Sharmeely Brito
Marketing Specialist
Sydney,NSW
Summary
Dynamic and results-driven Marketing Leader with 15+ years of experience in financial marketing, digital strategy, and brand development. Proven ability to drive customer engagement, revenue growth, and multi-channel marketing success. Adept at leveraging data-driven insights to optimize campaigns, enhance brand positioning, and implement AI-driven marketing innovations. A collaborative leader with a strategic mindset, fostering high-performing teams and delivering measurable business impact.
Overview
22
22
years of professional experience
Work History
VP - Marketing Planning
RAKBANK
02.2023 - 08.2024
- Directed financial planning and budgeting, achieving threefold increase in client conversions through enhanced marketing platforms.
- Collaborated on impactful marketing strategies, providing leadership on product launches and ROI-driven campaigns, exceeding targets by 48%.
- Enhanced profitability on high-value vendor contracts and implemented new agency model, reducing fixed costs by 57%.
- Engaged with C-Suite executives, presenting impactful presentations to align on KPIs and secure 25% additional marketing budget.
- Refined internal controls and marketing policies, ensuring 100% regulatory compliance.
- Mentored multidisciplinary communications team, fostering positive work environment and nearly doubling employee engagement score.
- Managed trademarks during brand refresh process, ensuring legal protection and market differentiation.
- Promoted adoption of AI-driven technologies to enhance communication capabilities and user engagement.
Marketing Lead
ARKI Group
12.2022 - 02.2023
- Company Overview: ARKI Group is a leading Interior Design and Fitout Company, specializing in contracting, manufacturing, and multi-trade design-build solutions for B2B clients.
- Led the in-house marketing unit, overseeing end-to-end online and offline marketing strategies tailored for a B2B audience, driving brand visibility and engagement.
- Conducted competitive analysis, identifying market threats and opportunities, and strategically positioning the brand for maximum impact.
- Developed compelling marketing collateral, ensuring the brand’s value proposition was effectively communicated across multiple channels.
- Designed and executed social media campaigns, aligning platform targets with business objectives, resulting in increased brand engagement.
- Mentored junior staff, fostering a collaborative and high-performance team environment, while providing professional development guidance.
Marketing Lead
Continental Financial Group
10.2021 - 03.2022
- Company Overview: Continental Group is a leading insurance intermediary and financial services provider in the Gulf region, licensed by the Insurance Authority, SCA, and DIFC.
- Developed long-term brand and demand generation strategies across B2B and B2C verticals, driving sustainable business growth and strengthening brand positioning.
Retail Marketing Lead
Standard Chartered Bank
07.2013 - 11.2020
- 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 during the COVID-19 period.
- 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.
- Led strategic marketing initiatives across MENAP, ensuring client retention, competitive positioning, and revenue growth, while maintaining 100% regulatory compliance.
Account Director | Senior Account Manager | Account Manager | Account Executive
TBWA
01.2003 - 06.2013
- 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.
- Managed profitability and financial oversight, ensuring cost-effective execution of high-impact campaigns while driving strategic growth.
Education
MBA - Marketing Management
Justice KS Hedge Institude of Management
Karnataka, India 09-2002
Bachelor of Science - Microbiology
St. Aloysius College
Karnataka, India 06-2000
Skills
- Strategic Marketing & Brand Development
- Digital Performance Marketing (SEO, SEM, Paid Media)
- Customer Acquisition & Engagement Strategies
- Data Analytics & ROI Optimization
- Product Launches & Go-to-Market Strategies
- Stakeholder & Cross-Functional Collaboration
- Leadership, Mentoring & Talent Development
- Financial Planning & Budget Management
Accomplishments
- Best Website Design - Consumer, UAE, 2018
- Best Cashback card of the Year, Yalla Compare Banking Awards, 2017
- Best Digital Advertising Campaign, Travel and Retail Nissan Juke Missions, Internet Awards Middle East, 2012
- The Accidental Test Drive, Media Lions Finalist, Cannes Lion, 2011
- The Accidental Test Drive - Alternative Media, Dubai Lynx, 2011
Key Impact
- Drove measurable business growth, achieving a 3X increase in client conversions and a 7X uplift in B2B lead inflow, leveraging data-driven marketing strategies and AI-driven innovations.
- Led award-winning campaigns, recognized at Cannes Lions, Dubai Lynx, and Internet Awards ME, transforming brand storytelling and market positioning for global financial and automotive brands.
- Influenced C-suite decision-making, securing a 25% increase in marketing budget, optimizing financial planning, and ensuring 100% regulatory compliance across high-impact marketing initiatives.
- Spearheaded digital transformation, driving 82% digital adoption, enhancing customer engagement, and reducing credit card acquisition costs by 3X through strategic paid media and funnel optimization.
Timeline
VP - Marketing Planning
RAKBANK
02.2023 - 08.2024
Marketing Lead
ARKI Group
12.2022 - 02.2023
Marketing Lead
Continental Financial Group
10.2021 - 03.2022
Retail Marketing Lead
Standard Chartered Bank
07.2013 - 11.2020
Account Director | Senior Account Manager | Account Manager | Account Executive
TBWA
01.2003 - 06.2013
MBA - Marketing Management
Justice KS Hedge Institude of Management
Bachelor of Science - Microbiology
St. Aloysius College
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