Chief Communication Officer
The General Entertainment Authority
Total des années d'expérience :21 years, 0 Mois
Heading GEA’s Communications
Key Responsibilities:
• Development & execution of the category’s 5 year strategy.
• Setting the yearly budgets and activities and close follow up on the deliveries to time & budget.
• Lead multi-functional team to deliver the key projects/activities.
• Full product P&L responsibility.
• Development of brand communication (ATL, BTL).
• Identify potential areas of development in product offering in and out of the current range.
• Product developments are backed up with consumer research to improve/maintain consumer acceptance.
Achievements:
• Doubled the food category value in 4 years.
• Lead cost savings/product improvement initiatives to increase profitability & maintain the ability to compete in a highly promoted category.
• Initiated hard packaging change project to solve consumer usage barriers & improve image.
• Initiated 3rd party co-manufacturing (in and out of KSA) to deliver the category strategy.
• Launched products to address the gaps, compete in the food segment, and improve value/KG.
• Worked closely with sales across the regions to understand issues/barriers to support with local plans/promotions and help achieve the targets.
• Maintained category growth momentum faster than the market in a difficult 2016.
• Lead transition of the manufacturing mode from co-manufacturing to in-house.
• Achieved growth in Labnah +114% NS Value.
• Achieved growth in Cream +20% NS Value.
• Working closely with R&D to improve product P&L.
• Packaging upgrades to be inline with market and improve brand image.
• Developed measures to help sales identify and capture their lost market opportunities.
• Build volume via promotional activities in the trade.
• Handling the marketing department creative and research agencies contracts.
• Overlooking the total marketing department promotional activities.
Achievements:
•Achieved Growth in Fresh Juice category by 40% NS Value vs. LY.
•Achieved Growth in Dairy Desserts category by 40% NS Value vs. LY.
•Penetration into Juice-Milk Market with Cavita achieving 10% market share in 4 months.
•Introducing Nadeccino a coffee drink into the Saudi Market.
•Penetration of desserts market with new creative desserts.
•Portfolio Management of sizes and prices to improve profitability impact.
•Building volume growth through consumer promotional activities in the trade channels.
•Conducted research to increase the success rate of new launches concept, recipe and packaging.
•Brand support above the line through the use of different medias.
Achievements:
•Sales Growth in Fresh Milk Net Sales by 22%.
•Sales Growth in Long Life Milk Net Sales by 50%.
•Growth in the Fresh Milk business in UAE Net Sales by 78%.
•Renovated NADEC's Milk Category.
•Managing cross-functional teams to deliver various projects.
•Inspiring and coaching the team to deliver on objectives.
•Managed the dairy producers to deliver the objectives of the National Milk Day.
Achievements:
• Increased the occupancy rate in a residential portfolio by 20%
• Lead the renovation of 5 major buildings within the portfolio.
• Lead the renovation Project of a shopping center, that included:
o Redesigning of spaces.
o Negotiating with tenants on re-shuffling into the new mall.
o Leasing the remaining vacancies to ensure 100% occupancy upon start.
• Coached a property management team into delivering the portfolio objectives.
• Motivating the team to keep the moral at a high level in a demanding work environment.
I was responsible for:
•Head-hunting qualified co-op trainees and graduate students
•Activation of the Unilever brands through student related activities
•Organizing short courses for Unilever speakers
Achievements:
• Opening the first Lipton Tea Lounge in the world, located in Jeddah.
• Managing a kingdom wide Lipton Ice Tea promotion.
• Organizing and managing the Lipton activities in rural areas of Saudi Arabia.
• Branding target related locations yellow under .
• Launch of the market test for a completely new tea-based drinks in Jeddah.
• Managing 3 major sampling events in Jeddah's football stadium.
Cumulative GPA: 2.907 out of 4 Major GPA : 3.097 out of 4
Graduated from GCSEs (General Certificate of Secondary Education) .