Trade Marketing Manager
Al Khayyat Investments - Consumer division
Total years of experience :18 years, 10 months
Reporting to the General Manager, responsible to plan, create and develop the Trade Marketing activities in UAE for Small Domestic Appliances. Al Khayyat is the sole distributor in UAE for Groupe SEB products; I manage a portfolio of Premium consumer goods Brands, Moulinex, Krups, Tefal and Rowenta. I manage a team of 28 promoters distributed throughout UAE in major outlets and Retailers.
• Build the Trade Marketing plan for the product portfolio according to the promotional activities in the various outlets
• Development of a trade promotional plan with key customers and channels
• Design the promotional material and coordinate promotional activities with Key Accounts
• Manage pricing and inventory to ensure products sales movement
• Monitor competition and market penetration to ensure achieving the growth and customer base development
• Leading development of the Trade Marketing Strategy to achieve defined business objectives across all product categories.
• Responsible for management and monitoring of Trade Marketing Investments and initiatives execution
• Contribute to the Company’s goals and objectives and improve market share, customer satisfaction and productivity performance.
• Working closely with key customers to provide category and shopper insights to drive performance.
• Leading efforts to leverage the Global Brand Positioning and solidify the company’s superiority through our customers and their showrooms.
• Putting in place, monitor and improve processes to link all Marketing activities with the activities of the Sales team.
• Conducting trainings to Sales Force. Converting products’ features into advantages & consumer benefits
• Responsible for Trade Marketing / Category Management process & solutions with external & internal customers to grow the categories.
• Develop, implement & evaluate category plans to meet profit objectives.
• Manage and evaluate trade promotion levels to achieve maximum returns.
• Responsible for Al Tijara w Al Amal Business Magazine, within less than one year transformed the magazine, developed new focused distribution plans, and changed theme and layout to a much more categorized, broad coverage as well as international and more business oriented news
• Increased account list from 60 client to 85
• Work closely with clients to design their ads and corporate image and help them with branding and advertising campaigns placement and planning
• Local and regional market research, benchmarking against top competitors, and plan future market penetration and share increase
• Studied sales and marketing teams ability and competencies and built a team able to deliver challenging results
• Worked with the design team to develop a new image, brand and concepts for the magazine outlook.
• Created targets for the sales team and managed their deals closure against the budget and quarterly targets
• Represented agency to clients; developed and recommended marketing programs; developed new accounts; built client relationships, and created brand loyalty through good customer service and creative approach.
• Managed advertising campaigns; assisted clients creative branding, clients included government sector, banks, Multinational Corporation and non-profit organizations.
• Managed accounts and expanded client base through direct sales
Brand Manager - Automotive Division- Hummer & Cadillac 2006-2007
• Initiate & coordinate focused marketing efforts to support marketing & sales promotion initiatives
• Market, demand and trend analysis, demand projection based on market requirement and assesses the performance.
• Conduct market survey twice a year about own function and identify positive & negative issues pertaining to customer satisfaction. Analyze survey results and report to management
• Develop market database and assist in preparing yearly marketing plan & budget
• Assist and coordinate the execution of advertising, branding, PR and promotion plans and campaigns that support the objectives of Group Communication
• Assist and coordinate with creative resources (designers, photographers, copywriters, commercial printers, agencies etc.) to ensure creative concept, and guidelines are adhered to and schedules are met
• Implement center's Strategic Marketing Plan and Budget to achieve property's annual goals, impacting sales, traffic and market share;
• Analyze market in terms of demand and trend and generate reports accordingly.
• Maintain personal contacts with customers and provide feedback to management about customers' needs and expectations and propose new services.
• Assess sales promotion initiatives.
• Implement marketing and advertising campaigns by assembling and analyzing sales forecasts
• Tracks product line sales and costs by analyzing and entering sales, expense, and new business data
• Prepares marketing reports by collecting, analyzing, and summarizing sales data.
• Researches competitive products by identifying and evaluating product characteristics, market share, pricing, and advertising; maintaining research databases
• Supports sales staff by providing sales data, market trends, forecasts, account analyses, new product information; relaying customer services requests
• Keeps promotional materials ready by coordinating requirements with graphics department; inventorying stock
• Monitors budgets by comparing and analyzing actual results with plans and forecasts.
