Baher Kameel Kamel

Edita Food Industries

• Senior Brand Manager "Cakes' Category" Full Time

  Jan 2010 - Sep 2013 -3 yrs, 8 months

  Egypt

  • Job Details:• Develop brands’ long & short terms strategic plans with new product developments & initiatives. • Responsible for the Cakes category in Edita Food Industries (TODO & Hostess Brands). • Manage Brands' Positioning, packaging, image, pricing, brands’ performance and advertising. • Monitor & Responsible for brands’ P&L. • Set pricing plan with sales managers ensuring competitive trade margins. • Plan for New Product Developments calendar & work on their successful implementation. • Planed & Launched TODO Cakes' brand in the Egyptian marketing with its different product offerings.  TODO contributed 20% of total company's sales in 5 month period. • Responsible for achieving yearly business plan/objectives for handled brands. • Responsible for all ATL & BTL production, media planning and booking. • Chose the most appropriate and relevant communication vehicles that deliver communication objectives ensuring agency thinking is aligned with brands’ and category vision. • Analyze & Assess Brands performances through Retail Audit & Tracker database. • Responsible for utilizing research data to anticipate competition and consumer trends, accurately determines the strategic implications, and prepare needed action plans / presentations for management reporting. • Provide clear and detailed projects’ plans ensuring working cooperatively with other functions. • Take initiative to correct issues and deal with immediate problems keeping key people involved/informed.
• Brand Manager "Molto Brand" Full Time

  Jan 2009 - Dec 2009 -11 months

  Egypt

  • Job Details:• Work closely with R&D for the development of new products. • Developing and planning for different campaigns communicating the new products while keeping timely schedule production and airing. • Lead re-launch of Molto Brand new packaging reflecting rejuvenated brand identity & positioning. • Headed a task force team to ensure a smooth phase in phase out plan for the new packaging vs. the old ones, with minimum scraping cost. • Develop Brand vision, positioning, rejuvenated identity launch and communication strategies. • Responsible for the ATL & BTL production, media planning, booking, and implementation. • Monitored brand performance before, during, and after the campaign. • Work on cost reduction projects with other departments as the Brands' budget / P&L owner. • Increase sales revenue by 15% vs. PY.
• Assistant Brand ManagerFull Time

  May 2007 - Dec 2008 -1 yr, 7 months

  Egypt

  • Job Details:• Prepare Strategic plans and activity calendars for Molto Brand. • Prepared and executed an integrated marketing communication campaign for Molto Croissant, Cake, and Bake Sticks including ATL (Above The Line) and BTL (Below The Line) activates. • Monitor our products shares, distribution; share in shop handling…etc across Egyptian reasons, outlet types, pricing points through retail audit researches, and internal daily sales reports. • Organized the wholesaler’s event in Stella C-Club hotel for year 2008. • Contribute in the launches of: o Molto Swiss Roll, o Bake Sticks, o Mini Cake Bar, o Molto Rolls in the Egyptian market. • Study potential markets where the company could penetrate and introduce new products. • Develop the marketing department’s budget, and championed the team that compiled the Marketing, Sales, and Export budget for 2008. • Support the Export team in developing our brands in different Arab countries. • Help in managing and liaising in advertising, PR and marketing research agencies. • Evaluate consumer's reaction to advertising programs, product, and packaging in order to promptly reforecast marketing and pricing strategies within competitive marketing conditions. • Assisted in developing brand architectures and positioning. • Supported in preparing marketing and media plans and in writing briefs to the advertising agencies. • Helped in managing advertising production and media activities.