Premium Category North Africa Brand Manager (Dunhill & Kent)
British American Tobacco
Total years of experience :15 years, 7 Months
• Engage with International Brand Group to craft and locally adapt relevant and inclusive competitive brand propositions (including concept generation, product and packaging
• Lead on the preparation of launch business case by working alongside Supply Chain and Ops Finance to present proper financial analysis
• Initiate relevant consumer research and insight generation for all End markets
• Full assessment of NAA market landscape to present a solid strategic way forward
• Key role in strategic planning, development and execution of three year operational brand plans to meet brand objectives and consumer requirements for Rothmans across North Africa
• Manage P&L, understand drivers and identify issues, challenges and opportunities to deliver sustainable growth
• Manage product development, from ideation stage to commercialization
• Champion consumer needs and global brand positioning within all planned activities
• Work with Trade Marketing in the preparation of engagement programmes and cycle plan activities to ensure brand strategies and objectives are effectively executed and evaluated at field level
• Led product strategy workshop for NAA portfolio with global Product Champions to develop portfolio strategy and key actions for each brand house
• Ensure two Brand Executives are trained and motivated to perform the necessary analysis and support the development/ implementation of brand programs
• Activated the first of its kind unbranded communication platform "London Sound"
• London Sound featured a series of events and various ATL communication (on-ground activation, events, radio, digital)
• London Sound garnered +20 K attendees, Facebook fan base of +15K and radio exposure of +2 Million on Nile & Nogoum FM
• Responsible for the President cheese Full range portfolio, that includes both processed, white cheese & Labneh. Processed includes triangles, squares, slices, blocks & jars. White Cheese includes tetra packs and tubs. Responsible for the imported cheese and butter range
• Developed long and short term strategic action plans to grow business by increasing per capita consumption, tapping into new cohorts and new consumption occasions
• Researched flavors and product innovations to be launched
• Presented bundles and strong promotions to engage consumers and achieve repeat purchases
• Ensured media resources achieve maximum SOV and efficient SOE through gaining effective GRPs
• Participated in more than 6 above the line campaigns, that included everything from TVC production, viral & digital communication, trade support, outdoors and product innovation
• Assisted in a dual brand 5 year strategy on CFI's ridged brands, Crunchy and Max, in a team that was comprised of Supply Chain, Sales, Planning, Insights and R&D members
• Worked on Chipsy Max revamp campaign that delivered and surpassed AOP projected volumes
• Participated in concept development and testing for a new product idea that was followed with Nielsen's Bases
• Worked on a CAPEX case that was presented and approved by top management and included financials, IRR, proposed forecasts, and GR
• Periodically reviewed brand performance KPI's via the various tools available, to spot possible issues and proposes plans/tactics to address them
• Evaluated brand economics for existing business and new innovations with financial planning team
• Supported in a packaging cost saving initiative that resulted in +1 point to the overall brand's gross margin
• Provided idea generation and pipeline development for IBP and AOP programs
• Developed and presented to the Marketing Manager a simulation of competitions' P&L and spending for the last three years
• Assisted in laying down the ground work to the first ever Potato Chips factory to open in Kidzania theme park
• Supported launch of two new flavors on Max’s full SKU price range; by working with Planning Dept on financials to ensure brand maintained CM
Managed three outdoor networks for three campaigns; from the initial layout to resizing, managing external agencies and a sum up report
• Worked on tracking budget, creating POs on SAP, participated in hard closes with Finance dept (achieve average COSO rating for marketing cycle of 90%)
PC Chips Category, Chipsy Brand & Snacks Activation
• Prepared and presented a full and through report to the board of Directors about best price point for a single serve Chipsy pack
• Worked on and was part of Chipsy’s World Food Programme campaign that won Pepsico’s Chairman Award under the pillar of Human Sustainability
• Devised an activation idea and executed it for Helmy & Chipsy sharing campaign
• Analysis of Brand Performance using Nielsen’s retail audit program advisor, internal sales and Millward Brown’s Consumer Trend Studies
• Handled SKU rationalization project, whereby assessed all Snacks’ SKU and determining their profitability
• Assisted in three Helmy & Chipsy collaboration 360 campaigns (Education Program, Jumbo and Smiles and the World Smiles Back)
(Oct 2010 - April 2011) Accelerate Management Marketing Designate, PepsiCo Beverages - Lemon Lime Category
• Handled projects on a standalone basis and worked with Lemon Lime (7-Up & Mountain Dew) brand team members
• Mastery of beverages’ retail audit for lemon lime (7-Up & Mountain Dew)
• Worked with the activation team on launching a full outdoor network for the revamp of the new 7-Up look and on-ground activation
• Administered a dipstick to understand viewership habits after revolution
• Participated in more than 7 above the line campaigns, that included everything from TVC production, viral & digital communication, trade support, outdoors and product innovation (Campaigns: Fastest Delivery, Menu 5, CSR, Fifa World Cup, Combo and Breakfast)
• Main responsibilities revolve around increasing company’s market share, competitive stance, achieving high sales and strengthening overall Brand’s equity.
• Worked on McDonald's tie in with the Fifa World Cup, through a promotion that helped in
increasing the average check and penetration of new business
• Presented to members of the press the achievements McDonald's Egypt did in the development of education in unplanned communities in a press conference
• Dealt with various agencies that include but not limited to, Weber Shandwick, FP7, Market i, Ipsos, Digital Republic and Emotion
• Witnessed the launch of the McDonald's breakfast in Egypt, that involved conducting qualitative research, analysis of the market and rolling out an integrated 360 communication plan
• Assisted in the Extra Value Meal (Combo) and Branded Affordability (Menu 5) campaigns, two key strategic platforms, two years running
• Led the revamp of McDonald's website, using McDonald's global activation guide with the advertising agency FP7 and Emotion
• Utilized Techno Wireless' "Pay Per Click" online technology on the Fastest Delivery Campaign
• Trained in the agency side, Fortune Promo 7, for a month with the account team to get the agency side perspective
• Responsible for the Budget Control Form. Tallied up all invoices per project and ensured that the amounts spent are in alignment with proposed.
GPA: 3.349 Minor: Economics First prize winner for presenting a full comprehensive communication plan to Egypt Air’s directors as part of a P.R course Summer Abroad: Introduction to Communication Studies at the University of California Los Angeles (UCLA) summer, 2006