Marketing Manager AFME
DAWN FOODS
مجموع سنوات الخبرة :12 years, 5 أشهر
Marketing & Category Lead at Dawn Foods, a global bakery ingredients leader. Also served as Category Manager for McDonalds McCafé in MEA. Managed AED 75M portfolio across multiple regions, achieving 12% YoY growth. Responsibilities include marketing plans, trade budgets, new product development, forecasting, net sales, market research, trade shows, sales team training, trade spend management, agency management, and S&OP.
• Sales: Doubled McCafé Sales in 3 years to greater than AED 16m. Averaged 12% overall YoY growth.
• Market Research: Led extensive on-field first-of-its-kind for Dawn market research in UAE and KSA in QSR sector covering over 50 competitors, capturing over 700 products in 20+ categories.
• Market Strategy & Category management: Launched McCafé playbook 2020 & 21 (Assortment, MSL),
• New Product Development & Launches: Introduced branded products (KitKat, Hersheys, Lotus Biscoff), and seasonal campaigns. Launching and Branding of Vegan Frozen Range & Low-sugar fruit fillings.
• Project & Cross functional management: Led the AFME localization project. Innovating, launching, and replacing over 20 SKUs from EU factories to local Joint-venture, positive impact of €150k & improved margins.
• Cost Optimization: Optimized packaging for €50k annual savings
• Marketing Material: Creation of marketing material, offline, online.
• Category operations: Managing S&OP, reduced customer inventory levels by 15%. Reduced obsolescence by 2% due to better forecasting and marketing plan executions
Headed top-performing foods portfolio at Transmed, UAEs largest FMCG distributor, overseeing AED 40 million revenue and managing multiple leading brands. Responsibilities included revenue, margins, trade spend management, activations, AOP, S&OP, strategic planning, and supplier partnerships. 13% YoY Growth in Sales with +1% Net margins.
• Growth: Grew market shares for brands: Dr Oetker (+12%), Seafood brands (+12%), Trebon Edamame (+20%), Organic Eggs (+27%) driven primarily through market gap analysis.
• New Product Launches: Launched over 30 SKUs, contributing 7% to regular sales and 28 new promo SKUs contributing up to 28% of promo sales.
• Brand Launch: Successfully launched Orvital brand of organic eggs, capturing 27% market share in 2 years. Launched Strong Root and Trebon Frozen Organic Vegetable market based on market gaps analysis.
• Category Management: Secured CATMAN for Dr Oetker in C4, due to increasing shares from 56% to 68%
• Negotiations: Negotiated improved agreements with Lulu, resulting in a 20% improvement YoY
• Cost Optimization: Saved over AED 150k in marketing spend through promo efficiency improvements.
• Private Labels: Launched Private label brands with C4
• Category Operations: Reduced product obsolescence on average by 18% by optimizing the S&OP process.
Oversaw strategy development, market research, brand positioning, and marketing activities. Managed budgets, cross-functional collaboration, and ensured brand consistency across touchpoints. Achieved 14% annual top-line growth in GCC & Rest of the World.
• Stakeholder Management, Portfolio optimization: Optimized the product mix, brand & channel-wise, resulting in savings of AED 1M & rationalized portfolio by cutting 40% SKUs.
• Performance management, Distribution: Increased Wtd. Distribution by 5%, focused penetration into more profitable channels.
• Branding: Repositioned Khaleej brand by specification, quality improvements & re-design based on focus groups & market research. Developed new pack designs and marketing materials in line with the re-positioning.
• Market Strategy: Launched new range of B2B product portfolio with over 20 innovations
• Change management: Lead transformation project for the division, moving KPI emphasis from top line & gross contribution to net profitability.
• Cost Optimization: Led a project to improve Promo SKU packaging to streamline operations, resulting in net savings of AED 35k.
• Digital Marketing: Launched Khaleej Social media page, garnering 20k likes on Facebook & 800k+ views on YouTube.
Responsibilities encompassed data analysis, financial planning, business analysis, product development, and oversight of 5 teams totaling 20 personnel.
• Product Management: Launched multiple VAS services, 100% deployment with accounts.
• Financial Analysis: Developed activity-based costing models for various functions to improve cost controls. Implemented forecasting for various cost drivers.
• Project Management: Launching & integrating products & services on Android & iOS platforms based on market data.