Handsets Marketing Manager
Vodafone Egypt
Total des années d'expérience :21 years, 5 Mois
Overview:
In Charge of Vodafone’s overall terminals and handsets strategy, operation & Marketing across the company’s different channels.
Role and responsibilities:
Portfolio & Supplier Management :
•Managing the overall OEM / ODM relationship.
•Designing operating systems education and growth plans (Android, MS, Mac..Etc).
•Negotiating new products introduction. ( Exclusivities / Differentiators )
•Set product marketing plans, Budgets and roadmaps.
•Continuous planning for excess stocks release.
•Liaising with different segments to offer suitable voice and data prepositions.
Marcom Management:
•Developing the terminals communication strategy (ATL-BTL).
•Developing annual communication & advertising budgets.
•Maximizing budget savings by increasing the efficiency of spend.
•Designing segmented product communication and on ground activations.
•Managing the overall marcom-agency / agency - marcom operations.
Segments Management:
•Maximize data usage and ARPU In general thru smart phones and tablets penetration.
•Liaise with different stakeholders to offer data and voice propositions.
•Encourage data usage thru sourcing unique mobile content.
Consumer Marketing & Promotions:
•Development of Consumer marketing calendar.
•Micro planning and execution of all Terminals consumer promotions.
•Channel activation and in-store activities.
Achievements:
•First to launch Android officially in the Middle East with tremendous penetration results.
•Drove an increment of 117% sales growth in less than 12 months.
•Successfully achieved and maintained number 1 market share among all Egypt’s organized retail scene.
•Planned and implemented a monthly promotional cycle offering consumers a monthly changing wide variety of offers and product’s introduction.
•Reduced unhealthy stocks by 80%.
Marketing Communication:
•Design and Implementation of the communication strategy.
•Over look agency briefs and challenge implementation plans.
•Plan Annual media buying and negotiate rates and frequency calendars.
•Control and signoff Annual ATL / BTL budgets.
•Implementation of the regional Digital and SoMe Strategy.
Channel Management
•Create and update channel segmentation map.
•Deployment of BTL strategy.
•Negotiate retail branding, Display and promotional plans.
•Ground activation and field force management.
•ROI evaluation and tracking
Channel Management
•Align plans and strategy across stakeholders.
•Continuously report competitive analysis, Budget utilization and ground execution.
•Sustain healthy team relationship across the commercial and support board.
•Encourage and coach team play and create common goals
Overview:
Responsible for the country Retail Marketing and Sales management and ensuring alignment of visual merchandising guidelines and display principles.
Tasks and responsibilities:
•Visual Merchandising :
-Managing the daily Visual merchandisers and promoters operation. (27 personnel)
-Negotiate in-store space branding agreements with Chain retailers.
-Develop Monthly display planograms based on market demand and focus products.
-Ensure maximum brand visibility and user pleasurable experience inside the stores.
-Managing POSM production and placement, while monitoring the exposure of each item.
-Controlling POSM and Merchandise quantities and ensure sufficient stocks per store.
-Controlling the annual cost of merchandising items through agreements with production houses to ensure cost and quality efficiency.
•Brand Management:
-Develop the overall division ATL communication strategy.
-Develop quarter and annual communication roadmaps and Marketing plans.
-Acting Spokesman for all division’s PR related events.
-Liaising with 3rd parties (agencies) to deliver creative communication that complies with the global brand guide lines.
-Negotiate annual Bulk Media deals to ensure ahead planning and cost efficiency.
•Consumer Promotions:
-Designing the Quarter and annual Promotional calendar.
-Monitoring promotions performance and measuring ROI.
•Business Development:
-Hunting for content aggregation agreements and liaising with 3rd party providers.
-Maximizing operator’s Business and negotiating exclusivity deals and product launches.
-Negotiating Malls branding agreement and partnering with strategic outlets to ensure maximum malls visibility.
-Create bundles with 3rd parties to promote Samsung’s Smart products ( Data packages - Accessory bundles..etc).
Overview:
The Middle East's largest Mobile handsets and accessories retailer with exclusive distribution agreements with Major handsets Brands such as Nokia, SonyEricsson, LG, Samsung and mobile Operators such as Mobily and Du.
Tasks and responsibilities:
•Planning / execution of ATL and BTL campaigns.
•Preparing quarter and annual roadmaps and budgets.
•Negotiating annual bulk media deals with different channels.
•Launching Monthly and weekly promotions with Manufacturers and channel managers. (Over 3major promotions every month).
•Measuring and evaluating Business performance before and after campaigns.
•Plan and execute regional Product launch. (Over 4 new product launches per quarter / country )
•Create and implement "out of the box" retail strategies and VM strategies.
•Range planning and portfolio management.
•Working parallel with sales and inventory teams to clear stocks and achieve targets (per product / Country).
•Leading the retail and distribution channel's monthly and seasonal promotion plans.
•Coordinating and developing 3rd party partner's business (Mobile Operators - Solution providers - Duty Free channels).
•Negotiating marketing Budgets and optimizing spend per channel.
Achievements:
•Successfully launched the operation in Egypt from scratch.
•Regularly cleared all excess stocks for assigned brands ( SonyEricsson - Samsung and LG) in UAE
•Re-structured the stores merchandising guide lines in KSA.
•Designed a regular value offers cycle that maintained 20-30% growth for assigned brands during the financial crisis.
•Initiated and executed a sophisticated profitable online strategy.
•Launched the Middle East’s first local luxury mobile brand (Givori) and maintained a growth of 60% while the luxury business in UAE encountered a drop of 45% in luxury business.
Supervising market researches and products analysis.
Budget & Road-map planning.
Planning Local and international major events (ex. Gitex-cebet-ICT) including artwork, presentations and personnel
engagement / Training.
Negotiating and Managing the Advertising agencies work.
Setting brand awareness and communication plans according to Market segments.
Planning advertising and PR campaigns.
Evaluating marketing campaigns and generate ROI reports.
Acting product manager for Entertainment and Business web - portals.
Providing monthly, quarterly and annual Marketing Services Reports.
Setting traffic increase plans and strategies for the interactive portals (Linking-Search engine- Advertising-cross Promotions…etc)
Analyzing traffic data and conducting numbers relations for online products.
Creating product development programs.
Coordinating with third parties for value added services and joint promotions.
Developing customer needs analysis and setting new media channels plans.
Developing monthly and quarterly reports to head management.
Handling presentation, motivation and brain storming sessions with staff
Training Teams working in other corporate branches ( Saudi Arabia, Jordan )
Managing the production and distribution of POS and merchandising Material in stores
Supervising various call center marketing campaigns and Customer service activities.
Developing IVR Structure
Graduation Project: Retail and Fast moving Marketing & Promotion in the ME markets