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Ali Zhairati, Group Marketing & Strategy Manager

Ali Zhairati

Group Marketing & Strategy Manager·Unigaz Company

Saudi Arabia

Master's degree, Business Management

Work experience

Total years of experience: 19 years, 8 months

Group Marketing & Strategy Manager

February 2015 - Present

Unigaz Company

Beirut, Lebanon

February 2015 - Present

 Corporate strategy formulation, communication and follow up on group level and per country.
 Value Proposition Analysis to reform business offering (7S) and re-segment the market followed by tailored Go-to-Market strategy per channel.
 Marketing (MarCom) strategy for 7 countries utilizing multiple media channels and analytics based on trend research and adoption rate analysis per channel.
 Developing new concepts based on intensive research while fully engage in the user experience (UX Design) of its tools i.e. Mobile Apps, Website, platforms, etc...
 Market intelligence and competition landscaping to boost sales performance

Company industry:
Electric Power Production & Transmission
Job role:
Management

Cluster Marketing Manager Arabian Peninsula & Egypt (APE)

February 2014 - February 2015

SIG Combibloc Obeikan FZCO

Riyadh, Saudi Arabia

February 2014 - February 2015

Cluster Marketing Manager Arabian Peninsula & Egypt (APE)
SIG Combibloc Obeikan FZCO - Riyadh, Saudi Arabia
February 2014 - February 2015

Driving the company's marketing direction towards customer-centric and value adding business approach through:
 Market Intelligence, Market Budgeting (Lean Budgeting) & Product Management - Liquid Dairy, NCSD & Food.
 Market and Customer Segmentation
 Research and Innovations / Create B2B & B2C Marketing Campaigns with emphasis on Social Media.
 Communications: Commercial / Environmental Engagements. (BTL & corporate events).
 CRM module enhancements and designing CSR strategy
 Certified as Internal Trainer across MEA region for Think-Customer & Employee Engagements courses.

Company industry:
FMCG
Job role:
Marketing and PR

Client Service Manager - Retail Measurement Nestle Account

August 2012 - December 2013

The Nielsen Company (ACNielsen)

Dubai, United Arab Emirates

August 2012 - December 2013

 Working with Nestle CIMI Team (Consumer Insights & Market Intelligence) for MASH and ME Markets. Providing marketing insights and analysis for Nutrition, Confectionary, Culinary, Coffee and Dairy divisions. As well as competition landscape, gray products analysis and track marketing activities effectiveness through Market Watch tools.

Company industry:
Other Business Support Services
Job role:
Research and Development

Research Manager & Head of Communication

August 2009 - August 2012

The Nielsen Company (AC Nielsen)

Doha, Qatar

August 2009 - August 2012

Role start up base was Lebanon and then moved to Qatar:
 Building business relationships with local/International clients and retailers in Qatar & Lebanon, understand their business strategy and vision, and accordingly design Nielsen insights and research that includes:
o Driving retail performance through Nielsen Retail Audit (distribution, sales, pricing, promotion, modern/traditional trade analysis, etc…) within the Retail Measurement Services division in Nielsen for FMCG industry.
o Conduct customized research & insights based on need nature (concept testing, satisfaction measurement, new products launch, brand equity, shopper trends, market penetration & positioning, etc…)
o Being a project champion in Middle East for the following workshops: (i) Category Management, (ii) Advanced CatMan/Shopper-centric by NeuroFocus Int’l, (iii) Brands Performance through Consumer Behavior.

 On the communication:
o Internal Communication: Communications inside the organization (cross & in divisions) as informative material, achievements in Lebanon, and regionally initiated the Market Watch Magazine which is the first and unique communication tool of Nielsen Retail Measurement across MENAP region by RS including all details of each country and my job was from collecting these details from the concerned executives, pilling it up, working on the designs, and kick-off the finalized edition.
o External Communication: I worked on establishing a solid base for Nielsen in food and FMCG industry exhibitions (i.e. HORECA) through continuous participation as T&B deals (trade & barter) in compliance with cost leadership. Aside from exhibitions, all events, conferences and fairs (job fairs), was in the scope of my communication role for Lebanon.

Company industry:
Business Consultancy Services
Job role:
Research and Development

Senior Category Manager - Private Label and Hard Discount Specialist

May 2008 - July 2009

The Sultan Center

Muscat, Oman

May 2008 - July 2009

Managing a group of private brands for TSC that starts from choosing the right category and the right product mix, sourcing the right supplier globally/locally, assessing feasibility, set the retail selling price based on the pricing strategy and finally create the replenishment calendar.
 As Hard Discount specialist, TSC was the first retailer that launched this new concept of retail stores that has an assortment of 95% as private brands and 5% of brand leaders. Therefore, establishing this 95% was in my list of tasks taking into consideration that branding was per category and includes building the brands from the base starting with setting brand role & identity and selecting target audience, creating the name, the logo and design to start the above mentioned process.

Company industry:
Merchandising
Job role:
Purchasing and Procurement

Category Manager - FMCG

September 2006 - April 2008

The Sultan Center

Kuwait

September 2006 - April 2008

Learning the fundamentals of category management, and implement it to my work to manage the categories that fall under FMCG as strategic business units (SBUs) and establish an efficient assortment that meets the customers’ expectations and needs.
 Earned the ECR certificate (Efficient Consumer Response).
 Design rebates and negotiation schemes.
 Responsible for driving growth to the category and related department.

Company industry:
Retail & Wholesale
Job role:
Purchasing and Procurement

Education

Lebanese American University

December 2017

December 2017

Master's degree, Business Management

Lebanon

GPA (point): 4.0 out of 4

GPA (point): 4.0 out of 4

Distingushed list student for the MBA program in the Lebanese American University
View attachment

Lebanese International University

June 2006

June 2006

Bachelor's degree, B.S Marketing

Lebanon

GPA (point): 3.0 out of 4

GPA (point): 3.0 out of 4

Marketing and Sales
View attachment

Skills

Business Plan Formulation
Expert
Business Plan Formulation
Expert
Consumer Insights
Expert
Consumer Insights
Expert
GTM
Expert
GTM
Expert
Strategy Development
Expert
Strategy Development
Expert
Marketing Mix
Expert
Marketing Mix
Expert
Space Planning (Retail)
Expert
Space Planning (Retail)
Expert
MS Office
Expert
MS Office
Expert
Market Analysis
Expert
Market Analysis
Expert
Communication Tools (Digital / Offline)
Expert
Communication Tools (Digital / Offline)
Expert
Project Management (PMP Course)
Intermediate
Project Management (PMP Course)
Intermediate
Omnichannel (Path to purchase)
Expert
Omnichannel (Path to purchase)
Expert
Strategy Formulation (Balanced Scorecard)
Expert
Strategy Formulation (Balanced Scorecard)
Expert
Business Modelling (Award Winner)
Expert
Business Modelling (Award Winner)
Expert
Business Plan Formulation
Expert
Business Plan Formulation
Expert
Consumer Insights
Expert
Consumer Insights
Expert
GTM
Expert
GTM
Expert
Strategy Development
Expert
Strategy Development
Expert
Marketing Mix
Expert
Marketing Mix
Expert

Languages

English

Expert

French

Beginner

Arabic

Expert

Training and Certifications

Certifications
Think Customer (Internal Customer Service)
Sep 2014
Advanced Analytical and Communication Skills
Sep 2010
Situational Leadership
Apr 2015
Principles of Category Management
The Nielsen Company
Oct 2011 - Oct 2011
Certified Supply Chain Management
Morgan International
Nov 2010 - Nov 2010

Training
Project Management Professionals PMP
PMI
Jun 2015