Senior Brand Manager – Gifting & Sharing (Middle East)
Nestle Middle East FZE
Total years of experience :18 years, 8 Months
Handling Mackintosh’s Quality Street, KitKat & Nestle Minis range
Direct reports: 2 Brand Manager & 1 Assistant Brand Managers
Achievements:
• Developed a portfolio strategy for the confectionary business aiming at rationalizing the tail portfolio and focus on the key must win brand, along with a 2 years action plan
• Set a strong 3 years plan, including I/R agenda behind Mackintosh’s Quality Street and Minis range
• Achieved record high shares during Ramadan 2013 driven by strong support plans and excellent in-store executions
• Re-launched Mackintosh’s Quality Street in the Middle East region, including recipe & packaging revamp, base portfolio optimization, product launches, brand architecture, communication and BTL support
• Led Quality Street’s global brand re-positioning, from a ME perspective, together with the global strategic business unit and the UK team including: brand essence, communication strategy and platforms, growth pillars and innovation pipeline
• Led the development of a new premium brand, in collaboration with the global strategic business unit, for the Middle East
Handling Cadbury Dairy Milk, Flake, Cote D’Or & Tang
Direct reports: 1 Assistant Brand Manager
Achievements:
• Led the total business portfolio strategy of Kraft Foods Levant post its global acquisition of Cadbury
• Set the chocolate portfolio growth matrix (must win/ must compete/ harvest) and 3 years strategic plan
• Launched a productivity project for both Chocolate and PB categories to increase its profitability and enable strong investment behind it
• Launched the one of a kind online activation in the region, Flake Fashion Campaign in February 2011
• Re-launched Cadbury Dairy Milk with a new packaging and communication strategy
• Launched Cote D’Or Mignonette 2011 massive holistic Christmas consumer promotion resulting in record high market share for the brand, exceeding competition for the first time
• Designed and led the 2012 chocolate category workshop for the Levant region
• Led the launch of Cadbury Dairy Milk Caramel in the Mashreq region (Egypt & Levant)
• Led Cadbury Dairy Milk’s mega promotion in Egypt
Handling Chiclets, Trident, Clorets, Dirol and Halls
Achievements:
• Supported the Category Head in the development of the Trident and Chiclets brand strategy in the ME (brand positioning and need state, price point, communication and innovation strategy)
• Launched Trident brand in the Levant reaching record shares, over-passing main competition in 12 months’ time
• Re-launched Clorets under a new packaging to uplift the brand image in accordance with the brand positioning
• Developed and managed a strategic plan for the transition of the Gum non-strategic brands under our core ones to maximize communication spillover and brand equity
• Developed the strategies of core brands in the GCC markets
• Led a regional project (MEA) to develop an innovative offering tailored for the region under Trident
• Assigned the value optimization (VO) leader for the ME to train and manage a cross functional team to work on margin enhancement projects
Achievements:
• Supported in the creation and launch of the Lily Green brand, a frozen vegetable range
• Supported in the creation of the Sirella and Adriana brands, frozen seafood ranges
• Led the development of the Siblou TV commercial
• Initiated the Siblou brand uplift, including packaging, advertising, promotion and environmental trademarks registrations
Achievements:
• Led the launch of Limonado, a line extension of 7up, in Saudi Arabia
• Planned and executed sampling activities for Aquafina, Mirinda Sorbet and Pepsi Max sampling activity in in Saudi Arabia, UAE and Kuwait
• Pitched and won the 2008 Mirinda and Pepsi Max activities and launches (AOP projects)
• Planned and executed the launch of Mirinda Sorbet in Saudi Arabia
• Managed the development and implementation of Mirinda Superman campaign pan GCC
• Led the packaging transition launch for all Milupa baby products in the GCC and Levant
• Pitched and won the Milupa Cereal BTL launch in Saudi and Gulf