Marketing Director
Americana-Kuwait Food Co
Total des années d'expérience :25 years, 4 Mois
Developed the marketing plan for 2018 being the foundation of the turnaround of KFC brand
across the region; resulting in double digit growth, 2nd
highest growth globally & exceeding
revenue goals for YTD 2018.
• Managed menu rationalization and price optimization project with Boston Consultancy Group
with target to shift & lift consumers to more profitable items.
• Successfully launched regional ecommerce platform with optimized design, menu, SEOs, adding
5% incremental sales
• Mapped a subset of processes to define KPIs, analyse weaknesses and implement new process
to increase focus and adaptability of strategic objectives
• Lead the turnaround plan for KSA & Egypt resulting in more than 20% growth in sales.
RESPONSIBILITIES
• Responsible for long-term stewardship of KFC brand strategy giving economic, market, and
competition insight and digital innovation.
• Lead marketing and digital strategy across 11 markets across the Middle East & North Africa.
• Oversee the budget and set the regional calendar for marketing campaigns
• Define CRM segments increase retention and develop new customers.
Earned highest sales growth & budget achievement.
• Implemented online ordering for first time in region, producing 3rd
highest global sales.
• Pricing strategy led to sales and profit turnaround for Hardee’s and Krispy Kreme
• Developed award-winning digital content for KFC becoming global best practice; published
across 70 publication and was taken as a case study by Facebook & GMR.
• Implemented Day Part strategies in region for QSR & casual dining categories adding 3-5%
incremental sales growth in 2009
Highest budget achievement across the Mena Region.
• Instituted effective “Open Kitchen” PR campaign to educate on Bird Flu effectively increasing
brand sentiment
• Created kit for new openings and acute stores increasing awareness & sales on day 1
RESPONSIBILITIES
• Implemented marketing calendar for brand strategy to drive sales
• Assisted individual nonperforming stores by developing local marketing programs
Key stakeholder on accounts including Telecom, GMCG, CSR Events
• Implemented Star Marker program to acknowledge team member talent
RESPONSIBILITIES
• Provided strategic planning for key accounts in marketing and business development for Major
clients like Pepsi, Vodafone, Carrier etc.
• Pitched to new accounts and explored new areas of development within portfolio
• Offered guidance on creative output and developing available information
Successfully launched
as team leader to provide media monitoring and planning for
Managed 15 team members and reported directly to CMO
• Created business development strategy for KFC, Pizza Hut, Hardee’s, TGI Fridays, Krispy Kreme,
Red Lobster, The Counter Burger, Olive Garden in the UAE
• Responsible for over 320 restaurants in the UAE while developing marketing budgets in line with
prepared marketing objectives
• Supported advertising and media agencies to implement plans for target audience
• Trained and developed marketing managers across the Gulf region
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