Marketing General Manager
Petromin Corporation
مجموع سنوات الخبرة :22 years, 3 أشهر
Appointed as the Marketing Manager for the whole of Petromin Corporation. During this tenure, I was ranked “Outstanding” (highest employee rating) for 5 times in 6 ranking periods. Job scope includes working with different businesses within the organization, such as Petromin Express (5th biggest lube change chain in the world), Petromin Auto Care workshops, Retail Sales Unit, Commercial business, Petromin Gas Stations, Primo Stores, OEM, B2B, Marketing Petromin’s mother brand, along with launching Petromin as a new dealer for Nissan in KSA.
Designation Chronology:
Dec’20 - Present General Manager Marketing
Oct’18 - Nov’20 Marketing Department Manager (2 grades up)
Jul ’14 - Sep ’18 Marketing Department Manager
Driving Business Growth:
• Developed & applied 5Es Strategy (own concept created) as part of the department’s direction, to ensure the growth & sustainability of the business. By attaining new customers, retaining them, increasing loyalty and enhancing satisfaction scores, while still finding new opportunities to explore for further expansions & growth. In addition to streamlining the communication direction of the Petromin brand based on a well research concept that resonates with customers.
• Led the planning, developing & execution of a pipeline of 20+ different quality initiatives per year, contributing to a significant growth in the TOM awareness improvement for Petromin & Petromin Express brands over a tenure of 5 years, which saw an increase of 22% on Petromin TOM awareness and attaining leadership for Petromin Express & growing it by a whopping 32%.
• Directed the social media strategy & its implementation since inception, with a lot of flexibility to accommodate for businesses changes, while being agile with the fluctuations that takes places in general. In addition to a variety of online based initiatives for engagement, making Petromin social media channels the most engaging channels within the sector vs. the percentage of reach.
• Led the launch of the company’s 50 years celebration, its own logo, slogan & theme. While in the process overseeing the update of 100+ SKUs to feature the 50 years logo. In addition to the celebration with 8 Petromin regional offices (across KSA) in the same day with the same inspirational atmosphere besides awarding the top 50 of our customers with specially designed gifts for the event. This is all while creating record sales for the highest number of customers served in 1 day.
• Oversaw the process of signing several partnerships with major brands, including McDonalds, STC, Panda, Hunger station…etc., with agreements that were mutuality beneficial for both parties.
• Accomplished & led a variety of different projects across the board including a full rebranding exercise of Petromin Express centers, Riyadh Season strategic partnership activities
Organization Building:
• Restructured the Marketing Department by developing a new organizational chart along with fresh roles & responsibilities for each role, increasing the overall productivity of the department (in terms of projects capacity, lead-times and output quality), along with the overall improvements of the team’s capabilities & competencies, measure by “Team Competencies Matrix”.
• Selected as part of 10 individual team members within the organization (across all National & International offices) to manage qualifying the organization to attain adequate rating for the EFQM standards, by addressing several development opportunities within the company. As a result, Petromin was the first & only company to be awarded 4 stars in KSA in 2016 and then once again first & only to be awarded 5 stars in KSA in 2018, while in that process I was also awarded as the best member out the 10 managing the project in 2018.
Joined as Assistant Brand Manager and charted a significant growth in different categories’ market share, then was moved to new assignment on the largest volume contributor category in the company (i.e. Pasta), where I made a huge contribution to make it the market leader to merit promotion to the current post of Brand Manager.
Designation Chronology:
Oct ’11 - Jul ‘14 Brand Manager
Feb ’10 - Sep ’11 Senior Assistant Brand Manager
Feb ’08 - Jan ’10 Assistant Brand Manager
Driving Business Growth:
• Capitalized on the temporary exit of the previous Pasta market leader. Worked cross functionally with corporate marketing, trade marketing, sales and creative teams to deliver a chef testimonial drive campaign in a record time of just 6 weeks. As a result, Goody Pasta attained number 1 position in volume & value from being 2nd player for over 10 years. With record breaking volume growth -of the company’s largest volume contributing category- of 50% vs. IYA
• Led the launch of a new premium and very profitable -among the most profitable in the company- Pasta subcategory and managed it with differentiated equity communication from main range, delivering astonishing growth of around 45% YOY and the category has now reached six digits figures of cases sold per year after 3 years from launch.
• Developed a new specific campaign on CDI to grow total Pasta category as the campaign’s sole purpose, via increasing the frequency of Pasta usage primarily. Consequently, the “Pasta Day of the Week” campaign was launched behind critique understanding of consumption barriers of Pasta in KSA, gained from various research, tracker & analysis.
• Gained absolute market leadership in all regions, after overtaking the two remaining regions (i.e. East & South) that was led by 2 different players (i.e. Kuwaitiah in East & Perfetto in South) besides the previous market leader Buitoni. By fully analyzing the data for each region and capitalizing on each region’s opportunities separately with a full plan with 3 layered key strategies. As a result, Goody overtook Kuwaitiah -who dominated the market as far as retail audit goes back- and Perfetto, to become the dominant market leader across all regions
• On previously handled category Tuna -company’s biggest value contributor-, I supported in coming up with the category’s main equity campaign and led the implementation of the campaign. Achieving market leadership in value share and 2nd position in volume shares, coming from 3rd & 4th position in value & volume respectively.
• Accumulated various experience in developing mega campaigns delivering over 10 TV commercials (from A-Z) including real shooting & animated ones, more than 5 radio ads, many waves of OOH, Online campaigns, Print, Press and variety of DTC & in-store activities. In addition to delivered multiple FMOT initiatives with Sales team & merchandising team including cross-merchandising, POSM, incentive programs…etc. Besides, running across the kingdom in-mall live cooking shows with chef & MC and in-office cooked meals as part of the Pasta category strategy to grow CDI, tackling misperception of Pasta as light dish only.
Organization Building:
• Managed “Goody Learning Academy” initiative to deliver corporate and functional trainings. Also, introduced a learning facility that offered different learning & useful materials to all employees in the company, structured by the company’s success criteria. Resulting in taking “training & development” from among the bottom 2 lowest scoring areas within the company to a high satisfactory level.
• Leading the collection, revision & reporting of the Marketing department update that gets communicated to the company’s board of directors on monthly basis.
Designation Chronology:
Nov ‘06 - Sep ’07 Lead Associate
Sep ‘06 - Oct ’06 Cash Office Associate
Started as a “Cash Office Associate”, then promoted to a “Lead Associate” (Admin Specialist) after 2 months. Admin Specialist role is to manage payroll control and other admin procedures for approximately 100 staff, including health & safety checks and collation of sales figures. I expanded my duties to include training staff, cash office reconciliation &customer service supervision.
Started as a “Customer Advisor”, then promoted after 8 months to “Supervisor” to manage a team of 9 customer advisors. Prioritising, delegation of tasks and motivation of the team were my key responsibilities delivering high standard of presentation and customer care were my goals.
Project included online data research/ categorizing of Arabic websites and Internet cafes based in Jeddah at the early stages of Internet usage/spread in Saudi Arabia.
Bachelor of Arts Degree with Honours in Marketing