Sameer Kapadia Email & Phone Number

Jeddah, Makkah, Saudi Arabia

Jeddah

Find out more at www.sameerkapadia.com

Jeddah, Makkah, Saudi Arabia

responsible for launching the company's loyalty program in record time (within 2 months) from market research, concept development, creative asset and content development, digital presence, infrastructure setup, testing and finally piloting it in-stores. On-going enhancements included adding features as well driving awareness via in-store (promoters, POSM, staff training and incentives) and digital (paid media, influencers, SEO, in-app loyalty card, online contests and targeted vouchers). Achieved record breaking results of +10 million members enrolled in less than a year from launch, doubled member offers and avg discount benefited by members. I also introduced partner discounts for members to drive mutual benefits for Panda, our members, and our partners. I guided in the development of KPI reports to help us understand and evaluate the programs performance. I designed targeted campaigns to retain lost customers that achieved positive conversions and incremental sales.Other responsibilities included PandaClick to Panda App transition and enhancements including testing quick commerce, improving digital navigation and range availability. I spearheaded driving App awareness by adding key and relevant messages in the company's popular promo leaflet and via social media.Among key accountabilities of CRM function that I was leading is Customer care. I supported the transition of this function with our outsourced agencies twice to find efficiencies and better handle customer complaints and enquiries. I worked with Salesforce and Ameyo to capture customer records, developed top line reports and dashboards to monitor performance. I reviewed CSAT score reports to help retarget customers to improve their experience and retain them. I developed IVRs and chatbot flows to help automate the customer experience across all touchpoints.

Jeddah

responsible for oils category within KSA, GCC and North African markets. I initiated an independent landscape assessment, market research (Quant and Quals) to develop communication concepts for leading frying oil in partnership with creative agency. I defined the deliverables in a concise creative brief and aligned internally on go-to-market plans to help the brand after a gap of six years finally have an updated TVC that was relevant to the consumer and supported its retail presence. in addition I also championed the regional cost optimization project by reducing production costs in compliance with local food and drug laws. Regional collaboration included launching of new lines in Sudan and improving distribution in Egypt. I also championed digitization of 20 years of documentation within a regional SharePoint.

Riyadh, Saudi Arabia

leading the marketing function at one of the projects under Misk responsible for market research, ideation and concept development.

Al-Riyadh Governorate, Saudi Arabia

North York, Ontario, Canada

Performing key dual roles with external selling in Canada for largest GDM retailer (doors & $s) Loblaws Inc. & Shoppers Drug Mart:Vendor Advisor & E-commerce Manager - for Loblaws on Hair, Feminine Hygiene, Shave Care and Click & Collect; scope of responsibility included: promo opt; shopper psych; purchase decision tree, e-navigation; shelf design/planogram, distribution, e-content, and overall business analytics ie. pre-& post studies.• Led new initiative launches quarterbacking with multifunctional teams internally and externally to forecast demand, secure supply, drive trial via media activations and merchandize / display plans. • Performed data analysis, deep dives, consumer research using 3rd party tools, Nielsen, Kantar to present case for strong launch support, increase distribution and feature activity to grow POS & Profit vs. YA and ahead of market.• Delivered (as account handler) distribution gains, increase + 3 SKUs (Bounty + Olay); over-delivered internal shipment targets + 8 pts FY16/17 and grew $ share for first time in 3 years on skin.• Delivered (as vendor advisor) +13 increase SKUs Fem (introduced a new size at the retailer) + 1st time ever signage on both Fem and Hair (grew +2pts $ share vs. pre Signage). • Also, qualified as a P&G interviewer, recruited 3 full time hires from Ivey for FY1617.

North York, Ontario, Canada

First assignment in Canada coming from Saudi Arabia from a marketing function into Sales - thrown into the deep end to handle the most complex key account on the most commoditized category; Family Care (Bounty, Charmin, & Puffs = handling a total budget of +$50 million). Besides the challenges of a new environment, new function, it came with high expectations and quick turn around. I was responsible for trade spend budget, merchandise planning, demand creation at the retailer via collaboration with shopper marketing; 2 year vision planning whilst handling transactional pressure of a very competitive market. Initially I was overwhelmed and found myself trapped in managing a new system, new relationships both externally and internally and the ideaology of self management. Gracefully I managed to turn around the problem into a solution and exceeded company expectations on Sales and estimated Net Profit for both retailer and P&G and established long lasting bonds. Lesson learned, Accept adversity; Be adaptable; and No challenge is too difficult if approached with the right support and mindset.

Jeddah, Makkah Region, Saudi Arabia

Responsible for brands’ P&L, shipments, setting brand strategy and objectives (OGSM), business and market analysis, development and execution of marketing plans, training and developing assistant brand managers and budget management.Spearheaded the launch of Downy Concentrate (CT) with a bold target of converting 50% of dilute users to CT & Fairy Platinum (premium line extension of fastest growing dish care brand in MEA region)to grow value share by 0.5 pts on a brand that was in top 80% share and facing tough value / retailer brand competitive activity. • Leveraged cascading choices to enable and envision team of two direct reports on a plan to optimize budget and maximize reach via holistic campaign to drive trial. Worked closely with multiple agencies to create plans to grow POS.• Grew CT faster than dilute 66% contribution of shipments + 264% Idx vs. P6M, = 1 Million stat unit on total brand (record high vs. 600 on avg.). • Achieved record (on Fairy) of most dishes cleaned awarded by Guinness World Book of Records and grew + 1.2pts value share (0.7 pts on platinum alone) reaching a record value share for total branch at 82% in FY12/13.

Jeddah, Makkah Region, Saudi Arabia

First assignment to manage the company's value tier fabric care brand, Bonux. Led commercial innovation, forecasting, developed TVC, display design & planLater, I was responsible for Downy, introducing Concentration initiative along side the Laundry team. Despite tough competition as well equity concerns within the region, was able to deliver a qualified, high scoring TVC and pivoted strategy to focus on softness to create a differentiation. This led to progressive share growth and improved sales within GCC. I was privileged to work on the top tier brand, Ariel where I managed the partnership with LG and led the Water Saving initiative with Ministry of Water and Electricity and the National Water Co. Collaborating with digital and media agencies to develop a strong edu copy and microsite to drive awarensss on front loading washing machines. This led to improved top of mind on the brand, strong sales support with displays carrying the message endorsed by the Ministry and most importantly a strong market share result.Lastly got to work on Tide. This was a challenging and exciting opportunity as I learned to balance the communication between value and performance to maintain brand positioning of mid tier. My key areas of focus was creating a value packaging that helped traditional trade (C stores) while not leaking from modern trade (Super/Hyper markets). Understanding consumer and trade psychology, I wrote a reco and executed creation of multiple small size pack bundle shrink wrapped exclusively for traditional trade. This helped retailer margins, grew brand market share and sales as trade were excited to invest into this packaging.I was tasked to introduce Tide for Abaya, to compete in the liquid abaya wash space. I managed the writing the reco and working with agency on packaging design and communication plans. I take pride in pioneering for P&G Saudi to invest in digital media assets for Tide to progress the company's communication into the future.

Jeddah, Makkah Region, Saudi Arabia