Ahmad AlHajji, Director of Marketing and Operations, Loyalty Programs

Ahmad AlHajji

Director of Marketing and Operations, Loyalty Programs

Fawaz Al Hokair Group

Location
Australia
Education
Higher diploma, CIM Post-Grad Professional Diploma in Marketing
Experience
21 years, 4 months

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Work Experience

Total years of experience :21 years, 4 months

Director of Marketing and Operations, Loyalty Programs at Fawaz Al Hokair Group
  • Saudi Arabia - Riyadh
  • December 2017 to August 2018

Responsible for the commercial, operational and marketing activities management as well as financial modelling and strategic milestones for Loyalty Programs commissioned by Fawaz AlHokair Group. I have spearheaded the reconstruction of two loyalty programs for the largest foodservice company in the Kingdom of Saudi Arabia, AlHokair Food & Entertainment co. with 250 outlets, as well as Arabian Centres, the largest mall property development company in Saudi Arabia with 19 malls across the country with 4, 000+ outlets and an annual footfall of 100+ mio.

Vice President, Sales & Marketing at MayzBXL
  • Belgium
  • October 2016 to November 2017

MayzBXL is a global company based in Belgium specializing in technology, with R&D in Netherlands. We are an international solutions provider and system integrator company that supports its clients' pursuit for operational excellence, efficiency and profitability. For example, we have innovated an ultra-wide band radio frequency based RTLS (Real Time Location System) appliance with capabilities to track, monitor, report and control any movable thing.

Responsibilities:
 Fully accountable for all Commercial and Corporate responsibilities (Strategy development and activities including Sales Planning, Integrated Marketing, Branding, Communications & Content Development and Customer Experience).
 Inspire creativity, innovation and excitement for new methodologies and strategies to increase customers’ satisfaction and focus on developing the customer journey.
 Development and management of the customer experience proposition via a user friendly web-based GUI (Graphical User Interface) based on customer needs and usage, including Website and Mobile applications, Digital Content and CRM and evaluate areas of improvement to achieve Service Excellence.
 Validate, develop and manage, through continuous customer interaction and insight generation, optimisation of processes and simplifying access to information, as well as ensuring consistency and clarity in all brand communication and seamless user interfaces for complex solutions.
 Design new product go-to-market strategy and management of marketing and PR programs that drive demand for our products.
 Identifying, Training, Supporting and Management of Sales distributors.
 Creation of Service Level Agreements (SLAs) and Contracts; supervision and continuous improvement of all direct and in-direct sales activities, distributors, partners as well as 3rd party service providers.
 Research & insight generation including but not limited to IoT and AI global technological advancements.
 Official speaker representing the company internationally.

Director of Center of Excellence for Strategic Marketing at AIMS Holding - Abdullah Ibrahim Mohammed Al Subeaei
  • Saudi Arabia - Jeddah
  • May 2015 to May 2016

AIMS is a multi-billion dollar family run investment holding company, established in 1933, operating in the following sectors: Investment, Properties, Industrial, Education, Retail and Hospitality. I have been recruited to take part in driving organizational restructuring and transforming corporate culture, to implement SOPs and best practices, to build a multi-functional marketing department, to lead company’s transformation into a modern, progressive and marketing-lead company, and to lead a radical turnaround.

Accomplishments:
 Creation of ownable Corporate and product brand Identities (Brand Manuals)
 As Brand custodian, ensured all sales and marketing activities across the Group are in line with the brand guidelines.
 Supported value creation and developed Marketing Capability across all of AIMS Group Sectors through Policies, Systems and Processes creation based on transfer of Best Practices and innovative Thinking.
 Formulate Corporate Marketing Strategy and Integrated Marketing Communication plan that defines Customer bases, market Segments and tactical, operational arrangements for driving value creation and effective delivery into AIMS Group’s diverse markets.
 Designed the Brand Architecture for the entire portfolio of the business units.
 Supported subsidiaries with development of their Marketing and Business Development strategies for Retail, Real Estate, Hospitality, Industrial and Education sectors.
 Developed tactical Marketing tools expediting revenue generation in completed Real Estate and Retail projects.
 Source, filter, select and prepare contracts with 3rd parties and strategic partners.

Director, Marketing & Business Development GCC at Cap Enterprise Solutions LLC
  • United Arab Emirates - Dubai
  • April 2010 to April 2015

CAP Enterprise Solutions LLC (Field Marketing, Merchandising & Media) www.cap-marketing.com

Some of the accounts I managed include Samsung Gulf Electronics, Red Bull, ZAIN telecom, P&G, Nestlé and Western Digital among others.

Retail Marketing Executions & Management:
 Support clients’ management decision-making process via market data analysis and insight generation.
 Streamline operation from strategy development through joint client meetings to execution and follow up.
 Conduct and manage execution of BTL Retail Brand Activations (Merchandising, Road Shows, Events, In-Store Promotions, In-Store and In-Mall Branding, Market and Consumer Research).
 Translate all client requests into clearly defined action points, develop customised reporting templates and improve existing reports to enhance clarity, accuracy and increase efficiency in a flawless environment.
 Advise clients on suggested BTL/ATL activities based on market feedback, trends and competition activities.
 Retain strong market relations and manage 3rd party suppliers ensuring quick delivery of execution.
 Manage and responsible for 400+ dedicated Country Managers, Area Managers, Sales Reps, Promoters and Visual Merchandisers across the GCC.
 Develop job descriptions and KPIs as per clients’ requirements.
 Evaluate and provide continuous trainings and support on guidelines and best practices.

Media Solutions, Offline & Online:
 We also have a Media division in Saudi with exclusive media rights in Panda, the number one supermarket in Saudi Arabia.
 Support client communications by creating high quality multilingual bespoke Digital Marketing & Communication Media content as well as Training & E-Learning Digital Platforms that help organisations increase efficiency while reducing cost.

Marketing & Business Development Consultancy:
 Established the creation of strategic business lines for a high profile family group of companies in FMCG, Retail and Food Service covering AMEA region. Including but not limited to sourcing of store locations, real estate negotiations, franchising agreements, business and growth planning.
 Prepared a full market study and developed a 5 yr business plan for a multimillion-dollar FMCG pipeline.
 Developed a low risk, profitable and sustainable business strategy and attained master Food, Beverage and Healthcare brands distribution rights, covering a total of 27 countries extending from Africa and the Middle East to South Asia, of established food, beverage and healthcare brands from Far East and the Americas, in addition to master franchise rights for food service and other retail outlets.
 Orchestrated the launch of a new and unprecedented solution (e-commerce platform) providing members affordable quality dental and oral cosmetic services and treatments across our portfolio of expanding dental clinics. Resulted in cost saving varying from 20% to 80% with an average of 50+% for all end users.
 Supported the re-branding of an existing mega brand and managed development of all ATL and BTL elements.
 Won the pitch for ‘Muthakkirati’ Project an initiative of the UAE Teachers’ Association, involving PR and media campaigns.
 Strategic business development as well as sales strategy consultancy for clients in assorted sectors.

BRAND MANAGER, FOOD at AGTHIA Group PJSC
  • United Arab Emirates - Abu Dhabi
  • May 2008 to April 2010

B2B & B2C specialty flour types and FMCG Bakery categories

Recruited initially to assist the new Management Team to take part in driving organisational improvements and implementing SOPs and best practices, to participate in building a multi-functional marketing department, to lead company’s transformation into a modern, progressive, marketing-lead and consumer-centric operation bringing end-consumer nutritious snack and meal solutions, and to lead a radical turnaround to an otherwise revenue and profit stagnating situation.

Worked closely with the Marketing Head to integrate Marketing SOPs and best practices, create company’s first Brand Guide in 30 years, including ‘ownable’ corporate identity and positioning, define and implement product development roadmap, establish the brand architecture for the entire portfolio of existing and newly developed food product ranges, developed integrated communication campaigns and collaterals, executed introduction of new pricing strategies and cost controls and helped develop a flawless value chain operation.

Accomplishments:
 Re-branded the organisation and introduce the ‘Live Healthy’ tagline.
 Helped reinvent the business by introducing a new consumer product line of 20+ SKUs that transitioned low profit commodity business to a profitable consumer-driven organization.
 Teamed with all support functions and achieved 38% revenue growth, from $80M to $110M in 2 years.
 Achieved significant gross profit increment from 14.5% to 26.5%, through profitable innovation, product mix management, and cost reduction exercises realizing $4M savings over 2 years.
 Launched 2 B2B categories and 2 B2C FMCG categories, with a cumulative volume attaining 47, 000 tons, contributing in 12% of total business - vs. nil in previous 30-year history - and GP levels ranging from 28% to 44%
 Played an instrumental role in driving Cultural Innovation: Helped drive a fundamental paradigm shift towards operational efficiency, business systems, employee accountability, and value-chain processes, all of which were absent in 2008.
 Validated through research and initiated CAPEX projects for Food NPD 2010-2015 Roadmap including several end-consumer snack & meal categories: Frozen Western Breads, Frozen cakes & Cookies, Ambient Croissant snack range, salty / savory bread-based & crackers snack ranges, Samossa meal range.
 Involved in appointing 3rd Party Partners - Advertising, Media, Digital, Website Developers, Packaging, Research, Retail Audit, R&D Bodies, Certified Nutritionist, etc.
 ISO Task Force Member & Change Management Team Member. Contributed in certification renewal of ISO and HACCP.

ASSISTANT BRAND / PRODUCT MANAGER, HOT BEVERAGES at Nestlé Middle East, UAE
  • United Arab Emirates - Dubai
  • September 2005 to May 2008

Nestlé Middle East - FoodService Division - 10 countries ‘Gulf, Levant & Iraq’

Nestlé is a leading multinational FMCG player with a diverse portfolio of consumer products. Nestlé Middle East Food Services FZE is a regional market leader in the Out-of-Home channels promoting global brands such as Nescafé, NIDO, Nesquik and Milo among others.

Results over 2.5 year period:
 Grew the FoodService Hot Beverage business revenue - from $12 to $15M in last 2.5 years - reaching a value of 60% of FoodService division revenues through strategic & tactical initiatives (including NPDs, EPDs, Category segmentation, creation of pricing structures and cost reduction strategies, distribution and channel planning (route-to-market); customer, channel & category analysis; key account management support; product performance tests; regional marketing plans and organization of regional promotional activities including advertising and Trade Marketing).
 Identified and successfully introduced six NPDs into the Middle East region for the first time (including Nestea Tea Bags, Nestea Premixes, Nestlé Almond Milk and BUONDI Roast & Ground Coffee Beans).
 Re-designed & re-formulated value destroying products to profitable EPDs achieving NP levels of 18+%.
 Developed packaging designs that were recognised and posted as examples on the Nestlé global intranet in the section of Packaging Best Practices.
 Event management.
 Active member of the strategic development team including: partners relations, Nestlé ME operational companies as well as beverage service partners & distributors and key accounts
 Personal initiatives:
o Created a method for a detailed regional business analysis for the second biggest regional customer leading to becoming the highest revenue generator with 75% volume growth over a span of just 15 months - a certificate and cash prize were issued to me as a reward.
o Developed ME Country Fact Books

ASSORTED SUPERVISORY ROLES – Food & Beverage Divisions (Luxury 5* Hotels) at Intercontinental, Sheraton, Four Season
  • United Arab Emirates - Dubai
  • June 1998 to August 2005

- Led teams of 25+ members.
- Part of 3 Pre-opening phases of Luxury 5* Hotels.
- Ensured smooth day-to-day operations, delivering high-quality customer service reaching a CSR of 98%.
- Supervised the quality of food and beverage served to guests
- Trained and supervised staff on various standards, including customer service, hygiene and other best practices.
- Supported other Departments in several high profile and large scale functions.

Education

Higher diploma, CIM Post-Grad Professional Diploma in Marketing
  • at Chartered Institute of Marketing
  • June 2005

Professional Diploma in Marketing, Chartered Institute of Marketing, 2005

Bachelor's degree, B.A. in Hotel Management
  • at Applied Science University of Jordan
  • June 2001
High school or equivalent, British High School Diploma
  • at New English School of Jordan
  • June 1997

Specialties & Skills

Strategic Thinking
Strategy Building
People Management
Global Business Development
Entrepreneurship
Value Chain Improvement
Strategic Marketing Planning
Customer & Consumer Insight-Driven Marketing
Brand & Product Management
Customer and Consumer Communication
Leading and guiding 3rd party partners
Negotiations Skills
Pricing Strategies, P&L & Cost Management
Sales & Trade Marketing Management
Creative and analytical thinking
Leadership
Interpersonal
Management
Communications
Customer Experience
People Management
Visual Merchandising
E-Commerce

Languages

English
Expert
Arabic
Expert

Memberships

Chartered Institute of Marketing
  • Member
  • May 2005