Hosni El Shanawany

Marketing Executive at Unicharm

• Egypt - Cairo
• My current job since October 2014

 Analyzing the business environmental variables and extract insights for marketing plan.
 Consumer Analysis
 In cooperation with a research agency, I had Conducted IDIs (In-depth interviews) to gain consumer hearings to determine the main strategic direction to reflect on package communication and concept developing.
• Conducted HUT (home-use-test) projects to gain information about the product repeat rate and the functional image for the product.
• In cooperation with a research agency, I handled the penetration survey to get the consumer various feedback about the brand health as:
- Unmet needs.
- Usage & Purchase behavior.
 Competitor Analysis
 Analyzing the main weak points on all the related omnichannel (Online -Offline).
 Evaluate the current and predicted strategies and my brand’s issue with these executions.
 Analyzing the 4P’s strategies as performing in the market.
 Analyzing the brand’s funnel and the functional image.
 Company Analysis
 Determining the main value and benefits of my brand.
 Analyzing my brand’s trended functional image and brand funnel.
 Analyzing my weakness points to work on as relating to the dissatisfaction rate.
 Review my brand’s 4P’s execution and the main weak and strong pints within it.
 Review my brand’s performance in all the trading channels with the ATL and BTL activities (Before-After).
 Analyze the main market channel trading situation by value and volume and forecast the coming waves.

 Prepare my brand’s SWOT analysis (Risk & Chance) and 4p’s strategy.
 Set my main SWOT points to be considered as the coming route map.
 Determine the main risk and chance situations to be considered as drawing my coming strategies.
 Conclude all the extracted analysis to apply on my brand’s coming 4P’s strategy.
 Set my brand’s strategy Metrix and the related KPI’s of performing measurements.

 Managing the ECOM function for all UCMENA products and scale up E-sales
 Managing the marketing activations for the three categories (Baby care - Feminine care - Wellness care) on the EC platforms in cooperation with sales head.
 Conducted sales promo activities with the two main platforms Amazon.com.eg and noon.com.
 Developed the D-Shelf for UCMENA on EC platforms from scratch to scale up conversion rate.
 Discussing EC budget with the top management office and being keen to achieve investment ROI with numbers.
 Conducted sales coupon activity (8% for shoppers) on noon.com supported with sliders investments (total activity sales cost 4% achieved incremental sales 330% vs LY).
 Achieving 14 times incremental sales on EC platforms, grabbing attention from our CEO to invest more after achieving promising results.
 Attended NIELSEN ECOM course (Category management) and certified.