Brand Marketing Manager
SID for Investment & Development
مجموع سنوات الخبرة :17 years, 7 أشهر
▪Led the marketing strategy and implementation that led the mixed-use commercial property Brand to be Top of Mind across competitors.
▪Led consumer events and activations that resulted in double digits footfall traffic year over year that drove revenue share to 10% year over year.
▪Initiated and led cross functional teams for the company’s first impact initiatives in support of Women Leadership & Children Heart Disease that led the brand to be recognized as the #1 responsible brand among the market.
▪Drove digital marketing strategy and implementation for website, application, social media assets that increased each platform engagement by at least 15% year over year.
▪Led the marketing team to develop and execute an integrated campaign that increased office leads by 50% in the 1st year, resulting in 100% office occupancy for the property by end of 2nd year operation.
▪In response to COVID period, successfully led live webinar series campaign (over 25 live programs) resulting in Top of Mind and Spontaneous Awareness KPIs over competition.
▪Led the preparation and analysis for the Hydration & Innovation 5-year Strategic plan in 2010-2015
which includes full market and consumer analysis; competitive reviews; brand strategy and vision; strategic priorities; proposed portfolio line-up; go-to-market strategies; 6Ws analysis, financials; and detailed launch plans.
▪Spearheaded the marketing campaign plans for the Sparkling Juice category brand Tropicana Frutz and Energy drink category brand Sting.
▪Led cross functional teams for Tropicana Frutz and Sting operational, supply chain and sales readiness for the launch.
▪Successfully completed the qualification and validation of packaging designs, formulas, brand concepts and positioning statements, purchase analysis, pricing, volumetrics of 4 categories including Sparkling Juice, Iced Tea, Hydration, Energy and Sports Drink.
▪Led cost saving project of the Hydration portfolio (Aquafina) that had an impact of USD 200K year over year.
Assistant Brand Manager Pepsi, Pepsico. Sept 2009 - June 2010
• Project management: led consumer activations & executions, and supported in the first Pepsi Vodafone
campaign 2010
• Managed change process from idea phase to identified brand projects
• Effective management of external agencies & internal brand operations, trade marketing, factory, finance
• Led full brand share analysis for the MD and team
Senior Assistant Brand Manager NCBs & New Business Development, Pepsico. Aug 2008-Aug 2009, July 2010-
Current
• Led the preparation and analysis for the Hydration & New Initiatives 5 year Strategic plan in 2012
• Led and supported in all the preparation and analysis of the New Initiatives Annual Operating Plan for 2010,
2011, 2012 which includes: full market and consumer analysis; competitive reviews; brand strategy and vision;
strategic priorities; proposed portfolio line-up; go-to-market strategies; 6Ws analysis, financials; and detailed
launch plans
• Led the qualification and validation work of 4 new categories of innovations
• Took charge of the Hydration portfolio (Aquafina and H2Oh): • Shared in setting strategic priorities and tactics for Aquafina
• Identified Aquafina's roadmap and led the work on several cost saving projects
• Led the retail audit analysis for H2Oh! including key strengths and growth opportunities
• Prepared a full proposal on how to refuel the growth of H2Oh!
• Effective management of internal task forces with Supply chain, Procurement, Finance, Legal and Logistics
team
• Managing sales team to develop a Go-to-Market strategy & plan
• Led the Marketing write-up in 2 of the CAPEXs company related
Export Coordinator, Lubricants & Specialties Department, ExxonMobil. August 2007 - July 2008
• Creating and managing orders and processes accurately to ensure efficient production and delivery.
• Developing an export time-line plan that involves coordinating with the planning team/ shipping agency.
• Communicating and negotiating with the export center/direct affiliates to minimize production inefficiency.
• Managing the shipping agency for timely bill of lading/documents collection to avoid shipment demurrages.
• Taking part in conference calls and net meetings on a global basis to enhance procedures currently taking
place.
• Responsible for managing communication between production planning team and export center/direct
affiliates.
Secretariat, Marketing & PR, 7th International Conference on Global Economy (ICGE), AUC. Spring 2007
• Recruited & supervised 25 delegates.
• Co-authored and published a background paper on marketing concepts.
• Moderated a conference among 25 delegates; prepared and delivered seven training sessions.
• Conducted extensive research on aspects of marketing.
Moderator, 11th International Student Leadership Conference (ISLC), AUC. Spring 2006
• Moderated a conference among 20 delegates and delivered seven sessions
• Led 20 delegates in debates and discussion of political issues.
Coordinator Committee member, Entrepreneur Society (ES), AUC. Spring 2003
• Logistics management for moderators' sessions
• Brainstormed ideas for welcome package and booth design.
• Participated in booth construction.
Bachelor of Business Administration, American University in Cairo (AUC), June 2007. Specialization: Marketing Minor: Journalism & Mass Communication GPA: (High Honors) 3.628/ 4.0 Relevant Course Work Included: Marketing Research, Consumer-Buyer Behavior, International Marketing, Advertising and Promotion Management, Sales Management, Managerial Finance, International Business, Services Marketing, Marketing Strategy, Strategic Management, Public Relations Writing.
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