Trade & Consumer Marketing, Brand Executive
Friendly Food Qatar
مجموع سنوات الخبرة :12 years, 5 أشهر
Manage and executive the marketing and promotional activities for the Retail Food Division, and provide leadership towards achieving maximum productivity and profitability in line with company’s vision, mission and values.
- Manage a portfolio of 12 leading Brands.
- Develop quarterly and monthly category plans for assortment, shelf-layout, promotional strategies and price positions.
- Work out the monthly/yearly value and volume forecasts in line with the supply chain team, towards achieving brand/category volume/value targets.
- Manage trade investments and ensure pre and post evaluations are completed for all activations and value results on key performance metric measures.
- Plan and coordinate promotional activations on country level and store tailor made.
- Create, update and study value/volume and visibility score cards maintaining a track of development and provide insights/plans to drive competitive advantage.
- Track and monitor key competitor activities.
- Manage ROI on Customer Marketing activities.
- Ensure effective new product launch - distribution strategies & action plans followed with monitoring and evaluation.
- Collaborate with the teams to monitor retail margins and customer profitability.
- Collaborate with the teams to measure and review category and brand performance.
- Coordinate with the creative and production agencies with regards to POSM and related art work.
- Ensure proper implementation of POSMs including evaluation of its effectiveness at point of purchase.
- Ensure effective horizontal and vertical assortment distribution to support the development of channel strategies.
- Run and design market research studies and continuously provide insights on channel, category, and shopper trends.
Manage and facilitate the sales activities of Retail Key Accounts in Qatar, selling Food and non-Food consumer goods, with the objective of growing the sales, maximize profitability, reduce out stock, and increase customer service level.
- Ensure healthy stock availability and achieve core distribution and visibility targets.
- Manage and Lead a team of Key Accounts Executives and merchandisers.
- Ensure quality checkups and follow ups.
- Follow up financial performance of the assigned accounts (Customer Contribution, Statement and Trade Spending).
- Ensure proper implementation of BTL and in store promotional programs
- Develop and maintain proper relationships with customers.
- Efficiently maintain records of Key Accounts fact book.
- Generate sales reports and share business reviews providing sales uplifts.
- Monitor and update visibility score cards for each brand and category.
- Monitor and study category performance.
- Ensure proper implementation of planograms.
- Monitor and analyze the competition activations, RSPs, and market shares.
- Conduct monthly price surveys and run expiry reports.
- Gather and report market information (customer trends, needs, and competitor information)
- Hit an annual growth of +26% on value sales in Carrefour Hyper Markets 2011 Vs 2012.
- Reduced out of stock from 15% to 5%.
- Improved customer service level from 75% to 90 %
- Launched a successful NPL campaign for Rio Mare Tuna in Carrefour and Al Meera Markets.
24:30 Magazine, Beirut - Lebanon Intern/ Media Sales June 2010 - November 2010 -Work as a media sales representative selling advertising space for 24:30 Magazine. -Liaise between the clients and the creative team to set ad concepts and meet client and job requirements. -Research and follow on potencial leads to achieve the company’s sales targets. -Negotiate with local MBUs and bargain media space. LOWE MENA, Dubai Media City Intern / Media / Client servicing June 2008 - August 2008 -Joined the team handling “Nokia” and “Johnson & Johnson” accounts in Dubai. -Helped to launch a BTL media campaign for Nokia mobile Music Express series in the GCC. -Helped to initiate a new website for “Johnson & Johnson”. -Joined several briefings and client meetings. -Engaged in weekly brainstorming sessions. -Wrote creative briefs and collaborated with the arts team to meet client and job requirements. Saatchi & Saatchi, Beirut - Lebanon Intern / Media / Market Research July 2007 - August 2007 -Worked on a market research project, prior to launching a new ATL media campaign for PICON in Lebanon. -Area assigned to research was the Al Shouf district in Mount Lebanon. -Sample size was 250 people. -Applied a one on one research methodology and market observation. -Reported and presented the research results. Successfully completed an ISO 9001: 2008 Quality Management Systems training course on February 2013