Mohamed Elmaandi

Beyti, (JV PepsiCo & Almarai)
Brand Manager - Juice

Areas of Involvement:
 Acting Category Manager on juice (Beyti, Tropicana)
 Portfolio Configuration Strategy in Egypt
 5-year Plans: AOP & market share progression plan, Capex Requirement, Marketing Plan

Project Management (IPM):
• Projects include the Re-launch / Facelift of Beyti juice with a full-fledged 360 campaign
• Launching PepsiCo’s world no.1 juice brand in Egypt “Tropicana”, Liaising with PepsiCo US (marketing & R&D) to align the new range with Tropicana’s global guidelines (recipe audit & branding strategy)
• Portfolio configuration: expansion in the current juice portfolio & launching innovation line in Q4 2012
• Managing communication with brand & packaging agencies in locally & globally
• Managing Project CPS(s), follow up with supply chain, sales force & external parties

Annual Brand Support, Budget Requirement / Allocation & Activation:
 Identifying annual key brand issues for each brand, setting the relevant action plans and defining key objectives
 Proposing annual portfolio support budget requirement
 Worked with agency on BTL & ATL copy strategy & campaign (including digital advertising concepts)
 Allocation of budget to ATL, Digital, BTL activation & Trade Marketing
 Analysing the market to devise long term innovation opportunities

Brand Health Monitoring:
 Tracking Market Share, Distribution (breakdown by regions & outlets) & Sales Performance vs. stated objectives
 Initiated internal channel & regional distribution monitoring system & KPIs in alliance with Sales Force. Lead Sales Force into setting regional strategies for improving numeric handling & weighted handling figures to ensure the effectiveness of distribution. NH has moved up 3 points between 2010 to present.
 Lead monthly demand meeting with representatives from sales, marketing & supply chain to assess monthly performance vs. target.

Assistant Brand Manager - Juice & Yogurt Categories
Brands: Beyti Juice, Tropicana Juice, Almarai Yogurt & Almarai Drinking yogurt
July 2009 - December 2011

Areas of Responsibility:

Project Management (IPM):
 Launching Almarai Yogurt range & Almarai Drinking Yogurt.
 Working with Almarai R&D teams on recipe development projects


Research & Insight:
 Briefing & working with research agencies on product testing, General U&As (qual & quant) and more specific need-driven projects
 Conduct periodical competitive analysis based on consumer insight and general U&As to measure parameters such as brand conversion, loyalty ratios and equity that help in defining brand focal points and marketing strategies
 Analysing consumer insight & needstates to generate winning positioning platforms for different brands


360 Communication & Support Execution:
 BTL activation & execution (worked & negotiated with several agencies to achieve ultimate deals - handled the launch campaigns of Alamarai Rayeb, Almarai Yogurt & Almarai Drinking Yogurt using creative, engaging techniques)

Branding Strategy: Almarai Drinking Yogurt, Almarai Yogurt
 Building Product Concept
 Packaging Design Graphics
 Positioning Statement & Brand laddering

Preparing tax returns for major clients in the US