Asmaa Al Tohamy

**** **** ******

Oakville, ON - Canada

+1-365-***-****

ac7uuw@r.postjobfree.com

Objectives

Marketing professional with extensive skills and knowledge in Marketing and Brand Management. Strong creativity and adept at developing and implementing strategies and campaigns for new and existing products. Talented analyst, able to determine requirements, create effective marketing plans, and lead global brand /product launches. A good team player and consistently meet deadlines.

Core Compentence

Problem solving & Analytical ability

Market planning Brand management & Positioning

Market research / segmentation / penetration

Budgeting Profit & Loss management

Strategic planning

Educational Background

2018

1997 – 1999

1997 – 1999

1993 – 1994

Post Graduate Certificate – Product & Brand Management

Walden University – USA

MBA – Master of Business Administration

University of Wollongong – Australia (Dubai Campus)

High Diploma in Commerce.

University of Wollongong – Australia (Dubai Campus)

A Certificate in Business Administration

American University in Cairo (AUC) – Cairo - EGYPT

Professional Experience

Sept 2017 up to date

Overseas Market Insight Freelancer

Marketing Insight Manager (Iffco, Communique)- (MENA)

Develop and provide marketing insights and new product ideas.

Liaise with advertising agencies and provided the right branding guidelines.

Identity and create brands/ personalities.

Develop all the brand architecture.

Determine and support the team with Arabic input.

Ensure all packaging follow the regulatory/ mandatories.

June 2010 up to July 2017

IFFCO Group - (Seville Products – Confectionery Division)

Category Marketing Manager – Chocolate & Confectionery (MENA, Levant & Africa)

Manage the marketing dept and all its activities for chocolate category.

Rework on the current brands identity and create brand keys.

Develop all the brand architecture.

Determine and manage the marketing budget across the region.

Work with R & D for all new product developments.

Develop and implement marketing plans and activities for the major brands.

Liaise with media and advertising agencies

Liaise and conduct market research to understand consumer’s need and develop right brand communication.

June 2008 up to March 2010

Agthia Group - (Al Ain Vegetables )

Marketing Manager - GCC & Levant

Manage the marketing dept and all its activities for Al Ain Vegetables.

Revamped the company’s brand from scratch and created a new brand identity for entire company.

Developed the brand architecture and entry strategy into new/ existing categories.

Launched the brand in 2 major categories (Frozen Vegetables & Tomato Paste).

Develop and implement the marketing plans and projects for new and existing products.

Determine and manage the marketing budget and deliver marketing activity within agreed budget

Monitored, reviewed and reported on all marketing activities and results to the Board.

Develop & manage pricing strategies for the entire company.

Liaison with media and advertising agencies.

Conduct market research to determine market requirements for existing and future products

June 2006 to Mar 2008

Achievements:

1.Gained 5% market share in less than 1 year post the launch in the frozen category.

2.Gained more than 7% share in less than 1 year post the launch in the tomato paste category.

3.Successfully tripled the business in UAE with more than 50% increase in the profitability.

4.Successfully launched the brand across the GCC markets & Levant.

5. Successfully developed and aired 2 TV commercials.

Fonterra Brands Middle East LLC (New Zealand Milk )

Senior Brand Manager- nutritional milk

Evaluate new business opportunities in the infant formula and the growing up category for the entire GCC.

Develop entry strategy for the new category and align the same with global team; using Fonetrra’s biggest infant formula brand with 6 variants.

Designed and implemented research plan to evaluate the business size.

Design and customize localized (Middle East oriented) consumer concepts for the infant category.

Localize and develop packaging in accordance to the “Infant Formula code of Ethics”.

Develop a launch plan.

Manage supply chain / MOH registration process of the infant formulas and other authorities.

Liaise with the category team in HQ for the medical detailing outsourcing and management.

June 2006 to April 2007

Fonterra Brands Middle East LLC (New Zealand Milk )

Acting Insight Manager (Dual Responsibilities)

Managed research agencies relationships.

Responsible for retail audit across the GCC.

Acquired market data for other developing markets and other non-GCC markets.

Managed all qualitative and quantitative researches for the organization.

Assist the marketing team with GCC consumer insights inputs.

July 2002 to May 2006

Fonterra Brands Middle East LLC (New Zealand Milk )

Brand Manager – Nutritional Milks (GUMP)

Full management responsibilities of nutritional milk segment category.

Responsible for the Growing up Milk segment business advertising (copy and media); consumer promotion; and a major line extension launches, including positioning, product development, packaging, in GCC markets & Levant.

Developed new School Program campaign in all GCC markets, which modernizes the brand image and communicates brand benefits through children. This campaign accompanied with creative marketing mix helped us to double market share in 2 years.

Created a kid’s magazine “Super Moo News” to help promote the brand.

Identified & launched a new line extension opportunity with potential to increase sales significantly in all ME markets.

Responsible for all marketing mix of Growing up segment in the GCC.

Played a key role in setting the kids segment’s strategies.

Responsible for all consumer promotion activities for the segment.

Conducted several market researches on competitive positioning, consumer perceptions, and other areas.

Developed 3 TV commercials and 2 radio commercials.

Developed and designed marketing strategies for new brand’s medical claims, formulated plans to increase brand awareness, identified distinctions between client and competitors, developed positive awareness strategies.

Worked closely with sales and in market managers to develop a targeted trade-marketing program in other GCC markets to launch and maintain good market share and the same level of trade/marketing support for the brand.

Developed innovative new packaging, which significantly reduced consumer’s trails pack cost.

Managed medical detailing team.

Achievements:

1.Doubled GUMP segment market share in first 2 years.

2.Implemented unique consumer promotion in the category that secured double the volume in each promotion.

3.Implemented successful School Program campaigns in 5 markets for the last 3 years.

2000 – 2002

Tiffany Foods (IFFCO Group) UAE

Brand manager – Snacks & Beverages Categories

Full management responsibilities of products and brands for 3 major categories (Beverages, Snacks & Chocolate) in the GCC markets with more than 54 brands & products.

Restructured the beverages & the snacks strategies.

Launched the first innovative product in the GCC for Tiffany.

Launched new major juice brand with a new positioning in the UAE & the GCC market.

Implemented major consumer promotion that helped to gain the company’s strength in the snacks business.

Created and developed new methods to attract the consumers (kids) to special product designed for them.

Launched 5 new products in beverages category with their variants.

Launched more than 6 products & 24 variants in the snacks category.

Responsible for Arabic language in all our marketing materials fining and setting up local strategies and policy of marketing offers.

Achievements:

4.May/ June 2001- launched a consumer promotion for one of the chocolate brands “Quanta Spark” in the UAE market and doubled the volume.

5.In April/ May 2001 launched a consumer promotion for one of the chocolate brands “Quanta Break” in the UAE market with successful and tripled the volume.

6.Designed and implemented a major consumer promotion in UAE for the beverages category where 50% volume increases was achieved.

7.In Oct – Nov. 2000 a major consumer promotion campaign for the snacks category successfully helped in achieving more than 75% increase in the sales within the UAE market.

1995 – 2000

Jotun Paints UAE

Marketing Specialist – Regional Marketing Department for ME

Full responsibilities of products and brands management in the Middle East (UAE, Bahrain, Qatar, Kuwait, Saudi, Oman and Egypt.

Responsible for the launch of a major brand in the ME; with 5 product variants.

Assisted in creating 3 TV commercials for the ME.

Assisted in creating retailer’s network program in the ME.

Monitoring the dealer’s network program.

Developed major interior’s brochures (in house) for the ME, promoting different brands and products.

Responsible for brands’ and products’ performance within the ME.

Developed and implemented mega promotion campaigns in the ME.

Responsible for the direct marketing campaigns & its database.

Created promotion guidebook containing different tactical promotions for ME markets.

Responsible for releasing ads in local magazines and specialized ones.

Co-coordinated big campaigns with the advertising agencies.

Developed and created the first consumer newsletter for Jotun in the ME “COLORS OF LIFE”.

Building and planning the overall look of the newsletter.

Created the different features and columns of the newsletter.

Selection of topics & themes

Designing different interiors set up and building up a valuable photo bank of products and interiors.

Managed a PR agency that helped developing the newsletter.

Responsible for the distribution of the newsletter, through DM, and the dailies in GCC.

Full responsibilities of dealers’ signboards in UAE, Bahrain, Kuwait and Qatar.

Managing the corporate image & monitoring corporate guidelines for the marketing department.

Responsible for Arabic language in all our marketing materials in ME.

Achievements:

6.In 1999 I successfully achieved more than 35% increase in the sales within the ME and more than 44% in some countries in a major promotion campaign.

7.In 1999 achieved more than 70% increase in a big promotion in Egypt.

8.In 1997 achieved 33% in UAE, Bahrain, Kuwait and Qatar in a regional promotion campaign. UAE market and doubled the volume In April/ May

9.Developed new advertising campaign

Training

2006

2005

1999

1999

By GMR – Dubai

Marketing to Women

By New Zealand Milk – Dubai

Leadership Program & Project Management

By Jotun UAE – Dubai

2 days intensive course in “Managerial accounting systems and principals”.

Interior Design & décor seminars.

By IBC Gulf Conferences – Dubai

Innovative ways to build brand loyalty.

How to market brands to Arab women in the gulf.

DM (direct marketing) and its affect.

Data processing and Technologies

Mastering

Excel, Word, Power Point, Internet, Intranet, JDE user, Oracle, Budgeting systems

Personal Information

Languages:

Arabic & English

Driving license:

Yes

Date of Birth:

13/01/73

Marital status:

Married with children

Contact this candidate