Corporate Manager - FMCG
Trans Emirates Livestock Trading LLC.
مجموع سنوات الخبرة :21 years, 3 أشهر
Leading the development and launch strategy for Al Mawashi, a new processed meat and frozen appetizer line for Trans Emirates in UAE. This project is currently in the planning stage, with a targeted launch within the next 6 months. Developed a comprehensive go-to-market strategy, Secured distribution partnerships plans, created branding materials, and established a competitive pricing strategy.
Key Responsibilities: Market Research & Strategy: Conducted in-depth market research to assess consumer preferences, competitor analysis, and identify growth opportunities within the UAE processed meat and frozen appetizer market. Product Development: Collaborated with product development teams to create a high quality, convenient, and delicious product line catering to the target audience in UAE. Distribution Strategy: Developing strategic partnerships with key players in the retail landscape, including major hypermarkets (BDAs), e-commerce platforms, and potentially HoReCa (hotels, restaurants, cafes) to secure distribution channels for product launch. Marketing & Sales Integration: Formulating a comprehensive marketing and sales strategy, including in-store tasting campaigns, in-store promotions, and data-driven analysis to drive brand awareness, product trial, and sales growth.
Cross-Functional Collaboration: Working collaboratively with internal support functions, such as logistics and marketing teams, and our head ofice in Kuwait to ensure seamless project execution.
Achievements:
• Completed in-depth market research and created a detailed launch strategy for Al Mawashi.
• Developed a compelling product line based on market research and consumer insights.
• Identified potential distribution partners and initiated discussions to secure key BDA agreements. (Ongoing)
• Crafted a data-driven marketing and sales plan to drive brand awareness and sales at launch. (Ongoing)
• Established key performance indicators (KPIs) and milestones. Defined clear metrics to measure success throughout the launch process.
Leveraging my expertise in sales, marketing, and finance, I have consulted for early-stage startups in Dubai since relocating in August 2021. My data-driven approach to marketing strategy has demonstrably fueled significant growth for my clients, including:
• Retaan.boutique: Achieved a 35% sales increase through a strategic marketing and price plans.
• Al Andalus Studios: Expanded operations by opening new branches based on market research and strategic planning.
• EV Shahnat.app: Enhanced the UX and brand awareness through targeted marketing initiatives.
Create and monitor annual business plan, budget, and resources ensuring alignment with company strategies. Analyzed sales, techniques, and costs, to reveal efficacy of sales activities. Facilitated Monthly Business Review (MBR) meetings with sales team to share best practice and implement corrective actions to achieve targets.
• Generated new business with marketing initiatives and strategic plans.
• Established relationships with key decision-makers within customer's organization to promote growth and retention.
• Negotiated and closed long-term agreements with new clients in assigned territory.
• Monitored market trends and competitor activities to identify areas of potential opportunity.
• Established key performance indicators to track and analyze business progress and adjust strategies accordingly.
• Liaised with sales, marketing, and management teams to develop solutions and accomplish shared objectives.
• Held one-on-one meetings with sales team members to identify selling hurdles and offered insight into best remedy.
• Organized promotional events and interacted with community to increase sales volume.
• Collaborated cross-functionally with headquarters, regional and other teams nationally to maintain consistent message and experience.
Jordan Thrived in a fast-paced environment as Trade Marketing Manager for Kasih Food Production during the COVID-19 lockdown (Sept 2020 - Mar 2021, Amman, Jordan). Led a successful 6-month project that significantly boosted brand presence and sales for their Hummus product line.
Key Achievements:
• Increased National Distribution (ND) for Hummus by 14% (31% to 45%) by Q4 2020 and Wholesale Distribution (WD) by 8% (72% to 80%) in Q1 2021: Achieved this by optimizing distribution channels and expanding reach through new sub-distributors in key regions (North & South).
• Delivered Highest Ever Market Share (+6pp vs. Last Year): Secured strategic partnerships with Jordanian distributors to achieve record-breaking market share for Hummus in 2021.
• Streamlined Sales & Marketing Operations: Implemented an integrated marketing communication process, developed a Sales Activity Marketing Plan, and established data-driven performance measurement systems with scorecards and KPIs.
• Enhanced Brand Perception and Sales: Redesigned planograms and marketing materials, conducted market visits and in-store audits to ensure efective marketing plan execution. This resulted in a successful product launch and significant brand awareness growth.
• Balanced Growth across Profit, Volume, and Market Share: Developed and executed marketing programs aligned with seasonal trends and retail needs, maximizing product sell-through and achieving long-term business goals.
Managed a portfolio of three categories exceeding $100 million in annual revenue. Key Achievements:
• Leveraged Market Insights to Optimize Sales & Marketing Activities: Utilized data and market analysis to identify trends and inform strategic decision-making. Developed efective Sell-out Activation Master Plans (SAMP) including POS materials and visibility strategies aligned with the 5P Picture of Success framework. Led Integrated Business Plan (IBP) meetings for the snacks category.
• Forged Strategic Partnerships: Built strong relationships with vendors to secure competitive pricing and superior service. Collaborated with buyers and merchandisers to expand product category reach within retail channels.
• Enhanced In-Store Performance: Partnered with the Principles of Business (POB) Manager to coordinate impactful in-store category and brand promotions. Devised strategic planograms with Brand Managers to optimize product placement and designed master stock lists for various distribution channels (VANs, TT, MT) ensuring optimal product mix.
• Motivated Growth through Recognition Programs: Implemented Recognition and Perfect Store programs to incentivize top sales performance by retailers and distributors, resulting in a 20% increase in PICK UP! Numeric Distribution for the Total Biscuits category (including a 15% increase from Chocolates SKUs).
Additional experience as Financial Controller, Planning & Reporting Manager, Regional Controller for GENERAL TRADING COMPANY (GTC) OLAYAN GROUP; Performance Measurement & Reporting Manager for ABDULLATIF ALISSA HOLDING COMPANY; and Semi Senior Auditor for CROWE HORWATH INTERNATIONAL.
Area of expertise:
• Oversaw internal and external audit and formulated corrective action plan for findings and recommendations response.
• Liaised with budget holders to evaluate financial performance and ofer financial management data, analysis and advice.
• Facilitated quarterly revenue cycle to support project analysis requirements.
• Analyzed financial position, investigated and reported budgetary variances and identified adjustments to facilitate month and year-end processes.
• Prepared monthly financial statements and variance analysis reports in ERP systems for management review.
• Presented numerical and graphical data to demonstrate strategic progress.
• Monitored budget and revenue trends, compiling reports for company leadership to inform decision-making.
• Created organizational structures to improve accounting and finance functions.
• Produced financial reports to summarize financial performance and explain key variances.
Financial Accounting