Brand building is my forte combined with good understanding of route to market and international partner management. Here are some examples of the major achievements:
Middle East relaunch leading to sustained share growth. Leadership over Camay extended from 3% to 20%.
Successful Arabisation of global campaign with brand group profitability growth of 60%.
Global brand rejuvenation leading to CAGR of 20%+ and sales over €1bn. In Pakistan, the brand was transformed from a marginal follower to market leader toppling Pantene in the process.
Business re-engineering in Egypt leading to market share growth from 30% to 60%. New SKU mix successfully deepened distribution and competitor (Crest) subsequently withdrew from the market.
Business validation prior to successful Israel launch of the internationally renowned “Axe effect”.
Fastest growing Saudi hair care brand in 2010 prior to acquisition by Unilever in a category dominated by Unilever and P&G.
Fair and Lovely
Best practice roll-out of successful mix leading to regional growth in excess of 100% over 3 years.
Comprehensive UK relaunch with award-winning digital work. Brand share after launch indexing at 150 related to previous year.
Brand footprint redefinition and major new innovation platform that helped to redefine the global category (Digital Pregnancy Test).
Successful new TV brand communication in Germany with 90% uplift in sales.
Foods & Drink
Sayga Foods, Coca Cola, Lipton
Creation of new SBU in Khartoum driving sales growth of 50%+ in this sector.
Birds Eye Walls
Success as a UK sales representative combined with growth in Middle East
SAB Miller (Peroni, Pilsener Urquell)
Marketing and innovation capability development leading to the new SABMiller “Marketing Way”.
Restored brand growth in Saudi Arabia in 2012 with highest ever company sales.
Blueprint for equitable sharing of value chain between Imperial and GCC partners.
Partner selection and market launch planning in a number of emerging markets.