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Sebastien Gruere, Regional Managing Director

Sebastien Gruere

Regional Managing Director·Royal Sky

United Arab Emirates

Master's degree, Marketing & Communication

Work experience

Total years of experience: 24 years, 7 months

Regional Managing Director

July 2020 - Present

Royal Sky

Al Ain, United Arab Emirates

I found this job using Bayt.com

July 2020 - Present

- Establishing the Group’s vision & strategy, focusing on helping customers and partners grow and achieve a better life, with a clear shift towards tech and innovation
- Structuring the Group, creating and recruiting a clear organization, setting up functional leaders and expertise, Finance, HR, IT, Legal, Group compliance and Governance, Processes & Policies, Business Planning, and optimizing companies’ architecture, deeply changing organizations
- Managing strategic partnerships with the companies’ shareholders and prospects
- Driving the Group’s seeding strategy, exploring different new business opportunities in various fields, resulting in the launch in 2021 of a consulting firm in Giza, Egypt and a cloud kitchen business in Dubai, UAE, and in 2022 of a digital marketing agency in Giza, Egypt
- Running the Group’s businesses, overseeing all areas, functions, and industries: IT & digitalization, Education E-learning, Construction, F&B and cloud kitchen, Consultations and business solutions, Marketing Agency. Achieving a July 2022 YTD top line growth of +161%, and bottom line over +400%
Company industry:
Business Support Services
Job role:
Management

Sales & Marketing Director

January 2016 - February 2020

Saint Vincent Group

Dubai, United Arab Emirates

January 2016 - February 2020

- Developed a 10-year strategy to build sustainable growth, directly leading to a+50% NSV growth in 2019
- Led and grew the scientific, sales and marketing teams from 8 to 30 members, improving processes, planning and execution, expanding distribution from 200+ to 400+ customers, to achieve +40% NSV growth in 4 years in a challenging market environment, and aiming at reaching over USD 30 million in 2020
- Started distribution in Modern Trade, reaching leading positions in 2 categories in the UAE in less than 2 years
- Launched a new digital strategy, with the creation of an e-commerce and incentive schemes to pure players
- Achieved marketing best practices for key brand Royal Canin, on and offline, from merchandising and visibility to events, social media interaction, D2C strategy and online recruitment campaign including SEO and SEM resulting in 20% sales growth in key target product categories
Company industry:
Pet Supplies
Job role:
Management

Regional Marketing Manager

January 2011 - December 2015

Imperial Brands

Dubai, United Arab Emirates

January 2011 - December 2015

- Built a new marketing team, lead the region planning process, in charge of a total A&P budget of USD 20 million
- Developed regional marketing plans, repositioning West as our key value brand in the GCC, growing its market share +3pp in 2015, and revamping Davidoff through key regional packaging innovation, communication and activation campaigns, leading to an increase of activation strike rate +50%, consideration +10pp and sales +8%
Company industry:
Tobacco Products Manufacture
Job role:
Marketing and PR

Jordan Market Manager & Levant Marketing Coordinator

April 2009 - February 2011

Imperial Brands

Beirut, Lebanon

April 2009 - February 2011

- Managed the confrontational renegotiation of the Jordan production/distribution agreement, resulting in a much closer control of activation’s execution and A&P spending, NSV growth of 30% and Profit growth of 50%
- Initiated a portfolio step-change in Iraq, and built brand equity in Lebanon through innovative activation to achieve record 30% market shares in Iraq and 23% in Lebanon
Company industry:
Tobacco Products Manufacture
Job role:
Management

Jordan Market Manager & Levant Marketing Coordinator

April 2009 - February 2011

Imperial Brands

Beirut, Lebanon

April 2009 - February 2011

- Managed the confrontational renegotiation of the Jordan production/distribution agreement, resulting in a much closer control of activation’s execution and A&P spending, NSV growth of 30% and Profit growth of 50%
- Initiated a portfolio step-change in Iraq, and built brand equity in Lebanon through innovative activation to achieve record 30% market shares in Iraq and 23% in Lebanon
Company industry:
Tobacco Products Manufacture
Job role:
Management

Country Manager Lebanon & Jordan

October 2004 - March 2009

Altadis

Beirut, Lebanon

October 2004 - March 2009

- Transformed the distribution partnerships, deeply changing the sales team’s roles and responsibilities, with first handheld CRM, leading to an increase in availability up to +20%
- Improved key brands’ image, through Lebanon and pan-Arab media plans and increased HORECA activation, with A&P yearly budget of USD 4 million, leading in 2008 to record consolidated sales of USD 35 million
Company industry:
Tobacco Products Manufacture
Job role:
Management

International Marketing Coordinator

March 2003 - September 2004

Altadis

France

March 2003 - September 2004

- Developed the global duty free marketing plans, including portfolio, activation and communication, growing sales +22% in 2004, and including one yearly activation that was awarded “best Duty Free promotion” by professionals in the world duty free convention in Cannes in 2005
Company industry:
Tobacco Products Manufacture
Job role:
Marketing and PR

Brand Manager Maybelline

July 2000 - February 2002

L'Oreal

Dubai, United Arab Emirates

July 2000 - February 2002

Reworked the full mix to answer the needs of very different consumer profiles, audited & trained the dedicated sales
force of the distributors to increase reach and advocacy, recommended a business model change to accept product
returns, resulting in a 20% sales’ rebound in 2002
Company industry:
FMCG
Job role:
Marketing and PR

Education

ESCP BUSINESS SCHOOL

December 1999

December 1999

Master's degree, Marketing & Communication

France

,

PARIS DAUPHINE UNIVERSITY

September 1998

September 1998

Bachelor's degree, Business Administration

France

,

Skills

Relationship Management
Expert
Relationship Management
Expert
Marketing
Expert
Marketing
Expert
Sales
Expert
Sales
Expert
Team Management
Expert
Team Management
Expert
Strategic Insight
Expert
Strategic Insight
Expert
SALES
Expert
SALES
Expert
MARKETING
Expert
MARKETING
Expert
BUSINESS DEVELOPMENT
Expert
BUSINESS DEVELOPMENT
Expert
COACHING
Expert
COACHING
Expert
TEAM MANAGEMENT
Expert
TEAM MANAGEMENT
Expert
P&L MANAGEMENT
Expert
P&L MANAGEMENT
Expert
ANALYTICAL SKILLS
Expert
ANALYTICAL SKILLS
Expert
STRATEGIC THINKING
Expert
STRATEGIC THINKING
Expert
RELATIONSHIP MANAGEMENT
Expert
RELATIONSHIP MANAGEMENT
Expert
CHANGE MANAGEMENT
Expert
CHANGE MANAGEMENT
Expert
LEADERSHIP
Expert
LEADERSHIP
Expert
COMMUNICATION
Expert
COMMUNICATION
Expert

Languages

English
Expert
French
Native Speaker