هاني الخليفة

The role involves managing and directing all activities related to Business Development, Sales, Marketing, Operations with direct responsibility for Financial Statements and achieving Bottom-line.

• Succeeded in increasing "bravo" brand awareness from 68% to 92%.
• Succeeded in increasing "bravo" monthly business leads from 52/m to 227/m.
• Successfully maximized the ROI from media spending from about 1.5% to 9%
• Spearheading public relations activities by developing and maintaining contact with media, organizing events and inviting prominent personalities to gain maximum coverage in print and electronic media.PR.
• Successfully organized and managed business events ranging from business seminars to business exhibitions
• Cleverly managed marketing/ corporate communications budget with ensure the best quality on deliverable.
• Formulated & implemented company corporate communication strategy and plan from 2008 to 2011 that effectively described and promote bravo and its services.
• Successfully managed the advertising agency to ensure timely delivery of advertising campaigns and seek alternative creative media ideas.
• Successfully managed the PR agency to ensure timely delivery of all PR related activities i.e. media relation, direct marketing, and events management.

Highlights:
• Conceptualized and established the marketing and P.R. department and its bold role in propagating the SAGIA Centennial Fund, a national foundation dedicated to funding Saudi entrepreneurs.
• Crafted the Centennial Fund’s communication strategy for 2007 to effectively tell the “organization’s story” and convey it’s vision.
• Developed the Corporate Identity Manual to put in place systems and measures to strengthen the awareness entreprenuers.

Responsibilities:
• Drafting and implementing an integrated range of marketing concepts, methodologies and strategies consistent with the overall goals and objectives of the Centennial Fund.
• Establishing credible brand equity through sustained business development activities, developing and maintaining relationships with key entrepreneurs and other market participants by delivering superb service focused on the specific requirements as defined by each customer.
• Formulating media and advertising programs to develop the organization’s corporate campaigns, bolster public image of the group and thereby identify and capture target consumer base. Implementing marketing campaigns and media strategies for new events and important news breaks.
• Spearheading public relations activities by developing and maintaining contact with media, organizing events and inviting prominent personalities to gain maximum coverage in print and electronic media.
• Recruiting competent personnel, organizing training for new recruits and conducting performance reviews periodically to maintain a motivated team.

Highlights & Responsibilities:
• Formulated and reshaped Saudi Telecom Company’s marketing and media investments plans to develop the company’s corporate campaigns and to promote its four main products - ALJAWAL, ALHATIF, SAUDI DATA, and SAUDI NET.
• Led the organization’s branding development committee to develop STC’s Communication Plans and International Marketing Communication Strategy.
• Played a major role as member of "STC International Investments Task Force”.
• Kept close tabs on market dynamics. Collated information and formulated strategies to optimize performance parameters and business outputs. Worked closely with Internal Communications to ensure company staff is regularly updated with important news and events.
• Monitored production time lines of the advertising agencies to ensure timely delivery of advertising campaigns and seek alternative creative media ideas to perform all negotiations.
• Coordinated with advertising agencies for finalizing time and date of releases in various newspaper and magazines advertisements. Negotiated and executed special events, sponsorships and local PR and led the execution of tactical initiatives (e.g. channel specific activities, key account programs, signage, etc).

Highlights and Responsibilities:
• Executed the 2005 marketing campaigns and media strategies for the company (Restage - 360 degree) and developed advertising strategies to include TV, outdoor advertising, BTL, sampling and grass-roots events.
• Constructed Aspect Oriented Programming (AOP) Plan for 2006 and a strategic plan for 06-08 to promote Pepsi Cola.
• Formulated brand positioning exercises and compiled comprehensive quality and analysis reports such as A&P Budget, SWOT analysis, market trend, etc. to achieve targets and maximize profits.
• Coordinated with advertising agencies to design media and advertising programs and schedule various print and electronic media advertisements to develop the company’s corporate campaigns and ensure brand visibility and clear brand communication.

Highlights:
• Revised and executed the 2004 marketing plan for Vimto to optimize growth, leverage categories and identify and capture target consumer base.
• Constructed briefs for advertising agencies handling the Aujan account and coordinated with suppliers to develop the 2004 activities support material such as ATL & BTL.
• Associated with MEMRB to conduct market research on and analyze the juice drink & carbonated soft drink segments, gauge competition and conceptualize counter strategies, identify new opportunities and prepare research-based reports and forecasts.
• Re-launched new Vimto carbonated soft drink and still range packaging and brand identity across all GCC countries.
• Re-engineered the brand proposition, re-developed the brand Key Vision, re-defined the brand activation platform and rationalized and mainstreamed the brand portfolio for 2005.
• Attended workshops on “CCP” Communication & Media Planning and” Brand Activation”.

Joined Colgate-Palmolive in Jan 2000 as Assistant Brand Manager (Personal Care), charted a phenomenal growth curve to merit the current posting in August 2003.

Designation Chronology:
August 2002: Brand Manager (Oral Care)
April 2001: Brand Manager (Personal Care)
Jan. 2000: Assistant Brand Manager (Personal Care)

Highlights:
• Implemented the preset Oral Care Marketing Plan by constructing briefs for Colgate’s advertising agencies and suppliers to develop activities support material for 2003.
• Prepared the marketing & promotional plan for Colgate Toothbrush for 2003 and managed the growth of the toothbrush’s portfolio.
• Managed Colgate’s “Dental Professional Program” and conducted ACN Analysis for soap, shampoo, deodorants and toothbrushes.
• Led the Speed Stick Deodorant business to a position of leadership & achieved dominance with 48% $SOM in the stick deodorant segment for KSA & Gulf.
• Launched new Palmolive shower gel & liquid soap in GCC and actively supported the re-launch of Palmolive Soap. Conducted Price survey to align our prices with those of major competitors.

Other relevant experience:
Jan -Aug 1999: Colgate-Palmolive Co., Dammam, KSA: Trainee.

Responsibilities:
• Trained by AC Nielsen on “How to utilize AC Nielsen data”
• Worked as a marketing assistant for Personal Care Products.

Jul - Aug. 1997: Alkhalifa Advertising Agency Dammam, KSA: Account Executive Assistant.