Noha Raafat

Local Marketing Management
•Creating & Developing a long term plan for the frozen Category
•Set the pricing strategy of the category in the local market
•Develop a solid Marketing activities calendar including strong ATL, BTL & Digital activities to enhance consumer understanding and improve consumption habits
•Allocate & monitor annual Commercial budget
•Direct the Brand team to make changes in the product line to increase profit margin
•Develop annual sales forecast while working closely and challenging the sales team to achieve it
•Work with sales team on developing & implementing Trade Marketing strategy for the category
•Present on monthly basis the brands performance to Raya Corp top management team
•Manage and develop a team of 2 for the local market
International Marketing
•Set the communication strategy for the company across the different channels
•Regular development of branding and marketing ideas to serve the external market
•Develop pricing strategy specific to each region/client while maintaining a profitable margin for the company
•Understanding of International Markets trends to better address the clients’ needs
•Managing and attending International exhibitions for branded and unbranded products purposes (Gulf Food, World Food Moscow, Anuga, etc.)
•Present on monthly basis the export sector performance to Raya Corp top management team

Local Marketing Management
•Creating & Developing a long term plan for the frozen Category
•Develop a solid Marketing activities calendar including strong ATL, BTL & Digital activities to support the brand
•Monitor annual Commercial budget
•Develop annual sales forecast while working closely and challenging the sales team to achieve it
•Present on monthly basis the brands performance to Raya Corp top management team
•Conduct regular market visits with the sales team to keep a close monitoring of product distribution, consumer reactions and competition performance
International Marketing & Exporting
•Regular development of branding and marketing ideas to serve the external market
•Creating and maintaining strong work relationships with new clients to build new sales pipeline
•Handling external clients and contracts to export frozen vegetables and fruits either branded, private label or in bulks
•Managing and attending International exhibitions for branded and unbranded products purposes (Gulf Food, World Food Moscow, Anuga, etc.)
•Present on monthly basis the export sector performance to Raya Corp top management team
•Manage and develop a team of 2 for the international market

•Develop and implement the Marketing plan for Lactel portfolio
•Allocate & monitor Annual Marketing budget, including detailed media plans
•Developing brand awareness through creating and implementing a strong social media strategy
•Develop, implement and execute marketing initiatives and activities for the brand including ATL & BTL campaigns to ensure the delivery of the correct message
•Develop innovative On-ground activation concepts to enhance consumer understanding and improve consumption habits
•Monitoring product distribution, consumer reactions and competition performance through periodical Brand Tracker
•Weekly checking on product quality vs competition and highlighting any changes of formulas
•Manage the day-to-day logistics of the brand programs

•Formulate and implement the Brand Marketing plan that suits the company strategy
•Constant monitoring of the competition performance through bi-monthly retail audit and quarterly market visits to understand and communicate the industry trends through analysis and presentation to the top management and the sales team to highlight growth opportunities and the best tools to address them
•Allocate & monitor Annual Marketing budget, including detailed media & research plans
•Coming-up with profitable product innovations through translating and utilizing consumer-driven insights in order to drive long-term growth of the brands
•Researching & monitoring consumer markets to identify potential areas for investment, based upon consumer unmet needs and spending habits
•Continuous analysis for the pricing of products to identify any potential profitability
•Develop, implement and execute marketing initiatives and activities for the brand including ATL & BTL campaigns to ensure the delivery of the correct message
•Monitoring product distribution and consumer reactions through periodical focus groups and market research
•Responsible for creating and implementing the social media strategy, developing brand awareness, generating inbound traffic and encouraging product adoption
•Manage the day-to-day logistics of the brand programs

Responsible for the existing brands of Harvest Foods & Bawadi- sister company
•Develop the marketing & sales strategy for the company during 2011/2012
•Formulate and implement a Marketing plan that suits the new company strategy
•Allocate & monitor Annual Marketing budget, including detailed media & research plans
•Constant monitoring of the competition performance through quarterly retail audit and weekly market visits
•Understanding and communicating the industry trends through monthly analysis and presentation to the top management and the sales team to highlight growth opportunities and the best tools to address them
•Creating a challenging sales forecasts and supporting the sales team in achieving the targets assigned
•Create & launch new label designs across Harvest & Bawadi products
•Develop a new website for the company

Responsible for creating & implementing the Marketing plan for the new Sea Food Restaurant
•Develop the Strategy of the new restaurant
•Formulate a 3-year marketing Plan for and setting it into action
•Research & assess the target market and existing competition.
•Responsible for creating the theme of the new restaurant
•Creating & implementing the launch plan
Responsible for building Marketing Department within Abou Shakra Group
•Build a full and well defined 3-year marketing and communication plan.
•Create a proper internal reporting system to provide visibility & support decision making.
•Creating a SWOT analysis for Abou Shakra to help expand the business
•Redefine the delivery protocol through a new call center & embedding a bonus system for the customers
•Highlighting new opportunities for the Sales Department
•Plan and execute retail and trade launch events

Responsible for identification of potential risks and opportunities within the Consumer Market
•Draw the border line for the consumer strategy that includes highlighting the opportunities and the risk in the market to guide the consumer marketing units to formulate their unit strategies and ensuring the execution of this strategy.
•Formulating the targets for different consumer segments based on the agreed upon strategies
•Understanding current & future trends and activities within the market to predict competition movements & reactions
•Highlighting impact of promotions on the industry
•Ensuring and validating the assumptions for consumer unit against the strategies

Responsible for Prepaid System, Balance Transfer, Advanced Credit, Call Filtration & Call Collect
•Successfully launch updated features with full fledge marketing campaigns
•Periodically presenting product’s updates & department’s budget to the top management
•Handle all product activities: Performance tracking; financial KPIs, customer satisfaction, monitoring competition and benchmarking with world Gurus to identify new opportunities
•Evaluating new products & identifying their best approach for launch within the Egyptian market
•Prepare short- and long-term products’ roadmaps & forecasts
•Prepare regular Products research plan and requirements for each research
•Analyze customer behavior and complaints

•Launched the MiniCall product with full marketing campaign.
•Delivered MCK from sender as a product enhancement (balanced releases) during the year.
•Successfully launched the new voicemail system, organized customer’s migration to the new system.
•Implemented various campaigns/promotions/enhancements to increase service penetration & develop usage
•Handled all Product Performance tracking; financial KPIs, customer satisfaction
•Benchmarking with competition & other markets/vendors

Responsible for three existing brands and the Launch of a new barsoap brand
•Plan and supervise nation-wide sampling campaign
•Actively assisting the Marketing team launch the new detergent brand
•Lead the pricing strategy of ASD products
•Personally go on regular market visits to maintain a good sense of the market
•Coordinate all market researches with agencies in addition to interpretation of results
•Allocate & monitor Annual Marketing Plans, including detailed media plan, and sales budget
•In charge of brand designs, bar-codes and registration of new brands
•Regularly prepared board presentation on ASD current situation in the market and discussed our future plans

•Involved in brand designs, bar-codes, registration of new brands
•Coordinate all market researches with agencies in addition to interpretation of results
•Took part in the Annual Marketing Plan of 2005
•Interview and select creative and advertising agencies