Dhia HELMI

Led market research and strategic analysis activities to identify business development opportunities, consumer trends, and competitive dynamics across Central Africa.
Coordinated economic intelligence projects and delivered strategic insights to support clients’ commercial and strategic decision-making processes.

Marketing Expert and Management Consultant

Built, trained, motivated, and managed the (PO-Dev) team, ensuring client objectives were met.
Established client- and project-based objectives, allocated necessary resources, created workflows, dashboards, and ensured their application.
Organized the sales team (prospectors, sales reps, and back office - SPIG/Hergla Karting Park) and ensured effective collaboration with the marketing team.
Expanded the client portfolio and prospected new customer segments.

Collaborated with top management to define the Groups marketing strategy, vision, core values, brand image, and objectives.
Ensured the positive reputation of the brands and supported their growing visibility.
Developed strategic directions, action plans, and corresponding budgets.
Defined commercial objectives with general and sales management, along with the appropriate strategy to achieve them.
Implemented the annual global action plan by project, including retrospective reports, analyses, and recommendations to ensure optimal performance and target achievement.
Conducted market studies and competitive analysis on both national and international levels.

1.Brand and Client Management
Collaborated with the CEO to define the companys marketing strategy, objectives, core values, brand image, offerings, and storytelling.
Ensured brand reputation and increased brand awareness.
Represented the brand, its values, and products. Maintained comprehensive knowledge of all brand offerings, including models, materials, colors, screen printing, etc.
Managed advertising campaigns (both media and out-of-home) to build product trust and drive sales.

2.Digital Team and Content
Recruited, trained, motivated, and managed the team, ensuring all members were fully committed to the project.
Developed short, medium, and long-term marketing plans and necessary actions for existing brands with the team.
Collaborated with team members to create high-performing landing pages optimized for user experience.
Developed promotional campaigns for various channels, such as TV and radio advertising, billboards, etc.
Forged partnerships with influencers, web celebrities, and other relevant figures.
Continuous Improvement & Digital Presence
Monitored and recommended training on new technologies relevant to communication strategy implementation (e.g., advancements in digital marketing: inbound, data, viral, etc.).
Managed potential improvements to the companys web presence (enhancing design, content, and conversion capabilities).

3.Analysis, Action Plan & Budget
Managed and allocated marketing budgets, developed media plans, and monitored and reported on actions based on defined objectives.
Defined the digital strategy and developed the omnichannel strategy.
Measured the overall performance of a digital marketing strategy, as well as against pre-defined objectives, using KPIs.
Analyzed audience, statistical and qualitative campaign results, and web sales.
Continuously monitored competitors activities to make informed strategic decisions.
Conducted technology watch and determined which technologies to adopt to maintain and/or approach a leadership position.
Set visibility, sales, and traffic objectives.
Developed strategies to generate traffic to the companys website.
Developed an action plan and strategies for digital tools: SEO and SEM, display advertising, social media, affiliation, tracking, etc.
Managed feedback from sales teams and analyzed consumer behavior to define brand positioning.
Liaised between editorial and commercial planning with the sales manager.
Organized brand events (posters, decor, social media posts, articles, special promotions, etc.).
Identified ideas, challenges, and new opportunities.

Defined and implemented the marketing strategy in alignment with the companys strategic vision.
Developed strategic plans for each product/market segment.
+ Implemented appropriate marketing and communication action plans for each target audience and channel
+ Defined and managed the marketing budget to meet objectives.
+ Developed a new brand identity and positioning based on market research results.
+ Implemented a strategic intelligence and Customer Relationship Management (CRM) system.
+ Analyzed market and sales data by target audience and launched marketing actions to achieve commercial and
marketing objectives.
« Participated in innovation projects (new benefits/products/markets) and collaborated with R&D and
methods/studies teams to conduct feasibility programs (e.g. biodegradable. paper-like materials).
+ Conducted strategic studies to develop business through upstream and downstream integration projects (eg.
printing activities. photovoltaic power plant).
+ Supported export activities with targeted communication initiatives.
« Performed market studies on Sub-Saharan African markets for development through commercialization or
establishment.
+ Defined and implemented the commercial strategy to sustain and grow business both locally and for export
+ Developed the annual sales budget by region.
+ Increased sales in line with quantitative and qualitative objectives to strengthen market share by sector and target
market
+ Established necessary procedures and action plans to achieve objectives.
+ Implemented internationalization strategies by country and region. and supported our export partners in sales
development (e.g. commercial restructuring and development mission in Conakry for CEG Group (Coyah water),
SAPRI (Capri-Sun juice). Sogecile distribution (5 platforms: Coyah water, Capri-Sun juice, Marrakech juice, Bama
mayonnaise, Gino tomato paste).

Marketing

Developed brand strategy and the overall marketing plan.
Designed and oversaw 360° advertising campaigns (ATL, BTL & web).
Developed new marketing concepts.
Created and monitored the marketing budget.
Collaborated closely with the communication agency to develop advertising campaigns.
Continuously analyzed the market, its evolution, and competitor activities.
Understood customer needs and expectations by implementing quantitative and qualitative marketing studies.
Addressed the needs of the export subsidiary and the quality department by preparing necessary advertising materials for various activities (fairs, exhibitions, etc.).
Developed and monitored Door-to-Door operations in Sousse, Sfax, Gabès, Béjà, Kairouan, and Gafsa (visiting over 70, 000 households).
Executed communication campaigns including: Flavor of the Year for LEPI DOR egg pasta and couscous (April & May 2016); Launch of the CROCO brand for ILOT wafers and biscuits (March 2015); Flavor of the Year for LEPI DOR couscous (April-May 2015); LEPI DOR Couscous (May-June 2014); LEPI DOR 70 Years of Expertise (Ramadan 2013); Traditional Nouassers (Ramadan 2012); Citizen action A3tini Kari (Ramadan 2011); Chef Oussama (November 2010); and LEPI DOR Egg Pasta (Ramadan 2010).
Retailer Channel: Project Manager Reporting to the General Management: Responsible for Strategic Reorganization and Commercial Development of the LEPI DOR Distribution Subsidiary

Retailer Channel
Defined the retail commercial strategy in alignment with general management.
Managed the sales force, consisting of 2 platforms, 2 regional managers, 4 zone managers, and 21 trucks.
Developed the census, mapping, and zoning for distribution.
Set objectives for coverage, distribution, visibility, and sales.
Implemented key performance indicators (KPIs) for the activity: coverage rate, successful rate, SKU, and sales.
Prepared tactical and strategic action plans for the commercialization of all group products within the retail channel.
Developed the annual budget by region.
Prepared sales forecasts for group products in collaboration with Supply Chain.
Implemented Route-to-Market projects and Trade Marketing operations.
Optimized routing, vertical growth, and implemented information systems.
Set up the handheld system and trained teams.

Mass Market/Supermarket Channel (GMS)
Established GMS agreements and conducted negotiations for each retail chain.
Monitored and boosted sales by GMS chain based on product categories.
Designed, executed, and evaluated trade operations.
Prepared necessary promotional activities for each product/offer/promotion based on marketing and commercial targets

Product Portfolio Management
Managed the product portfolio by collaborating with external stakeholders (communication agencies, distributors, etc.) and all internal departments to optimally manage products from manufacturing to market launch.
Understood consumer needs and expectations by implementing quantitative and qualitative marketing studies.
Analyzed product positioning in relation to competitors.
Defined communication strategy, product launch conditions, product placement, brand image, and more.
Developed a marketing plan and managed the corresponding budget.
Developed and ensured the implementation of media and out-of-home campaigns accompanying product launches (TV, radio, print, etc.).
Analyzed and monitored the sales evolution of assigned products after defining achievable objectives.
Determined and verified distribution conditions in the field.
Ensured Trade operations (activities in modern and traditional trade) and their post-evaluation.
Conducted competitive intelligence within the market.
Organized events (customer training, fairs, exhibitions, etc.).
Launched several product ranges under the umbrella brand Candia,

• Finalization of accounts - preparing Trial balance, Profit & Loss A/c.
• Preparation of Account Receivable and Accounts Payable report Reporting daily bank position to the management.
• Preparation of budgeted outflow statement
• Ensuring Monthly Closing of Accounts.
• Processing of vendor payments and preparation of Vendor Reconciliation Statement on a monthly basis
• Bank Reconciliation of Current and Overdraft Account.