Rayed Abdul Majid

• Built and scaled brand and portfolio foundations across MEA (GCC, Levant, Iraq, and Africa), managing USD 140M+ portfolio.
• Owned and drove regional marketing strategy and annual marketing planning with A&P budget management across KSA, Gulf
& Levant, aligning portfolio priorities, ROI driven brand investment, and execution in-line with international business unit objectives.
• Shared P&L ownership for the region with Sales, with primary responsibility for pricing strategy, portfolio architecture, demand
drivers, and brand investment decisions.
• Accelerated regional top line growth by 18%+ over two years, driven by portfolio expansion, pricing optimization, innovation
across biscuits, chocolate, cakes, and healthy snacking categories.
• Led the relaunch of region’s No.1 brand within portfolio (Wafe’up), including a full packaging renovation with a global branding
agency and rollout of new communication strategy, resulting in 15% top-line growth supported by category innovation.
• Drove global unification and launch of a chocolate confectionery brand, consolidating multiple legacy brands under a single
identity across Middle East, establishing brand awareness & delivering 22% volume uplift despite cocoa raw material crisis.
• Accelerated performance & improved profitability of core cake brand (15%+ growth in 2025). through size renovation, new pack
formats, variant launches, and brand communication, leading market share gains & relevance across consumption occasions
• Delivered 20%+ growth for Gong in savory snacks in Levant through portfolio development & targeted campaigns, while scaling
Whola into healthy biscuits, and snack bars with new communication platform & strengthening profitability across KSA and Gulf.
• Co-developed 3-year strategic business roadmaps & go-to-market strategy as part of global transformation agenda for Saudi
Arabia, UAE, and Kuwait in collaboration with top tier external consultants, & working closely with senior leadership team.
• Translated global brand/portfolio strategies into localized go-to-market plans, leading creative and media agencies on ATL/BTL
communication, digital communication, influencers’ partnerships and media planning, consistently delivering campaign KPI’s
while ensuring regional relevance and effectiveness across ME markets.
• Provided cross-functional leadership across Sales, R&D, and Supply Chain, steering distributors and shaping promotion strategy,
POS execution, and in-store visibility in select markets to strengthen go-to-market execution.
• Managed and developed a regional team (Brand Manager and Assistant Brand Manager), driving performance culture.

* Develop annual brand plan covering key marketing initiatives & strategies including A&P budget, executional plans and forecast in-line
with company’s objectives.
* Lead brand consultancy project with a renowned overseas marketing consultancy firm to draft brand house of flagship brands, long-
term strategy, architecture framework and company’s OGSM.
* Identify business opportunities, monitor performance & gauge brand equity through conducting retail audit analysis and various
consumer insight researches; usage & attitude study, brand health tracker, house-hold panel studies & concept testing.
* Manage brands 360 communication; campaign development and execution including commercial video productions in coordination
with creative, media-buying, activation and social media agency.
* Lead complete packaging development process from brand audit, concept creation & design development to online approval.
* Work closely with Sales Head & ASM’s on underlying issues & gaps to formulate operational plan in order to drive business performance.
* Preparation of new products’ launch plan through market audit & competitive landscape overview, mapping out positioning & entry
strategy including pricing & communication and drive the projects with cross-functional departments.
* Analyze & measure brand KPIs, report on performance of marketing campaigns & activities with ROI and manage marketing budgets
by monitoring spend on monthly basis.
* Prime point-of-contact with strategic agency partners & product suppliers and manage contract development, negotiation process, and
relationship building with all international & local marketing agencies.
* Manage a team of ABM’s and support their growth & development.
* Represent company by attending major food exhibitions (like Gulfood) to explore new business opportunities and to build & maintain
relations with suppliers.

Brands: Al-Taj, Farm, Al Safeer, Mr. Butcher,
Reeva
• Drove annual brand planning and A&P budgeting across a multi-category FMCG portfolio of USD 100M+, driving sustained growth
through revised positioning, pricing, innovation, and execution excellence. Led brand consultancy engagement with an international agency to define brand houses, architecture frameworks, and long
term strategy (OGSM) for flagship brands. Delivered brand and business growth, including 22% revenue growth and +7pp market share for Farm brand over three years,
while sustaining high brand equity index (4.76) and improving brand health scores (TA 85% → 89%, Retention 50% → 53%).
• Initiated turnaround of Al-Taj brand, regaining +3 market share points (2019-2020) & achieving 17% portfolio sales growth
through portfolio refinement, packaging renovation, Al-Taj strawberry re-launch, communication reframing, and targeted
promotions. Led brand communication, including ATL/BTL campaigns and digital media, delivering 40% average annual growth in followers,
18M impressions, and 12M reach across the portfolio. (2019 vs. 2018) covering high-impact brand campaigns, Al-Taj Moments
and Farm Tablespoon of Love, boosting sales by 8% and generating 10M impressions alone.
• Leveraged retail audits, brand health trackers, and consumer insight research (U&A, household panels, concept testing) to
identify growth opportunities, guide pricing and portfolio decisions, and shape NPD and renovation priorities.
• Managed and developed a team of Assistant Brand Managers, building strong execution capability & ownership. Represented company at major international food exhibitions (e.g., Gulfood), driving new business & partnership opportunities.

Managed assigned categories & brands in Tissues & Absorbents - Fine Facial & Kitchen Tissues & Baby Diapers, revenue $100M+.
• Devise annual Adult Diaper category marketing planning and budgeting, ensuring alignment with business objectives, achieving
20% volume growth YoY and leadership with 35% market share. (2015 vs. 2014).
• Led launch of Fine Baby diapers and 10+ new SKUs in tissues category, contributing double digit incremental revenue growth.
• Drove 27% growth in Baby Diapers category in 2015 through effective portfolio management, campaigns, and in-market execution.
• Pivotal role in developing a counter-attack strategy against high-end competitor Kleenex, driving 12% growth for Fine tissues
portfolio.
• Partnered with Regional Marketing team to develop campaigns, packaging, and NPDs, while coordinating advertising, media, PR,
and activation agencies to deliver integrated ATL/BTL execution aligned with brand guidelines.
• Worked cross-functionally with Sales, Supply Chain, Production, Procurement, and Business Excellence to streamline
operational plans and accelerate NPD execution.
• Led a team of marketing promoters, driving KPI achievement and execution excellence at store level and through direct marketing.
• Promoted to Assistant Category Manager in 2014 end in recognition of strong performance and category growth impact.

* Preparing annual category marketing plan ensuring conformance with company objectives and budget requirements.
* Liaising with Regional Marketing Department on campaign development, packaging design & NPD’s.
* Monitor bi-monthly market research retail audit analysis (AC Nielsen) & Brand Health studies to track market share, market trends,
distribution coverage & opportunities, consumer insights and build/revise focus accordingly.
* Interact with advertising agency, media buying units, PR agencies & marketing suppliers to develop & oversee approval of advertising
materials, BTL activity implementation, event management & other marketing activities ensuring compliance with brand guidelines.
* Manage all business aspects of Adult Diaper category; marketing plans, budgeting, profitability & execution.
* Internal communication with sales, business excellence, supply chain, production and procurement team to streamline and manage
operational plan & NPD process towards achieving category objectives.
* Creating channel plans for new launches & comprehensive marketing support plans in alignment with Channel heads.
* Leading a team of marketing promoters towards achievement of their individual KPI’s and business objectives.

* Successfully managed assigned categories & brands - Fine Facial Tissues, Fine Kitchen Tissues & Fine Baby Diapers.

Categories: Tissues & Diapers | Brands: Fine, Fine Baby, Smile, Nawras
• Managed assigned categories & brands in Tissues & Absorbents - Fine Facial & Kitchen Tissues & Baby Diapers, revenue $100M+.
• Devise annual Adult Diaper category marketing planning and budgeting, ensuring alignment with business objectives, achieving
20% volume growth YoY and leadership with 35% market share. (2015 vs. 2014).
• Led launch of Fine Baby diapers and 10+ new SKUs in tissues category, contributing double digit incremental revenue growth.
• Drove 27% growth in Baby Diapers category in 2015 through effective portfolio management, campaigns, and in-market execution.
• Pivotal role in developing a counter-attack strategy against high-end competitor Kleenex, driving 12% growth for Fine tissues
portfolio.
• Partnered with Regional Marketing team to develop campaigns, packaging, and NPDs, while coordinating advertising, media, PR,
and activation agencies to deliver integrated ATL/BTL execution aligned with brand guidelines.
• Worked cross-functionally with Sales, Supply Chain, Production, Procurement, and Business Excellence to streamline
operational plans and accelerate NPD execution.
• Led a team of marketing promoters, driving KPI achievement and execution excellence at store level and through direct marketing.
• Promoted to Assistant Category Manager in 2014 end in recognition of strong performance and category growth impact.

* Assisting Marketing Manager in planning and executing marketing activities.
* Coordinating with marketing agencies and suppliers on design layout for all marketing materials.
* Preparing periodic retail audit analysis & internal sales review to gauge business KPI’s including profitability.

Categories: Water | Brands: Al-Ain, Delta, Bambini
• Support the launch of baby water & accelerate growth of Al-Ain water, coordinating packaging, marketing materials, in-market
readiness with agencies and suppliers.
• Assisted Marketing Manager in marketing communication development and execution across ATL/BTL touchpoints.
• Preparing periodic retail audit analysis & internal sales review to gauge business KPIs including profitability.