Head of Brand & Sales Planning
United Motors Company
Total years of experience :20 years, 11 Months
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
Did majors in Management Information Systems and Marketing. Achieved GPA of 3.73, third highest in Class of MBA MIS 2003.
Did majors in Management Information Systems and Marketing. Achieved GPA of 3.2
Achieved GPA of 3.73
Achieved grade A-1 (First Division)