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Sales & BizDev
Work Background
Head of Marketing
Suma GourmetHead of Marketing
Jul. 2023Dubai, United Arab Emirates · On-siteAs part of the management team, my role requires to strategically drive company growth via marketing activations in B2B, B2C and eCommerce. Responsible to form the marketing team and manage partners to establish the brand, expand the portfolio, enter the turkey meat category and support growth of all sales channels in the Middle East
Marketing Manager
UpfieldMarketing Manager
Jul. 2019 - Jun. 2023DubaiUpfield is the largest plant-based consumer products company in the world. Regional Marketing Manager, MENA Foodservice Brand Lead • Marketing Lead, Upfield Professional - foodservice (B2B). As part of Upfield MENA pioneer team, drove aggressive growth from being a start-up to now being a multi-million Euro business and category leader in dairy alternative in the region. Ownership of strategic, tactical and operational marketing actions to deliver growth. • Innovation – grew categories and portfolio from 2 products to a complete range of 30+ products in 3 years via leading global and local cross-functional project teams. • Brand – activated Upfield brands both in retail and foodservice such as Rama, Flora and Violife. Managed launch, influencer, press, and trade events. • Digital – activated digital channels such as local web pages, social media, influencer collaborations and eCommerce. Managed campaigns increasing brand awareness and generating sales leads. • Channel Marketing - led channel and market penetration across all foodservice channels by working closely with sales teams across MENA delivering trainings, incentives, developing channel specific selling tools and building channel pipelines. • Relationship Management – established key trade, supplier and operator partnerships in the region. Key Achievements • Foodservice growth ~300% value growth via new categories and markets • Category growth – having started with only 2 cream skus, opened the yellow fats category contributing to 18% of growth and cheese category to 2% (cheese only launched mid 2021) • Market growth – double digit growth for Gulf countries, whitespace entry into Morocco, Israel, Egypt • Customer growth – customer count grew to X12 via innovations and demand creation activities covering all foodservice channels • Brand activations – spearheaded best in class activations via managing agencies, creating brand collaborations and opening plant-based category activations in MENA
National Sales and Marketing Manager - Culinary at Home
FonterraNational Sales and Marketing Manager - Culinary at Home
Nov. 2018 - Jul. 2019Anchor Culinary at Home is the Chilled business of Fonterra serving a range of butters, cheeses and creams made with the goodness of New Zealand dairy to the retail industry. Manage achievement of sales to distributor, sales to trade and active customers targets. Lead to ensure on shelf availability of each channel’s must carry list. Oversee day to day operational execution. Manage and support trade marketing activities. Brand management of all product categories. Implement strategies to drive and maintain a healthy P&L.
Channel Development Manager
FonterraChannel Development Manager
Dec. 2016 - Nov. 2018Dubai, United Arab EmiratesFonterra is a market leader in dairy nutrition operating in 100 countries around the world sharing the nutritional benefits of dairy with over a billion people everyday. Anchor Food Professionals is the foodservice business of Fonterra creating high quality fit-for purpose products and solutions for foodservice professionals in the Middle East and over 50 countries worldwide. Manage and execute sales and marketing activities in the GCC, aligning with Anchor Food Professionals and Fonterra Global Communications teams. Brand activation through project management of key events and sales promotions. Optimise relationships with distributors, customers, suppliers and other business partners in the Lower Gulf. Provide overall sales and marketing support to the Lower Gulf team. Lead local execution of Fonterra’s foodservice business model by coordinating with Global and Regional Channel teams on best practice channel management and rolling it out across local sales and distributor teams. Key Accountabilites: • Lead development of solutions to drive growth through channel opportunity identification, market and competitor insight, channel mapping and new product development • Support Fonterra sales and distributor teams to grow volume by identifying gaps and opportunities, developing action plans, providing insights, trainings and sales tools • Manage marketing activities such as event participations, brand activation, new product development and launches, collateral creation and other customer camapaigns • Internal communications lead for Foodservice Middle East Successful Projects: • Launch of Anchor Food Professionals as the Foodservice brand of Fonterra in the Middle East • Gulfood 2017, Best Stand, Innovation Awards • Social media strategy and execution • Events and content calendar strategy and implementation • Anchor #BakedWithGoodness campaign • Portfolio expansion • CRM implementation
Group Marketing Communications Manager
AggrekoGroup Marketing Communications Manager
May. 2010 - Jan. 2016United Arab EmiratesAggreko is the leading global provider of power generation and temperature control equipment rentals, servicing a wide range of industries in over 200 locations worldwide. Manage content creation and distribution of branding materials and marketing collateral. Drive marketing and corporate communications / campaigns using traditional and digital media for both external and internal use. Optimise relationships with global and local creative agencies, collaborating with regional marketing teams and internal departments. Manage advertising, media planning, copywriting, and adverts tracking. Orchestrate all aspects of corporate branding, encompassing development / implementation of new guidelines in alignment with global standards to support business strategy. Spearhead global events, support local trade shows, and evaluate ROI/ROE of key events. Serve as company’s brand liaison with committees of sponsored events. Manage global budget for branding, advertising and events. • Established, managed and implemented company’s branding portal, guidelines, communication strategies and templates to drive brand consistency • Refreshed and aligned both online and offline branding covering all sectors, markets and internal departments • Managed media planning for key trade publications and optimised relationships with media contacts globally • Managed creation of new marketing collateral and adverts globally and established an online portal for ease of regional marketing use • Supported global and local marketing campaigns, as well as internal campaigns • Enhanced marketing performance and lead generation by setting of event management standards from planning to activation to post event analysis and supported regional marketing teams in local events/trade shows • Facilitated attainment of project goals through strategic management and implementation of new systems and solutions • Elevated performance of regional marketing teams through training and support
Sales & Marketing Coordinator, Middle East and Africa
John CraneSales & Marketing Coordinator, Middle East and Africa
Dec. 2007 - May. 2010United Arab EmiratesJohn Crane is a global specialty engineering business providing comprehensive selection of engineered mechanical seals, couplings, and sealing support systems. Organisation is comprised of 20 manufacturing sites and more than 9,000 employees located throughout 50 countries. Major subsidiary of the Smiths Group – listed in London Stock Exchange. Reported to three managers (Strategic Marketing Manager and General Managers of Middle East and Africa) • Directed marketing communications and sales support activities throughout MEA including events, exhibitions, global corporate identity and branding, collateral preparation, merchandising, and website management. • Contributed content to regional and global newsletters, supporting enhanced corporate communications. • Handled booking and production of print advertisements as well as subscription management • Assisted in market research and analysis tasks • Updated sales contracts, agreements, profiles, and monthly reports • Served as primary contact for advertising agencies, print suppliers, and other sales and marketing service providers, as well as for staff and agents.
Sales and Marketing Assistant (Temporary Post)
Tetra PakSales and Marketing Assistant (Temporary Post)
May. 2007 - Nov. 2007United Arab EmiratesResponsibilities: o Sales, marketing and administrative support o Events planning o Collateral management
Event Manager
New Fields ExhibitionsEvent Manager
Nov. 2005 - Nov. 2006United Arab EmiratesResponsibilities: o Project / event management o Correspondence – sponsors, speakers, attendees, partners o Research o Sales and marketing o Staff recruitment, selection, training and coaching o Performance evaluations o Operational administration and logistics
Business Development Officer/Acting Business Development Manager
BCI AsiaBusiness Development Officer/Acting Business Development Manager
Mar. 2001 - Aug. 2005PhilippinesResponsibilities: o Business generation through subscription and advertising o Client retention o Direct marketing o Sales presentations o Contract negotiations o Customer support o Staff recruitment, selection, training and coaching o Performance evaluations o Quotation approvals
Team Leader/Telemarketing Officer
TeleWorld Philippines (accredited telemarketing agency of Citibank, NA)Team Leader/Telemarketing Officer
Apr. 1999 - Mar. 2001PhilippinesResponsibilities: o Telemarketing team management o Training, coaching, support o New accounts generation o Cross-selling o Product representation o Direct sales and marketing
Production Assistant (University Intern)
Philippine Children’s Television FoundationProduction Assistant (University Intern)
Mar. 1998 - Jun. 1998Philippineso Hands on training on TV show production - set preparation, copywriting, guests scheduling, studio taping, location shooting, interviewing and editing


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