Menu - [Jump to main content]

    Maximum upload file size: 3MB. File types allowed: jpg, jpeg, gif only.

    Maximum upload file size: 3MB.
    Click the above 'Browse' button to select a photo.
    1. Only upload a photograph of yourself
    2. Photos of children, celebrities, pets, or illustrated cartoon characters will not be approved
    3. Photos containing nudity, gore, or hateful themes are not permissible and may lead to the cancellation of your account
    4. Photos of your passport, ID, or photos containing any personal information such as your address, passport number, or contact details are not permissible for your own security.

    Delete Guidelines

    Abdullah Sheikh Al-Sagha

    Head of Commercial Marketing

    Bieresdorf- Nivea

    Saudi Arabia - Jeddah
    Bachelor's degree, Business Administration – Marketing and Management
    13 years, 10 months

    Work Experience

    What's your work experience? Your experience is one of the most important sections in a CV.
    List all relevant responsibilities, skills, projects, and achievements against each role.  If you're a fresh grad, you can add any volunteer work or any internship you've done before.
    Add Experience

    Head of Commercial Marketing

    Bieresdorf- Nivea
    May 2016
    To Present
    Saudi Arabia - Jeddah
    -Responsible for implementing BDF leadership vision at POS and for playing a key role in the achievement of sales targets / brand growth objectives through the development and execution of strategies within brand guidelines and customer expectations
    -Managing and leading Marketing Dept. of Beiersdorf portfolio in Saudi Arabia & Yemen incl. Nivea, 8x4, Labello and Hansaplast
    -Reporting to GM and providing strong and innovative leadership to all marketing activities at an exciting time of change and restructure for the company
    Highlights Thus Far:
    -Defined strategic direction and 3 years marketing plan, effectively guiding portfolio priorities including new launches, pillar products’ renewal and animation of core catalogue
    -Assumed ownership of international launches and created the appropriate angle of attack on a local level in order to build integrated engaging consumer experiences; supervising entire development process and ensuring fulfilment of deadlines
    -Managed budget incl. sales forecasts, price strategy, profitability of brand, and P&L etc.

    Marketing Manager

    L'Oreal Saudi Arabia
    January 2015
    To April 2016
    Saudi Arabia - Jeddah
    -Managed and led the Marketing Dept. of the world’s leading make- up brands, Maybelline and L’Oréal Paris; reporting to Saudi GM / MENA MD and managing a team which encompassed 6 senior brand, training and marketing professionals
    -Successfully brought Maybelline brand from a ranking of 4th to 3rd by closing Year in Lifestyle and increased weighted distribution by 30% through the development of deep distribution elements
    -Achieved a forecast accuracy of 85% from starting point of 62% and delivered sales increases of 94% on Maybelline and 39% on L’Oreal Paris respectively
    -Defined strategic direction and 3 years marketing plan, guiding priorities incl. new launches and pillar products’ renewal
    -Led international launches established local angle of attack to build an integrated, engaging consumer brand experience
    -Managed financials incl. profitability and P&L, ensured new launches adhered to agreed timescale and brand strategies, and regularly reviewed trends in major accounts to establish future action plans
    -Secured and negotiated presence in best locations to drive the business towards successful growth
    -Developed annual marketing strategies (ATL & BTL) with other markets and ensured proper implementation in order to enhance brand image and visibility through sustained efforts
    -Identified current and future customer needs, and aligned marketing and product development initiatives to complement
    -Assisted sales team by providing national / regional and bespoke promotions which maximized brand exposure and sales return
    -Developed Master Data File which supported trade marketing team in the aim of changing visuals/elements for better exposure
    -Managed and mentored marketing team to exceed expectations; identifying talent gaps and taking effective corrective actions

    National Key Accounts Manager - Modern Trade

    April 2012
    To December 2014
    Saudi Arabia - Jeddah
    -Led development and execution of the channel, taking ownership of a large portfolio encompassing over 400 accounts with an annual turnover of 32 M$ for L’Oréal, Garnier and Maybelline brands, driving an average of 25% business growth
    -Successfully increased sales in Panda from 14% to 28% by end of 2014 and decreased market returns to 1.3% (vs 3.9% in 2012)
    -Achieved triple the rate of beauty market growth, 25% vs 6%, leading to an increase in market share of 11.6%
    -Developed and executed customized client strategies and managed relationships with key accounts; achieving long-term sustainable and profitable growth in line with overall strategy
    -Directed the monitoring of customer service levels in close collaboration with category managers and logistics
    -Planned and managed personal business portfolio as per agreed market development strategy
    -Attended both internal and external customer meetings to present and discuss ideas for new business development
    -Implemented effective go-to market model for Saudi Arabia; monitoring and analyzing activity against goals
    -Achieved sales objectives as per strategic plans; reviewing and contributing channel data and recommendations to sales plans
    -Provided timely and accurate market intelligence to formulate pricing strategy and implement approved pricing structure on all company products while simultaneously maintaining maximum profit margin
    -Assisted HR Dept. in the recruitment and training of staff and motivated teams on a continual basis
    -Ensured sales staff were provided with, and utilized, appropriate selling tools, and verified supervisors field visit plans

    Category Manager - Health and Beauty

    Savola Group - Al Azizia Panda United
    January 2011
    To March 2012
    Saudi Arabia - Jeddah
    -Recruited to lead category with $80M turnover which was growing at an average of 20% YOY and to establish new structure within health and beauty; dividing functions and introducing a new team of 4 senior buyers
    -Delivered a 5% increase in profitability and secured promotional income of $10.6M (up from $8M) in a one year period
    -Led movement of 65 (out of 80) vendors to central distribution center in one year, bringing a business uplift of 10%
    -Planned and executed baby diapers Catman which reflected in 5% uplift in 6 months.
    -Played a key role in defining category role, strategies and opportunities as required to market space and prices, plan assortments and promotions, increase market share, enable category growth and meet / anticipate consumer demands
    -Developed vendor alliances, promoted mutual growth, maximized resources, ensured consistent consumer focus and capitalized on market opportunities by partnering with supply chain to identify best distribution and vendor practices
    -Conducted competitive market research to evaluate and benchmark the progress of business plans and financial performance
    -Established improved collaboration with Supply Chain, Finance & IT Depts. and implemented analytical tools in category planning & execution
    -Identified product and category growth opportunities and created plans to support execution of major category projects
    -Communicated with Procurement and Distribution to better understand the marketplace, issues and opportunities
    -Monitored stocks and segregated them appropriately by employing effective liquidation plan and planogram
    -Ensured accomplishment of companywide due diligence, risk assessment and continuous vendor monitoring requirements; mitigating vendor risks and effectively strengthening relationships

    Marketing Manager (Givenchy)

    Chalhoub Group
    January 2010
    To December 2010
    Saudi Arabia - Jeddah
    -Secured position as 4th market leader among 3Ax luxury brands by successfully directing day-to-day functions of the marketing dept. to drive consistent revenue growth, enforcement of marketing / brand standards, and seamless cross-functional coordination
    -Successfully launched EauDemoiselle Perfume which resulted in an uplift of 8% in additional sales within 2 months
    -Managed operations across skincare, perfumes and make-up streams; increasing market share by 0.5% (beating Chanel)
    -Led business unit and participated in strategic planning with a primary focus on marketing initiatives and product planning
    -Set short and long term objectives in conjunction with senior management; establishing specific plans and on-ground strategy
    -Identified and proposed potential business deals, secured partners and retailers, and explored new business opportunities
    -Screened potential business deals by analyzing market strategies, deal requirements and financial aspects
    -Developed annual marketing strategies (ATL & BTL) and cascaded for implementation; enhancing brand image and visibility
    -Identified current and future customer needs, and aligned marketing and product development initiatives to them
    -Led development of marketing database incl. client / prospect details, mailing list, and applications to assist Make-Up Artists
    -Conceptualized and planned several promotional activities incl. creating promotional material
    -Organized numerous promotional campaigns, special events and beauty schools to promote products and maximize sales
    -Developed Marketing Communication guidelines and ensured these were adhered to for all marketing material developed
    -Identified resource requirements in line with company growth plans; analyzing talent gaps and initiating actions to reduce it

    Sr. Brand Manager- Make Up For Ever

    Chalhoub Group
    June 2006
    To December 2009
    Saudi Arabia - Jeddah
    -Successfully projected a positive brand image and positioned the brand as a market leader in MUP among beauty brands via a well-defined strategy which catered to key customers and their specific requirements; ensuring expectations were fulfilled
    -Effectively doubled turnover within a 3½ year period, including initiating a first of its kind bridal concept event in May 2008
    -Decreased stock returns from 2.5% to 1% in 2 years and improved ranking from number 3 to number 1 make-up brand in 2009
    -Awarded ‘Best Marketing Talented Person’ 2 years running (2007 - 2008) by Chalhoub Group Middle East
    -Supported decision making through the compilation of detailed analyses and reports; facilitating greater revenue achievement
    -Held responsibility for regional forecasting / sales tracking and for setting territory business planning
    -Utilized consumer insights to drive long-term growth of brands; translating insights into profitable product innovations
    -Tracked and monitored brand performance and built an understanding of brand perception
    -Developed and implemented master marketing plans to expand market share and infiltrate competitors’ market share
    -Served as focal point of contact for advertising decisions; coordinating with agencies to design and implement programmes
    -Led company’s corporate campaigns to maintain and enhance visibility through advertising campaigns spanning various media
    -Managed a team of 80 personnel including senior sales and marketing staff; conducting team training to close identified skills gaps and meet performance expectations
    -Led the negotiation of sponsorships, local PR initiatives, channel specific promotions and key account programmes etc.
    -Effectively eliminated operational blockages by ensuring uninterrupted logistics, on-time deliveries & optimum inventory levels

    Brand Manager - FMCG

    Chalhoub Group
    December 2004
    To June 2006
    Saudi Arabia - Jeddah
    -Developed plan which enabled achievement of targets, including advertising, programme / promotions, and research
    -Successfully coordinated with Sales Managers to expand network to reach 1, 100 POS
    -Effectively established performance specifications, cost and price parameters, market applications and sales estimates
    -Managed the status of projects, product testing and the evaluation of external agencies on an ongoing basis
    -Provided consumption based data analysis, insight and support in order to better understand market trends and dynamics

    Extra years of experience not listed above:  1 Years, 8 Months   


    What's your educational background?
    Let employers know more about your education; remember, be clear and concise.

    Bachelor's degree, Business Administration - Marketing and Management

    at The American University of Sharjah (AUS)
    United Arab Emirates - Sharjah
    April 2004
    -Make Up Métier Certificate of Participation, L’Oréal Paris; 2015
    -Certificate in Advanced Key Accounts Management, L’Oréal Middle East; 2013
    -Certificate in Transactional Interpersonal Skills, L’Oréal Middle East; 2013
    -Certificate in Financial Awareness, Chalhoub Group; 2009
    -Certificate in Presentation Skills, Chalhoub Group; 2008
    -Certificate in Applied Performance Management, Devoitel Training Centre (via Chalhoub Group); 2008
    -Certificate in Leadership, Chalhoub Group; 2007
    -Trainee Certificate in Business Etiquette, Protocol & Public Relations, European Business Centre Studies & Training; 2004
    -Trainee Certificate in Marketing Strategies & Prediction of Sales, European Business Centre Studies & Training
    -One year of English & Maths Studies, Lebanese American University, Lebanon; 1999

    Specialties & Skills

    Strategic Marketing (ATL/ BTL), Brand Development and Management, Modern Trade, Category Management

    Market Analysis & Research, Competitor Analysis, Clientele Development, Management Reporting

    Strategic Sales & Marketing, Business Development, Operations Management

    Financial Management, Budgeting, Human Capital Management, Training and Development

    Media Management, Public Relations, Product Launches, Driving Business Growth, Reporting

    Technical Skills: Ms Office (Excel, PowerPoint and Word, Microsoft Project Management, SPSS

    Front Page for Web Designing, Web Designing with Flash, Outlook Express

    BAAN, BAAN – Olapm JDA, Business Object

    Key Accounts Management


    Brand Management

    Modern Trade

    Market Research

    Key Account Development


    Do you speak more than one language?
    For some jobs, fluency in one or more foreign languages is a plus, so add your language skills to get better results.





    Hobbies and Interests

    Share your hobbies and interests so employers can know more about you.
    Help employers know more about you by looking at your hobbies and interests

    Swimming, Playing Piano, Charity Events