Joyce Azar Safi
Regional Brand Manager, PAC FZCO
I have been working in the retail field with Paris Gallery since November 2004, handling a portfolio of perfumes brands (luxurious and niche brands such as Bond No9, Clive Christian etc… totalizing AED 40,000,000 in retail) for a period of three years, then Shiseido Group of brands: Cle de Peau, Serge Lutens fragrances and Shiseido (fragrances, cosmetics and skin care).
Starting January 2009, I moved to PAC FZCO as Regional Brand Manager handling a portfolio of luxury brands such as: Agent Provocateur, John Galliano, By Kilian, and many others...
With a strong background in Marketing & Advertising, I try to use creativity in my day to day assignments.
122 contactsPAC fzco is a newly established LLC that was officially created in October 2007 under the umbrella of Al Fahim Holding. Based in Jebel Ali Free Zone PAC is expected to play a strategic and regional role in the distribution of Luxury and Niche Products within Paris Gallery Stores and other key retailers.
PAC main role is to represent niche and exclusive brands in the region and to distribute their products through various flexible and centralized modules of distribution i.e. PAC offers its partners a “Menu a la Carte“.
My role:
-Planning, developing, and directing the marketing efforts of the brands I handle
-Managing the execution of the brands' plans and their development
-Implementing the brands' marketing strategies and guidelines in UAE, KSA, Qatar and Bahrain mainly in the GCC and MIddle East as well when it's the case
-Increasing the brands equity within the markets
-Handling purchases and distribution
-Launching new brands / references
-Handling the counters implementation from design to staffing to P&L reports
-Monitoring in-store displays, stock levels, sales targets & competitors activities
-Coordinating the activities related to the brand: sales, finance, advertising & promotion, purchasing, distribution, marketing research (competitors' activities especially).
-Creating promotional mechanism to support the brands
-Handling the team of dedicated sales staff (24 Beauty Consultants + 2 Supervisors) and playing a major role in motivating them
- Business development
Brand Manager Shiseido Group (Shiseido, Serge Lutens and Cle de Peau), Al Fahim Enterprises - Paris Gallery
2007 - 2009Al Fahim Enterprises, the holding company of Paris Gallery was established over 25 years ago in the UAE. Today, it is a leading retailer of luxury goods and services with over 50 retail outlets operating throughout the GCC.
Retail brands included under the Al Fahim portfolio include Paris Gallery, Watch Gallery, Karisma, Etro, Ferragamo, and Aigner.
Paris Gallery is today the leading and larger retailer of luxury and beauty goods in the UAE.
My role:
-Planning, developing, and directing the marketing efforts of the brand
-Managing the execution of the brand’s plans and its development
-Implementing the brand’s marketing strategies and guidelines in UAE (on 24 point of sales)
-Increasing the brand equity within the market
-Handling purchases and distribution
-Launching new references / lines: Make Up products, Skin Care products, Fragrances etc…
-Handling the counters implementation from design to staffing to P&L reports
-Monitoring in-store displays, stock levels, sales targets & competitors activities
-Coordinating the activities related to the brand: sales, finance, advertising & promotion, purchasing, distribution, marketing research (competitor’s activities especially).
-Creating promotional mechanism in 24 point of sales
-Handling the team of dedicated sales staff (24 Beauty Consultants + 2 Supervisros) and playing a major role in motivating them
2004 - 2007Al Fahim Enterprises, the holding company of Paris Gallery was established over 25 years ago in the UAE. Today, it is a leading retailer of luxury goods and services with over 50 retail outlets operating throughout the GCC.
Retail brands included under the Al Fahim portfolio include Paris Gallery, Watch Gallery, Karisma, Etro, Ferragamo, and Aigner.
Paris Gallery is today the leading and larger retailer of luxury and beauty goods in the UAE.
From humble beginnings in Sharjah to a destination world of beauty, luxury and fashion, Paris Gallery is synonymous with leading internationally renowned brands.
Paris Gallery enjoys major presence, with flagship stores in strategic locations across the UAE, Saudi Arabia and Qatar with ambitious plans in progress to expand further and cover the Gulf and the Middle East region.
2003 - 2004Impact / BBDO is one of the leading Middle East Regional Marketing Communications Group operating across the region for more than 30 years and delivering comprehensive communication solutions to a wide and prestigious base of multinational, regional and local clients through a multi-disciplinary and fully integrated pool of skills and services.
As Account Executive, I as handling accounts such as BSI AG (Swiss Bank), Solvay Pharmaceuticals, Millenium (Sannine Zenith Lebanon), Airport Plus and Joseph Eid. My main job was to deal with clients queries by developing communication plans and strategies. I also had the chance to work on several big accounts like Dewar’s, Henkel, Altadis and Pepsi: by preparing monthly competitive reports and monthly media monitoring.
As PA to the Client Service Director, my focus was to prepare comprehensive reports on operations, assisting in the research for new accounts: media monitoring, market analysis, strategy elaboration etc...
2001 - 2003- In charge of the relations between the Client Servicing and the Creative Departments
- Tracking and monitoring all projects from Creative Brief, to conception to artwork and production
- Handling contacts with suppliers
2000 - 2000- Worked on several accounts such as Joseph Eid, Alain Afflelou, Total, and Chateau Musar
- Performed a research for optical accessories (glasses, lenses…): Analyzed media expenses, Monitored media insertions, Performed store check
- Participated to the study for Yoplait & Candia (Liban Lait) in order to develop packaging
