Skill set
Industry fields of expertise
Christel in a few words
Results-driven and dedicated Chief Strategy Officer, Marketing and Integration Director, who drives transformational branding innovation for legal, tech, and research organisations in Africa and the MENA. I target opportunities through research, astute problem-solving, negotiation, and a passion for reaching audiences via brilliant events, innovative platforms, and fresh, market-leading technologies.
I possess over 25 years of easily transferrable expertise in demand generation, effective launches, performance marketing, training, channel development, rebranding and repositioning, and bespoke strategy creation. By designing targeted solutions, identifying drivers and cultivating relationships, I drive sustainable ROI and optimise share.
I am known among my peers as a driver of teams, providing the relevant tools, ensuring career progress, and the ongoing measurement of set performance goals against actual outputs within environments of diversity and inclusiveness.
I am a creator of working guidelines and policy and procedure documents that are rolled out in as examples of best practices. As a collaborative communicator, I nurture reciprocal networks and relationships and am a confident presenter and lecturer of ideas.
Experience
- Al Aidarous Advocates and Legal ConsultantsDirector | Chief Strategy OfficerOctober 2022 - Today (2 years and 7 months)Dubai - United Arab Emirates• Strategic Leadership: Lead high-impact projects in the UAE, delivering actionable insights and strategic plans that drive business growth. Oversee quantitative and qualitative analysis to inform key decisions and enhance client outcomes.• Client Engagement & Growth: Developed and executed an integrated business development strategy, establishing and maintaining productive relationships with high level clients.• Team Leadership: Led cross-functional teams in managing the delivery of high-quality, strategic consulting services to clients, demonstrating excellent communication and leadership skills.• Thought Leadership: Delivered compelling presentations and written reports to stakeholders, positioning the firm as a thought leader in the industry.
- CWB Group (Intellectual Property Law Firm)Director of Marketing & Business DevelopmentJanuary 2020 - January 2021 (1 year)Dubai - United Arab Emirates• Strategic Consulting: Delivered high-impact consulting services to internal stakeholders across the region, translating business needs into strategic actions.• Client Management: Built and maintained productive relationships with clients at all levels, leading cross-territory initiatives that strengthened the firm's presence across key markets.• Quantitative & Qualitative Analysis: Led the analysis of market trends and client data, transforming insights into actionable strategies that drove client success and expanded market share.• Presentations & Reporting: Developed clear, persuasive presentations for internal and external stakeholders, delivering compelling reports that influenced business decisions.• Cross-functional Leadership: Led diverse teams in executing key projects, ensuring high quality work and measurable results for high-profile clients.
- BSA Ahmad Bin Hezeem & AssociatesHead of Marketing & Business DevelopmentJanuary 2016 - January 2020 (4 years)Dubai - United Arab Emirates• Market Expansion, Strategy & Client Service: Led strategic marketing and business development efforts across the GCC, delivering high-quality results for clients across multiple industries. Spearheaded growth strategies, senior stakeholder engagement, and actionable insights to enhance client satisfaction.• Leadership & Cross-Functional Collaboration: Directed cross-functional teams to ensure operational alignment and effective client management. Facilitated collaboration across practice areas and territories, delivering industry-specific, value-added services.• Go-to-Market Strategy & Industry Insights: Developed cross-territory go-to-market strategies that boosted client acquisition. Leveraged deep industry research to provide actionable insights and strategic recommendations, aligning with business objectives.• Client-Centric Focus & Thought Leadership: Led multi-channel engagement initiatives and presented high-impact insights that positioned the firm as a thought leader. Ensured alignment with client goals and long-term relationship building.• Brand Repositioning & Strategic Partnerships: Directed rebranding efforts and formed strategic partnerships through high-profile events and workshops, significantly increasing market visibility and credibility.• Operational Excellence & CRM Development: Oversaw operational functions and implemented a comprehensive CRM system to enhance client engagement, retention, and reactivation. Streamlined workflows to boost performance and profitability.
Recommendations
Education
- Doctor of Philosophy (PhD)(PU for CHE) & Texas A&M, USA & SA1999Title: The efficacy of a tourist destination-positioning model.
- Master of Philosophy (Tourism)(PU for CHE) & Texas A&M, USA & SA1996Title: Image as an aspect of strategic marketing – the Sun / Lost City case (Cum Laude)
- Master of Business AdministrationUniversity of Pretoria2002Title: Benefit segmentation across the various tiers in the loyalty programme
- Masters in Digital Marketing & E-CommerceENEB Business School, Barcelona2023Cum Laude
- Bachelor of Art Honours, (Cum Laude)Potchefstroom University (PU for CHE)1994
- Bachelor of ArtsUniversity of the North West1993Business and Personnel Psychology
Certifications
- Specialist Award Qualification in Artificial Intelligence in Marketing (Cum Laude)Chartered Institute of Marketing UK2024
- Certificate in Direct Marketing - Cum LaudeInstitute of Marketing Management, South Africa2000
- Certified Loyalty Marketing Professional (CLMP) (Suma Cum Laude)The Wise Marketing Group: Loyalty Academy USA2024