Afshana Khaisar

• Increased GCC and North Africa biscuit category market share by +14% YOY through data-driven brand positioning and region-specific campaigns.
• Launched Jim Jam Pops, achieving 92% weighted distribution in 3 months and generating AED 4M incremental sales in the first year.
• Execute high-impact trade marketing programs across hypermarkets and grocery channels, including tactical interventions with display assets, POSM, and shopper engagement campaigns.
• Delivered Ramadan, Back-to-School, and summer campaigns with double-digit volume growth.
• Boosted secondary display penetration by 35% through targeted shopper marketing programs in Carrefour, Lulu, and Spinneys.
• Recovered 20% lost sales in Kenya and Egypt via anti-counterfeit packaging upgrades.
• Generated 5.2M+ impressions and tripled engagement rates through strategic Noon partnerships and cause led initiatives supporting regional sentiments
• Directed annual brand calendars, integrated media strategies, and managed a USD 1.2M marketing budget to maximize ROI

• · Execute the marketing activities in the Gulf market as defined in the annual marketing plan
• · Understand what the consumer and professional communication needs are for the market and execute against these needs
• · Lead and execute all the Gulf account activities in partnership with the KA Manager and Sales Manager
• · Work closely with the Professional Affairs team to provide marketing support
• · Manage the marketing material inventory at the Distributor warehouses in the Gulf
• · Management of external agencies and monitoring of budget allocated for marketing plan execution
• · Development and management of digital marketing campaigns to deliver the marketing and communication objectives of the overall brand.
• · Plan and execute all website, SEO/SEM, marketing database, email, social media and display advertising campaigns
• · Measure and report performance of all digital marketing campaigns, and assess against goals (ROI and KPIs)
• · Planning strategies to drive online traffic to the company website.
• · Tracking conversion rates and making improvements to the website.
• · Utilizing a range of techniques including paid search, SEO and PPC.
• · Overseeing the social media strategy for the company.
• · Managing online brand and product campaigns to raise brand awareness and conversions
• · Improving the usability, design, content and conversion of the company website
• · Responsibility for planning and budgetary control of all digital marketing
• · Evaluating customer research, market conditions and competitor data
• · Design, build and maintain our social media presence
• · Identify trends and insights, and optimize spend and performance based on the insights
• · Management of digital assets, B2B, B2C and apps

• Monitor product listing and pricing strategy (per SKU /per channel /per customer).
• Communicate and facilitate achievement of volume target on per month /per channel /per SKU
• Market mapping and segmentation to define distribution objectives
• Measure market potential channel wise and identifying target segment.
• Analyze data or insights to determine industry, consumer and competitor trends to evaluate the brand performance
• Tracking distribution and sales performance on monthly basis.
• Determine competitive pricing and promotional activities of a product category
• POS Allocation / Visibility standardization at all channels.
• Develop trade marketing promotions and activities
• Make forecasts for product demand to ensure the sustainability of inventory

• Responsible for the marketing of company products and services to the right market whether B2M or B2C.
• Demonstrate technical marketing skills and company product knowledge.
• Develop an annual marketing plan in conjunction with the sales department. This should detail the year’s activity to meet agreed company objectives.
• Budget management. To deliver all marketing activity within the agreed budget.
• To manage all aspects of print production, receipt and distribution.
• To achieve frequent, timely and positive media coverage across all available media.
• To managing the entire product line life cycle from strategic planning to tactical activities.
• To conduct market research in order to identify market requirements for current and future products.
• To analyze potential strategic partner relationships for product lines.
• To build trust, value others, communicate effectively, drive execution, foster innovation, focus on delivery to customers, collaborate with others, solve problems creatively and demonstrate high integrity.
• Proactively establish and maintain effective working team relationships with all support departments.
• Identifying and establishing contact with potential HORECA customers proactively
• Achieving the monthly sales targets assigned
• Responding to sales inquiries from new and existing customers
• Ensuring availability of the stock of complete product line
• Timely and frequent visits to counters

• Ensure to follow brand strategy and product strategy
• Implementation of planogram
• Negotiation of brand space with the Retailers with incremental SKUs
• Ensure at all time the products available on all retails.
• Annual marketing calendar to be decided with Director (BTL & ATL).
• Ensure POS are available along with the display
• Generate monthly report on sales display and marketing review
• Plan sales promotion a year ahead

2014: World Wide Traders - Best Sponsorship and Promotions Partner - Received an award from Turner Broadcasting Cartoon Network Arabia for the best digital new product launch campaign

Responsibilities:

Analyzing the market, including competitors and consumers and provide feedback to the senior management

Assist in formulating marketing plan/strategy

Researching and evaluating the on-shelf-availability of the products

Monitoring the merchandising during the market visit

Coordinating with and reporting to the managers about effective marketing strategies

Managing service level weekly and key accounts KPI monthly

Media and Marketing Trainee at Mindshare, Riyadh

Part of the team in:

• New product launch marketing campaign for Al Safi Danone - Safio Mini, Safio Topper, Activia Topper & Squeezable

• Proposing marketing ideas through digital media & OOH advertising - Danao

• Monitored TRP’s on television for KSA

• Monitored daily newspapers, radio, digital media and OOH for ongoing adverts & campaigns - Zain & SABB

• Assisted in booking spots for clients on TV channels