Marketing Leadership Portfolio

Joyce
Salloum

Head of Marketing · Luxury & Premium Retail
GCC Specialist · Dubai, UAE

Strategic, commercially driven marketing leader with 16 years of overall experience, 12+ of them in luxury and premium, building brand equity and multi-market growth across a USD 200M+ portfolio. Proven at Chalhoub Group in converting global brand vision into high-impact GCC strategies.

+971 56 929 8929 salloumjoyce@gmail.com linkedin.com/in/joyce-salloum
12+
Years in luxury & premium marketing
$200M+
Multi-brand portfolio governed
$15M+
Marketing P&L owned end to end
Expertise

Where I create value

01
Regional Brand Strategy
Market expansion and positioning across the GCC, translating global brand DNA into regional dominance and localization.
02
Omnichannel Marketing
Retail, e-commerce and marketplace unified, serving one customer.
03
P&L & Marketing Mix Modelling
Full budget ownership and ROI optimisation, applying predictive analytics to maximise customer lifetime value.
04
Customer Acquisition & Lifecycle
CAC, LTV, RFM segmentation and personalisation strategies that drive sustained share growth.
05
Data-Led Marketing
Marketing mix modelling, attribution and first-party data turned into decisions, measuring every activation and reallocating spend toward what performs.
06
Executive Stakeholder Relations
Board-level reporting and brand principal management across global luxury houses.
Selected Work

Strategy, brought
to market

Full marketing-P&L ownership across premium and luxury, stewarding each brand’s codes from concept to shop window, then proving the discipline in the numbers every activation moved.

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Case Study
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Headline Results across the full funnel
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Approach

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The Full Funnel awareness to sale
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360 Campaign every component, working together

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The Journey {{ open.timelineSub }}

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Hotel Branding the GUESS journey, end to end

The full guest experience branded throughout the stay, reflecting the GUESS world from arrival to departure.
UGC Content creator-led, social-first

A selection of the creator content, each piece native to its platform. Open any post to view it on Instagram.
Campaign Film watch the campaign
Watch on YouTube →
Key Profiles the voices behind the moment

The main profile KOLs leading the AlUla journey.

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Testimonials in their words
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In the Press this activation

Coverage earned by this activation. Scroll the feed to browse every clipping, cover and story it generated.

On Instagram the SMK posts
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Film / Reel this activation
Watch on YouTube →

The campaign film. Paste a YouTube / Vimeo link, or drop a clip.
Yoga & Wellness
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Proven Across the Work

What this work proves

Each capability is proven by an activation across the case studies, not asserted. Follow any proof point through to its case study.

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Signature Results

Campaigns that
moved the numbers

$5.2M
Ramadan Revenue · GUESS
58% sell-through on the Ramadan Capsule campaign, at a 120% ROI.
192M
Circulation · GUESS AlUla
546 clippings and $2.1M Earned Media Value from the AlUla brand journey.
+170%
Turkish Acquisition · GUESS Eva Beach
5.1M combined reach and $760K press EMV from the Palm West Beach takeover.
#1
Lacoste · KSA Brand Index
Top 5 in UAE. Flagship brand positioning sustained across the GCC.
~120%
TUMI Acquisition Target
Achieved despite significant market shifts in the region.
$4.1M
Ramadan Revenue · Lacoste 2025
Award-winning campaign, recognised two consecutive years. The full campaign conceptualization is done from the local side.
Leadership & Team

The team behind the work

A regional team of 8, built and mentored from the ground up, reporting to me as I report to the VP, Premium & Delegation Fashion.

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Footprint · Eight Markets
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How I lead
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Career Journey

16 years of progression
in marketing leadership

2023 to Present
Current
Head of Marketing
Premium & Delegation Fashion · Chalhoub Group
Lacoste, GUESS, Tumi, Karl Lagerfeld, Axel Arigato, Vilebrequin, MC2 Saint Barth, Carolina Herrera NY, AMI Paris, CWF
2021 to 2023
Manager, Brand Marketing
Accessories & Lifestyle · Chalhoub Group
2018 to 2021
Senior Regional Marketing Executive
Fashion Division · Chalhoub Group
2015 to 2018
Marketing Executive
Fashion Division · Chalhoub Group, UAE
2009 to 2015
Senior Marketing Executive
SKAFF · Lebanon
Brand Portfolio

Brands under my stewardship

Across a 12 year journey in luxury and premium retail and distribution.

Lacoste GUESS Tumi Karl Lagerfeld Axel Arigato Vilebrequin MC2 Saint Barth Carolina Herrera NY AMI Paris Tag Heuer Longchamp Dsquared2 Marc Jacobs Loewe Mulberry CWF S.T. Dupont Alice + Olivia Purificación García Fila Zadig & Voltaire
Credentials & Recognition

Education, training & recognition

Education
BA, Marketing & Advertising
Saint Joseph University of Beirut · 2006 to 2009
Baccalaureate, Humanities
École Secondaire des Filles de la Charité · 2005 to 2006
Training & Certifications
·Marketing Mix Modelling (MMM)
·CRM & Customer Lifecycle Management
·LTV & CAC Workshops
·Digital Transformation & Omnichannel
·Advanced Marketing & Brand Strategy
·Women in Leadership
·Emotional Intelligence (EQ)
·AI Central · ThinkOmni Suite
·AI Fundamentals, Brainstorming, Data Analysis · Google
Certifications
drop in the certificate screenshots
Badges
drop in the digital credential badges
Recognition

Awarded, ranked & trusted

Each award keeps its own image block, drop in the trophy, certificate or stage photo.

Two consecutive years
‘Best Marketing Campaigns’ · Lacoste
Awarded two consecutive years for campaign excellence and market impact, recognition shared with the team.
Business Growth 2025
Best Business Growth 2025 · GUESS ME
Recognised for outstanding business growth across the region.
Collaboration & Co-Creation
ACE Award: Collaboration & Co-Creation
Recognised for excellence in collaboration and co-creation.
Recognition
Brand Index
Lacoste ranked #1 in KSA and Top 5 in UAE; GUESS Top 3 in UAE and Top 4 in KSA.