Regional Senior Brand Manager
NESTLE ME, CPW Adults Cereal
Total years of experience :11 years, 3 Months
Turned around the Adults cereal category (from decline to double digit growth) through strong turnaround strategy & execution in 10 countries
•Led on a Plan to grow CPW in IRAN with ATL Support, Distribution & share gain plan : Adult brands growing double digit YTD, won CEO proud moment recognition in 2017, & best Digital campaign in Iran in 2018 (the brand page Fitness Iran was the fastest growing FMCG brand page at time of launch.)
Key responsibilities:
•Responsible for the deployment of global communication/promotional assets into the region, providing relevant input to support the strategic development to ensure it is appropriate for the region.
•Ensure the global brand plans are implemented into the region in a manner consistent but relevant with the brand positioning/purpose of the brand.
•Responsible for development of toolkits to roll plans across 13 countries in the ME.
Led long term brand strategy for our salty snacks agenda which bought to life 3 breakthrough innovations to be launched in 2017 onwards.
Key responsibilities:
•Lead long term brand strategy & innovation plans in MENA by setting business plans that are in-line with the overall category's growth priorities
•Delivering synchronized plans between all markets to help deliver volume and equity targets through local relevancy and scale.
•Leading the innovation process “A-to-Z”, from deep consumer understanding, to building strong concepts, to validation, developing full P&L, prototyping, and finally to commercialization and MU-handover, Lead multifunctional teams & Liaise with global HQ office to navigate within the broader global framework and incorporate learnings from around
Fully Led along with Marketing manager on
Managing the biggest snacks category in Pepsico Egypt, Developing brand building programs, working closely with regional stars and brand spokesmen to come up with breakthrough advertising and activation programs.
•Developing multi-tier platform programs and brand strategies executed through huge brand assets and large budgets requiring strong collaboration across diverse stake holders across Egypt and MEA region to ensure regional programs that resonates with consumers across whole region.
Conducting and managing research projects; lifestyles and social trends, food & beverages, automotive, aviation, pharmaceuticals, hair care, oral care, heath care, IT, telecommunication, education, banking...etc •Moderating Focus Groups and in-depth interviews with respondents from all governorates and all social economic classes.
•Generating insights for product positioning, and repositioning of existing products.
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