1. MARKETING MANAGER CURRICULUM VITAE
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1. CAREER OBJECTIVE
To join a progressive, professional and growth oriented organization in the Marketing & Sales function
where I am able to contribute my experience and expertise in Brand strategy and management, and where I
am able to grow professionally and personally.
2. PERSONAL PROFILE
Marketing & Sales Professional with 10+ years’ experience in various global industries largely FMCG.
Intensive exposure across FMCG major categories (Dairy & Juice, Detergents & Personal Care,
Confectionery, Bakeries & Biscuits, Snacks, Corn flakes, Canned Food, Pasta, Fat & Cooking Oil and
Chilled/Frozen meat & chicken).
Business transformation, strategy formulation, route to market, new market entry experience.
MARKG strategies, plans, research and advertising campaigns development & implementation.
Ability to translate concepts and ideas into practical plans and activities.
Decision maker at both strategic and operational levels.
Exposure to international FMCG markets in Egypt, Yemen and the GCC.
Strong communication, presentation and negotiation skills. Particularly strong analytical skills.
Ability to act independently with minimal supervision; self-starter.
3. KEY HIGHLIGHT
Managing an entity wide transformation project involving 8 companies across Yemen with 13,000
employees with almost a billion USD annual turnover.
Strategy development for a multi-division business unit with turnover in excess of USD 850 Million.
Key participant in the development of the HSA group global brand strategy.
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4. PROFESSIONAL EXPERIENCE - SUMMARY
JOINED LEFT DURATION
HAYEL SAEED ANAM GROUP – HSA FMCG CONSUMER MRKG MNGR JUN-13 PRESENT
THE EGYPTIAN CO. FOR FOODS – BISCOMISR SENIOR BRAND MANAGER OCT-10 MAY-13 02Y, 08M
HALWANI BROTHERS EGYPT MRKG BRAND MANAGER OCT-09 SEP-10 01Y, 00M
B.TECH FOR TRADE & DISTRIBUTION
MRKG BRAND MANAGER JUL-07 SEP-09
SALES DIRECTOR ASSISTANT SEP-05 JUN-07
5. PERSONAL INFORMATION
GENDER Male BIRTHDAY 14-Dec-83 NATIONALITY Egyptian
MARITAL STATUS Married DEPENDENT Wife & 2 Kids RELIGION Muslim
NAME TITLE COMPANY TELE.
Veneet Mohan Former Director, Hair and Oral Care Unilever +971 5055 92011
Ramesh Lal Global Marketing Head HSA Group +971 5010 01243
Ahmed Alsayad CEO BiscoMisr +201 0164 14442
Ghada Soliman Director, Human Resources Halwani +201 2217 99954
Gina Kamel Chief Marketing Officer B.TECH +201 2216 43030
# Cell-Phone (Emirates) +971 56560 9665
# Cell-Phone (Egypt) +201 06422 4622
# Cell-Phone (Yemen) +967 71221 1709
E-Mail Address email@example.com
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8. CAREER MILESTONES
8.1. HAYEL SAEED ANAM GROUP (HSA) – www.hsagroup.com
FMCG CONSUMER MARKETING MANAGER
Handling 38% of Yemen Region Business (FMCG local sector)
Lead & enhance Yemen FMCG business unit marketing & sales efforts in both levels consumer
marketing via 4 diversified manufacturing companies (YCIC, NADFOOD, YCGSI, GENPACK) and trade
marketing via 3 international trading companies (HSAT, HASCO, NATCO).
Formulate and assist in the business unit different level strategies including (structuring, staffing,
brand, promotion, service, distribution, communication and pricing) strategies.
Business unit comprehensive marketing plan formulation includes marketing objectives relating to
sales, market share, profitability, trend-setting, satisfaction, loyalty schemes and etc…
Focal participator in the group global business strategy formulation and synchronize.
Role KPIs are: MRKG plan SMART objectives – budgets control (sales turnover & marketing
expenditure) – projected profitability – brand market share – brand equity & health check (tracker,
retail audit) – channel growth and efficiency – shelf off-take, share in shop handling, availability,
visibility rates – innovation rollout – project management (rolling plan /evaluation).
Dual reporting, to the business unit managing director as line manager and global marketing
director functionally supervisor, managing a team of 14 junior marketing & sales managers.
Contributed as team member on designing group organization focused on strategic businesses unit
(SBU) over existing geographical focus.
Contributed as a team leader of FMCG global brands mapping and brand keys formulation.
Brand & SKU rationalization project, done over the course of one year, resulted in a move from 149
to 39 brands across the FMCG business with a corresponding reduction in SKUs from 592 to 241.
Contributed as team leader of distribution system restructuring project (RTM) route to market.
Leader of sales & distribution (SD) modules on SAP ERP system, COPA and Business intelligent
reporting designing and implementation.
Led project to improve productivity of FMCG distribution companies in Yemen. Conducted Deep-
Dive with cross functional teams to identify issues and developed solutions for key issues identified.
Established an MIS reporting system for distribution companies to take data from Handheld
Terminals and provide key reports to help management at all levels to run operations.
Contributed as team member on projects: companies restructuring, organization structure design,
job descriptions, management committees, corporate functions – roles and reporting, financial
reporting & MIS and strategic planning processes.
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8.2. THE EGYPTIAN CO. FOR FOODS (BISCOMISR) – www.biscomisr.com
SENIOR BRAND MANAGER
Handling 90% of Company Total Business (local sector)
Lead the consumer & trade marketing efforts locally, through supervising brand team and to assist
the marketing director in company corporate strategy formulation.
Developing and implementing individual brand and category strategy (14 brands), setting marketing
plans including budget for the whole company, to ensure brand equity is built and well maintained.
Lead and formulate product development strategy across the range, (I.e. features, packaging,
designs, specifications, and pricing supported by comprehensive P&L analysis).
Reporting to marketing director, managing 6 marketing specialists, merchandisers and graphic
designer and supervising 2 junior brand managers.
20% incremental sales growth of new products for the financial year 2012.
Contributed as key team member on profit enhancement project, average 5 points, (47% absolute
net profit growth in 2012 vs. 2011 )
Repositioned BiscoMisr as a public sector fair brand to modern and trendy international brand.
New consumer and price segments expansion & penetration.
8.3. HALWANI BROTHERS EGYPT – www.halwani-brothers.com
Handling 85% of Company Total Business (local sector)
3 categories expansion enriching company portfolio & financial position, related diversification
(Processed Chicken, Frozen Seafood & Nectar Juice). That resulted in 18% YTD Sep10 sales growth.
Design and implement various consumer cross-promotions (i.e. Molasses & Tahini, Halva & Cheese).
Maa’moul re-launch campaign (35% value share in 2010 vs. 21% in 2009).
Burger & LCD ATL campaign development & execution (production capacity utilization)
Best participant (booth) in the Cairo 2010 supermarket exhibition.
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8.4. B.TECH FOR TRADE & DISTRIBUTION – www.btech.com.eg
Handling 20% of Company Total Business (local sector)
Planning & implementation of the brand launch campaign focused at driving a new strategic
segment to B.TECH customers (teen eagers & young adults).
Creation of the brand identity, theme, store concepts and other brand architecture elements.
Leading varicose strategic projects such (franchising, ATM machines, B.STOCK, virtual shop and etc.)
Planning & implementing cross exclusive promotions with global brands i.e. Vodafone, TE Data, HP,
Microsoft, Toshiba, Nokia and VAIO.
Values for people program (Cultural Excellence Project) part of Internal marketing Communication.
B.TECH African Cup campaign 2008, including "events & contest, PR covering, giveaways and etc."
Corporate Social Responsibility – Ramadan Bags of Love & Wayana charity.
9. EDUCATION & CERTIFICATES
Master of Business Administration “MBA”, certified from Arab Academy for Science and Technology
and Maritime Transport, Egypt branch. Grade - Excellent.
Bachelor of Commerce, Ain Shams University, Accounting Department, 2005. Grade – Pass
Basic Business Skills Acquisition (BBSA) certified from Berlitz College, Cairo, Egypt.
International computer driving license “ICDL”.
The Brand Name & Far Beyond certificate sponsored by STEPS.
10. COMPUTER & LANGUAGE SKILLS
Very good knowledge about SAP, COPA, Business inelegant, Microsoft Axapta, Discovery, Oracle &
Alpha operating & reporting systems.
Super-user Microsoft Office (Power Point, Excel, Outlook, Word).
Arabic is a mother tongue & English level is very good written & spoken.
Updated 08th. Dec 2015