Marketing Manager
Red Bull
Total years of experience :16 years, 5 Months
- Expanded marketing activity in Tunisia to WIN consumer’s heart through 3 pillars:
1. Consumer collecting activity establishment with dedicated wings team to recruit new users and trade-up existing ones to various moments of need for Energy Drink reaching 10 000 contacts /year.
2. Occasions Communication: perfected the country-specific advertising plan with the right Media/Digital balance aiming to educate consumers on different consumption occasions.
3. International Sports & Culture Assets roll out, bringing the world of Red Bull to Tunisians and ranked amongst the best in class executions worldwide.
- Acted as the brand guardian by strengthening and customizing the brand execution in the market.
- Led Annual Business Plan process and insured its execution.
- Acted as country manager in the day-to-day - by managing the Distribution Partner to reach BP targets, tracking and delivering monthly reporting (sales, budget, operations, legal and HR).
- Improved key business indicators: Trade and financial sales (+37% Year1) - ND (30% to 50%) - Can Love (20% to 40%) -
- Hired and trained a team of 10 student marketers - digital freelancer - creative agency and events agencies
- Operated local procedures (marketing; sales and HR) to be compliant with Red Bull guidelines
- Led Baby diapers category for NA market weighing 70% of the company business - and outperformed the category split between premium and value within 5 years;
- Successfully managed project deadlines and monitored milestones for all Launch/Relaunch projects (8 in total)
- Generated Best Ever sales and highest GRCB ever for the brand Libero Peaudouce in 2012 & 2013 (6 sizes relaunch)
- Coordinated with HQ marketing division and agency partners to guarantee on time & cost-effective development of 360° campaigns to establish the global brand positioning "Love every moment".
- Communication & other awards: Touch of Love campaign (Best practice 13) Mother’s day campaign ( Pro d'or17) - Libero Peaudouce “Elu Produit de l'année” 2016 & 2017
- Boosted CRM department from basic sampling to more Integrated Activity with moms using new technologies (Real Time Data Collection & Analysis/ Social Media & Mobile Advertising).
- Redesigned the Trade Marketing department with new agile organization & processes helping to implement the right trade plans for a higher ROI scores (6 months mission).
- Hired, Trained a total of 8 people (Brand Managers, CRM, …)
- Acted as internal supplier for marketing and sales by centralizing Market Research scope from briefing to results & recommendations.
- Identified Consumer insights and white spots for concepts ideation at brands level - including One World première for Nadhif Semi-Automatic laundry detergent.
- Defined Media Strategy for all the brands- and its operationalization
- Maximized company media budget by pitching best in class media agencies in Tunisia (2005/2006/2008)
- Operated biggest ever Media campaigns in Henkel Tunisia: Nadhif 100 years (2007); Souplesse (2008); Fa (2008); Nadhif Gold coin (2009))
- Provided Marketing and GM with Analysis & Recommendations in Market Research and Media Areas - empowering management decisions to maintain Henkel leading position (55% VMS Detergent)
- As Market Research coordinator for MENA region (7 months mission), I implemented methodology harmonization across the region and leaded market research simultaneous surveys for regional launches
Co-worked with marketing & sales team to succeed in the launch of the first private TV Channel in Tunisia and to secure income from advertisers with smart sponsorship offers and buying conditions.
Implemented surveys for multiple clients starting from proposals preparation, interviews training and field supervising to results analysis, recommendation and reports delivery.
The Executive MBA of MSB is the only EMBA in Tunisia being internationally accredited by the London-Based Association of MBA and one of the best in Africa. It is a two-year program taught in part-time consisting of 17 modules and a final project. The program allowed me to acquire up-to-date management concepts, via: 1- The acquisition of analytical tools such as statistics, financial accounting, managerial economics. And also the ability to apprehend strategic decisions dealing with the functional areas of business such as Marketing, Finance, Operations Management, Human resources Management… 2- The development of my “soft skills” such as Leadership, Teamwork, Entrepreneurial Spirit, negotiation and Communication. The 4 last months of the Executive MBA were focused on Final project preparation and defense. I worked on a new venture launch - "Kidz'Up" consisting of a platform connecting young/active moms to professional caregivers in FEW easy clicks and insuring availability and quality of service 24/7. The project obtained the best grade ever among all EMBA cohorts from 2004 to 2017 (A grade - GPA= 4.00).
After a baccalaureate of Sciences obtained with honor in 1998, I joined IHEC Carthage, the best Business School in Tunisia and Africa for a 4 years program - to obtain my Bachelor's degree in Marketing with honor (ranked N°2 among my cohort).