Rabab Mirdad

Manage the commercial execution of the $40M+ Pan Medtronic annual operating plan (AOP) in Strategic Accounts • Conduct in-depth analyses of strategic customers to identify care priorities, business potential, financial heath and crafted strategies aligning with Medtronic's objectives. • Develop and execute annual business plan for pan Medtronic portfolio to maximize market share gain, new therapy introductions and financial impact. • Build comprehensive execution plans for quantifying, tracking, and managing major strategic projects • Quarterly revenue forecasting with high accuracy levels. • Develop and implement strategic offerings beyond products to enhance collaboration with strategic customers • Utilize a scientific strategic management approach to discover, plan, develop, activate, execute, review and expand business opportunities with Medtronic partners. • Maintain up-to-date knowledge of industry trends and competitor activities across all Medtronic operating units to adapt and prioritize country-specific strategies. • Coordinate efforts between internal Medtronic departments and external strategic stakeholders to achieve collective company and customer goals. • Promote Capital equipments bundling deals in private sector such as (O-Arms - ENT and Neuro Navigations - Robots - Drills - Shavers - Electrosugery - Etc )

Handling Quaker business in KSA & Yemen with responsibility for dilute build up and forecast Delivery of yearly sales growth through main stream product & innovation stream Landing positive NR along with profitable Turnover Building accretive innovation P&L to deliver top line growth Responsible for promotion a lander and activation across all channels Leading JBP’s with retailers to drive category and brand growth drivers

Led end-to-end trade marketing strategy development across product categories and regions, driving alignment between market needs, customer plans, and business objectives. Managed and optimized trade marketing investments, including a 9% spend allocation, by implementing NRM-based promotions tailored to customer segments for incremental sales growth. Drove long-range volume forecasting (2-year horizon) and commercial planning to secure compound growth and capture whitespace opportunities. Oversaw trade programs, promotional calendars, and perfect-store execution, ensuring strong in-store visibility, distributor performance, and operational excellence. Established and scaled an Omnichannel and e-commerce strategy, delivering tailored assortments, digital campaigns, and online conversion initiatives— including 17% uplift in communication effectiveness vs. PY. Strengthened business development through market intelligence, category growth initiatives, and stakeholder engagement with key retailers, vendors, and cross-functional teams.

Key Deliverables: • Drive the trade marketing strategy development to accomplish the business objectives throughout product categories focusing on markets. • Adopt a business approach aimed at understanding and influencing the needs of the market and trade in a way that effectively implements trade & customer plans, achieves their objectives, and develops the business. • Set up and initiate trade marketing promotions/programs for the entire brand portfolio across channels/regions. • Formulate and manage the trade marketing spend across the board & reconcile 9% allocation spend optimization. • Secure a compound growth capturing opportunities with incremental by preparing volume forecast in long-range planning of 2 years. • Design and handle the promo tailored to different customers to produce incremental sales leads by spend optimization through the NRM framework. Follow up with a distributor in terms of distribution and operational execution excellence. • Gauged the in-store executions and guidelines by preparing the perfect store model. • Diversify the categories and win proportionality by articulating a trade selling story – with execution catered to the different retail channels. • Encourage the team members towards productivity & inculcating a spirit that fosters business excellence. Key Achievements: • Achieved incremental sales by building sales Strick programs. • Led full-range launch with specific distribution and availability targets. • Identified White space opportunities / different pack sizes / Oracle.    • Developed and executed a net growth management framework to optimize spends. • Significantly contributed to managing the right assortment by customer/ implementing the right channel strategy last miler’s vs pure play. eCommerce Commercial Manager • Led the business and market development and scoped out opportunities for growth and key initiatives to leverage category growth and market share with cross-functional teams or resources.

Key Deliverables: • Created and oversaw business development initiatives aimed at increasing consumer spending via trade activation across many channels with set KPIs aligned with spending goals and controlled digital activation. • Served as a voice of KSA Customer Development, leading in market activation & promo management. • Planned and developed a category strategy for skin care, hair care & colouration consumer division • Dexterously steered the JBP with winning customers focusing on Pharma. • Achieved incremental growth by setting up a trade category management project. • Entrusted with the overall accountability of adopting a 360-activation approach to drive innovation. • Designed the right assortment for the right customer as eCommerce commercial lead. • Developed the right forecast in line with the category sales building blocks. • Articulated and set up the right assortment and promo offers. • Significantly contributed to administering the POSM budget and conducting retro planning. Key Achievements: • Executed and led the activation program targeting different channels. • Implemented digital activation projects. • Introduced and incorporated the JBP initiatives with incremental targets.    • Met the Promo & activation calendar targets.

• Steered efforts in driving the JBP and business development initiatives across internal functions and with different retailers. • Set up and led engagement programs for shopper marketing activation to boost sales and build loyalty. • Carried out the sales conversion by performing digital activation with the retailer. • Achieved significant growth in multi-personal care category turnover using multi-functional planning from volume forecast to sales force programs to secure incremental sales. Set up and drove the perfect tore program.   • Played a significant role in developing eCommerce capabilities with brisk & clicks / last milers. • Executed and led Catman projects in tea, hair care, and skincare categories.      • Significantly contributed to managing proms and budgets.

• Held accountable for administering the home care, personal care, and beverages. • Recorded a significant rise in profit by managing categories based on Consumer Needs. • Worked on category management projects with different channels / MT and PHY. • Dexterously steered the Tea & Hair car & Deodorant Cat-man deployment in the biggest MT retailer /Panda, Othaim Tamimi Farm & Pharma / Nandi with the best-supporting strategy based on retailer strategy • Played a stellar role in achieving incremental growth by formulating tactics for category assortment, pricing & promotion, including assigning merchandising guidelines as a tool. • Significantly contributed to re-evaluating the execution performance and capitalizing on new opportunities.

• Shouldered the entire responsibility of performing various analyses focused on market mix modelling to estimate price elasticity and elicit insights from CRM data. • Planned and conducted brand and customer audits to assess the distribution and sales potential. • Conceptualized execution plans based on consumer opinions by executing the space-to-ratio analysis

Manager customer relationship & research needs Creating & conducting right research methodology across different project scope Define right sample size that sever project scope Analyzing & assessing project finding