علاء الدين بكري

Al Jameel International is a leading FMCG group with manufacturing and distribution operations across Saudi Arabia, GCC, and international markets.

- Led the end-to-end creation of the Kinza brand from inception, playing a founding role in shaping the brand vision, positioning, and identity.
- Drove the development of product concepts and recipes in collaboration with R&D and technical teams, ensuring market relevance and competitive differentiation.
- Developed the full business plan for Kinza, including go-to-market strategy, portfolio architecture, pricing logic, and expansion roadmap.
- Built and executed integrated marketing strategies (ATL, BTL, Trade Marketing) to successfully launch and scale the brand across multiple markets.
- Led new product launches from concept to commercialization, covering packaging, artwork, regulatory alignment, and market execution.
- Directed market research and consumer insight initiatives to inform product innovation, brand communication, and portfolio optimization.
- Managed and coordinated creative, media, PR, and production agencies, ensuring consistent brand storytelling across all touchpoints.
- Played a key role in transforming the organization toward a consumer-centric, insight-driven FMCG model.
- Identified and leveraged strategic partnerships and sponsorships to increase brand visibility and accelerate market penetration.

One of Saudi Arabia’s largest beverage companies with a portfolio including Original Juice, Klasse, Maaza, Splash, and other international brands.

- Managed packaging development (artworks, barcodes, configurations).
- Coordinated marketing and advertising campaigns with agencies and production houses.
- Tracked sales performance, market share, and distribution via Nielsen and Euromonitor.
- Oversaw in-store execution, visibility, availability, and planograms.
- Prepared detailed marketing and performance reports for management.
- Supported sales teams with market insights, forecasts, and competitive analysis.
- Monitored and controlled marketing budgets versus forecasts.

- Prepared sales forecasts and performance analysis using Oracle, Excel, and RoutePro.
- Conducted weekly and monthly P&L performance tracking with finance teams.
- Assisted in developing and executing annual marketing plans.
- Coordinated advertising campaigns, label printing, and POS materials.
- Organized product sampling, tasting campaigns, and market activations.
- Represented the company in festivals and promotional events.

- Conducted market research and consumer surveys.
- Analyzed data and presented insights to Brand Management.
- Supervised tasting campaigns and prepared performance reports.
- Delivered daily and monthly marketing reports.