Anas Alsharief Email & Phone Number

Riyadh, SA

Riyadh, Saudi Arabia

• Formulate a comprehensive strategic plan for penetrating the Saudi leisure market, leading to increased market presence and revenue growth. Identify and secure key partnerships crucial to market entry while creating a.
• Devised a 3-year volume plan outlining budget allocations, visitation targets, and a strategic plan for establishing representative offices.
• Orchestrated high-impact campaigns and events to drive brand awareness and customer engagement by managing a dynamic marketing and activation calendar.
• Examining market potential, business development and Umrah strategy across Europe and Americas
• Drove strategic business development initiatives to identify growth opportunities and forge valuable partnerships.
• Managed a multi-million SAR budget for a new sector with efficient resource allocation and financial accountability.

Riyadh, Saudi Arabia

• Devised marketing and communications strategies for Europe and the Americas in 2022 / 2023 to drive brand awareness and growth. Led high-impact projects, including FIFA World Cup sponsorship activation, COOP.
• Represented the nation and delivered the Wizz Air activation project, which invited 100 Italians to an undisclosed destination in KSA.
• Achieved a 50% increase in visits in 2022 and growth in awareness (5pts) and consideration (6pts).
• Attained 28M reach, 36M impressions, and 2M engagement on social media platforms.
• Received coverage from 30 media outlets, generating 53M impressions and reaching an audience of 2.6M.
• As part of Wizz Air activation drove commercial growth with a 124% increase in daily bookings / 161% surge in searches website/app.

Riyadh, Saudi Arabia

• Directed an initiative to establish a governance framework between the Saudi Tourism Authority (STA) and various Destination Management Organisations (DMOs) across Saudi Arabia, including NEOM, Red Sea Global, Royal.
• Pioneered the development of a DMO governance model that became the national standard for defining the roles of engagement between STA and other DMOs on various topics, including marketing, trade engagement, and.
• Piloted critical projects, including international visitor activation for Riyadh Season, F1 activations and bundles for domestic and international visitors, the DMC enablement program, and Tourist pass development and.
• Built a team of 5 direct reports and designed function-specific roles and organisational structures to clarify job-related responsibilities.

Riyadh, Saudi Arabia

• Directed the Potato Chip (PC) business representing 70% of the BU brands and contributing 60% of the revenue, totalling ~$600 million, while overseeing the entire marketing mix. Managed a team of 4 direct reports to.
• Steered critical projects, including successful Champions League sponsorship activations, multiple flavour launches, the launch of Poppables, the restage of Lay's brand, Tasali restage, Lay's Max relaunch, and Forno.
• Achieved double-digit growth in the Potato Chip category compared to the previous year by executing robust brand marketing strategies.
• Delivered a 2% growth in market share through effective market penetration and competitive positioning.
• Revived growth momentum of the Tasali brand (the most profitable PC product) by leading a relaunch campaign.
• Oversaw the successful launch of Lay's Flamin Hot to expand the product portfolio and enhance market competitiveness.

Dubai, United Arab Emirates

• Led negotiations, activation, and key account management for PepsiCo across the MENA region, encompassing the food and beverage sector by managing existing customers, acquiring new regional customers, and supporting.
• Managed a diverse portfolio of key customers, including industry giants like Domino's and SODEXO, by overseeing renewal negotiations and building mutually beneficial partnerships.
• Improved profitability by optimising the contracts, shifting from time-based to volumetric agreements and enhancing overall performance.

London, England, United Kingdom

• Developed a comprehensive global portfolio architecture and innovation strategy aligned with product offerings, market demands, and growth opportunities. Led scoping and validation efforts to ensure efficient.
• Directed notable product launches, including the successful introduction of AquaTea in Australia and Sparkling beverages in the U.S., Netherlands, and Mexico, expanding the brands' reach and market presence.
• Championed innovation projects across major markets, including China, U.S., Russia, and Asia, to meet regional preferences / dynamics.

Jeddah, Makkah, Saudi Arabia

• Steered marketing efforts across the GCC and Levant regions by developing localised campaigns and adapting global campaigns, enhancing brand visibility and market penetration.
• Pioneered the development of the brand's social media presence by creating accounts and launching engaging content; earned recognition from Facebook for exceptional online engagement.
• Accomplished double-digit growth compared to the previous year, even during challenging circumstances like border closures in Syria.
• Managed distribution partners in Qatar, Bahrain, and Saudi Arabia by optimising channel relationships and ensuring product distribution.

Jeddah, Makkah, Saudi Arabia

• Charted a marketing plan for an executive education program in collaboration with Thunderbird University to target corporate clients. Served as the publisher for the company's employee magazine by overseeing content.
• Established an in-house media monitoring system to enable real-time tracking of company mentions and news coverage.
• Managed Xenel Industries' booth and participation in the prestigious Jeddah Economic Forum to improve brand visibility.

Dammam, Saudi Arabia

- Managing the total deliverables of the Eastern Region- Analyzing marketing and trade audit reports- Preparing the annual plan and sales forecast- Leading a team of 5 full-time and 21 part-time employees- Overseeing the Eastern Region's DP transition