Lamia Mohsen

Plan & execute marketing calendar campaigns in trade channels (Modern Trade, Key Accounts and Traditional Trade):
•Set a POSM plan by identifying the type of POSM for each channel and relevant outlet coverage according to the campaign’s marketing message.
•Lead the design and execution of brand campaigns by briefing various suppliers and accordingly select a supplier for each POSM based on the campaign requirements.
•Lead campaign execution by collaborating with cross-functional teams such as suppliers, supply chain team, sales team, merchandisers and outlets to enable flawless timely in-market execution.
•Set Campaign volume targets in specific channels, communicate and follow up on progress during campaign launch and propose corrective actions if needed.
•Measure campaign’s effectiveness and ROI post campaign.

• Developed a financial POSM evaluation method to set and measure campaign’s volume by outlet in MT channel to ensure a positive ROI is met.

• Launched various Sales Incentive Competitions for peak volume season & new product launches through:
•Set relevant criteria for each role by region.
•Launch a communication campaign of the mechanics internally across all DCs.
•Monitor the Sales Team performance through weekly / monthly updates.
•Announce winners post sign off on the results by leading a data taskforce and validating the results of all the employees.
•Post Incentive review including volume analysis, financial ROI, % of winners. (New launches incentive achieved +34%vs plan, National Incentive for peak season achieved +29%vs plan)

• Developed &Launched Mini Markets Loyalty Programs in the market:
•Evaluate the current sales, coverage, repurchase rate for low performing pack by outlet across MM regions and define gaps.
•Set the program criteria -points & prizes based on a +ve ROI, define participating outlets and cluster them into tiers.
•Monitor the performance by outlet throughout the program and communicate gaps
•Communicate winners and conduct Post Evaluation analysis, program achieved +35 % vs plan.

• Conduct Bi - Yearly evaluation for all current dealing suppliers through a task force between the Trade Marketing Team and Procurement Team and accordingly define best suppliers and eliminate requests with low scoring suppliers.

• Acted as a spoke for the Egypt Beverages Trade Marketing Team in a regional Smart Spending taskforce that required current used POSM full evaluation in the market & thus cut costs of some POSM material by 64 % percent.

• Leading required brand analysis to recommend corrective actions for a specific category/initiative that included the top weighted outlets performance, outlets coverage, purchase frequency.

• Quarterly brand-pack performance analysis incl. share evaluation and cooler performance by region vs competition.

Provide short term and long-term sales volumes forecast in alignment with market trends, current opportunities, marketing activities to ensure demand and the right opportunities are met.
•Monthly sales Closing Update every mid-month based on current sales + achievable opportunity in the market and set promotional/budget plan calendar for the rest of the month.
•Monthly Update at the end of each month on the estimated volumes for upcoming month by pack.
•Quarterly Forecast by pack, SKU, Region and channel.
•Yearly Forecast for the following year through the annual operating plan (by pack, sku, region and channel)
•Yearly SBP (4-year strategic plan) depending on market projections by pack /region /channel.
•Set Monthly Retail and WS Budget and promotional plan calendar.

• Monitor Weekly Trends and Forecast to ensure targets are met and stock demand is allocated by supply chain.
•Provide Next Week’s Volumes in the Weekly Supply Inventory Planning, and monitor Forecast accuracy by sales unit by SKU, lead Forecast Accuracy to achieve +6.5% vs plan and achieved the highest forecast accuracy in weekly SIP’s history.
•Track and update volume actuals vs plan and Year Ago on a daily level and provide monthly closing report to determine gaps and opportunities by Brand, pack, region and channel in the Sales & Ops meeting at the end of every month.
•Monitor New Developmental SKU’s in the Market and cascade the targets by unit to sales team.
•Provide Volume Analysis for current activities in the market (Pre, during and post sales activities)

• Set Targets by SKU, Pack, to each sales unit on a national level:
•Set the targets on the system monthly and change the split of sales channels or regions up to unit level based on market trends and company’s direction.
•Provide Monthly scorecard by unit on % of achievements monthly.

Monitor competitor activities in the market and across other key markets to anticipate future competitors’ strategies with a detailed SWOT analysis.
•Update and communicate competitor activities in Egypt to key stakeholders and to Global databases and ensure that the marketing forums are up to date on key competitor activities in other markets.
•Manage and run competitor role play workshops with the head of functions and marketing leadership team to update strategies and identify possible potential moves.
•Worked on RKS pack upgrade launch in trade channels in terms of POSM execution through agencies and relevancy in various trade channels.
•All of the above mentioned is in addition to the previous role responsibilities.

Assist in setting monthly KPIs of sales representatives to ensure achieving company targets.
•Handle monthly cycle planning meeting between various functions to track performances and key leanings from previous month activities and align stakeholders on way forward
•Develop regular reports such as sales, trade performance, retail audit analysis regional / brand & price report to support Marketing & Sales management to track current market trends in order to achieve company vision.
•Develop monthly bonus report for sales representatives to dispense their monthly commissions and provide analysis on overall performance trends.
•Implement Customer Satisfaction Measurement Research project to evaluate our customer relationship.
Extra-Curricular Activities