Resume

Creative and results driven BUSINESS DEVELOPMENT & MARKETING PROFESSIONAL, experienced in the execution and management of successful Business & Operational Initiatives in B2C environments including ‘Pricing Analysis’ in a Canadian B2B organization. Brings strong marketing and branding insights all reinforced by in-depth industry research andanalytic skills to overcome barriers to increase ROI; by building and maintaining strong internal and external partnerships through top quality communication skills, and a balanced combination of rational and intuitive approaches to decision making with a commercial eye

AREAS OF EXPERTISE

  • Brand & Marketing Development
  • Strategic Market Planning with Pricing Bands
  • Total Communication Strategies
  • Strategic Contract Negotiations
  • B2C Marketing Program Enhancement
  • Product Optimization & Innovation
  • Event & Tradeshow Management
  • Marketing Budget Management
  • MarCom Budget Management

RECORD OF SUCCESS

KAPICO GROUP HOLDING CO. Kuwait–Founded in 1950, KAPICO Group is a privately owned international corporation with 40+ subsidiary and joint venture operations across 6 countries.

AVP – Marketing & Business Development                               2014 – Present

Responsibilities:

  • Provide the planning and leadership to the centralized Corporate Marketing Department, by ensuring that the appropriate structures, systems, competencies and values are developed in order to meet and exceed the goals of the Corporate Budget, in coordination with the management board comprising of CEO, Group CFO and CFO-Automotive Business Group, by translating management board’s core strategic initiatives into actionable plans 
  • Assume overall responsibility for developing the annual automotive aftermarket marketing plan ($1.5M) for the organization; market research programs; field force activation covering multi-channels, and accountable for the marketing budget
  • Prepare & implement product launch plans with optimal channel utilization (20 retail outlets, wholesale & institutional), in cooperation with senior management colleagues from Retail, Procurement, Finance, Sales and Marketing; ensuring that gross budget margins are met
  • Operationally support AUTO1-Accessory Division in achieving their annual sales budget of $10M 
  • Engage in conversations with multiple Key Partners/Suppliers for enhancing business and market share in respective businesses & product categories
  • Facilitate smooth functioning & extension of the pioneering and “one-of-a-kind” loyalty program in the automotive aftermarket industry
  • Develop ongoing liaison with key media (traditional & digital) personnel, merchandising suppliers, interior & signage contractors to ensure consistent and competitive rates are sourced for the group, for strategic expansion purposes
RHEEM CANADA LTD/LTÉ – Rheem is a North American industry leader for total heating, cooling and water heating solutions through the premium brands – RHEEM, RAYPAK, RUUD and WEATHERING, all of which are recognized with countless industry and consumer awards for reliability, innovative designs and high quality.

PRICING ANALYST                                                                        2011 – 2014

Contact point for the Canadian Market Manager and the Canadian Sales Manager to drive all pricing initiatives & activities including detailed margin & competitive analysis, supporting the sales & marketing teams for customer specific net sheets and job quotes, across all 3 divisions of the company.

  • Successfully initiated a 3-year strategy to unify 6 National Price Lists to 1 National Price List for the flagship division of the company; by formulating a systems-driven pricing strategy based on logical and rational criteria maintaining competitive contribution margins for various customer segments
  • Identified and trained to become a subject matter expert (SME) for pricing component, during the company’s transition into the new ORACLE® based operations system in October 2013
  • Within 6-months took ownership of managing National Price Lists, Customer Net Sheets and Job Quotes across all 3 divisions of the company & was recognized as a ‘Single Point’ for validating back end pricing requirements
  • Independently developed an excel based pricing model that includes transfer cost, warranty, returns and out bound freight, to validate job quotes and special pricing requests
  • Produced a brand new National Water Heater Retail Price Book for the company’s largest retail customer – The Home Depot, Canada

TEAM LEAD (Contract), EQAO via DRAKE, Canada. Apr, Jun, Jul 2010; Mar-Aug 2011 

Engaged and quickly recognized for innate leadership as part of the EQAO centralized evaluation process and selected as the Room Leader to helm staff engagement of a team of 7, and ensure confidential, effective materials management.

INDEPENDENT CONSULTANT, IPSOS Canada. Dec 2009 – Feb 2010

Co-authored a marketing white paper ‘From Emigrant to Immigrant-Marketing to New Canadians’ with the Senior Vice President, evaluating the importance of emotional marketing compared to traditional marketing. Transcribed the importance of targeting evolving diverse cultural and ethnic groups in Canada, compared to the traditional mass marketing approaches and successfully released the emotional marketing report in the IPSOS network garnering more than 300+ downloads from primarily key decision makers in medium to large sized organizations across various industries.

 

KAPICO GROUP HOLDING CO. Kuwait–Founded in 1950, KAPICO Group is a privately owned international corporation with 40+ subsidiary and joint venture operations across 6 countries.

AGM – MARKETING, Corporate                                                    2008 – 2009

MARKETING MANAGER, Corporate                                              2007 – 2008

Established a reputation for shrewd strategic planning, Marcom budget & brand management, business development through segmentation, and agency management; resulting in being promoted from Marketing Manager to AGM-Marketing.

Corporate:

  • Brand Management – Synergized 30 retail outlets under a unified brand name; revealing the new brand identity through horizontal product offering/s communicated through direct mail campaigns under each store targeting vertical segments and thus driving significantly large volume of customer traffic
  • Marcom Budget Management – Developed and managed marketing budgets $500K+, implementing localized marketing and communications strategies to zero-in on global branding program opportunities across 11 countries
  • Business Development – Evaluated international markets automotive aftermarket trends, responding to market insights with tactical promotional plans
  • Agency Management – Consolidated numerous Marcom agencies under one umbrella, leading to process design & resources (including heading the 3-member corporate team) while manning contract negotiations

Automotive Aftermarket:

  • Organized with product management teams the pricing/features/offers and advertising agencies to implement tactical promotional plans to achieve sales targets
  • Measured (marketing ROI) and reported success/learning from initiatives launched and tactics executed to the CMO & COO
  • Spearheaded 3-National road shows for world renowned automotive aftermarket suppliers, directing the creative integration of OEM and corporate branding into marketing, communications and media relations collateral to capture 100% of the attendees
FUTURE COMMUNICATIONS COMPANY (NOKIA), Kuwait–Established in 1996 as authorized distributor for NOKIA cellular phones; & 1st value added reseller for Nokia Networks, the company transformed itself into a total mobile communications provider going publicly traded in 2006.  

MARKETING COMMUNICATIONS MANAGER                                   2003 – 2007

ASST. MARKETING MANAGER                                                      2001 – 2003 

MARKETING CO-ORDINATOR                                                       1998 – 2001 

Built the Marketing department, developed Marcom & best PR practices by guiding the team (four members) through a period of exponential growth, accelerated product launches and go-to-market strategies

  • B2C Marketing – Established integrated retail & distributor channel outbound campaigns across print, in-store, collateral and call center to ambient media, outdoor, text messages, radio and web: enhancing brand value and average year-on-year retail sales growth of 50% by expanding from 3 retail outlets to 27 retail outlets over 7-years
  • Marcom Budget Management – Managed an annual $1.8M promotional budget covering national retail (80%) and distributor channels (20%); resulting in an increase of retail sales revenue from $3M to $27M 
  • Brand & Agency Management – Project managed Marcom retail programs by liaising with advertising & external merchandising agencies to track campaigns; demonstrated through market share growth from 3% to 92% over 7-years
  • Event & Trade Show Management – Conceptualized & executed trade shows for 8yrs straight managing budgets, scope and timeframe to generate additional average 12% sales revenue
  • Business Development – Shaped and realized new strategic business directions & retail initiatives for mobile based value-added-service (VAS)
  • Loyalty Program – Catapulted brand and consumer loyalty through a first of a kind points-based loyalty program and customer retention campaigns
  • CSR Initiatives – Empowered CSR through local events sponsorships among the local youth and maintained brand awareness among various expatriate communities of Kuwait

 

LEADERSHIP

PROJECT CONSULTANT, York University’s Bridging Program (Feb & Mar 2011)

Entrusted to lead a 5-member consulting project team and direct the completion of Project Panda-International Market Entry Decision Model” for an entrepreneurial e-commerce firm. Instrumental in formulating project strategy, zeroing-in on a holistic view of this entrepreneurial practice to coordinate and successfully implement a well-regarded model.

Member, CAMP NETWORKING, Canada. (Feb 2010 – Jun 2014)

Active participant in networking events, educational and professional development forums.

EDUCATION

MARKETING CERTIFICATE, IEP BRIDGING PROGRAM, 2012  York University, Toronto, ON

EXECUTIVE “INTEGRATED MARKETING COMMUNICATIONS STRATEGY” PROGRAM, 2004, Kellogg School of Management, USA.

MARKETING CERTIFICATE, 2002, London Chamber of Commerce & Industry (LCCI), Kuwait.

MASTER OF BUSINESS ADMINISTRATION IN MARKETING (MBA), 1997, Vellore Institute of Technology, India

BACHELOR OF SCIENCE (B.SC.), 1991, Christ College India

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