Download CV Karym Bentebbal-IDEO

Curriculum Vitae-Karym Bentebbal
Business experience in EMEA and the USA - Marketing, Communications and leadership
Personal Details
E-mail:
Languages:
Mobile:
Nationality:
[email protected]
English, French, Arabic
+213 5 41 90 44 02
USA - French
Profile & Specialties
Accomplished senior level marketing professional with 25+ years of business experience operating at strategic
level with world’s top ranked brands. Dynamic and results oriented, I have accumulated a valuable expertise in
driving marketing strategies and operations to deliver tangible results. My key achievements and strengths reside
in my ability to lead teams and offer high value integrated contributions which become a lasting legacy beyond
my physical tenure.

Raise brand reputation and profitability through rigorous management of P&L, digital communication
strategies, marketing operations, media relations, brand assets management and customer digital
interactions.

Attain business objectives by linking consumer insights, marketing and branding to the overall business
strategy while managing budgets, optimizing financial return and enhancing company reputation.

Achieve results by leading and directing cross-functional and multi-cultural teams.

Implement advanced analytical and problem-solving skills to identify and efficiently address business,
operational and relationship/partnership issues.
Operational Marketing  Integrated Marketing Strategies
P&L Management  Brand Management/Development  Media Buying & Agency Management  Leadership
Sponsoring and CSR Management  Offline/Online Advertising Campaigns  Digital Marketing
Professional Experience
E-commerce Instructor at the American Algerian Institute of Management – Algeria
(2015-Present)
Instructor for both BBA and professional MBA students at the Algerian American School of Management.
Modules covered include: E-commerce, Digital marketing, Operational Marketing, Integrated Marketing
Communications, Consumer Behavior and Decision Making Process. Additionally, provide seminars on
leadership, interpersonal communication and techniques to learning more efficiently.
Marketing Communications Director, Djezzy - VIMPELCOM– Algeria (2013-2015)
Responsible for driving marketing and brand communication strategies and implementation for a major
commercial revamp and branding project. Directed and deployed ATL/BTL and Digital Campaigns for 3G
commercial launch. Delivered multi-channel campaigns to promote products and services.
Achievements
 Orchestrated a new brand strategy based on market intelligence data and customer insights: Project



included brand positioning, corporate messaging and new brand communication platform.
Facilitated communications between senior executives, senior consultants and cross-department teams.
Directed the commercial revamp strategic communication plan, encompassing all brand touch-points with
consumers.
Developed marketing communication and media relation plan for the launch of B2B Google cloud-based
commercial solutions and services.
Digital Communications / Group Communications Director, Cevital– Algeria (20122013)
Strategic role in devising digital communication initiatives including cross-business-unit communications,
media and government relations. Served as General Secretary on the board of directors and reported
directly to the Chairman.
Achievements


Headed a strategic communication plan to address key stakeholders including government, press and
employees by raising awareness and understanding about Cevital business-unit integration and value
creation at national and international levels.
Spearheaded an e-reputation and e-monitoring platform (DIGIMIND) program to monitor brand reputation
on social media in local and foreign markets.
**Continued **
Karim Bentebbal  Page Two  [email protected]



Launched and animated an Enterprise Social Network (ESN) to align internal communication strategy and
strengthen employees’ engagement.
Supported Group HR unit by deploying social climate monitoring surveys, promoting the Cevital University
to internal and external stakeholders.
Directed the entire communication plan to support Cevital acquisition of Michelin capital in Algeria.
Marketing & Brand Communications Deputy Director, NEDJMA – Algeria (2008-2011)
Played a pivotal role in driving Nedjma (now Ooredoo) success by orchestrating branding and marketing
operations strategies to generate awareness and subs acquisition.
Launched and managed a new brand identity, built on market research and market segmentation analytics.
Boosted brand awareness and products/services adoption trough proficient design/rollout of marketing,
media, PR, advertising, events and sponsoring programs in a highly competitive market.
Contributed to exceptional results, as a challenger operator in a low ARPU, fast moving pricing and
customer churn behavior environment, on Market Share (+30%), New Subs (+40%), Revenue (+30%) and
EBITDA (+38%) in Q3 2011 by deploying key strategic brand and marketing activities.
Built and retained top performing marketing communication team through highly effective training,
mentoring, and best practices.
Managed a $45M OPEX budget and administered communications and media agencies work through
expert direction in branding, ATL/BTL, media placement, event and sponsoring.
Achievements

Achieved and sustained 89% Top-Of-Mind brand awareness in Q1/Q3 2010 by systematically deploying
tactical initiatives encompassing brand channel management, digital media activities, PR programs,
advertising campaigns, National football team sponsoring management and trough in-store promotions
and merchandising.

Managed and monitored the corporate and commercial brand representation at every customer touchpoints to enhance customer brand recognition and sustain positive perception. Supervised content
creation, products packaging and collaterals development to ensure compliance with brand guidelines.

Elevated the brand digital representation through new web site content development. Boosted nedjma.dz
visits by 75% with 8500 unique daily visitors. Spearheaded social network marketing to promote new
products and services, events, sponsoring, PR programs and customer relationships.

Fuelled revenue growth with commercial launch of prepaid and postpaid solutions, offers and
promotions through event coverage, advertising, press releases, packaging and media relations
strategies.

Played an instrumental role in the profitable launch of new direct/indirect sales channels and distribution
(70 Nedjma owned shops, 245 auxiliary shops and + 50 000 POS) by managing cross-departmental
development of promotional materials e.g. ads/brochure, distributor loyalty contest, while complying with
budget and objectives.

Propelled the overall quality and effectiveness of marketing campaigns by cultivating strategic partnerships
with national and international media (Press, TV and Radio); excelled in media relations management by
establishing procedures and SLAs for seamless go-to-market integrated campaigns and marketing
communications materials delivery.
Marketing Communications Senior Manager, DJEZZY- Algeria (2007-2008)
Developed and implemented marketing communication and brand programs to promote offers and services.
Sustained brand leadership by directing activities including: promotional programs, sponsoring, event
management. Monitored brand implementation and compliance with brand guidelines.
Achievements

Instrumental role in ensuring superior brand exposure by defending brand awareness in an emerging
market against new entrant and state-owned telecom operator.

Developed and launched nationwide corporate brand image campaigns designed to leverage brand values
and strengthen customer perceptions, along with tactical product launch campaign to respond to
competitors’ activities.

Maintained strong brand visibility during industry events and tradeshows; provided venue for profitable
relationship building and direct sales during international telecommunication/IT events.

Optimized brand visibility by liaising with national media to ensure delivery of latest news.
** Continued **
Karim Bentebbal  Page Three  [email protected]
Brand & Communications Consultant, SAUDI ARAMCO - Saudi Arabia (2002 – 2007)
Played a central role in positioning the new Saudi Aramco corporate brand locally and internationally
through strategic PR and communications programs. Endorsed innovative PR, Corporate Social
Responsibility, Government Affairs and International Outreach activities to strengthen corporate reputation.
Achievements

Delivered expert consulting services in brand identity management, advertising and media buying to
support the strategic communication plan.

Coordinated and launched successful communications campaigns, community outreach, CSR and
awareness programs designed to strengthen local audience brand perception and optimize relations
with Government affairs liaison.

Spearheaded market research and analysis in diverse
communications programs and media relations management.
geographical
locations
to
guide
Senior Designer, AUTODESK - San Rafael, USA (2000 – 2002)
Directed brand repositioning including new visual identity representation (logo, visual elements, tone of
voice, print and online materials) brand architecture, brand interaction and brand guidelines.
Achievements

Developed online communication materials to raise brand awareness and adoption of new products
and services.

Defined how brand communicates with target audiences; managed brand image across all products
and media vehicles. Gathered brand feedback through customer survey and direct interactions.

Partnered with high-technology media and specialized press to deliver stories about the new Autodesk
brand and repositioning. Served as brand ambassador internally and externally.

Designed usability sessions to gather user insights on the Autodesk point A website navigation.
Business Entrepreneur, INTERACTIVE EXPERIENCES - Boston, USA (1996 – 2000)
Provided digital marketing communications and design solutions and services to fortune 500 organizations
in the US including: Boston Communications Group, Raytheon, Commerce One, Compaq (now HP), IBM
SAP, Kodak, Proctor & Gamble, Honda, Glaxo-Wellcome (now GSK), Mayo Clinic Interactive, Hooked-OnPhonics, Rolling Stones online, USA Today, LL Bean Online.

Supervised communications materials design, retail store stands and other physical brand element to
ensure good customer experience at every contact point with the brand.

Developed and designed brand architecture, brand visual elements, brand name, brand guidelines
and applications for digital and traditional media platforms.

Designed promotional materials, web sites, print materials and multimedia interactive content in
support of marketing activities. Developed corporate brand video for promotional activities at major
North American trade shows. Produced interactive multimedia kiosk for use in public areas.
Marketing Manager, DEEP RIVER PUBLISHING Boston, USA (1993 – 1996)

Directed interactive marketing programs, published digital contents for retail, FMCG and B2B clients.

Served as lead designer and developer for multimedia applications design.
Marketing Specialist, EGAMI - Paris, France (1989-1993)

Designed and produced cutting edge marketing multimedia programs for FMCG, Software and IT
organizations.

Directed animated content production for the launch of a new pharmaceutical product (Tanakan –
Ipsen pharmaceutical company).
Training & Education
Quality Web Communication by Interaction Design Foundation. March 2016
Marketing in a Digital World by University of Illinois at Urbana-Champaign on Coursera. July 2015
Digital Analytics for Marketing Professionals by University of Illinois on Coursera. September 2015
Learning How to Learn by University of California, San Diego on Coursera. June 2015
Senior Management leadership skills training course. Columbia Institute, Dubai. 2007
Intensive Leadership and communication training course. Autodesk, San Rafael, CA. 2000
Marketing and Business Sales training course. Sandler Training Institute, Waltham, MA. 1996
School of Architecture, Design and Urbanism – Paris IX, 1984-1988