Marketing Director
Self Employed Consultant
Total years of experience :29 years, 1 Months
Create/Enhance the Corporate/Brand identities
Design the organization’s brands architect
Brief/Assess/Analyze Consumer/Market researches
Create Brand Value Propositions (i.e brand positioning/character/essence…etc.)
Formulate Marketing mix strategies
Develop Marketing/Brand strategies
Establish Communication strategies/plans/activity calendars
Oversee implementation of design, content, and deployment of all marketing materials/activities
Handling all the marketing aspects of all the brands and product portfolio of the company
Major achievements:
Developed the brands’ long-term strategy, created their identity, & generated their marketing strategy which result was:
o almost doubled the brands’ awareness rate from 30% to 57%
o an uplift of the brands’ market position from 4th to 3rd position
o an increase in brand use from 11% to 24%
An exceptional upturn in Gloria essence’s understandability rate from 25% to 67% due to the rectification of its positioning and communication strategy in order to address a confusion of brand’s essence at the consumers’ end
Created the brand architecture of the company brand’s portfolio rationalizing company’s product segments which helped sales’ and logistics’ team focus and, therefore, sales increased by ~ +6%
Orchestrated the relaunch of the Retail Chain company “Al Sharq” into its new, completely revamped, brand “Mozdan“. The latter’s innovative value proposition I invented was highly appreciated by customers as it addressed most of the gaps they faced in the market at competitors
Duties:
Set the marketing strategy of each company according to the Group’s objectives set and market dynamics
Generate the yearly marketing & communication plans and their budgets according to the strategy set
Engender a yearly tiles’ collection based on the worldwide latest trends suiting the local consumer needs
Contribute to company performance effectiveness by participating in identifying short and long-term solutions to issues that hindered the business achievement; providing information and commentary pertinent to deliberations; recommending options and courses of action; implementing directives
Maintain relations with customers by organizing and developing specific customer relations programs; determining company presence at conventions, annual meetings, trade associations, and seminars
Achieve financial objectives by preparing an annual budget; scheduling expenditures; analyzing variances; initiating corrective actions
Select, contact, coordinate, and conduct the deal with the chosen brands and products displayed and sold at Mozdan showroom
Major achievements:
Led the successful migration of Ideal Zanussi (IZ) brand to Zanussi’s (Z) through the meticulous relaunch plan created, organized and deployed by me. This not only has effectively maintained the leading market shares of IZ brand in the Automatic Washing Machine Front Load category, but also acquired a couple of extra share points. As a result of the substantial achievement exceeding all expectations, EMEA’s CEO at HQ in Stockholm granted me an award for the voted #1 Best Business Case in the EMEA Sector
Attained excelling results of the “Easy Tip Campaign” vs the KPIs set: +830% Fans on Zanussi’s Facebook page in 3 months only, +1165% tips received vs tips expected, reached triple the consumers’ number originally set, received 21.4K votes instead of the planned 500 votes…etc. This has positively impacted the brand’s awareness and its likability. As an appreciation of the planning, coordination and campaign’s deployment orchestration, the Marketing VP at HQ in Stockholm has provided me with a recognition letter for the voted 3rd place Best Business Case in the region
Organized & Implemented the consolidation of the company’s brands portfolio into 3 major brands instead of the 10 previously looking after. This was to effectively and efficiently manage company’s efforts and resources which has positively impacted the achievement of the company’s diverse departments
+15% increase in IZ AWM FL sales as a result of the plan, organization & implementation of the communication of its major strategic launches (7kg & 6kg + 10kg & 11kg) which was in line with the evolved consumer needs.
Duties:
Ensure achieving the company’s EBIT as a member of the Management Board
Create the yearly strategy of the company’s brands considering the market dynamics and the company’s objectives
Develop and supervise the implementation of the yearly Integration Marketing Activity Plan (IMAP) which includes: communication, Trade Marketing, Digital and research activities
Contextualize consumer and brand attribute performance vs KPIs, category and key competitor’s evolution
Lead the Brands’ management: ensure appropriate build up and focus on mega brands based on consumer insights & developments (general consumer trends, consumer needs & demands… etc.); continuously assess & identify market opportunities to improve Brands competitive positioning and enable the growth of the Group’s portfolio
Create and ensure the implementation of a coherent and integrated marketing policy throughout the Group relating to brand management, channel management (for creating demand) and marketing communication to ensure consumer demand’s and Group objectives’ achievement
Develop/update the Marketing Planning Process (MPP) - the budget & Monitor its implementation
Create the yearly digital marketing strategy and its plan and closely observe its deployment vs the objectives set
Monitor brands objectives are constantly met and identify deviations (and root causes) and recommend actions to maintain or increase competitive strength
Develop consumer research yearly plans according to business requirements. Subsequently, manage to conduct the required research and ensure results are delivered in a timely manner
Supervise the constant exploration of the market dynamics and its regular analysis to aid in the company’s strategic decision taking
Manage the relationship between the team at HQ at Stockholm and the company and ensuring a smooth periodical updating and reporting system is constantly applied
Lead the retail audit report process through supervising the tabulation, analysis, and the report issuing to relevant stakeholders
Supervise, guide and coach a team of 45 members (Brand, Communication, Research, Trade Marketing & digital)
Brands handled (All categories of the following brands): Electrolux, Zanussi, Olympic Electric, Ideal, Ideal Zanussi, & Frigidaire
Duties:
Set the yearly communication strategy of all brands handled
Develop the yearly profitability budget per brand
Ensure the right strategy is being implemented across the year
Assess competitors’ activities and accordingly recommend to Client a course of action in case needed
Direct, supervise, guide and coach a group of 4 account handlers: two Senior Account Managers, one Account Manager and one Account Executive
Accounts handled: Pepsi Cola International: Pepsi, Diet Pepsi, Pepsi Max, 7Up, Mirinda, Mountain Dew and Aquafina
Major achievements
Revamped Applebee’s image in the Kuwaiti market transferring it from being a restaurant negatively perceived to a one that is highly perceived and appreciated. This was due to the marketing strategy I have meticulously set, and the relevant plan selectively developed. The result of which was a significant increase in restaurant’s traffic and, sales. Accordingly, Applebee’s Global Marketing Director from HQ in the USA has granted me the “Applebee’s Globe Award”. I was the 12th to be granted this award worldwide and 2nd in the Middle East throughout 30 years since Applebee’s was founded
As the Applebee’s communication developed by me in Kuwait was strategically fitting the Brand the most in the region, Applebee’s International decided to adopt it in the other Gulf markets as well as in some international ones
Duties:
Develop the brand strategy of each of the brands handled
Create the Marketing yearly plan and activity calendar for each of the brands handled to achieve the business objectives and sales targets set
Prepare/Organize all aspects related to the launch/relaunch of all restaurants
Create the integrated brand identity of G Café and the Sea Food restaurant (i.e. brand name, outlets look, outlets furniture…etc.)
Manage and supervise the deployment of the marketing mix for the whole portfolio handled
Evaluate changing market conditions relating to category management, image, pricing and competitor activities
Supervise, guide and coach an Assistant Marketing Managers, a Marketing Officer and an in-house Graphic Designer
Brands handled: Applebee’s restaurants, Burj Hamam restaurant & Boost Juice Bars
Duties:
Develop Brands’ strategy/portfolio based on market dynamics’ analysis and range profitability to secure its growth
Develop and follow-up on the execution of the annual brands marketing/launch plans and activities
Develop the yearly sales forecast and update it on monthly basis according to market dynamics and consumer needs
Assess Brands’ performance in the markets handled and recommend course of action to enhance results obtained
Manage and follow up on all aspects of the marketing mix (i.e. advertising, packaging, trade & consumer promotions, animations & product launches)
Supervise, and coach a Brand Manager and a Technical Manager
Brands handled: L’Oreal Professionnel Paris: Hair Coloration: Majirel Family, Diacolor Gele, Diacolor Richesse & Bleaching. Hair Care: Serie Expert Shampoos, Conditioners, Masks & treatment. Hair Style: Tecni Art Gels, Mousses & Sprays. L’ Oreal Paris Hair Coloration: Excellence, Preference, Casting and Feria. Garnier Hair Coloration: Nutrisse & Color Naturals. Garnier Hair Care: Fructis Shampoos, Conditioners & Masks. Garnier Hair Style: Fructis Gels, Mousses & Sprays.
Markets handled: UAE, KSA, Kuwait, Oman, Yemen, Qatar, Jordan, Bahrain & Pakistan.
Duties:
Develop the company’s short, medium, and long-term marketing strategy’s outline
Initialize a 3 years marketing strategy/activity plan for the main distributors
Consolidate the portfolio according to consumers’ needs and market gaps analysis
Adjust the forecasting system to ensure procedure’s smoothness, effectiveness and precision. Therefore, attain more accurate and reliable figures
Develop a brand strategy for company’s portfolio
Expand the portfolio through launching NPDs addressing consumers’ needs and filling gaps in the portfolio
Brands handled: Masterbrand, Moulded, Countline, Sugar, Gum and Chocolate Drink.
Markets handled: GCC: UAE, KSA, Kuwait, Oman, Qatar & Bahrain / Levant: Lebanon, Jordan, Palestine / Cyprus & Iraq
Major achievements:
An increase of +39% of Eclairs’ sales - a sugar product - as a result of my suggested strategy of changing main elements of the product mix addressing trade/consumer needs
An increase of over +50% of total Moulded segment sales through introducing a new SKU and improving the packaging of the existing ones as per my recommendation. This increase has achieved a 100% line’s utilization and caused capacity limitation
Initiated and implemented the Masterbrand (Corporate) communication strategy and activity plans
Was part of the Value Based Management (VBM) team whose responsibility was to assess the strategic positioning of the company and suggested an amended company’s strategy based on a benchmark against competitors and the market situation
Developed a forecasting system to ensure it is as accurate as possible which result was a better audit and analysis of the actual sales vs the forecasted one. This has aided the board of directors in their decision making in relation to future marketing and sales investments
Duties:
Develop and execute the annual brands marketing plan, direct sales and marketing activities to ensure the achievements of the business objectives and sales targets
Manage and supervise all aspects of the marketing mix for the company portfolio
Evaluate changing market conditions relating to category management, image, pricing and competitor activities
Train, manage and motivate 2 brand managers and 1 designer
Brands handled: Masterbrand, Moulded, Choclairs/Eclairs & Bim Bim Jelly. This is in addition to being in charge of the company’s entire portfolio for about one year.
Accounts handled:
Daewoo Motor Egypt, Emirates Airlines, Fromageries Bel (La Vache Qui Rie & Kiri), Vodafone (Click GSM), General Motors Egypt (trucks & passenger cars), Gillette, Eveready (Energizer & Eveready batteries), Cairo Sheraton, Parker, and Oral B.
Good Grade