Senior Marketing Director, Middle East North Africa & Pakistan
Mondelez International
مجموع سنوات الخبرة :22 years, 10 أشهر
Bassem's role is in leading a well rounded team of 36 marketers across Middle East, North Africa & Pakistan to manage the Mondelez Snacking and Meals business across the region including; chocolate, biscuits, gum, candy, meals, beverages and groceries. He manage company's flagship brands such as Cadbury Dairy Milk, Oreo, Belvita, Milka, Tang, Trident, Philadelphia & Halls across the markets alongside local jewels such as Moro, Mandolin, Flake, Ritz, Barni, BIMO, Clorets & Dream Whip..
- Bassem's role is in leading a well rounded team of 25 marketers across Middle East, North Africa & Pakistan to manage the chocolate & biscuits business agenda across the region. He manage company's flagship brands such as Cadbury Dairy Milk, Oreo, Belvita & Milka across the markets alongside local jewels such as Moro, Mandolin, Flake, Ritz, Barni & BIMO...
- During this time, Bassem has been able to lead his team to reclaim leadership position in Biscuits (Morocco), strengthen market positioning for chocolates (Pakistan), drive share gains for Oreo brand across MENAP & land award winning activations/equity programs across different brands.
-Accelerating digitalization agenda for brands through personalization @ scale implementation, fit to platform creative & increasing media ROI behind digital distortion & enhancing creative excellence
-Adopting new digital solutions and tools to conform brand story telling with platforms: Material Request Form (MRF); BL; Vidmob; Picasso Labs; Google CAT labs & ABCD metrics; machine learning compliance. Delivering an increase in brand lift metrics (recall, consideration & purchase intent) for digital creatives on Flake, Oreo, Moro, Mandolin, Ritz & Merendina
- Recovered back lost market share in Egypt & South Africa to reclaim chocolate leadership, while turning around a declining trend in Pakistan to an accelerated double digit growth.
-Grew category 8% for 3 consecutive years, distorting investment behind silent brands (Flake, PS, Mandolin) to fuel growth
-Led a white space expansion project, landing Milka into the market of Morocco & becoming the number one chocolate in one year.
-Inspired & led the team to win with globally acknowledged activation programs (featured on Twitter) and adsoftheworld.com portal. Introducing award winning equities on Cadbury brands in South Africa, Egypt & GCC.
-Global recognition on Best Rollout of Glass & a Half Cadbury campaign in RSA & Pakistan; global adoption of Lunchbar local positioning
-Successfully passed a 100% devaluation in Egypt & Pakistan while doubling the market share gap and strengthening brand equities.
-Launched new count-line chocolate in South Africa (5 star) leading to a market share gain & to reach 3rd place in a highly competitive market.
-Managed the equity & innovation agenda for more than 15 regional & local jewel brands across EEMEA.
-Led a brilliant & passionate team of 6 marketers who successfully injected consumer love & crafted a clear roadmap to the brands. resulting in positive brand equity metrics & successful innovation expansion
- Alpen Gold (brand #1 in Russia & Eurasia) -Successfully led major innovations into the markets with 3x overachievements
-Korona (brand #1 in Ukraine) - Successfully renovating core equity & landing global innovations to the market to reclaim market leadership
-Moro (brand #1 in Egypt) & LunchBar (brand #1 in South Africa) successfully regaining market leadership post implementing a revitalizing brand strategy
-Mandolin/Perk growth of Perk double digits after stagnation and turning around Mandolin to a growing brand post a decline phase
-Led a $125+ million category across Mashreq, reporting directly to MD & dotted line to regional VP of categories with an “over-achieved rating” for 3
consecutive years. Landed the brands to a record leading position & market share in both Egypt & Lebanon, delivering award winning communication
programs through the years
-Grew gum category three folds in 3 years. Trident brands from 2% in Egypt to over 20% in two years & 35%+ in Lebanon
-Developed award winning advertising campaigns for Halls, Clorets, Chiclets & Trident; Rolled out successful local Trident & Clorets 360 campaign into
Morocco & Turkey;
-Launched a Tang innovation that became the number 1 selling SKU in Carrefour;
-Grew Eclairs candy 4 folds through price pack innovation & activati
- Led a $20 million portfolio including 3 categories in the field of water products & appliances (plastic water coolers, water filters, thermal products)
-Designed a strategic brand development project to build a corporate brand architecture with 3 international agencies (based in Europe)
-Led product innovation planning for all new initiatives, outsourcing products (sourced from Europe/China).
-Led a complete brand identity turnover project across all the product portfolio
-Setup a marketing department to lead equity (assigning new agencies to the account) and activation plans through indoor merchandisers and activators
-Responsible for 80 SKU’s representing $65 million portfolio including Juhayna Milk (full, half & skimmed), flavored milk, cheese, creative cooking and Bekhero yoghurt, milk and cheese
-Designed a 5 years comms/innovation strategy to achieve medium term goals for both Juhayna & Bekhero brands.
-Successfully designed & executed a full-fledged national campaign for the relaunch of Bekhero yoghurt & milk resulting in a 25% increase in sales across several regions
- Reporting to Levant Marketing Manager, responsible for a diverese cross category product range (skin cleansing, hair cair, laundry, body care) representing over $20 million in sales revenue;
-Achieved a 22% growth in revenue for Dove Egypt in 2005; · Designed and kicked-off a mega OMO re launch in Jordan; Launched Dove Shampoo in Egypt by designing a national BTL activation with the agency across national key account and retail channels, achieved a 4% market share in 2 months
-Involved in designing selling proposals for potential clients in the fields of telecommunication, education, marketing implementation, food industry, tourism, advertisement, etc.;
-Contributed to the HR consulting services by preparing organizational designs, high-level accountability structures, job descriptions for high level managerial positions and self employee assessments;
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