Rola Al-Haj

• Led marketing for AgriFoods Business (Flour/ grains, Frozen paratha, Poultry & eggs) in the GCC region overseeing brands including AlBaker, AlKhazna, Khaleej, and Swarna in the USA & Canada. • Defined the Agri marketing pillars and vision, set the ALBAKER Brand Key taking a Master Brand approach and revamping the brand, built the Brand Book, and led Agrifoods innovation workshop. • Drove top-line and bottomline growth as well as developed marketing strategies and annual category plans for B2C (retail) and e-commerce channels. • Achieved a significant increase in brand awareness and market share. • Developed processes and frameworks to enable informed decisions, and to increase cross-functional team collaboration, like: Innovation process, Portfolio analysis framework, channel price laddering and strategy.

• Led marketing efforts for Dairy, Meat, and Frozen pastry categories in MENA for Pinar collaborating with teams in Turkey and UAE to drive market share growth. • Developed strategic plans to increase brand visibility and consumer engagement in the region. • Implemented innovative marketing campaigns to differentiate PinarArabia from competitors and increase brand loyalty.

• Led brand activations from idea generation to execution, collaborating with marketing and sales teams for M&Ms, Extra, Skittles, Starburst, Snickers bites, Maltesers, Whiskas. • Created Gergaan and M&M’s Crispy activations, achieving significant share gains. • Developed regional campaigns like M&M’s Tubes Minis "Snap & Win" promo, resulting in +50bps share gain. 2018: Gergaan activity nominated 1 of 3 finalists for the Strategic Demand Leadership awards 2018: M&Ms Crispy activation nominated 1 of 3 finalists for Best Activation in the region in Demand Heroes

Gum (Extra, Orbit) & Confections (Skittles, Starburst) - Drove pipeline sufficiency through a strong multi-functional leadership process and governance of the market activity pipeline, and supporting activity owners with project management expertise. DOUBLED the incremental sales from the pipeline in 2017 vs. 2016. - Led the Activity Task Group (ATG), and ran the Portfolio Management Review (PMR) meetings. - Adapted the NPI process to our region's needs & provided tools to help bring structure and continuously improve the ATG and PMR meetings, resulting in a +45% improvement in PMR maturity score. - Created & rolled-out a centralized co-packing process to enable execution of bigger regional promotions. - Built growth plans for Iran, Jordan, Algeria, & Iraq.

• Grew a team of 2 direct reports. • Worked closely with Global and Local market teams, and agencies to drive regional brand plans and strategy. • Managed the regional brand marketing budget & planned the allocations to markets. • Presented quarterly business reviews and strategic growth plans. • Accountable for brands performance, topline & bottom-line (P&L). •Achieved profitable sales growth of 23% in 2015 from 16% in 2014 for hot beverage solutions with strong Category Growth plans. • Led the regional products harmonization project to create new packaging for 5 NESCAFÉ Alegria SKUs resulting in SKU rationalization, cost optimization, and supply chain improvement. • Obtained 26% incremental sales uplift by developing & rolling-out a holistic activation for NESCAFÉ Alegria across 300 convenience stores in the UAE through partnering with Sony for prizes and creating buzz via in-store POSM, PR, media plan (radio – RJ Mentions), and social media. •Instilled consistency of the brand’s image through the development of a trade marketing framework and modular branding tools including Stands, Trays, and Kiosk designs. 2014: Awarded by the zone for "Strong contribution to the NESCAFÉ Alegria Products Harmonization project" 2015: NESCAFÉ Alegria turnaround - 2nd place for the DARE awards for Excellence in Execution

• Improved profitability through developing and rolling out a Mix Management Framework to enhance the sales mix and enable informed decisions by the team. • Recorded over $0.5mio in incremental sales by developing and rolling-out regional NESCAFÉ 75 years anniversary promotions targeted at Hotels & Offices channels across 7 countries in 2013. • Conducted consumer research to determine the preferred NESCAFÉ Ice recipe, and developed the artwork for launch and activation toolkit. • Launched Nestlé SJORA ice-blended beverages as an LTO across Cold Stone creamery- UAE in 2012, supporting it with a digital campaign and perfect store execution. • Launched Nestlé SJORA in 2011 following a successful market test in 2010 and a consumer market research. Supported by a trade launch during Gulfood, a sales training, an activation toolkit (recipe booklet, sales brochure, POSM), an event to engage consumers, and social media activation. • Recorded a steady yearly sales growth of 22% from 2009 – 2011 on NESTEA iced tea through re-launching NESTEA Iced Tea in 2010 with locally developed artwork designs, sales trainings, a trade launch, and regional summer promos. 2012: Awarded by Nestlé Professional Middle East for “Passion for Ownership”

o Developed & deployed the regional annual Marketing Communications Strategy (PR, Events,& Advertising plans) covering 13 countries in the Gulf, Levant, & Indian sub-continent. o Initiated and organized the Young Poetic Talents event 2007 & 2008: Vacheron Constantin Arabic Poetry Contest- under the patronage of the Minister of Culture, Youth, & Community development; and attendance of the CEO. Created print and online campaign, press releases, microsite, and an event ceremony. o Improved press and TV coverage by 22% for the brand in regional media o Built and optimized media plans and co-media plans in coordination with the agencies. o Developed local press kits/ press releases, conducted photo-shoots, & press trips with the PR Agency. o Managed & planned the marcom budget o Managed booth developments for exhibitions, corner developments, and enhanced the brand’s image in window displays at Points-of-sale. o Organized & ensured brand presence in events (exhibitions, seminars, gala dinners, press conferences, sponsorships) in coordination with PR & Events Agencies. Some of the main events included: o UAE Private Collectors exhibition 2008 with the Ministry of Culture, Youth, & Community development, & Doha and Bahrain Watches & Jewelry Exhibitions 2005 - 2008 o Inauguration of the first exclusive Vacheron Constantin Boutique in the Middle East 2006

Achievements: • Improved Call Center efficiency from 69% to above 90%. • Boosted Call Center Sales to make up more than 45% of total monthly customers acquired. • Implemented an IVR (Interactive Voice Response) system. • Managed the Customer Service/ Call Center Department by supervising 4 Call Center Agents, solving customer complaints, and generating sales from the Call Center. • Reported Monthly Key Performance Indicators (KPIs) of the Department.

Intern within the Trade Marketing Team. •Produced confectionery Plano-grams for 4 GCC markets. •Researched the existing Kraft coffee products strategy and reported findings.

Masters in Business Administration, GPA 3.39

Bachelors of Science in Business Administration – GPA 3.19, Concentration in Marketing and Management. Spring 2000, Placed on the Dean's Honors list, GPA 3.5