Regional Category Marketing Manager
Unilever Maghreb
Total years of experience :16 years, 1 Months
Category Marketing Manager Personal Care Maghreb (Oral Care, Skin Care, Skin Cleansing,
Dove Masterbrand & Future Fit Portfolio)
Managing Morocco, Tunisia, & Algeria
-Responsible for Business Growth & Profit targets through the development and execution of a marketing strategy & plan. Strategize/planning long-term business on local markets for Morocco, Tunisia, Algeria, Libya & Mauritania.
-Leading countries’ teamwork and thinking process of Business Plans to ensure development of innovative, solid, and consumer driven business plans that will generate profitable growth (through S&OP process)
-Working with the Leadership Team to hit P&L targets
-Developing portfolio & Future Fit innovations according to specific consumer’s, shopper’s and channel needs.
-Leading Digital content strategy and execution
-Inspiring and developing people to deliver our mission and vision of purposeful brands
Brand Manager Home Care (High Suds Laundry and Household Care)
-Leading multifunctional team to deliver national brand plan to achieve brand objectives (through S&OP).
-P&L Management: Managing budget & resources to deliver annual plans and profit targets.
-Building local consumer understanding through retail audit, consumer research, and brand audits.
-Owner of annual brand plan: structure review of core data business performance, brand health, and competitive context.
-Managing innovations and launches from idea phase to execution.
-Building and executing full communications plan (ATL, BTL, 360° activation program)
-Managing special projects within rural areas to improve consumer livelihoods and build brand equity.
Marketing Brand manager for more than 140 destinations.
-Yield and Revenue Management/Sales: Developing pricing options to meet competitive opportunities and provide input for profitability projections and corporate pricing strategy. Identifying new market segments and sales opportunities.
-Trainer: of sales team on using new sales tools for effective sales strategy implementation.
-E-commerce: Sales Manager and web editor. Social media champion (GDN, FB, Twitter, Pinterest).
-Loyalty Program: Managing the loyalty scheme program & incentives for repeat business.
- Managed ATL and BTL campaigns with marketing agencies for a special product re-launch of still brands.
-Worked closely with the bottler sales team to create effective trade marketing campaigns, in
addition to consumer marketing initiatives with key retailers across various channels and distributors to enhance the brand experience in traditional stores and modern trade.
- Main coordinator between marketing agency, bottlers, customers, and marketing department. In charge of artwork development, POSM development, establishing activation plans for Modern Trade and Key Accounts including food, leisure, and transit.
- Lead national Trade Marketing projects: i.e. New product launches, hypermarket merchandising shelves, store planogram, client segmentation, partnership events and modern trade seasonal activations.
Award: Merit - First Class dissertation. subject: fraudulent consumer behavior known as deshopping (retail borrowing)
Award: Merit
CELTA certificate awarded by The University Of Cambridge in a certified school in London.
Average: B+