Senior Brand Manager - Levant, Lower Gulf, Iraq
Ulker International
مجموع سنوات الخبرة :19 years, 7 أشهر
• Provided regional marketing strategies & annual activities for the assigned Chocolate & Biscuit brands ($80M portfolio) and communicated them to both internal and external partners.
• Managed a yearly marketing budget of $5.5 million.
• Owned the brand’s monthly KPIs (budget reports, marketing plan update, media scene, retail audit analysis).
• Worked closely with cross functional teams to plan and implement product launches & campaigns in-store, and implement specific store/country activations.
• Worked closely with communication partners (creative, media & digital agencies) to implement the annual activity plans.
• Initiated & conducted researches in Lebanon, Iraq, UAE & Kuwait to build a clear picture of the categories’ and brands' development and behavioral terms at consumer levels.
• Developed 6 consumer promotions campaigns in 2 years for the region.
• Managed the relationship with Ulker international head office marketing team to align on brands strategies and platforms & identify opportunities for growth.
Achievements:
• Developed and implemented Alpella chocolate consumer promotion in 2013 across 7 countries in Levant, Iraq & Lower Gulf increasing sales during promotion period by 34% vs 2014 average monthly sales. Reached as well 400k consumers in UAE, Iraq & Lebanon through on ground activations & sampling.
• Increased Ulker Petit Beurre sales by 15% in Lower Gulf region through a consumer promotion during key Ramadan Period.
• Achieved record monthly sales in Iraq & Lebanon for Biskrem during new brand platform campaign launch (Lebanon +55% vs SPLY, Iraq +45% vs SPLY).
• Achieved top spontaneous awareness scores for Biskrem brand in Lebanon & Iraq.
• Developed a platform & promotion for kids in Lebanon for Halley brand through partnership & licensing with Fundación Real Madrid which increased sales by 65% vs SPLY.
• Initiated digital engagement with our consumers on digital platform in ME: +140K fans on Biskrem Arabia and +104K fans on ÜlkerBiscuits Arabia and +400K fans on AlpellaArabia Facebook Fan Pages from zero in 2 years.
Portfolio of accounts: Henkel, Axiom Telecom, Galaxy & Al Ghurair Foods
• Developed integrated marketing communication plans for Henkel (DAC Disinfectant brand), Axiom Telecom (All Smartphones launches within UAE).
• Worked with Business Director on developing innovative advertising strategies.
• Improved client/agency practices by implementing new operational processes.
• Managing a team of 2 account managers (daily follow up, training, career development).
Achievement:
Implemented new internal operational process & fast track structure that resulted in higher agency profitability for the assigned accounts.
Portfolio of accounts: Nestle, Mondelez, Ulker & Friesland Campina
• Led the development of 6 communication campaigns across the region for Mondelez(Philadelphia & CCS Original Cheese), Nestle(Quality Street & Kit Kat), Ulker (Tea Biscuit & Biskrem).
• Prepared market & competitive reports for chocolate, biscuits & cheese categories.
• Oversaw production of 8 TVCs across business portfolio in addition to various photo-shoots.
• Led a team of 2 Account Executives.
Achievement: Increased FMCG business revenue by 30% for the agency through acquiring Ulker account.
Portfolio of accounts: Aldar Properties, Monster.com
• Contributed in the launch of Hoyamal corporate campaign for Aldar Properties resulting in strong brand awareness
• Handled daily operational processes. Issued creative and media briefs, followed up on projects and issued cost estimates.
• Organized competitive review sessions with Media and Client.
• Participated actively in TVC production.
• Managed and organized work efforts to exceed sales goals set by management.
• Maintained business relationships & controlled the day to day shipment activities of key accounts.
• Identified new business opportunities.
• Handled and developed relationships with media buying agencies.
• Generated new business leads and achieved monthly sales targets.
• Coordinated all sales activities with direct clients and agencies.