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wael shaban, Marketing and Trade Market Development

wael shaban

Marketing and Trade Market Development·Saudi Coffee Company PIF

Saudi Arabia

Bachelor's degree, business management

Work experience

Total years of experience: 19 years, 5 months

Marketing and Trade Market Development

August 2022 - Present

Saudi Coffee Company PIF

Riyadh, Saudi Arabia

August 2022 - Present

Responsible for: FMCG companies Marketing and Trade Market Development
• Business development through marketing transformation program through market insight and needs mapping, re positioning the brands, launching products to fit the brand purpose, set pricing and route to market strategy. develop NPD
• Build brand equity through brand positioning and communication.
• Brand and business development on a project basis.
• P&L and drive profitability.
• Set long term plans and next year AOP. Key Achievements:
• Kosk retail stores
• Flyadeal, direct communication
• Saudi Industrial Detergent company
• JAK delivery application
• United Cell services company
Company industry:
FMCG
Job role:
Marketing and PR

Category Manager

October 2020 - July 2022

Ulker

Jeddah, Saudi Arabia

October 2020 - July 2022

Responsible for:
• Localize international brands to suit market demand.
• Lead risk management and mitigation plans with cross functional innovations and existing production lines across the world to recover business loss due to Turkish import pan. Key Achievements:
• Re-launch Biskrem, Halley and Choco Sandwich as brand
• Recover 65% of business loss due to Turkish pan.
Company industry:
FMCG

Category Brand manager

January 2020 - December 2021

pladis

Jeddah, Saudi Arabia

January 2020 - December 2021

Ulker brand marketing manager
Company industry:
FMCG
Job role:
Management

Senior Brand Manager Bakery

October 2017 - October 2020

Almarai company (Gulf)

Riyadh, Saudi Arabia

October 2017 - October 2020

Responsible for:
• Development brand and trade marketing of Bakery packaged Market through Lusine bread.
• Set 5 years strategy and yearly brand strategy for the bread category with proper building blocks by channel, required to achieved objectives.
• Manage 360 Communication of Lusine with communication team.
• Plan and implement brand strategies and tactics with cross functional team. Key Achievements:
• Launch of Bran bread
• Plan promotion calendar for Lusine and cross category promotion
• Launch Small loaf Sliced bread.
Company industry:
FMCG

Senior Brand manager

October 2017 - October 2019

Almarai

Riyadh, Saudi Arabia

October 2017 - October 2019

lusine Senior Brand manager
Company industry:
FMCG
Job role:
Management

Tea Brand manager

January 2015 - October 2017

Unilever Gulf

Jeddah, Saudi Arabia

January 2015 - October 2017

Key responsibilities:
• Set brand strategy Driven from the category global strategy.
• Localize the global brand to suit the local market through market consumers insights.
• Lead innovation strategy and innovation implementation. Key achievements:
• Lipton green tea market development.
• Innovation Lipton Moroccan Tea Planning strategy and execution
• Promotional Operations planning and execution of total Lipton brand
Company industry:
FMCG

brand manger

February 2007 - October 2017

Unilever

Jeddah, Saudi Arabia

February 2007 - October 2017

brand manger for lipton green tea and specaility
Company industry:
FMCG
Job role:
Marketing and PR

Lux Assistant Brand Manager

January 2013 - December 2014

Unilever Gulf

Dubai, United Arab Emirates

January 2013 - December 2014

• Analysis of the market Trends, Consumer, and market Insight through different studies.
• Set communication strategy and Plan Relaunch based on consumer Insight.
• Create Lux own perfume. And communicate 360 campaigns.
• Track and report Market share analysis and EPOS analysis Key Achievements:
• Lux brand development Launch
Company industry:
FMCG

Brand building activation manager

August 2009 - December 2012

Unilever KSA

Jeddah, Saudi Arabia

August 2009 - December 2012

• Brief and Manage Agencies for the implementation. monitor execution.
• Create analysis and reports for brand building blocks in the market.
• Track and report Market share analysis and EPOS analysis and competitors activities. Key achievement: Launch Close up Diamond attraction, Signal Market Development, Signal Smile Campaign. Lux Gold activity, Lux market development, Lux Beauty gallery, Dove South campaign LBY CSR, Launch LBY Hulk.
Company industry:
FMCG

HPC Finance Marketing support supervisor

January 2007 - July 2009

Unilever Gulf

Jeddah, Saudi Arabia

January 2007 - July 2009

• ROI calculation on promotion and activities,
• Financial forecasting, pricing analysis, Business cases, for launches and relaunch of products budget and spend control.
Company industry:
FMCG

Education

AMERICAN UNIVERSITY COLLEGE OF SCIENCE & THECHNOLOGY

April 2024

April 2024

Bachelor's degree, business management

Lebanon

American University College of Technology Lebanon

February 2007

February 2007

Bachelor's degree, Bachelor, Business

Lebanon

Skills

Financials
Expert
Financials
Expert
Category Management
Expert
Category Management
Expert
Category Development
Expert
Category Development
Expert
Brand Building
Expert
Brand Building
Expert
Marketing
Expert
Marketing
Expert
digital marketing
Expert
digital marketing
Expert
ROI
Expert
ROI
Expert
marketing
Expert
marketing
Expert
MARKET DEVELOPMENT
Expert
MARKET DEVELOPMENT
Expert
COMMUNICATIONS
Expert
COMMUNICATIONS
Expert
MARKET SHARE
Expert
MARKET SHARE
Expert
MARKET SHARE ANALYSIS
Expert
MARKET SHARE ANALYSIS
Expert
BUSINESS DEVELOPMENT
Expert
BUSINESS DEVELOPMENT
Expert
FINANCIAL FORECASTING
Expert
FINANCIAL FORECASTING
Expert
MAPPING
Expert
MAPPING
Expert
PLANNING
Expert
PLANNING
Expert
MANAGEMENT
Expert
MANAGEMENT
Expert
RISK MANAGEMENT
Expert
RISK MANAGEMENT
Expert
P's of brands
Expert
P's of brands
Expert
pricing strategy
Expert
pricing strategy
Expert
market insights
Expert
market insights
Expert
persentation and communication
Expert
persentation and communication
Expert
Market research
Expert
Market research
Expert
STP
Expert
STP
Expert
NPD launches
Expert
NPD launches
Expert
market analysis
Expert
market analysis
Expert
MS Project
Expert
MS Project
Expert
Science
Expert
Science
Expert
Accounting
Expert
Accounting
Expert
XP
Expert
XP
Expert
Cash
Expert
Cash
Expert

Languages

English
Expert
Arabic
Expert

Training and Certifications

Certifications
leadership program
multiple digital courses
Training
marketing principles I,II
Unilever

Hobbies

  • Fishing