ME Area Brand Manager
British American Tobacco
Total years of experience :13 years, 5 Months
‑Manage the entire brand portfolio of the biggest volume and profit generating market in the Area
‑In charge of: packaging, product development, brand equity building, research, promotional campaigns development, new launches, consumer activation, annual promotional calendar, creative agency management
‑Achieved record market share for one of the strategic brands in the portfolio
‑Led the strategic portfolio review and developed the 2023 market ambition
‑In charge of: Demand planning and forecasting, budget management, shopper marketing and merchandising, sales performance analysis for Lower Gulf
‑Revamped and optimized the accuracy of the demand planning and forecasting process ‑Generated and reinvested savings in growth initiatives through the introduction of robust quarterly budget reviews
‑Revamped in‑store presence and increased share of voice across the area by designing, developing and negotating the biggest in‑store furniture order to date
‑Facilitated decision making by supporting the GM and Finance Director with robust performance, gap and opportunities analysis
‑Mentored and developed direct reports which resulted in two temporary employees hired on permanent contracts based on performance, one direct report promoted to an executive position and one to a managerial level
Manages planning and reporting, budgets, trade systems and Shopper marketing for the Gulf countries (GCC except for KSA).
Manages a team of 4 direct reports.
Reporting
Shopper marketing
Trade systems management
Support Trade Marketing team
- Achieve channel KPIs: ROI, volume, weighted distribution, brand presence and awareness
- Coordinate consumer engagement activities to increase conversion rates down the Consumer Disposition Funnel
- Execute new product launches and build the Dunhill brand’s premium image
- Control and improve deliverables of promotional agency
- Manage the function’s performance reporting tools
- Initiate and apply innovative activities to excite consumers and add value to customers’ business
- Negotiate contracts and manage exclusive accounts
- Assisted the organization of the Global Aerospace Summit 2012, hosted by Mubadala Aerospace /http://www.aerospacesummit.ae/
- Managed the communication with VIP delegates from Europe and Asia (C-level Executives of international airlines operators, aircraft manufacturers and airport management companies);
- Coordinated the up-to-date content of the contact database;
- Planned, implemented and evaluated marketing campaigns
- Adapted global and regional brand strategy and guidelines to end market
- Managed brand activations, including budget and BTL agency’s input
- Analyzed company performance and reported to Management team
- Generated insights from consumer qualitative research and retail audit
- Managed research agency deliverables
Honors and Awards: Presidential Medalist of AUBG Class 2010 Special courses: Marketing, Marketing Research, Public Relations
Erasmus exchange participant, selected to spend one semester in the University of Limerick, Ireland (Spring 2008) Special courses: Marketing Communications