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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, 7 months

Brand Manager

January 2025 - Present

Daher Foods

Dekweneh, Lebanon

January 2025 - Present

• Leading the growth & development of a chips & confectionary brand.
• Developing and implementing the brand Marketing plan.
• Managing relationships with creative & media agencies.
• Planning & overseeing in store activation initiatives.
• Working closely with sales, R&D and production teams.
• Conducting market research and competition analysis.
• Monitoring 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 - January 2024

Gray Mackenzie Retail Lebanon (GMRL) – Spinneys

Dbayeh, Lebanon

January 2019 - January 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

Brand Manager Candia

January 2015 - January 2018

Liban Lait – Candia France Franchisee

Hazmieh, Lebanon

January 2015 - January 2018

• Spearheaded brand development and positioning of Candias fresh dairy products in the
Lebanese market.
• Led product and packaging development as per market trends and consumer preferences.
• Managed the execution of in-store displays and monitored competitors activities.
• Handling marketing spending and efficient allocation of resources.
• Launched advertising and social media campaigns.
• Trained and supervised the merchandising team.
• Oversaw and directed the work of the graphic designer.
• Maintained direct marketing communication with Candia/SODIAAL headquarters in France.
• Rebranded the full Candia range of dairy products, which strengthened the presence of the
brand on the Lebanese market and influenced positively on sales.
Company industry:
FMCG

Managing Director / Founder

January 2011 - January 2014

Office Box

Hazmieh, Lebanon

January 2011 - January 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

Marketing Specialist

January 2010 - December 2010

Georges N. Frem Foundation - INDEVCO Group

Jounieh, Lebanon

January 2010 - December 2010

• Developed and marketed the IRSHAD fresh produce and secured distribution in supermarket
chains.
• Led product development, market forecasting and pricing strategy.
• Executed SMS and email marketing campaigns and increasing brand awareness.
• Worked on a $2M development project funded by INDEVCO and Lebanese Ministry of
Agriculture.
Company industry:
International Humanitarian Organization
Job role:
Marketing and PR

Marketing & Sales Consultant

January 2006 - December 2009

OFFICE WORK CENTER

Mansourieh, Lebanon

January 2006 - December 2009

• Marketed and sold imported and local brands of office furniture to clients in different sectors in
Lebanon.
• Managed a portfolio of 400+ accounts.
• Exceeded pre-set sales targets every year.
• Annual gross sales: $ 500 000
Company industry:
Interior design
Job role:
Management

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 2006

WORLD VISION

Mansourieh, Lebanon

January 2004 - December 2006

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

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
FMCG
Expert
Marketing
Expert
Marketing
Expert
Digital Marketing
Expert
Digital Marketing
Expert
Budgeting
Expert
Budgeting
Expert
Branding
Expert
Branding
Expert
STRATEGIC MARKETING
Expert
STRATEGIC MARKETING
Expert
DIGITAL ADVERTISING
Intermediate
DIGITAL ADVERTISING
Intermediate
MICROSOFT OFFICE
Expert
MICROSOFT OFFICE
Expert
Public Relations
Beginner
Public Relations
Beginner
Team Leadership
Expert
Team Leadership
Expert
Project Management
Expert
Project Management
Expert
Administration
Expert
Administration
Expert
Decision Making
Expert
Decision Making
Expert
Customer Service
Expert
Customer Service
Expert
FAST MOVING CONSUMER GOODS
Intermediate
FAST MOVING CONSUMER GOODS
Intermediate
DIGITAL COMMUNICATIONS
Intermediate
DIGITAL COMMUNICATIONS
Intermediate
COMPUTER PROGRAMMING
Intermediate
COMPUTER PROGRAMMING
Intermediate
GOOGLE ADS
Intermediate
GOOGLE ADS
Intermediate
SEARCH ENGINE OPTIMIZATION
Intermediate
SEARCH ENGINE OPTIMIZATION
Intermediate
SOCIAL MEDIA MARKETING
Intermediate
SOCIAL MEDIA MARKETING
Intermediate
BUDGET MANAGEMENT
Intermediate
BUDGET MANAGEMENT
Intermediate
PLANNING
Expert
PLANNING
Expert
ADVERTISEMENT
Expert
ADVERTISEMENT
Expert
MEDIA BUYING
Intermediate
MEDIA BUYING
Intermediate
COMPLIANCE REQUIREMENTS
Expert
COMPLIANCE REQUIREMENTS
Expert
BRAND MANAGEMENT
Expert
BRAND MANAGEMENT
Expert
ADVERTISING CAMPAIGNS
Expert
ADVERTISING CAMPAIGNS
Expert
BUSINESS NEGOTIATION
Expert
BUSINESS NEGOTIATION
Expert
Business Development
Expert
Business Development
Expert
Communications Skills
Expert
Communications Skills
Expert
Market Research
Expert
Market Research
Expert
Digital Marketing
Expert
Digital Marketing
Expert
Printing
Expert
Printing
Expert
Marketing Strategy
Expert
Marketing Strategy
Expert
Management
Expert
Management
Expert
Sales
Expert
Sales
Expert
Branding
Expert
Branding
Expert
CAMPAIGN MANAGEMENT
Intermediate
CAMPAIGN MANAGEMENT
Intermediate
CUSTOMER ENGAGEMENT STRATEGY
Intermediate
CUSTOMER ENGAGEMENT STRATEGY
Intermediate
MANAGED CARE
Intermediate
MANAGED CARE
Intermediate
MARKETING
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