Manager Marketing

mohammed zainy

Email: *********@********.***

Address: **** ***** **. ********

City: new york

State: NY

Zip: 11374

Country: USA

Phone: 347-***-****

Skill Level: Experienced

Salary Range: $66,000

Willing to Relocate

Primary Skills/Experience:

See Resume

Educational Background:

See Resume

Job History / Details:

Cell:+966-**-****-*** Languages: English/Arabic

*********@********.*** Marital Status: Married

Nationality: American

Address: Riyadh - Saudi Arabia

Date of Birth: April,1983

MOHAMMED ZAINY

Objective

To build a marketing career in a multi-national company that operates in a dynamic environment so I can develop and practice my knowledge and experience in brand management

Competencies

Project management, leadership, committed, team work, Analysis and planning

Professional Experience

Al Safi Danone - Riyadh, Saudi Arabia, Aug 08 - Present

Activia Middle East Sr. Brand Manager, Jun`10 - Present

Key Tasks and Responsibilities:

Project Managements:

* Strategy, Planning, Implementation and Control of the marketing mix activities, in cross-functional cooperation for Saudi and Export markets ( 10 countries in total )

* New innovations, renovations, & line extension

* Packaging development renovation pack shape and artwork design

* Co-work with Source and Supply on Productivity projects

* Brand communication and Marketing Campaigns ATL : ATL: TVC, OOH, Print & Digital) Build, implement and Review plans

Brand Health analysis & recommendation

* Market understanding: market trend, Market share, monitoring competition and Analysis of competition

* Portfolio management, Pricing, sizing & formatting

* Consumer understanding : Marketing KPI`s, image tracker, barriers

* A&P spending

* P&L ownership

Reporting

* Budget every one year cycle

* Strategic plan for 3 years (Building volume, Innovations and other action plans )

* Monthly brand performance report for overlay team

Achievements:

I. Business results

* Activia Middle East High single digit growth in 2011 Vs YAG

* Activia Middle East double digit growth in 2010 Vs YAG

* Monthly, Quarterly, Yearly Brand Review, and 5 year strategic plan

II. Communication

* Activia new TVC for 2012 : Developed Activia new positioning & communication model in Middle East based on consumer barrier & tested local insight.

* Lead the negotiation with new face of Activia - Celebrity - the hero of Activia new campaign

* Challenge campaign May-June`11 - As a result Activia achieved the highest sales volume ever -

* Light Laban marketing campaign and new TVC for Activia Light range -Catwalk TVC - turning the brand from a declining trend to +36% Vs YAG during the campaign period & double the size of Light category

III. Innovation

* Set 2012 innovation pipeline and leading new launches for year (Two Project in progress)

IV. Reports & Presentations

* Activia Budget report & presentation 2011,& 2012

* Activia strategic 3 years strategic plan 2012-2014

* Activia 2011 full brand analysis

Danette Middle East - Assistant Brand Manager Aug 08 -Jun 10

Key Tasks and Responsibilities:

* drive the implementation of the annual brand plan and be actively involved in selling the plan internally to key stakeholders (in total 10 countries )

* Lead flavor extension & productivity projects from strategic thinking to implementation

* Support SBM on key innovation projects

* Lead BTL & In-store implementation of key campaigns.

* Analyze & Review of sub-range performance

* Performance tracking + Analysis of Sub Ranges & competitors / category

* Marketing Spend tracking and forecasting

* Brief for new campaign/projects and run monthly analysis of comments.

* Take a key role in performance analysis for the annual brand planning cycle

* Functional Competencies: Strong analytical skills fully understands marketing data, working knowledge of P&Ls, experience of product development, pack design and developing BTL plans

Achievements:

I. Business Results :

Danette Middle East double digit growth in 2009 Vs YAG

II. Innovations :

Flavor refreshment -In & out-

* Danette Brownie Flavor: Launched March, 2009

* Danette Muhallabia Flavor: Launched May,2010

Premium range

* Danette Doublette - Pudding with intense syrup (work on Development stage- 2009)

* Danette Choco Chac - Pudding with Biscuit (work on Development stage -2009)

New Categories

* Affordable range, Danette Pudding Powder : Launch June, 2010

* Pourable Pudding, Danette (work on Development stage - 2009)

III. Marketing Campaigns:

* Danettize Your cake 360 Campaign Jun-Jul 2009

Develop 360 Campaign promoting secondary usage of Danette.

IV. Communication Development:

* Positioning & Communication Build Danette Family Saga TVC campaign (huge success & significant growth for 3 years )

* Develop & shoot : TVCs: 1) Policeman Ad 2009, 2) Cowboy Ad 2010 (shared as Danone best practice), 3)Briefing Clown Ad for 2011

* Other Media: Launch Danette interactive website June`09

V. Brand Strategies:

* Develop Danette Export Countries marketing plan for 2010

* Work on Setting Danette 5 years Strategic plan Apr, 2010

* Played a major role in making Danette KSA visibility within Danone global map by leading the communication with overlay team & share the best practices

Education

College of Industrial Management, Bachelor`s degree in Marketing Aug, 2007 - King Fahd University of Petroleum and Minerals (KFUPM), Dhahran - KSA

Training Courses:

* Activia overlay workshop, DANONE Berlin Apr`12

* Driving Brand Experience DANONE Marketing University, Evian Nov`11

* Activia overlay workshop DANONE, Barcelona Mar`11

* Danette Overlay workshop DANONE, Vienna Nov`09

* Danette Innovation workshop DANONE, Paris Mar`10

* Communication Models - DANONE Marketing University Stockholm - Sweden Nov`10

* Positioning & Marketing Plans - DANONE Marketing University- -Istanbul - Turkey May`09

* Finance for Non Finance - DANONE KSA Dec 08

* Panorama FM Channel Assistant Marketing Manager - MBC Group Dubai Dec 07 - Feb 08

* Business case for fresh gradate - Shell global Group of energy and petrochemical - Qatar Dec 07

* Account Servicing Executive Assistant (Coop program)- Euro RSCG Worldwide, Jeddah Feb07- Aug 07

* Salesman, Summer Job - Jeddah Abar&Zainy Jun 01 - Aug 01

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