Marketing GM
EDDY Stores - Al NAGHI GROUP
Total years of experience :23 years, 1 Months
• Successfully managed to lead the marketing transformation in the company by redefining the value proposition of the brand, the communication strategy and by uplifting the visual creative delivery for all communication platforms (Website, social pages and stores)
• Successfully managed to appoint the proper media buying and creative agencies who are capable of delivering to the redefined brand’s marketing objective
• Optimized the media spending through the proper selection of the media channels
• Responsible for content creation for all platforms
• Responsible for formulating the promotional strategies
• Responsible for developing and launching the seasonal and tactical marketing campaigns throughout the year
(Co-founder)
My firm was in charge of developing the marketing campaign for the ministry of Haj
•The project was to launch an advertising campaign for some selected initiatives related to the National Transformation Program 2020
•The scope of work:
•Formulate the communication strategy and develop the media plan for the campaign
•The development of the creative work, content materials and the content calendar for the social platforms (videos, infographics, posts…. etc.)
•The development of the PR campaign and the press release
•The development of the internal campaign targeting the ministry’s personal
•Coordination with the media center of the Council of Economic and Development affairs
Separately and additionally, our consultancy firm was developing marketing strategies and managing marketing launch campaigns for other private sector companies
Reports to Commercial Director
•Successfully led the marketing transformation in the company by redefining the product’s brand identity based on the value proposition of each product and their differentiation points
•Also by re-launching the packaging artwork of the complete products portfolio
•The identifications of new product opportunities based on the marketing segmentation and the market needs
•The launch of 2 new products with clear differentiation points
•The development/deployment of the launch campaign / brand activation program to support the new product with clear impact on sales results
•The deployment of several launch and re-launch marketing events
•The development of the social media strategy and the deployment of the digital platforms
•Developing the annual marketing plan with a clear execution plan
•Defining the monitoring tools to ensure strategic pricing & margin
Optimization and analyses the results
•Driving the end-use segmentation: identifying and focusing on the relevant end-use segments
•Identifying key customer needs and insights by segment/sub segment/application
•Ensuring that these specific needs are translated into a product and/or service value proposition by segment/sub-segment or by application
•The relaunch of the corporate value proposition and identity
•The launch of end consumer promotional campaigns with clear impact on sales performance
Reports to Marketing Director
•Leading the multifunctional business cell with cross department team to implement the plans in the market place and monitors performance of the support plans and financial results.
•Leading and participating in various cross-functional teams - CMI, CM, CD, Regional Brand Teams and externally with local support agencies such as
Report to Executive Marketing Director
•Responsible for delivering the annual brand’s KPIs (Net profit, volume, market share & awareness)
•Developed and launched a new product from scratch (developed the financial visibility study, developed the product concept, the packaging concept, the pricing, the rout to market strategy, the business plan, the marketing strategy and plans)
•The product achieved outstanding results
•Managing the deployment of the brand’s portfolio; new variants & sizes
•Managing the brand’s market entry; different channels (retail, pharmacies & HORECA) and non-Saudi markets
Report to Marketing Manager
•Work with the Marketing Manager on implementing project marketing strategies
•Develop and implement the marketing plan activities, such as: corporate identity, image and tactical advertising campaigns, sales collateral, sales office branding / customer journeys (mood rooms), projects animation, annual marketing plans, website and hoarding
•Review market analysis studies, and prepare marketing reports
•Monitor and control project marketing budgets
•Work closely with project's Brand, Media, DM and Digital agencies on the implementation of projects' communication plans
•Handle the development of sales and marketing collateral
•Work with designers and architects on the development of product imagery for marketing communication
•Work closely with the marketing department's support teams on the implementation of the projects' marketing plans
•Successfully led the management and implementation of an influential real estate event
Report to Category Marketing Manager
•Responsible for maintaining / growing market shares for the related brands
•Responsible for maintaining / enhancing the profitability of the related brands
•Responsible for managing the advertising agency of the brand (briefing the agency on all related projects, providing feedback on submissions and coordinating CPS)
•Responsible for managing the marketing budget of the category
•Responsible for planning, managing, deploying and evaluating on pack promotions campaigns (Ramadan, Back 2 School and tactical)
•Participating in developing a full fledge marketing campaign for a premium brand (ATL/BTL). This involves re-positioning the brand proposition, developing new communication, POSM, TVC mainstream and securing aggressive supermarket presence plan
Full participation in developing
,