Ron Mohamed Gad

• Led strategic 3-year plan for Tank Coolers & Bottles categories, driving innovations and consumer-focused marketing initiatives. • Spearheaded 9 innovations in Tank bottles category to address portfolio gaps and maintain market leadership. • Successfully launched Tank soft coolers, increasing category market share by 5% to a record high of 77% in Egypt. • Improved Tank coolers Market Share +3% vs Y2022 in Delta & Upper Egypt through Mega outdoor campaign along with a 360° robust consumer activation program

Regional Marketing Manager for number 1 kids juice brand in the world. • Launched 1st Capri-sun Sugar Free Nectar range in ME region contributing to a, record high, growth in profitability +17% in less than 1 year • Delivered +3% Value MS in UAE beverages category by overseeing 6 new product launches from concept until execution • Improved brand digital presence by +30% through development of E-commerce & digital marketing platform growth plans and implementation of reach-based campaigns • Orchestrated operations and go-to-market strategies and drove sales and profit through pricing strategies, portfolio optimization, margins alignment, and forecast planning • Lead marketing campaigns (ATL, BTL), while closely monitoring improvements in brand revenue, awareness & top of mind (TOM) results • Lead cross-functional team to develop new product innovations from idea to execution with aim of penetrating key categories in juice market

• Steered the launch of Al Safi Mozzarella Cheese in GCC, Levant region and gained +10% value share in less than 3 years • Drove over 12% value growth by initiating and leading shop in shop "Category Owning" project for top 25 stores • Delivered 3.5% value growth in turnover by rationalizing & optimizing GCC-Levant budget towards certain channels, year 2019 • Expanded company portfolio through launching 9 new products by leading: P&L, competition analysis, creative concepts, and 360 product launch campaigns • Led +8% volume growth in Milk category YOY through initiation and management of co-marketing campaigns with Kellogg's • Increased brand visibility by +7% by leading first outdoors campaign in Kuwait all from creative concept to execution • Delivered market share and overall business objectives (Top-line & Brand P&L) through development, management, and co-ordination of all marketing and promotional activities • Developed and led major social media and digital campaigns within budget and scope of online growth objectives focusing on “Reach” KPI • Led creative briefs and media plans spanning across diff. mediums: TV, Print, Radio, out of home, digital, social media

• Succeeded in raising stores' AVA (availability, visibility, activity) scores from average 65% to all-time-high record 91% by conducting retail audit workshops with focus on In-Store Excellency in less than 1 year • Achieved higher sales revenue +14% across brand portfolio by creating merchandising/planogram, secondary displays, promotion, and partnership guidelines among distributors • Developed 'route-to-market strategies' with multiple brand distributors to optimize trade spend per retailer, whilst accelerating consumer offtake • Tracked and monitored competitor sales to evaluate brand performance through syndicated Data (Nielsen) and led counter activities accordingly • Controlled shopper marketing budgets for retailers, including forecasting of spend to ensure spend is efficiently captured for internal reporting and evaluation of shopper marketing activity • Conducted sales team trainings for new product launches and product guidelines

• Created monthly reports of activities tracking, Share of voice, shelf share vs competition to drew recommendations bases on results • Managed in store trade activities and reported ROI to help improve efficiency in re-occurring activities • Trained and supervised sales team for new product launches and product guide lines to make sure expected results are met • Assigned sales KPI’s for sales team focusing on maintaining shelf shares, promo intensity and placement guidelines • Monitored & controlled Trade Marketing spending and efficiently improved spending vs trade activities results • Created elaborative product oriented portfolios that cater to the Horeca channel needs and support its growth • Tracked internal sales and distribution performance on monthly basis, recommending actions to further improve efficiency

Highlights: • Lead the growth of key accounts contributing to 35% of the channel, and growing the business with 9%YOY • Executed the sale of Mars Products to Sultan Centre key accounts Chain by establishing contacts and developing relationships with prospects • Worked on logistics efficiency improvement project which saved 1.5% from company costs Responsibilities: • Plan and execute approved marketing activities, promotional plans, merchandising and new item authorizations to ensure healthy business flow • Manage monthly account budget and efficiently allocate it according to activities that guarantee target achievement • Perform detailed analysis of trends and progress of brand shares, category sales, promotion evaluation and volume performance per outlet and customers assigned • Establish productive, professional relationships with key personnel in assigned customer accounts • Meet with account buyer and deliver effective selling presentations that implement approved customer business plan and employ effective business growth • Meet with store managers to discuss and resolve all issues, in terms of stock, expiry dates, spaces etc. • Manage a team of seven merchandisers, in terms of allocating targets & setting daily, weekly and monthly objectives

Highlights: • Lead a TV commercial campaign for Samsung hand held line that supported a 24% channel growth YOY • Managed premium laptop line launch (Ativ Smart PC), all from the budget planning- radio & outdoor concept creation- media booking till execution a campaign which contributed 15% gain in laptops MS • Successfully led the Notebook business MS from 5th to 3rd rank; maintained the market leadership & ranked up in cameras from 2nd to 1st MS in Egypt Q1- 2013 Responsibilities: • Manage the Marketing Budget and ensure effective cost management • Develop marketing campaigns and manage implementation to meet business objectives • Define the product positioning in relation to the market competitors and work on differentiating it • Manage the entire product line life cycle from strategic planning to tactical activities • Communicate with distributors and work collaboratively on marketing activities and promotions • Analyse product market share and work on leveraging a sustainable share growth • Enhance product equity through continuous strategic communication with consumers • Visit the market to view the brand shelf position, enhance shop display and gather information about competitors’ activities

Highlights: • Recognized as a project owner of 1st co-marketing activity (Kiri-Moulinex) Egypt office and launched Kiri Labneh in Egypt and gained over 20% MS in Q2 of 2011 Responsibilities: • Create marketing campaigns to move existing products and launch new products in Egypt and Libya • Prepare and execute promotional campaigns for Egypt and Libya markets • Distribute 2011 marketing budget over the year activities • Retrieve market information from retail audit data, analyze it and act accordingly • Brief promotion agencies about the needed deliverables and handle the execution of promotions. • Arrange T.V advertising spots with media agencies • Create concepts and test the need for new products to be launched in Egypt and Libya • Participate in field research to evaluate the customer relation with the brand

Unilever Mashreq, AUC, 2007 - Trainee Participated in a training course in the fields of marketing, finance and management. Conducted a case study on solving critical management situations.

Major in Communication & Media Arts (CMA) Minor in Business administration (BA)