Marketing Manager
Rabea Tea AMS Baeshen
مجموع سنوات الخبرة :25 years, 2 أشهر
Responsible for identifying, development, commercializing strategic initiatives and action-oriented brand health management
through KPIs tracking of Rabea brands - Brand Equity Index, Brand Funnel, Market, Household Brand Penetration
Delivered key strategic business 5 year (Y1 -2019) key projects and tracking through BSC
Developed new brand pyramid (brand key) through equity scan and Brand health deep dive to identifying the tea category & brand drivers and equity gaps for Rabea Tea vs competition
Relaunch of Extra strong dust tea with product parity testing vs Kabous to win in Dust tea segment and communication testing TVC ad through TV2.0 and developing new SKUs and pricing strategy through RGM (revenue growth model)
For Wining at FMOT (in-store) finalized the wining packaging concept by testing through instore simulation to determine the brand cannibalization and shelf impact vs key competition Lipton and Kabous
Conducted CSPIT -Concept and product tests to win in the largest loose and teabags segment CTC tea vs Lipton to win with consumers right product, price and communication
Lead and developed the Rabea Karak Tea (3in1) range through teamwork from concept to final product and packaging
Developed the market launch strategy for loose sugar and stevia-based sugar under brand “Bee”
Individually identified and developed the 5year marketing consumer perspective BSC (SBP) through beverage demand space mapping, category opportunity deep dives and FMCG and Kantar HHs basket analysis and shopper research
Identified the marketing building blocks for next 5 years with volume, KPI and pricing and volume assumptions
Identified the key categories for brand extension and their volume building blocks
Successfully managed & negotiated the NPD’s and brand health, new campaign neuro TVC testing research budgets with Nielsen, Kantar TNS and Ipsos for KSA and International markets
Generating consumer category and brand insights through own analysis, quarterly deep dives and monthly brand health tracking and presenting to internal stake holders, monthly meetings and board meetings
Developed internal tea by segment SKU RGM analysis to identify new SKUs, price index by segment strategy and consumer promotion calendars by channel and customers for KSA and Key markets UAE, Kuwait and Jordan
Responsible for brands marketing budget tracking vs LE’s, developing marketing consumer and promotion calendars and
Brand health management for KSA and international markets
Developed the yearly IMP plan (consumer promo calendar) and new launch plans for MT and key Accounts
Commissioned and managed monthly brand health monitoring, Shopper research, TVC neuro testing on and conducted Rabea ALJ sponsorship yearly brand dipstick
Managed and delivered the brand yearly SOP initiative master plan with factory and sales
Developed yearly AOPs and monthly internal business tracking by SKUs to measure performance vs AOP and YA for marketing SOP inputs
Conducted Rabea Full Leaf concept and product test to determine the product delivery gaps and revamp of portfolio blend and packaging and delivered the U&A and shopper research for wining instore for key MT customers
Managed the Bee cube brand to turn around the performance from -23% to plus 23%
Managed the development and execution of yearly marketing consumer budgets to deliver brand profitability targets
Responsible for managing Davidoff marketing activities, planning rollout of FY15 marketing calendar
Rolled out mega Davidoff 1mg Leader activation across 2000 shops across metro cities KSA
Responsible for managing complete marketing activities of Rabea Tea range for KSA and ME region.
Launched Brains & Muscles - Mukh Au Adaalat Q1 2014 dual campaign for Rabea Express & Rabea Extra Strong leveraging unconventional marketing - radio, online, social media, LED’s & direct marketing
1 million samples of Rabea Express & Extra Strong in MT, WS and OOH channel, Radio activation of Brain and Muscle concept on MBC, Mix FM & Alif Alif, MSN world cup online portal sponsorship for branding and activation through apps designed for world cup, YouTube video product placement of Rabea Express & Strong, LED campaign in major cities
Developed new Brand Essence and Brand House for Rabea in Turkey for 2014 and onward campaigns
Developed the 360degree campaign of Rabe Full Leaf Teabags Innovation ‘Ibtikar” based on Bases Nielsen research
Managed and launched Rabea Extra Strong from idea to launch with TVC “La-Tafti” and won” Highly Commended” seal in best new beverage category in Gulf Food Awards 2014
Managed and launched Rabea modular need-state based Rabea sub-brand communication with umbrella brand essence revitalizes moments and new brand packaging
Rolled out category branding initiative in top 40 hyper and 150 supermarkets
Managed Brand Health deep dives with milwarbrown, Kantar HH panel Nielsen
Responsible for managing complete marketing activities of Rabea Loose Tea range for KSA and ME region.
Led Syrian, Jordan and Egypt Rabea and UAE new launches and product development
Developed blend & packaging, conducted PCQM and concept tests
Rolled out 360degree campaign of Rabea Premium Full Leaf “Talgeemah Laha Geema” If you value your gathering use Rabea Premium Full Leaf
Revamped packaging design with Freshness icon and Illustrations for complete loose and tea bag range.
Rolled out 360degree campaign “Freshness till the last leaf” campaign for 1st of its kind Alu-PU cans to give freshness
Looked after the complete range of chilled dairy, new brand initiatives and new product development planned for 2008. Completed Feasibility of Ambient Yogurt Project. Feasibility of Drinking Yogurt Project. Developed recipes of Affordable Yogurt. Developed TVC of Nesvita Yogurt
Responsible for planning, re-positioning and driving the strategic future direction of Nestlé MILKPAK (USD 155m) - the largest milk brand of Pakistan.
Developed new brand key and communication strategy for Nestlé MILKPAK Fortified with the help of DUI process, Presented the complete Brand Architecture / Business case for Nestlé MILKPAK & Nestlé MILKPAK Fortified in order to improve the current and long-term profitability in 2007.
Re-launched Nestlé MILKPAK on new nutritional positioning in March 2006 with new packaging and communication with excellent brand health improvement in brand funnel
Exceeded the target profitability growth by 2% and achieved 8.6% profitability in 2006.
Increased market share of Nestle MILKPAK in the total UHT market by 3% in 2006 and 2007.
Developed nutritional portfolio with R&D of Family Wellbeing segment under innovation and renovation strategy of Nestlé MILKPAK, Nestle MILKPAK on intrinsic nutritional benefits - Nestle MILKPAK Plus (Liquid) recipe fortified with iron to address major deficiency - Nestle MILKPAK Affordable (Powder / Liquid) fortified iron and vitamin recipe
Developed channel and regional plans for 2005 based on channel potential as part of commercial planning process for KITKAT, POLO, TOFFO AND SOOTHERS.
Developed Impulse counters for r Chocolate range as part of point of interaction (POI) 2005 strategy for POP solutions.
Developed Merchandising guidelines for the Nestle confectionery range for 2005
Responsible for: Developing, implementing and executing brand specific channel plans based on the consumer and shopper insights, new product introduction (NPI), trade marketing and merchandising guidelines in different channels.
Rolled out Category Sales Development (CSD) - confectionery function for the first time in Nov 2003.
Developed and implemented point of interaction (POI) strategy for confectionery range that facilitated the confectionary growth with channel prioritization
Responsibilities included: Category, channel wise sales management, distributor management and strategic area development.
Managed growth of liquid distribution sales from an average of 10 million to 16 million / month. Managed growth of powder distribution sales from an average of 7 million to 10 million / month.
Formulated comprehensive coverage plan for key accounts and modern trade. Increased both wholesale and retail coverage resulting in increased sales, Introduced concept of bigger vans as a catalyst of growth for the area
Responsibilities included: Developing an alternate trade channel in collaboration with Tetra Pak for NIDO RTD.
Rolled out Nido School Milk Programe (SMP) in eight branches of “Educators” in Lahore. Increased sales from 0.25 tons to 4 tons in three months. Developed the complete campaign and mechanics for SMP. Developed special presentation on SMP for consumer services department. Arranged and organized consumer services shows in the eight branches of the “Educators”.
Conducted cost benefit analysis of all the main products of operations by analyzing the one-year revenues of the respective products. Allocated activity based fixed cost to determine the profitability of various products
Independently handled export of Rs.150 million Responsible for developing samples for summer / winter collections of mail order clients.
Independently handled export of Rs.150 million Responsible for developing samples for summer / winter collections of mail order clients.
Independently handled export of Rs.80 million Responsible for developing samples for summer / winter collections of mail order clients
Grade in Business Policy was P+ (i.e. A) Grade in Commercial Banking HP (i.e. A+) Topped in Commercial Credit HP (i.e. A+) Grade in HR was P+ (i.e. A) Grade in orgnization process and design P+ (i.e. A) Cummulative GPA was 3.17
Cummulative Grade was 1st Division (64%)