Adel Nabhan

As a member of the Executive board of BNP Paribas Personal Investors in Luxembourg, I am in charge of Marketing, Communication and Strategy.

BNP Paribas Personal Investors, offers the unique combination of a genuine multi-channel distribution platform for financial products with the expertise of a major banking group. We aim to serve an international clientele looking for high-end services, whilst wishing to preserve the flexibility of direct account management online, by telephone or face-to-face.

Position
Executive board member in charge of strategy and marketing. Objective: market BNP Paribas Personal Investors’ financial products and services in order to recruit new clients with a focus on the expatriate community and increase customer loyalty.
Actively participate in the integration process with BGL BNP Paribas (Fortis Group) by developing a new business model (transactional internet site, client communication, product & service offer).

Milestones
Definition of target group – set-up of a new positioning and brand strategy for an upscale clientele – creation of a new brand & internet site “The Bank for expats” – rebranding strategy (formerly Cortal Consors in Luxembourg) – creation of a new set of marketing tools for the sales force – launch of new advertisement & direct marketing campaigns – organisation of golf tournaments & events – set-up of press relations – marketing & communication support for Singapore & Shanghai entities – internal communication – management of the internet site (marketing & transactional) – product development.

Responsible for brand strategy in Private Banking both nationally and internationally (Europe, Middle East): advertising campaigns, marketing material, events and Internet

Milestones
Currently preparing the rebranding of all Dexia entities in Luxembourg and abroad: advertisement concept, marketing material, Internet sites, legal aspects and stationary
Successfully launched a new international advertising concept for Private Banking in 2003, still active today, resulting in an increase of brand awareness and new clients
Supervised all the marketing actions for the “Dexia Private Banking ISAF 2006 Women’s Match Racing Word Championship” in Copenhagen increasing prospects; as a result similar events will be sponsored in 2007
Handled the creation of a new advertisement concept for Dexia Fund Services making the brand become truly global

Marketing and Communication strategy development for the launch of online banks in France and Luxembourg

Milestones
Developed an innovative advertising concept with top international advertising agencies resulting in a sound experience in cross border management
Successfully promoted “dexiaplus.fr” in France increasing brand awareness by 50% in less than 2 months using mass media (TV, radio, press and direct marketing) – Managed a Euro 5 million budget