Deputy Marketing Director
Pure Beverages Industry Company
Total years of experience :13 years, 3 Months
Managed the Marketing Department, which consists of 24 members with 5 main sub-divisions (Brand Management, Trade Marketing, Creative and Digital and Customer Service).
Planned, directed, and coordinated marketing efforts.
Developed brand guidelines for 3 different brands.
Developed the yearly budget for all working and non-working direct marketing expenses.
Developed and managed advertising campaign for ATL, BTL and TTL.
Was responsible for all brand P&Ls and annual A&P for all marketing functions.
Built brand awareness and positioning strategies for 3 brands.
Developed Route-to-Market / Trade Marketing plan including channel classification, retail audit, pricing and promotion plan.
Oversaw social media marketing strategy, digital presence and content marketing.
Oversaw the digital posting strategy, performance reporting (Social Bakers) and social listening (Digimind).
Organized company trade shows and major events like Gulf Food 2022 and Saudi HORECA 2022.
Developed and approved all carton / label / shrink designs as per technical drawings provided from production line supplier (Krones) for 3 brands.
Supported sales and lead generation through e-commerce and brand activations.
Overlooked strategic contracts with external partners.
Managed and planned marketing research and intelligence to support ideation and business cases.
Developed the overall strategic brand plan, deliver market share, volume and profit objectives, and building the brand equity measured via consumer tracking.
Marketed products by conducting market research, overseeing product development and design, setting prices, launching new products.
Supervised advertising campaigns and monitoring sales performance.
Liaised with advertising agencies. Supervised their activities in order to develop and deliver on time along ATL & BTL brand advertising.
Planned and executed Trade and Consumer Promotions.
Developed trade marketing initiatives to support General Trade and Modern Trade sales.
Drove category growth via 6Ps execution and maximize profitability via 5Ps execution.
Planned and reported annual budget, quarterly, mid-year and full-year commercial business review.
Built new customer database and re-establish all TT routes with geocoding.
Key Highlights: (Increased Volume / Value share in Jeddah from 6.5 to 11.2 and from 4 to 9.2 JJ 18’ Vs. JJ 19’ respectively. Increased ND and WD in Jeddah from 25.1 to 68.6 and 46 to 77.5 JJ 18’ Vs. JJ 19’ respectively.
Planned product launch starting from product design, target market selection, marketing strategy, and promotions.
Analyzed retail audit data (AC Nielsen) to identify trends and opportunities.
Prepared annual marketing and sales support plans inclusive of trade and wholesale channels with reference to sales forecasts and targets.
Developed new product lines, logistics solutions, and new sales opportunities.
Prepared and allocated yearly marketing budget in collaboration with other brand managers.
Recruited a team of 20 people in 4 Marketing sub-departments out of which 5 were direct reporting lines. (Customer service, Brand image, Promotions, and market research departments).
Managed and communicated marketing and sales strategies and opportunities for a total of 23 distribution centers in the Kingdom of Saudi Arabia.
Represented the brand image in KSA by ensuring proper branding, staff uniform and guidelines for preserving proper brand image and ensuring proper product display.
Introduced 9200 number instead of the 800 number, increasing the capacity of the call center from 7 analogue lines to 20 SIP lines and handled technical troubleshooting.
Coordinated promotional activations and sponsorship events.
Participated and directly engaged in the new corporate identity launch and PoS material allocation for Nova new corporate identity and Appletiser.
Participated in product launch of (Holsten Cranberry, Holsten Black Grape, Nova 8 Liters, and Appletiser.)
Established 2 new departments within the marketing division (Promotion Audit and In-house Research. Manage 10 people out of which 2 direct reporting lines.
Prepared yearly Power Horse and Holsten marketing and promotion plans.
Prepare retail audit reports
Supervise marketing campaigns (newspaper and magazine ads, mupi and mall displays, online activation, bulk emailing and sms)
Follow up on sales reports, promotions, and payment reimbursement.
Scheduled visits to stores to ensure proper product display on shelves and fridges.
Prepare rental agreements and supply purchase agreements for Horeica clients and other outlets. (Restaurants, Bagalas, Cafes, Hotels…).
Liaising among HQ and our branches in Riyadh, Jeddah, Madina, and Dammam; and our six agents in remote areas (Khamis, Hasaa, Qassim, Mekkah, Jazan, Najran, Hail, Tabuk).
Courses: Financial Marketing and Institutions, Operations Management, Credit and Risk Analysis, Investment Management, Risk Management in Financial Institutions, Strategic Management, International