• Contributed to defining and implementing the Winston Portfolio Strategy, enhancing Product Line Strategy and innovating with Line Extensions/Brand Stretches beyond traditional categories (HTS category).• Ensured Winston's products surpassed established benchmarks in quality and cost through vigilant monitoring, maintenance (including PAM testing, regulatory changes), and spearheading New Product Development initiatives in collaboration with R&D, GI&I, and other key stakeholders.• Directed the strategic development of Pack/Design architecture across various line propositions/extensions/categories, optimizing consumer relevance and product appeal.• Established Winston's Brand Positioning and Values, identifying and utilizing effective communication territories and tools to engage with consumers dynamically.• Supported the mid/long term strategic evolution of the Brand, playing a pivotal role in the development and preparation of the ASP exercise, and collaborating with all involved functions to foster a robust development framework for the Brand.• Fostered relationships with global markets, providing support and guidance for their strategies, ensuring exemplary implementation of global plans.

• Developed and executed the In-Market Strategic Direction through comprehensive Annual Strategic Planning (ASP), skillfully allocating resources and budget to significantly boost top line sales and enhance brand contribution.• Seamlessly integrated initiatives between Marketing & Sales teams, achieving optimum results aligned with agreed objectives, ensuring a cohesive and effective approach.• Led the strategic development of the brand portfolio, pricing, trade, and distribution strategies across GCC, adhering to HQ guidelines, leveraging best practices, and adapting to market dynamics.• Set and meticulously evaluated annual investment allocation, efficiently managed the investment approval process (BAPs), and oversaw brand P&L and resource allocation to optimize financial performance.• Collaborated with Market Managers on the development of all marketing mix elements, including new products, packaging, ATL (Digital)/BTL communication, and promotions, ensuring strict alignment with brand positioning and consistent strengthening of brand equity.• Actively participated in Strategic Insights projects, providing critical data on consumer needs and profiles, channel and trade characteristics, as well as the equity of JTI brands, to inform decision-making.• Led market modeling and scenario planning, applying advanced analytical methods to forecast market trends and inform strategic decisions.• Drove innovation, particularly in identifying new and creative ways to reach and engage consumers, enhancing market penetration and brand impact.

• Spearheaded the marketing agenda for the Gulf region, successfully achieving Diageo's Brand P&L targets and securing market share growth across the UAE, Oman, Bahrain, and Qatar.• Crafted and implemented comprehensive annual brand plans and budgets, in collaboration with commercial and consumer planning teams, ensuring strategic alignment and fiscal efficiency.• Pioneered the concept development and creation of impactful communication platforms tailored for Dark Markets, enhancing brand visibility and engagement.• Forged strong relationships with customers and distribution partners in the region through the meticulous drafting and execution of annual marketing strategies and plans.• Conducted in-depth research in the UAE to uncover valuable consumer insights, identifying key brand opportunities and challenges for strategic advantage.• Engaged and synchronized efforts with internal stakeholders, bringing brand plans to fruition and positioning Gulf Domestic prominently on the Global MAP.

• Successfully managed and executed the Johnnie Walker TTL campaign, "KEEP YOUR FLAME ALIVE," in the Lebanon Domestic Market, encompassing all consumer touchpoints, leading to a significant increase in Market Share and BTS results, and notably winning 65 Global Advertising Awards, including the prestigious Lion D'or at the Cannes Advertising Awards.• Expertly delivered the MENA Whisky Strategy for Domestic Markets, propelling Diageo Brands to market leadership by effectively engaging with global and central stakeholders and ensuring seamless coordination across all markets.• Efficiently managed the Whisky Brands' P&L for both Travel Retail and Domestic Markets, demonstrating financial acumen and strategic brand management.• Oversaw the category dynamics, trends, and performance, conducted comprehensive competition analysis, and gained deep insights into consumers' and customers' preferences, driving informed decisions across the brand portfolio.• Achieved outstanding results in the innovation plan with exemplary in-market execution, showcasing creativity and operational excellence.

Developed & implemented brand strategies that will beat the plan to drove profitable growth of the Whisky category with a focus on Johnnie WalkerDeveloped and executed effective brand and communication strategies for the Whisky categoryWorked on engaging Communication and branding platforms for Whisky brands, leading on Print, Out of store, PR and BTL activations. Delivered consumer activation programs for the market adapting global guidelines to meet market needs and creating bespoke solutions when neededEnsured flawless execution of Whisky platforms in the market Managed the Whisky P&L for the domestic market including deep dives in brand health covering the commercial and the financial aspects Secured A&P management and investment ratios alignment with the strategy and portfolio prioritization