Dalara Surkari - Marketing and Distribution Consultant, Self Employed

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Work Background

Self-employedGlobal Marketing and Distribution Consultant

Sep. 2022

Peaks PartnersDistribution Consultant

Nov. 2021 - Jan. 2023Connecting brands and retailers across the globe

RBSenior Brand Manager - OTC

Mar. 2018 - Dec. 2019A “General Manger for the 11 OTC brands licensed by RB Health Arabia”. Driving the profitability and growth of the OTC business in the region. Full P&L responsibility. KPIs include Gross Profit, Campaign management, Driving Portfolio Expansion, NPD & Innovation Pipeline, Regional 360 degree Marketing Plans

The Stash Luxury Lifestyle CompanyPartner & Beauty Vertical Director

Jun. 2016 - Feb. 2018DubaiResponsible for creating and managing the company’s e-commerce beauty business targeted primarily at GCC national women. Driving the Beauty vertical for all business KPIs including Gross Revenues, Customer Experience, Product Innovation and Upgrades, Marketing Plans, Local and International Brand Collaborations and Product Monetization. Projects Initiated: • Created Brand Identity • Designed Website and Wrote Content • Initiated Collaborations with Beauty Brand Partners to supply products for our launch • Social Media Channels Set Up and Management • Sourced Partners for Packaging Elements • Pre - Launch Inbound Marketing Strategy • Wrote Blog Articles

Planet Pharmacies LLCGroup Marketing Manager

May. 2014 - Dec. 2015Dubai, UAEReporting to the CEO, leading all corporate, product, business development, retail enhancement, communications projects. KRAs: Corporate identity and marketing strategy, owned brands development, partner brands development in retail & wholesale, retail expansion strategy, expanding client base/product portfolio by penetrating new segments, P&L Control, B2B and B2C Marketing, Digital Marketing Strategy, Skincare / Colour Cosmetics Category Management Strategy. Key Accomplishments: •Defined & Differentiated retail brand positioning by initiating and leading complete corporate identity overhaul resulting in a marked 200% increase in footfall in 3 months •Re-Launched Social Pages which Grew followership on Facebook, Instagram and Pinterest by 200% in 2 months •Enhanced product portfolio by winning exclusivity agency with L’Oreal Luxury skincare brand •Launched nation-wide in-store retail promotional calendar across over 60 outlets growing promotion sales contribution from 30% to 80% of total sales •Designed and Launched First Ever Pharmacy Loyalty Program in the Region achieving 10,000 signed up members in month 1 •Managed PR and Media Relations for corporate and product marketing. Over 15 press articles released were covered by a huge assortment of online news and lifestyle publications as well as radio •Innovated in the area of pharmacy retail service by launching first pharmacy home delivery by What’s App resulting in a 300% increase in home delivery orders over 2 months requiring an increase in our vehicle fleet •Grew Beauty, Baby and Supplements Portfolio by signing up 10 new principal brands for exclusive distribution & marketing in retail. Brands include dermo-cosmetics skincare, mineral make up, baby care, baby feeding, baby gear, fertility supplements

Kilma StudiosHead of Marketing and Business Development

Nov. 2013 - Jun. 2014Dubai, UAEReporting to the Co-founder and Business Director, responsible for leading all company projects. KRAs include: Corporate & client projects strategy, Expanding client base and business portfolio by diversifying and servicing new industries and brand categories, Internal and Client Budget Allocation and Control, Youth Marketing Platforms and Growth Hacker Marketing, Structuring internal SOPs, Leading New Business Development, Development of Team etc Projects initiated include: Annual plan to optimize deployment of current corporate assets and resources to achieve monthly financial growth Regional Digital Marketing Strategy for leading FMCG male grooming brand – Creating local content to engage wide target audience on digital media incorporating local music, sports, fashion and entertainment Regional Re-launches for Luxury Extreme Sports Lifestyle Brands – Creating digital media assets for viral campaigning and on-ground activation Music Festival Event – Local entertainment event centered around showcasing young regional music talent Launch of High End Luxury Male Grooming Spa – Project lead from brand identity creation to outlet design and space bookings Youth Marketing Campaign for Luxury Fragrance Brand – Launch of new limited edition fragrance Sports Marketing On-Ground Activation for Leading Global Sports brand – Saudi Arabia activation

Meda PharmaRegional Brand Manager MEA

Jun. 2008 - Nov. 2013Dubai , UAEManagement and Development of company's brand portfolio which includes pharmaceutical and consumer products in specialized therapeutic areas such as dermatology, neurology, infection control, respiratory and allergy. Prioritize brand portfolio to identify strategic, growth and reminder products in order to optimize use and focus of resources. Grow business in organic markets via creative and relevant marketing programs targeted at professionals, trade and consumers. Manage brand budgets, support logistics functions, Penetrate new emerging markets by building and executing market relevant business models working closely with sales operations, finance and logistics functions. Train and educate on brand knowledge and marketing strategy internally at all levels of organization as necessary, as well as externally to relevant business partners and outsourced third party suppliers.

BeiersdorfAsst Product Manager (Acting Product Manager)

Jan. 2006 - Dec. 2008Personal Care Unit - NIVEA Deo, Soap, Hair Care, Bath Care, 8x4 deo... Management & development of 5 BDF brands (NIVEA Deodorant, NIVEA Soap, NIVEA Shower, NIVEA Hair Care, 8x4 Deodorants) in 16 regional countries. Planning, Execution, & Analysis of Holistic Communications Plan. Category Analysis & Market Share Development Strategy. Product Assortment, Volumes & Profits Planning. Translation of International Brand Strategies into Relevant Local Concepts. Management of $3.5 million Budget across 5 brands Specific Responsibilities include: Product Management & Business Planning Development of 3-year business plan by brand group Definition of Strategic direction for individual sub-brands Formulation and implementation of annual Marketing Plan within the long term Business Plan. Identification of appropriate product innovations for region and working with International Brand Leadership Units at head office to develop launch strategies Launching new products and brands in regional markets Co-ordination with supply chain to ensure product launches and stock availability.

Worldwide Marketing ConsultantsMarketing Co-ordinator

Jan. 2003 - Dec. 2006Establish product selection, pricing, and programs. Define strategy, co-ordinate execution of, and evaluate regional brand plans designed to penetrate & grow Middle East emerging markets. Work with management, internal departments, agencies, and suppliers to coordinate overall marketing effort in accordance with corporate goals. Plan and carry out regional market research and analyses. Manage $1-million marketing budget across company's portfolio of brands. Specific Responsibilities include: Brand Marketing of Organic Brand Portfolio (8 individual brands across 8 Middle East markets, 2 brands across 8 CEE Markets) Development and review of annual business plans Implementation of Brand Marketing & Communications Plans Marketing Activities/Communications Post Mortem Budget Control & Reconciliation New Regional Business Launches Preparation of Brand Plan to launch new brands acquired Preparation of Individual Market Plans for appointed Distributors New Business Development Evaluations Conducting.

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