Senior Category Manager
AL ISLAMI FOODS
Total years of experience :12 years, 9 Months
(Minced meat, Franks, Frozen Vegetables, French Fries), November 2014-current
Responsibility:
•Category management which includes (Strategy & planning, Trade marketing, Commercial Analysis, Forecasting & Budgeting, Branding, New Product Development)
•Social media (Al-Islami Facbook Page liked by HH Sheikh Mohammed Bin Rashid Al-Maktoum President and Prime Minister of the UAE and Ruler of Dubai)
•Consumer Research
Achievements:
•Al-Islami Facebook has been ranked as the 2nd across GCC region in most Engaging Content and number of interactions after Ramadan campaign 2015
•Al-Islami Facebook page has been listed 1st on the “Top 5 Brands on Facebook - Post Engagement Rate” in the UAE with after successful activation of National Day December 2nd 2014 competition
•Built a full category plan for full year 2015 to drive growth for certain categories including In-store, ATL, Research & social Media
•Led the marketing sales monthly meeting which covers the commercial performance and built the action plan where corrective action needed
•Grew the frozen Vegetables category by 27% compared to the year former as part of Q3 15 Results
(food brands such as Sadia)
Responsibility:
• Branding
• Consumer Insights
• Corporate Communication
• Quality Assurance
Achievements:
• Managed Market intillegence budget for year 2014
• Built a timed marketing plan to support Sadia’s vision
• Managed corporate events like Gulfood and Opening ceremonies
• Conducted Product Evaluation Tests regionally to launch a new category in the market
• Tested Sadia new packaging concepts against competition
• Evaluated quantitatively Sadia Tv Commercial 2013 which aimed to increase Sadia market share by 3%
• Developed packaging artworks for Sadia New Products such as Sadia Signature Line, Sadia French Fries and Sadia Pizzas
• Evaluated the ME new Sadia packaging ranging from Whole Poultry, Poultry Parts to Ready to Eat Products including 160 skus and 650 artworks
• Developed BRF Fact Book 2013 which details on BRF Business in the Middle East covering information on distributer, trade, consumer & competitor in each market
• Analyzed Market Share reports and coordinated with agent on any trade data coverage shortfalls
• Led the digital pre-activation of sadia-life website @ http://www.sadia-life.com/
• Managed Sadia sponsorship of the TV Cooking Show ‘UAE RAMADAN COOKING CHALLENGE 2012’
• Developed Ramadan Media plan campaign 2012
• Delivered different Branding elements like in ATL (Ramadan Recipe Book, Magazine ADs, Sadia Ramadan Voice Over, Road Shows like MegaComs, Rooftops and Buses). In BTL (Recipe Book POS, Posters, Danglers, Wobblers, Cashier Strips, Mupis, Digital screens, Security Gates & Sliding doors)
• Analyzed strategically the Consumer research study ‘Sadia Awareness & Perception 2012’ done by IPSOS to track the awareness & usage of Sadia and competitors in each country of the ME
• Monitored ‘Media talks related to our business’ globally
• Shaped Arabic/English content material and conducted English-Arabic/Ara-Eng translations for confidential documents, Press Releases, POSM & digital material
• Developed quality improvement project related to Halal
• Interacted with different business parties among the region such as Clients, Nielsen, Dunes creative agency, IPSOS research agency, UM7 media agency & IMPACT BBDO communication group, PR & Event Mangement companies
GlaxoSmithkline, Consumer Healthcare MENE Dubai, U.A.E
Marketing Intern FMCG April-December, 2009
Responsibility:
•Was responsible of assisting brand managers of International FMCG brands such as Sensodyne, Aquafresh, Parodontax, Horlicks, Corega & Corsodyl
Achievements:
•Led the development of designing a global website for the Sensodyne brand www.sensodyne-me.com
•Developed a digital activation media plan for the new website
•Developed various kinds of POS material: Detail Aids, Cut-out stands, Posters, leaflets, Shelf-talkers, Shelf-dividers, Promotional Stickers and Wrapping Sheets for several dynamic brands like Sensodyne, Aquafresh, Parodontax, Horlicks, Corsodyl
•Interacted with many extrenal agencies such as Grey, StarcomWorldWide and other BTL suppliers which involves project communication and handling day-to-day requests
•Worked on the development of Market Fact sheets for MENE countries by obtaining some calculations on the trade data, using Nytro software and searching the internet to get key accounts information and some demographics for each MENE country
•Worked on a Bases research project with ACNeilsen to test new Aquafresh concepts
•Conducted two Internet-based Market studies to aid in the launch of two new products
•Had done several market visits for the sake of research in dental flosses, toothpastes and toothbrushes with a report submitted after each visit
•Evaluated the design of 12 new packaging options for Parodontax toothpaste and tested the designs locally
MSc of Marketing Management, September 2010-2011 The University of Hull, United Kingdom Post-graduate projects: •Researched in “Halal” marketing; its’ market, branding issues, endorsement and the challenges it could face by conducting a survey sampled Muslims & non-Muslim consumers for the Dissertation paper •Conducted market research for retail sector in Dubai to assess the importance of service quality on the customer satisfaction for the Market Research module. •Researched in “global”, “local” and “Glocal” marketing strategy terms for the International Marketing module. •Conducted a situatioinal analysis in the Wind Energy sector in Germany for the International Business module. •Developed a Marketing plan for Halfords Bicycles range in Hull and for the kids’ bikes range individually for the sake of Marketing Management module. •Pitched an advertising brief for Sensodyne Pronamel toothpaste for children in a team and measured the advertising Liking effectiveness on the brand equity for the Integrated Marketing Communications module. •Evaluated my core skills in a learning journal recommended for the Professional Skills module. BSc of Management Information Systems, Sept 2004- June 2008 The University of Jordan, Amman Under-graduate projects: •Developed a Self Check-Out System; a Window Based system replacing the Cashier employee,“A” rated submitted with full Documentation and monthly reports •Worked on developing the design of a website called “Lands in Jordan”, it was required for the e-marketing course to help investors who are interested in buying and selling lands in Jordan. The content included: value shares, spaces and locations for certain pieces of land submitted with a marketing plan •Developed a “Micro Site” for the Decision Support System course; some web pages to help Grad students choose their Masters or Phd course through filling a questionnaire asking them about their best interests and skills
