Head of Brand
Transcend Sports Equipment Trading
Total years of experience :22 years, 2 months
Liaised with brand principle in Sweden to launch the brand in the Middle East as the brand representative in the Middle East
Set budgets and forecasts for both retail and wholesale divisions
Prepared OTB’s, Pricing, Promotions, Markdowns and Distribution strategies
Launched and managed online retail shopping portal
Managed the participation in major fitness exhibitions and events
Initiated and conducted a number of Pop-Up shops at key locations.
Managed Social Media channels, partnered with influencers to create brand awareness.
Enhanced and developed a productive long-term business relationship with Carrefour UAE & Oman, Geant UAE, Dubai Duty Free & Abu Dhabi Duty Free.
Proposed and Launched Project Al-Qamar at Carrefour UAE; Shop in Shop concept in 22 Carrefour Hypermarkets and 33 Supermarkets, with a vision to take the brand internationally.
Directly managed all marketing pillars of Al-Qamar brand: Product offering, packaging, pricing, promotional activities, stand design, location within the Carrefour outlets, as well as the Area Managers and the Sales Merchandisers teams.
Met and exceeded preset quarterly sales targets by an average of 10%, through accurate allocation of targets per location.
Prepared accurate forecasts to production to ensure efficient and effective product supply.
Worked closely with the Operations, Purchasing, HR, Finance, Creative and Production Teams to ensure flawless execution and an exceptional customer shopping experience.
Managed the brand in 49 stores across GCC, Egypt, Jordan, Libya, Yemen, and Pakistan ensuring all aspects are followed according to the brand standards.
Lead 9 new store openings across the region.
Managed the rebranding of La Senza to “Pin-Up” in the region; 22 retrofits and 13 refurbishments to the new store concept, integrated rebranding campaign, the transformed product mix and fashion, which all together accomplished the desired new brand positioning in less than 1 year.
Trained 250-300 stores operations associates across the region on all brand related material, and has driven conversion from an average of 19% to 32%.
Customized the global marketing calendar of the brand to well suit the different markets’ needs.
Launched various promotional programs and marketing strategies, which increased Average Transaction Unit in the UAE by 9% and Average Transaction Value by 15%
Set (Orders To Buy) according to sales forecasts and budgets.
Set retail prices for the countries to ensure profitability, yet maintain global pricing structure.
Conducted various sales analysis to guarantee preset targets are met.
Conducted various market visits to supervise visual merchandising, housekeeping stores standards and proper usage of marketing artwork.
Managed logistics: Ensuring shipments are transferred to the countries on timely manner.
•Sourced out local and foreign suppliers to ensure having an efficient effective product assortment to meet various target markets.
•Negotiated cost of goods and extra discounts, got the most extended payment terms, conducted regular market visits, obtained retail audits, set the correct margins and set competitive retail selling prices accordingly.
•Exceeded my Other Operating Income monthly target as well as display fees monthly target.
•Obtained exclusive promotional deals that best suit the various promotional vehicles.
•Set Merchandising Guidelines and departments layouts within various stores with different store concepts, and ensured they have been implemented to guarantee maximum sales volume.
•Followed up with foreign and local suppliers, as well as logistics and orders tracking to ensure having sufficient product supply.
•Positioned the Business Strategy and set Sales Volume Targets and Budgeting for the years 2005, 2006 and 2007.
•Achieved a 10% increase in toys sales margin, and achieved a 30% increase in toys sales volume since January 2005.
•Conducted a thorough market study on garments, as a foundation step for the opening of the Garments Department in Jordan.
•Established the Garments Department, having most of the assortment imported from foreign suppliers.
•Monitoring sales volume, stock-turns, and preparing accurate forecasts.
•Mediator, deal making, built enthusiastic customer relations, serviced a large client base, and management of complaints, to achieve and exceed preset targets.
•Managed and guided a team of Account Managers, whereby I was directly in charged of their day to day activities as well as their targets and numbers.
•Set and achieved monthly targets, generated an average of JD100, 000 Trade Volume per month.
•Trained new Account Managers to enhance their productivity and to enable them to act as effective team members.
•Serviced international visiting members and hunted international opportunities in order to seal international deals and generate an outstanding income for the firm.
