CCSM Manager - Cooking Cheese
Arla Foods
Total years of experience :14 years, 2 Months
1. Managing cooking cheese portfolio that includes two major brand PUCK and The Three Cow with annual turnover of + AED 200 million
2. Developed and Implemented annual category marketing plan of AED 7.6 million
3. Delivered +7% growth on heritage brand (The Three Cow) with brand revamp activation across UOQ
4. Devised & Implemented various customer specific activity like consumer promotion, secondary visibility and coupon discounting for highly price sensitive shredded segment in UAE
5. Developed cross merchandising strategy with salad occasion to arrest the decline in Feta Segment
6. Launched new products in UOQ - Cheddar and Low Fat Shredded Mozzarella
7. Defined promotion strategy using insights derived from Nielsen and EPOS data and introduced penetration driving promotions to recruit new users to the category.
8. Saved 5% on marketing spend under calcium program by efficiently utilizing BTL resources
9. Executed perfect store model in key outlets of carrefour (Ibn Batuta & Carrefour Al Saqr)
10. 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
11. 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
12. 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
13. Responsible for perfect store booklet which provides direction to merchandisers and sales rep. (Planograming)
14. Leading on co-branding opportunity of Feta and Shredded with master baker (Switz) during Ramadan to capture Samosek occasion
Completed MBA in Marketing Delivered presentation on various topic