Category Manager - UAE/Oman/Qatar
Arla Foods
مجموع سنوات الخبرة :18 years, 8 أشهر
- Reporting directly to the GM UAE/Oman/Qatar
- Lead category development plans with the regional and local team
- Leading category management project with leading retailers in liaison with Modern Trade Sales Head
- Prepare and align senior management on annual marketing plan budget to meet the agreed sales targets.
- Jointly responsible with sales operations for achieving market share targets and category volume revenue profit targets
- Managing and monitoring allocated marketing budgets across ensure that spending is within the approved budget and in line with sales achievements
- Lead and liaise with Regional Marketing team, advertising/ media agencies on ATL campaigns, PR events, social marketing digital media initiatives, packaging design work
- Develop annual research plans and work closely with consumer insight providers in order to track and analyze share distributor KPI's and new product development performance.
- monitor category financials and profitability KPIs coordinating closely with key stakeholders
- Ensure consistent brand guidelines implementation across all activities (ATLBTL) and functions (agencies, trade marketing, and sales)
- Align marketing plans with trade marketing to ensure execution as per the annual activity calendar, leading a team of 2 TMM and 1 Junior Category Manager
- Reporting to the Marketing Manager, Responsible for share growth and market development of PUCK cheese and cream categories
- Set objectives & strategies/plans for the Brand for the 2 categories, with direct responsibilities towards brand growth in terms of volumes, Market share, Revenue & profits
- Work with Insights team to develop understanding of category to determine gaps and opportunities.
- Prepare and monitor budgets ensuring efficiency across UAE/Oman/Qatar
-Develop Advertising (excluding TV), promotion campaigns, activation and trade marketing plans with agencies. Coordinate with Sales, Supply Chain and other support functions for execution of BTL plans and promotions.
Servicing PepsiCo. account on integrated research need platforms (Consumer, Retail Audit) for the GCC region.
Planning and Implementation of Brand Strategy & Annual Brand Plan; responsible for positioning and communication strategy of the tea creamer brand “Chaika”
Liaise with R&D, Production and Finance to plan and execute the launch and subsequent product changes
Design brand building and trial generation focused activities resulting in enhancement of brand image and equity in challenging budgets and competition
Effectively manage the advertisement agency to come up with creative out-of-the box consumer communication on the brand.
Develop & arrange all brand support material for the agreed sales support including consumer and trade promotions
Propose and carry out brand related researches and suggest actions based on consumer and trade insights
Monitor competitor activities critically and report to HOD with suggestions
Conduct market visits to ensure availability and visibility of the brand at the target channels;Co-ordinate & follow-up with Production and Commercial functions to ensure stocks availability to meet sales requirements
Major Achievements:
Launched a new brand in the fastest growing UHT Milk segment i.e. tea-creaming segment.
Worked with extremely limited financial and human resources to gain a market share of 8% in the segment in 6 months
Ensure 100% utilization of plant capacity
Drove Category Opportunity Management and Industry Forecasting; Utilize Tetra Pak’s global presence to develop a deeper understanding of emerging trends & identifying potential products for customers. Recommend new product developments and line extensions based on consumer insights.
Initiated & Undertook Portfolio Deployment and new business development initiatives with key customers.
Conceived, designed & executed consumer campaigns to trigger category motivators & eradicate barriers to consumption.
Developed powerful product concepts along-with key customers, translate them into comprehensive brand plans & support clinical execution during launch.
Outlined company media strategy; ensure effective deployment to meet defined KPIs, responsible for managing agency-client relationship.
Lead development of the annual research plan in line with category needs, ensure seamless execution via agencies & derive key insights into meaningful action.
Designed & executed activation programs to engage kids & mothers for milk consumption.
Manage Retail Measurement Account for Pepsi Cola International.
Deal extensively with the Marketing and Franchise teams to identify, analyze and recommend solutions on business issues.
Extensive analysis on category, brand, segment and retail issues including Portfolio Analysis by volume, share and distribution, Brand Development Analysis, Launch Monitor Analysis, Price Dispersion and Differentiation Analysis, Promotion Campaigns’ Evaluations.
Co-ordination with Consumer Research for integration of information to generate insights for the client in a holistic business perspective.
Implementation of best practices of ACN as per the regional guidelines.
Training and development of new recruits and clients on ACN proprietary tools.
Handling Client queries by adapting to Client Management Process as per ACN Global Standards to achieve standardization, ensuring a smooth work and information flow for internal and external Clients.