Yara Hasan

Category Manager, Lurpak brand

Arla Foods Leadership Graduate Program

Rotation 2: Category Management and Food Service, Lebanon, October 2017 - June 2018. Projects include:

• Leading the ‘Fresh Puck’ range relaunch and developing its business case- including managing the process of recipe changes, consumer research, pricing revision, distribution plan and development of a marketing plan along with the campaign successful execution leading to an uplift in sales
• Tracking the performance for all the Puck Fresh products analyzing product recipe, sales, returns and P&L
• Launching Arla Pro brand in Food Service in Lebanon managing the whole process and introducing NPDs
• Developing Food Service winning product basket strategy in Lebanon
• Managing the EPOS tool in Lebanon including updating and mapping new items and analyzing reports
• Handling 2019 planning process for some categories in Lebanon

Rotation 1, Category Management, Dubai, MENA Regional Office, Butter Category, Lurpak Brand, December 2016-October 2017. Projects included:

• Leading the development of 2017 key campaigns for the MENA region (ATL, BTL and digital), out of which a campaign was nominated for the Effie awards - along with managing NPDs coming to the region
• Handling 2018 MENA strategy and marketing plans and leading the execution of the kick-off event and presentation
• Developing an initial strategy for the emerging markets in MENA for the Butter Category
• Supporting closely some markets in the region (Egypt, Kuwait and DS markets) through discussing plans and issues/opportunities and tracking performance during monthly meetings

- Managed and created different trackers and ad-hoc reports for Vodafone Egypt
- Analyzed data for critical tracker reports and several ad-hoc reports and provided the clients with insights and actionable recommendations
- Designed questionnaires and communicated with the Field and the operations team to ensure the exact client’s needs are met