Trade Marketing Manager (CCSM)
Arla Foods
مجموع سنوات الخبرة :14 years, 3 أشهر
cooking cheese portfolio that includes two major brand PUCK and The Three Cow with annual turnover of + AED 200 million
•Developed and Implemented annual category marketing plan of AED 7.6 million
•Delivered +7% growth on heritage brand (The Three Cow) with brand revamp activation across UOQ
•Devised & Implemented various customer specific activity like consumer promotion, secondary visibility and coupon discounting for highly price sensitive shredded segment in UAE
•Developed cross merchandising strategy with salad occasion to arrest the decline in Feta Segment
•Launched new products in UOQ - Cheddar and Low Fat Shredded Mozzarella
•Defined promotion strategy using insights derived from Nielsen and EPOS data and introduced penetration driving promotions to recruit new users to the category.
•Saved 5% on marketing spend under calcium program by efficiently utilizing BTL resources
•Executed perfect store model in key outlets of carrefour (Ibn Batuta & Carrefour Al Saqr)
•Driven growth in low performing segment Halloumi (19% increment growth) by increasing weighted distribution (86.3 to 91.1) in general trade outlets; Market share raise from MAT'17 -> 7.9 to MAT'19 -> 12.2
•Won the Arla Mena Marketing Award for the best all platform innovative execution of Back to school Campaign Digital - In store - In mall -Radio- One of a Kind Activation in Partnership with LEGOLAND
•Executed Top Chef campaign by connecting TV program with instore execution in key arab centric outlets of carrefour, Lulu and Coops, recorded 4% growth in Nielsen and 7% growth in Epos
•Leading on co-branding opportunity of Feta and Shredded with master baker (Switz) during Ramadan to capture Samosek occasion
and executed trade marketing plan based on annual turn over of AED 260 Million with annual trade investment stand at 9%
•Strategically taken price increase of 7% in few key SKUs (UHT milk and Mumtaz Rice) to drive profitability in respective category
•Proposed and led the launch of delite cupcakes across general trade and food service channel
•Developed market share for UHT Milk by converting trade deal into consumer offer in General Trade and effective promo communication in Modern Trade (from 9% MS to 12%)
•Successfully led the trade execution and volume buildup for the 'Unikai Fruit Festival’, Consumer Promotions on UHT Juice delivering 23% growth in In-market sales
•Led business deals during festive season (Ramadan) with charitable organization (Rice and Areej Drink)
•Successfully led sponsored event like Jeeto Pakistan, Malhaar’s emotional drama Draupadi, Mama's
•Responsible for the Oman and Bahrain business worth AED 10 Million
•Appointed new distributor in Bahrain for Arctic Gold brand with additional business of 500K every month
•Developed and executed sales incentive scheme to improve distribution that resulted in sales uplift of 4% in general trade & horeca business.
•Successfully launched Al Areesh Bonanza across key account in Oman; recorded internal sales uplift of 23% and in-market sales growth by 16%
•Improved credit cycle of existing distributors by converting 90 days to 60 days payment on LC
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Completed MBA in Marketing