Senior Brand Manager - Bakeries
Al Rashed Food- GCC
Total years of experience :19 years, 7 Months
Responsibilities:
- Initiate proper marketing strategies to enhance availability, visibility, and product off take.
- Lead the development and implementation of the annual marketing plans that resulted in a steady sales growth.
- Plan and carry out regional market research, Retail Audit and analyses.
- Play integral role in product development activities and regional roll out.
Achievements:
- Uplifted the current packaging designs.
- Increased Puff, Buns & Cupcake shares by +6% in 2013 vs. YA. (Ref. AC-Nielsen).
Responsibilities:
- Managing all Brand/Trade Marketing activities in Egypt for Double A and other Brands.
- Handling both Marketing Research/Advertising agencies.
- Assessing the monthly programs and feeding the recommendations to the management.
- Managing PR activities.
Achievements:
- Increased DoubleA Brand awareness reaching 54% (+11%). (Ref. ACN Brand affinity Sep.12).
- Improved the company image in the trade channels.
- Restructured the company pricing system.
- Launched DoubleA media campaign. (TVC: http://www.youtube.com/watch?v=3zXk_2jN-Jc).
Responsibilities:
- Established Faragalla brand equity through 360-degree communication, included the development of a powerful TV commercial
- Created and executed brand-marketing programs, to maintain the consistent brand messaging across all marketing channels
- Updated the marketing plan calendar, the attached marketing activities & ensuring that activities are completed on time and on the assigned budget.
- Uplifted Products packaging and formulation
- Improved P&L of Faragalla brands.
- Worked closely with sales team to improve distribution, in-store displays and shelf share.
Achievements:
- Increased Dairy and Grocery Business by 21% in Q3 2010 vs. Q3 2009.
- Increased Milk share by +5% in 2011 vs. YA. (Ref. MEMRB).
- Increased Jam & Tomato Paste Shares by +4% in 2011 vs. YA. (Ref. MEMRB).
- 2010: Organized Super Market Expo.
- Increased Faragalla Profitability by Avg. +10% in one year time.
- 2010: Launched & executed Faragalla corporate campaign. (TVC: http://www.youtube.com/watch?v=m4N3A7lTCzc and
http://www.youtube.com/watch?v=cf7HjzjW0p0&playnext=1&list=PL16BAB7940A53AE59&feature=results_main).
Responsibilities:
- Conducted analysis of market trends, Market shares & Distribution performance.
- Conducted (FG, HUT, BHC, U&A) researches that build the understanding of customer needs / trends, feed insights and recommendations to the management.
- Suggested the budget and managed its spending in coordination with BUM. .
- Set objectives for the communication plan, setting the required budget, creative briefs, attending shootings and the Ad editing processes.
- Developed the consumer promotion to support the IMC plan.
Achievements:
- Increased Detergent & Soap business by 47% in 2009 & 44% in Q1 2010.
- 2009: Soft Launch for Oxi dishwashing Liq, which gained +1% MS. (Ref. MEMRB).
- 2010: Launched Dosh 110gm soap, which gained +8% MS at the expense of Unilever Soap (Goodmorning) (Ref. MEMRB).
- 2008-2010: Assisted in Launching Oxi Detergent LS and HS TVC campaigns.
(TVC: http://www.youtube.com/watch?v=gKowzI5DLj4&feature=youtu.be
Maintained and developed relationships with existing customers via meetings, telephone calls, faxes & emails.
Conducted regular analysis on past and current sales volume.
Visited potential customers to present the business.
Negotiated the terms of the agreements and closing sales.
Conducted trade visits to different channels on a schedule.
Followed up & evaluated sales performance.
On process
-Faculty of commerce , Business Administration Dept. Grade: Good. Academic Project: Developed a Strategy plan for Business Department, Cairo University, and provided the management with a good position Vs. key competitors. -Ministry of Communication & Information Technology (MCIT) Scholarship in (Multimedia & Graphics).
