Sr. Branding Manager at Golden Chicken Farms Co. (2023-05 – Present)
- Repositioned Golden Chicken as a premium market leader through refreshed brand identity, modern packaging, and targeted shopper strategies.
- Designed and executed the fighter brand Amjad, capturing value-driven consumers while protecting Golden Chicken's ASP and premium market share.
- Built a future-focused brand architecture, aligning premium and value portfolios with optimized pricing, segmentation, and promotional frameworks.
- Delivered integrated growth strategies across Fresh, Frozen, and FPP categories, driving double-digit volume growth and category profitability.
- Led 360° marketing campaigns (online, offline, and in-store) to reinforce premium equity and expand consumer reach.
- Managed full P&L ownership and marketing budgets, improving profitability, operational efficiency, and ROI.
- Directed product innovation and portfolio development, ensuring market relevance and long-term competitiveness.
- Provided CEO-level insights through market intelligence, competitor analysis, and performance reporting to steer strategic decision
Group Marketing Director at Saadeddin pastry Group Co. (2022-01 – 2023-12)
- Conducted market research, sales forecasting, and competitive analysis to identify growth opportunities, emerging segments, and demand trends.
- Directed multi-channel marketing strategies (digital, retail, trade shows, and activations), boosting brand visibility, ROI, and consumer engagement across KSA and international markets (GCC, UK, Canada).
- Executed pricing and profitability strategies, maintaining competitive positioning while maximizing returns across product lines.
- Led the full Private Label strategy for confectionery and bakery (Jowel Chocolate, Crumbley Cake), from concept to market launch, driving incremental revenue and category share.
- Built strategic partnerships with major retailers, aligning Private Label offerings with shopper behavior, category trends, and promotional calendars.
- Strengthened brand presence on social media, growing communities through targeted engagement and platform-specific strategies.
- Managed marketing budgets with strict ROI focus, ensuring optimal allocation and campaign profitability.
- Delivered strategic insights on product performance and market intelligence to guide SKU optimization, pricing adjustments, and long-term category health.
- Developed and launched Private Label product ranges, overseeing concept creation, pricing strategy, packaging development, and in-store merchandising.
Brand & Commercial Manager at Herfy Foods Co. (2020-01 – 2022-12)
- Led the development and execution of comprehensive brand strategies, including repositioning initiatives to elevate brand perception and market relevance.
- Directed brand repositioning projects covering packaging redesign, communication strategy (online & offline), product segmentation, and in-store visibility enhancements, tailored to shopper insights and market trends.
- Worked closely with cross-functional teams and external agencies to refresh brand identity and visual equity, ensuring consistency across all consumer touchpoints and channels.
- Orchestrated marketing projects aimed at accelerating product penetration and strengthening category presence, aligned with repositioning objectives and commercial goals.
- Utilized key metrics, market data, and consumer research to assess brand health and campaign effectiveness, providing strategic recommendations to executive leadership.
- Conducted competitive analysis and market opportunity assessments, creating detailed business cases for brand repositioning and category expansion opportunities.
- Facilitated regular strategic planning sessions with leadership, setting brand milestones, refining communication messaging, and tailoring positioning to consumer segments and trade channels.
- Directed the planning and execution of integrated marketing campaigns across digital, traditional, and in-store platforms, ensuring brand consistency and optimized consumer engagement.
- Built collaborative partnerships with key retailers and distributors, aligning repositioned brand offers with customer needs and category dynamics.
- Provided strategic leadership and clear brand vision to internal teams, driving operational excellence and ensuring flawless execution of brand repositioning projects.
Marketing Supervisor at Al Nabil for Food Industries Co. Ltd. (2016-01 – 2019-12)
Trade Marketing Executive at Al Nabil for Food Industries Co Ltd (2013-01 – 2015-12)
Marketing Officer at Al Nabil for Food Industries Co, Ltd (2012-01 – 2013-12)
Marketing & Communication Officer at Luminus for Education (2008-01 – 2012-12)
