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Manager Marketing

Vaughan, ON, L4H 2C9, Canada
March 09, 2018

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Adham Elshennawy – MBA

**** ****** ***** ****, **********, ON / Mobile: 647-***-**** / Email:

Career Objective

Seeking a Marketing Manager role to utilize 12 years of well-rounded & diverse marketing, business and people management experience gained from:

Managing more than 10 Mega CPG Brands at different product life cycles within Food & Beverages, Disposable Hygiene & Home Care categories,

Working for 9 years at Procter & Gamble,

Acquiring a reputable MBA from Manchester Business School (ranked 30th as per FT MBA global rankings)

Professional Experiences

Zarrin Roya 2016 – 2017

Zarrin Roya is a leading local manufacturer of disposable hygiene brands with an annual turnover of $150 Million.

Marketing Manager: Baby diapers, Adult diapers, Sanitary pads & Tissue

Context: Zarrin was complacent offering consumers superior value, meaningful product innovations & had outdated marketing & packaging, weak brands equities & inconsistent to non-existing Advertising.

Responsibilities & Interventions:

Developed unique strategic positioning for existing & new brands utilizing consumer & category understanding

Developed strategy for the 5 assigned brands to win in the market.

Developed new brand architectures & logos, step-changed the product performance of 4 managed brands & revamped their packaging & finally developed integrated communication plans for 6 initiatives.

Worked closely with R&D to develop and qualify an 18 months innovation pipeline for all brands.

Supervised the launch of 2 websites, 4 social media accounts putting special focus on growing # of Users, # of Sessions, # of followers & Engagement levels

Led a team of 12 BM & ABMs, Insights manger, communication & CRM supervisors & graphic designers.


Helped grow sales vs. previous year by 26% in 2016 & 15% in 2017.

2 out of 4 developed TV advertisings won Advertising awards & achieved 67% Purchase intent.

Tata Global Beverages 2014 – 2015

Tata Global Beverages is the 2nd biggest tea company globally after Unilever with global annual turnover of $1.5 billion. Tetley tea is the # 1 tea brand in Canada & Australia and # 2 in the UK.

Senior Regional Brand Manager: Tetley Tea

Context: I was hired to launch Tetley Tea in new markets.

Responsibilities & Interventions:

Developed & implemented Tetley packaging design, TV advertising, Outdoor, POSM, PR, print, social media & online advertising content, social and digital media plans, consumer promotions & a massive 1.7M direct sampling program.

Worked with Media, Advertising, BTL, PR & consumer research agencies to develop integrated communication plans.


Launched Tetley into 6 new markets in 2015. 3 Weeks post launch prelim results indicated 660K views to Tetley Youtube pre-roll videos & 400K visits to Tetley web page.

Procter & Gamble 2005 – 2014

Senior Regional Brand Manager: Pampers 2011 – 2014

Context: Held a regional BM role at P&G Regional headquarters managing developed & developing markets where growing share profitably utilizing Developed Markets product offerings & strategies was the focus furthermore developing countries where growing both; market share & the market itself profitably utilizing Low Income Markets (LIMs) offerings & strategies was another focus. Managed countries P&L & sharing & applying best practices was a key task.

Responsibilities & Interventions:

Monitored & Improved business fundamentals continuously including product & line up strategy, pricing strategy, marketing budget sufficiency & ROI, promotional strategy & brand P&L across different countries.

Led the development to approvals of key strategic decisions such as a 5 years launch plan & pulling out of other markets.

Maximized Strategic Revenue Management via smart careful pricing & adjusting inter size & tier discounts.

Visited stores regularly to ensure excellent initiatives exploitation & in store competitiveness on and off shelf

Analyzed continuously AC Nielsen reported shares & distribution to identify & tackle key retail opportunities


Grew market shares +6% via drafting & approving 2 pricing recommendations where I Innovated a new breakthrough pricing approach fixing a chronic price-up issue marking the 1st successful price up (after 4 failed attempts in 6 Years). Plan was described as Genius by Global P&G Household Care President.

Delivered best year on sales, marketing spending % of sales & profitability for all managed countries vs. P4Y.

Improved one of my markets profitability by 15% reaching breakeven & achieved highest unit price growth in P4Y in another four markets.

Portfolio Brand Manager: Laundry Portfolio (Ariel, Tide & Bonux) 2008 – 2011

Context: Protect Ariel profitability amid the hyperinflation resulted from the global financial crises. Afterwards, priority was to re-launch & grow Ariel in a white space market & to fix the laundry category fundamentals in another key market.

Responsibilities & Interventions:

Monitored & Improved business fundamentals continuously including product & portfolio strategy, pricing strategy, marketing budget sufficiency & ROI, promotional strategy & brand P&L.

Developed integrated communication plans for Ariel including TV Ads, OOH, strong promo & distribution growth plans.

Utilized consumer research to identify relevant insights to develop Ariel, Tide & Bonux advertising.

Managed the marketing budget & media plan to ensure reaching right awareness levels & sufficient Share of Voice.

Designed price ups %, SKU price up sequence, post pricing support & contingency plans (if was off pricing strategy).


Grew the Laundry business by 26% & reached 10% market share for Ariel in just 2 years.

Analyzed the market & co-developed a plan with the RBU to fix portfolio, line up, pricing, packaging & sourcing.

Managed to protect the profitability of the price sensitive Ariel Hand Wash business in its most difficult time ever.

Promoted at the beginning of this assignment. I was one of the fastest promoted to BM in P&G in just 3 years.

Assistant Brand Manager: Pampers 2005 – 2008

Context: Develop, adapt and exploit initiatives and activities aiming at growing market & market share

Responsibilities & Interventions:

Developed integrated communication plans including TV Ads, POSM material, Telemarketing, direct to consumers’ plans, SMS campaigns, radio Ads & consumer promotions utilizing deep consumer understanding.

Managed multiple mega direct marketing & PR activities aiming at consumer acquisition and building brand affinity

Managed Pampers S&OP process, marketing budget, marketing & media plans.


+25% growth year over year & 8% share growth (both are the highest in 10 years) reaching market leadership.

Received P&G Recognition shares (A prestigious award to only 3% of employees for outstanding results).

Selected as the only ABM to work on launching P&G brands in a new white space market

Education & Certifications

MBA: Manchester Business School (ranked 30th as per FT MBA global rankings) (2015 - 2017)

I led my team to break the highest recorded share price in the business simulation course taken by over 4000 teams.

Marketing Management Diploma (2004 - 2005)

Bachelor of Science: Telecommunications Engineering (2000 - 2005)

References furnished upon request

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