Hassan Rabbani

Reporting to the COO, I lead the the Brand and Sales planning of the organization.

My department's role is to pave the way for introducing any new/current product to the Kingdom by product planning, pricing, ordering, sales forecasting and setting up annual commercial agreements with our manufacturer. The following core functions are under my direct management:

Product Planning
Product Ordering
Marketing and Communications
Sales Strategy and Planning
Sales Reporting

I am heading the Marketing and CRM department with a staff of over 35 employees and 4 direct reports. UMC is the sole distributor of FCA (Fiat Chrysler Automotive) in Saudi Arabia having a wide range of brands.

We have Dodge, Chrysler, Jeep, Fiat, Ram and Alfa Romeo under our portfolio. Some of my quick achievements are:

 Tasked to set up the Marketing Department for UMC and enhance the CRM operations in terms of structure, manpower and processes.
 Grew CRM from a staff of 18 to 32 in 4 months resulting in an increase of customer service level of 54% to 86%.
 In a declining market of -35%, UMC has a growth rate of +24% in 2017 due to aggressive marketing, product re positioning and pricing initiatives.
 The CSI score of UMC was -10% during October 2016 and now we are a positive 25% due to deep dive of understanding Customer Concerns and implementing basic CSI standards.
 In an economic downturn, UMC increased market share by +0.9% points over 2016 and retail sales continue to grow during 2018 as well

Leadership role in Marketing & Business development of General Motor vehicles in Saudi Arabia, Aljomaih Automotive is a multi-million dollar enterprise and the largest GM dealer in Middle East. As a National Marketing Manager, I am responsible for Chevrolet and GMC brands. We have a nationwide marketing team of 4 quality regional brand managers and a complete Digital Marketing team. Some of my major accomplishments are:

• Successfully launched over 20 campaigns which enabled us to achieve set Sales Targets and certain incremental for volume vehicles in 2015.
• Successfully launched the all-new 2015 Tahoe and Yukon in KSA, the leading SUVs in the market and regaining market share for the products over 2015 by initiating strategic tactical campaigns.
• Won four times the General Motors Grand Masters award for 2011, 12, 13 and 2015 by achieving highest quality standards in Marketing, by achieving set KPIs.
• Launched the Digital Marketing of Aljomaih Automotive (Website, Mobile apps, Facebook, Twitter, Instagram, Youtube, Pinterest, Linked-in, Google+) achieving key milestones and set levels of KPIs over a period of 4 years

Following are core responsibilities:

• Strategic Marketing Operations Management, outlining the Corporate Marketing strategies and implementing these in the operations for Chevrolet and GMC brands.
• Member of the LMG (Local Marketing Group) comprising of senior GM MEO team, other dealerships to plan and roll-up new initiatives and LMG based campaigns.
• Member of the Product Rationalizing Team, comprising of senior GM MEO team and Aljomaih Management.
• Plan, develop and supervise execution of the annual Marketing Plans & Budgets for Chevrolet and GMC.
• Plan and develop short term tactical campaigns to achieve set sales objectives and targets.
• Leading and Coordinating with pricing department, Forecasting and Product Planning to ensure the right mix of 4Ps.
• Strategic and long term road map for the development of digital assets of Aljomaih to utilize them for marketing, leads, corporate and brand building activities.
• Manage client-agency relations for Media, Advertising, BTL and PR operations
• Prepare and attend Management, Sales and GM meetings to track and present performance m-o-m.
• Review and approve National Marketing Plans based on the annual Marketing Calendar.
• Review and control the Marketing Budget and liaison with GM for continuous Marketing Support.
• Acted as a National Sales Manager for numerous durations supporting the Operations Director for Sales related operations.

I joined General Motors (Aljomaih Automotive Company) as a Regional Brand Manager, reporting to the National Marketing Manager. Some of my major accomplishments at AAC were:

• Achieved the Platinum Award for the Grand Masters Award by GM in 2011.
• Rolled out the Product Education Program for Eastern Region front line staff, achieved 25% increase in CSI.
• Launched effectively 7 major GM based campaigns and 5 localized AAC campaigns (ATL and BTL). Closed 2010 with effective 10% growth over 09.
• Prepared a full fledge launch feasibility of a new vehicle by conducting Consumer Research, Price Sensitivity Modeling, in-house test drives, Target Market Testing.
• Developed the Marketing joint venture between AAC and NCB Bank to promote GM vehicle through Bank Financing
• Received training in the GM Difference Program, GM's Customer Enthusiasm, GM's Sales Assessment Program

Following were core marketing responsibilities as a Regional Brand Manager:

• Monitor Sales and Marketing KPIs to make sure monthly targets are met
• Develop long and short term strategies for my region to meet set quarterly targets.
• Develop the 2011 Marketing Plan for Sales, Service, Spare Parts and Used Cars for Eastern Region.
• Prepare and manage the annual budget for the region.
• Conduct routine price checks via Mystery Shopping programs in order to have competitive pricing and margins and by maintaining competitive price indexes.
• Review and approve Regional Marketing Plans based on the annual Marketing Calendar.

Reporting to the Marketing Director, I had two categories under my brand portfolio. 1) Sugar Confectionery 2) Biscuits and Wafers. In Sugar Confectionery, I am responsible for 4 brands out of which 2 are market leaders and we have 80% market share. We achieved 47% growth in the category over 2009.

Following were my major responsibilities as a Brand Manager:

• Reviewing Brand Performance via internal Sales Systems and reports
• Preparing and analyzing the annual budgets, forecasts and promotions for my brands
• Planning the strategic Consumer, Trade and Sales level promotional strategies to achieve monthly set targets
• Liaison with agency with brand promotional projects (ATL, BTL) and media planning
• Liaison with internal suppliers quarterly and Annually to update them on Brand Performance and major initiatives.
• Conducting actionable market visits across Saudi Arabia to gather market intelligence and competitor activities
• Developed and renewed 2009 contracts with Key Account customers
• Executed first time ever activity, in the Sugar Confectionary segment, “Gummy World” in top Key Account outlets in the Kingdom.
• Received Training from Kagi Switzerland, at Toggi Factory in Switzerland on Orientation to Manufacturing Techniques of Wafers

Reporting to the Marketing Manager and Marketing Director. I was responsible for the Brand Management, Marketing and Strategic Planning of Toothpastes and Mouthwash; I worked on all elements of the marketing mix- brand communication, brand innovation and brand activation.

Key Responsibilities:
• Current responsibilities are Sparkle toothpaste, Colgate Max Fresh and Colgate Plax Mouthwash.
• Formulated the marketing strategy and re-launch plan of Sparkle toothpaste and launch of Max Fresh nationwide. Achieved 20% growth after the re-launch.
• Developing detailed strategic documents, brand books, sales monitoring charts & sales forecasting.
• Liaison with the advertising agency in developing print ads, banners, and billboard prints, launch plan, display plan, etc.
• Responsible for developing strategic Consumer Promotions and Special Offers for customers.
• Responsible for developing trade driven strategies and trade offers, to maintain a healthy relationship with retailers.
• Responsible for conducting monthly market visits nationwide, to do Brand Health Checks. (competitive data and market analysis)
• Developed the Marketing Budget for the year 07-08.
• Responsible for conducting the nationwide Consumer Home Visits, to gather relevant consumer habits.

Responsible for marketing of luxury Segment Brands (Camry, Lexus, Crown). Increased Market Share of Camry to 56% in 2007 from 25% in 2006. Achieved annual sales target in 6 months of the launch. Implemented nationwide the Toyota Way in Sales & Marketing (TWSM) after receiving TWSM training from Toyota Motor Sales - USA. Implementation of TWSM included frontline staff, Managers and also CEO and Director level staff of our Authorized Dealerships.

Key Responsibilities:

• Formulated the marketing strategy and executed the first of its kind launch for the new Toyota Camry (2006). Conducted nationwide Camry Sneak Preview for exclusive customers.
• Developed the first of its kind Sales Manual & Product Specification brochures for Camry
• Developed detailed strategic documents, launch plans, dealership allocations & sales forecasting.
• Participated twice in the first time ever, Pakistan Open Golf Championship - Asian Tour.
• Liaison with the advertising agency in developing print ads, banners, and billboard prints, launch plan, display plan, etc.
• Developed the Marketing Budget for the year 06-07.
• Planned and developed technical and commercial evaluation and promotional strategies for all other brands.
• Involved in conducting Test Drives, to gather product and competitive information from Customers.
• Organize all launch events, displays, and other promotional activities e.g. GEO Motor Show, Toyota Camry Tennis Championship, Pakistan Open Golf Championship - Asian Tour, TWSM Regional Workshops, etc. Also, coordinated the launch activities of Toyota Corolla Altis (Advertising, displays, etc)
• Also, been actively involved in the corporate planning of the company