Marketing Manager
Areen East & Wes
Total years of experience :12 years, 4 Months
a distributor to number of brands specialized in Baby care and Mother care in
UAE and GCC, i.e. Pigeon, Maxi-Cosi, Quinny, Bebe-confort, Motorola (baby and home
monitors), Safety1st, Babyart, OkBaby. And Areen is the main distributor also to Beesline in
UAE; Beesline is a new growing skin care brand.
Channels:
Main channels of distribution to Areen are: MT in UAE, Supermarkets, Group & Scattered
Pharmacies, Hospitals, babyshop retailers like Babyshop, Mamas&Papas. Online retailers
Souq.com, Wadi, jollychic, noon, Mumzworld, Sprii, etc.
My main accountabilities :
- Planning for the Introduction of Areen new brands to UAE market, with A-Z planning to
the marketing strategy and business plan; Beesline, Bebecom, Pigeon newborn pure.
And designing and improving these new brands’ concept, image, and positioning.
- Planning, implementing, and improving the marketing strategies, objectives, and
calendars so to ensure growing market share and awareness for each brand.
- Setting the pricing for new products to fit with brands positioning and objective.
- Defining effective media mix so to fit with marketing budget, achieve the highest reach,
and the brands and business objectives.
- Planning the products forecast for all the brands in alignment with business plan.
- Defining and improving the visibility standards for each channel in the market.
- Planning for the NPIs and product development.
- defining the opportunities in the market to enhance market penetration; potential
channels of distribution and market development.
- Planning and applying the content marketing strategies for all marketing
communications, packaging, ATL, BTL, and digital platform content plans and activities.
- Planning the promotions and tactics to increase the reach and encouraging new trials.
- Reading and harnessing the primary and secondary data and marketing intelligence
reports to ensure applying the right marketing mix effectively and improving it.
2
- Defining and tracking the KPIs for any strategic marketing campaig and activity.
- Conducting the required training and presentation for operation team for any strategic
campaign, NPI and launches.
- Measuring outcome of BTL & ATL, and any marketing or promotional activity.
- Developing concept sell briefs / competitive argumentation to sales-and to promoters.
- Creating briefs to agencies for ATL & BTL campaigns, and all marketing
communications.
- Contributing in all research needed to ensure proper shopper & consumer
understanding.
- defining the targeted segments and the targeted group for each brand, so targeting
them effectively in all marketing offerings and communications for increasing brand
engagement with TG and increasing trials and their loyalty to the brands.
- Defining the opportunities of increasing brands awareness and engagement within the
main critical KAs in each channel.
- Handling all the brands presence and activities on top social Media platforms.
- Hiring the community influencers and bloggers to increase reach, engagement, and
awareness.
- Enhancing the relationships with main customers and boosting their performance.
is the world’s largest franchisee for Baskin-Robbins®. Headquartered
at Dubai, UAE, GICC is part of the Galadari Brothers Group.
Channels:
Main channels are BR’s Parlors (Stores); Stand-alone and in-malls. Total number of stores in
GCC is KSA: 450, UAE: 168, Qatar: 45, Bahrain: 41, Oman: 25. Number based on data Dec-2016.
The second channel is FMCG /IBS; the ready-packs distributed In all modern trade.
My main accountabilities:
- Planning and implementing tactics required to increase traffic flow to BR stores.
- Innovating new ideas for new product introduction.
- Innovating, and implementing tactics for retaining & upgrading current customers and
for gaining new customers.
3
- Conducting analysis and feasibility studies, and tracking brand performance and
benchmark with business plan.
- Tracking performance and achievements of marketing activities.
- Briefing media and creative agencies for all the ATL & BTL Campaigns.
- Planning the content required for all media mixes and communications.
- Observing consumer insights and consumption habits inside/outside stores to analyze
and develop their experience and conduct the most effective campaign accordingly.
- Observing the running trends in each market, and main players strategies and activities.
- Planning and developing strategic and tactical campaigns all around the year.
- Managing the product mixes and categories to keep the brand vibrant, and to stay in
alignment with the overall strategy and to be on the top of mind.
- Planning and controlling the marketing budget for each campaign and category.
- Preparing feasibilities and post-campaign analysis for each tactical and strategic
campaign, and reporting, improving and repeating the best practices.
- Planning and implementing the LSM activities with allocating and controlling their
marketing budget.
- Reading P&L studies for better determining to any LSM activity and giving the required
support for specific stores to stand-up again refreshed.
Garnier and Kellogs Assist.
- Major in