Senior Regional Brand Manager
Ego pharmaceutical
Total des années d'expérience :11 years, 4 Mois
- Led the category growth &the brand’s strategies for QV Baby, QV Kids, and Moov headlice
- Achieved double-digit growth for 2 consecutive years following a decline, especially in countries such as UAE
- QV Baby got the GOLD award 2 years in a row as the best baby and child skincare brand of the year
- Developed and executed a NEW campaign #SkinToHeart with 360 comm. which won the global business excellence award for an outstanding social media campaign
- Gathered consumer insights and created the brand awareness funnel through consumer surveys that I built for KWT, KSA &UAE.
- Created the brand content strategy for all QV brands
- Led NPDs launch into GCC countries and created the launch plan for these SKUs
- Handled the brand communication strategy to both consumers & HCPs
- Developed and executed the annual marketing plan for the 3 brands across GCC countries
- Managing the brands budget allocation, consolidation, and spending per GL code per country
- Led pigeon baby portfolio (baby bottles, toiletries, breastfeeding essentials)
- Prepared 2020 Marketing Plan
- Created the brand content strategy & activated pigeon on social media
- Handled the brand budget
- Prepared the launch plans for New NPDs coming to the market
- Led Kids’ Portfolio, the largest and most profitable segment, including power brands like Nesquik, Chocapic, and Cheerios across Gulf, Levant, Egypt & Maghreb- reporting to the marketing manager
- Led the product innovation including packaging change and recipe change for sugar reduction following consumer research insights
- Prepared 2019 Marketing plan (VOST) and presented them to the CCSD of each country
- Managed and executed 2019 promos across ME, working with different parties (internal & external)
- Managed & briefed Media agencies & BTL Agencies
- Worked on Packaging revamp with different parties (Research, factories, agencies, global team)
- Weekly teleconference with the team in France &Turkey
- Managed the budget and control expenses within the allowed budget
- Handling Skin cleansing category - Bioré & Body care category - Jergens, reporting to the marketing director based in Germany
- Prepared for the Launch of Jergens BB & BR cream
- Packaging uplifting for the whole range of Jergens
- Adapting the global TVC, approval of the media plan
- Launched Bioré English/Arabic website
- Alignment with the trade marketing team on the yearly promotional plan
- Managed the budget and control expenses within allowed budget
- Assisted in developing the marketing plan
- Checking and amending the monthly content of social media while securing internal approvals from cross-functional teams based in the USA
- Developing artworks for print advertising, instore promotion & POSMs with the agency
- Worked with external PR agency to develop PR materials including press releases, PR events
- Regularly monitoring competitor’s activities in stores, on digital media, and ATL activities
- Retail Audit and sales analysis, share insights and learning with wider team
- Worked with Kao’s global offices in Germany and USA recommending a suitable copy for product packaging.
- Worked with external translation agency to develop Arabic/English copy documents
- Weekly TC with cross-functional teams in USA & Germany aligning on projects status.
- Handling the skin cleansing category reporting to the Marketing Manager - Jan 2015 - present
- Handling Hygiene category (EVY BABY diapers & EvyBaby Wipes) reporting to the category Manager Sep 2013 -Jan 2015
- Successfully planned & launched Evy Baby in Egypt in 2013, achieving the 3rd MS in 2014
- Launched Evy Baby customer call center
- Launched Evy Baby digital platform
- Created different marketing campaigns with overall acceptance 4.2/5 (outbound customer satisfaction surveys & online surveys)
- Initiated different sampling campaigns nationwide reaching 550 k samples
- Owning and controlling the annual brand Budget and monitor the P&L
- Presented & updated CPS for various product launches, aligning between related parties.
- Initiated the idea of building customer database
- Conducted complete market research (Quantitative & Qualitative) on soap & Diapers as brand health check, concept tests, in-home usage tests, fragrance and packaging tests
- Identifying, understanding & analyzing competitive strategies.
- Development, alignment, and execution of annual marketing plan (ATL, BTL and Digital brand campaigns)
- Developing brand communication strategies to help building and maintaining brands equity
- Qualifying, briefing & handling advertising agencies
- Worked closely with the media agency for a better media plan achieving maximum SOV and efficient SOE through gaining effective GRPs and reach
- Measuring Category performance in terms of Volume, Market share & profitability.
- Worked closely with the sales team on the sales forecast, trade activities and promotions.
- Working on EVY BABY diapers & Soap category (Duru, Fax, Ava) reporting to the senior Brand Manager.
- Launching of EvyBaby in2013, to be the 3rd player in the market by 2014
- Retail Audit analysis for both brands
- Competitors analysis (Packaging, ATL claims, positioning, on pack claims...Etc)
- Assist in developing annual business plan for profitable company growth
- Agencies briefing and follow up
- Monitor and control expenses within allowed budget
- preparation of new products launch documents
- work closely with department such as operation, manufacturing and R&D
- Assisting in the development of new label design, package design, marketing materials and others
- Worked on Eva Collagen ( portfolio of Anti aging face cream, hand cream and Anti cellulite firming gel) reporting to category Manager
- Responsible for Eva Collagen activation (Doctors Visits, Pharmacies audit and organization of brand related events, POSM), detailing of pharmacists and sales persons about the brand and how to sell it
- Responsible for BTL activities (Organize all brand related events )
Edinburgh Business school- Heriot watt university with collaboration with the American University in Cairo -MBA program
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