Tarek Elgendy

Reporting into Decorative Segment Director
• Responsible for achieving volume, value, profit & market share targets in Retail & Projects segments
• Managing a team of 34 marketing resources ( 7 direct reporters ) within 4 functional areas ( product categories / Communication & PR / Retail & color marketing )

Key Achievements
• Achieving company top & bottom line targets for 5 successive years (2019 - 2023)
• Establishing Saudi paint market leadership with 10% gap vs 2nd position
• Successful launching of 10 product innovations in both Interior & Exterior paint categories
• Winning several best executions awards for Saudi within Jotun MEIA region
• Supplying several Iconic projects in Saudi ( NEOM, Qiddiah, Jeddah airport )
• Restructuring & developing talent pool within the marketing department to build high performance team
• Upgrading Jotun retail network (470 shops) & improve customer shopping experience
• Improving Jotun brand TOM awareness reaching 60% through communication campaigns

Reporting into General Manager
- Managing all FINE categories (Facial, Toilet, Kitchen, and Baby & Adults Diapers) in KSA.
- Responsible for achieving volume, value, profit & market share targets.
- Managing a team of 9 marketing resources.
Key Achievements
- Establishing Fine ( facial category ) market leadership & widening value share gap vs main
competitor (Kleenex) to almost double ( 33 % vs 17% ) over 3 years.
- Successful turnaround of baby diapers category & growing value share from 1% to 4%
- NPD of local initiative (Fine Fluffy) in mid 2016 reaching 8% MS of facial category.
- Creating new processes for KSA that was applied across all BUs ( Launch tool kit - Monthly
Activities Communicator - Modern trade promotion dashboard )
- Launching Self service channel upgrade program (MSL -Visibility-Activation) leading to
growth of 118% ( 2017 -2018)
- Upgrading marketing department talent pool

-Managing marketing plans across categories for 30+ countries including MENA, Central & South Asia, Canada.
-Key operating categories are Honey, Frozen Pastry, Frozen Convenience food, Frozen meat products, Frozen Vegetables.
-Developing new Categories in line with company expansion strategy.

Reporting to General Manager Countries / Marketing Director.

- Assessments of marketing opportunities in nascent markets ( Sudan, Iraq, Syria)
- Developing new markets such as launching new products / business models.
- Build understanding of the target market using extensive market/consumer research & competitive intelligence.
- Using the research findings & consumer insights to formulate a winning marketing mix.
- Developing new brand ATL communication to suit local markets
- Design & Execute relevant & engaging BTL activity using regional & local agencies.
- Establishing strong market entrance & placing intermediate & long term plans for building brand equity & market share acquisition.
- Growing sales and profitability across Mashreq nascent markets.
- Researching different sales channels and approaching potential new customers.
- Formulating strategy, forecasting sales growth, developing import and export opportunities.
- Drafting & follow up project networks & managing multifunctional task force.

Building Local Understanding of consumer, customer & shopper.
Category Building & establishing channel priorities.
Brand Marketing Planning to enhance brand equity.
Managing Launch & relaunch planning & execution.
Applying proper communication to local market in alignment with global vision.
Customer Marketing & Management of POP

Head of Merchandising department, reporting to Sales director.

-Managing total company portfolio visibility & shelf management (14 brands in 8 categories).
-Managing 7 countries with 250 field merchandisers, supervisors & area managers.
-Managing POS (point of sales) design & production agencies.
-Managing Launches & relaunches visibility execution.

▪ Responsible for management of sales of Taxotere, Campto & Granocyte in region of Cairo & Upper Egypt.

▪ Responsible for sales & promotion of Taxotere in Alexandria, Behira & Kafr El Shiekh. ▪Developing & maintaining market leadership in key accounts & private sector.
▪ Oncology unit Top Performer for 2002

▪ Responsible for sales & promotion of Vioxx & Fosamax in Alexandria & Behira.
▪ Responsible for arranging group presentations & seminars for the key opinion leaders in the area as a Scientific Health Associate.
▪ Member of MSD Egypt Elite Club for the year 2000.