Sohair Sharafeldin

A professional marketer with 15 years of experience managing different markets across Unilever, Mondelez & PepsiCo with total exposure to 18 different brands within 10 different markets. A strong record of achievement of financial targets, category penetration, brand share gain, equity building, and opportunity hunting with special focus on driving short & long-term strategy.

• An IIPES (International Institute for Political and economic Studies) graduate, Georgetown University alumni, Greece, 2010
• Undergraduate scholarship for a semester abroad, Portland State University, USA, 2008

• Date of Birth: 10/21/87
• Nationality: Egyptian

• PepsiCo, Senior Regional Marketing Manager, PC AMESA, 06/01/21, present, Shaped the PC strategy in AMESA partnering/influencing local markets and cross-functional teams to bring it to life., Lead the Strat-Plan / Pre-AOP for 3 consecutive years across AMESA landing the category 3 Horizon strategy., Lead the Netflix partnership across SA & KSA landing the first ever AMESA PC cross-country innovation & communication winning 3 Gold Effies & 1 Silver award and delivering A&M efficiency worth $700K., Created long term strategy/Playbooks for Oven Baked, Premiumization, Occasion Building, Screentime & Flavor Mapping for AMESA that quickly became best practice for global markets., Global BAM Award winner for leading Flamin’ Hot program across AMESA and 2 times BAM finalist for KFC flavors strategy across 3 markets & Egypt’s Chipsawich program., AMESA CMO award winner for shaping PC 2025 Strat-Plan & successfully partnering with BUs to bring it to life., Marketing Manager, Chipsy - Snacks Category, 09/01/19, 05/01/21, Lead a profitable growth of PC (among top 5 markets in PepsiCo globally), Managed a team to deliver a turn-around double-digit growth after a challenged year during and post-Covid, Lead a team to launch new locally developed PC subline brand 'Chipsy Playz' delivering 30% above targets., Lead an end to end Chipsy Restage program bringing Chipsy back to its fame, partnering with a new brand ambassador and landing 3 flavors delivering 140% vs target which were lifted and shifted to other AMESA markets., BAM Award shortlisted for Chipsy Restage program driving best ever flavor innovation and core brand restage.
• Mondelēz International, Senior Category Brand Manager, Gum, Candy & Powder Beverage, 04/01/18, 08/31/19, Lead and drove profitable growth of Gum, Candy & Powder Beverage $70M categories., Created a 5-year growth plan for Candy with an objective to double the business., Managed a team to lead the category’s innovation pipeline., Created cut through and distinct positioning with a digital first mindset.
• Unilever Mashreq, Category Brand Manager, Knorr Fine Foods, 12/01/16, 03/31/18, Managed a team to achieve the financial, penetration and market share targets: overdelivering vs. all targets., Revolutionized the category’s digital scene through building first-time assets like brand website and chatbot while activating the brand search strategy (SEO/SEM) for the first time in NAME., Drove the profitability of the category by leading a 2020 long-term action plan., Landed the largest number of consumer-journey based campaigns in the previous 3 years of the category., Partnered with local NGOs & key influential figures to drive Unilever’s sustainability agenda through the biggest F&B initiative 'Kamel Karamak' achieving PR value of €300K and creating a digital copy with CR 5% higher than the market benchmark., E-commerce Lead, 10/01/16, 03/31/18, Shaped the company’s entry strategy to e-commerce channel while building the right internal cross-functional team., Landed the first total UL campaign on e-Commerce that over-delivered with 50% against targets., Managed and closed necessary deals with internal and external stakeholders to drive innovative implementation plans., Brand Manager, Household and Homecare (Comfort, Jif, Sunlight), 01/01/16, 11/30/16, Built communication assets on Comfort for the first time in 10 years across ATL and BTL with focus on digital., Grew Mashreq exponentially with double-digit CAGR for the 1st time in 5 years and Egypt by 25% vs 1% previous year., Led Levant’s turnaround through expanding the portfolio, driving internal focus and increasing the supporting budgets., Enhanced the total category’s gross margin by 1.5%., Regional Brand Development Manager - NAME, Beverages (Lipton, Brooke Bond), 02/01/15, 01/31/16, Developed and landed the new regional strategy for Lipton Specialty segment while working closely with local business units., Led all the product mix development for both Lipton new herbal range as well as Brooke Bond new teabag formats., Led Brooke Bond PLE (post-launch evaluation) analysis for Arabia and landed the new communication strategy accordingly., Developed all the qual./quant. researches needed for launching new communications or products in the region., Brand Manager, Deodorants (Axe, Rexona, Dove), 06/01/14, 02/28/15, Led and implemented the turnaround in Axe digital plans breaking all Axe previous records., Won 3 MENA Cristal Awards, 1 African Cristal Award & the Best Digital Campaign in Unilever for Axe digital campaign., Enhanced Rexona Gross Margin by 0.5% through re-positioning Rexona in the male segment., Led the brand’s market development strategy that increased category penetration by 2%., Brand Manager, Lipton Green Tea, 09/01/13, 05/31/14, Finalized a sponsorship deal with a health blogger to be Green Tea brand ambassador & owning a top-rated daily radio show for the total brand., Implemented a very complex consumer-loyalty program/promotion for total Lipton brand market development and landed its fully integrated campaign on time in full, which helped moving Lipton to be a 1 Billion brand., Implemented the first Green Tea 360 campaign growing the brand and reaching Mashreq’s highest shares ever., Assistant Brand Manager, Oral Care Category (Signal, CloseUp), 12/01/12, 08/31/13, Lead Closeup digital and on-ground campaigns in Egypt and Lebanon., Planned and executed activity grids and promotions for Signal and Closeup across Egypt, Levant, and Sudan., Managed Signal school program in Egypt and Sudan to drive awareness and increase penetration.
• Out of Z Box Ltd., Senior Project Manager, 05/01/10, 08/31/12
• Intermark-GSW Corporation, Creative Copywriter, 04/01/09, 04/30/10
• The American University in Cairo, Undergraduate Teaching Assistant, Principles of Advertising, Department of Mass Communication, 02/01/08, 12/31/08