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Work Background
Benefit CosmeticsRegional Digital Marketing Manager- Middle East & Africa
Jan. 2024Dubai, United Arab Emirates- Designed and executed a comprehensive content strategy, driving year-round brand voice consistency and exceeding KPIs across digital platforms. - Launched the “Benefit Kitchen Ramadan YouTube Show,” achieving record-breaking engagement and organic views in GCC through innovative influencer partnerships. - Led and developed a high-performing team of two, fostering innovation and delivering high-impact marketing campaigns aligned with Benefit's vision. - Elevated audience engagement by optimizing content with algorithm-driven strategies and keyword best practices, enhancing discoverability
TikTokMETAP Creative Product Marketing Manager- Client Enablement
Mar. 2023 - Dec. 2023Dubai, United Arab Emirates- Drove product adoption and partner value by managing 160+ creative campaigns across industries, surpassing revenue targets. - Conceptualized and executed creator and influencer campaigns for 10+ major brands, unlocking business growth opportunities in the METAP region. - Conducted in-depth market analysis to adapt products to regional needs and led the development of GTM strategies, driving customer acquisition and retention.
Johnson & JohnsonRegional Senior Brand Manager- Neutrogena (Africa-Middle East-Turkey)
Sep. 2021 - Mar. 2023Dubai, United Arab Emirates- Created and launched “Neutrogena Your Skin” with Google, a Ramadan educational show with celebrity Nour Ghandour and influencers. Increased Neutrogena brand awareness amongst Arab consumers, and had the 57% higher VTR than MENA industry benchmark despite it being a 20 mins video. - Developed pipeline and strategy for 5+ years on the brand across Africa, Middle East & Turkey including portfolio optimization and key winning bets with regional team and local teams. - Coordinated between local activation managers to ensure consistent brand execution
Johnson & JohnsonRegional Portfolio Manager (Haircare and Skincare)- Africa, Middle East & Turkey
Jan. 2020 - Sep. 2021Dubai, United Arab EmiratesManaging portfolio of Haircare, Skincare & Derma cosmetics across Africa, Middle East & Turkey - Worked closely with sales, supply, finance to ensure achievement of all brand KPIs
Example: Portfolio of brands achieved full target in 2020, growth at +30% on haircare.
- Developed and led relaunch for Aveeno brand in Middle East by creating cross functional squad and leading workshops with retailers & distributor partners. - Coordinated between local activation managers to ensure consistent brand execution
Examples: OGX Launch in Egypt, Bahrain, Kuwait, Qatar. Launch of Maui haircare in Middle East.
- Created & launched OGX Facebook best practice campaign that tripled sales during COVID19 on e-commerce channels. It became a global best practice for Johnson & Johnson.
Johnson & JohnsonRegional Brand Manager Le Petit Marseillais, OGX & Maui Haircare (Africa, Middle East, Turkey)
Mar. 2019 - Jan. 2020DubaiManaging Haircare & Body care brands across Africa, Middle East & Turkey - Aligned and lead different regions on a single brand strategy. Markets include Egypt, Turkey, South Africa, Gulf and KSA. - Achieved record growth on OGX with +135% in sales.
- Developed influencer strategy and handled negotiations and relationship management with key celebrities.
- Developed clear RTM strategies with the local teams to ensure successful launches.
- Managed and optimized P&L to ensure healthy profitability.
Johnson & JohnsonRegional Brand Manager Johnson's Face care (Africa, Middle East, & Turkey)
Dec. 2017 - Jan. 2019United Arab EmiratesManaging Johnson’s Adult Face care across Africa, Middle East & Turkey - Coordinated launch of 2 face care ranges that over achieved their sales target.
- Lead overall digital content strategy & implemented it to all other brands within J&J.
- Analyzed in details the overall skincare market for the whole region and developed strategies based on findings.
- Managed e-commerce strategy and created dedicated A+ content.
L'OréalGCC Regional Brand Manager- Maybelline New York
Jun. 2017 - Dec. 2017United Arab EmiratesManaging Maybelline NY - Analyzed in details make up market and developed strategies based on findings.
- Created dedicated customer plans to ensure success by retailer.
- Lead the digital strategy & community management for the brand.
L'OréalGCC Regional Brand Manager- Garnier Skincare
Oct. 2016 - Jun. 2017Dubai, United Arab Emirates- Developed and executed IMC for brand name change #BeSkinActive
- Managed portfolio including 2017 launches
- Implemented on the ground activation ACT with Garnier, WIN with Garnier
- Created the Garnier circle: Group of bloggers that advocate for the brand
- Lead the digital strategy and community management of the social platforms
- Developed always-on content for digital platforms for 2017
L'OréalGCC Regional Assistant Brand Manager- Garnier Skincare
Jan. 2015 - Oct. 2016Dubai, United Arab Emirates- Worked on new launches for the brand
- Handled existing brand portfolio
- Analyzed in depth the skin care market in GCC
- Developed brand strategies and implemented them -Developed and implemented successful IMCs such as #NoFilterJustBB #Doneinablink
- Garnier skin active is now #3 brand in GCC according to Nielsen Panels and has one of the fastest growth in the region
- Presented the brand in Middle Eastern conferences
L'OréalGCC Consumer Products Division Marketing Haircare & Hair color Trainee
Sep. 2014 - Jan. 2015Dubai- Conducted in-depth analysis on the Hair Styling Market
- Assisted in one of the biggest launches, the Extraordinary Oil Launch
- Analyzed Hair care market in the GCC region
- Attended focus group studies
- Worked on Arabitizing artworks and concepts
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