•Formulated full year 3 integrated business plans (AOP’s) for two brands (Lipton & Brooke Bond) contributing to 95% of total business turnover.•Won 3 gold awards (MENA Effie’s, LYNX & MENA Smarties) for best real-time & best beverages marketing campaign of 2022 & 2023.•Landed a 3-year sponsorship deal with Al-Ahly FC as the main beverage partner with the aim of growing brand affinity, turning Lipton into an overnight sensation.•Developed multiple 360 communication plans resulting in:•7 pts increase on brand top of mind.•Representing Lipton in META & TIKTOK MENA regional case studies for best practices on owning occasions and localizing content for maximum relevancy.•Grew Lipton’s market share by 4 pts annually and 11 pts bi-annually within the most profitable segment (black tea bags), despite a 42% YTD price increase.•Assisted the shopper marketing team with designing & executing Lipton’s first RTM & on-ground activation within a key OOH channel, resulting in 4X growth in distribution and 5X in turnover.•Worked closely with the finance & shopper marketing team on optimizing Lipton’s product/channel mix & pricing strategy, enhancing gross margins from 36% - 41% in 1 year.•Led multiple End-To-End networks and innovation pipelines with R&D, Supply Chain and Finance, including Lipton Egypt’s first premium launch – Lipton English Breakfast.•Worked closely with CMI on retail audits, brand audits, usage & attitudes, concept/product testing to pinpoint opportunities for increasing penetration, product/market development & premiumization.•Managed & tracked the full brand & marketing investments across all three segments of Lipton.

•Re-launched the company’s first VFM brand (Blue Tea Pot), with the aim of penetrating rural areas in Delta and Upper Egypt, gaining 3% market share against our main competitor in its first year.•Supported an increase of 25% in total brand distribution by reformulating Lipton’s total portfolio across all 3 segments, optimizing the number of SKU’s and variants, introducing smaller penetrating pack sizes, and enhancing channel/product mix.•Ensured steady growth across brand funnel in line with our goal to increase overall brand power through always-on 360 communication strategies.•Developed consolidated full year marketing and innovation calendars, consumer and trade promotions, channel specific events and loyalty programs with the support of the category & channel development team.•Led projects with supply chain and R&D on reducing factory complexities and generating packaging & raw material savings leading to overall supply chain cost reductions and gross margin enhancement.

• Developed Persils first ecommerce brand stores across e-retailers ensuring proper implementation of 7OA’s.• Forecasted Top line annual Sales targets and optimized full P&Ls for 2 brands (Mass & VFM).• Presented Full P&L Analyses pinpointing COGS & Supply Chain Cost reduction initiatives to optimize Gross Margins.• Worked closely with the trade marketing & sales team on enhancing Persil’s RTM & distribution models to enhance market coverage & distribution.• Ensured S&OP efficiency, collaborating with the demand/supply planners on enhancing forecasting accuracy, reducing bias, optimizing stock levels while executing liquidation & rundown plans.

• Led the localization of global innovations for L’Oreal Paris Elvive while executing 360 communication strategies within the consumer product division.• Collaborated with R&D on pinpointing product extension opportunities & managing innovation pipelines based on market gaps and white spaces indicated by brand audits and Usage & Attitude studies.

• Tracked and analyzed sales data by channel and region for two brands and prepared weekly recommendations to the Trade MKTG & Sales teams for continuous improvements on distribution plans, product/channel mix and opportunities for expansions.• Tracked MTD Sales Reports and prepared weekly reports to ensure demand and supply chain constructive collaboration.