Trade Marketing Lead – Africa
Sanofi
Total years of experience :26 years, 5 months
Lead commercial strategies & execution excellence programs, development of key accounts & key independents, segmentation & targeting of pharmacies & HCPs. Double hatting as shopper marketing lead for pain & allergy categories, develop path-to-purchase, perfect store, country growth drivers, integrated brand business plans (priority brand/channel activation mix).
• Manage distribution gaps in Egypt & South Africa, perfect store in Tunisia, Morocco, South Africa, Kenya, & Egypt.
• Lead HCP coverage optimization in Egypt. Developed HCP potentiality assessment & tool. HCP specialties coverage relevance assessment, FF sizing & activities optimization.
• Lead merchandising line in Egypt. Perfect store gap bridging & execution excellence in Tunisia, Morocco, SSA, & Egypt. growth of key customers in Egypt & South Africa, lead brand activation plans.
• Rationalize trade spend & prioritize activations. Margin maximization & trade spend optimization initiatives.
• Sustainable POSM program, mainly South Africa & Egypt. Develop vendors & capabilities in Tunisia & Morocco.
• Lead growth drivers & activation levers for Pain & Allergy categories, develop path to purchase, key brand activations & shopper engagement. HCPs, pharmacists, & traders’ engagement & brand positioning.
• Develop tactical plans for brand/channel mix, activating brands through customers, drive seasonality, priority engagement activities, & perfect season activations.
Set Customer, Shopper, & trade marketing strategies, Market Planning, Marketing Strategy, develop function infrastructure, build talents, develop retail segments, and commercial activities to deliver annual plans.
• Developed route-to-market strategies including segmentation of both retail market & HCP. Field-Force sizing, sales operations including detailing activity matrix & optimum coverage.
• Supported launch plans & business planning for Buscopan, Maalox Control, Enterogermina, Bisolvon, & Telfast D.
• Developed sales-out dashboard utilizing Qlik-Sense incorporating 3 systems. Offering analysis for sales-out, Field-Force productivity, customer profitability, & merchandizing execution.
• Strategy & structure development of key account management “pharmacy chains” with dedicated team in 2017.
• Developed & lead e-Com channel strategy, assets & alliance with top retailer portals 1999 to 2021.
• Segmentation, clustering of top 10K pharmacies & customer Insight in 2017 & updated in 2020 with leading agencies like DELIOTTE & IQVIA.
• Segmentation of HCP universe in 4 specialties based on 5000+ sample size & covered 6900 HCPs
• Developed and manage “strategy to execution” module of “winning in shopper experience” for leading brands.
• Strategy, tactics, competitive analysis, and “implementation” of customer loyalty schemes, covering top 10k pharmacies. Lead with leading distributors/WHS on execution.
• Led “perfect store “defining & standardization of different retail channels. Training, deployment & awarding.
• Launched visibility and merchandising” program TRAX covering top 4, 500 customers starting 2018. Recognized as best launching country in a 33 countries’ region. Launch “merchandizing” service covering 3500 POS.
• Designed & launched pharmacist’s training & engagement platform “AskSanofi” targeting 4, 000 HCP annually.
• Developed talents to support target restructure with commercial scope in various channels & marketing to support initiatives & new business development.
Developing RB portfolio with key account customers, sustain modern trade channel business growth in Egypt.
• Decreasing the promotion contribution to enhance overall channel profitability. From 21.6% in Q1-14 to 15.8% in Q4-14 with sales growth of 4% annually.
• Cut down roughly 80% contracted & ad-hoc monthly trade spends (rentals and special discounts) to improve spending % and minimize parallel trade.
• Improved customer growth rate accelerated low-rebate customers to enhance over all channel profitability.
• Recruited 2 Unit managers & 2 account managers, build team capabilities for modern trade business and efficiency
Arabian trading suppliers is the third largest FMCG distributor in KSA, managing the importing, and distribution of major multinationals like: MARS, RECKITT BENCKISER, L’OREAL, HOLSTEN, PINAR, AMERICANA CAKE, & CALFORNIA GARDEN
Responsibilities:
• Handling hair, deodorants, and skin care categories.
• Achieve annual turnover of mentioned categories in Egypt.
• Mange spending within targeted budget. Prepare and execute
monthly plan for consumer promotions and activities per region or customer per brand per range in line with annual turnover, targeted growth and spending targets.
• Achieve targeted market shares per category.
• Execute local customer/channel specific promotions.
• Analyze category performance by customer & channel to support joint business plans.
• Work with customers to improve customers overall category performance.
• Provides volume forecast based on activity plan per SKU.
• Volume plan inputs to S&OP.
• Manage trade marketing investments .
Responsibilities:
•Manage Carefour-Egypt account executives team. (This includes planning targets assigning them, and coaching to achieve assigned targets.
•Manage Unilever portfolio inside Carrefour. (this includes managing shelf share, shelf prices, visibility enhancement, planogram, availability, O.O.S)
•Plan and execute annual and monthly promotions grid. (this includes planning for national and exclusive promotions, special annual events, renting extra visibility spaces, gifts or premiums, pre-and-after evaluation of promotions, stock planning and allocation, co-packing, promoters, P.O.S materials)
• Renewing annual agreement with Carrefour-Egypt. (this includes negotiated contract terms, rebates, target slaps, annual growth percentage, and feature projects)
•Plan and execute category development projects. (this includes planning, presenting, designing, obtaining approvals, mange implementation, and review progress)
••Prepare account annual development plan. (this includes deep analysis of the account capabilities like SWOT analysis, external and internal operation audit, strategic investment projects, business development projects)
responsibilities with customer management in coordination with account manager, channel trade marketing, category trade marketing, brand manager, and line manager.
• Contact agencies and third parties to present ideas and solutions; develop designs and layout artworks with coordination with brand managers, Merchandising team, and activation team. Acquire quotations and best deals.
• Follow-up on POs through trade marketing and brand managers.
• Supervise and manage the production of category development items with third parties.
• Supervise and manage the implementation of the work plan. Assure quality and objectives agreed and achiev
Achievements :
•Ranked first among sales executives in 2006 yearly assessment.
•One of top five sales executives in delivering objectives in terms of sales, growth rate, and payments.
•Awarded the membership of club M$ 100.
•190.5 % sales growth, organic sales growth is 45.3%.
•Growth of contribution to modern trade turnover from 4% to 5%.
•Maintain brands contribution at the healthy split profile.
•Follow-up with key accounts, monitor their performance, working on developing sales volume, as well as marketing presence.
•Working on the 5 buckets targets (competition targets) to achieve settled goals.
•Renewing key accounts developing agreements as per price grid plan, and executing contracted items (sales volume, floor displays, SKU stands, marketing coolers, outdoor and interior sign boards.
•Managing and developing Pepsi-Cola Standard presence with key accounts, as well as all contracted outlets.
•Follow-up with customer representatives and ensure the TU+ (marketing objectives) execution in the market.
•Plan and manage required marketing budget to achieve objectives.
•Plan and execute required marketing researches within my territory as an individual project\assignment.
•Solving all officially, technically, and mechanical pending issues with other departments.
•Maintaining the filing for all key accounts agreements, and documents.
Achievements:
•Created, developed, and executed new NOKIA N-Gage cell phone/game station road show within 3 major cities in K.S.A (Jeddah, Riyadh, and Damam).
•Developed, and co-managed UNILEVER Arabia OBJ 2003 (Gallery of Stars) Incentive program in Sharm Al-Sheikh - March 2004.
•Executed British American Tobacco Incentive Program to Barcelona - Span.
•Executing and managing Nestle basket in-store promotion within Jeddah city - December 2003 (25 outlets).
Responsibilities:
•Receiving the client brief, gather the required data, create the event idea, designs, and develop the Idea.
•Propose to the client, negotiate, and sign the event contract.
•Setting-up the action Sheet.
•Contacting the third Parties and coordinating with them.
•Managing the installation/organizing team.
•Coordinate with the client and ensure his satisfaction.
•Following-up all details and overcoming any obstacles.
•Reporting to the Division Manager.
Responsibilities:
•Receiving the client brief, gather the required data, create the event idea, designs, and develop the Idea.
•Propose to the client, negotiate, and sign the event contract.
•Setting-up the action Sheet.
•Contacting the third Parties and coordinating with them.
•Managing the installation/organizing team.
•Coordinate with the client and ensure his satisfaction.
•Following-up all details and overcoming any obstacles.
•Reporting to the Division Manager.
•Responsible for contacting third Parties and coordinating with them.
•Managing the Installation Labors and overcoming the obstacles.
•Responsible for reporting to the event manager.
MBA, Major marketing & minor shopper behavior
B.Sc., Commerce, Accounting Department.