Marketing Specialist
Arla Foods
مجموع سنوات الخبرة :11 years, 11 أشهر
• Responsible for ARLA PRO Online/Offline brand campaign developments and execution
• Defined 23’ plan and align with head of Arla MENA sustainability where and how to play
• Builds and executes distributor/ customer marketing activities
• Generates market insights on competition - NPDs, promotions, FABs, analysis vs Arla where we can win (Channels: online and offline)
• Creates quarterly newsletters (1page) to be shared with customers and internal stakeholders
• Product knowledge transfer to local teams and distributor teams
• Visit markets each quarter to understand market needs to come up with customized activities building awareness and brand building
• Create high impact content/video/presentation for all Arla Pro Communication internal/external - push learning content 2-3 videos each month
• Represent MENA in global marketing forums, participate in gate stage meetings and build relationships with category leads
• Assist strategic leadership for Enterogermina, ensuring aligned Where to Play & How to Win choices to drive sustainable sales growth & profitability for TME zone.
• Develop consumer promotion & shopper marketing initiatives, in partnership with the category lead to drive lower funnel conversion.
• Digital transformation for Enterogermina wherein brand marketing strategy took a shift from traditional marketing to direct consumer marketing with social & digital media deployment. Here I worked on & developed good understanding of Veeva Promomats.
• Developed the “Protect your Gut” campaign along with the Category Lead as key brand assets - for every Antibiotic take a probiotic 10M views on Youtube alone
• Marketing Lead for the Commercial Business Unit, I was tasked to develop fully integrated marketing strategy for branded business (innovations, packaging, propositions & communication assets) to drive sales & market share in Eggs (AED 25M), Oats (AED 2M) & Flour (AED 15M) - Total AED 42 Million
• Responsible for Marketing budget (A&P) allocation. Develop & led the execution of Jenan, Rodha & Rawan brand plan for GCC. Launched Jenan in Social Media Space & optimized cost by 50% & achieved 3400% growth on Facebook & 7900% growth on Instagram.
• Engineered NPD projects by Gap analysis, Neilsen Analysis & Market research. Lead new product & packaging launches to increase MS. Developed & Launch Jenan Kids Eggs, Medium, Omega Eggs powered with Vitamin D & Flavored Oats. Jenan Medium & DHA Omega powered with Vitamin D Eggs - gained MS Volume by 20%. Increased focus on Oats Category & increased market share from 0.5% to 3% in a year’s time. Instrumental in development of Jenan Chakki Fresh Atta. Launched in May 2022
• Manage marketing vendor relationships - source supplier/partner, manage relationships, negotiate contracts & secure marketing funds. Optimized Gulfood budget which resulted in saving of AED 700, 000. Saved AED 500, 000 by rebranding Jenan Eggs, Oats & Flour Packaging.
• Created annual marketing strategies, calendars and budgets for 80+ stores of Nine West & Anne Klein offline & online.
• Managed digital and social media Strategy - Launched Facebook and Instagram handles for Nine West
• Lead a team of 6 professionals, indirectly reporting in to me on the activation & responsibilities assigned.
• A key team player in Apparel Groups Marketing team for media rates, strategic alliances & sponsorships to execute big Above the Line activations - DSF 2020 execution, Big Summer Sale 2015, etc
• Negotiating the best deals for the campaign to keep within the budget and Build good relationships with principals & media vendors
• Assist the media planner to develop strong & effective media plans based on sound strategies & creative thinking.
• Worked on Brands like - Gucci Group, Armani Group, Dolce & Gabanna, Aati, Harvey Nicoles, Bloomingdales, Crate and Barrel, Café Nero, Café Cosi, More Café, Mamas & Papas, Range Rover, Maserati.
Enrolled as an MBA student, specializing in Marketing Comprehensive grounding in Marketing (Retail Management, Consumer Behaviour, Marketing of services and Brand Management)
Bachelor of Commerce Specializing in Finance, 3 Year Degree with an aggregate of 72.25% with distinction in most of the finance subjects