General Manager, Kuwait.
Brand Partners, IPC. Group.
Total years of experience :31 years, 1 Months
Brand Partners, IPC. Group.
BP. Is a leading Market Execution and FMCG merchandising company with full automation through a front-end mobile application and a back-end management portal with live market insights for MSL by outlet availability, share of shelf, pricing, in-market stocks, freshness, returns, visibility agreement compliance, off shelf displays among other things. https://bp-me.com
Established a new company in Kuwait as a branch (cost center) for Brand Partners Co. KSA. With full ownership of P&L for Kuwait.
Manage and lead all Kuwait country strategies and operations.
Utilize my vast knowledge of the GCC FMCG industry from both sides distributor and principal to cater for the increasing demands and challenges in the industry.
Providing consultancy for the best Go-To-Market strategy for each market, channel, and category for the best profitable results and ROI.
Lead the development and execution of the customized dashboards and back-end portal reports as per the customers’ needs and requirements for providing live, detailed, and accurate data from the universe to take swift and accurate business decisions, set priorities and confirm strategies.
Analyze the market and competitors. Identifying potential new customers.
Setting up the HR needs for Kuwait, and all the supporting structures for the company with P&L in top priority.
Providing direction, guidance and leadership to a marketing department.
Developing the strategies and execution plans, prepare annual marketing plans, create a calendar of campaigns and events and marketing activities.
Set, execute, control, evaluate and review the marketing budget
Responsible for all company's marketing and communications strategies, as well as overall branding and image.
Overseeing social media marketing strategy and content marketing.
designing launch plans across all trade channels
Trade marketing the point of sale design
Analyze the market and competitors. Identifying potential customers
Researching demand for our products and services
Building brand awareness and positioning.
Supporting sales and lead generation efforts.
Coordinating marketing projects from start to finish.
Organizing company conferences, trade shows, and major events.
Working with sales department to develop pricing strategies to maximize profits and market share while balancing customer satisfaction
Understanding and developing budgets and finance, including expenditures, research and development appropriations, return-on-investment and profit-loss projection
Rejuvenated the FMCG division in AITCO, achieving a positive bottom line by reaching 4 times the sales in first 6 months. With soled plans to reach an IMS turnover of $2M. within 18months.
•Successfully added 5 new brands to AITCO principals portfolio with sole distribution agreement for Kuwait.
•More than tripled the turnover of Aujan Kuwait (SABCO) distribution business in the first 5 years.
•Successfully and considerably adding to SABCO brand portfolio (5 new Brands), also added to distribution reach and sales sectors.
•Exceeding set profit targets, for 4 years out of the 7 years in Saud Aujan.
•Achieved 22% & 20% sales growth 2005 Vs. 2004 & 2003 at Colgate-Palmolive by re-setting the “Go to Market” strategy by country, according to the Retail Environments Study and the Indirect Trade Mapping (RES & ITM).
•Setting the Macro Investment Analysis (M.I.A) by class of trade and Key accounts.
•+12% WD in Sons of Hamed Y. El Essa Food Stuff Company, +7% in ND., for our Major Brand 2005 Vs. 2004 exit readings (A.C.N.)
•Achieved savings in the spend budget in terms of Gross to Net % by implementing the optimum investment analysis.
•Achieved 21% sales growth in SHE (2002 vs. 2003).
•Established and successfully ran a trading business in the Kuwait Market in various consumer goods. Managed all aspects of the business to achieve rapid growth, maximizing turnover and profit.
•Re-launched Lipton Tea bags in Egypt, Launched Lipton “Kharaz” in Egypt.
•Managed international and national brands: Colgate, Palmolive, Lady Speed Sticks, Chupa Chups, Smint, Mentos, Haribo, American Garden, Halwani, Pez, Toshiba, Villiger, Agio, Kellogg’s, Snapple, Smedley, Langnese, HP, Gatorade, Lipton, and Brooke Bond.
Manage and revive the FMCG distribution division as a separate cost center.
•Setting up the strategies of the division for five years and soled business plan for the first 2 years.
• Establishing the capital expenditures, operational expenditures, trading budgets, cash-flow, gross to net margins and final P&L budget for the division as a separate cost center.
•Studying, evaluating and acquiring new agencies for the Division by determining the USP of the principals’ brands, suitability to Kuwait market environment.
•Setting the positioning, 5P’s and go-to-market strategies by trade channel as per competition and profitability.
•Setting up the sales force, the fleet and all supporting structures for the division with P&L in mind.
•Monitoring and reporting to the management board/ owners.
Establish a new division for FMCG distribution as a partnership, in a separate cost center.
In charge of all sales divisions: modern trade, traditional trade, direct sales delivery, tobacco and HoReCa. Plus, all back office support functions of warehousing, supply chain, new business development, finance and operation, reporting to the owner / director.
Overall responsibility for Kuwait Country P&L. Full cross functional leadership team, with an annual turnover of USD$25m+
Drive the growth of the country across multiple categories and multiple channels - full strategy review, development and implementation
Setting assigned countries’ sales budgets by brand, month, key accounts and class of trade to achieve the growth rates set by company’s strategies and top management.
Setting the “Go to Market” strategy by country, according to the Retail Environments Study and the Indirect Trade Mapping (RES & ITM).
Setting the Macro Investment Analysis (M.I.A) by class of trade and Key accounts.
Setting the trade spend budgets according to the M I A within set percentages of R.O.I. according to the growth potential.
Setting, controlling and monitoring the distributors’ K.P.I’s for each country of responsibility.
Setting, controlling and monitoring specific business plans for each Key Account and/or class of trade.
Managing all 5P’s in all COT and Key Accounts.
Planning and the execution of tactical trade and consumer offers within the brand strategies and the Ad-Hoc funds.
Reviewing and controlling distributors’ contracts in the trade.
Setting specific quarterly and monthly SKU rolling forecasts.
Implementation and execution of the A&P plans
Execution and control of all in-store activities.
Reporting and Gap Analysis.
• Achieved 22% & 20% sales growth 2005 Vs. 2004 & 2003 at Colgate-Palmolive by re-setting the “Go to Market” strategy.
• Setting the Macro Investment Analysis (M.I.A) by class of trade and Key accounts.
• Achieved savings in the spend budget in terms of Gross to Net % by implementing the optimum
Setting assigned countries’ sales budgets by brand, month, key accounts and class of trade to achieve the growth rates set by company strategies and top management.
•Setting the “Go to Market” strategy by country, according to the Retail Environments Study and the Indirect Trade Mapping (RES & ITM).
•Setting the Macro Investment Analysis (M.I.A) by class of trade and Key accounts.
•Setting the trade spend budgets according to the M I A within set percentages of R.O.I. according to the growth potential.
•Setting, controlling and monitoring the distributors’ K.P.I’s for each country of responsibility.
•Setting, controlling and monitoring specific business plans for each Key Account and/or class of trade.
•Managing all 5P’s in all COT and Key Accounts.
•Planning and the execution of tactical trade and consumer offers within the brand strategies and the Ad-Hoc funds.
•Reviewing and controlling distributors’ contracts in the trade.
•Setting specific quarterly and monthly SKU rolling forecasts.
•Implementation and execution of the A&P plans
•Execution and control of all in-store activities.
•Reporting and Gap Analysis.
In charge of total sales operation reporting to the General Manger.
•Direct and supervise a work force consisting of 25 including Field Sales Manager, Supervisors, Salesmen, Merchandisers and direct vans sales team.
•Setting company’s sales budget by account by SKU.
•Communicating sales volume to principals for production/ordering purposes and monitoring company’s inventory levels.
•In charge of principals’ marketing plans implementation in the market.
•Manage, build and develop brands portfolio.
•Add new products / product groups to the portfolio.
Brands/Goods Managed:
•Stationery, Gift items, premiums & school bags
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