senior Marketing Manager
شركة الفاخر للمعسلات
مجموع سنوات الخبرة :12 years, 1 أشهر
• Develop and execute comprehensive trade marketing strategies to increase brand visibility, market share and sales across the GCC region.
• Collaborate with cross-functional teams to align marketing initiatives with sales objectives, ensuring a seamless and integrated approach.
• Analyze market trends, consumer behaviour, and competition to identify opportunities and challenges, adjusting strategies as needed.
• Create and manage trade marketing campaigns, including product launches and promotional events, to drive brand awareness and sales growth.
• Establish and maintain strong relationships with key retailers and distributors to secure prime in-store positioning and gain preferential treatment for AIR products.
• Manage the marketing budget effectively, optimizing ROI through data-driven decision-making.
• Monitor and report on the performance of trade marketing activities, providing insights and recommendations for continuous improvement.
• Develop and implement trade marketing materials, such as point-of-sale displays, merchandising, and promotional collateral.
• Stay up-to-date with industry regulations and compliance standards to ensure all marketing activities adhere to legal requirements.
• Leading a team of trade marketing professionals, providing guidance, training, and motivation to achieve departmental goals.
Key Achievements
✓ Successfully introduced new NPIs that achieved a 2% market share within a challenging, low-visibility market, exceeding the 3-month cycle target. ✓ Effectively oversee key customer relationships to optimize sales volume, brand visibility, and in-store presence while adhering to allocated budgets. ✓ Collaborate with global, regional, and local communication structures to implement the Group's communication strategies within the GCC markets. ✓ Spearheaded the expansion of the "Perfect Stores" program by 600 units and established 100 "Perfect Lounges" across the GCC region. ✓ Under general supervision, managed end-to-end project responsibilities, including project coordination, status reporting, and ensuring project stability. Oversee project finances, scope, and critical path for assigned projects.
National Activation & Trade Deployment Manager | October 2018 - January 2021
• Led a team in creating and executing national trade activation strategies for increased brand visibility and market
share.
• Managed trade activation budgets effectively, ensuring a strong ROI and compliance with budget constraints.
• Planned and executed trade shows, exhibitions, and promotional events aligned with brand objectives and
regulations.
• Built and maintained key relationships with trade partners, retailers, and distributors, optimizing in-store positioning
and loyalty.
• Responsible for the day-to-day management of the agencies, which encompasses monitoring of the
progress of consumer engagement programs and event management aspects, supervising related costs,
providing support to the negotiation of budgets and making sure that deliverables are on time.
• Collaborated with cross-functional teams to align trade marketing with overall brand and sales strategies.
• Fostered a high-performance culture within the team, contributing to professional development.
Key Achievements
✓ Initiated a breakthrough project in KSA that outperformed the competitors by analysing an opportunity gap and
formulated a strategy that led to growing the KENT brand market share from 0.00 to 10% in 2 years.
• Assisted in the development and execution of trade marketing strategies for assigned product lines.
• Conducted market research and competitor analysis to identify market trends and opportunities.
• Supported sales team with timely provision of trade marketing materials and collateral.
Key Achievements
✓ Monitored trade marketing campaigns and provided regular reports on performance.
✓ Collaborated with cross-functional team to ensure consistent brand messaging across all trade channels.
Indirect Regional Trade Marketing & Distribution Manager | January 2016 - September 2018
• Led the development and execution of comprehensive trade marketing and distribution strategies to enhance brand
visibility and drive product availability in the market. I successfully managed budgets, ensuring optimal allocation of
resources and return on investment.
• Aligned trade marketing efforts with overall brand and sales strategies, resulting in effective market penetration.
• Established and nurtured key relationships with trade partners, retailers, and distributors, securing prime in-store
positioning and fostering brand loyalty.
• Continuous monitoring, data analysis, and compliance management, ensuring that all trade marketing and
distribution activities adhered to industry regulations and internal policies.
Key Achievements
✓ Recorded the highest volume growth vs KSA regions, with premium brands at 16% total volume of 11%.
✓ Meticulously led and completed the implementation of Pall Mall brand in Jeddah as a test market with 1.4 ppt in 3
months based on retail audit, which became the # 1 brand in KSA.
✓ Established and adopted a new operation model with wholesalers and IVS (Independent Van Sales).
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