Trade Marketing Head, Meat & Bakery Cluster (Kuwait – Qatar)
Kuwait Food Company
Total years of experience :16 years, 7 Months
Leading the Qatar Trade marketing function with my existing role and launching best practices and guidelines in the market.
Key Responsibilities:
▪Building the annual commercial plan for Kuwait & Qatar market.
▪Directing and follow-up the performance by specific KPI’s (MSL, Distribution, SOS, OSA).
▪Budgeting and control the annual promotion calendar and trade spending with a positive ROI
mindset.
Assigned an expanded role after strategic integration of meat and bakery cluster along with existing agencies cluster.
Achievements:
▪ Led a successful integration along with the commercial team to have a new route to market
leading to a decrease in our cost to serve while gaining economies of scale.
▪Uplifting fundamentals (SOS, OSA, MSL, Displays) & effective promo planning leading to a
significant market share growth in different categories (Ketchup from 56% to 67%, Mayo from 26% to 40% & Beans from 84% to 92%).
▪ Launching 10 NPD’s across different categories “Sauces, Cakes and Beans”
Acting as a linchpin between departments and partners regionally to align the key building blocks to achieve the targets.
Key Responsibilities:
▪ liaise between the principals and the internal departments to ensure the implementation of the
agreed strategic plans.
▪Building the annual commercial business plan using the building blocks method & retail audit
analysis.
▪ Trade marketing budget responsibility with achieving a positive ROI mindset.
Achievements:
▪Played a crucial role in turning around the business with an overall 12% CAGR growth.
▪ Growing the Tomato Ketchup market share from 46% to 56%, Mayo from 24% to 26% & Foul from 78% to 84%.
Key Responsibilities:
- Conduct competition analysis, maintain awareness of market trends and monitoring local competitors’ performance.
- Integrate and deploy all in-store marketing activities.
- Conducting monthly rolling forecast business performance review with the sales team.
Achievements:
-Turned around a stagnant underperforming Tuna business after successfully launching 3 new
SKU’s and reaching a 17% growth.
Key Responsibilities:
- Prepare marketing studies for NPD’s using SWOT analysis to identify the marketing strategy needed for each product.
- Reviewing the MTD IMS sales to set corrective action plans to fill all gaps.
Achievements:
- Performed a market researches and built a marketing studies that helped to penetrate the market in 2 other categories.
- Created the Forecast integrated excel sheets that aided the company to increase the monthly accuracy.
Key Responsibilities:
- Conducting market research & data collection.
- Preparing the required analysis reports for the monthly presentation purpose.
