Khalid El Ashram

Responsibilities and duties:
•Handling KFC brand from a brand management perspective in Middle East & North Africa “12 countries”
•Working with the franchisor (YUM!) on the brand’s strategy
•Creating the yearly regional marketing calendar along with the franchisor (YUM!) and the team
•Managing the brand's regional communication strategy and execution
•Supervise the KFC regional marketing calendar execution in each market within the region.
•Supervising the media planning strategy and plan with media agency
•Working with YUM! on New Products Development
•Handling KFC regional corporate budget spend and allocation.
•Manage KFC corporate research calendar in alignment with YUM! and KFC’s Research team
•Developed and led the execution of an internal corporate knowledge and learning system whereby we cross share marketing, execution and results information across different markets for each campaign with the objective of achieving exceptional excellence and share best practices among our markets.
•Leading new products cycle starting from Research on to the Go To Market launch
•Working with the agencies on ATL & BTL marketing activities
•Work closely with the marketing team in each of the countries within the Region
•Track and monitor product performance to ensure compliance with the budget & business plan.
•Prioritize and analyze market trends, needs, opportunities and the competition for future propositions developments.

Create and own the yearly marketing calendar, translating the product strategy into market plan to achieve strategy objectives and budgeted target.
•Segmenting the mobile broadband Internet market in Egypt through research and insights, recommend the segmented approach we will adopt for the market.
•Develop propositions to cater for each segment needs.
•Track and monitor product performance to ensure compliance with the budget & business plan.
•Setting the Sales targets in compliance with the budget and the commercial management vision
•Developing and managing the product’s marketing campaigns.
•Prioritize and analyze market trends, needs, new products, opportunities and the competition for future propositions developments
•Manage and influence key internal stakeholders. (Decision Support- Customer Insight-Sales-Marcomm-Pricing-Research & Channel marketing teams)

Launched Krispy Kreme in Saudi Arabia
•Execution of the annual marketing calendar
•Manage and track Brand performance & budgets.
•Lead on all ATL & BTL marketing activities, and managing agencies “advertising and media buying agencies”.
•Monitoring performance on KPIs and taking corrective action to ensure targets are met
•Manage the relationship with the Franchisor.

Responsibilities and duties:
•Internal communication and coordination with the operations and other departments for implementation of planned marketing activities
•Handling store renovation and field requirements and closely monitoring the utilization of the marketing materials inside the stores
•Tracking the performance of the brands and new products by continuous follow-up on sales, promotions and other business KPI's
•Preparation of marketing reports (product mix, sales mix, mode of service, etc…)
•Developing local store marketing activities for underperforming stores
•Executing and monitoring marketing campaigns for the brands.
•External communication and follow-up with suppliers to insure the proper execution of the campaigns and distribution process (printing agency, newspaper agency, outdoor agency)