Marketing Manager
Tetra Pak
Total years of experience :13 years, 7 Months
• Develop a full communication tool kit for Tetra Pak customers for ECommerce
campaign during COVID-19 pandemic to drive online
purchasing and consumption.
• AoP Ad on Pack launch with SADAFCO highlighting messages on
sustainability and 6 layers of protection on 39 million packages .
• Development and launch of ProCo project in Arabia Area, the first
loyalty application of the unique code technology on a package with
BCR (Binzagr Coro, under Suntop Suncola brands).
• Lead Business Insights, Competitor Analysis and Research for all
Arabian countries.
• Spearhead competitor profiling and regular tracking of business
impacting activities in the market.
• Develop strategies for the near core products, i.e. water in a carton
and non-sugar added beverages.
• Developed new range of concepts to compensate the lost volumes
due to the new excise taxation on added sugar beverages.
• Calculate total customer production system costs of Tetra Pak vs
competing solutions to show the total value (direct and in-direct).
• Build a network of potential customers and highlight their priority as
the Business Development Lead in the region.
• Launched the first concept of water cartons in Greater Middle East &
Africa, to raise awareness of sustainability, environment and 6 layers
of protection with Careem & Alrabie, resulting in 420K+ customized
packages distributed across Careem’s fleet of cars, digital media and
PR campaigns, setting the foundation of the novel water industry in
KSA.
• Two brands commercial launches for water in a carton in KSA and
UAE.
• Leading 2030 strategy building for the BD & BI function in the region.
• Drive accelerated share, sales and profit growth for KSA Consumer
Healthcare portfolio (Cx).
• Define and develop shopper marketing strategy for Cx business.
• Build shopper marketing capability across KSA.
• Institute a Shopper Lab in Jeddah HO as a simulation of a pharmacy
to test GSK initiatives and to formulate shopper behavior studies.
• Implement a pilot project of Category Management CATMAN on
selected stores to rearrange the full OTC range.
• Develop a seasonal plan for Hajj with extra visibility and Multilanguage
communication campaign targeting Makkah and Madinah.
• Develop and launched the world’s first disease awareness program
that utilizes holographic assistance with AlNahdi Pharmacy Group.
• Additional assignment to develop Market Access function in GCC
• Ensure more patients are able to access the right medicines at the
right time.
• Development of the Market Access strategy for GCC countries.
• Enrich the understanding of the governmental and political
environment in the GCC countries to identify patient-focused access
initiatives.
• Conduct market research to uncover potential opportunities in each
market and ensure commercial viability.
• Developed a new stakeholders management blueprint that includes
the following;
o Full map of the drug inclusion process, committee members and
lead times by channel.
o Overview of the GCC health market, top diseases, companies,
medicine, and detailed figures for all the healthcare providers from
hospitals, institutions, polyclinics, and chain pharmacies.
• Shifted Skin Care category growth form -10% to +5%, and reduced in
market stock level from 40 weeks to 12 weeks.
• Developed the launch plan for OMO and Domestos launched in KSA.
• Establish and manage Makkah branch.
• Develop HORECA sales channel to serve Hajj and Umrah.
• 100% sales growth in Makkah region, driven by operational
excellence.
• Understanding distribution business and sales channels.
• Improved average collection period for C-Class customers by 30%.
• Increased shelf visibility, insuring 90% implementation of the annual
contract.
EMBA Executive Master of Business Administration King Abdulaziz University, Jeddah | Sep 2015 - Aug 2017 GPA 4.54/5
B.S., Industrial Management, Marketing