Travelling, Cooking, Swimming
Lamees Al Njem
VP Marketing & Digital Communication
Dubai, Cairo
Summary
Passionate 7 times award winning flexible thinker and intuitive strategist with exceptional leadership and communication skills. Seek to work in an organization that cares for human health, wealth and rights. A believer of consumer understanding at heart and key communication is vital to bridge the gap for a success story. Proven ability to identify opportunities and deliver effective strategies to generate results. Excels in strategic marketing planning, branding, and product development with an experience. Performance-driven Vice President with 17 years of experience aligning systems with business requirements, policies and regulatory requirements. Passionate about applying excellent organization and communication skills to manage and lead teams. Results-oriented individual well-versed in interfacing and consulting on business processes to drive results based on sound overall business judgment.
Overview
20
20
years of professional experience
4
4
years of post-secondary education
Work History
VP Marketing & Digital communication- Middle East & North Africa
RAYTEX Group
01.2021 - Current
- Responsible for the overall management and team's operations, budgeting, facilitating end to end project management, communication platform, localized with a go-to market approach, physical production/marketing shoots, resource coordination, tool management and team management
- Responsible for 5 year growth plan strategy for the group with a sustained 14-28% growth
- Responsible for the Geographic expansion road-map strategy for the group brands : Damask & Omash with full fledged set up and presence in Oman, UAE, Kuwait & Saudi Arabic for the Middle-East
- Launched the Digitalized Playbook for the NA & ME Region
- Introduced efficiency tools in field production, employee engagement & Training modules
- Partnered with Key-opinion leaders In the interior and design field in the project of 'Damask will ask' of which top interior designers & architects of the country had their drawings turned into fabric
- Apart of the managing leadership committee.
- Drove corporate social responsibility programs that created positive social impact while delivering tangible business benefits, such as enhanced brand reputation and employee morale.
- Leveraged technology to automate workflows and streamline processes, resulting in increased productivity and cost savings across the organization.
- Transformed customer experience by designing and executing comprehensive service improvement initiatives aimed at enhancing satisfaction levels.
- Hired and managed employees to maximize productivity while training staff on best practices and protocols.
Commercial Excellence Manager (BDX)- Middle East & North Africa
BD
07.2018 - 11.2020
- AWARDED - Best Marketing Plan Submission WW FY18 with Global team - 'Source of Growth'
- Lead responsible for all BD 7 businesses, Direct report to VP GM
- Manages the implementation and driving adoption of MENA strategy & Budget
- Digital Leader for EMA region -Strategy & Master Assets with a team of 20 associates
- Distributor management and excellence for over 98 partners
- Lead Super user - MENA region on Salesforce.com with team of 12 superusers
- PEP lead for MENA region - Platinum & Gold customers and Partners
- BDX Key account & Customer centricity
- Training & Education: upskill BD associates with required sales & marketing trainings
- Drive efficiency and SMART processes internally and externally
- Lead BD Strategist for MOHAP in UAE, and University Hospitals Egypt
- Lead responsible for BD entity establishments with opening of new offices within the region - Egypt.
- Facilitated successful cross-functional collaborations for the completion of key projects, fostering strong working relationships among team members.
- Conducted competitive analysis to identify market trends and capitalize on emerging opportunities for growth.
Marketing Manager- ME & EMA Platform Lead
BD
07.2016 - 07.2018
- Platform lead responsible for developing marketing plan; 5 year strategy and roadmap (Portfolio penetration) for Containment, Acquisition and Alternate specimen collection across the EMA region
- (Develop & Manage Brand Strategy)
- AWARDED Best Launch for EMA 2017 - EMA - '1st ranked WW in sales and launch of Barricor '
- Best Marketing Plan of year 2018 - EMA - Best submission and plan World Wide (WW)
- Market Mapping /Identify stakeholders and define purchase / User Behavior journey
- Responsible towards the development of a hub to strategize on competitive analysis, Product value proposition to support the specific regions and method of purchase ( tender, direct)
- Ensuring Global guidance is cascaded smoothly to regional teams and tracked for implementation
- Market Development - Ensure Marketing Collateral along with Training modules are SMART and compliant with BD way of communication highlighting our products and solutions Value proposition
- Building Value added services (Solutions) offer beyond product with new initiatives that serves patient and customer satisfaction
- Drive new product launch & Build tactical plans
- Manages and drives portfolio performance
- Lead in Pricing council managing teams across EMA with local initiatives of sku rationalization and price laddering across regions
- Ensure database with clinical team to develop and engage Key opinion leaders: Advocacy and awareness Through scientific studies and forums
- Support Managing interface with Regulatory/ Regional Medical/ Supply chain and provides the required inputs into processes for Middle East Markets
- Support Marketing Director in Managing portfolio Supply /stock Management with Business Analyst at EMA Level -Improvise on supply chain requests - OOS, Demand forecast
- Manage Internal/ External Communication Partners: Lead briefing regional creative agencies with team
- Introduce new agencies with an edge to further build Preanalytical
- Build IVD collaboration project to support geographic adoption for the new innovation portfolio in representing the business when meeting with new Partnership touch points :- IVD companies, Government, etc
- Introducing new innovative solutions (Digital/on -ground) 1st time to BD to accelerate the purchasing funnel and innovation funnel
- EMA lead to work closely with Global on innovation submissions and product advancements in the region.
- Negotiated partnerships with key influencers, maximizing brand exposure in target markets.
- Boosted sales performance through the creation of engaging promotional materials and targeted advertising strategies.
Area Digital Innovation Marketing Manager- ME
GSK
10.2014 - 07.2016
- Digital Platforms and Asset innovation lead for all GSKCH Brands : Panadol, Sensodyne, Parodontax, Corega, Voltaren, Otrivin, NiQuitin, Breathe right, Nicotinell & SKIN range
- Identify digital white spots for GSKCH brands- Middle East (Turkey, Pakistan, Egypt & Arabia)
- Establish new assets and social platforms for GSKCH brands' including Website, Facebook, etc - Oral care and Skin Portfolio as per MOH and Healthcare guidelines
- Partner and lead support to over 35 Brand managers, Review team, agency, Global category on Asset innovation and portfolio optimization across ME
- Ensure elevation of all current and upcoming digital platforms to have 'best in class' parameters: being mobile responsive, SEO optimized, bilingual and intact with Google analytics
- SEO lead in Structure, content within structure optimization for GSK power brands
- Elevate the expertise of the brand team/supporting functions that have digital connections by ensuring (DAP, Mobile, DL, GDS) training has been completed and Digital Golden Measures are being implemented
- Lead & establish the digital hub in Middle East, define route of connection across GDS (Global digital systems)/media agencies/brand team and categories to accelerate the pace of the digital delivery
- Digital business advisor and Project pre-assessor to ensure digital campaigns conducted are flawless and free from possible delays
- Country Regulations - MOH (Ministry of Health) - success story in supporting value based solutions on which time was saved & cost exempted
- Lead in ensuring 100% Submission of GDS (Global Digital Services) briefs by brand team with digital projects been locked in by assigned project managers to ensure GSK is technically compliant
- Strategic lead and contact for digital creative agencies and GSK 3rd party entities (asset implementation) to ensure process is defined as per Golden measures, GSK digitally compliant and deliverables are tracked
- Build and share project charters/ dashboard for all GSKCH digital projects to facilitate, track project process
- Support and update the brands to focus on media international digital/media competition submission ( Media Award, LYNX, Effie)
- Build digital strategy for GSKCH brands to abide with brand Global guidelines and adapt to local requirements
- Track brands' online performance, budgets, spot online opportunities, new technologies, and constantly optimize existing digital assets
- Use marketing KPIs to set targets for the team, brand and activities
- Ensure the different digital media choices add up to a cohesive overall digital campaign
- Drive digital as an integral part of company strategy and take the audience from awareness to engagement
- Develop a long-term insight map on the data & research requirements for the brands
- Strategize digital briefs to reflect the umbrella idea that is rooted from consumer and can be reflected to other connections like Shopper and Expert
- Assess competitive activity in light of potential level of risk & financial impact to GSK brands
- Created ME Digital dashboards & Articulate future digital trends Work closely with regulatory team on meeting and aligning with sustained solution for Digital MOH provisions.
- Optimized website content for improved search engine rankings and increased web traffic.
Middle east Transition Lead
GSK
10.2013 - 01.2014
- Transitioning the newly global acquired Stiefel Health Care portfolio to MENA
- Project lead in ME joint planning sessions from Global and local perspective
- Work with both Global and Central team Directors from GSKHO to ensure systems in place
- Ensure smooth transition of all business functions alongside implementation of Global business partnering & operating models of Commercial, HR, Supply chain, marketing, finance, etc
- To current GSK Consumer Healthcare business
- Set and managed governance structure for both local and global leads to ensure milestones are discussed/ issues are tackled and transparency is leading the Worked with a team of over 64 members in 4 regions
- Established team site hub for data transfer.
Regional Senior Brand Manager
GSK
01.2009 - 01.2013
- Annual and 5-year strategic roadmaps communication plans highlighting product innovations, renovations key growth pillars from consumer, shopper and expert levers to turnaround the business from an average performing to a high profit business
- Managing the current portfolio from Net sales & GM performance, managing budget, P&L for portfolio, pricing & and stock optimization, Artwork update as per Global and Local regulatory guidelines tracking competition, Media planning
- Project management expertise coming from background of not a delay in either a new product launch or implementation of marketing campaign, heading teams of over 12 members from different business functions
- Build plans, track product performance, and communicate the understanding of market dynamics, media and consumer insight to better position track and grow the brand
- From insight to briefing agencies and forming trio sessions to set annual strategic execution brand plans
- Worked closely with PR & Digital Agencies on bilingual press releases, website, Social media activation, Media conferences, product Launch events, Expert scientific gathering and lead the Celebrity endorsement campaign
- Worked on the development of four TVCs & launched four websites for my portfolio.
JR Brand Manager
Nestle Middle East
01.2007 - 01.2009
- Product Portfolio Revenue Coverage of $70M+
- Managing Nestle culinary portfolio of Maggi soups, noodles and sauces (Ketchup and seasoning) along with shared portfolio of Maggi bouillon with SBM
- Launched Maggi Soup excellence in Arabia with SBM that noted for a 27% growth in portfolio
- Monitor budget, P&L monitoring, SKU rationalization, along with holistic hands on ATL & BTL development to timely execution
- Developed the current referral Nestle culinary database of food understanding - Food Map for Maggi in Arabia assisted in product innovation (Oat soup, 4 Excellence soup range soup, 5 mixes and bag in oven concept)
- Deep analysis and understanding of the consumers using key consumer insight trackers to identify growth opportunities and initiation of new products line in our portfolio
- Overall 235 conducted in-home visits, collaborated with over 4329 respondents with my career at Nestle
- Responsible for implementing marketing strategies across retail & trade channels
- Head of 'Nestle and I HR' Global Project, with a team of twelve people
- The aim to identify the causes of work-life balance, the key-roots employee satisfaction and empowerment in job, longevity
- Up-close and personal
- Nestle selected Culinary Taste Evaluator for mixes, soups and bouillon both at chemical and finished good level
- Worked with a team on the development of five TVCs, Maggi soups, bouillon, and mixes from brief to production level.
Sales & Marketing Management Trainee - Leadership program
Nestle Middle East
01.2004 - 01.2006
- Selectively nominated to pursue Sales & Marketing Management Training on leading brands
- Exposure in different specializations to understand production process of all SKUs
- Had sales, supply chain, finance and merchandiser exposure to feel and understand the working ways at Nestle; training exposure covered four Nestlé Markets: UAE, Lebanon, Oman and Syria
- A span of six months each
- Conducted country based marketing projects and in-depth Crises Analysis to assist brands.
Education
Bachelor of Science - Management & Marketing
American University of Sharjah (AUS)
United Arab Emirates 04.2001 - 04.2005
Skills
Resource Allocation
undefinedAwards
- Effie's Silver Winner 2015 with Sensodyne Life Impact Campaign - Digital Campaign
- Business Transition Lead Global Excellence Certificate 2014 from GSKHQ transitioned a ME business from pharma to consumer in 4 months with project team of 68 people in 4 regions !
- Product of the Year 2013 Winner in GCC - Sensodyne Rapid action
- Five GSK Spirit awards 2012 and 2013 on Flexible thinking and Building relationships.
- Selected board member of the GSK corporate social responsibility (CSR).
- Selected to head Nestle HR program "Nestle and I", heading a team of 16 members.
- Certificate of Excellence from Majed al Futtaim, Lacnor group in Research projects with City Center.
- Certificate of Excellence and grade A on all Study tour Projects Hong Kong, Japan and the US.
- Certified and trained Mystery shopper in 2003 by Disneyland - Hongkong, Tokyo and Orlando
- Certified and trained Mystery shopper in 2004 by Universal Studios - US
- GCC and US certified Majed al Futtaim/GWR/ Disney Mystery shopper (all servicing, purchasing, outlets)
- 3RD Place Winner at Air Arabia "Best Concept Idea" -AIRewards concept
Training
- Digital Training directly from Google and Facebook HQ in Dubai
- Digital from Mediacom and Keyade international (SEO)
- Digital Training from media agencies and partners - Starcom, and Mediacom ME
- Digital Media Marketing Field Coaching / Creative Thinking
- Leadership & Management Skills
- Finance for Nonfinancial Managers
- Emotional Intelligence
- Digital SEO & strategy certificate from SEOINT- Dubai
- Digital on social platforms By WunderMan
- BD WAY OF SELLING
- BD WAY OF MARKETING
- NEGOTIATION SKILLS FOR LEADERS
- LEADING IN MATRIX
- MANAGERS ESSENTIALS
Interests
Timeline
VP Marketing & Digital communication- Middle East & North Africa
RAYTEX Group
01.2021 - Current
Commercial Excellence Manager (BDX)- Middle East & North Africa
BD
07.2018 - 11.2020
Marketing Manager- ME & EMA Platform Lead
BD
07.2016 - 07.2018
Area Digital Innovation Marketing Manager- ME
GSK
10.2014 - 07.2016
Middle east Transition Lead
GSK
10.2013 - 01.2014
Regional Senior Brand Manager
GSK
01.2009 - 01.2013
JR Brand Manager
Nestle Middle East
01.2007 - 01.2009
Sales & Marketing Management Trainee - Leadership program
Nestle Middle East
01.2004 - 01.2006
Bachelor of Science - Management & Marketing
American University of Sharjah (AUS)
04.2001 - 04.2005
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