Wasseem Atalla, Marketing Manager

Wasseem Atalla

Marketing Manager

IFFCo Egypt

Location
Egypt
Education
Master's degree, Business And Marketing
Experience
18 years, 1 month

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Work Experience

Total years of experience :18 years, 1 month

Marketing Manager at IFFCo Egypt
  • Egypt - Cairo
  • My current job since May 2022

* Launched new SKU under brand “Amira” ghee to target new customers
* Planned the 360 marketing campaigns for the new and existing SKUs including its ATL, BTL & digital activities
* Managed several market researches tackling new product innovations and changing existing formula
* Audited Censydiam, brand tracker and market segmentation studies for deeper insights for the Oil, Fat & Ghee market
* Analyzing new pack sizes to achieve higher profitability
* Monitoring multiple digital agencies in terms of weekly posts and monthly plan

Marketing & Communication Manager at Kandil Industry for Galvanized Steel
  • Egypt - Cairo
  • January 2020 to April 2022

* Setting the overall marketing strategy for Kandil group.
* Market the existing current range of products with a special focus on the “Prepainted” steel in terms of usage and utilization in different industries.
* Analyze thoroughly the sales figures by customer, commodity, region, industry, segment and sector for the local and export market on a monthly, quarterly and annual basis versus prior year.
* Overseeing the company’s attendance at industry-related events, such as trade shows and conferences.
* Looking after the budget of the marketing department to obtain the best ROI.
* Evaluate the company pricing structure for the full products range versus the international market.
* Analyzing market trends for the local and international markets.
* Preparing and presenting quarterly and annual reports to senior management.
* Managing the design and production of promotional materials, such as websites and brochures.
* Working on updating company profile catalogue.
* Shooting updated documentary on the manufacturing facility.
* Restructure the current CRM system for better customer relationship.
* Managing the giveaway choices and distribution for the major.
* Generating new business leads via different means of communication.
* Enhance brand awareness among the existing B2B clients.

Category Manager at Americana Group
  • Egypt - Cairo
  • January 2019 to December 2019

* Developed different pricing scenarios to adapt with market changes in partnership with finance and develop teams.
* Led the brand’s financials by close monitoring on the budget allocation and expenditure
* Worked closely with the sales team to deliver company’s sales targets and achieve desired market shares
* Coached and developed the marketing team
* Led the implementation of all product related activities that creates higher efficiencies on Brand Profitability in terms of packaging, product specs and pricing structure through working with R&D, Sales, Procurement and Finance departments.
* Monitored the innovation progress and business plans for new launches
* Analyzed the monthly business achievements for the respective brands or product categories

Main Achievements
* Launched 3 new brands in the Egyptian Market for beef & chicken products under the brands (Koki Secrets- Americana Premium- Baladana Cold Cuts)
* Managed 20+ TV commercials and ATL campaigns
* Maintained 94-98% MS point in bone-in category
* Sustained 65-70% MS in bone-less products category
* Gained 25% MS points for Koki Strips over 24 months to reach the 2nd market player in chicken strips market
* Achieved 20% MS points for Americana beef products

Senior Brand Manager at Americana Group
  • Egypt - Cairo
  • September 2012 to December 2018

* Supervised the P&L for each SKU
* Planed the monthly promotions for key accounts customers
* Conducted marketing studies, whether on current products or new products.
* Analyzed the annual ROI contracts for the major key accounts
* Reviewed the SKUs’ performance and monthly achieved volumes/profits with the sales teams
* Analyzed the market trends on monthly basis using “AC Nielsen” retail audit
* Conducted extensive trainings for the sales team during new product launches
* Monitored marketing activities for competitors via utilizing trade marketing team
* Observed brand presence against competition via regular trade visits for different outlet types
* Managed the merchandising team (150 employees) with the help of the trade marketing specialist.

Brand Manager at Americana Group
  • Egypt - Cairo
  • February 2008 to August 2012

* Conducted successful Ramadan campaign on Facebook page for Americana Premium
* Created various Oracle reports to get better insights on the overall performance for SKUs
* Managed mega events for Americana FMCG companies during 2012
* Demonstrated exceptional communication skills among different departments
* Created daily reports to monitor SKU availability & performance in different sales channels
* Developed intensive training program for the trade marketing specialist
* Assisted in creating market researches to identify market trends and opportunities for the beef category

FMCG Assistant Merchandise Manager at Carrefour - Egypt
  • Egypt - Cairo
  • February 2006 to January 2008

* Attained 30% sales increase via successful promotions
* Negotiated suppliers' annual contracts efficiently which led to a 15% increase in department’s profitability
* Restructured 40% of the Plano-Grams for Frozen Food & Beverage sections based upon market share analysis
* Assisted in the arrangement of the promotional areas
* Monitored sales fluctuation cycles throughout the whole year
* Supervised a team consisted of 30 workers
* Communicated with 500+ suppliers for 4000+ products

Education

Master's degree, Business And Marketing
  • at Maastricht School of Management (MSM)
  • September 2017
Master's degree, Marketing
  • at The Chartered Institute of Marketing
  • February 2010

Professional Marketing Diploma, Chartered Institute of Marketing (CIM), UK

Bachelor's degree, Business Administration- Marketing
  • at The American University In Cairo
  • June 2005

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Specialties & Skills

Consulting
Marketing
Training
Brand Management
CONTRACT MANAGEMENT
MARKETING
MERCHANDISING
COMMUNICATION SKILLS
MICROSOFT WINDOWS 98

Languages

Arabic
Expert
English
Expert