Candidates About

Karim Rihan                                                                  

WORK EXPERIENCE

Kretek International, -CPG Distribution company-                                                              Simi Valley, California

Brand Manager                                                                                             April 2015 – Present      

·       Developed a detailed snack category analysis utilizing secondary research to assist in a long-term brand strategy for a proprietary raw snack bar.

·       Lead a national attitudes and usage consumer study followed by an in depth brand equity study with Nielsen to track brand performance and develop a long-term brand strategy.

·       Track and forecast retail market and consumer shopping behavior trends through Nielsen answers on demand.

·       Developed a brand, marketing and go to market strategy for a tobacco brand resulted in;

o Launch of 2 line extensions with different packaging formats to fit new market trends (Managed projects including packaging, product and go to market strategy across different retail channels)

o Launch of an equity campaign and a complete revamp in brand communication identity.

o Development of a consumer engagement platform including online, print, direct mailers and consumer events.

o 4 ACV reach points increase within a 52 weeks period.

·       Managed P&L for 3 different brands with continuous growth in GPM.

British American Tobacco, -CPG company-                                                       NAA office

                                                                                                                                    Aug2010 – Oct 2014          

Emerging Markets Marketing Manager                                                                                          Jan2014 – Oct2014  

Value For Money Segment Brands Executive                                                                               Jan2012 - Dec2013   

National Wholesale Executive -Development Role-                                                                              July2011 – Dec2012                                               

Consumer Engagement Executive                                                                                                   Aug2010 – June2011

Promoted to emerging markets marketing manager, reporting to regional and global team, located in North Africa Area office to be responsible for a cluster of three emerging markets with 2 global drive brands and one international brand.

·       Managed 2 product innovation projects from idea to commercialization.

·       Lead a brand equity study to a global declining brand, which resulted in a full line and communication revamp.

·       Deployed global marketing and go to market best practices in 2 of three countries.

·       Developed a marketing and operational plan to global team for the cluster resulted in a launch of a global drive brand, packaging upgrade one of the main GDBs and increase of marketing funds by 30%.

·       Managed 4 major consumer events and all in store trade activations.

·       Managed Ogilvy creative agency local and regional to develop 3 years communicational strategy.

·       Developed and executed all communication materials in line with global brand standards.

 Media Initiative, -Media Agency-                                                                                    Cairo, Egypt                

 Media Planner (Red Bull and Etisalat accounts)                                                            Aug2008 – July 2010                                                                                                     

·       Managed Red Bull launch through development & execution of Media & PR plans reporting to regional office in Russia.

·       Assisted in managing $20M investment for the second biggest telecommunication company in the Middle East.

·       Initiated a spot based evaluation tool to ensure effectiveness in low investment month.

·       Developed an online and traditional Media and PR launch plan including (radio, TV, online, social media, flash mobs and theaters) to generate highest and most effective reach and GRPs for the “Gives you wings” campaign.

·       Managed media coverage and sponsorship for cultural and sports events (Red Bull X fighters, Street style and Air race)

EDUCATION

Business Bachelor Degree Major in Marketing & International Business, accredited by Middlesex University in London

Modern Sciences and Arts University in Cairo.

Enrolled in certificate program (Marketing with concentration in social media marketing and Online web analytics)

UCLA Extension

ADDITONAL INFORMATION

·       Experience: Fund raising delegate, International conference of global economy, American University in Cairo, Fall’07

·       Additional Skills: Strong knowledge of SAP accounting database.

·       Language: Arabic (native), English (fluent) and French (fair)

·       Interests: Travel (16+ countries) and participant of international student work and travel exchange program, New Jersey, World Politics and Music mixing.