Sharmeely Brito

RAKBANK is one of UAE's most dynamic financial institutions, with over 5,656 employees and an annual revenue of approximately $1.7 billio.

• .Directed financial planning and budgeting, achieving a 3X increase in client conversions through enhanced performance marketing platforms.
• Led strategic marketing initiatives, driving ROI-driven product launches and multi-channel campaigns, exceeding targets by 48%.
• Optimized vendor contracts, implementing a new agency model that cut fixed costs by 57%, significantly improving profitability.
• Influenced C-suite decision-making, delivering high-impact presentations that secured a 25% increase in marketing budget, ensuring alignment with business growth objectives.
• Strengthened regulatory compliance, refining marketing policies, internal controls, and governance frameworks to maintain 100% adherence to industry standards.

• Led integrated B2B marketing strategies, driving brand visibility and engagement across online and offline channels.
• Conducted competitive analysis, identifying market opportunities and threats to strengthen strategic brand positioning.
• Developed compelling marketing collateral, ensuring consistent brand messaging and multi-channel communication.
• Designed and executed high-impact social media campaigns, aligning platform targets with business objectives, boosting brand engagement.

• Developed brand and demand generation strategies across B2B and B2C verticals, driving sustainable growth and enhancing market positioning.
• Led strategic marketing initiatives, executing high-impact campaigns and producing financial podcasts on emerging investment trends.
• Managed the Annual Sales Convention, delivering 3.7X engagement growth and securing Tier 1 media exposure for brand amplification.
• Achieved a 3X increase in lead inflow for General Insurance and a 7X uplift for B2B verticals, significantly expanding the sales pipeline.

• Led the retail marketing function, driving profitable growth across banking and wealth management products, translating organizational strategy into a clear annual marketing roadmap with a consistent ROI of 2 for 360-degree campaigns.
• Spearheaded digital customer acquisition, architecting data-driven strategies that optimized funnel conversion, enhanced web assets, and leveraged analytics to refine performance, resulting in a 2.45X increase in qualified leads and a 3X reduction in credit card acquisition costs.
• Managed a team of 20 marketers, ensuring the development of visually compelling, on-brand digital assets that accelerated monthly traffic by 50% and drove a 3X increase in revenue for Wealth Products and FX.
• Enhanced social media presence, achieving a 25% increase in brand awareness and a 46% YOY engagement growth, leading high-quality content creation across platforms including Amazon.ae, Lovin' Dubai, Forbes ME, LinkedIn, Facebook, and Instagram.
• Drove digital transformation, deploying evergreen and tactical marketing campaigns that increased digital adoption by 82%, optimizing key KPI metrics across the user funnel (Acquisition, Activation, Retention, Engagement, and Referrals).
• Launched industry-first financial products, including MortgageOne (UAE's first offset mortgage), Platinum X Credit Card (first cashback card for mobile wallets), and Mobile Payment Solutions (Apple Pay, Samsung Pay, Google Pay), in partnership with Zurich Insurance Group.
• Increased user experience and email marketing open rates by 35%, resulting in ROI of 20 for client deepening campaigns.

• Led award-winning campaigns for product launches, recognized at Cannes Lions 2011, Dubai Lynx 2011, and Internet Awards ME 2012, driving brand innovation and market impact.
• Managed client servicing and communication for major brands, including Arabian Automobiles, Standard Chartered Bank, Majid Al Futtaim Malls, PWC Logistics, Le Meridien Group, Chupa Chups, Nivea, and Shangri-La Hotel Dubai, ensuring seamless execution of marketing strategies.
• Spearheaded the integration of digital marketing into Arabian Automobiles' overall marketing mix, modernizing customer engagement and enhancing brand visibility.
• Led key still photography projects for automotive, fashion, and F&B brands, ensuring high-quality visual storytelling and brand representation.
• Played a pivotal role in launching the first Shangri-La Property in the UAE, overseeing brand positioning and market entry strategies.