Tania Chelhot

make up

• Brand Marketing Manager MEA & Turkey: Rimmel make-up- Consumer Beauty Division

- Handling a leading cosmetics make-up brand in the MEA and Turkey markets with a focus on UAE, KSA.
- Elaborating the business plan of the brand to open a new market with estimated turnover weight of 35% of actual business
- Handling the P&L and marketing budget of the brand in order to optimize marketing investments and ROI.
- Proposing Regional and tailor made strategies to increase sell-out and Market Shares of the brand.
- Managing the Media plans, Digital, PR, influencers’ strategies by developing creative 360 degree campaigns linking Online
to Offline activities; Social media and engagement +790% vs. Y-1
- Managing and coaching the Assistant Brand Manager.

Senior Regional Brand Manager: Kérastase - Professional Products Division - Handling Levant countries: Lebanon, Jordan, Iraq Syria

- Handled the number one Luxury hair care brand in the Levant and maintained its leadership position
- Conducted the launch of the brand in a new Market: Business plan, Budget allocation, P&L, implementation strategy,
+140% vs. Y-1.
- Developed the strategy and implementation of an inexistent category within the brand.
- Developed luxurious flagships for top clients to maintain the high end image and visibility of the brand.
- Proposed tailor made solutions to ensure evolution of each client: Innovative services and rituals to boost sell-out.
- Negotiated top clients' contracts and handling their account in direct to have deeper market insights (B2B)
- Selected to conduct trainings and seminars to clients to strengthen brand image and knowledge.
- Managed and trained Junior Product Manager and intern.

Senior Regional Brand Manager: Garnier Skin Care & Deodorants - Consumer Products Division - Handling Levant countries: Lebanon, Jordan, Iraq Syria

- Handled the number one Face Care brand in the Lebanese market in addition to Garnier Deodorants.
- Repositioned the Garnier Skin Care line by adapting communication assets to Levant market needs, increasing Market shares by 4% and acquiring over 200, 000 new customers; expanded the whitening segment by 110%.
- Guided an effective B2B operation to support Deep distribution initiative that now serves as a Business Model for implementation in the Region.
- Developed the concept strategy of the launch of a Body Care Category that was still inexistent in the Middle East.
- Analyzed brands and business performance to increase Market Shares and Profitability (Strategic Planning)
- Conducted Market Research and Analysis (Business channels, deep understanding of competition, Retail Audit)
- Developed creative of POS material for distribution and product visibility.
- Liaised continuously with the sales team to insure awareness about brand image, tactics, vision and strategy.
- Managed and trained Junior Product Manager and intern.

Regional Brand Manager: Garnier Coloration, Deodorants & LASCAD- Consumer Products Division

- Handled the number one Coloration brand in the Lebanese market: Color Naturals, in addition to two other brands.
- Managed 65% of Garnier total sales in Lebanon, Syria and Iraq: Developed the brand strategy and implemented it in each
country (176% evolution Total Levant)

- Selected the Regional Spokesperson for Color Naturals Coloration and led a 12-person team in the conception and shooting of TVC, Outdoor and Digital campaigns for 9 Middle Eastern countries in conjunction with ad and PR agencies in Lebanon,
Dubai and France.
- Led the packaging process/ artwork of Color Naturals for the Middletown East; voted "Product of the year" in 2012 by the
Lebanese consumer.
- Conducted Consumer Research and Analysis: U&A and Call backs in Lebanon, Syria and Iraq
- Developed the strategy of Garnier Mineral Men Deodorant launch and implemented it in the Levant
- Achieved highest market shares records on Hair Coloration and Deodorants
- Reporting to Marketing Manager

Brand Manager: Garnier Shampoos & Deodorants - Consumer Products Division
- Analysis of Deodorant market and its different segments for the launch of a new strategic brand in Lebanon (Garnier Mineral
Women) and implementing it on the Market - First country to launch the brand in the Middle East
- Analysis of Shampoo market and reworked the strategy of Ultra Doux (Format complexity vs. Market)
- Handled marketing and media budgets (Business drivers), operations and strategies of the brand
- Set different marketing strategies and activities for all business channels
- ROI analysis and strategy implementation evaluation
- Achieved the growth of Deodorant brands (205% evolution - Total category)
- Reporting to Marketing Manager