SARA AREF
Head Of Brand Strategy & New Concepts
Dubai,Palm Jumierah
Summary
BRAND STRATEGY | INNOVATION | COMMUNICATION | FMCG | RETAIL
Passionate and proactive Marketing leader with demonstrated history of success in supporting FMCG & Retail clients in the region with innovative marketing strategies. Create campaigns, develop plans and update strategies to maintain on-target campaigns with successful results. Well-coordinated and conscientious about following through with all objectives and achieving goals.
Overview
15
15
years of professional experience
4
4
years of post-secondary education
1
1
Language
Work History
Head of Brand Marketing
Majid AlFuttaim, Initiatives
Dubai
01.2019 - Current
- Awards: Selected as MAF RETAIL top talent with highest score across Marketing function for 2019, 2020, 2021, 2022. Won employee of month in 2020 and 2022
- Managed to improve brand equity Index working closely alongside key markets on "Win back" strategy and campaign execution.
- Led fully on a strategic project to re-position Carrefour brand in the region, this involved segmentation projects followed by brand pyramid creation, new designs system for the brand, then new designs for our entire stores & online platforms
- Worked on Private label expansion strategy, which led to growth in PL penetration in UAE, Qatar , Egypt & Jordan.
- Developed fully a new brand (Myli); a health & beauty sub-brand for Carrefour in Iran, that is now being a best practice to be rolled out in other markets
- Led strategy and marketing plan to roll out new concepts like City+ , BIO and new innovations like Click&collect, Mobile scan & go
Regional Senior Brand Manager
NESTLE ME
Dubai
02.2017 - 12.2018
- Turned around the Adults cereal category (from decline to double digit growth) through strong turnaround strategy & execution in 10 countries
- Led on a Plan to grow CPW in IRAN with ATL Support , Distribution & share gain plan : Adult brands growing double digit YTD , won CEO proud moment recognition in 2017, & best Digital campaign in Iran in 2018 (the brand page Fitness Iran was the fastest growing FMCG brand page at time of launch.)
- Key responsibilities:
- Responsible for the deployment of global communication/promotional assets into the region, providing relevant input to support the strategic development to ensure it is appropriate for the region
- Ensure the global brand plans are implemented into the region in a manner consistent but relevant with the brand positioning/purpose of the brand
- Responsible for development of toolkits to roll plans across 13 countries in the ME.
Regional Marketing Manager
PEPSICO
Dubai
07.2015 - 01.2017
- Lay's & Salty Snacks New Platforms, Led long term brand strategy for our salty snacks agenda which bought to life 3 breakthrough innovations to be launched in 2017 onwards
- Key responsibilities:
- Lead long term brand strategy & innovation plans in MENA by setting business plans that are in-line with the overall category's growth priorities
- Delivering synchronized plans between all markets to help deliver volume and equity targets through local relevancy and scale
- Leading the innovation process “A-to-Z”, from deep consumer understanding, to building strong concepts, to validation, developing full P&L, prototyping, and finally to commercialization and MU-handover, Lead multifunctional teams & Liaise with global HQ office to navigate within the broader global framework and incorporate learnings from around PepsiCo
- Leading the roll out of global initiatives and ensuring executional excellence in all involved markets in MENA.
Senior Brand Manager // Egypt
PepsiCo
07.2012 - 07.2015
- Led turnaround of ridged category in Egypt by re-launching local brand ‘Crunchy' in 2013 which led to a 200% growth for the brand, turning it to a market leader, accordingly won GM award of the year and twice of top performer in same year.
- Launched the biggest campaign in history of Chipsy Egypt (Smiles campaign), brand turned around declining trend & grew at 10%, Campaign won Gold Effies, Bronze Lynx, , MENA Crystal awards, Gold festival of media and many others, in addition to being adapted globally by 24 markets
- Led launch of new innovations starting from ideation to launch : a new premium baked proposition & Ridged product (Xtra), resulting in reaching highest share in history of brand Chipsy in 2014
- Key responsibilities:
- Managing the biggest snacks category in Pepsico Egypt, Developing brand building programs, working closely with regional stars and brand spokesmen to come up with breakthrough advertising and activation programs
- Developing multi-tier platform programs and brand strategies executed through huge brand assets and large budgets requiring strong collaboration across diverse stake holders across Egypt and MEA region to ensure regional programs that resonates with consumers across whole region.
Brand Manager Colas
PepsiCo Egypt
12.2009 - 07.2012
- Accelerate Management Development program Designate
Assistant Brand Manager
PepsiCo Egypt
11.2008 - 12.2009
- Fully Led along with Marketing manager on Pepsi Ramadan 2011 which took Ramadan campaign of the year (based consumer syndicated research) & achieved highest-ever market share for Egypt during December 2011
- Lead on the development digital strategy including website development, YouTube channel development and all social media for the brand for the first time , Pepsi brand had the fastest growing Facebook page in 2011
- Key responsibilities:
- Responsible for Colas brands (Pepsi, Diet Pepsi, and Pepsi Max) for last 3 years starting from the development of annual operating plans to leading multi-functional teams (Insights, R&D, and packaging, sales and production teams) to flawlessly execute and achieve the plans
- Involved in planning & execution of all above the line brand communication campaigns such as Pepsi African Cup of Nations, Pepsi-Vodafone Promotion campaign, World Cup
- Selected among seven from 1,800 applicants through an extensive screening process over several months
- Worked in three categories during Accelerate; Flavors, Potato Chips & Brand Activation,
- Successfully completed year one upon graduation project presented to our key Directors & chosen on top brand as an ABM (Pepsi).
Junior Qualitative Research Executive
SYNOVATE, Synovate Egypt
07.2007 - 10.2008
- Conducting and managing research projects; lifestyles and social trends, food & beverages, automotive, aviation, pharmaceuticals, hair care, oral care, heath care, IT, telecommunication, education, banking...etc
- Moderating Focus Groups and in-depth interviews with respondents from all governorates and all social economic classes
- Generating insights for product positioning, and repositioning of existing products.
Summer Trainee
Vodafone
01.2006 - 01.2006
Education
MBA - Marketing & Business
Arab Academy For Science & Technology
Cairo, CBachelor of Arts - Economics
Faculty of Economics & Political Science
Cairo, C 09.2003 - 06.2007
Skills
Marketing Strategy & Brand Building
Communication & Campaign development
Innovation
Digital marketing
Customer experience
Accomplishments
- Led on a project as a Consultant for Dara’s ice-cream marketing strategy (Leading ice-cream brand in Egypt)
- Passionate about Food , Nutrition & Baking
- Chosen by Pepsico in Nov
- 2015 to represent MENA in ‘One young world summit' in Thailand (a summit for top talents around the world under 30) choice was based on highest ratings and managerial levels under 30.
Timeline
Head of Brand Marketing
Majid AlFuttaim, Initiatives
01.2019 - Current
Regional Senior Brand Manager
NESTLE ME
02.2017 - 12.2018
Regional Marketing Manager
PEPSICO
07.2015 - 01.2017
Senior Brand Manager // Egypt
PepsiCo
07.2012 - 07.2015
Brand Manager Colas
PepsiCo Egypt
12.2009 - 07.2012
Assistant Brand Manager
PepsiCo Egypt
11.2008 - 12.2009
Junior Qualitative Research Executive
SYNOVATE, Synovate Egypt
07.2007 - 10.2008
Summer Trainee
Vodafone
01.2006 - 01.2006
Bachelor of Arts - Economics
Faculty of Economics & Political Science
09.2003 - 06.2007
MBA - Marketing & Business
Arab Academy For Science & Technology