Nesrine Chami

Managing TM strategic growth and health agenda, unlocking growth and market share leadership via solid annual operating plans across cross-functional disciplines and franchise ecosystem.

Leading Music platform activation for Saudi BU also resulted in Campaign being recognized via CAMPAIGN ME as pick of the QTR, winner of Creative Excellence of Pepsico AMESA BAM awards, Shortlisted in EFFIES 2021 in Beverages & Branded Content/Entertainment Categories

-Unlocking brand growth with the generation & execution of regional/AMESA portfolio strategies in line with corporate/Global direction, category strategies and brand priorities
-Co-leading with Global Marketing Brand teams on 360 insight-driven brand communications with sector market centricity and relevance & 3yr product innovation pipeline
-Co-Leading marketing & communication strategies and annual operating plans with the sector BU

Key Projects:
-Now United - MENA New Member Search
-Global Citizens -Together at Home Program Activation
-Consistent AMESA brand Pepsi visual identity system media to shelf
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-Leading the Nutrition category Innovation pipeline & end to end commercialization with cross-functional management of: Global, Revenue Management, Insights, R&D, Operations, Sales, Regulatory, Legal.
-Category lead of Morning Innovation & Portable Nutrition managing commercial, brand development, MENA Strategic business plans, and execution of annual operating plans in line with category strategies and priorities
-Leading through-the-line category regional integrated marketing/communication strategies

Key Projects:
-Portable Nutrition portfolio optimization
-Led Quaker morning platform, by expanding Oats footprint within cereal segment, through qualifying and commercializing Ready To Eat Cereal range
-Led the future expansion strategy for Iraq Snacks by identifying growth platforms and commercialization across cross functional disciplines

-Category lead managing PI flavored carbonated beverages (7up, Mirinda & Mountain Dew)
Generation & execution of regional/MENA annual operating plans
-Leading regional marketing & communication strategies and implementation plans whilst managing creative and media agencies to optimize A&M spend, productivity and efficiency
-Leading the beverage category Innovation pipeline & end to end commercialization across portfolio, inclusive of brand development & consumer validation, with cross-functional management of: Global, Insights & Research, R&D, Operations, Regulatory, Legal.

Delivering optimized 360’solutions through Integrated multi-platform & multiscreen media strategies for key marketing initiatives across beverages & snacks portfolio (Inclusive of: Platforms, New Launches, E-commerce, Brand restages, Innovations, Digital, New Media)

Key Projects:
Leading branded entertainment & program activations agenda, leveraging engagement & brand integrations, and partnership management to maximize benefits and deliver optimum ROI/added-value (Arab Idol, The Voice, The X Factor, Arabs Got Talent, The Victorious)
Delivering on experiential engagement properties (Dubai Vogue Fashion Experience, Sole DXB, Fashion Forward, Pepsi Art House)

Managing brand PEPSI, reporting directly to GCC Marketing Lead

Key Projects:
MEA Regional project lead on Music Platform Activation - Arab Idol & The X Factor
MEA Regional Project lead on Football platform activation -Won Creativity Award for Football Kick in the Mix Campaign, recognized among Pepsico AMEA with ‘Above & Beyond’ award by Mr.Saad Abdel Latif)

Account lead of the Pepsico Beverage Account within the agency with the support of 3 direct reports, & reporting directly to the GM/ Managing Partner
Leading the generation & implementation of GCC annual portfolio strategies & plans
End to end creation of 360 insight-driven brand communications (Inclusive of: TV, Digital, Branded Entertainment & Content, Partnership Management, Brand Endorsement & Influencers, Digital, Social Media, Events, PR, Experiential activations, OOH, Print, In-store, volume-driving initiatives

Key Projects: World Cup 2010 activation, 90 Gold Footballs Promotion, Mountain Dew ESPN X-Games 360’ Activation program in GCC “Skydive your way to the X-Games” (Finalist in best use of media Dubai Lynx)