Chaima Laftouhi

Portfolio

Regional Marketing Strategy – 9 Middle East Countries
Veolia Near & Middle East

Context

Operating at the headquarters level of a leading international environmental services group, I was responsible for structuring and aligning regional marketing and communication initiatives across 9 Middle East countries.

The challenge was ensuring consistency in brand positioning while adapting to local market priorities and commercial pipelines.

Case Study 1 : “A Day With”
Regional Employer Branding & Corporate Visibility Series

Context:

Launched as a regional video initiative to strengthen both internal engagement and external employer branding across 9 Middle East countries.

The objective was to humanize operations, showcase technical expertise, and position the company as a purpose-driven employer within the environmental and infrastructure sector.

My Role:

Concept creator and regional project lead.

Key Results:

  • Up to 10.1% engagement rate on LinkedIn
  • Over 10,000 impressions per episode
  • Up to 4,400+ video views per episode
  • Internal newsletter open rates between 62%–65%
  • Click-through rates up to 20%
  • 684 tracked clicks on a single episode
Strategic Impact:
  • Strengthened external employer brand positioning in the Middle East
  • Increased cross-country digital visibility
  • Reinforced internal culture and regional alignment
  • Demonstrated strong content performance in B2B industrial environment
Selected Episodes

Episode 01 – Regional CEO
Focus: Leadership vision & strategic alignment
Impact: Strengthened executive visibility across the region

Episode 02 – Junior Program Engineer (instagram)
Episode 02 – Junior Program Engineer (Linkedin)
Focus: Early-career development, engineering pathways, and female representation in a traditionally male-dominated technical environment.
Impact: Reinforced diversity positioning by showcasing female engineering talent within a traditionally male-dominated technical industry.

Case Study 2 : Multi-Million USD Tender Support

Context

Operating within a complex B2B infrastructure environment, I supported multiple high-value business development proposals, including multi-million USD tenders.

Challenge

Technical proposals often lack compelling positioning and differentiation in competitive markets.

My Role

I acted as the strategic marketing bridge between technical teams and executive stakeholders.

Strategy
  • Structured value-driven narratives
  • Translated technical inputs into commercially compelling messaging
  • Developed executive presentations
  • Built case studies supporting credibility and differentiation
  • Ensured brand alignment and consistency
Results
  • Supported 10+ business proposals annually
  • Strengthened clarity and impact of executive-level presentations
  • Enhanced positioning in competitive tender environments

This experience strengthened my ability to operate in long sales cycles and high-stakes environments.

Case Study 3: RECAPP – Growth, CRM & Community Building

Context

RECAPP is a UAE-based sustainability mobile application operating under a dual model:

  • B2C: Providing households with door-to-door recycling collection services through a reward-based system.
  • B2B: Partnering with corporations, schools, and organizations to implement recycling programs and sustainability initiatives.

The platform connects consumers and businesses within a circular economy ecosystem, combining environmental impact with digital engagement.

As Marketing Project Specialist, I was responsible for scaling both user acquisition (B2C) and strategic partnership visibility (B2B).

Strategy

Built a data-driven growth framework combining:

  • CRM segmentation
  • Automated campaigns
  • Social media growth
  • Community activation
Actions
  • Launched 30+ CRM campaigns annually
  • Built segmented targeting flows
  • Developed multi-platform social strategy
  • Coordinated partnership activations
Results
  • Grew social media community to 11,000+ followers in 12 months
  • Built 100,000-user community within 3 years
  • Enabled the collection of 1,200+ tons of recyclables annually
  • Increased engagement through optimized segmentation
  • Contributed to securing an MoU with the Ministry of Climate Change.

This project demonstrates my ability to drive measurable impact through structured marketing execution.