Category Marketing Manager
Almarai
Total years of experience :23 years, 1 Months
Marketing Head- Culinary Category Jun 2021 - Till Date
Key Responsibilities:
Managing 1 Bn SAR Culinary Category including, EVAP Milk, Condensed Milk, Sterilized Cream, Cooking Cream, Whipping Cream, Butter, Butter Ghee, Honey and Olive Oil.
Responsible for growing the categories and Increasing share in my respective categories.
Marketing Head- Long Life Dairy Sep 2019 - Jun 2021
Key Responsibilities:
Managing 1 Bn SAR Long Life Milk portfolio for Almarai, including UHT & Powder Milk.
Achieved ever highest volumes for both UHT and Milk Powder. Achieved Market leadership in Modern Trade from Nestle Nido.
Marketing Manager- Foods March 2013 - Sep 2019
Key Responsibilities:
Handling a 500Million SAR portfolio in Foods business which includes Cheese, Butter, Creams & Ghee across Gulf countries.
Handling marketing spend of 10Mn SAR annual. Responsible for delivering volume, revenue, gross margin for the assigned business.
Achieved market leadership in Cheese Triangles and Tins categories vs entrenched International players like Kraft and BEL Group of France.
Key Responsibilities: \n Responsible for delivering the budgeted revenue number through existing and new business development. \n Developing new business channels and customers through Joint Business Planning (JBP) meetings \n Developing congenial relationship with existing customers. \n Ensuring that service level being provided to the customers is in line with customer expectation across supply chain. \n Ensuring desired communications on various brands is happening in all LOBs. \n Negotiating terms of trade with existing and new customers for monthly, quarterly & annual promotions. \n Allocating resources and funds for each channel & customer to optimize the results. \n Managing a Team of 90 people spanning across UAE in all channels of business. \n Planning and execution of in-store/out of home for paid and sponsored events. \n \nAchievements: \n \n Successfully negotiated annual agreements with major customers without any annual rebate increase for two consecutive years. \n Successfully negotiated with Adnoc, Epco, & Enoc for new pricing and revival of business. \n Achieved ever highest sales in confectionery for the company. \n Achieved highest volume for Tiffany Butter Cookies to cross Americana to become market leader.
Key Responsibilities:
Developing & implementing integrated marketing & sales strategies consistent with goals & objectives of business.
Evaluating the financial aspects of Marketing plans, such as pricing, budgets, expenditures, R&D, appropriations, return-on-investment & P&L projections.
Overseeing & analyzing market research to determine consumer & competitor trends, demands & conditions & map accurate strategies corresponding to market demands.
To establish Tiffany as a market leader in biscuits category.
To bring new premium biscuits to improve CM.
Managing creative, media buying and BTL agencies.
Develop web sites for the sub-brands; plan and implement digital strategy for each sub-brand.
Achievements:
Re-launched Tiffany Digestive as Tiffany Activ in UAE, as part of overall portfolio revamping strategy.
Developed launch strategy for a premium variant for Tiffany Activ to challenge the category leader.
Responsibilities:
Developing & implementing integrated marketing & sales strategies consistent with goals & objectives of business.
Responsible for the brand health of corporate brand, managing PR activities, copyright and trade mark registration.
Evaluating the financial aspects of product development, such as budgets, expenditures, research & development appropriations, return-on-investment and profit-loss projections.
Overseeing & analyzing market research to determine consumer & competitor trends, demands & conditions & map accurate strategies corresponding to market demands.
Cascading marketing strategies to counter competitor activities by using market dynamics & developing regional marketing strategies.
Spearheading promotional campaigns, merchandising launches & innovative event strategies to foster consumer loyalty.
Representing in local and international trade fairs.
Inspecting and refurbishing existing products to maintain constant sales and increase profit margin.
Handling creative, media buying, BTL and out door agencies.
Key Achievements:
Revamped five years old website for the Company.
Represented company in trade fairs in local and international locations for development of business.
Organized annual sales conferences for a team of 120 for four consecutive years
Increased sales fivefold in four years, with increase in CM from15 to 25%
Successfully established Tiger Bubble gum as lead company brand opposed to Ding Dong bubble through 360 degree marketing strategy.
Effectively improved volume of Orange Candy by 10 times due to re-structuring.
Tripled volumes for Amrood (Guava) Candy and amplified CM’s for brand from 20% to 35%.
Doubled sales of Hard Candy (HBC) portfolio through re-engineering.
Highlights:
Achieved market leadership by enhancing Jam-e-Shirin sales and surpassing competition.
Augmented torpid sales by re-launching Johar Joshanda (JS) in new packaging to compete against counterfeit JJ.
Successfully organized national launch conference for JJ for stake holders from across Pakistan.
Produced Special Supplement, press release & briefing for major newspapers on ISO 17025 certification for Qarshi Research International Pvt. Ltd from Norway.
Negotiated with Parks and Horticulture Authority Lahore for combined development of a Park with Qarshi donating money and providing technical services.
Corporate Sponsorship of World Squash Championship held in Lahore.
Produced press ads for various publication for corporate brand building & revamped Qarshi’s website.
Organized monthly sales conference for 130 people for two years.
Managed two creative, one media buying & one out door agencies.
Oversaw publication of monthly magazine on health with a circulation of 100, 000.
Developed Brand book with usage guidelines for logo.
Responsibilities:
• Spearheaded a team of marketing professionals to expand and execute comprehensive marketing strategies.
• Handled several marketing projects, researches, and activities; produced well written and appealing publications to maintain sales.
• Adhered to project deadlines and oversaw budgets in accordance with corporate objectives.
• Maintained and executed communication procedures and strategies with agencies in compliance with corporate requirements to increase advertisements.
• Initiated price changes according to product consumption and market needs.
• Corresponded with customers and gathered feedback to ensure loyalty and client satisfaction.
• Implemented marketing schemes such as initiating new and existent product development, maintained corporate communications, and organized events to improve sales.
Highlight:
• Member of Karachi team, revitalized sales from Average of Rs.15 M to Rs.45M per month.
Responsibilities:
• Accountable for achieving high sales volume and NPS (Net Proceeds from Sales) target set by company.
• Managed product and ensured full coverage of product in market; located and positioned product in market to attract targeted customers.
• Implemented trade-marketing strategies, promotions and launches to augment sales profit.
• Examined and tracked competitors activities effectively to counter competitor activities using market strategies
• Invested time in market to extend trade associations and to comprehend market procedures.
• Handled sales team through consistent monitoring, evaluations and rewards.
Highlights:
• Representative of PSO in Oil Companies Advisory Committee (OCAC) for price rationalization of Motor Gasoline, Diesel and CNG.
Responsibilities:
• Assumed responsibilities and duties of marketing manager in marketing, sales, advertising and promoting CNG oil, and positioning and situation of CNG stations.
• Directed promotional campaigns and marketing launches to market CNG fuel to augment PSO CNG sales and profit.
• Coordinated with brand management department to allocate and establish suitable stations around the country to launch, promote, and position CNG oil in outlets.
• Conducted feasibility studies of CNG to determine factors affecting market growth, impact on other markets, Moga's sales and government revenues.
• Administrated and analyzed market research to recognize price change influence of gasoline on CNG demand and to determine the price of various grade fuels.
Other Relevant Workshops /Trainings:
• Brand Sense: Smashing Your Brand.
• Managing Retail Channels
• Marketing Strategy & Sales growth.
• Winning Mind Share Workshop on Brand Management & Product Positioning.