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Work Background
Mezzan Holding CoHead of Marketing, Salty Snacks
Mar. 2025KuwaitResponsible to grow and deliver the P&L for the USD 100Mn Salty Snacks business by building KITCO brands such as Nice, Bliss, Mexita, Just and Stix across Middle East region including Consumer Insights, Brand Design, Brand Architecture, Brand Portfolio Strategy, Packaging Design, RGM and Price Pack Architecture, Marketing investment strategy, Content design and development, Media strategy including digital, social and Ecommerce, Brand Sampling and Trial, Brand Activation and Brand Innovation.
KellanovaMarketing Lead, Cereals, Middle East
Jan. 2024 - Jun. 2024Dubai, United Arab EmiratesLed Marketing and Brand Management for Kellogg’s Cereals brands for Middle East. Launched Kellogg’s Ramadan campaign Led projects on future food innovation for Granola
KellanovaMarketing Lead, Snacks Middle East
Dec. 2021 - Dec. 2023Dubai, United Arab EmiratesResponsible for Pringles Brand Marketing and launch of new snack brands in the region.
Designed and developed a successful partnership between Pringles and LaLiga to build the association with the key football consumption moment. Leveraged access to a legendary Spanish football celebrity to create branded content.
Recognized by the company with the WKK Award for Accountability for delivering outstanding results in 2022.
Kellogg CompanyMarketing Lead - Middle East Pakistan
Jan. 2021 - Dec. 2021Dubai, United Arab Emirates- Marketing lead for GCC, Levant and Pakistan for Cereals, Pringles and Wholesome snacks categories, business worth over USD 200Mn.
- Delivered +9% growth on net sales with +30bps improvement on operating margins vs. PY.
- Brand Building strategy, Content Development, Digital, Social and other Media Strategy, Sampling activities and In-Store Commercial Initiatives.
- Launched Kellogg’s Masterbrand campaign Nourish Your Dreams including pack redesign with strong claims, new localized content as well as shopper activation. Won Kellogg’s AMEA Tigers award. Delivered share growth across markets in a declining category cycling unprecedented DD category growth in PY.
- Launched Pringles new brand identity supported with new pack design, fresh content and impactful shopper activation. Activated Gaming with Razer. Delivered unprecedented growth of +22% on Net Sales, over delivered on profit with share growth in key markets in GCC.
- Launched innovations such as Coco Pops Fills and Pringles Sizzling spicy range both of which continue to grow share.
- Part of lead team that created MEP 3 year Strat plan horizon and OGSM for 2022.
- Led RGM and pricing strategy with team for both RTEC and Pringles.
- Two category manager reports and one intern.
Kellogg CompanySBM Cereals MENAT Marketing Lead
Sep. 2019 - Jan. 2021Dubai, Dubai, United Arab Emirates- Responsible for USD 130 Mn Net Sales Value business delivery which is the largest business unit for AMEA Cereals after ANZ. Managing team of 4 including one intern. Role covers, Strategic Planning, Budgeting, Brand Building Content Creation, Product Innovation planning, Commercial themed promotion planning, Brand Partnerships, Sales, Distributor and Organization excitement,
- Developed new strategic plan for Cereals business. Uplifted Cereals Marketing team image throughout the organization and with distributors with great plans presentation during conference. H1 Cereals business is turning around and growing +10% in GCC for the first time in last few years. We are over delivering vs. target.
- Managed difficult conflict in the Cereals team in the first 2 months. Joined a team that had lost 3 senior people in 6 months and the last experienced hand also had a conflict with our manager. Managed to retain the last team member and helped the person turnaround into a high performance talent. - Took over as lead without promotion when our manager was given a different role. Mentored new member from Nutrition team who took a stretch assignment on Marketing. Developed new Workplan for Cereals team and improved our team image across organization.
- Guided and provided investment for E-commerce team to kickstart Cereals e-commerce journey with El Grocer, Amazon and InstaShop.
- Launched Kellogg's Hershey's in the region as first major innovation in RTEC Category in 3 years
- Re-Branded Granola Portfolio and re-launched to improve profitability
Kellogg CompanySenior Brand Manager, Pringles MENAT
Mar. 2018 - Sep. 2019Dubai, United Arab Emirates- Brand management and overall P&L delivery of Net Sales Value of USD 120Mn. - Delivered outstanding results for 2018 and 2019 despite change of boss and difficult restructuring changes from Europe to AMEA. 2019 growing Value by + 25% vs. PY hitting a record share of 18% in Supermarkets the highest in AMEA. - Developed 3 year Strategic Plan identifying key occasions and platforms during interim period without a manager. - Within 3 months of joining the company, pitched for extra marketing funds of USD 0.5Mn for Football World Cup and became Winner of Pringles EMEA award for Best Execution for 2018 Football Campaign. - Formed successful partnerships and developed commercial ideas and promotions with Jeep, Playstation and Anghami for Outdoor, Gaming and Music platform. - Partnered with El Grocer to kickstart Pringles e-commerce journey.
- Mentored team mate and developed the person to succeed even as the person faced a tough personal loss. Moved the person from low rating Performance Improvement category to be rated 4/5.
The Coca-Cola CompanySenior Brand Manager
Feb. 2017 - Mar. 2018Dubai• Was responsible for Flavors brands for Saudi, UAE, Oman, Bahrain, Qatar, Kuwait, Iraq, Palestine, Jordan, Syria and Lebanon with a marketing budget of USD 11 Million.
• Presented Brand Plans to management and to Bottlers annually, which includes developing 3 year brand strategy for both brands, setting targets for volume and market share, identifying insights, strengths and opportunity areas, briefing Integrated Marketing Communications Team to develop marketing campaigns
• Managed agencies and suppliers to execute marketing campaigns until beginning 2017
• Worked closely with other functions and Bottlers to drive system excitement for Flavors • Managed an ABM from 2014-2017. • Mentored an Insights Manager to transition and become a Brand Manager Schweppes +C Launch 2017
• Developed Premium Brand Proposition for launch of new Schweppes +C product
• Drove Product Launch, Ideation and Execution of Marketing Plan with IMC team and Execution of Trade Plan with the Franchise Team and Bottlers in KSA / UAE / Bahrain / Oman / Kuwait
• Drove a strong Media Plan to reach 78% awareness in just 3 months
• Setup a strong tracking system with bi-weekly store audit of execution and special weekly online tracking for consumers to monitor progress and tweak plans accordingly
The Coca-Cola CompanyBrand Manager, Flavors (Sprite & Fanta) Middle East
Feb. 2012 - Feb. 2017Dubai, UAESprite Cricket Stars 2013-2017
• Grew Sprite Vol Share to current record market share levels from 26% to 36% share of Lemon-Lime segment which is 22% of UAE Sparkling Category
• Drove Sprite communication, Cricket Tournament with 500+ teams and consumer promo targeting UAE Asians.
• Negotiated partnership deals with ICC Academy, Al Madina Supermarkets, Lulu Supermarkets, Xpress Money, Gulf News, Hum FM Radio, & Pakistani cricket legend Shoaib Akhtar.
• Led Bottler excitement and Sales Rallies Fanta Masters – Video Gaming Platform 2014-2016
• Developed strategy to target Gaming as passion point for Arab teens
• Created Fanta Masters the largest Middle East Regional Gaming tournament.
• Forged partnerships with industry players like Sony PS4 and game publishers like EA Sports, Samsung, MAF Malls, Virgin Megastore, Emax, Sega World and Power League Gaming • Developed non-animated Fanta Gaming TVCs with exception from the Global Fanta Brand team despite being a bit different vs. global Fanta Play.
• Leveraged asset to help win customers like Novo Cinemas, Kudu and Dairy Queen Fanta Orange and Citrus Re-launch 2013 & 2014
• Executed biggest Fanta marketing plan in Middle East behind new superior Orange formula.
• Led Sales Roadshow for Fanta in key cities
• Drove complete turnaround of Fanta volume performance from declining CAGR of -18% over previous 3 years to +23% vs. PY.
• Launched new flavors such as Fanta Green Apple and Fruity in the region
• Repeated the success with Fanta Citrus in 2013 to drive volume growth from decline of -20% to +24% vs. PY and market share growth in KSA. Sprite Min al Akhir – Pioneering Youtube show targeting Saudi male teens 2012-2013
• Worked on campaign concept and drove partnership with Youtube content producer in Saudi – Sa7i popular Saudi youtube channel. Worked on Show Visual Identity & Content Scripts in the beginning.
• Drove Social Media to get 1 Million Facebook Fans in 1 year and high levels of engagement of upto 30%.
Procter & GambleAssistant Brand Manager - Pantene & Clinicare
Sep. 2010 - Feb. 2012United Arab Emirates• Was responsible for Pantene business worth $70mn with marketing budget of $18mn
• Managed business of 7 countries i.e. Saudi Arabia, UAE, Kuwait, Qatar, Oman, Bahrain & Yemen
• Launched Pantene Clinicare, the first super premium haircare brand in supermarkets across the region.
• Developed & launched in-store consultancy program for Clinicare. Now managing a supervisor who manages the complete training, tracking & day to day execution.
• Led overall brand initiative execution with multi-functional team & creative agencies
• Motivated & negotiated with distributor sales team on a monthly basis to achieve targets.
• Recommended strategic business decisions to grow market share profitably by analyzing & integrating data trends from several sources such as sales, pricing, distribution & consumers
• Mentored a Supply Chain Initiative Planner to get a job in Marketing in a top global consumer electronics company.
Procter & GambleAssistant Brand Manager - Camay / Olay / Venus
Nov. 2008 - Sep. 2010• Was responsible for 3 Female Beauty brands together worth $22mn
• Developed & executed 360 degree holistic marketing & trade plans to re-launch Camay & launch Olay body wash in the region which turned around declining volume & shares for the 1st time in several years in the soaps & shower gels category.
• Launched Camay 3+1 FREE Bundles which resulted in doubling the share in key accounts
EtihadBusiness Consultant - IT Strategy & Planning
Aug. 2008 - Nov. 2008Abu Dhabi, United Arab Emirates- Created a business case with online visitor trends analysis, digital strategy outline & financial modelling and presented to CIO to get approval for an AED 34mn budget for a project to develop a new generation digital platform & website. Was offered a well paid full time job.
Contra World FZESales Director - MEA
Feb. 2007 - Aug. 2007
Barcode GulfBusiness Consultant - RFID
Sep. 2004 - Feb. 2007Dubai, United Arab EmiratesPioneer of Barcode & Auto-ID Solutions in Middle East, 25 employees
Business Consultant – Pre-Sales
• Formulated the Vision, Mission & Value Statements of the organization
Values Acronym - PRECISE - https://www.barcodegulf.net/about-us/#our-values
• Created a 3 year business plan for RFID business to generate revenues of $200,000 per year.
Wipro TechnologiesBilingual Onsite Engineer
Sep. 2003 - Jul. 2004Mishima, Shizuoka, JapanCoordinated between an 18 man offshore team based in India & a large Japanese client in a software development project for sophisticated Printer/Copier/Scanner machines called MFPs.
Wipro TechnologiesProject Engineer - India
Jan. 2002 - Sep. 2003Bengaluru, Karnataka, IndiaInitiated & worked in a 5 member team to deliver a prototype for the web interface module of the MFP that was well appreciated & used as a benchmark by the client.
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