Experience

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  FATTAL GROUP

  • Beirut, Lebanon

  • Own Brand Development Manager-Food

    • Nov 2020 - Present
    • Beirut, Lebanon

    Responsible for the creation and the development of Fattal Private Labels in food (Belgo and Terrador)

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  MrGrocer

  • Beirut, Lebanon

  • Chief Marketing Officer

    • Feb 2020 - Oct 2020
    • Beirut, Lebanon

    In charge of the marketing strategy and partnerships of MR GROCER online grocery shopping platform startup

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  Self Employed

  • Lebanon

  • Strategic Marketing Consultant

    • Mar 2016 - Oct 2020
    • Lebanon

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  Philip Morris International

  • Lebanon

  • Marketing Director-Levant

    • Feb 2013 - Feb 2016
    • Lebanon

    TOBACCO CATEGORYA core member of Philip Morris Levant Management Team.Managed a portfolio of PMI flagship brands including Marlboro, L&M, Chesterfield, Parliament and Bond Street across the Levant region. Responsible for putting together the long term PORTFOLIO STRATEGY as well as the yearly activation and consumer engagement plans.

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  Unilever

  • Regional Category Marketing Director-Central Eastern Europe & Russia/Ukraine

    • May 2010 - May 2012

    HOUSEHOLD CLEANING CATEGORYA core member of Africa Middle East Turkey, CEE & Russia/Ukraine Household Cleaners Regional Leadership Team.Managed a business of €200M turnover covering various Unilever key brands including Domestos, Cif, Glorix and Flotaszept across a region of developed markets and high income consumers including Central Eastern Europe, Russia, and Ukraine. Responsible for putting together the long term CATEGORY STRATEGY, setting the regional category innovation agenda, delivering regional Integrated Brand Communication toolkits, and driving category market development.

  • Regional Marketing Operations Director-Africa Middle East Turkey

    • Feb 2009 - Apr 2010

    FOODS, HOME & PERSONAL CARE CATEGORIESA member of the Regional Category Leadership Teams of Hair Care, Household Cleaners, and Savory.Reported to both Asia and Africa Middle East Turkey regions boards. Overlooked a business of €1.5 B covering Food and Health & Personal Care categories in Africa Middle East and Turkey region including Ice Cream, Tea, Spreads, Fabric Cleaning, Skin Care, etc. Responsible for driving alignment between categories and local affiliates across the region, contributing to long term CATEGORY STRATEGIES of countries, monitoring short term performance/providing corrective action and establishing Unilever processes and best practices.

  • Regional Brand Development Manager-Africa Middle East Turkey

    • Feb 2006 - Jan 2009

    HAIR CARE CATEGORYManaged a business of €100M turnover covering various Unilever key hair care brands including Sunsilk, Dove and Clear. Covered a region of developing and under developed markets with high and low income consumers across Africa Middle East and Turkey. Responsible for adapting the global agenda to regional and local needs, implementing the innovation roadmap, developing regional 360 communication campaigns, leading complex multi-functional regional innovation project teams, and championing regional consumer understanding.

  • Regional Brand Development Manager-North Africa Middle East

    • Apr 2004 - Jan 2006

    FACE CARE & FABRIC CONDITIONERS CATEGORIESManaged a business of €70 M turnover covering three Unilever No1 brands in their respective segments-Fair&Lovely, Comfort, and Snuggle. Covered a region of developing and under developed markets with high and low income consumers across North Africa Middle East and Turkey region. Responsible for adapting the global agenda to regional and local needs, implementing the innovation roadmap, developing regional 360 communication campaigns, leading complex multi-functional regional innovation project teams, and championing regional consumer understanding.

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  Mondelēz International

  • Dubai, United Arab Emirates

  • Brand Manager-GCC

    • Jul 2002 - Mar 2004
    • Dubai, United Arab Emirates

    CREAM CHEESE SPREADS CATEGORYManaged a business of $80M turnover covering three brands-Philadelphia, Kraft Cream Cheese spread Jars and Jocca. Covered a region of developing markets with high income consumers across Saudi Arabia and Gulf region. Responsible for developing and implementing support plans including consumer and trade promotions, growing the brands competitively, delivering the P&L, developing 360 communication campaigns, leading innovation project teams, and championing consumer understanding.

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  Unilever

  • Category Manager-Maghreb

    • Jun 2000 - Jun 2002

    FABRIC CLEANING CATEGORYManaged a business of $100M turnover covering three brands –OMO, OMO Matic and Zed. Covered a region of developing and under developed markets with low income consumers across the Maghreb region. Responsible for developing and implementing support plans including consumer and trade promotions, growing the brands competitively, delivering the P&L, developing 360 communication campaigns, leading innovation project teams, and championing consumer understanding.

  • Brand Manager-Levant

    • Feb 1998 - May 2000

    HOME CARE & PERSONAL WASH CATEGORIESManaged a business of $20M turnover covering various brands –OMO, Surf, Jif, Comfort, LUX Beauty Soap, and Dove-across across Lebanon, Syria and Jordan. Responsible for developing and implementing support plans including consumer and trade promotions, growing the brands competitively, delivering the P&L, developing 360 communication campaigns, leading innovation project teams, and championing consumer understanding.

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  FATTAL GROUP

  • Beirut, Lebanon

  • Sales Unit Manager-Lebanon

    • Oct 1994 - Jan 1998
    • Beirut, Lebanon

    UNILEVER HOME AND PERSONAL CARE DISTRIBUTIONManaged the Distribution of Unilever Home and Personal Care brands including AXE, Rexona, Dove, Close-Up, Jif, Comfort, Skip Liquid, etc.Responsible of setting the distribution targets, sales plans, incentive schemes, and consumer promotions.

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  Intermedic (Jean Farah & Co)

  • Beirut, Lebanon

  • Sales Representative-Lebanon

    • Jul 1991 - Sep 1994
    • Beirut, Lebanon

    HOSPITAL SUPPLIESResponsible for the B2B sales of hospital supplies brands for major pharmaceutical and medical companies including J&J, Bristol Myers Squibb, Aesculap, etc.