Abdullah Sheikh Al-Sagha, Head of Market Strategy & Planning

Abdullah Sheikh Al-Sagha

Head of Market Strategy & Planning

Fine Hygienic Holding

Location
Saudi Arabia - Jeddah
Education
Bachelor's degree, Business Administration – Marketing and Management
Experience
19 years, 3 months

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Work Experience

Total years of experience :19 years, 3 months

Head of Market Strategy & Planning at Fine Hygienic Holding
  • Saudi Arabia - Jeddah
  • My current job since October 2019

Enable sales organizations to strategically sell to external customers. Act as the link between the central category teams and the markets’ sales organization to ensure that the categories and brands strategies and plans are fully aligned and executed with excellence across channels. Translates categories and brands strategies and initiatives into executable specific trade plans with specific APAP targets by channel.
• FY sales forecast delivery and 1-3 years financial planning including revenues, marketing/trade spending commitments. Together with Multi-Function Teams, recommend market investment decisions and sales gap-closing plans. (Team effort with central Marketing/Supply/Finance/Corporate MS&P).
• Trade margin strategies and glide paths With Trade Margin being a key element of Total Value Equation with customers. Ensure trade margin strategy is not a barrier for growth.
• Pricing & Promo strategy with clear guidance vs. most relevant competitive set. Contribution to the Brand Pricing Strategy through recommending pricing execution (shelf and promo) that maximizes value share (mix management), assessment of the feasibility to pass price increases to customers, and develop the promo strategy and guidelines for the market with clear price points, depth of discounts and frequency.
• Initiative’s execution. Point of contact with central team on Fit-For-Use and initiatives planning. Aggregate channels input on initiatives, new launches, in store support requirements, customer marketing activities requirements, and
• consolidate into one local marketing plan that addresses specific market and channels’ needs. Develop & Execute initiatives trade plans with excellence.
• Key accountabilities measure sales targets, sales fundamentals (APAP), GP by SKU, value & volume shares, and trade spending effectiveness

Head of Modern Trade at Unilever
  • Saudi Arabia - Jeddah
  • June 2018 to October 2019

🔹Unilever appreciated my well rounded experience and I was given another assignment to lead the Modern Trade Channel across all Unilever brands and manage a team of 70 members including 5 regional & national key account managers🔹

➡️ Responsibility included also to engage with the cross functional departments & stakeholders to design the optimal ways of working and achieving accelerated profitable sales growth for Unilever Modern Trade Channel by leading and developing the distributor.

➡️ By managing the development and implementation of the channel strategy across the Kingdom, we as a team :

✅ Turnaround the business from negative growth to positive by setting monthly KPIs along with a strategy aligned with all stakeholders.
✅ Optimized cost & operational efficiency by saving 1% and reverted not utilized funds back to system.

== Skills ==

FMCG | Sales Operations | Modern Trade Management| Country Management | Key Accounts Management | Financial Management | Forecast Management | Team Management | Strategic Planning | New Business Development | Cost & Operational Efficiency | Brand Management | Trade Marketing Management | Category Management | Retail Sales | Luxury Brand Management | Leadership Skills| Stakeholder's Management | Cross Functional Collaboration | Negotiation Skills | Communication Skills | Analytical &Creative Thinking | Global Portfolio | Commercial Management | Problem Solver | MultiTask | Organisational Skills | Budget Management | Financial Analysis | Trade Spend Management | Presentation Skills | Self Starter | Proactive | P&L | Project Management | Regional Retailers | Category Development | Market Share Growth. See less

Senior Category Marketing Manager-Hair Care at Unilever
  • Saudi Arabia - Jeddah
  • February 2018 to June 2018

🔹 I was very motivated to be headhunted by Unilever to lead the Hair Care Category; the 2nd Biggest Category in Personal Care to enhance & improve the brand's equity on Dove, Sunsilk, Clear & Tresemme 🔹

➡️ Responsibility included :

✅ Full P&L responsibility and accountable for developing a long term brands vision, driving market share growth while reflecting brand positioning with annual marketing strategies, along with the global/regional team and ensured a proper implementation

✅ Coaching & developing a team of 3 Brand Managers to meet set operational targets and KPIs .

✅ Support the Extended Leadership team, alongside the executive committee to build and shape the future of Unilever through a set of projects under 4x4 strategy.

🏆As a Team we optimized the product assortment tailor made to each country and implemented Must Stock List per channel.



== Skills ==

FMCG | Brand Development | Product Development | Brand Management | P&L | Marketing Management | Hair Care Category | Personal Care Category | Category Development | Forecast Management | Customer Marketing | Sales Operations | Modern Trade Management | Country Management | Key Accounts Management | Financial Management | Team Management | Strategic Planning | New Business Development | Cost & Operational Efficiency | Brand Management | Trade Marketing Management | Category Management | Leadership Skills | Stakeholder's Management | Cross Functional Collaboration | Negotiation Skills | Communication Skills | Analytical &Creative Thinking | Global Portfolio | Commercial Management | Problem Solver | MultiTask | Organisational Skills | Budget Management | Financial Analysis | Trade Spend Management | Presentation Skills | Self Starter | Proactive | P&L | Project Management | Category Development | Market Share Growth | Forecasting.

Head of Commercial Marketing at Bieresdorf- Nivea
  • Saudi Arabia - Jeddah
  • May 2016 to February 2018

☛ Being part of the Executive Committee, I was responsible to

✅ Implement BDF leadership vision at POS.

✅ Support the overall achievement of sales targets and brand growth objectives through the development and execution of strategies within brand guidelines and customer expectations.

➡️ Responsibility also included:

✅ Lead a Marketing team and Marketing department while managing product portfolio across Saudi Arabia and Yemen.

☛ As a team we were able to :

✅ Deliver innovative leadership through change period and restructure

✅ Define strategic direction by setting a 3-year marketing plan.

✅ Managed budget and other financial areas, including P&L.

🏆 Assuming ownership of international launches and creating the appropriate angle of attack on a local level, We successfully restructured the Merchandising Function for better execution in market OTIF.

== Skills ==

FMCG | Brand Development | Product Development | Merchandising Management | Promoter Management | Skin Care Management | Men's Category Management | Brand Management | P&L | Marketing Management | Hair Care Category | Personal Care Category | Category Development | Forecast Management | Customer Marketing | Sales Operations | Modern Trade Management | Country Management | Key Accounts Management | Financial Management | Team Management | Strategic Planning | New Business Development | Cost & Operational Efficiency | Brand Management | Trade Marketing Management | Category Management | Leadership Skills | Stakeholder's Management | Cross Functional Collaboration | Negotiation Skills | Communication Skills | Analytical &Creative Thinking | Global Portfolio | Commercial Management | Problem Solver | MultiTask | Organisational Skills | Budget Management | Financial Analysis | Trade Spend Management | Presentation Skills | Self Starter | Proactive | P&L | Project Management | Category Development | Market Share Growth.

Marketing Manager at L'Oreal Saudi Arabia
  • Saudi Arabia - Jeddah
  • January 2015 to April 2016

🔹Proud to be appointed to manage the Marketing Dept. of the world’s leading make- up brands, Maybelline and L’Oréal Paris🔹

➡️ Responsible to :

✅ Contribute as a member of the Executive Leadership Team.

✅ Lead a team of 3 Brand Managers and 1 Training Manager, identifying talent gaps and leveraging performance.

✅ Manage International Launches.

✅ Set Strategic plans & execution

✅ Optimize budget and ROI.

✅ Product Development to meet customer needs and achieve customer satisfaction.

🏆Delivered sales growth of 94% on L'Oréal Makeup& 39% on Maybelline.
🏆Boosted Maybelline ranking from 4th to 3rd

== Skills ==

Product Development | Brand Development | Beauty Category Management | Makeup Category Management | Merchandising Management | Promoter Management | International Launches | Marketing Strategies | Skin Care Management | Men's Category Management | Brand Management | P&L | Marketing Management | Personal Care Category | Category Development | Forecast Management | Customer Marketing | Sales Operations | Modern Trade Management | Country Management | Key Accounts Management | Financial Management | Team Management | Strategic Planning | New Business Development | Cost & Operational Efficiency | Brand Management | Trade Marketing Management | Category Management | Leadership Skills | Stakeholder's Management | Cross Functional Collaboration | Negotiation Skills | Communication Skills | Analytical &Creative Thinking | Global Portfolio | Commercial Management | Problem Solver | MultiTask | Organisational Skills | Budget Management | Financial Analysis | Trade Spend Management | Presentation Skills | Self Starter | Proactive | P&L | Project Management | Category Development | Business Growth| Customer Satisfaction | Customer Service | Brand Exposure | Trade Marketing | Strategic Execution | Sales Optimization | ROI | National Promotions| Customers Needs.

National Key Accounts Manager – Modern Trade at L’Oreal
  • Saudi Arabia - Jeddah
  • April 2012 to December 2014

🔹 Responsible to Lead the development and execution of the channel while taking ownership of a large portfolio encompassing over 400 accounts with an annual turnover of 32M$ for L’Oréal, Garnier and Maybelline brands 🔹

🥇Key Achievements🥇:

✅ Boosted the business by a 25% growth.

✅ Increased sales in Panda from 14% to 28% by end of 2014.

✅ Decreased market returns to 1.3% (vs 3.9% in 2012).


== Skills ==

National Key Account Management | Channel Management | Key Account Development | Channel Development | Product Development | Brand Development | Beauty Category Management | Makeup Category Management | Merchandising Management | Promoter Management | International Launches | Marketing Strategies | Skin Care Management | Men's Category Management | Brand Management | P&L | Marketing Management | Personal Care Category | Category Development | Forecast Management | Customer Marketing | Sales Operations | Modern Trade Management | Country Management | Key Accounts Management | Financial Management | Team Management | Strategic Planning | New Business Development | Cost & Operational Efficiency | Brand Management | Trade Marketing Management | Category Management | Leadership Skills | Stakeholder's Management | Cross Functional Collaboration | Negotiation Skills | Communication Skills | Analytical &Creative Thinking | Global Portfolio | Commercial Management | Problem Solver | MultiTask | Organisational Skills | Budget Management | Financial Analysis | Trade Spend Management | Presentation Skills | Self Starter | Proactive | P&L | Project Management | Category Development | Business Growth| Customer Satisfaction | Customer Service | Brand Exposure | Trade Marketing | Strategic Execution | Sales Optimization | ROI | National Promotions| Customers Needs.

Category Manager – Health and Beauty at Savola Group – Al Azizia Panda United
  • Saudi Arabia - Jeddah
  • January 2011 to March 2012

🏆 Led the 80M$ health and beauty category to a 5% profitability increase YOY by:

➡️ Restructuring health and beauty department dividing functions.

➡️ Recruiting a new talented team of buyers.

➡️ Building Vendor Alliances that secured promotional income of $10.6M (up from 8M$) in a one year period through win win business relations and contracts.

➡️ Leading the movement of 65 (out of 80) vendors to central distribution center in one year, boosting a business uplift of 10%.

➡️ Ensuring consistent consumer focus and Shopper insights capitalizing on market opportunities by partnering with supply chain.

== Skills ==

Vendor Management | Vendor Alliances Development | FMCG | Sales Operations | Modern Trade Management | Health Category Management | Beauty Category Management | Innovation | Supply Chain Management | Creativity | Contract Management | Shopper Insights | Shopper Marketing | Consumer Insights | Data Analysis | Consumer Demands | Country Management | Key Accounts Management | Financial Management | Forecast Management | Team Management | Strategic Planning | New Business Development | Cost & Operational Efficiency | Brand Management | Trade Marketing Management | Category Management | Retail Sales | Luxury Brand Management | Leadership Skills | Cross Functional Collaboration | Negotiation Skills | Communication Skills | Analytical &Creative Thinking | Global Portfolio | Commercial Management | Problem Solver | MultiTask | Organisational Skills | Budget Management | Financial Analysis | Trade Spend Management | Presentation Skills | Self Starter | Proactive | P&L | Project Management | Regional Retailers | Category Development | Market Share Growth | Category Strategies

Marketing Manager (Givenchy) at Chalhoub Group
  • Saudi Arabia - Jeddah
  • January 2010 to December 2010

-Secured position as market leader among make-up 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 a new scent which resulted in an uplift of 10% in additional sales within first month
-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
-Developed annual marketing strategies (ATL & BTL) and cascaded for implementation; enhancing brand image and visibility
-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
-Developed Marketing Communication guidelines and ensured these were adhered to for all marketing material developed

Sr. Brand Manager- Make Up For Ever at Chalhoub Group
  • Saudi Arabia - Jeddah
  • June 2006 to December 2009

-Successfully projected a positive brand image and positioned the brand as a market leader in MUP among beauty brands
-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 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
-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
-Managed a team of 80 personnel; conducting team training to close identified skills gaps and meet performance expectations
-Led the negotiation of sponsorship's, local PR initiatives, channel specific promotions and key account programmes etc.

Brand Manager - FMCG at Chalhoub Group
  • Saudi Arabia - Jeddah
  • December 2004 to June 2006

-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

Education

Bachelor's degree, Business Administration – Marketing and Management
  • at The American University of Sharjah (AUS)
  • April 2004

Additional Sector Training: -Certificate SEO and Digital Marketing, British Columbia International Academy, 2018 -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

Specialties & Skills

operations
Brand Management
Modern Trade
Key Account Development
Strategic Sales & Marketing, Business Development, Operations Management
Strategic Marketing (ATL/ BTL), Brand Development and Management, Modern Trade, Category Management
Media Management, Public Relations, Product Launches, Driving Business Growth, Reporting
Front Page for Web Designing, Web Designing with Flash, Outlook Express
Technical Skills: Ms Office (Excel, PowerPoint and Word, Microsoft Project Management, SPSS
Market Analysis & Research, Competitor Analysis, Clientele Development, Management Reporting
Financial Management, Budgeting, Human Capital Management, Training and Development
Key Accounts Management
Category Management
Team Leadership
Trade Marketing

Languages

Arabic
Expert
English
Expert

Hobbies

  • Swimming, Playing Piano, Charity Events