Elham Mohseni Email and Phone Number

Defined long-term brand strategies aligned with corporate objectives and set relevant measurements to meet business targets.Launched the leading 360 marketing campaign, recognized as the benchmark by headquarters for execution across all Middle Eastern subsidiaries.Led innovation projects and managed portfolio P&Ls based on consumer insights to achieve targeted volumes and profits.Collaborated with cross-functional teams and agencies for executing launch and post-launch projects.

Collaborated with the global headquarters to strategically define product features, accurately estimate supply and demand, and ensure alignment with business objectives.Worked closely with B2B and B2C sales representatives to align key initiatives and effectively convey product benefits to end users.Developed and oversaw strategic marketing plans and budgets, and successfully executed both ATL and BTL campaigns.

Repositioned the yogurt category by refining the portfolio features and benefits, packaging, and communication strategies, leading to a 15% sales growth.Redefined the category segmentation and added low-fat yogurt to the portfolio, resulting in an 11% growth in total category sales.Prepared marketing plans and determined relevant metrics to measure marketing activities’ effectiveness and ROI.Collaborated with cross-functional teams to incorporate the plans and drive the business objectives.

Led brand projects at the corporate level for different business units and identified relevant brand and portfolio strategies aligned with each business unit and category objectives. Defined a new segment as benefit-based brands in various business sectors and distributed it to each business unit to establish relevant business plans.Led the launch of one of the benefit-based brands which contributed to 35% volume growth in its first year of launch. Worked closely and proactively with business stakeholders, strategic and creative agencies to develop corporate brand strategies, ensuring effective delivery of brand benefits to the target audiences.

Questioned and initiated the change in the corporate branding strategy from the family brand to individual brands. Launched a new brand for the frozen food category, based on a deep understanding of consumers’ needs and insights, contributed significant results in category consumption, brand awareness, and business objectives. Worked closely with internal and external teams to position the new brand in the market through integrated marketing communication tools.Monitored post-launch activities to guarantee brand health via research, training, and CRM.

Developed portfolio strategy by defining product expansion from a narrow range to more than 50 SKUs for different channels which ended up with 5 times growth in production and sales.Collaborated with cross-functional teams to delineate product specifications and contributed to setting sales objectives and coordinating promotional in-store events.Developed product marketing plans to achieve product awareness and sales growth.

Prepared research briefs, methodology, and techniques for qualitative and quantitative research aligned with marketing strategies, demands, and business objectives. Implemented research projects including sampling design, data cleaning, statistical analysis, desk research, data analysis, and reporting.