Sara El Kinawi

As a Brand Manager, success hinges on the ability to meld market insights with creativity, orchestrating campaigns that resonate deeply with
consumers while driving tangible growth for the company.
Value Added Results:
▪ Defined and shaped the brand's long-term strategy, ensuring alignment with company objectives and market trends.
▪ Designed, executed, and evaluated marketing and advertising campaigns to increase brand awareness and equity.
▪ Continuously monitored, analyzed, and reported on consumer preferences and sales trends to forecast potential shifts and demands in
the frozen food market.
▪ Allocated, managed, and optimized the brand's budget to ensure cost-effective marketing initiatives.
▪ Worked closely with R&D, Sales, and Production teams to ensure the brand's voice and values are consistently conveyed at all
touchpoints.
▪ Oversaw the brand's digital presence, including social media platforms, e-commerce, and other online channels, ensuring a cohesive
online identity.
▪ Coordinated and managed the introduction of new products or product lines, ensuring they align with the brand's image and cater to
consumer needs.
▪ Regularly studied competitors' brands to identify potential threats or opportunities in the market.
▪ Guided, mentored, and led the brand team to ensure campaigns and projects are delivered on time and on brand.
▪ Maintained open lines of communication with company stakeholders, updating them on brand performance, initiatives, and market
insights.

• Handled a qualitative and quantitative market research to understand target audience
• Initiated an influencer marketing plan to generate sales and drive brand awareness
• Planned an offline and online digital marketing plan to achieve Marketing KPIs
• Established an attractive visual branding of amal ecommerce website to drive traffic
• Achieved a smooth online user experience by developing content and messaging
• Founded the ecommerce platform’s social media accounts and content
• Attained possible local partnerships to recruit new users using coupon codes
• Coached a team of six members to establish the ecommerce platform launch
• Expedited the launch of B2C & B2B startups across the middle-east

• Managed Homecare Category: Sunlight, CIF, Comfort
• Increased the Home Care Volume Share by 0.3% across Traditional Trade Channels
• Led the innovations to build the brand portfolio, contributing of 25% growth for Home care in Egypt
• Audited the category profit margin and increased it by 1%, by decreasing the formula cost
• Budgeted the marketing plan, in terms of promotions and in-store activities, with ROI of 30%
• Created new positioning for Comfort and refined its unique selling proposition in coordination with R&D
• Planned Above & Below the line activities as TV & Activations, growing off-take by 4% in channels

• Generated new products concepts, penetrating new segments & improved sustainability rate by 25%
• Pioneered projects achievements by leading global projects, launching innovations in local markets
• Accelerated the growth of local market sales by 2% by providing innovations in different segments

Redesigned the branding of two brands and their in-store material, contributing of sales growth by 1%
* Arranged a detailed market research, to understand Saudi market and target audience
* Conducted strong relations with distributors in the Middle east, resulted in strong markets’ knowledge
* Coordinated with the Global team, to prepare a local Saudi TV copy aligned with brand guidelines

Contributed in almarai’s market share growth to reach 14% vs. the Big Fish
* Allocated yearly & monthly budget to increase brand health KPIs by 0.5% and monthly sales by 2%
* Executed on-ground & online activities, increasing brand awareness by 2% & channel sales by 25%
* Supervised monthly demand planning and volume forecast meetings to achieve higher volume by 30%
* Launched a new product innovation (flavored milk) achieving higher profitability by 3% for milk portfolio
* Prepared brand audit reports to track Brand equity, Brand health tracker, campaigns evaluation

Arranged Usage & Attitude market research studies, Focus groups to collect better consumer insights
* Developed Social Media content with other functions coordination, increasing engagement rate by 4%
* Coached in-store ushers, promoting offers, increasing sales by 6% & recruiting more users by 2%
* Branding new packaging positioning and usages supported online & with onground activations
* Mastered the GCC markets understanding, along with market managers, achieving strategic targets
* Evaluated TVC, Radio Media plans for Egypt & GCC region, reaching higher sales by 6%

• Analyzed categories performance in terms of pricing, shares, distribution and turnover rate strategies
• Prepared detailed analytical Retail Audit reports and identified strategic solutions to clients’ challenges