Senior Regional Marketing & Media Communication Director - KSA, GCC, MENA & EU.
MEDIA WIZ
Total years of experience :30 years, 5 Months
1. “Business Development” & “Existing/New Product Development”; Launching & Re-Launching and Sustaining Brands.
2. Optimizing Marketing, Media, Research, Creative & Trade Marketing Departments & Consolidating them.
3. Managing various ATL, BTL, Digital & Social Media Planning Teams under me on large to huge scale strategic & tactical media planning.
4. Competitive Media Buying worth SR. 280+ Million.
5. Competitors’ Market & Media Research, Marketing Research; i.e. its purpose (exploratory, descriptive & explanatory researches), its importance (studying implications), and, its characteristics (analytical & critical researches) in addition to normal Qualitative & Quantitative Researches.
6. Training Marketing & Media Teams on Competitors’ Market & Media Research, Qualitative/Quantitative Market Research, Forecasting, Analysis, Budgeting, Creative Development, Brand Image, Brand Positioning, Brand Awareness, Brand Equity, Top-Of-Mind (TOM), Market Share (MS), Loyalty, Return-On-Investments (ROI), Strategic/Tactical Media Planning, Competitive Media Buying, Analytic Media Research & Prolific Media Executions/Operations from zero level to satisfactorily become ABMs, BMs & Senior Managers/Associate Directors.
7. Designing, Establishing & implementing conscientious B2B, B2C & B2G Marketing & Media Communications, Marketing/Media Research and PR Strategies for different FMCG Food/Non-Food Categories, Products & Brands by incorporating economic & social issues into operational thinking, while, considering both organisational & cross-functional concerns.
8. Nurturing Marketing, Media, Research, Communication & PR Teams to develop their External/Internal Corporate, Marketing, Media, Research, Communication & PR ethics in a way to identify their changes/improvements that are to be made while inspiring them to induce optimization in systems & processes to develop new policies/procedures in line with business requirements/kpis.
9. Solely handling Marketing/Media Pitches; from receiving/sending invitations, setting criterion, evaluations & final selection.
10. Dealing with:
(a) 280+ Mediums such as TV, Radio, Press (NP & Mag), Outdoor, BTL, Social, Digital, and, PR Agencies, Media Agencies & Media Buying Units (MBUs) along with their affiliated Organizations, Creative Partners, Advertising agents, Printing Agents & Distribution Agents.
(b) 400+ Media Communication Personnel comprising of various Anchors, Editors-in-Chief, Journalists, Columnists, Reporters, Commentators, Influencers, Videographers & Cameramen of both sexes & different nationalities.
11. Effortlessly do White Papers, Editorials, Copy-Writing & Seminars for Corporate, Marketing, Media & PR Communications.
Launching of new brands, products & categories referring to as “Business Development” in KSA, GCC & MENAT Regions.
Responsible for complete media(ATL, BTL, Digital & Social) planning, buying, research and execution for entire Savola Group’s Brands comprising of oil, sugar, real estate, packaging, retail and franchising sectors throughout KSA, GCC & MENAT Regions.
Consultancy & Training on Marketing, New Pitches, Complete Media Course & Media Vocabulary.
Achievements:
Pivotal in improving early market share by 5-7% each year per each brand in parallel to overachieving all brands’ Media KPIs across all operating regions resulting in enormous brands’ recall, TOM from 38%-43% during 2007 to 94%-96% during 2014 while in parallel attaining brands’ loyalties.
Between 2017 to 2014:
o Re-launched 1 Sugar Brand named AlOsra in KSA & Egypt.
o Launched 3 New Sugar Brands named Ziadah, Hala & Sweeva in KSA.
o Re-Launched 3 Oil Brands named Afia Corn, Al Arabi & Shams in KSA & GCC.
o Launched 2 New Oil Brands named Afia Sun Flower & Afia Olive Oil in KSA, GCC & Turkey.
o Launched Hyper Pandas in various cities of KSA & GCC.
Centralized entire Savola Group’s Media Buying that resulted in cash savings worth:
o SAR 110+ Millions for Oils/Sugars Sectors.
o SAR 53+ Millions for Retail Sector(PANDA & HYPER PANDA)
Overall 51% Savings on all Creative Agencies’ Artworks for entire Savola Group Of Companies resulting in saving of SAR 28+ Millions.
Client Servicing for clients with 4 Portfolios of different brands.
Managing teams of clients’ ATL strategic & tactical media planning, competitive media buying, analytical media research, media operations & prolific media execution pertaining to press, TV, radio, outdoor, SMS, internet, promotions, direct marketing, etc.
Managing teams on preparing presentations for New Pitches & New Launches or Re-Launches.
Evaluate media plans on the basis of research figures but skewed towards psychographics of TA/TG vs their Demographics.
Preparing lucrative presentations so as to compel clients to approve campaigns excluded in yearly budgets.
Achievements:
Launch-Assist KIA Motors Category (Carens, Sportage & Carnival), Mazda 3, Mazda 6 (Zoom Zoom), Adam & Eve Category (Beauty Products, Samsung Category (LCDs, ranges and mobiles), and, Baidar Category (Ketchup, Vinegar & Pickles).
Launched BMI Airlines, Movenpick, and, Tropicana Slim.
•Prepared lucrative presentations so as to compel clients to approve campaigns excluded in yearly budgets.
Accountable for ATL & BTL media buying(assist), media planning and execution of advertising campaigns for Press, TV, Radio and Outdoor for brands including Swatch and JVC.
Executed all daily administrative, personnel and government support assignments. Handled petty cash between SAR 10, 000 to SAR 15, 000/month, book keeping and maintaining of payables, receivables along with all financial dealings related to/with banks and media houses.
Achievements:
Launched JVC (household category range for GCC), IDP Education Australia, Pentax Cameras, Indomie Noodles (ooh only), Al Rashed Food Co. (ooh only) and Al Masarrah Tea (ooh only).
Media Administration & Coordination duties supporting directly the Brand Managers & Marketing Managers of different brands.
Responsible for ATL & BTL media scheduling, media booking & media monitoring for various brands as company’s clients.