1. LANA MURAD
Dubai, UAE ■ +971.50 2531122 - +971.50 3821787 ■ lana.murad2@gmail.com
1
OBJECTIVE
A senior management consultant with 20 years professional experience in establishing excellence
frameworks; spearheading strategic marketing communications plans, leading initiatives and brand
positioning, for products and services of global clients.
KEY SKILLS
 Excellence Management, Customer Intelligence and Service Measurement (Satisfaction)
 Marketing Communications, Strategic Planning, Brand Development, Business Administration
 Project Management, Researching, Surveying, Business & Functional Strategy Development
 Marketing Management, Clientele Development, Revenue Generation & Target Achievement, Driving
Growth
 Account Management (Key Customer Management), Forecasting & Budgeting, Media Relations
 Training/Coaching and Mentoring
 Self-Motivated, Decision Making, Team Management, Communication & Interpersonal Skills
 Situational Leadership, Organizational Skills, Strong Networking, Analytical & Problem Solving Skills,
Creative skills
 Computer Related Skills: Publishing Software, Adobe Illustrator, Canva, MS Office and Internet Usage
 Serving and helping people, Strategic Thinker, Delegation-Empower employees with tools to Execute
Initiatives
 Committed to Learning New Things, Result Oriented, Catalyst for Change and Passionate for Work
PROFESSIONAL EXPERIENCE
The 7th Sense Consultant FZE - Project Management Consultancy,
Creative City, Fujairah, UAE April 2015 - Present
Founder & CEO
The 7th Sense Consultancy is established with the vision to help young entrepreneurs and sme’s take their
personal and business performances to the next level of professionalism and achievement in the market
place.
Services
Consultancy services in Project Management, Excellence and Performance Management, Change and
Service Improvement, Marketing, Research, Strategy, Innovation, Personal Development, Customer
Service Excellence and Business Development,
Stepping Stones Center for Autistic Spectrum Disorder, May 2014 - Dec
2014
(http://www.steppingstonesca.com/)
Dubai HealthCare City,
Dubai, UAE
Director of Marketing & Business Development (6 months)
Stepping Stones is an internationally recognized organization, located in Dubai Healthcare City, that utilizes
evidenced-based practices to treat and educate individuals diagnosed across various areas of
developmental and learning difficulties such as Pervasive Development Disorders/Autism Spectrum
Disorders, Attention Deficit/Hyperactivity Disorders (ADD/ADHD), Downs Syndrome, Speech & Language
Disorders, Sensory Integration Dysfunctions/Disorders and other related areas of need. The goal for each
individual is a more effective, independent and improved quality of life.

2. LANA MURAD
Dubai, UAE ■ +971.50 2531122 - +971.50 3821787 ■ lana.murad2@gmail.com
2
Highlights:
• Developed and implemented the business plan for Stepping Stones in collaboration with the Clinical
Director and other key management staff inclusive of marketing strategies and business development
and operational improvement initiatives.
• Established Marketing & Business Development Department (employed 4 officers) to handle sales,
customer relations, launch and manage new sales & marketing initiatives, conduct market research,
competitive analysis and generate new revenue streams in addition to manage and design all in-house
graphic design needed for new services, special events and awareness campaigns.
• Streamlined all sales processes to increase sales and serve more families with children on the spectrum.
• Increased overall revenue by 30%, increasing revenue from Saudi market, increased students
enrollment into inclusion and vocational programs.
• Conducted a market and competitor analysis for the center defining competitiveness of packages and
services and areas of opportunity in the market.
• Launched new training programs for professionals and therapists, …etc.
• Launched the summer vocational program; including program set up, media exposure, press kits, open
house, promotion and sales.
• Planned a school awareness and promotion roadshow.
• Set-up a collaboration for a sensory cinema in coordination with the clinical team and Novo cinemas.
• Revamped website and launched Arabic site with advertising agency.
• Supervised the production of Marketing Collaterals and flyers.
• Developed social media strategy with advertising agency.
• Mapped all internal processes for quality assurance and improved customer service.
• Conducted a full internal excellence and quality assessment and devised a quality improvement plan.
(According to Dubai Health Care City quality Standards- CPQ).
• Developed the vision, mission, strategic objectives, and company key performance indicators with
Senior Management
• Developed the core values for the staff in coordination with management and teams.
• Contracted a new IT company to handle the company IT needed and supervised the development of a
new CRM and scheduling system.
• Established a new online research system to conduct customer satisfaction surveys, research papers,
polls, …etc.
• Managed Career Day coordination with Middlesex University.
• Attended the 1st Dubai Health Regulatory Conference (DHRC) with attendance from several countries,
medical and treatment centers, hospitals, physicians, regulatory bodies and government entities.
Key Responsibilities:
• Develop and implement the business plan for Stepping Stones in collaboration with the Clinical Director
and other key management staff .
• Develop new revenue streams (GCC expansion, inclusion program, vocational program, consultancy
locally and abroad, etc.);
• Develop and maintain partnerships (Universities, Community Groups)
• Meet with schools, relevant organizations and pediatricians to set up profitable and beneficial
collaborations.
• Funding and business proposals (with 3rd parties/potential corporate sponsors); and supervise and
oversee team in arranging assessments in the UAE and surrounding GCC regions and continue to
develop and source opportunities for Stepping Stones.
• Plan, develop, design and implement strategic and tactical marketing plans for the organization.
• Develop/support fundraising strategies, opportunities within organization and/or organization’s affiliation
with related non-profit organizations.
• Produce Marketing Collaterals.
• Planning Events (i.e. summer program) in mainly focusing on the marketing opportunities surrounding
this as well as working with support staff in securing sponsors, fundraising, collaborations, etc.
• PR - source regular media exposure.
• Social Media – (i.e. Facebook) and all relevant blogs and forums.
• Customer Service - conduct surveys with new families (3 month follow up with new clients) & check in
with families regularly for customer satisfaction.

3. LANA MURAD
Dubai, UAE ■ +971.50 2531122 - +971.50 3821787 ■ lana.murad2@gmail.com
3
• Market research - continually keep abreast of competitor intelligence,market developments and report
this to key management personnel.
Technical Metal Industrial Co., Abu Dhabi, UAE (http://www.tmi-co.com/) January 2012 -
April 2012
Excellence Manager (4 months project)-Initiation Phase
TMI is privately owned company established in 1997 in the emirate of Abu Dhabi, United Arab Emirates.
TMI is an ISO 9001 certified company specializes in metal processing and manufacturing of Expanded
Metal, Plastering Accessories, Metal Rollforming, Suspended ceilings & Metal Ladders. TMI's head office
and showroom are located in the city of Abu Dhabi with regional offices in the city of Dubai, Ras El
Khaimah and Al Ain.
Highlights:
 Conducted a complete GAP ANALYSIS and identified areas of improvement, highlighting variance
between business requirements and current capabilities. Prioritized requirements, to bridge the gaps.
 Facilitated the qualifying and registering of the company as a preferred supplier with contractors and
consultants in the construction, industrial, petrochemicals, nuclear and energy sectors by ensuring
proper certifications and quality documentations are integrated into the quality system and processes.
 Played a pivotal role in establishing Excellence Quality Management System as an effective
management framework.
 Initiated a culture of Service Excellence, team work and collaboration.
 Completed organizational re-structuring model and endorsed it by Managing Director.
 Recommended a Customer Distribution Center to improve Customer Service, Customer Satisfaction
and enhance performance. Initiated requirements meetings to develop plan.
Key Responsibilities:
• Evaluate the organization’s productivity, serviceability and performance, operational development,
efficiency and effectiveness.
• Measured results, manage the needs and expectations of customers and key shareholders as well as
changes in the operating environment.
• To engage with the executive team, to re-structure the company and drive business improvement.
 Streamline operations and optimize performance.
• Recommended changes to enhance operations and profitability.
TecomInvestments, Dubai, United Arab Emirates Jan 2006 -
Feb 2010
Senior Manager- Customer Intelligence & Service Measurement Unit
The Company is one of the largest fully managed free zones in the world that operates under Seven
separate clusters: ICT, Media, Education, Life Sciences, Health, Industrial and Telecommunications.
Inducted as Manager - Customer Service & Satisfaction Measurement, worked up the hierarchy to the
position of Senior Manager - Customer Intelligence & Service Measurement (CSIM) Unit
Designation Chronology:
• Feb 2009 – Feb 2010: Senior Manager - Customer Intelligence & Service Measurement (CSIM) Unit
• Jan 2006 – Jan 2009: Manager - Customer Service & Satisfaction Measurement
Highlights:
•Established the Measurement & Service Department including processes and systems according to ISO
Standards.
• Bestowed with "Best Customer Satisfaction Award” in the 2006/2007, Dubai Holding Excellence Award

4. LANA MURAD
Dubai, UAE ■ +971.50 2531122 - +971.50 3821787 ■ lana.murad2@gmail.com
4
(DHEA) Cycle.
• Accredited as “Star of the Quarter” for outstanding performance, in October 2006.
• Drove performance and improvement opportunities whilst establishing framework for the customer
satisfaction measurement strategy for the company, its brands, shared services and support functions. (11
Business Units, 20 Shared Support Service)
• Led and implemented the development of the customer centric benchmarks and performance indicators
resulting in boosting Overall Customer Satisfaction by 17%.
• Adopted developed and benchmarked sound methodologies, processes and approaches to implement
the measurement strategy effectively. Developed and communicated the Standard Service Measurements.
• Dexterously managed the Survey System (www.tecomsurveys.com), established intuitive reporting
methodologies, performed ad-hoc analysis to support strategy.
• Successfully executed more than 500 surveys (internal and external customer satisfaction surveys and
customer research surveys), handled whole gamut of activities right from establishing goals, developing
survey designs to execution and reporting.
• Provided strategic advice on how to move from data to action- developed, implemented and
communicated more than 150 service improvement initiatives in the past 4 years.
• Introduced new customer listening posts (Electronic Feedback Tablets, Online Kiosks, Focus Groups)
• Developed and benchmarked Service Standards and measurements with American Customer
Satisfaction (ACSI Index (http://www.theacsi.org), UK Customer Satisfaction Index (http://ukcsi.com), Dubai
Government, Mystery Shopper Program and Dubai Holding Excellence Award (DHEA) standards. Internal
service standards were also benchmarked with “Siemens” -winners of Best Employee Satisfaction
Excellence Award- 2007” in a specialized visit. Standards were also benchmarked with Pan Arab Research
Center (http://arabiandemographics.iniquus.com) who uses World ESOMAR Research standards
(http://esomar.org), and TNS Middle East and Africa (http://www.tnsglobal.com/global).
• Analyzed complex survey data, presented executive summaries and recommended improvement
initiatives for the Dubai Government Mystery Shopper results.
• Initiated Service Improvement section within CISM to work closely with teams to ensure satisfaction rates
increase based on customer results, customer experience and customer feedback in alignment with
company widely important goals set by the executive management and customer satisfaction targets set by
CSIM.
• Initiated Customer Insight Section within CISM to use existing customer feedback to develop new
products and services and embed feedback into strategies and improvement plans.
• Grew the team from a single person operation to a team of 6, providing strong leadership and effective
management to encourage cooperation and teamwork. Maintained staff morale at a high level, and gave
them a sense of allegiance to the company.
• Trained and coached and mentored 4 Emirati junior interns, during the 4 year tenure, of which 1 graduate
decided to join the team as a full time employee.
• Designed, implemented and updated Customer Satisfaction Measurement strategy as well as Insight
Management strategy for the company brands, shared services and support functions based on market
research and intelligence, internal data analysis, world class best practices and benchmarking exercises.
• Established an integrated measurement and management system, implemented customer segmentation
and service profiling strategy and support functions to identify triggers on customer retention and
subsequently develop plans for customer retention based on specific customer needs and market trends.
• Liaised with subordinates for decisions to be implemented and defined road maps for business
enhancement, in consultation with management and authority matrix, to meet long term objectives.
Produced customized reporting packages that focuses on key opportunities for the company.
• Established internal and external customer satisfaction targets and KPIs. Conceived, developed and
implemented strategies to offer unrivaled service, exceeding quality & customer satisfaction goals to ensure
customer retention
• Managed the customer contact databank on the survey system. Built a Customer Satisfaction
Measurement questions library/databank as well as Inter-departmental Satisfaction Benchmarks
• Superintended team of 5, expounded operational performance of the team through close monitoring, and
updated the management with regular activity reports as well as ensured lucid communication.
• Developed a comprehensive management system and requisite internal controls to obtain ISO
certification.

5. LANA MURAD
Dubai, UAE ■ +971.50 2531122 - +971.50 3821787 ■ lana.murad2@gmail.com
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Key Responsibilities:
• Establish and apply the integrated model of service quality measurement methodology, process, team,
skill set, and systems.
• Build a research system, to eliminate performance bottlenecks and identify areas that drive high
performance, improve revenue, enhance the service quality and reduce costs.
• Develop, manage and upgrade the Customer Survey System.
• Manage the Operational Customer Satisfaction internal and external surveys for 3 Business Units and 5
Shared Support Services based on stakeholders requirements.
• Recommend improvements initiatives to sustain service levels for all brands. Defined and disseminated
specific service standards and set target satisfaction KPI’s.
• Launch new survey channels, provided tools to implement appropriate and effective surveying
programs.
• Manage and direct a team of 2 with a sense of allegiance to the company.
Integrant Inc., Amman, Jordan Mar 2005 - Nov 2005
Marketing Director
Highlights:
• Formulated strategic plans geared towards the launch of Integrant outsource IT services such as, call
center and after-sales support in addition to newly developed software products and the enhancement of
company oversees expansion and achieve sales targets.
• Launched 2 Debtlogic products -digital media campaigns in liaison with external agency to be launched
on website and exhibitions.
• Revamped company website with internal graphic team to escalate the effectiveness of online marketing
strategies.
• Devised advertising and PR budgets, developed, implemented and evaluated communications and
outreach strategies that promoted the public profile of the Company.
• Led a team of 2, mentored and supported performance appraisals/ trainings to maintain a motivated
workforce.
With access to entire IT outsource team to facilitate project implementation.
• Reported to 2 managers; Managing Director in Jordan Office and Marketing Manager in the United States.
Key Responsibilities:
• Develop promotional strategies to drive business and establish future brand management objectives.
• Impact overall business profitability by initiating change, mobilizing resources, generating ideas and
synthesizing them.
• Formulate and deploy an integrated range of branding and marketing concepts/strategies, consistent with
the overall goals/objectives of the business.
• Explore all elements of the marketing mix to define and drive marketing communications strategy
roadmap.
Jordan Airline Training & Simulation Co. Ltd, Amman, Jordan Oct 2003 - Feb 2005
Head of Business Development & External Relations
Highlights:
• Devised a business plan for the Company, after privatization, in close collaboration with Managing
Director, Executive Management Committee and Board of Directors.
• Successfully re-launched Company image, modernizing Corporate Profile and redesigning website; to
increase market share, growth and profitability.
Delivered original and innovative creative solutions in brand, design, advertising & media to fulfill
company’s visual communication needs; as such; are the Training Catalogues, Brochures, Banners,
Stationary, and Corporate Video that was filmed using Royal Jordanian fleet, Crews and facilities in
addition to the Queen Alia Airport/s, Cargo Sections and Training Center. The film was created from
scratch.

6. LANA MURAD
Dubai, UAE ■ +971.50 2531122 - +971.50 3821787 ■ lana.murad2@gmail.com
6
• Established a consistent image for the brand on all its marketing material, campaigns, corporate video,
training catalogue, trade shows and event booths, collaterals and give-ways.
• Established Customer Service Section, determined scope, processes, services, etc. for ISO certification.
Strove to project a highly professional and customer friendly facade to clients thus forging long term
business relationships as a key impetus to expansion and growth; Including receiving delegations from
foreign airlines; who are interested in training their commercial captains and cabin crews, in the Center.
Presenting to the delegation the center’s services and answering their queries and concerns.
• Established new business alliances and joint ventures.
• Planned and managed JATS’ booth in the Annual General Assembly (AGM) of the Arab Air Carriers
Organization held in October 2004 in the Dead Sea with over 1500 participants from the Aviation industry
including Arab and regional airlines, manufacturers, industry influencers and associations including IATA,
Airbus, Boeing, Sabre, etc.
Key Responsibilities:
• Conceptualize, plan and execute marketing programs.
• Formulate strategies to drive business and capture virgin/competitor markets - in alignment with
organizational objectives and profit motives.
• Formulate market segmentation and penetration strategies geared towards the expansion/ development
and consolidating the objectives established by the organization.
• Review and assimilate information pertaining to prospective scope for product innovation, prevalent
competitor activities and market conditions, to optimize strategies and market positioning.
• Develop the department policies, processes, systems and framework.
• Explore potential business opportunities and create sales projection in consonance with core business
KPIs.
• Analyze and capitalize on evolving market trends, focus on establishing the brand as best in class among
industry contemporaries through effective media planning.
Previous Professional Experiences:
• Jan 2001 - Aug 2002: Accounts Manager, INWA-Image Net Worldwide Advertising, Amman, Jordan
• Mar 1999 - Dec 2000: Marketing Manager/Partner, Rock City Travel & Tourism Company, Jordan
• Feb 1998 - Feb 1999: Owner, La Marcodee Marketing Consultancy
• Feb 1997 - Dec 1997: Marketing Manager, UMS/Young & Rubicam Advertising Agency, Jordan
• Jun 1994 - Jan 1997: Marketing & Business Development Coordinator, Ideal Group, Jordan
EDUCATION
European Foundation for Quality Management (EFQM) November 2008
Registered, Certified and Trained as a European Excellence Assessor
Universityof Jordan, Amman, Jordan June 1994
Bachelor's degree in Business Administration/Marketing and Advertising
Trainings/Certifications:
• Getting Things Done - David Allen, Dubai, Right Selection, November 2014
• Getting Things Done, David Allen, Dubai, December 2014
• Bootcamp Training in Advanced Digital Marketing Techniques, at Digital Marketing Institute, Dubai,
June 2012
• International Leadership and Management, UAE/UK, Oct 2009
• Situational Leadership- Ascent, Oct 2009
• Franklin Covey-Organizational/Execution Quotient Survey, Sept 2008
• Bricks To Bridges-Making Your Strategy Come Alive-Robin Speculand, Jun 2008
• Leadership Development Course-Internal, Jun 2008

7. LANA MURAD
Dubai, UAE ■ +971.50 2531122 - +971.50 3821787 ■ lana.murad2@gmail.com
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• Sustainable Environment & Energy Development Training, Apr 2008
• Franklin Covey-7 Habits for Managers, Jan 2008
• Realigning Market Research, Corporate Training-Kavaq Business Intelligence, Jan 2008
• Ron Kaufman- Up your Service Training (100-104, 200), Jan 2008
• Franklin Covey-7 Habits of Highly effective people-Signature Program, Nov 2007
• Results Not Excuses Project Management- The Australian Academy of Leadership & Project
Management-Alan Patching (PMP Accredited Training), Oct 2007
• Disney Keys to Excellence, Oct 2007
• Brain Capital Creation-Tony Buzan, Jun 2007
• Managing Meetings, April 2007
• Working SMART with Microsoft Outlook, Microsoft, April 2007
• PMP/CAPM Training, Sukad, Jan 2007
• PMP/CAPM Advanced Training, Sukad, Jan 2007
• World Class Customer Service, Dale Carnegie Training, Dec 2006
• Recruitment/Interviewing Skills, Innovative HR Solutions, Dec 2006
• How To Win Cooperation & Influence People-Dale Carnegie Training, Dec 2006
• Situational Leadership, Ascent, Dec 2006
• Leadership Advantage, Dale Carnegie Training, Nov 2006
• People Management, Nov 2006
• Profiting From Existing Customers Advanced Customer Satisfaction Measurement, Rob Mcdougal
• Leadership Factor, Kavaq Business Intelligence, Sept 2006
• Toastmasters Competent Communicator Certificate, 2006
• Strategic Thinking & Planning, Meirc Training & Consulting, Sept 2006
• Who moved my cheese, Spenser Johnson Certified Training, July 2006
• Project Management Fundamentals Level 1& 2, Executrain, Microsoft Certified, April 2006
• Ron Kaufman, Writing Back, March 2006
• Intensive Course In Desktop Publishing, Apple, 1996
• Organizing International Exhibitions, Conducted By Sir Bryan Montgomery In Cooperation With World
Trade Centre, Amman, 1995
PERSONAL INFORMATION
 Birth Date: 12 June 1971 (Age: 44)
 Gender: Female
 Nationality: Jordan
 Languages: English, Arabic and basic French
 Hobbies and Interests: Music, Arts and Yoga