Marketing Director
Arab Dairy (Panda Cheese)
Total des années d'expérience :26 years, 11 Mois
- Heading the Marketing of Arab Dairy and all marketing activities related to its 3 brands: Panda, Dairy, and La Classe for White Cheese, Processed Cheese, Cups, Mozzarella, Cheddar, and Parmesan.
- Through an extensive internal and external audit, created the organizations "Must-Happens" vision, and got it endorsed by the board and top management.
- Working on a complete revamp of the product recipe, quality, and packaging of two strategic categories.
- Revamping the corporate identity, truck branding, uniforms, consumer promotions, etc.
- Leading extensive in-store sampling activities across top retail and preparing for roadshows post COVID 19.
- Preparing for new TV production with the new message, look, and direction.
- Heading the Marketing Team of LAMAR Dairy & Juices range and all marketing activities, including ATL, BTL, Digital, External Activations, Trade Activations, Branding
- Tripled the annual sales revenues of the company for both categories (Dairy & Beverages) in 3 years only.
- Led the creation of the organizations "Must-Happens" vision, including innovation pipeline and rallied it across the organization.
- Launched LAMAR's first ever Drinks range and introduced two new flavours (Plum & Cocktail).
- Recognized by "Think Marketing" Magazine as one of 3 top "Avant Garde/Modern TVC ads of Ramadan 2017", for the "Why Does Everything Have Colour?" drinks campaign.
- Launched Cranberry, Tomato, and Mango 100% juice flavours.
- Prepared the introduction of LAMAR’s flavoured milk as well as cooking and whipping cream for the first time.
- Responsible for leading the dairy industry in Egypt, Libya, and Sudan by consulting and supporting the dairy companies and the Chamber of Food Industries as well as driving the “Deep in the Pyramid” Initiative across the Greater Middle East & Africa region, including 72 countries.
- Grew annual sales by 110% in 5 years, despite economic and political instability.
- Received a “Global recognition award” as the best DiP driver among 170 countries.
- Working with UNICEF, FAO, and European Bank on projects, including trainings and internship for technical students, school milk programs, and milk collection centers.
- Lead Loose Milk Conversion (LMC) campaigns, including TVC, school seminars, university seminars, and pharmacy engagement that resulted in the highest conversion rate in the company’s previous 30-years history in Egypt.
- Achieved 95% in our annual customer satisfaction survey due to strong partnership with customers.
- Accomplished an all-time high “marketing” score, in our customer service survey, which rated as World-Class among 170 countries.
- Lead and participated in a number of activities that resulted in Tetra Pak Egypt winning the “2012 Market of the Year Award” and “2015 Market of the Year Award” among 170 markets.
- Won as a part of a team the “Best Stand Award” at Gulf Food, the world’s biggest annual food & hospitality show.
- Conducted a number of concept development and idea generation workshops that inspired our customers towards the development of new products.
- Working closely with Euromonitor in analyzing the Egyptian Dairy market and developing “Compass”, the strongest dairy database in Egypt.
- Responsible for leading all marketing activities in the Middle East & Southern Europe for Applebee's, The World's Largest Casual Dining Chain.
- Formulated Applebee's Regional Marketing Calendars for 2008-2011.
- Lead their implementation across ten markets in a unified aligned manner. The calendar provides a wealth of knowledge on campaigns, core menu changes, consumer promotions, LSM activities, local initiatives, media support, comparative and total sales, and planned dates of new store openings and renovations, all in one sheet.
- Conducted a regional ATU study across 7 Middle East markets that produced a wealth of insights and drove action plans.
- Negotiated the first regional deal with a top multinational advertising agency to ensure consistency of communication in line with our brand identity guidelines.
- Developed Applebee's first Regional TVC and formulated a coop fund to actualize its production. Continued TVC production, planning, and airing since 2008.
- Developed the region's first Customer Relationship Management (CRM) Software that allowed us to communicate with our guests on a one-to-one basis.
- Lead the growth of the CRM database to 100, 000+ guests and growing by the day.
- Formulated Applebee's Middle East Digital & Social Strategy and created Applebee's Facebook page and guidelines.
- Prepared Regional Pricing Templates to evaluate the prices of all our menu items against competition across all markets. This identified pricing opportunities, enabling us to strike the correct value in the consumer's mind.
- Succeeded in bringing significant cost gains for our franchisees, in terms of their media buying and printing.
- Responsible for all marketing activities related to the brands KFC, Hardee's, TGI Friday's, Baskin Robbins, Krispy Kreme, Tikka, and Sbarro.
- Lead the company's marketing team consisting of four brand managers, one marketing analyst, one media coordinator and two local store marketing coordinators.
- Introduced for the first time in Kuwait several new media tools in an integrated approach to build the company's brands and was awarded several regional awards for that as highlighted in the "Awards" section.
- Held weekly marketing meetings to share ideas, enhance communication, raise team spirit, follow up on project execution status, and reach quality decision making.
- Initiated the idea of compiling monthly "Marketing Reports" for all the brands and set their formats.
- Contributed heavily in setting the company's annual sales and marketing budgets by brand, by month, and by expenditure type.
- Prepared and circulated monthly media plans.
- Set the pricing and sales forecasts of all new products.
- Participated in planning and leading the execution of Mega promotions such as KFC "Peel 'n Win" promotion.
- Briefed and followed up with Multi-national research agencies the execution of Usage and Attitude (U&A) studies for KFC, Hardee's and Tikka Vs. competition to better understand the market and introduce radical changes.
- Held Chain meetings with area managers and store managers prior to launches of new products and/or promotions.
- Responsible for all marketing activities related to the brands "Americana", "Koki", and "Kuwaitia" meat.
- Planned, organized, and lead the execution of four Mega consumer promotion campaigns that helped boost total annual sales to record figures.
- Formulated with top management the division's strategic objectives, major initiatives, and action plan headlines.
- Prepared and conducted presentations to head office top management concerning progress, trends, objectives, and strategies.
- Institutionalized a corporate manual including all guidelines to be followed for conducting all sampling campaigns and in-store activities.
- Managing the marketing of Juhayna's entire product lines (Milk, Juices, and Fermented)
- Leading Juhayna's marketing department consisting of eight marketers.
- Developing marketing strategies, setting action plans, and following up their implementation.
- Preparing monthly, quarterly, semi-annual, and annual marketing plans.
- Working hand-in-hand with agencies on TVC's, press ads, brochures, packaging designs, etc.
- Planning and carrying out media plans and sales promotions.
- Introduced the new 1 Liter size of 'Mix' chocolate milk.
- Participated in introducing new flavors and SKU's of Juices and Zabado.
- Introduced a cooking booklet for Juhayna that was distributed for free in selected supermarkets as well as with selected magazines to acquaint consumers of the various uses of Juhayna's products.
- Handled all marketing activities related to all VW passenger vehicles (Polo, Golf, Bora, Passat, Polo Classic, Gol, and New Beetle)
- Initiated the idea of "Volkswagen Club Card", planned and supervised its execution, and followed up and evaluated its successful performance.
- Developed, executed and followed up the "Business Plan" for VW Passenger vehicles for the year 2000, the implementation of which lead to an unprecedented increase in sales volume by 64%.
- Headed the organization of the mega party for launching VW's new Customer Care Service Center in Al-Obour city "The German Secret Airport", as well as four new car models.
- Generated and implemented the idea of a joint promotion with "Geroland" to achieve the objectives of improving customer satisfaction and increasing the number of customers servicing their cars at our service center. Both objectives were achieved and the number of service job orders increased by 32%.
- Initiated and conducted a comprehensive marketing study for the introduction of the "Polo Classic" to Egypt.
- Responsible for the organization of the "VW African Importers Conference" held at Mena House Oberoi, Cairo, 12th-16 Apr '00.
- Responsible for placing orders from Germany, including brochures, owner manuals, video tapes, giveaways, promotional items, and showroom display stands.
- Compiled a "Sales Program" to be used for all special orders of VW Passenger cars. The program proved successful, user-friendly, saving a lot of time, effort and lost sales opportunities.
- Conducted competitive analysis, situation analysis, and SWOT analysis to better understand our position in the market.
- Attended trade visits to gain a deeper insight about the market and to validate the segmentation, targeting, and positioning of our brand.
- Obtained promotion license and gathered information from five different sources to implement the consumer promotion idea.
- Worked hand in hand with the advertising agency and print shop on producing a new packaging design.
-Coordinated among the finance, sales, purchasing, and production departments to pass through our new launch.
- Discovered a fatal legal error in my brand and took quick corrective action.
SUMMER INTERNSHIPS
Marketing Trainee, General Motors Egypt (GME), July '98- Aug '98.
- Received the appraisal of "outstanding" from the marketing manager.
- Conducted market visits and wrote reports about market dynamics.
- Studied and summarized reports on the recent trends in the Egyptian automotive industry.
Credit Trainee, Egyptian American Investment Consultants, Egypt, June '98- July '98.
- Conducted credit analysis on a large Egyptian iron and steel factory.
- Reported its position to foreign investors willing to offer loans to promising Egyptian projects
Chairman, Student Judicial Board (SJB), Egypt, Apr '97-Apr '98.
- Elected by the whole student body to represent them and defend their rights.
- Handled on the spot problems arising in the daily community of AUC.
- Planned, organized, and supervised the 1st "computerized elections" at AUC.
- Awarded a bonus for the 3rd highest weekly sales from a total of a sixty sales representatives.
- Made initial contacts and follow-up calls.
- Prepared daily and weekly reports on sales activity and productivity.
ADDITIONAL TRAININGS AND SEMINARS ATTENDED
- Leading Others-Module I & II, Hilton Jumeirah Hotel, Dubai, UAE, Nov '11 & Feb '12.
- Operations College for Non-Operators, Grand Hyatt Hotel, Muscat, Oman, Jan '06.
- KFC Marketing Brand Execution College, Le Meridian Hotel, Dubai, June '05.
- Executive Leadership and Strategic Marketing Workshops, Harvard Professors, Cairo Marriot Hotel, Cairo, Oct '04.
- Dale Carnegie Seminar in Effective Communications and Human Relations, Safir Hotel, Kuwait, Mar '04.
- Introduction to Six Sigma, JW Marriot, Cairo, Egypt, May '03.
- Design Seminar, Tetra Pak Egypt, Cairo, June '02.
- Qualified Volkswagen Sales Diploma, Meridian, Cairo, Egypt, Nov '99 -Mar '00.
- Shared Leadership Teleconference, Cairo International Convention Center (CICC), '97.
- International Training Seminar (ITS), AIESEC, Fayed, Egypt, '97.
- Selling Skills and Advanced Selling Techniques, Jeraisy Co., Riyadh, KSA, '92.
AWARDS
- "Successfully Introducing Modern Media to KFC Brand" among MENA region, June '06.
- "Non-Traditional Media Award for Hardee's" among MENA region, June '06.
- "Creative Media Usage to Build the KFC Brand" among MENA, Pakistan and Turkey (MENAPAKT) Region, Mar '06.
- Knowledge Transfer Champion among MENA, Pakistan and Turkey (MENAPAKT) Region, Nov '05.
- KFC Marketing Execution Excellence Award for Best Consumer Insight in the MENA Region, May '05.
- Chosen by USAID among thousands of candidates to earn an MBA scholarship from USA, Apr '02.
- Ranked 1st out of 22 participants in the Qualified Volkswagen Sales Diploma, Mar '00.
- "Most Active Member" at the Cairo Friendship Association out of fifty members, '96.
Masters of Business Administration (MBA), The American University in Cairo (AUC), Egypt, Jan '02. Specialization: Marketing GPA: 3.58/4.0 GMAT Score: 620
Bachelor of Arts, The American University in Cairo (AUC), Egypt, June '98. Major: Business Administration Minors: Economics and Music Additional Specialization: Finance GPA: 3.61/4.0 (High Honors)
International General Certificate of Secondary Education (IGCSE), The British Council, Riyadh, KSA, Aug '93. Score: 7 A grades and 1 B grade