Marketing Manager
PepsiCo International - United Arab Emirates
Total years of experience :15 years, 7 Months
Pepsico, Beverages and Snacks
* Developed 2014 plan for Lactel portfolio range (Lactel Natural Yoghurt, Clowny Flavored Yogurt, Duetto Drinking Yoghurt, Fresh Milk, Lactino Kids Yoghurt, Rice Milk Launch, Immune C new launch)
• Product Development
• Developing Concepts
• New Packaging
• Handling and managing the brands Social Media platform (Lactel became number one top growing page and the top Dairy page in Egypt in less than 4 months)
• Developing TV copies
• Developing Radio copies
• Signing and Handling Celebrities
• 360 communication development
• Trade deals, displays and sampling
• Developing on ground activation concepts
• Managing the on ground deals and events to sponsor
• Managing the full range budget
a) Pepsi ICC Cricket Exploitation (UAE):
• Led the on-ground by launching in-mall booths with Kinnect cricket engagement gaming that targeted Asian consumers in June, reaching 35M consumers.
• Led on the digital exploitation plan (16.4MM banner exposures, 3.9MM video views, YouTube represented 12% of IPL global views, the 2nd highest in the World)
• Share of throat grew +3pts vs. YAGO among Asians (Pepsi P7D usage +3, P24H +5)
• Brand KPIs; Love +1, Association with Cricket +2
b) Diet Pepsi (UAE):
• Signed two DP influencers in Jun, and overlooked their articles and tweets.
• Led Diet Pepsi Arabia digital support (Diet Pepsi Twitter account launch, Facebook page and monthly contents)
• Led on running Diet Pepsi Modern Trade promo calendar.
• Diet Pepsi gained +0.6pt SOS vs. exit '12 in UAE MT scanned data, +3pts Diet Pepsi SOS in MT
c) Ramadan Pepsi-Lays Campaign (Gulf):
• Led Ramadan Gulf digital plan during Jul & Aug by launching the mobile user-generated film (teaser & full version) that achieved 65Mviews in 3 days.
• Ramadan digital support achieved 628M likes, 190M Twitter mentions, 95M comments, 41M social shares, 100MM post impressions on Facebook.
• Led on the installation of Ramadan OOH Hoarding on Sheikh Zayed Road.
• Led on Packaging designs across GULF.
• Led on trade POP and displays across GULF.
• Led on trade joint promotions with Lays and Quakers across GULF.
• Led on the PR campaign in UAE
• Gulf achieved +3% volume growth comparing Ramadan 2013 vs. 2012
d) Pepsi Beyoncé & Dubai Music Week (Gulf):
• Led the launch of Beyoncé packaging.
• Led the installation of Beyoncé OOH advertising on the Sheikh Zayed Road in UAE.
• Led on the ideation, planning and agency/taskforce management of Dubai Music Week in Dubai.
• Led on trade POP and displays across GULF.
• Led on trade promotions across GULF.
• Developed the channel activation material jointly with the BU trade marketing team and delivered the material to bottlers across GULF.
• Pepsi music KPI at +3pts vs. YAGO in UAE.
e) Leading the planning and ground-preparations for a potential joint promo with a UAE leading telecom operator:
• Led the planning and ground-preparations for a potential joint promo with the UAE leading telecom operator including four coordination meetings.
• Led on shared the outcome summary & plan details with internal stakeholders and BU GM on weekly basis.
• Liaised with Gulf Operations team on the closures ordering and printing from India.
• Finalized the NDAs and official contracts with legal team.
• Coordinated on the estimated budget & support details with Gulf franchise & UAE bottlers.
➢ Meeting 2011 AOP and developing 2012/2013 AOP
➢ Handling and leading on media, budget and brand financials
➢ Initiating two Grass Roots Campaigns (Schools League):
* Own and led on the full plan and execution of the program in 2011 and 2012.
* Own and led on the campaigns 360 communication.
* Own and led on the stars handling and signing.
* Own and led on activating a digital tab for the first time in the tournament history.
➢ Led on football initiatives assessment and validation for 2013.
Pepsi Vodafone Campaign (2011 and 2012):
Led on all promo logistics work ensuring a smooth and accurate order of codes and crowns/closures.
Led on several task forces meetings to insure the promo success and functions deliverables.
Led on the promo communication (TV, MV, OD network, Trade, Radio, Digital, PR, bulk SMS).
Pepsi Packaging Schedule:
Led on changing Pepsi’s packaging artwork on Cans & PETs throughout the year ensuring a smooth and accurate phasing in/out plans.
Pepsi Football Remix Campaign:
Led on the on-ground campaign ensuring two big ideas for football remix concept (Beach Football Tournament and 3D mapping for the first time in Egypt)
Ramadan 2011 and 2012:
Led on the voting process and monitoring throughout the month.
Led on the campaign’s communication.
Self-Expression 2011 (Post Revolution Campaign):
Led on the campaign 360 communication.
EPL 2011 Campaign (El Dawry El Asly):
Led on the campaign 360 communication.
Johnson’s Baby, Band-Aid, Carefree, REACH & Savlon
Assisted in launching Band-Aid & Carefree in Libya.
Assisted in Launching Savlon in Syria.
Assisting in developing franchise countries’ marketing plan.
Monitoring competitor’s activities.
Analyzing Retail Audit data.
Assisting in developing brands consumer promotions.
Coordinating with agencies all POS and promotion materials for brand support.
Assistant Sales & Marketing support manager:
Monitoring monthly STT vs. business plan.
Monitoring monthly stocks at the distributors & making sure they have healthy stock cover.
Issuing a monthly report to the Sales & Marketing team showing the monthly & YTD achievement vs. BP and highlighting the items with performance issues.
Monitoring monthly items availability for distributers vs. the submitted forecast.
Monitoring shipped products vs. sales order made & vs. forecasting.
Issuing a monthly report to the MD, showing the lost sales opportunities.