CEO Insights Magazine

With evolving technologies, staying ahead in the game requires more than just innovation it demands not just cutting-edge products but also the latest marketing strategies. Malek Ouni, the visionary Marketing Manager of Dragon Mart-Qatar, stands at the forefront in implementing great marketing strategies as well as adopting the latest technologies to drive unprecedented sales. His passion for marketing is evident in his work, where he successfully catapulted customer traffic at Dragon Mart to an unprecedented one million visitors per month.

Boasting a distinguished career marked by remarkable achievements, Malek Ouni showcases strategic prowess from elevating occupancy rates at Kate Real Estate to turning Dragon Mart into a thriving market. His idea of implementing the Golden Bar Challenge led to a phenomenal increase in mall traffic, transforming it from an unknown Chinese mall to one of Qatar's most popular markets within six months. Malek's foresight and innovative marketing plans, such as introducing a digital safe challenge, further solidify his position as a leader at the forefront of cutting-edge strategies, resulting in over 1 million monthly visitors and establishing Dragon Mart as a market leader.

Give a brief account of your professional background and experiences?

My professional journey began with my introduc tion to computers, sparking a fascination with gaming and the exploration of computer systems. This interest led me to delve into modifying games, files and various electronic gadgets. Later, I shifted my focus to marketing, fueled by a passion for psychology. Seeking knowledge, I immersed myself in online courses, earning certifications from Google, Facebook, HubSpot, HP & more. Throughout my teenage years, I pursued entrepreneurial ventures, specializing in the purchase and resale of technology items.

After relocating to Qatar, I worked as a marketing manager in an agency, transforming its offerings and securing contracts with prominent clients and well-known local brands. Venturing into real estate marketing with Kate Real Estate, I played a key role in elevating occupancy rates from 10% to over 85% and successfully managed a profitable Business Center, leasing out 65 offices in less than 3 months.

This journey continued with the acquisition of DragonMart by Kate Group, a challenging project with a significant debt of around 12 million. I applied my e-commerce and trading expertise to turn the project profitable within a year.

My primary motivation has always been my passion for marketing, psychology, and social media trends, driving me to continuously study and experiment. It became a numbers game- analyzing KPIs, and testing various campaigns, videos, and user-generated content. This passion, coupled with support from top management, allowed me the freedom to explore different marketing channels.

Define Dragon Mart as an organization and its current position in the market?

When Dragon Mart first launched, it faced a challenge as it wasn't widely known, and its location, situated away from the center of Doha, posed an additional hurdle. Despite these initial obstacles, we embarked on a journey of exploration and experimentation, testing various campaigns until the Gold Bar Challenge became a game-changer. Within six months, Dragon Mart transitioned from an unknown Chinese mall to one of Qatar's most popular markets, with 80-90 percent of turnover attributed to the mall.

A key factor in our success has been the vibrant Chinese community within the mall, offering unique products not found elsewhere. The constant innovation from Chinese stores, introducing new and trending items, has been instrumental. Notably, products like the dancing cactus, a viral toy, were introduced first at Dragon Mart, creating a significant impact and competitive advantage. This proactive approach even led competitors to source wholesale quantities from our market due to our competitive pricing and early product introductions.

What are the strategic plans you have adopted to expand/optimize operations and to engage new audiences in the market?

My approach to marketing has evolved post the Gold Bar Challenge. Observing competitors' repetitive promotions, often relying on typical voucher giveaways, prompted a strategic shift. The focus for the upcoming year is on engaging challenges that motivate and involve our audience directly. A key initiative is introducing a digital safe with three digits. Customers who make purchases from our stores will have the opportunity to try their luck by attempting to guess the three correct numbers to unlock the safe, potentially winning a car with the keys placed inside- a unique concept in the market. This forward-looking marketing plan aims to position us as the 'Purple Cow' in the market, providing customers with exciting activities that not only challenge them but also offer a chance to win unique prizes

Describe your leadership approach and guiding principles

My leadership approach is rooted in the understanding that one cannot be a Jack of all trades. While I possess skills in marketing and media buying, I realized the importance of effective team management. Recognizing that being the best manager involves building a close knit family and community, I fostered an environment where engagement and collaboration were key.

Treating my team as true friends, engaging in personal discussions about their families, and creating a sense of home within the workplace became integral. This approach motivated the team to invest time, take on challenging tasks, and go above and beyond to achieve our goals.

What is the future destination you are heading towards?

Currently, I'm transitioning from working under others to pursuing my own entrepreneurial journey. Two months ago, I launched my marketing agency, Voxtra Solutions, and within this short period, we've already secured five clients and delivered significant results. Although I continue as the marketing manager at Dragon Mart for now, my future plans involve shifting my focus entirely to building and expanding my marketing agency.

How do you balance your professional and personal interests?

I've invested time and effort into various pursuits, including venturing into e-commerce, where I test different products and advertisements, leveraging my marketing skills. Exploring new industries and marketing different products and services is a hobby of mine.

Balancing work and family, I also enjoy spending time in front of the computer. Additionally, my love for swimming stems from my upbringing near the beach in Sousse - Tunisia, where I find relaxation and family time. Recognizing the impact of a sedentary lifestyle, I've started focusing more on fitness, with a daily routine that includes early morning prayers, gym sessions with a personal trainer, and a commitment to a healthy lifestyle.