ASHRAF FAROUK

• Spearhead the development of annual business plans, budgets & resources to enhance operations effectiveness.
• Utilize digital marketing to create leads; Google Ads PPC, e-mail marketing & Social media.
• Accelerate e-commerce sales through partnerships with key e-platforms like Amazon, Noon & Sharaf DG on-line.
• Appoint distributors & look after in Saudi Arabia & other GCC markets & rolled out product innovations.
• Led discussions with high profile customers in government & law enforcement entities.
• Drove an omni approach to Integrate campaign and product to create a true 360 marketing go-to-market strategy.
• Continuously improved average cost of customers' acquisition & retention on digital platforms.
• Lead & motivate commercial & technical team to achieve set targets within UAE.

• Grew group share in home appliances from 22% to 31% establishing leadership position vs tough global competitors.
• Drove brands' P&L maximizing gross margins & sales turnover through defining focus markets & categories.
• Led product development of OEM-related categories outsourced from Turkey to compete in untapped segments.
• Revamped distribution set up in India leading to doubling of sales & increased gross margin.
• Restructured, led, and engaged MEIA marketing team in Dubai to increase focus on digital & product innovations.

• Formulated winning short- & long-term regional sales & marketing plans & follow through their implementation.
• Led MEIA S&OP and forecasting process to ensure countries’ sales targets are consistently met.
• Achieved #1 position across modern trade retailers for Kenwood home appliances in ME focus markets.
• Enhanced countries’ & brands' P&L deliverables for MEIA region, through upscaled product innovations.
• Looked after a multi-million-dollar marketing budget delivering exceptional 360 marketing campaigns.
• Created geographical strategic prioritization model for African sub-Saharan.
• Redefined MEIA marketing team structure to follow a brand-management pattern to be more focused.
• Successfully led BRAUN business transformation from P&G to De’Longhi & enhanced profitability
• Responsibilities included product management, product marketing, market/competitive intelligence, public relations, marketing communications, online marketing, event marketing, lead development, and creative services.

. Grew Wrigley's brands' portfolio CAGR sales turnover by 14% over 3 years by following a consumer-centric approach.
. Achieved 28% market share in premium segment through successful 5Gum ME launch, mirroring brand success in USA.
. Gained category leadership & grew ME gum market size by 12% over 4 years; through innovative occasion/location strategy.
. Increased gross margin for Africa sub-Saharan gum portfolio by 7 pts; through launch of oral-care gum concept.• Developed & implemented marketing and communications plans for Wrigley's brands' portfolio across MEA.
• Spearheaded market research to identify opportunities/gaps and grow chewing gum category.
• Orchestrated, executed & monitored digital & social media campaigns KPIs, following consumer journey strategy.
• Launched 360 thematic and tactical communication campaigns for Extra to grow per capita consumption & leadership.
• Recruited, led & developed MEA marketing talented team in Dubai and across ME & Africa.