ساكب Shibli

DEPUTY DIRECTOR MARKETING

• أشغل هذه الوظيفة منذ سبتمبر 2019

BAHRIA UNIVERSITY, Pakistan


Key Highlights:
•Developed comprehensive digital marketing strategy of BU & BU Medical & Dental College.
•Initiated outreach programs targeting major Industries and colleges that resulted in many MOUs.
•Developed complete brand guidelines for effective and uniform communication.
•Strengthen PR with print and electronic media resulted in improved media coverage.
•Managed many high profile events/seminars featuring international academicians, industry leaders and researchers.
•Device long term growth strategy to improve international rankings by conducting market & consumer researches.

HEAD OF MARKETING في FAMA HOLDINGS Co

• نوفمبر 2011 إلى أغسطس 2018

DIVERSIFIED BUSINESSES: FMCG, TECH, HOSPITALITY), Saudi Arabia & Gulf
Brands: Al Mohamadia Dates & Confectionary (FMCG), PAR EverServ (USA brand), Sunset Beach Resort etc.


Key Highlights:
•Led FAMA’s brand portfolio and a talented team of 12 members to drive new brand strategies and brand positioning.
•Developed and executed Integrated Marketing Campaigns, digital strategies, Innovation Pipelines, Market Research, Category Planning, P&L Management, ROI Efficiency and Media strategy with a consumer & shopper at the center.
•Re-launched Al Mohamadia dates with a new positioning that resulted in 8% increase in SOM.
•Developed & launched confectionery range (Maamoul- date biscuit) and became 2nd biggest player in KSA within 3 years.
•Implemented sales route reengineering along with brand & retail KPI’s such as Drop size, SDV, SISH etc. that helped in making Al Mohamadia the 2nd biggest brand of KSA.
•Launched PAR EverServ (USA’s Restaurant Management Hardware & software solution) in KSA and later expand it to MENA region and make it one of the largest player in MENA having 450 customers across MENA.
•Gained 12% additional revenue by setting up new pricing of services offered by “Sunset Beach Resort”.
•Assigned additional charge of the export market and gained 300% additional sales volume across Europe, Africa & Far East.

GROUP BRAND MANAGER في NADEC

• المملكة العربية السعودية - الرياض
• فبراير 2009 إلى أكتوبر 2011

Key Highlights:
 Led dairy category ($2.4 billion category) and a team of 6 Brand managers and developed brand strategies which bring NADEC as the 2nd biggest brand in Yoghurt, Fresh milk, UHT milk, Laban and Flavored milk leaving behind Al-Safi Danone.
 Managed a marketing budget of $35 million that was utilized across ATL, activations and digital media.
 Re-launched yoghurt with a positioning & packaging supported with 360 degree marketing leading to 3% increase in SOM.
 Developed unique and a very engaging & interactive digital campaigns for UHT milk in the year 2008 and became a brand of choice among Saudi mothers.
 Re-launched Nadec flavored yoghurt for teens and tweens and gained 2% SOM.
 Developed & launched new Kids flavored milk brand “Nadook” supported by an innovative concept of Mascot.
 As an added responsibility developed and launched an innovative value added juice with the brand name “CAVITA” and gained 10.3% SOM within a year.
 Set up trade visibility strategy for fresh dairy category in coordination with trade marketing. Defined & implemented brand KPI's such as market share, numeric & weighted distribution, Top of the mind awareness, consumer loyalty, aided & unaided awareness, Consumer preference, consumption frequency etc.
 Conducted SKU rationalization study for the brands resulted in increased bottom line by 1.5%.

SENIOR BRAND MANAGER في NADEC

• المملكة العربية السعودية - الرياض
• مارس 2007 إلى يناير 2009

ASSISTANT MARKETING MANAGER في Abdullatif Alissa Automotive Co. (Ex-Dealer of GM)

• المملكة العربية السعودية - الرياض
• يوليو 2005 إلى فبراير 2007

Key Highlights:
 Recipient of “Best Integrated Marketing Campaign in Middle East” awarded by General Motors USA in the year 2005.
 Recipient of Chairman Challenge Award from General Motors USA for the years 2005 and 2006.
 Bagged awards on the best showroom displays among all Dealers in MEA from General Motors USA for successfully developing showroom enhancement program.
 Launched 13 different marketing campaigns in 18 months and became the largest GM dealer in central region.

BRAND MANAGER في Saudi Snack Foods - PEPSICO

• المملكة العربية السعودية - الرياض
• سبتمبر 2002 إلى يونيو 2005

Key Highlights:
 Developed strategic vision for driving Lay’s & Cheetos long term performance through winning across segments and tiers.
 Developed brand re-positioning strategies for Lay’s and Cheetos that brought in 15% and 10% increase in SOM respectively.
 Managed an annual marketing budget of US$ 25 million for ATL and BTL campaigns & with improved P&L.
 Through effective brand strategies gained significant increase in the brand health KPI’s such as TOM, aided & unaided awareness, brand trials, frequent purchase, repeat purchases, brand preference etc.
 Worked alongside Sales operations department in setting up retail KPI’s such as drop size, SDV, SISH, ND and WD.
 As part of Innovations, developed & launched a new variant of Cheetos with the name “Mini Cheetos” for half riyal market and with a concept of “On-the-go” that resulted in 8% gain of SOM.
 Developed and launched innovative local snack brand with the name “Comix” for a lower market segment rural areas.
 Used syndicated and customized consumer and market researches to understand the consumer and market trends.

ASSISTANT BRAND MANAGER في Saudi Snacks Food - PEPSICO

• المملكة العربية السعودية - الرياض
• مارس 2001 إلى أغسطس 2002