Merlyn D'Silva

Merlyn D'Silva

Assistant Director of Marketing at Palazzo Versace Dubai
Lives in Dubai, United Arab Emirates
over 6 months ago

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Results-driven Marketer whose accomplishments reflect outstanding marketing instincts, an innovative spirit, strong leadership skills and a dedication to organizational growth. Committed to driving strong and sustainable financial gains by leveraging brand potential and enhancing top notch marketing solutions. Well regarded by peers and C-level executives for resourceful problem solving abilities, a team player mindset and goal surpassing results.

Experience

  • Assistant Director of Marketing

    Palazzo Versace Dubai - Dubai, United Arab Emirates

    Sales & Marketing
    August 2015 - Now · 3 years and 6 months

    ► Defined the framework for the brand’s marketing roadmap to achieve KPIs through various channels, including the hotel website, OTAs and GDS. ► Deployed campaigns and rate strategies across channels along with the Revenue team to maximize revenues from the Direct segment. ► Supported the Sales team by implementing a comprehensive B2B marketing strategy for each travel segment, including MICE, Wholesale, Leisure and Social, resulting in the generation of quality leads. ► Developed the positioning strategy and marketing plans for eight restaurants and bars, including the world-renowned Enigma and Q's Bar and Lounge by Quincy Jones. ► Spearheaded all Performance Marketing initiatives, resulting in an increase in website conversion rate from 0.09% to 0.19%. ► Led a 101% increase in website traffic year on year with brand campaigns on the Tencent Network, Baidu and Yandex. ► Accelerated traffic from social media channels by 76% and engagement by 221%. ► Supported the hotel PR strategy resulting in a PR value of AED 54 million in 12 months. ► Drove SEO strategy that increased the website acquisition from Organic Search by over 35%. ► Fulfilled partnership, sponsorship and promotional campaigns successfully together with the PR Manager.

  • Digital Marketing Manager

    Fairmont the Palm Dubai - Dubai, United Arab Emirates

    Sales & Marketing
    September 2014 - August 2015 · 12 months

    ► Supported the corporate and regional digital marketing teams in managing local and global advertising campaigns targeted to key source markets, increasing traffic and revenue through direct and semi-direct online channels. ► Launched successful F&B campaigns for key events like Movember, Festive Season, Easter, Ramadan and seasonal room offers. ► Grew and nurtured the resorts social engagement through a carefully implemented content distribution plan across Facebook, Twitter and Instagram. ► Oversaw the procurement and development of all hotel specific content for the Fairmont brand channels and campaigns (web, newsletters, social and video). ► Formed the Online Reputation Management (ORM) Committee to manage the reputation of the resort across social media platforms, TripAdvisor.com, Expedia.com and Booking.com, subsequently increasing the response rate of the resort from 22% to 79% within 6 months.

  • Cluster Online Marketing Executive

    InterContinental Hotels Group® - Dubai Festival City - Dubai, United Arab Emirates

    Sales & Marketing
    January 2012 - August 2014 · 2 years and 8 months

    ► Developed and managed integrated communication plans spanning print, online, radio and B2B channels, for over 16 dining venues. ► Pioneered a cluster-wide email marketing campaign strategy increasing open rates from an average of 5.6% to 25%. ► Managed the overhaul of three standalone websites and delivered campaigns that increased traffic by 117%.

  • Senior Account Executive

    AdCom Advertising & Publishing - Dubai, United Arab Emirates

    Other
    October 2009 - September 2010 · 12 months

    ► Spearheaded a shift in client relationships from reactive to strategic and proactive, through active involvement in creative concept development, media and PR strategy formulation and implementation. ► Successfully administered the execution of MICE campaigns, including sales conferences, incentive programs, promotions, dealer award functions and press conferences by effectively managing budgets of close to US$ 500,000 and meticulously organizing travel, venue, talent and brand activation elements.

  • Account Executive

    Interone Middle East - Dubai, United Arab Emirates

    Other
    October 2008 - September 2009 · 12 months

    ► Independently managed 360-degree integrated communication campaigns, directing the campaign processes within the agency. Presented creative strategies with budgets and implementation formulas and was instrumental in winning pitches for creative and media accounts. ► Worked across retail POS campaigns, exhibition and event branding collateral and above-the-line campaigns in accordance with KPIs set by the client. Monitored performance through generation of status and contact reports, client presentations, marketing schedules, media reports, estimations and profitability reports.

  • Senior AdWords Representative

    Google - Hyderabad, India

    Other
    July 2007 - August 2008 · 1 year and 2 months

    ► Managed paid search campaigns across numerous high-profile clients using search engine optimization techniques to maximize advertiser’s ROI and Google Analytics to report on clients’ campaigns. Developed sound knowledge of analytical, tracking and bid management tools and keyword strategies to manage multiple online campaigns. ► Managed revenue forecasting and prospect reports for clients to help them analyze their return-on-investment and provided them with techniques to increase the same.

Education

  • MSc in Strategic Marketing

    Cranfield University, UK - Bedford, United Kingdom

    September 2010 - September 2011

  • Bachelors in Business Management

    S - Bengaluru, India

    June 2004 - March 2007

Languages

  • English
    Native or fluent
    100%

Skills

  • B2B Marketing
  • Digital Strategy
  • Ecommerce
  • Email marketing
  • F&B Marketing
  • Google AdWords
  • Google Analytics
  • Inbound marketing
  • Loyalty Programs
  • Partnerships
  • Pre- Opening & Rebranding
  • Public Relations
  • Remarketing
  • SEM/SEO
  • Social Media Marketing
Following
Hyatt Centric Palm Dubai
Dubai, United Arab Emirates
Preferred Hotels & Resorts
London, United Kingdom
JW Marriott Marquis Hotel Dubai
Dubai, United Arab Emirates
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