A little creativity. A lot of commercial focus. I own the full marketing journey—from strategy and budgets to campaigns, field events and measurable demand.
Hi, I'm Shawal! I bring the ideas, the planning, and the hands-on delivery. I'm a Senior Marketing Executive, with responsibilities at Union Properties and across its subsidiaries. From content and brand building to campaigns, events, and working with Sales, I help connect the dots. I love a tricky brief, a fresh idea, and seeing the results come together. Have a look around. I'd love to connect!
6+Years of experience
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AED 5MAnnual budget managed
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30%More MQLs · ServeU
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25%More qualified inquiries · The FITOUT
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50+Marketing assets · EnFM
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6+Years of experience
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AED 5MAnnual budget managed
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30%More MQLs · ServeU
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25%More qualified inquiries · The FITOUT
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50+Marketing assets · EnFM
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Brand Strategy ✦ Field Marketing ✦ Social Media ✦ Demand Generation ✦ Analytics ✦Brand Strategy ✦ Field Marketing ✦ Social Media ✦ Demand Generation ✦ Analytics ✦
01 / A little about me
curiosity meets purpose.
Hi, I’m Shawal, a B2B Marketing Strategist with a creative mind, a commercial focus and a problem-solving attitude. With 6+ years of professional experience, I turn business challenges into marketing ideas and those ideas into campaigns that connect with the right people.
My playground? Brand strategy and elevation, field marketing, PR, sponsorships, social media, digital campaigns and demand generation across facilities management, fit-out and landscaping. I give even the driest brief a creative spark, making marketing engaging, memorable and fun while keeping its business purpose clear. I work closely with Sales and Business Development to build brand visibility, engage priority accounts and generate qualified opportunities.
I love taking on challenges and finding a way through them to meaningful results. Whether I’m untangling a campaign problem, bringing a launch to life or making a marketing budget work harder, I bring curiosity, creativity and data to the table. Good ideas get my attention; solving problems and seeing results keeps me going.
Selected brands
02 / Career journey
experience.
Senior Marketing Executive
September 2024–Present · Parent company
Union Properties · Content strategy, thought leadership, brand building, events and executive engagement.
Diploma in Digital and Professional Marketing – Level 6
Ongoing
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Certificate in Digital Marketing
HACA · KHDA Approved, Dubai
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Marketing Strategy: Competitive Intelligence
LinkedIn Learning
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Brand Strategy: Management of Your Brand Reputation
LinkedIn Learning
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Content Marketing and SEO Fundamentals
Semrush
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Certificate in Brand Design
Udemy
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Certificate in Digital Marketing
Udemy Online Academy
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Content Marketing Certification
HubSpot Academy
Reporting & responsibility
one marketer. multiple brands.
I report directly to the Group Director. Alongside independent marketing ownership across subsidiaries, my Union Properties remit covers content strategy, thought leadership, brand building, events and executive engagement.
Union Properties · Parent company
Group Director
Marketing ownership
Shawal Shabbir
Senior Marketing Executive
Independent marketing responsibility across subsidiaries
Marketing remit across subsidiaries & brands
What this means in practice
I own the full marketing cycle: planning strategy and budgets, delivering integrated campaigns and field events, coordinating agencies and internal stakeholders, and reporting on performance. I partner with Sales and Business Development across the portfolio to turn business priorities into marketing activity and qualified opportunities.
04 / Selected work
good ideas. real impact.
Parent-company and subsidiary work, answered. Explore the objectives, my contribution and the results behind the work.
30%Increase in marketing-qualified leadsServeU · Account-based marketing
My scope: Senior Marketing Executive with parent-company responsibilities at Union Properties and end-to-end marketing ownership across subsidiaries. My remit spans content strategy, thought leadership, brand building, campaigns, field events and performance reporting.
01
Union Properties / Content, brand & executive engagement
Connecting the parent-company story with key audiences.
How did you address a key business challenge and deliver meaningful results?
The challenge: Support parent-company communication through relevant content, thought leadership, brand building and executive engagement.
How I addressed it: As Senior Marketing Executive at Union Properties from September 2024, my parent-company responsibilities cover content strategy, thought leadership and brand building, alongside events and executive engagement. This group-level remit sits alongside my marketing responsibilities across the subsidiaries.
What results or business contribution can I demonstrate?
My contribution spans parent-company content strategy, brand-building communication and executive engagement. Project-specific performance figures have not been supplied; subsidiary campaign results are presented separately.
How did you address a key business challenge and deliver meaningful results?
The challenge: Turning brand engagement into qualified opportunities for Sales, rather than treating campaigns and events as isolated activities.
How I addressed it: I co-developed personalised account engagement plans with Sales and connected email, events, paid digital, social and content. I planned engagement before, during and after events, with CRM lead capture, routing and attribution to support follow-up and reporting.
What results or business contribution can I demonstrate?
Resume-reported outcomes: 30% increase in marketing-qualified leads and 30% lift in brand engagement. Annual marketing budget managed: AED 5M.
ServeU Essentials / Digital experience, collaboration & ABM
Joining up the brand, the customer journey and the team.
How did you address a key business challenge and deliver meaningful results?
The challenge: Aligning customer-facing digital experiences and account engagement across teams with different responsibilities.
How I addressed it: I worked with Sales, Product Marketing, Customer Success, Product and Leadership to align messaging and go-to-market priorities. I contributed marketing requirements to the website, mobile application and CRM/CMS rollout, and used customer feedback and account insights to refine communication and personalised engagement.
What results or business contribution can I demonstrate?
Business purpose: create a more connected customer journey and more relevant account engagement. Project-specific performance figures are not shown.
Turning project expertise into qualified conversations.
How did you address a key business challenge and deliver meaningful results?
The challenge: Making fit-out capabilities relevant to priority developers, hospitality groups and corporate occupiers, and turning that relevance into qualified inquiries.
How I addressed it: I combined personalised capability decks and project case studies with LinkedIn outreach and Business Development-aligned email sequences. I coordinated digital, print, event and showroom activity, with monthly reporting on leads, conversions and pipeline influence.
What results or business contribution can I demonstrate?
Resume-reported outcome: 25% increase in qualified project inquiries.
Emirates National Facilities Management / Brand strategy & digital demand generation
Connecting brand visibility with the lead journey.
How did you address a key business challenge and deliver meaningful results?
The challenge: Connecting B2B brand visibility with demand generation and continued prospect engagement.
How I addressed it: I worked across brand strategy, digital campaigns, event-led pipeline activity and nurture campaigns. I used attribution to understand marketing contribution while managing an AED 2M annual marketing budget.
What results or business contribution can I demonstrate?
Scope from my resume: brand strategy, digital campaigns, event-led pipeline, nurture and attribution, with AED 2M annual budget responsibility.
Agricultural World Gardens / Social strategy & visual storytelling
Helping landscaping stories find their audience.
How did you address a key business challenge and deliver meaningful results?
The challenge: Improving audience interaction and campaign effectiveness for a landscaping brand.
How I addressed it: I combined social strategy, paid campaigns and visual storytelling, then used campaign analytics to refine the activity and improve its effectiveness.
What results or business contribution can I demonstrate?
Resume-reported outcomes: 30% increase in audience interaction and 20% improvement in campaign effectiveness.
↗ Field Marketing✦ Strategy◎ Demand Generation6+ years
Adobe Photoshop
Adobe Illustrator
Adobe InDesign
Adobe Lightroom
Adobe Premiere
Canva
WordPress
Semrush
HubSpot
Claude
ChatGPT