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    Abdullah Sheikh Al-Sagha

    Head of Commercial Marketing

    Bieresdorf- Nivea

    Location:
    Saudi Arabia - Jeddah
    Education:
    Bachelor's degree, Business Administration – Marketing and Management
    Experience:
    13 years, 5 months

    Work Experience

    What's your work experience? Your experience is one of the most important sections in a CV.
    List all relevant responsibilities, skills, projects, and achievements against each role.  If you're a fresh grad, you can add any volunteer work or any internship you've done before.
    Add Experience

    Head of Commercial Marketing

    at Bieresdorf- Nivea
    May 2016
    To Present
    Saudi Arabia - Jeddah
    -Responsible for implementing BDF leadership vision at POS and for playing a key role in the achievement of sales targets / brand growth objectives through the development and execution of strategies within brand guidelines and customer expectations
    -Managing and leading Marketing Dept. of Beiersdorf portfolio in Saudi Arabia & Yemen incl. Nivea, 8x4, Labello and Hansaplast
    -Reporting to GM and providing strong and innovative leadership to all marketing activities at an exciting time of change and restructure for the company
    Highlights Thus Far:
    -Defined strategic direction and 3 years marketing plan, effectively guiding portfolio priorities including new launches, pillar products’ renewal and animation of core catalogue
    -Assumed ownership of international launches and created the appropriate angle of attack on a local level in order to build integrated engaging consumer experiences; supervising entire development process and ensuring fulfilment of deadlines
    -Managed budget incl. sales forecasts, price strategy, profitability of brand, and P&L etc.

    Marketing Manager

    at L'Oreal Saudi Arabia
    January 2015
    To April 2016
    Saudi Arabia - Jeddah
    -Managed and led the Marketing Dept. of the world’s leading make- up brands, Maybelline and L’Oréal Paris; reporting to Saudi GM / MENA MD and managing a team which encompassed 6 senior brand, training and marketing professionals
    -Successfully brought Maybelline brand from a ranking of 4th to 3rd by closing Year in Lifestyle and increased weighted distribution by 30% through the development of deep distribution elements
    -Achieved a forecast accuracy of 85% from starting point of 62% and delivered sales increases of 94% on Maybelline and 39% on L’Oreal Paris respectively
    -Defined strategic direction and 3 years marketing plan, guiding priorities incl. new launches and pillar products’ renewal
    -Led international launches established local angle of attack to build an integrated, engaging consumer brand experience
    -Managed financials incl. profitability and P&L, ensured new launches adhered to agreed timescale and brand strategies, and regularly reviewed trends in major accounts to establish future action plans
    -Secured and negotiated presence in best locations to drive the business towards successful growth
    -Developed annual marketing strategies (ATL & BTL) with other markets and ensured proper implementation in order to enhance brand image and visibility through sustained efforts
    -Identified current and future customer needs, and aligned marketing and product development initiatives to complement
    -Assisted sales team by providing national / regional and bespoke promotions which maximized brand exposure and sales return
    -Developed Master Data File which supported trade marketing team in the aim of changing visuals/elements for better exposure
    -Managed and mentored marketing team to exceed expectations; identifying talent gaps and taking effective corrective actions

    National Key Accounts Manager - Modern Trade

    at L’Oreal
    April 2012
    To December 2014
    Saudi Arabia - Jeddah
    -Led development and execution of the channel, taking ownership of a large portfolio encompassing over 400 accounts with an annual turnover of 32 M$ for L’Oréal, Garnier and Maybelline brands, driving an average of 25% business growth
    -Successfully increased sales in Panda from 14% to 28% by end of 2014 and decreased market returns to 1.3% (vs 3.9% in 2012)
    -Achieved triple the rate of beauty market growth, 25% vs 6%, leading to an increase in market share of 11.6%
    -Developed and executed customized client strategies and managed relationships with key accounts; achieving long-term sustainable and profitable growth in line with overall strategy
    -Directed the monitoring of customer service levels in close collaboration with category managers and logistics
    -Planned and managed personal business portfolio as per agreed market development strategy
    -Attended both internal and external customer meetings to present and discuss ideas for new business development
    -Implemented effective go-to market model for Saudi Arabia; monitoring and analyzing activity against goals
    -Achieved sales objectives as per strategic plans; reviewing and contributing channel data and recommendations to sales plans
    -Provided timely and accurate market intelligence to formulate pricing strategy and implement approved pricing structure on all company products while simultaneously maintaining maximum profit margin
    -Assisted HR Dept. in the recruitment and training of staff and motivated teams on a continual basis
    -Ensured sales staff were provided with, and utilized, appropriate selling tools, and verified supervisors field visit plans

    Category Manager - Health and Beauty

    at Savola Group - Al Azizia Panda United
    January 2011
    To March 2012
    Saudi Arabia - Jeddah
    -Recruited to lead category with $80M turnover which was growing at an average of 20% YOY and to establish new structure within health and beauty; dividing functions and introducing a new team of 4 senior buyers
    -Delivered a 5% increase in profitability and secured promotional income of $10.6M (up from $8M) in a one year period
    -Led movement of 65 (out of 80) vendors to central distribution center in one year, bringing a business uplift of 10%
    -Planned and executed baby diapers Catman which reflected in 5% uplift in 6 months.
    -Played a key role in defining category role, strategies and opportunities as required to market space and prices, plan assortments and promotions, increase market share, enable category growth and meet / anticipate consumer demands
    -Developed vendor alliances, promoted mutual growth, maximized resources, ensured consistent consumer focus and capitalized on market opportunities by partnering with supply chain to identify best distribution and vendor practices
    -Conducted competitive market research to evaluate and benchmark the progress of business plans and financial performance
    -Established improved collaboration with Supply Chain, Finance & IT Depts. and implemented analytical tools in category planning & execution
    -Identified product and category growth opportunities and created plans to support execution of major category projects
    -Communicated with Procurement and Distribution to better understand the marketplace, issues and opportunities
    -Monitored stocks and segregated them appropriately by employing effective liquidation plan and planogram
    -Ensured accomplishment of companywide due diligence, risk assessment and continuous vendor monitoring requirements; mitigating vendor risks and effectively strengthening relationships

    Marketing Manager (Givenchy)

    at Chalhoub Group
    January 2010
    To December 2010
    Saudi Arabia - Jeddah
    -Secured position as 4th market leader among 3Ax luxury brands by successfully directing day-to-day functions of the marketing dept. to drive consistent revenue growth, enforcement of marketing / brand standards, and seamless cross-functional coordination
    -Successfully launched EauDemoiselle Perfume which resulted in an uplift of 8% in additional sales within 2 months
    -Managed operations across skincare, perfumes and make-up streams; increasing market share by 0.5% (beating Chanel)
    -Led business unit and participated in strategic planning with a primary focus on marketing initiatives and product planning
    -Set short and long term objectives in conjunction with senior management; establishing specific plans and on-ground strategy
    -Identified and proposed potential business deals, secured partners and retailers, and explored new business opportunities
    -Screened potential business deals by analyzing market strategies, deal requirements and financial aspects
    -Developed annual marketing strategies (ATL & BTL) and cascaded for implementation; enhancing brand image and visibility
    -Identified current and future customer needs, and aligned marketing and product development initiatives to them
    -Led development of marketing database incl. client / prospect details, mailing list, and applications to assist Make-Up Artists
    -Conceptualized and planned several promotional activities incl. creating promotional material
    -Organized numerous promotional campaigns, special events and beauty schools to promote products and maximize sales
    -Developed Marketing Communication guidelines and ensured these were adhered to for all marketing material developed
    -Identified resource requirements in line with company growth plans; analyzing talent gaps and initiating actions to reduce it

    Sr. Brand Manager- Make Up For Ever

    at Chalhoub Group
    June 2006
    To December 2009
    Saudi Arabia - Jeddah
    -Successfully projected a positive brand image and positioned the brand as a market leader in MUP among beauty brands via a well-defined strategy which catered to key customers and their specific requirements; ensuring expectations were fulfilled
    -Effectively doubled turnover within a 3½ year period, including initiating a first of its kind bridal concept event in May 2008
    -Decreased stock returns from 2.5% to 1% in 2 years and improved ranking from number 3 to number 1 make-up brand in 2009
    -Awarded ‘Best Marketing Talented Person’ 2 years running (2007 - 2008) by Chalhoub Group Middle East
    -Supported decision making through the compilation of detailed analyses and reports; facilitating greater revenue achievement
    -Held responsibility for regional forecasting / sales tracking and for setting territory business planning
    -Utilized consumer insights to drive long-term growth of brands; translating insights into profitable product innovations
    -Tracked and monitored brand performance and built an understanding of brand perception
    -Developed and implemented master marketing plans to expand market share and infiltrate competitors’ market share
    -Served as focal point of contact for advertising decisions; coordinating with agencies to design and implement programmes
    -Led company’s corporate campaigns to maintain and enhance visibility through advertising campaigns spanning various media
    -Managed a team of 80 personnel including senior sales and marketing staff; conducting team training to close identified skills gaps and meet performance expectations
    -Led the negotiation of sponsorships, local PR initiatives, channel specific promotions and key account programmes etc.
    -Effectively eliminated operational blockages by ensuring uninterrupted logistics, on-time deliveries & optimum inventory levels

    Brand Manager - FMCG

    at Chalhoub Group
    December 2004
    To June 2006
    Saudi Arabia - Jeddah
    -Developed plan which enabled achievement of targets, including advertising, programme / promotions, and research
    -Successfully coordinated with Sales Managers to expand network to reach 1, 100 POS
    -Effectively established performance specifications, cost and price parameters, market applications and sales estimates
    -Managed the status of projects, product testing and the evaluation of external agencies on an ongoing basis
    -Provided consumption based data analysis, insight and support in order to better understand market trends and dynamics

    Extra years of experience not listed above:  1 Years, 8 Months   

    Education

    What's your educational background?
    Let employers know more about your education; remember, be clear and concise.

    Bachelor's degree, Business Administration - Marketing and Management

    at The American University of Sharjah (AUS)
    United Arab Emirates - Sharjah
    April 2004
    -Make Up Métier Certificate of Participation, L’Oréal Paris; 2015
    -Certificate in Advanced Key Accounts Management, L’Oréal Middle East; 2013
    -Certificate in Transactional Interpersonal Skills, L’Oréal Middle East; 2013
    -Certificate in Financial Awareness, Chalhoub Group; 2009
    -Certificate in Presentation Skills, Chalhoub Group; 2008
    -Certificate in Applied Performance Management, Devoitel Training Centre (via Chalhoub Group); 2008
    -Certificate in Leadership, Chalhoub Group; 2007
    -Trainee Certificate in Business Etiquette, Protocol & Public Relations, European Business Centre Studies & Training; 2004
    -Trainee Certificate in Marketing Strategies & Prediction of Sales, European Business Centre Studies & Training
    -One year of English & Maths Studies, Lebanese American University, Lebanon; 1999

    Languages

    Do you speak more than one language?
    For some jobs, fluency in one or more foreign languages is a plus, so add your language skills to get better results.
    Arabic
    Expert
    English
    Expert

    Hobbies and Interests

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    Help employers know more about you by looking at your hobbies and interests
    Swimming, Playing Piano, Charity Events