Trade and Marketing Manager
MADI International
Total years of experience :18 years, 1 Months
• Participate in Developing business and marketing plans for all the companies’ brands including pricing strategies, sales plans, and implementation strategies for UAE, KSA and Lebanon.
• Manages, develops and executes marketing Activity, communication, media & PR plans based on each brand strategy and positioning and ensure on time implementation.
• Manages trade marketing team and ensures on time implementation of the assigned plans.
• Ensures regular and on timely principle update on brand executional plans.
• Sets guidelines and standards of execution considering quality / time and importance as per set deadlines.
• Conducts market research studies which cover all business related aspects such as market dynamics, competitive analysis, price collections, client’s satisfaction, industry best practices, etc.
• Conducts regular inventory analysis, identify product movement, excess stock and set plans accordingly
• Conducts regular market visits to understand the industry, and for best practices, maintaining proper inbound / outbound marketing.
• Regularly monitors and reports for local and international market trends to identify opportunities and potential portfolio expansion;
• Develops and executes private label brands identity (design / layout / packaging / internal and external communication materials, growth plans, etc.…)
• Ensures responsible testing and brand evaluation specially for new lines.
• Set plans and manages the required trainings, seminars and workshops whether internally or externally.
• Achievements:
• Drove 10 mil/QAR increases in total company's revenues (6.5%) in 2015. Grew cosmetics category by 34% in 2015 and 23% in 2016.
• Played a key role in increasing the company’s brands from 2 to 10 cosmetic brands in 2016 with a total 50 mil/QAR projected sales target in 2016.
• Duties:
• Prepare and implement Al Danah’s Global Trade Marketing and Business Development Plan and Strategy for meeting business goals.
• Managed the launch of the new brands (A-Derma, Dr. Irena Eris, ZO Skin Health and Klorane) and developed Year One marketing plan for the selected brands aligned with each brand strategy.
• Create, negotiate and closing commercial agreements and merchandising agreements with the key accounts this include quarterly, annually agreements and long term business partnership agreements.
• Head responsibility to manage and monitor and evaluate Trade Marketing Investments and each trade marketing activity as well as initiate execution.
• Prepare and manage promotional and merchandising plan for each brand in designated channels and POSs including Al Danah owned beauty shops and pharmacies and/or other outlets.
• Develop, supervise and improve procedures to link entire marketing activities with sales team activities in cooperation with sales manager and each brand manager.
• Communicate, and negotiate with new brands and close the deals of exclusivity distribution this included; Dr. Irena Eris, ZO Skin Health, Cholley, Stemology, Derma Quest. This includes line expansion in current brands as well.
• Played key role in locating and analyse potential outlets (Hypermarket, Beauty shops, Para-pharmacies and Pharmacies) as a new POSs for the company request leasing proposals, negotiate and close deals after discussing with top management.
• Strategically involved in heading up company expansion in new markets as well as continued expansion among existing clients this include sales analysis and evaluation and put trade marketing plan to secure best visibility for the brands.
• Always monitor and develop the business concepts this include approving final designs, shops layouts, materials, branding and products display locations.
• Achievements:
• Successfully developed and re-launched Dr. Organic brand that increased sales value by 130% and ranked at top 10 market shares for key accounts cosmetic category.
• Duties:
• Responsible for branding, promotion, sales forecasting and monitoring of inventory levels across 2 brands (Dr. Organic, Dr. Irena Eris).
• Review sales figures of the selected brands and take proactive initiatives to ensure targets are met and monitor sales performance.
• Identify slow and fast moving items on a monthly basis and ensure availability of optimum stocks of the latest items at all times.
• Prepared detailed marketing forecasts on a weekly, monthly and quarterly basis to guarantee meeting the target.
• Promoted brand awareness through SEO optimisation and attractive direct marketing and digital advertising campaign.
• Achievements:
• Led marketing efforts during the first 2 years in company’s year history, successfully developed marketing plans and initiatives to increase sales, brand awareness, (Result: 2 of the most selling brands in Dermo-Cosmetic category).
• Initiated the idea of “Qatar Derma Club”, planned and supervised its execution, and followed up and evaluated its successful performance.
• Duties:
• Created and updated of all marketing and printed materials in line with the agreed marketing plans or upon request.
• Managed all Cosmotrade communications with each brand supplier (Pharmaceris, DS, Paul Brown) also Placed all POSM orders for each brand, including brochures, flyers, giveaways, promotional items, and display stands.
• Headed the organization of the mega events for launching Cosmotrade Key brands (Pharmaceris, DS, Paul Brown) and handled all marketing activities related to this brands.
• Planned and implemented promotional campaigns and direct accountability of all Advertising & Promotional approved Budget Spend.
• Supported in establishing and developing a network of KOL relationships in the Dermatology area and ensuring marketing materials meet commercial objectives and the needs of the company.
• Built and kept relationships with all local media to ensure the most effective messaging and positioning of Cosmotrade product and Qatar Derma Club media coverage also support our medical team in define strong relationships with KOLs.
• Played a full and participative role within the sales team to manage and secure the implementation of the approved ideas and tactical plans.
• Responsible for the Retail and POS products development process for existing and new projects, including ideas, market research, business case development, workflow and process development, all along in a project management context.
• Gathered customer needs and worked with product development teams to implement changes based on feedback.
• Developed new business at existing customers and cultivated new customers in converting processes including more than 20 customized display product lines.
• Follow up new business opportunities, set up meetings and develop new customer relationships.
• Update and analyze information about customers and competitors and propose business development strategies to optimize targeting customers and develop our products.
• Ensure all communications with customers are in accordance with PMF’s standards and correct in content and format.
• Assist the credit control team to collect dues and outstanding amounts from clients in allotted credit limit.
• Provided senior management with information on Market & Competitor activity.
• Achievements:
• Played key role in launching and developing marketing plan of 3 new car models that increased market share from 10% to 40% in 2 years.
• Headed responsibility of 6 after sales campaigns which helped in exceeding after sales target by 15%.
• Reduced annual media spending by 16% through negotiating with TV, radio and newspaper vendors.
• Duties:
• Managed all communications activities for the group including advertising, PR, and event organization.
• Developing the designs and domestic production of marketing materials from across the Group companies and ensure its alignment with present group marketing plan.
• Secured the availability of the brands POSM for all branches, authorized distributors and service centres.
• Improved branding and messaging in the entire branches network (ARTOC’s Showrooms, authorized dealers showrooms and service centres).
• Arranged for the special events, road shows, product launches and after sales campaigns and supported in all event preparations and followed up on implementations.
• Conducted all customer surveys for each division to analyze the demands of the market.
• Monitored the competitive landscape to define the competitors’ strength and weakness points.
• Conduced on regular basis the market intelligence operations in the automotive market place and provided ARTOC Auto sales team with the relevant market news / information.
• Supported in the execution of the Group's marketing strategies for all Group Companies including ARTOC Auto (SKODA AUTO), ARTOC Petroleum, ARTOC Sports, etc.
• Participated in the monthly planning process to the sales target of ARTOC Auto and ARTOC Sports.
• Proposed as per the company’s agreed marketing strategy the sales promotion programs and managed the implementation for each promotion.
• Support in preparing Marketing/Business plan for POS activities for the Key accounts according to their brand’s global marketing plan and CI Guidelines.
• Presented products offerings with a level of technical understanding, clearly and concisely, provide information on advantages prices and answers all clients’ enquiries.
• Negotiated prices and other terms with interested clients and ensures the implementation of proper negotiations to achieve successful deals.
• Act as a liaison between top tier clients and management and ensured the quality of the product samples and its match with the brand CI Guidelines (Color codes, logos, font types and sizes, etc) in coordination with the production and QC team.
• Successfully opened up 12 major mass merchant retail accounts and Increased business with existing accounts in 2009 by 20%+ by having new products ordered.
• Regularly reporting the finalized sales agreements for R&D and manufacturing departments.
• Prepared monthly production plan based on the clients approve agreements and discuss/get approval from Marketing Manager and Production manager.
• Regularly updated the database for targeted clients and follows-up with clients.