Responsibilities:In my most recent role as Group Brand Campaign Manager, I directed a team of four to produce 360 PoM videos for Jumia brands, whilst ensuring alignment with single-market campaigns in partnership with the Head of Brands across local markets. Moreover, I administer offline budget of $4M+ for ten markets. I also manage a $1.2M media expenditure, whilst fulfilling set KPIs for each market.Major Contributions:• Delivered globally integrated marketing campaigns within time and under budget by supervising a team of four direct reports and multiple dotted reports within local markets.• Cultivated and sustained professional relationships with Google, Meta, and Tiktok to strategically link content creativity and performance.• Automated all POM assets and saved an average of 56 hours per month for the design team by integrating a dynamic ads tool.• Ensured 20% increase in view rate and conversion by optimizing campaign performance via A/B testing of copy.• Maximized brand awareness by 7% MoM by developing single market PoM video in liaison with local Head of Brands.• Decreased CPA by 5% by improving creative direction and campaign strategy using data analysis.• Developed 14 campaigns across the year, implemented in 10 markets including Black Friday the biggest e-com event in Africa.• Played an integral part of the team in launching dark store project across five main markets.• Rolled out hard-hitting Black Friday campaign for Jumia, achieving two Effies awards across MENA region.

Responsibilities:During my duties as a Brand Manager, I steered all Brand and Marketing activities of portfolio in emerging & developing Markets across Lebanon, Syria, Iraq, Yemen, and Libya. It was I who planned and executed all brand positioning, product launches, and promotional activities via specific and measurable KPIs. Furthermore, I defined a 3-year strategic plan of all JTI's ready-made cigarette portfolio for Winston, Camel, Winchester, and Aspen. Additionally, I liaised with the sales team and conducted in-depth market analyses to understand different consumer segments and profiles, whilst developing relevant brand platforms.Selected Achievements:• Coordinated Camel & Winston's shift in manufacturing sourcing to Libya and optimised and raised JTI's gross margins by an average of $2 per 1,000 sticks.• Ensured maximum profit generation and maintained competitive advantage by establishing a pricing strategy for the portfolio.• Planned and executed all brand positioning, product launches, and promotional activities via specific and measurable KPIs.• Repositioned the pricing of entire portfolio by launching a programme for local manufacturing in Lebanon.

Responsibilities:While serving as a Brand Associate for Strategy & Portfolio, I led the periodic analysis of brand performance, consumer trends, trade data, retail audits, and qualitative and quantitative research and opportunity assessment. It was I who delivered timely market support for global roll-out and local implementation of the new initiatives by fostering close collaboration with R&D and Global Supply Chain and Sales teams. I also managed and consolidated Nakhla's $3.5MM marketing budget for 2019.Key Accomplishments:• Assisted new product development team in creation of new blends, including Lemon Mint; launched in Jordan, gaining 3.7% Market Share within six months.• Provided optimal support in the growth of Nakhla's portfolio across 52 markets by building a comprehensive strategy for Shisha International.• Developed and managed innovation concepts and assisted in future growth projects; initiated a flavour tips initiative within flavour ban markets• Facilitated Brand Managers in different portfolio and business development projects covering conventional and reduced-risk products.• Coordinated Nakhla's global rejuvenation focused on development of new brand fundamentals and commercial opportunities.

• Analyzed key needs to design wholesale improvement programs, processes and tools ensuring volume and distribution operations' efficiency• Developed activation plans aligned with overall commercial strategy, leveraging existing and emerging business building opportunities and contribute to long-term business development• Monitored and analyze ROI of channel investment on regular basis to improve overall channel efficiency• Assessed SKU in-market sales performance, wholesale stock level and overall market dynamics including consumer off-take data for accurate sales forecast • Controlled and managed indirect marketing expenses (IME) in the assigned territory in line with annual budgets• Negotiated incentive and distribution programs with Regie officials focusing on distribution and availability of Key SKU's

• Handled wholesale for Marlboro, Merit, Chesterfield and Bond in two territories representing 34.7% of total portfolio sales • Managed customers contract negotiations, KPI agreement including visibility, targets and volume programs • Developed and implemented incentive programs and promotions for all brands at wholesale • Worked on increasing sales of slow-moving SKU’s including the implementation of new a Route to Market strategy, improving numeric distribution, stabilized market price through direct distribution model, resulting in a 4% growth in sales • Lead the implementation of special field force management application in Wholesale territory• Organized and executed trade events for the launch of the Revamped Marlboro pack• Prepared and supervised the nationwide launch of Marlboro Medium