Marketing Manager Social Media

Mohamed Abdelmotaleb

* ****** ***, ***** *****, Cairo, Egypt, 11435 * +201********* * ********@********.***

CAREER OBJECTIVE

Results-oriented professional with a +15 years of experience and a proven knowledge of marketing strategy, brand management, campaign management, and product launch. Aiming to leverage my skills to successfully fill the Marketing Manager role at your company.

WORK EXPERIENCE

KELLOGG TOLORAM

Senior Marketing Manager, Aug 2019 - Present

Formulating and directing brand management and marketing activities of the Kellogg’s Noodles Products Division in Egypt and exploring the New Initiatives opportunities in different categories in Egypt market.

Driving the business on a landing 2020 volume growth by +70% vs. previous year, resulting in doubling our market shares in Noodles category to reach 30% (+15pts Vs previous year), and +20PTs YTD in the purchase intent to buy Kellogg’s Noodles brand.

Led launches of a value pack (120gm Size) contributing to more than 15% of our Noodles sales and New Flavors launches such as Cheese and Tomato contributing to around another 20% of the business, directed their marketing campaigns to raise the brand awareness.

Working & formulating Strategic Priorities and Communication Plans for different consumer segments with a strong Innovation Grid to ensure achieving our next year Annual Operating Targets via sustainable launches in 2020

Oversaw Kellogg’s Noodles brand Media presence across all channels and mediums, secure strong mass campaigns either on TV or Digital with the relevant communication messages and in line with strong below-the-line campaigns.

Directing the marketing team in analyzing all Brand Health trackers, Retail audit Data & House panel studies to shape the right action plans.

L'ORÉAL

Marketing Manager, 2018 - 2019

Formulating and directing brand management and marketing activities of the L’Oréal Consumer Products Division (CPD) in Egypt (L’Oréal Paris & Garnier Brands) driving business to a yearly value growth of 22% vs. the previous year.

Drove L’Oréal Hair Care Market leadership in 2018 via optimizing and re-launching winning shades (within Prodigy and Excellence Brands), and via new launches such as Magic Retouch Range (Instant Coloration) and the first mass Sulphate-free Shampoo in the market in Q4 2018.

Oversaw L’Oréal Mass Coloration Market leadership with Garnier Color Naturals Range, through strong mass campaigns the Right Shades Spectrum with the Egyptian Mega Star “Hend Sabry”, and through strong below-the-line campaigns.

Directing the marketing team in analyzing all RMS & Consumer Insights Data to shape the right action plans.

Formulated the Strategic Priorities and Business Plan for each category and brand with a strong Innovation Grid to ensure achieving our next year Annual Operating Targets via sustainable launches in 2019.

Leading a marketing team of 5 professionals and the close activity coordination with the sales, advertising and activation managers.

PEPSICO INTERNATIONAL

Marketing Manager, 2015 - 2018

Formulated and directed marketing activities of the New Initiatives & Non-Carbonated Beverages (NCBs) portfolio in Egypt for Tropicana Frutz, Lipton Ice Tea, Sting, and Aquafina.

Drove the business yearly volume growth by 25% vs. previous year, resulting in raising the total NCBs volume contribution to company sales, and leading to an incremental revenue contribution to Pepsico beverages business by 3% in 2016.

Set the long-term strategies with the regional teams in Dubai for each category resulting in successful leadership in the sparkling Juice SSNRB market (27.3% SOS) by increasing the gap by +7 share points between Frutz & Schweppes to reach a 17.1% market share vs. 10.1% for Schweppes and accelerating the Lemon mint winning Flavor adding incremental contribution to the business by +13pts.

Led launches of new Frutz flavors like Cantaloupe & Pineapple contributing to more than 20% of Frutz sales and directed its marketing campaign that achieved over 14MM views on Social media (highest ever) to raise brand awareness.

Improved Lipton Ice Tea brand awareness and distribution through:

oexecution of 2 full-fledged marketing campaign waves leveraging on Mega Star Ahmed Helmy campaign assets that achieved 4900 GRPs from TV and more than 5MM views on Social media

odesign and execution of two sales competitions (Direct incentives to the CR upon achievement) and supervised a sales conversion model (Troops) where these 3 projects contributed to tripling the numeric distribution.

Directed several NCBs consumer promotions on both Frutz & Lipton Ice leading to average incremental sales growth of +40% & +15% respectively and initiated a direct sales incentive scheme which resulted in the achievement of 134% of Frutz plan.

Led a marketing team of 3 professionals and closely coordinating with customer insights, sales, advertising and activation managers.

Media Manager, 2013 - 2015

Led all offline and online media scope & activities across all of PepsiCo Beverages & Snacks portfolio in Egypt in addition to El-Marai portfolio and developed media Annual operations plans for all brands.

Designed pre and post-evaluation media plans and analyzed media effects on the brands health & other KPI’s to formulate recommendations on placement (TV, Radio & Digital).

Achieved full harmonization between the contracted media agency and PepsiCo marketing teams by ensuring systems implementation, 100% active reporting, providing a competitive tracking and analysis for all media channels and very close monitoring to competitive activities, and delivering monthly reviews to marketing Directors and the Media Director.

Led the expansion to new local media formats/executions relevant to the Egyptian society and the consumer habits.

UNILEVER MASHREQ

Brand Manager, 2009 - 2013

Formulated and implemented marketing activities of the Lux & Dove skin cleansing ranges, including soap bars, shower gels and hand washes in Egypt, Levant, Sudan, Iraq and Palestine.

Led new launches such as Lux through a complete brand re-launch by upgrading Lux core soft skin platform and enhancing Lux presentation with a new proposition and full product mix to regain lapsed Lux users who have switched to Value Brands.

Drove innovation and new product development in the Skin Care category, such as Lux fine fragrance range and Lux white bar variant with the objective of reinforcing Lux beauty credentials and differentiating the brand on emotional and functional attributes as a result of better understanding customer needs.

Led consumer promotions and campaigns, managed their timely execution, and evaluated their impact such as the successful Lux Gold activation “30 days of softness with Lux” campaign.

Analyzed sales reports to ensure goals achievement, identify consumer and market trends as well as pinpoint opportunities for growth leading to new modifications, such as the launch of Lux 100gm in a new Paper wrap packaging format.

VODAFONE EGYPT

Senior Marketing Specialist, 2007 - 2009

Led the Enterprise Segment retention activities of Vodafone Egypt business lines customers and achieved targets through designing appropriate retention propositions.

Established and managed a retention customer service team and coordinated implementation with the Marketing, Finance, and Sales teams.

Analyzed and monitored all data for different Enterprise segments including the churn and migration rates, and developed dashboards and briefs for research, customer insights and marketing campaigns teams.

Led new launches for several tariff promotions for Enterprise customers, including the new Business Time tariffs.

JOHNSON & JOHNSON

Assistant Brand Manager, 2006 - 2007

Led the Skin Care Division brand management and marketing activities for Clean & Clear (Teen facial care), Shower to Shower (Deodorants) and Johnson’s sun care products in Egypt, Libya and Syria.

Analyzed the facial care and deodorants market and sales data to shape re-launches, adjust the proper marketing mix, and propose recommended marketing directions and strategies of the brands.

Drove the re-launch of a full range of Shower-to-Shower deodorants composed of spray and roll-on variants, and new launches of Clean & Clear blackhead products and Soap in Egypt, including driving nationwide consumer promotions for the Clean & Clear range.

Set the brand shipment forecast and sales orders for the distributors of all brands in Egypt.

KRAFT FOODS INTERNATIONAL

Assistant Brand Manager, 2005 - 2006

Led the brand management and marketing activities for the coffee category (Maxwell House), and Gobar range including mayonnaise, ketchup and mustard in Egypt.

Formulated the marketing plans and strategies for all segments with the projected sales volumes and produced briefs for research and packaging developing projects.

Devised qualitative and quantitative research for the coffee category and analyzed retail audits and sales data to determine market opportunities and gaps and to present them to the marketing team.

Designed Gobar re-launch marketing plans and strategies for all categories with their projected sales and volumes, and the launch of egg-free Gobar mayonnaise and of Maxwell House coffee in Egypt.

NESTLÉ

Assistant Brand Manager, 2004 - 2005

Led the brand management and marketing activities for Nestlé chilled dairy range in Egypt, including yoghurt and yoghurt drink products.

Produced brand plans and channel strategies for managed brands and created and executed consumer and trade promotions.

Drove research projects to propose recommendations based on the findings, such as a shopper insights qualitative and quantitative research to analyze the shopper’s behaviors, analysis of retail audit, and sales and trade visits data, and 60/40+ product tests for Nestlé products vs. competition.

Assisted in leading new launches, including Nesquik chocolate base RTD, Nestlé Labneh, Nestlé plain 65gm yoghurt, and Nestlé light yoghurt.

EDUCATION

THE AMERICAN UNIVERSITY IN CAIRO, EGYPT

B.A. Economics (Dec 2003)

SKILLS

IT skills: proficient user of Microsoft Project, Word, Excel, PowerPoint, and internet applications

Language skills: perfect command of spoken and written English and Arabic

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