ربيح Abdel Khalek

Trade Marketing Manager and Key Account Executive: Reckitt Benckiser, March, 2012- Present
Khalil Fattal & Sons, Beirut, Lebanon: Distributors of premium brands in the MENA
Trade Marketing Manager:
• Handles the A & P budget for Reckitt Benckiser assigned for the Lebanese market
• Devise and periodically review MSL with channel managers to derive the optimal portfolio assortment per channel
• Conducts adaptation and translation of brand communications for local market
• Ensures proper execution of marketing and promotional plans in line with RB master plan
• Analyze ROI outcome of different BTL activities and advise accordingly
• Trains on concept sell briefs and trade stories to sales team and in-store promoters
• Create POSM on a regular basis and allocate quotations per store
• Manages the merchandising team in terms of routing plans, activity tracking& market executions
• Continuously analyze AC Nielsen retail audits and recommend proper action
• Develop expertise in customer requirements and preferences for national markets through customer data and competitive benchmarking
• Initiate marketing ideas that appeals to the regions customer profile and share with regional team
• Work on Apollo software and key account sales out-data for optimum category management
• Ensures the availability of annually assigned promotional items through demand planning and sales forecast analysis
• Handles legal & regulatory issues in partnership with the concerned functions
• Ensures the maintenance of healthy stock while keeping low aging stock levels and propose action plans for the liquidation of dormant stocks
• Analyze sales out data per outlet, region, and national

February 2012- Present Khalil Fattal & Sons, Reckitt Benckiser, Sin El Fil, Lebanon

Key Account Executive
• Manage and penetrate customers at all levels and develop relationships with commercial and non-commercial accounts that enable achievement of plans and objectives.
• Prepare and deliver effective selling presentations that implement approved Customer Business Plans and employ effective game theory and negotiating strategies.
• Communicate approved retail activities, promotional plans, merchandising and new item authorizations with the Retail Team to ensure relentless retail execution.

September 2011- February 2012 Pin-Pay S.A.L, Downtown Beirut, Lebanon
Business analyst
• Research and Analysis on countries projected for expansion, competitors, and potential new business partners
• Product Development: drafting SOWs and business requirements for new products
• Supporting the director of Business department in analysis-presentations and marketing initiative
• Part of the Social Media Team

July- August 2010 S.M.L.C Company, PEPSI-COLA Beirut, Lebanon
Trainee
• Assisted in the finance department in S.M.L.C Company, which performs different functions that aim at penetrating new and existing markets.
• Learned to manage cash in a company whereby avoiding currency and liquidity risk
• Learned how to detect, identify, evaluate and approach potential brands that are aligned with the company's vision.

TRAININGS: Below are some of the trainings received during my professional practice: • Brand Performance Driving Fundamentals: o Plan and execute all elements in a product's lifecycle
o Humanizing a brand
o Define the brand's vision, prioritize and update both product and customer requirements
o Work closely with all other functions to ensure customer satisfaction and ROI goals are met
o Making the brand proposition work, to break down silos and increase the value of the brand
• Advanced Communication Skills: o Effective verbal and non-verbal communication
o Body language
o Listening techniques
o Filter systems and brain programing
o Influencing others
• CRM and Account Reconciliation: o Customer account management
o Financial planning for full year discounts, incentive, and annual bonus
o Annual agreements regarding visibility, rental fees, promotional bookings


Below are some of the projects accomplished in team work during my university studies: • Calculated and analyzed the financial ratios of the two large companies, Tesco and Morrison, and compared them for analysis purposes. (several other projects are available upon request)
• Participated and earned high evaluations in an international business simulation provided by the Capsim Management Simulations Inc that covers various decisions in production marketing, research and development, TQM, HR management, and finance.