Leila Dekali Email & Phone Number

Lille, Fr

Ville De Paris, Île-De-France, France

Member of the French steering committee Shape our Revenue Management policy :> product listing priority based on performance and profitability> portfolio optimisation: rationalisation based on margin and shopper data > price recommendation based on price elasticity and psychological threshold> promotional strategy: mechanics by channel, development of new promotional format > Price Pack Architecture: develop new format to grow profitability and better fit with shopper needs> merchandising strategy: new shelf organisation tested in real-life conditions, +15% sales in tested stores, currently deployed in Système U storesWork to expand the space allocated to the overall categoryCarry out consumer & shopper research (brand KPIs, concept test, etc)Lead Trade Marketing: major Olympic Games' activation campaign in-store, partnering with Coca-Cola and Cojo Lead and develop a team of 7 people (awarded best manager in 2022)Participate actively in CSR via the innocent foundation, contributing for 4 years to a medical research project against child malnutrition

Ville De Paris, Île-De-France, France

Established harmonised Category Management function in the Benelux and Mediterranean> optimal data crunching and automated performance dashboards> category vision for key customers: Albert Heijn, Delhaize, Carrefour, EsselungaEstablished Consumer Insights function in the regionCarried out innovative shopper research in France based on new technology: over 20,000 shoppers, 600+ in-store interviews, +7.5% of sales in tested stores, new layout adopted by 3 major Grocery customersStructure and develop a team of experts in category management and insights accross the region

Ville De Paris, Île-De-France, France

Developed long-term category strategy + 3-year vision of the categoryBuilt our 4P guidelines: assortment, promotion, price, merchandisingStructure and develop a team of Category experts in France

Région De Paris, France

Senior category manager looking after our on-the-go strategy in France; Objective: growing our revenue on small formats (under 500ml) by double digit in Y1 and drive strong category growth for on-the-go consumption- Creating strategy and guidelines to achieve our growth ambition- Sharing assortment prioritisation & pricing hierarchy with the commercial team- Building business case to develop NPD in our on-the-go range- Developing an engaging category vision for French retailers regarding on-the-go juice & smoothies consumption - Shaping a new merchandising vision to develop soft drinks consumption at Grocery front of store

London, Royaume-Uni

dedicated to UK QSR and High street clients (Boots, Starbucks, etc…)key achievements:- Gaining Category captaincy with Boots in January 2017: +47% in number of SKUs i.e +2,5m£ growth in saleout- Renewing exclusivity at Starbucks for another 2 years thanks to Insights driven and consumer centric story (Coffee shops consumers research)On-the-go Category strategy to feed into all of Grocery and OOH retailers- Range recommendation according to shopper mission- OOH Shopper research : drivers / barriers to purchase, shopper journey and fixture of the future vision brought to life to retailers thanks to virtual reality software (virtual shelf)- Managing the OOH Category manager on Travel and Foodservice

London, Royaume-Uni

dedicated to UK Travel and Foodservice clientskey achievements:- gaining listing in Shell petrol stations in July 2015 from 0 to 10 SKUs driving category performance of +42% for Shell UK- Signing off a Merchandising partnership with WHSmith: Breakfast corner to develop on-the-go occasions at breakfast in this famous UK newspaper specialistData system expertkey achievements:- reshaping our Nielsen data system: moving from local databases to online GTC database and saving 50% of our annual budget by doing so- managing our Category intern to deliver impactful and accurate category dashboards

London, Royaume-Uni

dedicated to Arla Foods (biggest European Dairy Group in Europe)

Région De Boulogne-Billancourt, France

Dedicated to the French retailer Système U – 18 billion € turnover in FranceWorking on 6 major categories (Hair Colorants, Hair Care, Styling, Toothpaste, Shower gels, Skin care, Deodorants & fragrances) in which Henkel had a portfolio of over 300 products representing more than 20m€ revenue. Key achievements:- Overall Henkel Beauty care ranges grew by +11% despite some rationalisation happening at category level - Category captaincy on Hair Styling products : leading to +13% value sales growth for the retailer - New Merchandising set up and Signage at fixture for Hair Colorants: new concept "hair colouring simple as 1, 2, 3" in order to educate shoppers at fixture and convert more of them into buyers

Région De Paris, France

- Manage relationships with more than 100 stores’ managers in Paris- Increase listings and brand visibility in-store

Région De Paris, France

- Assist brand managers in major marketing campaigns- Prospection of new suppliers, production and stock management of all POS displays- Monitor Trade Marketing Budget - Optimise stock management of POS leading to substantial savings- Organise large sampling sessions- Couponing : Design, create, follow-up and analyse couponing campaigns

Shanghai

working on a real business case with MCI company (big international event organizer for Healthcare players)

Noisiel

Buenos Aires, Argentine

- organizing cultural events and debates

Master'S Degree, Sales And Marketing

Ranked 5th best European MSc by Financial Time

Entrepreneur For Asia Program

Education record