Category Manager
Easy Group
Total years of experience :17 years, 7 Months
Easy Group is an Egypt-based FMCG operating the beauty care industry (hair removers, wipes) - in 2015, it joint-ventured with the USD 1.4 billion Indian group, Godrej, as a leeway into African markets. Easy is currently heading all launches and NPDs relating to Godrej.
Set the strategic direction and operating strategy.
• Formulated the brand team and set KPIs
• Launched the S&OP cycle
• Optimized the portfolio based on profitability (delisted poor performing SKUs)
• Revisited and finalized the price structure
• Placed the GTM strategy
• Managed & executed all marketing activities (BTL, ATL, Social Media & Trade activities)
• Created Brand Ladders for all Easy owned as well as Godrej brands from a competitive winning-edge perspective.
Key Achievements:
• Formulated a brand communication strategy with new positioning based on a full U & A study.
• Developed a new social media strategy that focuses more on our epicentre target consumers, to increase consumer engagement with the brand.
• Developed a strategic relaunch plan for 2014 that communicates the new brand equity and positioning.
• Worked closely with media agency in developing media plan for the current TVCs by the end of 2013 to create more pull, while in parallel created more push through a retail & wholesale incentive scheme.
• Worked on creating 2 new TVCs for 2 segments “packs & cups” that falls in line with the new strategy.
• Created new brand guidelines for all our communication material (POSM, Outdoor & Social media), to ensure harmonization with the brand equity.
• Developed a full PR campaign to counteract the rumours around the brand.
• Completed business review for the Noodles category in Egypt.
Key Achievements:
• Brand Equity and guidelines: headed the process for unifying the brand guidelines across the MENA region.
• NPD Strategy: grew the cereals category by 4 share points through optimization initiatives in one year.
• Increased consumer awareness on product usage for baby food (jars) by developing “taste-development” stages with on-pack and consumer communication.
• Increased in-home consumption and occasions for Hero Baby
• Launched a regional CRM program including Facebook business page, web site and consumer Health & Nutrition booklet collection, consumer data base, Online Shop, Telesales/marketing. ATL (outdoors) & BTL campaigns.
https://www.facebook.com/herobaby.mea
http://www.herobabystore.com/
• Trade marketing and in store visibility projects for KA & pharmacy channels. Promotion calendar/events.
• Management of consumer campaigns.
• Business development, sales, P&L and operation responsibilities in alternative trade channels (nurseries, specialized stores, corporate accounts, and clubs).
Key Achievements:
• Innovation: Strategized and launched the Hero Baby online store, as an alternative distribution channel - contributed to 2% of the business within only 1 year.
• Developed a strategic launch plan for the introduction of an economic line extension for the biscuits category.
• Defined the Marketing communication plan for the re-launch of the cereals category.
• Launched all-inclusive (stages) economic offerings in jars.
• Created a Planogram for the Weaning range portfolio.
• Managed the POSM & price cut promotions in the baby festivals in Carrefour hyper market in Cairo & Alexandria.
Job Responsibilities
• Managed the yearly sales promotions on the full range of products to meet the sales and portfolio objectives.
• Managed all visibility tools (creation, development, maintenance & execution in the market)
Achievements:
• Launch of NIVEA Teens category, Relaunch of (NIVEA Sun, NIVEA for Men, Hansaplast plaster and NIVEA Soft) in KSA.
• Developed “NIVEA store of the year”, by maximizing brand visibility in a selected hyper market through creating customized POSM.
• Managed the inventory of all the POSM & the promotion packaging materials.
• Managed all BTL activities in the health & beauty events in Carrefour & Panda hyper market.
• Monthly in market visibility report for competition.
• Managed the team of merchandisers for implementing the Planogram in the market.
Job Responsibilities
Responsible for the communicating the whole range of products to doctors and pharmacists that contributes to increase the company's market share.