Category Marketing Manager, Domestic Appliances & Coffee
Philips
Total years of experience :10 years, 11 Months
Managing the Domestic Appliances category (Kitchen Appliances, Garment Care, Floor Care, Air& Coffee), a $70 M business for Philips in the Kingdom
• Successfully increasing overall DA Philips Market share by strong double-digit growth and commanding Market Leader position across multiple categories. Fryers 52%, Irons 22% are some of our leading sub-categories.
• Create KSA BMC strategy with KAMs and propose enablers to achieve aligned BU level KPI’s & market share objective.
• Conceptualize & execute 360 ATL & BTL marketing campaigns to build brand equity and category relevance in the Kingdom.
• Evaluate potential market opportunity at individual BU level, plan a MS ambition and work towards the growth ambition keeping the market size and MS in consideration.
• Accountable for KSA DA (category + Country) A&P budget effectively taking into account MROI.
• Manage sales and IGM performance monthly working closely with sales and finance team.
• Sets pricing strategy and owns category level IGM responsibility in line with commercial policy. Support sales team in delivering strategic account plans and pricing ecosystem.
• Work closely with sales & TSM team to effectively execute the commercial triangle and maximize sell out activity via appropriate marketing support.
• Monitors channel sales performance and work along with KAMs on account/category based growth plans.
• Support the digital team to help achieve the KSA ecommerce sales potential.
• Analyze market data & competitor performance and take necessary actions.
Managed the Haircare segment within the Beauty category for Middle East, a $45 M business for Philips in the region. Developed and executed ATL and BTL campaigns for Male Grooming and Beauty categories across ME.
• Launched the Philips New Lumea in Middle East with a strong 360 campaign giving Philips a stronger Market Leadership position in female epilation along with a double digit CSG year over year.
• Localized global toolkits for marketing and promotional activities that achieved better market visibility and market reach.
• Liaised with Creative/Media/Event agencies for conceptualization and implementation of creative works.
• Managed product launches, promotions and campaigns for Male Grooming and Beauty categories.
• Created a full year digital marketing calendar to remain always on and top-of-mind of consumers.
• Conducted competitor analysis by keeping up to date of market trends and competitor moves, Portfolio management, SKU optimization and Price management of the Haircare segment.
Successfully managed 250+ Hypermarkets, Supermarkets and Convenience stores across Dubai, Abu Dhabi and Al Ain by building and maintaining relationships with all Stakeholders, Store Managers and Department Heads. Worked closely with Distribution & Merchandising teams, external agencies and subordinates to effectively implement all Trade Marketing activities.
• Carried out successful product launches and marketing campaigns for Dunhill, Luckystrike and Pall Mall brands within the UAE.
• Ensured POS guidelines and planograms are maintained on a regular basis at BAT level of execution.
• Negotiated and closed contracts within the allocated budgets based on ROI, IMS figures.
• Identified new potential accounts based on demographics and geographic locations.
• Conducted Retail Engagement Programs to continuously improve product knowledge and consumer engagement.
Marketing of automotive parts and lubricants, building construction materials, plywood and electrical materials to various automobile companies, builders and developers. Responsible for managing client communication and new business opportunity generation.
• Increased profitability by 15% by identifying, negotiating and collaborating with suitable suppliers.
Conducted & managed market research for companies across different sectors such as FMCG, Pharmaceutical, Automobile, and BSFI in APAC and Middle East.
• Successfully worked on multiple CAPI, CAWI, Qualitative and Quantitative projects with End-to-End Project Management.
Managed CRM and the innovative products division. Developed and executed marketing campaigns to promote brand and product launches
• Generated a sale of 3, 500 units of merchandise worth $130, 000 to Lupin Pharmaceuticals for their corporate gifting scheme.
• Acquired 4000+ leads through a strong CRM activation.
