Basma Elkholy, Marketing Manager Egypt & Adjacent Africa

Basma Elkholy

Marketing Manager Egypt & Adjacent Africa

SIG Combibloc OBeikan

Location
Egypt - Cairo
Education
Bachelor's degree, Business Adminstration - Marketing Concentration
Experience
17 years, 4 months

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Work Experience

Total years of experience :17 years, 4 months

Marketing Manager Egypt & Adjacent Africa at SIG Combibloc OBeikan
  • Egypt - Cairo
  • My current job since December 2015

Market Research:

• Understand NCSD (Non-carbonated soft drinks) & LD (Liquid Dairy) market: suppliers, products, wholesalers, retailers and consumers through conducting various market research (Egypt & Gulf)
• Build up a database for all market intelligence.
• Keep updated with new activities and developments in all market aspects which impact the business directly and indirectly (new players, new products, new substrates, and new competitors).
• Create market overview which highlights LD & NCSD production and consumption levels per categories, pack size and pack type for our customers ( Juhayna, Beyti, Almarai, Cappy, Rani, Al Sakr) & competition
• Present and discuss country overview report to customers
• Monitor competitors’ developments, strategies, tactics, prices and summarize these in a presentable form to external & Internal customers
• Work and lead research agencies to conduct required consumer research projects, such as concept tests, packaging tests, attitude & usage according to the business needs

Market Segment / Product Management:

• Investigate market trends, new products and anticipate future market developments and needs and develop product concepts that fulfills that needs and present it to my customers
• Analyze customers’ market position, their product positioning, SWOT and product portfolio and develop customized product concepts to assure best utilization of the Combibloc filling machines.
• Update customers with global and local market trends which influence consumer behavior.
• Update customers with relevant innovation done by SIG Combibloc.
• Validate new product ideas and quantify their market potential.
• Anticipate future market developments and summarize the results in product needs for Combibloc

Communication:

• Identify important topics about customers to create a written communication “In Focus, success story, brochures, Internet, presentations”.
• Investigate needs of communication (internally / externally).
• Customize available information according to customers’ needs.
• Manage and improve customer relations, ex: gifts and events could be used as supporting tools wherever suitable.
• Manage the budget gifts.
• Update customer database on monthly basis together with Sales.

Business Development:

• Cooperate with Sales in meetings with potential customers.
• Build up data base on Global Accounts and be prepared to answer requests from GAM (Global Account Managers) and to deliver status reports.
• Define new target markets/segments and target customers together with Sales ex: potential export markets & regions that could be potential for our customers products
• Define country strategy annually for the coming 5 years, build 5 years sales Forecast and anticipate growth rates

Regional Marketing Manager at Grohe
  • Egypt - Cairo
  • February 2015 to December 2015

• Define and develop a distinctive and engaging brand positioning across different countries in accordance to Brand identity and guide lines.
• Management and execution of brand campaigns across the region of North Africa (TV, Print, Outdoor, Radio) including liaison with media buying and creative agencies, co-ordination of campaigns with internal departments such as Products, Web Content and Legal, monitoring and tracking of campaigns and evaluation of results using agreed KPI’s.
• Take responsibility for the media budget and budgetary control and management of any 3rd party agencies that support in the execution of the brand and tactical activity.
• Define and own PR and Social Media strategy and approach working with the regional marketing team to ensure that the execution is delivered to agreed global guidelines and strategy, whilst maximizing local opportunities.
• Development and management of all other brand marketing initiatives including, sponsoring, events, brand identity building and any other initiatives as and when they arise.
• Analyze market trends and recommend changes to marketing and business development strategies based on analysis and feedback.
• Oversee creation and delivery of press releases, advertisements, and other marketing materials.
• Design print ads and publications and ensure brand messages are consistent along region
• Gather and analyze customers insight..
• Engage consumers on social media.
• Deepen relationships with all media to ensure the most effective messaging and positioning of the organization.
• Collaborate with sales and sourcing to develop strategic partnership activities and implement the execution framework and strategic plan on identified opportunities.
• Develops and recommends pricing strategy which will result in the greatest share of the market over the long run.
• Achieves satisfactory profit/loss ratio and share of market performance in relation to pre-set standards and to general and specific trends within the industry and the economy.
• Develop short- and long-term plans and budgets for the marketing, communications and public relations program and its activities, monitor progress, assure adherence and evaluate performance.
• Monitor profitability and performance of Categories and SKUS across different countries and highlight any variance from budget and drive corrective actions.

Marketing Manager at SIG Combibloc Obeikan
  • Egypt - Cairo
  • April 2014 to January 2015

1. Market research:
• Understand NCSD (Non-carbonated soft drinks) & LD (Liquid Dairy) market: suppliers, products, wholesalers, retailers and consumers.
• Build up a database for all market intelligence.
• Present and discuss country overview report to customers and conclude with final view.
• Work and lead research agencies to conduct required consumer research projects, such as concept tests, packaging tests, attitude & usage according to the business needs.

2. Market Segment/ Product Management:
• Investigate market trends, new products and anticipate future market developments and needs.
• Analyze customers’ market position, their product positioning, SWOT and product portfolio and develop customized product concepts to assure best utilization of the Combibloc filling machines.
• Anticipate future market developments and summarize the results in product needs for Combibloc
• Update customer profiles at least twice a year.

3. Communication:
• Get knowledge on most common communication tools being used by our customers.
• Identify important topics about customers to create a written communication “In Focus, success story, brochures, Internet, presentations”.
• Manage the budget gifts and track the use of items.
• Update customer data base on monthly basis together with Sales.

4. Business Development:
• Cooperate with Sales in meetings with potential customers.
• Build up data base on Global Accounts and be prepared to answer requests from GAM (Global Account Managers) and to deliver status reports.

Category Manager - Filters at Tank Filters - Minlo
  • Egypt - Cairo
  • April 2013 to April 2014

• Handle all category ATL & BTL activities and budget allocation of media spending and plans.
• Monitor all the brand activities on the social media and keeping it updated regularly with brand news.
• Monitor the performance and activities in both our show room and our sister company show rooms (B.Tech) regarding the brand
• Responsible for developing plans and executing projects and initiatives that support the broader short and long-term marketing strategy.
• Analyze consumer trends and information, and categories to help identify product categories to enter as future sources of growth.
• Drive consumer understanding and insights that defines our prime prospects’ needs, attitudes and values in order for consumers to have stronger and more impactful brand experiences.
• Participate on a cross-functional team to develop new products following the process, including analyzing information to help set the sales forecast and financials.
• Analyze market and competitive information to support setting new product pricing and managing price on existing items.
• Review channel and customer-specific point-of-purchase trade plans and provides feedback on consistency with marketing plan.
• Handle the marketing budget division and spending.
• Monitor the performance and profitability of different SKU's and give reports.
• Responsible for building the business volume/share and profit
• Responsible for sales (volume and turn-over), shares and profit growth.
• Define and build the brand’s equity.
• Responsible for the category new product launches, and report on success rates.
• Develops Category pricing & pack strategies, improved margin mix, trade spending plans and distribution goals in order to develop actionable KPI’s.

Brand Manager - Tank Water Filters at Minlo for Trade and Distribution - Tank Water Filters
  • Egypt - Cairo
  • April 2012 to March 2013

• Responsible for developing plans and executing projects and initiatives that support the broader short and long-term marketing strategy. .
• Analyze consumer trends and information, and categories to help identify product categories to enter as future sources of growth.
• Drive consumer understanding and insights that defines our prime prospects’ needs, attitudes and values in order for consumers to have stronger and more impactful brand experiences.
• Analyze market and competitive information to support setting new product pricing and managing price on existing items.
• Review channel and customer-specific point-of-purchase trade plans and provides feedback on consistency with marketing plan.
• Handle the marketing budget division and spending.
• Monitor the performance and profitability of different SKU's and give reports.
• Responsible for building the business volume/share and profit
• Responsible for sales (volume and turn-over), shares and profit growth.
• Define and build the brand’s equity.

Brand Manager at Henkel
  • Egypt - Cairo
  • July 2008 to April 2012

• Responsible for the launch of 5 new brands in the Egyptian Market (Tangit, Metylan, Sista, Ceresit and Pattex) and Pritt.
• Handle the marketing budget division and spending.
• Handle all the trade marketing and development of point of sale marketing materials for all the brands like stands, danglers, posters and in-store activities.
• Manage different channels of distribution and formulate the different business models for distributors.
• Set the pricing of different products ranges VS the competition.
• Organize training events for our different target groups like: distributors, salesmen, workers and engineers, to introduce our product benefits, uses and competitive edges.
• Responsible for the repositioning of Pritt brand in the market.
• Launching school activity program at class "A" schools for Pritt.
• Monitor the performance and profitability of different SKU's and give reports.
• Responsible for building the business volume/share and profit
• Responsible for sales (volume and turn-over), shares and profit growth.
• Define and build the brand’s equity.
• Develop the marketing strategy, including price and communication strategy for each brand.
• Lead the development and planning of the brand’s initiatives to ensure advertising and promotions development, to meet the marketing objectives.
• Responsible for the media campaigns launches, planning, and budgeting.

Marketing Executive at Everest Industrial Group
  • United Arab Emirates - Sharjah
  • September 2007 to June 2008

• Handle all direct Marketing activities, Media, Events, Promotional Campaigns, and Exhibitions. (Anuga Trade Fair- Germany/ Gulf food - Dubai)
• Supervise all the marketing efforts of the company.
• Coordinate between sales department and production department.
• Search for new clients internationally.
• Handling tenders for invasion of the EU markets.
• Analyze markets for opportunities and threats.
• Conduct market studies for new markets
• Supervise company presentations to new clients

Education

Bachelor's degree, Business Adminstration - Marketing Concentration
  • at American University in Cairo
  • June 2007

Psychology Minor

Specialties & Skills

Marketing Plans
Product Launches
Profitability Analysis
Brand Management
Pricing
MS Word
MS Excel
MS powerpoint
Business Development
Brand Management
Market Research

Languages

Arabic
Expert
English
Expert