Extensive commercial experience in emerging markets in blue chip FMCG multinationals with core competency in Consumer, shopper , retailer insights . Innovation ideation to launch , Brand strategy / communication and new markets entry strategies .
Well rounded as she worked on client, agency and retailer sides .
Passionate about success and being part of a winning team.
Is a highly self-motivated professional of vast commercial experience across emerging markets.
Visionary and strategist with extreme savviness in successfully guiding senior executive teams across commercial functions to effect growth agendas across countries and embed consumer insights learnings.
Expert in building collaborative relationships (internal and external), getting buy in for new ideas, and driving tactical programs through complex and multi-tiered organizational structures.
Known for focus on results, apply robust analytics and resourcefulness in problem solving based on intense motivation to succeed.
She is passionate about developing people and being part of a winning team while having fun with it.
Key Knowledge Areas & Expertise
Business development for Growth covering;-
Macroeconomic , market, consumer , shopper and trade/retail trends studies
Gap analysis for stagnant sales including competitive analysis
Assessing white space market opportunity
Identifying new growth segment consumers and/or categories/ products and services and developing high level strategy incl research , marketing, sales plan with forecast
Portfolio management and rejuvenation
Brand devolvement – architectures, re-positioning …etc for consumer and corporate brands
Communication development from creative big idea to locally & culturally relevant executions across multi countries
Analytics & Pricing – price/ pack architecture, elasticity , Brand/ price conjoints, market mix modeling, Media ROI
Innovation testing via ideation and co creating with consumers – product, pack designs/ packs, and advertising/ promotions.
Category management for retailers incl. Aisle and cash zone re-invention
Retail and shopper insights- store layout, shopper/ shopping basket profiling, displays ROI, Planogram design, loyally cards, shopper databases management.
Market research / knowledge function specific;
Outsourced Consumer and/or shopper insights department
CI organization and process design
Caliber hunting and assessment
Countries and Sectors;-
Egypt, Lebanon, Sudan, UAE, KSA, Morocco, South Africa, Nigeria, Pakistan, Turkey, Russia, Ukraine, Kazakistan, Belarous ,India, Brazil
Telecom, FMCG, Home Care, Hair and skin care, Services, Government
2009 – 2014 –
Kraft foods/ Mondelez Consumer and Shopper insights Senior Manager EEMEA+ CI lead for global emerging markets chocolate projects
2006- 2008 –
Cadbury – Insights & Media Manager MiddleEast Africa
2005- 2006 –
Telecom Egypt / Orascom Telecom Senior Consumer insights and communication consultant
TNS – Marketing communication Manager MENA
Mobinil – Research Manager
ABB Quality Lead and Events Manager
Innovation :The key to business success 3 W course – University of Leeds UK 2015
Content strategy for professionals 6 W course- Northern western University USA 2015
Masters of Market and Social research – Kingston University UK 2006
Sales and Marketing Diploma – American University in Cairo- 1999
Business Administration Diploma -American University in Cairo, 1998
Diploma in Accounting in Business & Management – Cambridge Tutorial College, UK 1996
Diploma in Modern Management & Administration -Cambridge Tutorial College, UK 1996
Bachelor of English Literature- – Ain Shams University Cairo 1994 .
Industry Acitivities & Memberships
Freelance writer in industry and life style magazines – Business Today, Egypt Today, Communicate, AmeInfo, Skill Link, Admap, What women want.
Judge – SuperBrand Egypt Council
President – Marketers Of Egypt community group
Member – Esomar submitted paper on How to manage commodity price hikes and still win – MR summit Dubai 2011
Volunteer mentor to a woman entrepreneur in a developing market – The Cherie Blair Foundation for Women
Arabic – Native
English – Fluent
French & German –Fair
Key Milestone projects;
Orascom Telecom – Market entry study for fixed line operator in Algeria incl. sizing, consumer segmentation, and portfolio bundles services & tariffs designs and testing for subscription potentials.( in collaboration with BoozAllan)
Cadbury- Morocco , MiddleEast and Nigeria chocolate entry strategy – sizing, consumer profiling, product tests, pricing, trade/ channel/ distribution analysis and Advertising testing
Mondelez- Spent distortion analysis for 15 brands across 5 countries
Cadbury/ Mondelez/ Other – New segment potential assessment Food drinks in West Africa (Cadbury Bournvita), Changing frame of reference from chocolate to snacking incl a snacking segmentation across Russia, South Africa and Saudi. Aspirants 2$/day – segment sizing and profiling across India, Brazil, South Africa and Egypt
Cadbury/ Adams – Margin enhancement including SKUs trimming, price / pack architectures incl. downsizing and portfolio management across Gum, Candy and Chocolate
Mondelez- The emancipation of the new Cadbury Dairy Milk communication platform irrepressible joy/ Free the joy globally then the role out with locally relevant manifestations of the global idea KSA, RSA, Egypt.
Telecom Egypt – Set up the research function incl , hiring, coaching, plans/ budgets and process
US Wheat – Corporate branding risk assessment
Telecom Egypt & Egypt post – Brand relaunch including positioning , logo design , 360 communication plan
Mondelez – Market mix modelling and GRPs efficacy design based on seasonality analysis for Tang and Cadbury Dairy Milk.
Mondelez- Chiclets re-launch – new bundles pack, flavors, pricing, and new 360 campaign focused on a new consumer segment for addition to the franchise
Carrefour Egypt – Chocolate category management and aisle reinvention
Coca-Cola/ TNS – Brand health trend analysis and advertising assessment across 5 countries
Kraftfoods- NPDS biscuit/ cake to launch TUC , Oreo, Belvita, Barni in Egypt, Algeria & Lebanon with full bundle testing .
Mondelez- Innovation / portfolio rejuvenation via extensive qualitative consumer co creating and ideation session including product (Cadbury Bubbly multi –country testing), Pack seal and design (Milk Russia), Advertising to new LSM (Cadbury Dairy Milk South Africa)
Mondelez Ukraine- Customer data base analysis on sales up lift of SKUs including cannibalization and incrementally analysis of current vs newly launched SKUs
Cadbury – coaching – 101 training session on branding, research, basic marketing, and storytelling. More advanced to CI teams on advertising and product testing protocols as well as advanced qualitative techniques such as co creating and ignite.
(Manufacturer, Retailer, Agency. Full time or Consultancy)
Shopper Insights & customer marketing
Brand Strategy & Marketing Communication
Strategy (specially new markets / segments)
Consumer and shopper insights center of excellence
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