Afraa Idries Email & Phone Number

Dayton, Oh, Us

Dayton, Ohio, United States

Drive brand identity, strategy, positioning, messaging, and competitive differentiation.Lead sales enablement efforts and coordinate marketing activities for products.

United States

As the overseer of a designated retail brand portfolio, both domestically and internationally, my role is pivotal in driving brand growth and spearheading new product development. I take charge of initiating, coordinating, and leading the commercialization of innovative products, ensuring a strategic approach to product positioning, pricing, and effective product life cycle management.Collaborating closely with the Marketing Manager, I play a key role in shaping the brand's voice by crafting comprehensive Advertising, Social Media, and Promotional strategies. These initiatives are not only geared towards engaging end users but are also focused on maximizing visibility for new product launches, ultimately boosting overall brand awareness.My collaborative efforts extend to close partnerships with Sales, Marketing, R&D and Market Research teams, where we collectively create targeted retailer and channel product activations. This strategic collaboration aims to drive volume and foster growth, leveraging relationships with our key customers. In essence, my role revolves around strategically managing and enhancing the core aspects of brand growth, new product development, and overall market visibility.

Sudan

Resigned to relocate to the United States. • Translated strategies into plans for a dairy products brand that delivered >$40M in annual revenue, and 20% to 25% market share growth per year. Succeeded in achieving top-mind awareness of the brand (according to national surveys).• Conceived and managed numerous marketing events that included special promotions to key customers, local radio programs, children’s publications, and a nationwide celebration that recognized the 20-year anniversary of the brand, and required combining 430 retail store events into 30 mega events.• Increased YOY sales an average of 12%, and introduced new products that grew overall revenue 27%. Expanded a former B2B channel product to the general consumer market, and introduced tactical new flavors for drinking yogurt and feta cheese.• Strengthened brand loyalty by developing and overseeing social media content (Facebook and Instagram) that drove product promotion. Set new records in the number of page views (5K) in a country where most citizens do not have access to the internet, smart phones and computers.• Supported strategic and creative teams during a joint venture, nonprofit effort between DAL Company and US AID that provided free milk to school children in lower-economic regions. After year one, 70% of students in the program graduated to the next educational level. • Contributed to the launch of 7 products across juice, yogurt, cheeses and puddings, 2 of which were the fastest-growing items in the brand portfolio. Selected achievements included:o Oversaw the advertising campaign for a newly packaged milk product that drove a 17% increase in the fresh milk sales category within 6 months. o Handled all product development. Conducted and analyzed consumer research. Worked with R&D to create a new feta cheese range. Teamed with Creative to produce advertising, an outdoor map and media plan. Partnered with Sales to determine best distribution methods.

Sudan

Monitored market trends and competitors’ activities to identify opportunities and key issues. Conducted qualitative and quantitative consumer research. Analyzed/reported sales results to executive leadership. • Boosted sales 7% above target by planning, coordinating, budgeting and attending national tradeshows and fairs to promote existing and new products. • Raised brand awareness by organizing and hosting manufacturing plant visits for >2K customers representing different segments of Sudan society.• Teamed with Quality Control and Sales to resolve issues and retain customers. Maintained a 98% satisfaction rate.

Sudan

Recruited by the General Manager to plan, develop, and implement marketing campaigns for 5 key customers including the region’s largest telecommunications business. • Contributed to the launch of a product line that increased revenue 37%, and delivered a net profit of $100K in its 1st year. This co-marketing venture expanded the customer base by 20%.• Transitioned the company from renting theatre and sound equipment to purchasing its own systems. Resulted in cutting costs 40%, with an estimated ROI of 3 years.• Centralized the embroidery of branded tee shirts for customers. Cut delivery time from >45 days to just 7 days, and allowed the company to accept short-notice projects. • Opened opportunities to work with international companies by successfully managing a major event for international investors. Handled all deliverables.

Sudan

Quality Assurance ManagerRecruited by the Production Manager for a newly established department. • Set up and monitored a quality management system. Drove continuous improvement, and resolved >80 customer complaints.• Cut repackaging costs about 80%, and increased the profit margin by contributing to the initiation of changes in how finished products were packaged.

Master'S Degree, Business Analytics

Short Course, Leap (Intensive English Program)

Bachelor Of Science (Bs), Chemical Engineering

Activities and Societies: • Elected as the Media Secretary of the Chemical Engineering Student Society (CHESS), 2004. • Elected.