Emma Kouhaian
Kuwait City,Al Asimah
Summary
Accomplished marketing leader with over 18 years of experience in the Quick Service Restaurant (QSR) industry, including long-term tenure with McDonald's in Kuwait and current responsibility leading marketing for Chicster, Shrimpy, and HBR across Kuwait and Qatar. Proven expertise in developing and executing 360° marketing campaigns that drive sales, strengthen brand visibility, and enhance customer engagement across competitive GCC markets.
Strong background in brand strategy, product launches, and regional campaign execution, with deep understanding of consumer behavior and market dynamics. Skilled in digital marketing, influencer partnerships, and social media strategy, with a focus on building brand equity among younger audiences.
Experienced in managing marketing budgets, optimizing ROI, and leading cross-functional collaboration to ensure effective execution and consistent brand delivery.
Overview
19
19
years of professional experience
3
3
years of post-secondary education
1
1
Certification
Work history
Sr. Marketing Manager
Al Thiqa Restaurants Company
Kuwait
2025.03 - Current
- Led marketing strategy and execution for three QSR (Shrimpy, Chicster and HBR) brands across Kuwait and Qatar, driving positive year-end comparable sales growth across all brands.
- Developed and executed integrated marketing campaigns (Outdoor, digital, influencer, and in-store) aligned with brand and business objectives.
- Managed and developed the marketing team, ensuring high performance and alignment with organizational goals.
- Analyzed campaign performance, customer insights, and market trends to optimize strategies and improve ROI.
- Managed marketing budgets effectively, maximizing impact while maintaining cost efficiency.
- Built and maintained strategic partnerships with influencers and key stakeholders to expand brand reach.
- Conducted competitor and market analysis to identify opportunities and strengthen competitive positioning.
Marketing consultant
Al Maousherji Catering Company - McDonald's Kuwait
Kuwait
2019.01 - 2025.02
- Defined and implemented strategic marketing objectives aligned with business growth priorities.
- Assessed and evaluated new business opportunities, providing data-driven recommendations on market feasibility and expansion potential.
- Developed and managed the annual marketing calendar to ensure timely and effective campaign execution.
- Led negotiations with key stakeholders and partners to support marketing initiatives and drive value.
- Planned and managed the annual marketing budget, ensuring optimal allocation of resources and ROI.
- Delivered comprehensive performance reports, analyzing campaign effectiveness and identifying optimization opportunities.
- Oversaw social media and content strategy, optimizing engagement, conversion rates, and overall digital performance.
- Led corporate reputation initiatives, strengthening brand perception and stakeholder trust.
- Spearheaded key brand pillars including Value, Delivery, Food, and Brand Trust to reinforce market positioning and customer loyalty.
Marketing supervisor
Al Maousheriji Catering Company-McDonald's Kuwait
Kuwait
2016.01 - 2018.12
- Collaborated with the marketing team to develop strategies and finalize integrated marketing plans.
- Coordinated local and regional marketing promotions and campaigns, ensuring effective execution across markets.
- Monitored and optimized social media and blog content to maximize ROI, conversion rates, and audience engagement.
- § Prepared detailed performance reports to evaluate the effectiveness of marketing activities and inform decision-making.
- Planned and facilitated meetings with internal teams and external agencies to align on marketing strategies and objectives.
- Supported the Local Store Marketing (LSM) team in executing localized initiatives and campaigns.
- Partnered with the finance department to develop and manage the annual marketing budget.
- Developed and maintained the annual marketing calendar to ensure alignment across campaigns and business priorities.
- Led key product pillars, including Breakfast, Value, and Food Trust, driving targeted marketing initiatives.
Marketing coordinator
Al Maousherji Catering Company - McDonald's Kuwait
Kuwait
2012.09 - 2015.12
- Coordinated and executed multi-channel marketing campaigns, ensuring timely delivery and brand consistency.
- Managed press materials, social media, and website content in line with brand guidelines and marketing best practices.
- Developed marketing collateral, including brochures, in-store assets, and print advertising.
- Collaborated with the LSM (Local Store Marketing) team to plan and implement localized campaigns tailored to market needs.
- Partnered with the finance team to track and manage monthly marketing budgets.
- Supported and led key business pillars, including Breakfast, Value, and Food Trust, driving targeted initiatives for each segment.
- Handled customer feedback and complaints, enhancing overall brand experience and customer satisfaction.
Marketing secretary
Al Maousherji Catering Company - McDonald's Kuwait
Kuwait
2007.01 - 2012.08
- Performed daily administrative tasks to ensure smooth functioning and coordination of departmental activities.
- Supported marketing executives in the planning and execution of various projects and campaigns.
- Conducted market research and analyzed consumer feedback, surveys, and rating reports.
- Compiled and maintained financial and statistical data, including budget tracking and reporting spreadsheets.
Education
Bachelor of Business Administration -
Ascencia Business School
France Coursework in Public Law -
Arab Open University
Aleppo / Syria 2000.10 - 2004.01
Skills
- Marketing Strategy & Planning
- Integrated Campaign Management
- Brand Management & Positioning
- Digital Marketing (Social Media, Content, Influencer Marketing)
- Performance Marketing & ROI Optimization
- Customer Insights & Data Analysis
Languages
Arabic
Native
English
Fluent
Armenian
Native
Turkish
Advanced
Affiliations
- Traveling
- Cooking
Accomplishments
- Employee of the Year, Al Maousherji Catering Company (2022)
- Woman to Watch Award, Al Maousherji Catering Company (2023)
Certification
- Golden Arches Code E-Learning Training Program - 2016
- Introduction to Local Store Marketing - 2016
- Introduction to consumer business insight - 2016
- Introduction to Marketing- 2016
- WHMU – McDonald’s Global Marketing Academy - Chicago / Illinois 2017
Timeline
Sr. Marketing Manager
Al Thiqa Restaurants Company
2025.03 - Current
Marketing consultant
Al Maousherji Catering Company - McDonald's Kuwait
2019.01 - 2025.02
Marketing supervisor
Al Maousheriji Catering Company-McDonald's Kuwait
2016.01 - 2018.12
Marketing coordinator
Al Maousherji Catering Company - McDonald's Kuwait
2012.09 - 2015.12
Marketing secretary
Al Maousherji Catering Company - McDonald's Kuwait
2007.01 - 2012.08
Coursework in Public Law -
Arab Open University
2000.10 - 2004.01
Bachelor of Business Administration -
Ascencia Business School