Marketing & Communications Director
Confedintial
Total years of experience :22 years, 5 Months
Responsible to draw & drive the strategic marketing agenda for both the corporate brand & project’s
~ Lead marketing & communications function & 3rd. parties’ network/relationship management (Adv. - PR - Digital)
~ Plan marketing budget of + SR 30Mln
Certified consultant by MOC working on several projects with SMEs and a branding consultant partner with START design
Accountable for both units' sales & land sales in 3 projects national wide (so far +90% achievement of annual targets)
~ Lead corporate communications strategy planning and development to optimize reputation and visibility
~ Co-Lead commercial planning for urban development strategy & execution
~ Manage 3rd parties' relationships and expand network with regulatory, financial, and development sectors
Joined the newly formed entity as a member of organization’s leadership team; responsible to draw & drive the strategic marketing agenda for both the corporate brand & project’s brand
~ Structuring the marketing department & 3rd parties’ network/relationship management
~ Responsible of planning marketing budget of + SR 25Mln (Corporate & projects)
~ Responsible for product life cycle management, pricing & liaison with other business development activities
~ High-level responsibility for sales planning at this stage
As a member of organization’s leadership team; responsible to: -
~ Develop, review & update strategic business plans for 5 years Strategy
~ Member of executive, investment & development committees
~ Updating vision, mission & corporate statements
~ Re-structured Marketing & Sales Department to optimize performance for both short-long terms goals
~ Responsible of planning marketing budget of + SR 6Mln (Corporate & projects)
~ Directly responsible to deliver:
~ SR 600 Mln of Sales
~ SR 250 Mln of collection
~ SR 35 Mln G.M.
~ Successfully lead the marketing team to re-launch Corporate ID & implementation internally & externally
~ Lead both marketing & sales teams to build capabilities, business tools & resources to successful transform into customer focused organization including enhanced communications through social media & customer engagements
~ As a member of organization’s executive team; develop strategic business plans for 2 main growing channels: retail & diesel engine oils (DEO) for the coming 3-5 years
~ Re-structured retail business development team & introduced key account management concept to improve customers’ experience & business results through setting quantitative & qualitative targets (delivering extra $2 million p.m.)
~ Responsible of planning budget of $1.5 million
~ Collaborate across different functions to drive access to key outlets & initiatives to support channel performance
~ Actively support portfolio growth & organization planning process by identifying & developing new channels & new business partnerships
~ Liaise with global Castrol/BP team on developing DEO business plans in KSA
~ Setting 5 years strategy plan for DEO including portfolio, pricing, volumes, profits & necessary budget to significantly improve business result and lead marketing team to achieve ambitious target of 15% market share with a value no less than $15 million p.m.
~ Improved sales performance by 33% vs. past period last year
~ Improved profitability by 20% vs. PPLY
~ Key contribution in planning budgets of $2 million.
~ Re-engineered both, B2C & B2B marketing plans to ensure efficient business delivery. Developed successful strategies to build
B2C/B2B business and enhance channel partner productivity. Improved B2B sector financial performance by 15%.
~ Successfully led the drafting of new lubricants business strategy for KSA with global & regional stakeholders. Recognized for
excellence in implementation of Route to Market (RTM) strategy.
~ Developed a robust Monthly sales planner/Marketing activity/Catchment mapping.
~ Significant contribution in achievement of BL worth $40 million.
~ Augmented market share of SSPMO & Rotella by 2% & 3% respectively.
~ Initiated regional training programs on sales and customer servicing.
~ Successfully Launched Shell/ joint-venture website to help build awareness of corporate image and new brands
~ Successfully launched first phase of Shell synthetic lubricants introduction to KSA (Helix brand).
~ Built efficient distribution through a direct sales team.
~ Successfully led the planning & implementation of RE-Branding traditional trade outlets to newly launched brand for more
than 150 outlets in phase 1 & 2.
~ Launched robust resellers’ loyalty program, outlet operators loyalty & incentive programs on an ongoing as well as seasonality
basis.
~ Successfully led the management and implementation of existing Metal working oils across the region. (27 countries)
~ Successfully implemented “Portfolio Re-image “program in KSA region. ( & participated in planning & training for cluster's
countries)
~ Managed the designing OP master file to assist KAM team to stay updated on latest business strategies.
~ Positioned the brand successfully, building brand salience within three quarters consecutively at trade programs.
~ Successfully placed product offerings (12 oz. to 16 oz. in main cities/remote areas/16 oz. to 24 oz. in main cities) in the OP
channel on two phases.
~ Enhanced the PEPSI brand presence in trade programs.
~ Established an innovative new model store/outlet merchandising standards.
~ Designed a periodical booklet summarizing all the marketing initiatives
Positioned 4X4 lubricant in mass market for KSA and Gulf Region ensuring quick customer acquisition.
~ Liaised successfully with commercial, industrial & government authorities to promote sell of gasoline engine oils.
Successfully executed high impact launches of premium products from the L’Oreal stable like the L’Oreal Wrinkle De- Crease, Garnier Color Naturals, Feria Booster Hair Colorants in both the upper and lower trade channels.
~ Conceptualized and organized events and other promotional activities.
~ Recognized for keen market / competitive analysis to plan, maintain and improve quality standards.
~ Converted customer from Natea colorants (kits) to Nutrisse in both the Upper trade & Lower trade.
~ Successfully resolved expired products related issues within 3 months
Closed successful business deals with 7 key accounts and 24 commercial (supermarkets) firms.
~ Achieved the annual target of SR 20 Million and 119% growth in all sections.
~ Key contribution in implementing Business Development Funds (BDF) in collaboration with key customers.
~ Grew key accounts sales volume from 102% to 111% within one year.
~ Recorded a 105% fiscal growth for wholesalers section.
~ Established a robust rating criteria for both section Managers & merchandisers.
~ Launched performance based competition for merchandisers on monthly and quarterly basis.
~ Achieved targeted sales volume equal to SR 40 Million.
Bachelor of science in mining engineering