Betool Al Zeraie
Managing Partner
After majoring in marketing at University, Betool pursued the specialism her entire career. She started in luxury ready-to-wear and accessories, handling strategic marketing for brands the likes of Maxmara, DKNY, Jimmy Choo, and many more. In 2009, she spent a few weeks at the Jimmy Choo Head Office in London being taken through the business, and the “little hidden secrets” behind the brands success. When she returned to Kuwait, Jimmy Choo (among others) was one of the first brands she took digital, launching on local social media platforms as one of the first franchise companies to do so in the region, at a time when brands were still uncomfortable with the idea of engaging with luxury consumers on social media.
Betool was then involved in the launching of a number of important brands, one of which being Maison Martin Margiela. Along with developing the strategic marketing plan, she also executed an incredibly successful event - taking a 600sqm hall and converting it thoroughly into a Margiela Maison.
After some years in fashion, Betool then moved into luxury jewelry and haute horlogerie, and directed the creative, PR, and marketing department for brands including Patek Philippe, Chopard, Dior, Gucci, Chaumet, Bvlgari, and many more. Here she oversaw all marketing and communications, and in particular led their efforts in clientelling/relationship management and their growth on social media.
Betool lives and breathes marketing, and has developed her creative eye through repeating the intricate process of studying, planning and building marketing campaigns over and over again, and being entrusted with the responsibility to generate strategic long term plans as well as short-term tactical and creative solutions to problems on a daily basis. In her time, she has had to repeatedly develop creative strategies and campaigns that were approved by global brands of the highest standards, while still appealing to the unique requirements of our local markets.
In 2019, she decided to further her education, and was accepted to participate in an Executive MBA with HEC Paris. Now, she plans to share her creativity and experience with the world, through zerad...