Business Development Manager
FDC
Total years of experience :18 years, 11 Months
Deli Brand (private label canned food and pasta), IPEK KAGIT (SELPAK), GUABER (VAPE) and BOLTON GROUP (WC NET, SMAC, MERITO)
Plan marketing and branding objectives.
Working closely with advertising agencies for the creation and the production of TVC, radio and other marketing materials.
Analyze market trends and recommend changes to marketing and business development strategies based on analysis and feedback.
Prepare and adhere to budgets.
Ensure brand messages are consistent.
I am in charge of the products P&L and work on improving the brand profitability and increasing the market share.
Research, analyze and evaluate the competitive market environment.
Measuring the brand and competitor performance to identify the SWOT analysis and to amend actions when necessary.
Making agreements, handling objections, working through differences to a positive conclusion and negotiating appropriately.
Focus and follow up on 3 main KPI’s:
• Increase in total by customer segments on sales value (actual vs. target)
• Increase in total by customer segments on quantity per category of product (actual vs. target)
• Increase in average purchase value for overall key customers of total universe (actual vs. target)
Handle the marketing Budget; plan, develop and implement the annual business plan and communicate it to all relevant departments.
Working closely with the brand manager on the Marketing plan‘s activation (ATL, BTL, TTL activities).
Evaluate and submit weekly KPI reports and align it with appropriate departments.
Follow up on production, deliveries and implementation of all Point of Sales Materials and sampling tools involved in the local animation, product launch, podiums, counter activity and special event.
Communicating with the advertising agencies on the activation of the social media campaigns providing them all the necessary information and guidance.
Prepare complete presentation of any advertising/promotional campaign and present it to the concerned people.
Analyzing Nielsen reports to define the market share and observe competitions.
Monitoring all the advertising campaigns related to competitor and working constantly on increasing the product awareness and performance.
Meeting with principals and traveling abroad, conducting market visits and analyzing results.
Meeting possible clients by growing, maintaining, and increasing the network (Lebanon and abroad)
Working on Innovations and NPD to expand the portfolio.
Developing new SKUs based on the domestic demand.
SENIOR BRAND MANAGER 2009 to Current
GOLDEN Food Mkaless
Perfetti Van Melle (Chupa Chups, smint), Eti and other smaller brands representing 50% of the total turnover of the company.
Conducting in-depth consumer analysis to determine the image or the demand of the product.
Planning, developing and preparing annual marketing strategies in partnership with the sales
team.
Collaborate with sales to develop strategic partnership activities and implement the execution
framework and strategic plan on identified opportunities.
Implement strategic plans to maximize brand potential.
Ensuring profit targets are achieved, margins maintained and expenses controlled
Looking at the pricing of products and analyzing the potential profitability.
Monitoring and analyzing a brand and competitors performance to identify the SWOT analysis.
Analyzing Nielsen reports yearly to define our market share and check competitions.
Develop brand standards and usage guidelines and assist with integrating campaigns with brand
consistency.
Monitoring Product Distribution and Consumer Reactions through focus groups and Market
Research.
Tracking consumer and market insights by reviewing metrics such as pricing and distribution.
Researching consumer markets, monitoring market trends and identifying potential areas in which to invest, based upon consumer needs and spending habits.
Analyzing sales data to update the portfolio, determining new products and deleting
underperforming products.
Developing and refining a brand in-store demonstration program.
Writing reports and specifications, along with creative briefs.
Distribute budget yearly activities, and maintain the system with monthly or period reviews
Lead all areas of content and objectives Throughout all advertising, promotions, internal
publications, social media presence and any other environment in which the brand appears.
Working with Manufacturing and R&D, to consult on product, package, etc.
BRAND MANAGER 2002 to 2009
GOLDEN Food Mkaless
Sales force: preparing briefing & catalogue for new items, monitoring stock and sales, market
penetrations, market sales, setting goals to be achieved, setting incentives, weekly report on achievements by brand by SKU as penetration and sales. Approving on key accounts contracts.
Merchandising team & Market visits: preparing briefing for new items, working on visibility and planograms per TOB, having attractive displays at the market, checking products on shelves,
checking competitor's activities, product research.
Warehouse & Goods: preparing consumer offers, checking returns conditions, checking products
in-stock and expiry dates using SAP and WMS systems
Advertising Agencies: media planning ( TV, radio, outdoor, social media etc), media booking
(channels, peak hours & high GRP's programs)
Promotions: creating seasonal items ( Christmas, Easter, Valetines, Ramadan, back to school)
consumer and trade offers: searching for a suitable inter- or- intra products and gifts, designing
wobblers, shelf talkers, flyers, posters, POS materials etc. to back up the promotion.
Sponsoring Events, Sampling & Tasting promotions: make sure with the salesman involved that
reservation have occurred at POS, prepare goods and accessories for each market, prepare
schedule, choose promoters, pick costumes, set the place with premiums, inform sales
department of such activities and follow up on the day on each outlet. Participating in Exhibitions
& / big events working on the brand visibility in such events in addition to a creative idea to be
differentiated in such events.