Group Brand Manager
Armanious Group
Total des années d'expérience :19 years, 8 Mois
As Group Brand Manager:
Supervising Man Look Brand for all categories including advertising or marketing consultancy, assisting different clients during projects
Research & analysis of consumer markets, overseeing market trends and identifying potential areas
Keeping track on the pricing of products and analyzing the potential profitability
Generating names for new and existing products and services, recommending effective ideas for new packaging designs, including shape, size, colors, fonts and imagery
Overseeing the production of TV adverts, newspaper and magazine advertisements, direct mail packs, email campaigns, websites, exhibition stands, road shows and liaising with art designers, copywriters, media buyers and printers; Scrutinizing the marketing copy
Supervising the sign off of marketing literature and campaigns, liaising with legal and compliance personnel, ensuring the designs and messages meet the company brand and regulatory guidelines
Overseeing the product distribution and consumer reactions through focus groups and market research
Co-coordinating the launch program to external customers as well as employee
Associated with Trade Deals supporting all Sales Channels such as Wholesale, Retail & Modern Trade Etc
Assisting the Sales Department in setting the incentive scheme and monthly trade channels support
As Group Product Manager (Cheese category):
Devise, manage, and coordinate marketing policies and programs, such as determining the demand for products offered by the company and its competitors, and identify potentials
Formulating pricing strategies with focus on maximizing the company's profits or share of the market while ensuring the company's customers are satisfied
Concerned with product development or monitor trends that indicate the need for new products
Assessing the marketing strategy, based on knowledge of establishment objectives, market characteristics, and cost
Effective utilization of sales forecasting or strategic planning to ensure the sale and profitability of products, analyzing business developments and monitoring market trends
Re-positioning the brand based on updated U&A research which reflects on a new pack designs, formula and communication; Developing communication platform meets the category, the brand nature and target audience
Gaining 3% market share within a year through ATL & BTL activities
Associated with promotional activities, liaising with developers, advertisers to market products
Identifying the potential markets for products or services by conducting economic or commercial surveys
Formulate, direct and coordinate marketing activities and policies to promote our products
Choosing products or POSMs to be displayed at trade or special production shows
Develop pricing strategies, balancing company objectives and customer satisfaction
Direct the hiring, training, or performance evaluations of the marketing team and oversee their daily activities
Consulting with buying personnel to gain advice regarding the types of products expected to be in demand
As Senior Brand Manager (Meat & Dry Category)
Sharing in developing strategic marketing and sales plans for both categories (Meat and Dry) to achieve the overall business objectives
Keeping track on wholesale and retail programs and updated prices
Supervising the corporate communication
Concerned with New product planning & launches, Regional & National consumer promotions, Packaging enhancement
Handling and supervising both Categories, Meat Range (minced, Chilled & Frozen) and driving the business in Egypt with an 80% market share, Chicken Range and Seafood range. Dry (Halawa, Tahina, Jam, Ma’amoul, Juice & Samboussek)
Assisting in the re- launch of Jam facelift, in terms of concept, business plan
Determining the opportunities to grow the market and fulfill the gap with both categories
Ensuring Consumer satisfaction and expectations with respect to the brand equity
Supervising the products portfolio using the BCG matrix to obtain the situation of each SKU in terms of Volume, Value, gross margin and contribution
As Brand Manager: (Lactalis International, (BCC)
Sharing in developing strategic marketing and sales plans to achieve the overall business objectives
Planning and supervising on wholesale and retail programs
Involved in New product planning, especially for launching President Crème squares and Bouquet triangles
Research initiation and analysis which encompass Retail Audit, Consumer research and Brand Tracking
Developing new projects according to consumer needs that are determined through qualitative and quantitative consumer research
Accountable for enhancing the above and below the line activities
Concerned with Regional & National consumer promotions, Trade deals, retail & whole sale programs
Involved in Packaging enhancement & Development
Sharing in developing a new segment in the cheese market, which is President Glass Jars which positively facilitated in growing the processed cheese market and swell the image of President Master Brand
Supervising the Main distributor for the company in terms of monthly target and all types of activations
Mounting the processed cheese market in the triangles category by creating President Bouquet (Triangles)
Organizing and preparing numerous BTL activities, such as in-store promotions, school events and club events to create a direct link with consumers to build loyalty heritage
Developing President Bouquet (Flavored Triangles) which is new innovation in the triangles cheese market
Managing the launch of Teama White Cheese Plastic tubs beside the Tetrapak.
As Assistant Group Product Manager, Promotion & Advertising Manager:
Developed new projects based on customer requirements that are determined through qualitative and quantitative consumer research
Accountable for developing above and below the line actives
Involved in Television & Outdoor campaigns, Packaging enhancement
Trading deals, retail and whole sale programs and displays
Launching " Oxi "Detergent, responsible for all below the line activities for Oxi, gaining 4% market share
Involved in promotion and advertising, below the line activities for all Arma products: Oil (" Crystal, H'la, Asil, Kaleya") Ghee ("El Hanem, Hayaty, Al Sakya, Kout "), Detergents & Soap: Oxi, Bahi, Joy, Dosh, Rainbow
Responsible for all the BTL and PR MRKTG activities
EDUCATION School of Business, Economics, and communication Institute of Management Development International Advertising Association Diploma, IAA-IMD (1/10/06-Present) Manage a portfolio of technology products. Develop pricing and communicate new value added services related to product portfolio. Plan and execute a complete marketing plan and budget. Coordinate with other Marketing and Sales teams for the execution of the plan. Bachelor of business Administration from Modern Academy for Computer Science and Management Technology (MAM) In Maadi……Graduated May 2003 Major: Economics Minor: Business Administration Grade: fair The fourth year Grade: Excellent Graduation Project: Flouting of the Egyptian Pound Evaluation: Excellent. Secondary Certificate: Nefertari (L.S)