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Marketing Manager

Work Experience

Alternatives Outsource Marketing
Currently working on assignment with Glanbia Dairies , Dublin Feb , 2002 – Present

Sales & Marketing Manager
Nada.Al-Othman Agri. Prod. &. Proc. Est. Jan,1999 - Nov 2001
Analyses market trends and sales potential: prepared sales forecasts for use in planning manufacturing operations and for controlling inventories
Developed marketing plan and marketing objectives including sales volume and forecasts
Directed market development, sales promotion and participated in the formulation of distribution
and pricing policies.
Maintained contact with distribution centers and key account customers to follow up promotional efforts and in order to keep informed on the needs of the sales force
Developed methods for field testing merchandising programmes to determine public acceptance
Evaluated effectiveness of promotional and advertising programmes and recommended programmes for change
Recommended criteria for screening new product ideas for potential and practicality
Monitor sales of Nada products and avoid over and under supply

Marketing Consultant / Branding Specialist
Al Gassim Dairies, Saudi Arabia October 1996 – December 1998
Appointed Marketing Consultant to a new dairy that was being established in Buraydah, following a study by the Saudi Industrial Development Fund (SIDF) – the Rural Development Program, a development of manufacturing business to support rural community development. Reported to General Manager of Al Gassim Dairies. Oversaw marketing budget of 1 million Saudi Riyals.
Created marketing plan and strategy for presentation to the SIDF that successfully secured 15 million SR in funding in July of 1997, and a second 15 million SR in December of 1998.
Developed market capacity to absorb the increase in output from the new plant, and established a new sales depot in the northern territory, producing regional sales of SR 500K per month within six months. Commissioned the start up of a new UHT plant to produce long life milk in I liter and single serve pack sizes, and secured long-term supply contracts to catering customers. Established company as an approved supplier for the schools milk program. Developed new juice brand Al-Rayan.
Managed and developed quarterly training programs for both marketing and sales staff that focused on product knowledge, presentational skills, structured sales techniques, territory planning and quality customer services.



Marketing Director
The Brand Development Co., London October 1994 – September 1996
Negotiated and built a profitable alliance to enable the privately held consulting company, FMCG, Ltd., to lead the Dublin market as a representative of the Brand Development Company. Oversaw brand building, commercialization and marketing strategies for clients in the Irish market.
Brand development of the Yoplait brand in the Irish Market.
Created a successful marketing and diversification strategy for Irish snack food market, Tayto brand, (leaders in the potato chip market) with the development of a new corn chip snack product called Texecanos, including development of a recipe that was favorable to the Irish market and effective brand imaging and package design. Product reached first years sales target within five months.
Performed a detailed marketing feasibility study for a UK private medical insurance company to tailor its product offering to the Irish market. Company successfully launched offering in 1995.
Developed a key marketing strategy for an Irish Lager brand to attract a wider consumer market and improve brand imaging. Company entered into successful negotiations with American Brewers Miller to brew under the license of Miller Genuine Draft, with substantial product success.


Marketing Manager
Irish Biscuits (Jacobs) Ltd., Dublin, Ireland August 1992 – September 1994
In cooperation with General Biscuits, Belgium developed Chocolate Kimberly Biscuits for launch under Choco Prince brand, Belgium.
Introduced a children's biscuit, Happy Faces, to the Irish market, successfully exceeding the annual sales target 50,000 cases by 130,000 cases within six months.
Managed and developed new marketing department structure, with direct supervision of three product managers and a budget of $450K (Irish). Reported to Marketing Director.


Product Manager; Food Products Division
Dairygold Foods Group, Co., Cork, Ireland June 1989 – July 1992
Successfully grew Dairygold Brand from 6th to 5th largest Irish Grocery Brand in 18 months. Dairygold, launched 1985, was a 20 million pound brand leader in the dairy spreads sector with an explosion in brands launched between 1985-1990 (20 brands by six manufacturers). Dairy gold Brand grew from 35% TO 37% Market Share 1990/91 by re-launching the brand 1990 with a new pack livery and three new pack sizes. Official Dairy food sponsors of the Irish Olympic team. Linked sponsorship to on pack promotion Going for Gold promotion and a new TV commercial with Olympic team.
Received Irish Marketing Magazine Award (April, 1992) for achievements in innovative use of sales promotion.
Launched new low fat and vegetarian cheddar under the Mitchelstown cheese label.


Brand Manager
Express Foods Group, London April 1987 – May 1989
Increased brand sales by 10% through the successful re-launch of the Black Diamond Processed Cheese Slices product, utilizing innovative new colors and package designs.
Successfully launched new low fat cheese slices targeted to a diet conscience market.
Provided trade marketing support to key UK multiples that included Simsbury’s, Asda, Tesco and other co-op stores.


Sales Supervisor
Almarai Dairies (Masstock), Saudi Arabia April 1985 – March 1987
Increased Van Sales Routes from 6 to 8 through improved territory management.
Increased average sales call value per customer through the development of improved sales strategies and the implementation of sales training and evaluation programs that provided individual accountability and recognition for sales professionals.

Education

University of Hull, United Kingdom 1999 – 2001
Master of Business Administration (MBA) Program

College of Marketing, Dublin, Ireland 1983 – 1984
Post Graduate Diploma, Marketing

University of College, Cork, Ireland 1978 – 1982
Bachelor of Science, Dairy and Food Science

Skills

Highly skilled and dedicated professional offering an impressive 15-year background in brand building, marketing strategies, sales operations, business management and staff leadership, with an extensive background in the food industry. Outstanding leadership skills with a good understanding of international business and multi-cultural environments. Computer proficient.

Languages

English
Arabic (working Knoledge )

Other

Microsoft Project/ powerpoint proficient

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