Squash
Mostafa Afifi
Regional Brand Manager
Dubai
Summary
Innovative Regional Brand Manager with 15+ years of experience delivering exceptional marketing campaigns and communication based on established and innovative strategies. Results-oriented and collaborative professional bringing expertise in brand management, commercial excellence, and performance development. Detail-oriented, attentive, and decisive leader with diversified experiences in different multinational companies operating in different markets.
Overview
16
16
years of professional experience
5
5
years of post-secondary education
2
2
Languages
Work History
Regional Brand Manager
Danone® Middle East
Dubai
11.2020 - Current
- Leads and drives the growth for different categories in the ME region to support Specialized Nutrition business goals.
- Leads and develops the Category Strategy, Brand Value Proposition, Communication matrix, and MCE Prioritization to drive market share gain across the region.
- Conceptualizes brand model, develops and formulate the band plan, activation tactics, a unique story and communication across various channels to improve and boost brand salience.
- Manages and implements marketing innovation and renovation projects for the current portfolio and new product launches to improve product experience, competitiveness, and profitability.
- Works closely with ME countries to support strategy implementation, field activation, and customer engagement to enable marketing and commercial objectives achievement.
Sales Force Effectiveness Manager
Danone® Middle East
Jeddah
05.2018 - 10.2020
- Facilitating the implementation and roll-out of commercial excellence strategy and field force L&D strategy, through working closely with the sales force in the field to ensure excellence in execution, competency optimization, and high performance.
- Helping Saudi leaders grow their field force by leveraging sales force knowledge and skills, developing capabilities that facilitate sustainable learning and change to drive business goals.
- Leading high-performing teams, identifying performance gaps, and optimizing resource allocation through data-driven decisions to maximize profitability and ensure high customer engagement.
- Engaging commercial teams "Marketing, Sales & Medical” to identify opportunities, provide recommendations, and implement key initiatives that drive competitive advantage and create a platform for flawless execution.
Performance Development Specialist
Nestle® Saudi Arabia
Jeddah
12.2016 - 05.2018
- Leading performance development function in Saudi Arabia and implementing ME strategy to enable Saudi goals achievement.
- Developing robust training curriculum, designing and delivering training modules for the Saudi team to build the right competencies to drive performance.
- Monitoring and analyzing Saudi team performance, making sure to bridge gaps and achieve required KPIs.
- Creating new ways to engage customer by building team structure, applying segmentation, and targeting to capture market opportunities.
Hospital Executive
Nestle® Saudi Arabia
Jeddah
01.2014 - 12.2016
- Connecting with Key accounts, helping to build lasting rapport, boosting business opportunities, and establishing partnerships.
- Contacting customers and prospecting to generate new business to achieve territory goals.
- Following up on sales performance, SKU availability, and delivering activities for key accounts to secure company shares.
Senior Medical Delegate
Pfizer® Saudi Arabia
Dammam
06.2009 - 12.2013
- Launching and establishing new products in the eastern province of the Saudi market to drive business objectives and market share gain.
- Networking with healthcare professionals and helping them to offer the right solutions for their patients.
Medical Representative
Novartis® Egypt
Cairo
01.2007 - 05.2009
- Arranging appointments with doctors, pharmacists, and medical teams to raise awareness of the latest product launches and different product benefits.
- Analyzing the market to identify new opportunities and strengthen relationships with hospitals, medical centers, and health care professionals.
Education
MBA - Business Administration
University of Strathclyde Business School
Glasgow, UK 04.2011 - 11.2011
Bachelor of Science - Pharmaceutical Sciences
Zagazeg University
Egypt 09.2001 - 07.2006
Skills
Category Management
undefinedAccomplishments
- Achieved double-digit growth for the GI category for successive two years by building innovative campaigns.
- Achieved positive growth for the local brands' category after 5 years of decline through revamping brand value proposition and communication strategy.
- Achieved MCE global award for the first time for the ME through an effective digital campaign launch.
- Achieved star of the year award for helping Saudi transformation as SFE manager.
- Led competency build training across the ME region.
- Collaborated with a team of two in the development of SFE diagnostic tools for the ME region.
- Led Saudi team structure exercise and organizational change projects
Interests
Travel
Volunteering
Coaching
Timeline
Regional Brand Manager
Danone® Middle East
11.2020 - Current
Sales Force Effectiveness Manager
Danone® Middle East
05.2018 - 10.2020
Performance Development Specialist
Nestle® Saudi Arabia
12.2016 - 05.2018
Hospital Executive
Nestle® Saudi Arabia
01.2014 - 12.2016
MBA - Business Administration
University of Strathclyde Business School
04.2011 - 11.2011
Senior Medical Delegate
Pfizer® Saudi Arabia
06.2009 - 12.2013
Medical Representative
Novartis® Egypt
01.2007 - 05.2009
Bachelor of Science - Pharmaceutical Sciences
Zagazeg University
09.2001 - 07.2006
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