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Rabih El Helou, Brand Manager

Rabih El Helou

Brand Manager·Daher Foods

Lebanon

Master's degree, Marketing

Work experience

Total years of experience: 20 years, 10 months

Brand Manager

September 2025 - May 2026

Daher Foods

Dekweneh, Lebanon

September 2025 - May 2026

• Lead the growth & development of a chips & confectionary brand.
• Developed and implemented the brand Marketing plan.
• Managed relationship with creative agency.
• Plan & oversee in store activation initiatives.
• Worked closely with Sales, R&D and Production teams.
• Conducted market research and competition analysis.
• Monitored brand performance metrics.
• Designed and implemented the planogram, improving shelf visibility and merchandising
standards across key retail channels. Established the brands visual identity & guidelines in collaboration with the creative agency, ensuring consistent execution across all touchpoints.
Company industry:
FMCG
Job role:
Marketing and PR

Senior Marketing Specialist

January 2019 - December 2024

Gray Mackenzie Retail Lebanon (GMRL) – Spinneys

Dbayeh, Lebanon

January 2019 - December 2024

• Developed and implemented the yearly Marketing calendar.
• Crafted, executed and measured impact of marketing and advertising strategies (ATL & BTL).
• Designed promotional content, including tactical flyers and seasonal brochures.
• Managed relationships with advertising agencies, media partners and printing houses.
• Led the development of digital marketing initiatives, including social media management and
website updates.
• Planned and executed loyalty program marketing strategies.
• Led a team of 2 executives handling in-store branding.
• Piloted the marketing budget and generated monthly A&P analysis.
• Organized corporate events and PR activities.
• Conducted data analysis and monitored performance through various KPIs.
• Successfully opened 5 new supermarket stores and 1 gallery concept store, which enlarged the
geographic expansion and allowed the entrance in the home goods retail market.
Company industry:
Retail & Wholesale
Job role:
Marketing and PR

Brand Manager

January 2015 - December 2018

LIBAN LAIT – CANDIA France franchisee

Hazmieh, Lebanon

January 2015 - December 2018

• Brand development.
• Product and package development.
• Coordinating the development of different marketing and points of sale materials.
• Planning, organizing and executing in-store promotions and offers.
• Establishing and managing marketing budgets.
• Planning and organizing marketing campaigns through advertising and social networks.
• Coaching and supervising the promotion team.
• In charge of direct liaison with CANDIA headquarters in France.
Company industry:
FMCG
Job role:
Marketing and PR

Managing Director / Founder

January 2011 - December 2014

Office Box

Hazmieh, Lebanon

January 2011 - December 2014

• Established and operated my own stationery and office supplies business.
• Managed supplier relationships, product sourcing and inventory.
• Led sales and marketing initiatives and achieved strong customer retention.
• Secured contracts with 200 corporate clients within 3 years.
Company industry:
Public Administration
Job role:
Management

Marketing Specialist

January 2010 - December 2010

GEORGES N. FREM FOUNDATION - INDEVCO GROUP

Jounieh, Lebanon

January 2010 - December 2010

• Brand creation and development.
• Forecasted market demand.
• Product and package development.
• Established distribution channel.
• Pricing and negotiation with buyers.
• Writing marketing articles in the project monthly newsletter.
• Prepared monthly reports.
• Worked on different marketing campaigns through SMS and E-mails.
• Project budget: $ 2 000 000
Company industry:
International Humanitarian Organization
Job role:
Farming and Agriculture

Marketing & Sales Consultant

January 2006 - January 2009

Office Work Center (OWC)

Mansourieh, Lebanon

January 2006 - January 2009

• Marketed and sold office furniture and supplies.
• Managed a portfolio of over 400 corporate clients.
• Exceeded annual sales targets, achieving a revenue of $500, 000 per year.
Company industry:
Home & Office Furniture
Job role:
Marketing and PR

Marketing Coordinator

January 2004 - December 2005

WORLD VISION

Mansourieh, Lebanon

January 2004 - December 2005

Introduced and marketed the CAMPANIA brand of local organic produce and juices to supermarket
chains in Lebanon.

Major responsibilities:
• Product development.
• Forecasted market demand.
• Managed distribution channel.
• Monitored daily sales.
• Negotiations with equipment suppliers.
• Worked on building awareness and educating general population about organic produce.
• Project budget: $ 6, 000, 000
Company industry:
Non-profit Organization
Job role:
Farming and Agriculture

Marketing Coordinator

January 2004 - January 2005

World Vision

Mansourieh, Lebanon

January 2004 - January 2005

• Introduced and marketed the CAMPANIA brand of organic produce and juices to
supermarket chains and specialty stores.
• Managed distribution channels, sales forecasting and supplier negotiations for a $6M USAID
funded project.
Company industry:
Non-profit Organization
Job role:
Marketing and PR

Education

American University Of Technology

June 2007

June 2007

Master's degree, Marketing

Lebanon

Holy Spirit University of Kaslik (USEK)

January 2003

January 2003

Bachelor's degree, Marketing

Lebanon

Notre Dame De Jamhour

January 1999

January 1999

High school or equivalent, Sciences

Lebanon

Skills

FMCG

Expert

Marketing

Expert

Digital Marketing

Expert

Budgeting

Expert

Branding

Expert

STRATEGIC MARKETING

Expert

DIGITAL ADVERTISING

Intermediate

MICROSOFT OFFICE

Expert

Public Relations

Beginner

Team Leadership

Expert

Project Management

Expert

Administration

Expert

Decision Making

Expert

Customer Service

Expert

FAST MOVING CONSUMER GOODS

Intermediate

DIGITAL COMMUNICATIONS

Intermediate

COMPUTER PROGRAMMING

Intermediate

GOOGLE ADS

Intermediate

SEARCH ENGINE OPTIMIZATION

Intermediate

SOCIAL MEDIA MARKETING

Intermediate

BUDGET MANAGEMENT

Intermediate

PLANNING

Expert

ADVERTISEMENT

Expert

MEDIA BUYING

Intermediate

COMPLIANCE REQUIREMENTS

Expert

BRAND MANAGEMENT

Expert

ADVERTISING CAMPAIGNS

Expert

BUSINESS NEGOTIATION

Expert

Business Development

Expert

Communications Skills

Expert

Market Research

Expert

Digital Marketing

Expert

Printing

Expert

Marketing Strategy

Expert

Management

Expert

Sales

Expert

Branding

Expert

CAMPAIGN MANAGEMENT

Intermediate

CUSTOMER ENGAGEMENT STRATEGY

Intermediate

MANAGED CARE

Intermediate

MARKETING

Intermediate

Languages

Arabic

Native Speaker

English

Expert

French

Expert

Training and Certifications

Certifications
Certified Digital Marketing Professional
AI Powered Marketer Certification
Leadership Skills & Team Management Certification
SEO Certification
Social Media Marketing Certification
Inbound Marketing Certification
Google Ads Certification
Certified Digital Marketing Professional
Jun 2018

Hobbies and interests

Traveling
Hiking