Marketing Director
Global Beverage Company (Fayha Water)
Total years of experience :21 years, 9 Months
GBC is a leading beverage company in KSA & the Gulf region. It markets its products under several brand names (Fayha is the mainstream water brand, Berain for premium segment, malt beverage Super Bock is imported from Portugal, and in fruit drinks the Sweeze brand).
Inducted into the organization to provide leadership for development and execution of marketing strategies for Fayha Water brand with a 17% market share despite highly competitive market conditions.
Key Responsibilities:
Strategic Planning
• Establishing annual strategic marketing and promotional plans; directing execution for realization of sales/marketing objectives, and fortified brand awareness and positioning.
• Conceptualizing and directing marketing initiatives, programs and projects to drive brand equity performance; evaluating ROI to revise marketing strategies based on target market insights and category trends.
• Conducting market research and surveys to assess competitor initiatives, market gaps, consumer behavior and potential threats for attentive maximization of revenue opportunities.
Other Marketing Functions
• Developing and implementing trade marketing functions; monitoring efficiency and effectiveness of strategy to ensure increase in revenue inflow across all key retail points.
• Handling product pricing decision-making based on targeted positioning; addressing revisions in other aspects of the marketing mix including packaging, promotion, and selection of marketing mediums.
• Analyzing and interpreting financial performance to identify weaknesses and successes; leading consistent improvement in marketing department operations through best-in-class tools, industry practices and tactics.
• Managing recruitment and performance management of team members; providing support and mentorship to confirm empowerment, professional development, and staff retention to match department KPIs.
Headquartered in Riyadh, Saudi Arabia- Alfanar Company operates construction and manufacturing businesses, design and development centers, and a host of facilities in the Middle East and other countries.
Joined organization to serve as a Product Manager (Electrical Division), and charted a swift growth curve to secure promotion to the Marketing Manager (Ceramic Division) designation due to integral contributions toward continuous success and development of the organization over the years.
Designation Chronology:
• Jul 2010- Apr 2012: Marketing Manager - Alfanar Ceramic Division
• May 2008- Jul 2010: Product Manager- Alfanar Electrical Division
Highlights:
• Accomplished an impressive growth in business volume from 50 million S.R to 180 million S.R; led precision focused client acquisition and retention based on end-user behavior and market environment.
• Secured marketing leadership despite stiff competition and industry threats within a heavy duty segment.
Key Responsibilities:
Strategic Planning
• Devised results-focused annual strategic marketing and promotional plans to fuel realization of department objectives; evaluated brand awareness and integrity across channels to identify areas of concern.
• Managed brand and collection pricing for efficient capitalization of revenue generating opportunities, in addition to driving product penetration within target segment/market.
• Researched consumer insights to build brand equity and customer loyalty; conducted market research through in-house research team to understand competitive environment and key business drivers.
Marketing
• Determined feasible BTL advertising mediums; arranged participation in events/exhibitions, organized seminars and launch parties to strengthen consumer outreach program effectiveness.
• Developed NPD briefs and CPS to secure project delivery within time and financial limitations, in addition to maintaining alignment with consumer expectations and stakeholder requirements.
• Worked in conjunction with the in-house design department; spearheaded revisions in packaging design and concepts to attain cost reduction, product differentiation, and improved market positioning.
Operations Management
• Oversaw the day-to-day functions of the marketing department to drive consistent revenue growth, unwavering enforcement of marketing/brand standards, and seamless cross-functional coordination.
• Directed recruitment of direct reports; selected and hired qualified candidates, supervised performance, and provided guidance to deliver department KPIs and growth targets.
Highlights:
• Improved ALF brand market share from 25% (May 2008) to 36% (June 2010).
• Accomplished a 3% increase in gross profit in 2009.
• Successfully launched 2 new ranges of wiring accessories for high and low segments; secured 4% increase in marketing share within 1 year.
• Organized and participated in 2 major exhibitions in Riyadh and Medina to spearhead outreach initiatives.
Key Responsibilities:
Strategic Planning
• Prepared annual strategic marketing and promotional plans for the products from the wiring accessories category to translate consumer insights and market intelligence into profitable business results.
• Spearheaded the annual NPD projects' delivery within time and budgetary limitations; emphasized optimized resource allocation for attentive risk management, cost control, and realization of product specifications.
• Prepared brand SKU classifications based on sales volume to ensure fulfillment of forecasted demand and brand objectives; handled brand and SKU pricing to fortifying marketplace positioning.
Marketing
• Directed BTL marketing activities including event management, and participated in seminars, exhibitions and launch parties; improved in store marketing and product visibility/trade marketing to boost product awareness, and build consumer loyalty.
• Conducted market research with support from the in-house research department; produced competitive analysis, analyzed key market drivers, evaluated consumer preferences and anticipated changes in demand.
• Collaborated with the technical marketing engineers to develop and deliver various presentations focused on target group and segments including retailers/ whole sellers, consultants, technicians and end consumers.
• Managed brand P&L to ensure timely revisions in implemented strategies and plans to deliver targeted financial margins; leveraged incremental sales opportunities to enhance revenue inflow.
NFFP is a key member of Watania for Industries Group and is primarily engaged in the production of long-life juices and tomato paste.
Highlights:
• Delivered high impact customer focused solutions to strengthen ALWAHA relationship with key account holders.
• Accomplished a significant 29% increase within sector through optimized customer satisfaction.
• Led 65% growth in revenue from the largest key account (Al Othaim) within a span of one year (2006-2007).
Key Responsibilities:
• Planned, executed and managed the 5 year strategy for the Trade Marketing department in sync with SBU objectives to target high potential gains from marketing efforts, and fortify brand identity.
• Prepared the annual trade marketing budget; monitored performance metrics, allocation and spending across key retailers to reach identified consumer targets and accomplish desired profit results.
• Contributed towards designing of volume incentive schemes for key clients; kept abreast of consumer demographic and preference trends to ensure synergy between market demand and brand offering.
• Designed and recommended annual calendarised activities for different sectors to maximize sales; researched competitor activities, applied marketplace intelligence, and identified risks to protect effectiveness of trade spending.
• Collaborated with the sales and marketing divisions on a weekly basis; exchanged feedback to maintain consistency in messaging and brand management, in addition to negotiating annual contracts with clients in KSA.
• Supervised and approved detailed calendarised activities for various customers; oversaw development, production and distribution of promotional and collateral materials including point-of-purchase displays and signage.
• Cultivated new relationships for existing/new product categories; maintained strong ties with key accounts to drive incremental sales, and tracked revenue inflow against set forecasts and budgets.
Highlights:
• Accomplished growth in ALWAHA Floats juice market share from 3% to 10% within one year (based on MMEMRB reports).
Key Responsibilities:
• Established the annual marketing plan for the brand portfolio; set action plans and prepared cost sheets to reduce likelihood of process inefficiency, meanwhile boosting cross-functional cooperation.
• Coordinated product's production plans to ensure on-time delivery, adherence to schedules and business goals; facilitated growth in visibility based on targeted buyer segments and markets.
• Conceptualized and brainstormed suggestions for new products, new designs and new packaging designs; worked in conjunction with branch managers to enhance differentiation, and strengthen positioning/ messaging strategies.
• Oversaw the planning and implementation of advertising/ promotion activities in collaboration with external advertising agencies to secure integrated messaging and leadership positioning within growing markets.
• Participated in the preparation of marketing feasibility studies and gap analysis of potential products; conducted market studies for new/ existing products to aid key account sales forecasting and strategy modifications.
MSG is a leading diversified business group in the Middle East with interests in pharmaceuticals, agriculture, veterinary, medical, chemical, general trade, security, ICT and legal services.
Highlights:
• Set up new category in the Jordanian market for a (hand sanitizer) HiGeen brand to penetrate the household brand name group.
• Played an instrumental role in establishing a centralized marketing department (MSG).
• Acknowledged and recognized by management for successful development of a sales/marketing plan and budget.
Key Responsibilities:
• Developed and executed comprehensive short/long range marketing plans and programs to strengthen product sales and overall market share.
• Supported feasibility studies for new products, and utilized market research to revise product positioning, packaging, and pricing strategies.
• Established annual promotion plans; executed advertising campaigns within budget in cooperation with media division and external advertising agencies.
Previous Professional Experience:
• Jan 2001- Jul 2002: Marketing Executive; Computer Bath (SETS- JORDAN), Amman, Jordan
Key Certifications to Credit: • Certified Product Manager (CPM) • Certified Product Marketing Manager (CPMM)