HAYMAN-WOODWARD / Hay Branding
Hay Branding is the in-house marketing agency of Group 1-F Holding, a Global Mobility Group with 11 brands, 213+ employees, and over $4 billion in annual revenue. The flagship brand, HAYMAN-WOODWARD, is a global immigration firm with offices across four continents, and the only one to process 53,000+ U.S. green cards.
At Hay Branding, I managed 360° marketing strategies for 7 brands at various development stages, including HAYMAN-WOODWARD, LFVATE, LEONARDO FREITAS, YELLOW VISA, HAYWEX, and HAY BRANDING
Project Management:
Recruited and led a creative team (4 people), reducing project lead times by 25%.
Managed cross-functional teams, aligning business and marketing priorities.
Implemented employee training programs and standardized workflows, boosting efficiency by 30%.
Launched initiatives like HW University, Client Portal, and influencer partnerships (Thiago Wild, Popo Freitas, Natalia Beauty), increasing brand visibility by 15%.
Campaign Management:
Led 12+ campaigns across digital and physical channels, driving a 35% engagement growth
Managed creative briefings, asset control, and production, improving time-to-market by 20%.
Stakeholder Management:
Led rebranding for 4 brands, creating comprehensive guidelines that increased customer retention by 18% and brand recognition by 22%. Budget Control & Strategy:
Managed a $2.3M marketing budget across 7 markets, reducing campaign costs by 8% while maintaining performance
Social Media & Content Creation:
Created campaigns for Brazil, United Estates, UAE, UK, Portugal and Chinese market.
Created 850+ pieces of content, increasing Instagram followers by 55% in one year (from 45K to 70K) and engagement by 40%.
Boosted ad conversions by 20% through targeted social media strategies.
Agency Strategy & Branding Approvals:
Streamlined agency processes, improving operational efficiency by 15%.
Established consistent branding for 7 brands across global markets
Campaigns and sponsorships with athletes worldwide recognized.
Thiago Wild, Brazilian tennis player, who played Roland Garros, Wimbledon and Olympics.
Acelino Popo Freitas, Brazilian boxer, he 4x World Boxing Champion
HAYMAN-WOODWARD / Hay Branding
Hay Branding is the in-house marketing agency of Group 1-F Holding, a Global Mobility Group with 11 brands, 213+ employees, and over $4 billion in annual revenue. The flagship brand, HAYMAN-WOODWARD, is a global immigration firm with offices across four continents, and the only one to process 53,000+ U.S. green cards.
Rebranding HAYMAN-WOODWARD
After 27 years with the same branding, we gave fresh air to the brand with a comprehensive rebrand.
Where did I bring my value?
Creating campaigns across different markets: Being Brazil and U S the main target markets, we created campaigns in the UAE, China, Turkey, U K, Portugal and other markets
Project managing to the Design Team: I served as the main point of contact between our business stakeholders and the outsourced design team By deeply understanding our business goals, I was able to clearly communicate these needs to the designers This ensured that the rebranding efforts aligned perfectly with our strategic objectives, leading to a design that truly reflected our brand’s vision and values.
Renovating the Brand’s Image: I led the update of the brand’s visual identity to better connect with a younger audience. This included modernizing key elements like the logo, color palette, and typography. The updated design not only made the brand more relevant in a competitive market but also gave it a fresh, contemporary feel that resonates with younger customers.
Making the Brand More Approachable: To widen the brand’s appeal, I revamped its tone and messaging to be more inclusive and relatable. This meant adjusting our communication style and visuals to better engage with different audience segments. By making the brand feel more approachable, we successfully attracted and connected with a diverse range of customers.
Creating a Launch Campaign Strategy: I put together a detailed launch strategy that featured a series of engaging videos. This campaign was aimed at generating excitement and showcasing the new brand elements. The videos effectively highlighted the refreshed identity and created a buzz, leading to a successful launch and strong engagement from both new and existing customers
As part of the Delivery Hero Network, Talabat is the online food ordering industry pioneer in the Middle East. Our operations span Kuwait, Egypt, KSA, Bahrain, Oman, Qatar, Jordan, and the United Arab Emirates. With more than 1,500+ employees, 4 million users, 15,000+ brands, and 400,000 daily orders. Delivery Hero group revenue is €6,4bn to €6.7bn for the year.
I´ve had the opportunity to work on the biggest campaign ever made by talabat, in which Cristiano Ronaldo was involved.
This campaign was across all channels in the GCC region Television Commercial, OOH, Social, Digital, CRM
Where did I bring my value?
Initial brainstorming: Messaging value proposition, teaser, stunts, VOs
CRM Strategy & Execution: Newsletter, Notification Center, In-App Message, PN
OOH Strategy, Execution and coordination
Campaign evaluation
Expenses tracking related to the campaign
2022 - For Every Craving Campaign - talabat - All over UAE (360 Campaign)
Loved Brand are brands that have a strong growth trend attributed by high customer affinity.
Build awareness and engagement, create a strong brand association of these brands with their favorite aggregator and build a long-term partnership with these brands.
Where did I bring my value?
CRM Strategy and execution: Newsletter, Notification Center, In-App
Message, PN
OOH Strategy, execution, and coordination
Radio, Execution, and coordination
Campaign evaluation
Expenses tracking related to the campaign
2022 - Expo 2020 & talabat - All over UAE (360 Campaign)
Expo 2020 was a World Expo hosted by Dubai, in the UAE from 1 October 2021 to 31 March 2022, where talabat was an official food provider. The event had recorded more than 24 million visits in its six months.
Where did I bring my value?
CRM Execution: Newsletter, Notification Center, In-App Message, PN
OOH, Execution and coordination
Radio, Execution and coordination
Campaign evaluation
Expenses tracking related to the campaign
ON GROUND ACTIVATIONS & EXPERIENTIAL EXECUTIONS
2022 Back to School - On Ground Activaction
School drop-off is usually stressful and hectic We went around different areas in Dubai to let parents, students & teachers know that talabat is here to make your lives easier
Where did I bring my value?
Project management of the activation
Conceptualization from scratch
Coordination with the activation agency, partnerships, and stakeholders
Campaign evaluation
Expenses tracking related to the campaign
Impact:
Demographics: Western, Indian, Pakistan, Arab and Asian
Segmentation: Parents, Teachers, Kids
Locations: We activated Dubai Sports City, Mirdiff, Production City, Wadi al Safa, and Nad Al Sheeba
Redemptions: 153 vouchers used
Between 2021/2022 Organized other On ground activations around different communities in Dubai, such as Halloween, Diwali, National Day, Festive Season, Fresh Campaign and For Food Sake
The Bike Village - 2020 to 2021
The Bike Village is a bicycle shop located in Barcelona, Spain. Its specialties are electric bikes and the most extreme modalities as enduro and downhill The main revenue channel is E-commerce
Where did I bring my value?
Social Media Strategy and calendar
Online Brand Strategy
Content Creation: product photography, copywriting, banner creation
CRM Execution: Newsletter (Mailchimp)
Website optimization. More user-friendly and content SEO optimized.
