Mohamed Najib Mouline
Dubai, UAE • (+971) 50-505-4977
najib.mouline@gmail.com • https://www.linkedin.com/in/mmouline/
Personal Details:
21/10/0979 ? Moroccan ? Male
Agile and creative professional with demonstrated experience spearheading successful omni-channel marketing and communications strategies to build brand image and maximise brand exposure. Hands-on experience with visual merchandising, trade marketing, and public relations management. Skilled in leading communications campaigns to reach sales targets. Demonstrated ability to generate new ideas to develop brand awareness and notoriety. Adept at building and leveraging partnerships to grow database and recruit prospects and clients. Aptitude for managing, training, and developing direct reports. Knowledge of Middle East region and GCC markets.
Areas of Expertise
? Marketing & Brand Management
? Corporate Branding & Positioning
? Omnichannel Marketing ? Traditional & Digital Marketing
? Market Trend Analysis
? Strategic Planning ? Relationship Building
? Public Relations (PR)
? Team Building & Mentoring
Professional Experience
Izil Holding Ltd., Dubai, UAE 2012 – Present
Managing Partner
Drive strategic direction and business growth of IZIL Beauty. Oversee all financial activities, budgets, and profit and loss. Define and execute traditional and digital marketing and communications strategy. Lead brand awareness and distribution expansion efforts; negotiate space with malls and distributors and spearhead below-the-line (BTL) promotions and merchandising plans. Coordinate stores openings, hire and train staff, plan supply and demand, and formulate sales targets. Reposition and redefine regional strategy for distribution expansion, business development, and brand value. Manage 30+ new product development projects end-to-end and global supply chain dynamics.
? Boosted organic social media following to 338K+ on Instagram and 135K+ on Facebook.
? Introduced online order processes for customer sales and after-sales services via WhatsApp, Facebook, Instagram, and website online chat.
? Launched brand’s e-commerce portal, contributing to 75%+ of total company revenue.
? Boosted net profit from -84% to +20% within five years by successfully restructuring business.
? Increased year-on-year revenue; 161% in 2018, 203% in 2019, and 123% in 2020.
? Enhanced customer service capacity to process 800 orders daily.
? Obtained $1M of financing to grow business through crowdfunding, debt raising, and private investments.
PR and Blogger Manager, 2019 – 2022
Developed and coordinated public relations plans, strategies, and activities. Created and managed media relations strategy and requests. Spearheaded influencer campaigns and nurtured strong influencer network. Increased awareness and developed corporate image, voice, and presence by formulating and executing effective online and offline communication and media relations programs. Built and maintained relationships with noteworthy influencers in region to grow industry awareness, including Noha Nabil, Buthaina Al Raissi, Dr Jannah, and Dr Kholoud.
? Boosted company revenue by over 1.6K% within three years by executing monthly influencer campaigns.
? Established team of 200 micro bloggers to streamline content creation for company.
Philips Middle East and Africa, Dubai, UAE 2010 – 2012
Trade Marketing Manager for Consumer Lifestyle Division
Designed and implemented marketing strategies to increase Philips consumer lifestyle products’ success rate and brand perception in retail markets. Led merchandising and promoters’ plan and strategy; managed store allocation, product displays, store coverage, window displays, sales targets, and advertising materials. Coached and directed several teams and up to 30 employees. Executed Dubai Shopping Festival (DSF) campaigns, POS promotions, press inserts, and pamphlet distribution. Undertook supplier selection and sales and data reporting.
? Designed and employed first consumer brochure for Philips Middle East and Africa.
? Facilitated successful execution of promoters’ strategy in UAE by coordinating 20-member team, store allocation, sales targets, incentives, and data reporting.
? Updated and enhanced company category management system by including data analysis, SKU rationalisation, product categorisation, KPIs, and feature cards.
? Arranged category management stands in seven stores across GCC.
Unilever Gulf FZE, Dubai, UAE 2006 – 2010
Assistant Brand Manager, Lifebuoy, 2008 – 2010
Spearheaded Lifebuoy branding, including promotions, launch campaigns, in-store activities, and P&L. Prepared annual comprehensive forecast by SKU for each market, including quarterly promotions data. Tracked brand health and performed retail audits of category across region to ensure accurate planning and reporting. Created radio and online campaign to increase swine flu awareness. Participated in annual planning process meetings to establish strategies, tasks, and budgets and identify brand audits, goals, and priority lists.
? Generated sales totalling 20% of shower gel market by introducing and launching shower gel loofah pack.
? Increased brand’s gross margin by 60% by relocating production of liquid soaps and grew contribution of liquid soap to total sales through aggressive ATL and BTL campaigns.
? Exceeded annual sales target within ten months.
? Boosted Lifebuoy brand in sector; oversaw skin cleansing category management plan for 1K+ stores across Gulf countries and led sales force incentive in KSA pharmacies.
? Executed six yearly consumer promotions across seven markets; calculated promotion intensity, analysed profitability, developed co-packing design, and monitored success.
? Created successful local re-launch campaign; undertook adaptation of artwork, development and presentation of business case, run-down/run-up planning, sales, and distributor briefings, listing samples, and planogram.
? Gained five-points in Carrefour market shares within one week by initiating region’s first Global Handwashing Day event, arranging activity for 20 local schools, press conference with UNICEF and Ministry of Health, and media coverage.
Regional Consumer and Market Insight Manager Assistant, 2006 – 2008
Contributed to development and execution of quantitative and qualitative research projects on regional brands across categories. Collaborated with research agencies to provide regional brand team with continuous tracking analysis for Unilever brands and competition across Africa, Middle East, Turkey, Central Asia, and Iran. Generated monthly budget updates and followed up on budget tracking. Organised consumer and trade visits for regional brand team. Prepared regular projects status updates.
? Designed excel-based tool to deliver strategic retail audit data and bi-monthly automated updates to marketing team.
? Studied Iranian market potential for Unilever categories.
? Trained marketing teams on usage of market research tools, including AC Nielsen retail audit tool and TNS Tracker.
Education
Master of Science in Marketing Management and Communication
Ecole Supérieure de Commerce de Toulouse (ESCT), Toulouse, FR
Bachelor of Business Administration in Marketing Management
International Institute for Higher Education in Morocco (IIHEM), Rabat, MA
Languages
Arabic, Fluent
English, Fluent
French, Fluent