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haidar choughari

Candidate ID: 1665642

Career Summary

Creative and passionate marketing professional with excellent strategic and interpersonal skills. Graduated from Lebanese American university holding bachelor degree in marketing. In total I have more than 11 years of professional marketing experience.

Skill Set

brand management, product launch, marketing strategies, business development

Professional Information

Total Experience : 9

Nationality : Lebanon

Qualification Level : Post Graduate

Job Function : Marketing / MR

Work Location Preference : Bahrain, Qatar, UAE

Detailed Profile


Arla food (puck), Riyadh, KSA

Senior Country Category Manager/Cooking category/

Achievements to date: December 2010(present)

• Provide a yearly business plan and an aggressive activity plan for my category & the brand
In-order to achieve my targeted sales and to increase the market shares aligning it with the
5 year plan building blocks of the brand and the category.
Provide the brand strategy and the drives that we need to work on to trigger the growth factors.
• Regional strategic experience imbedding it in my local activity plan for my products.
• Analyzing marketing programs and adjusting the strategy and tactics to increase effectiveness in
sales and branding aspects in channels for my products
• Setting the budgets plan for the category based on the yearly activity plan.
• Handle all the BTL and the ATL communications and strategic plan of it.
• handle all the Promotion policy plan for my products.
• Customer marketing plan for each account. (Tailor made sales plan)
• Wide range of knowledge and experience in the retail sector and also in consumer knowledge
due to more than 11 years of experience in KSA & GCC
• Provide the yearly forecast for my product and the promotion range too.
• Negotiates contract terms with outside agencies and suppliers.
• Managing researches/and leading the projects for quantitative and qualitative research.
• Reviews analysis of marketing surveys on current and new product concepts in order to
recommend future product development. (sterilized cream, Whipping cream, cooking cream, Milk powder)
• Handling all the NPD pipe lines in-order to ensure the growth of the category.
• Aggressive NDP pipeline succeed in launching and re-launching it; Cooking cream, Milk powder,
evaporated milk in tins, flavored thick cream, flavored yogurt for kids, chocolate mousse, spray cream, butter spreadable, Labneh, sauces, milk powder: products that i have launched throughout my marketing career in almarai and Alra.
• Execute, monitor and evaluate the activation of the campaigns.
• Building strong incentives programs for all channels to lift volumes.(sell in and sell out programs)
• Developing the best in store execution on shelf, floor display, and in the chilled section.
• Successful executions for puck activations and sampling programs across MENA ,plus Progressing
in these activations to set sales targets in it.
• Handling the entire ambient plan for the floor display support in the company including ramdan.
• Plans, promotes, and executes sales meetings and community and goodwill events.
Helps establish and maintain consistent corporate image throughout product lines, promotional materials, and events.

Almarai Company(FMCG), Riyadh, KSA 2008 – 2010

Junior Category Manager/Assistant Brand Manager

I have joined Almarai as junior category manager in the pots category (yogurt flavors/& plain zabadi) and got promoted after 1.5year into assistant brand manager and then joined the culinary category. During that period I was responsible for defining the communication strategy for my products and proposing, developing and Introducing relevant line extensions for the brand that contribute to share and volume growth across the region.

Achievements to date:
• Assist the Group Product Manager in the development of the marketing strategy which grows the
designated product portfolio.
• Brand Management focuses both existing products and new product development.(flavored
yogurt with apricot, Chocolate mousse for kids).
• Handling and leading in the researches directed for my category and updating the marketing
manager/group product manager with the reports.
• Handling monthly meeting with procurement and supply chain inorder to ensure our marketing
plan of promotions and activities are aligned with the business plan.
• Follow ups on the SFDA approvals and executing the necessary actions needed to work it out.
• Managing and executing the Category marketing activities.
• Assists in the assessment of new market segment opportunities and leads the organization
through new product launches. Responsible for management and overall supervision of sales and merchandising force objectives.
• Establish direct contacts with major customers and recommend strategic marketing and sales
• Meetings with the creative agency inorder to set the campaigns

Blom Bank, Lebanon, Beirut 2007 - 2008

Senior Sales & Marketing Agent
In charge of meeting VIP customers and discussing with them the bank’s financial products. I worked on attracting new customers to apply for the housing loans within a different pool of products within the bank. Our approach was proactive, and it was all based on personal efforts (cold calling, and new customer acquisition) since we did not have a list of existing clients to approach.

• 9 months as a salesman outside the bank (retail department)
• 3 months as CSO (customer service operation)

2002-2005 Lebanese American University, Beirut, Lebanon
BS in management and emphasis in marketing, Score / GPA 2.8.
Ambition: To have a master degree in marketing

2000-2002 School
Leycee national school (BAC 2)/

2000-2001 A+ certificate from new horizon (Hardware and software).

Training Courses:
• Presentation Skills by CEDAR Associates
• Problem solving skills certificate
• NEBSM training by CEDAR Associate
• Problem Solving Skills by Meric for Training & Consulting
• Health & Safety by Al Marai
• Integrated and Effective Personality by KFUPM
• 7 Habits of Successful Personality by KFUPM
• Successful product launching certificate
• Project management skills certificate
• Business report writing skills certificate

LANGUAGES English, Arabic, first level of French.
PERSONAL Lebanese; Age 34; Marital Status single
INTERESTS Reading sports Magazines/DJ Mixer/playing football
REFERENCES Available upon request