Basic Info

Gihan Fareed

15 years

Cairo, Egypt

Bachelor's Degree

Manager

Work Experience

Freelance Marketing and Business Consultant at Inspira Expo

Experience Details

Freelance Marketing and Business Consultant

Marketing/PR/Advertising

Manager

• Provide market insights, strategies and public speaking at Inspira Expo: e.g. introducing interview and career coaching sessions in Engineerex career fair event Nov2015 & May 2016, delivering career coaching session in Engineerex career fair event May 2016, establishing research survey system to understand clients’ needs and collect feedbacks, strengthening and optimizing candidate selection criteria and its process to identify best candidates to attend the fair out of 14000 registration forms in both Nov and May rounds, setting up feedback forms for both clients and candidates plus analyzing the data and recommending next steps to strengthen future rounds, establishing HR Analytics addressing different key HR business questions, e.g. EOC analysis.


Company Details

Inspira Expo

Cairo, Egypt

11-50 employees

Human Resources

N/A

Oct 2015 to present (1 year 2 months)
Marketing Research & Consumer Insights Regional Manager for EIMEA grow development markets at Procter & Gamble Company (P&G)

Experience Details

Marketing Research & Consumer Insights Regional Manager for EIMEA grow development markets

Analyst/Research

Manager

covering Grow Developming Markets led by distributors in Europe-India-Middle East-Africa (Russia, Tunisia, Malta, Cyprus, Sudan etc), P&G

Roles & responsibilities:
Proactively influence direction of the business via working collaboratively with business partners (at Marketing Managers, Marketing Directors, GM, VPs levels etc) to identify business challenges and opportunities, and then convert them to business building ideas and sound marketing strategies where traditional P&G model is inefficient and must rely mainly on distributors, which are anchored in deep consumer, shopper and market understanding. This is done via:
a. Championing reapplication of learnings and best practices from other markets
b. Leveraging current deep consumer & market understanding in proactively developing business building assessment tools/checklists that optimize volume vs investments choices and deploying the tools to the full multi-functional team members.
c. Have mastery of all marketing research techniques, with equal proficiency in both qualitative and quantitative methods
d. budget management and tracking
e. Independently identify consumer research needs and then design studies that address business questions, allocating research budget, analyzing and interpreting market and consumer trend data objectively and accurately using appropriate analytic and research techniques. Then defining and analyzing alternative courses of action, define business recommendations and marketing strategies then communicate learnings, insights and recommended strategies to business teams.
f. Typically involved in managing supplier relationships and qualifying new suppliers when needed.
g. Coaching and training 4 direct reports at distributors end and +20 multi-functional team colleagues how to execute and analyze consumer research
GDM Business scope: CMK leadership for 7 core categories (e.g. Laundry detergents, diapers, femcare, shampoo etc) across 7 countries (such as Tunisia, Libya, Tunisia, Malta, Cyprus, Iceland, South Sudan etc) and leading Braun and Vicks across +80 countries in EMEA, LA, Asia and Middle East.

Top Achievements
• Project 1: proactively set up, strengthened and deployed Promotion Guidelines to ensure we have optimal plans (get more volume sales for less spending) via compiling insights for successful business building promotions and created a checklist that helped assess & optimize future promotion plans. Testimonial by Ahmet Soyhan: “overall find it very helpful and spot on. I will prepare the LOR spending reco based on your guidelines”. Charlotte Ciantar: “I will be sharing the Insights documents to the rest of the team as I really believe this knowledge will help planning the promotions for their brands.”
• Project 2: proactively developed guidelines and constructed concentration curves on the store coverage needed in all 20 GDM markets to achieve 50%-80% weighted distribution without incurring any research cost. This enabled business team to understand where we stand on distribution, where should we strengthen distribution further and assess if we should focus on our next trial driver opportunity (e.g. sampling or media) once our distribution levels are optimal. E.g. Detergents DomTom plan to start sampling program to create demand. Closing the distribution gaps in all key countries and brands by +20pt amounts to a +5MM$ opportunity.
• Project 3: led trainings to marketing & sales organizations on trial drivers and its barriers, whereby shared regional learnings and importantly co-developed and deployed a Trial Driver Tool for holistic brand trial assessments that enabled teams to consider all critical aspects of the business while setting their plans. The training was very well received by organization and recognized by GM.
• Project 4: co-led research, analysis and recommended strategies to step up Braun In-Store business in Russia and +80 countries in EMEA, LA, Asia and Middle East (Sales 230 $MM in 51 countries). Importantly driving stronger Sales Fundamentals and Visibility in our key trade customers to make it simple for consumers to find and choose. e.g. through trial (touch and feel), assortment, consultancy (sales knowledgeable), secondary placement (Gondola) and gifting plans that directs internet traffic to off-line visit. Testimonial by Ashwini Porwal, VP Braun: “Excellent work! Love that you are addressing both Consumer and Customer learning areas. The recommendations look sound.” Results: this is a business that we as multifunctional team transformed from a bleeding business on free fall to stabilized and fixed profit in Year 1.
• Managing and coaching 4 distributor consumer & market experts


Company Details

Procter & Gamble Company (P&G) (multinational)

Cairo, Egypt

More than 1000 employees

FMCG

http://us.pg.com/our-brands

Oct 2014 to May 2015 (7 months)
Marketing Research & Consumer Insights Regional Manager for Femcare Category in Middle East & African markets at Procter & Gamble Company (P&G)

Experience Details

Marketing Research & Consumer Insights Regional Manager for Femcare Category in Middle East & African markets

Analyst/Research

Manager

covering Egypt, Nigeria, Kenya


Company Details

Procter & Gamble Company (P&G) (multinational)

Cairo, Egypt

More than 1000 employees

FMCG

http://us.pg.com/our-brands

Jun 2010 to Sep 2014 (4 years 3 months)
Market Insights & business optimization Regional Manager for Middle East, North Africa and Pakistan markets at Procter & Gamble Company (P&G)

Experience Details

Market Insights & business optimization Regional Manager for Middle East, North Africa and Pakistan markets

Marketing/PR/Advertising

Manager

Roles & responsibilities:
Works more independently, with business partners (at Marketing Managers, Marketing Directors, and GMs etc) to shape the direction of our businesses by 1) driving robust portfolio choices 2) growing leadership brands 3) driving successful initiatives 4) maximizing ROI, which are anchored in deep consumer, shopper and market understanding. This is done via:
a. Owner of a basic CMK technique or process (e.g., volume forecasting, MSA ROI, initiative tracking tools) and accountable for deploying, evolving and training technique development to business units and outside suppliers.
b. Independently execute studies, interpreting market and consumer trend data objectively and accurately using appropriate analytic and research techniques. Then analyzing alternative courses of action, define business recommendations and marketing strategies then communicate learnings to business teams.
c. budget management
d. Provide business insights via in-market brand health tracking and assessing return on investment for Marketing activities spent (ROI)
e. volume forecasting pre and post launch to aid business planning decisions e.g. revising media plans, packaging or product to improve awareness, trial and thus sales.
f. Proactively contribute in improving the research design to meet complex business questions
g. Typically involved in managing supplier relationships and qualifying new suppliers in several markets (e.g. Morocco, Egypt).
h. Coaching and training multi-functional team colleagues how to analyze consumer research
Business scope: CMK Ownership of a several core CMK technique & process for across Middle East, North Africa and Pakistan markets covering +10 brands across all core categories (e.g. detergents, fabric care, home care, diapers, femcare, shampoo, toilet soaps, shave care, skin care etc).
Received a regional award for co-leading an initiative launch assessment project.
Achievements:
• Project 1: improving Initiative Launch Success Rate in Near East & North West Africa via a) deploying a tracking process to the full organization b) building holistic database of historical results for all launched initiatives c) using the database in putting more realistic targets and plans and d) regularly monitoring progress & success post launch. GMs and lead team members supported the new culture. This helped maximize launch plans in terms of strengthening media support, distribution, improving pricing, communication, packaging etc thus meet launch sales targets. Launch success improved from 57% to 73% and business drivers have improved vs. YA (e.g. Media hit rate from 62% to 96%)
• Project 2: set up new research technique and competency across Saudi, Egypt, Morocco, Pakistan and Nigeria via building research agencies’ capability in robust field execution and building multi-functional teams’ capability in interpreting research data and placing sound recommendation. This led to fast adoption of the research tool and its learnings across all 5 organizations.
• Project 3: training young multi-functional team members on trial building plans, business plan assessment pre-launch etc. Trial training was very well received, achieving a score of 4.7 out of 5.
• Received a regional award for Always initiative launch assessment project.


Company Details

Procter & Gamble Company (P&G) (multinational)

Cairo, Egypt

More than 1000 employees

FMCG

http://us.pg.com/our-brands

Sep 2008 to May 2010 (1 year 8 months)
Associate Marketing Research Regional Manager for Paper Category at P&G Near East at Procter & Gamble Company (P&G)

Experience Details

Associate Marketing Research Regional Manager for Paper Category at P&G Near East

Marketing/PR/Advertising

Manager

covering Egypt, Syria, Jordan & Lebanon)

Roles & Responsibilities:
Influencing the direction of the business via working collaboratively with business partners (at Marketing Managers, Marketing Directors) to identify business challenges and opportunities, then convert them to marketing strategies, which are anchored in deep consumer, shopper and market understanding. This is done via:
a. Translating business vision & strategic business opportunities into an annual research action plan, then designing research, allocating research budget, executing fieldwork, analyzing market and consumer trend data objectively and accurately.
b. Shares insights & business recommendations based on consumer, customer/shopper and market trends with business unit partners under the supervision of the direct manager before they are implemented in the business
c. Providing insights for all phases of the brand building and product development cycle, from white space identification, concept testing to volume forecasting and copy testing
d. Have good understanding of many marketing research techniques in both qualitative and quantitative methods e.g. concept testing, copy testing, pricing effectiveness, sampling effectiveness test, brand equity tracking, media receptivity tools
e. Typically involved in overseeing suppliers’ timely and quality deliverables. Involved in qualifying new suppliers.
f. On-going maintenance of CMK systems to facilitate the storage and efficient retrieval of research data and summaries
Business scope: CMK leadership for 2 brands (Pampers & Always portfolio) across 5 Near East countries (Egypt, Lebanon, Syria, Jordan and Iraq)
Achievements:
• Project 1: led a big Price Sensitivity research that included a completely non-standard module to investigate whether future pricing plans are the best for the business or not. Based on results of the study, thorough analysis beyond the obvious and exploring historical learnings, I recommended very different strategies for the Always brand which changed brand pricing, sizing and communication plans enabling Always to grow both CDI and Ultra business. Testimonial by Dalia Milad: “Gihan’s work on that project stood out in terms of technical mastery and in terms of strategic thinking and leadership in influencing her business partners to implement the right strategies for the Always brand.”
• Project 2: Defined & qualified lead benefit concepts for future campaigns to drive femcare category growth via insight generation, writing concepts, qualifying storyboards, forecasting sales. Hygiene campaign aired as of Jun08 featuring my lead concept, exceeding on sales target; delivering 112 index vs. target of 106.
• Project 3: challenged local and regional Pampers marketing team to change communication strategy to revert declining share trend e.g. communicate “overnight dryness for 12 hours” vs. “dryness under pressure and air pricing. Pampers Lebanon market shares grew by 2 points after implementing CMK recommendations
• Project 4: proactively identified the most effective Direct-to-consumer method to drive trial and education among rural consumers and quantified the impact of giving education with vs. without sampling on sales especially as the government had put some constraints on Always school program.
• Project 5: Defined "what drove Pampers Egypt Growth” using regionally approved rationale of volume build/volume drivers. Pampers Building blocks were revisited to incorporate my recommendation. More weight and activities were put against Hygiene campaign as it contributes the highest volume growth.
• Project 6: Growing Capability of Marketing, sales and marketing research organization on how to grow category market size via developing and issuing 4 Newsletters issued on a bi-weekly basis and delivering training to 30 people, achieving a training score of 4.1 out of 5.
Result: we managed to grow Paper business in 2 years from $108m to $167m and grow market size by +15%.


Company Details

Procter & Gamble Company (P&G) (multinational)

Cairo, Egypt

More than 1000 employees

FMCG

http://us.pg.com/our-brands

Aug 2006 to Aug 2008 (2 years)
Senior Marketing Research Assistant for Egypt market at Procter & Gamble Company (P&G)

Experience Details

Senior Marketing Research Assistant for Egypt market

Marketing/PR/Advertising

Manager

Roles & responsibilities:

a. Duties typically include making travel arrangements and staff support, record keeping, and report compilation
b. Budget tracking, invoice processing and payment tracking for total CMK department
c. Conducting simple research and data analysis, as well as generating reports
Achievements:
• Project 1: Proactively developed and deployed first 'Standard Operating Procedure' for marketing research department globally.
• Project 2: independently led advertising research across all brands in Egypt (e.g. Laundry detergent, diapers, femcare, shampoo, toilet soaps) with robust research results. Proactively led multiple advertising research analysis that enabled (a) local and regional team change communication idea and simplify execution of all future diaper ads (b) strengthen execution of Camay, Always, Ariel and Pantene ads, which also influenced regional direction. Became recognized by Regional VP as expert in assessing advertising potential to build business and how to fix advertising.
• Project 3: Enabled Lang Bonux business team to identify the right scent line extension to launch and the optimal number of line extensions to maximize the business
• Project 4: Led robust budget tracking and timely invoice payment for Total Near East Marketing research department ensuring no over spending or under spending of budget ever occurred. Fixed our invoicing process ensuring no double payment or delay in payment occurred.
• Received P&G recognition share award for 'Standard Operating Procedure' project and was nominated for Camay advertising research analysis.


Company Details

Procter & Gamble Company (P&G) (multinational)

Cairo, Egypt

More than 1000 employees

FMCG

http://us.pg.com/our-brands

Jul 2001 to Jul 2006 (5 years)

Education

BA in Marketing

Education Details

BA

Marketing, Advertising and Public relations, Business Administration and Human Resources

Misr International University (MIU), Egypt

A / Excellent / 85 -100%

Major: Marketing Double Minors: (1) Business administration and (2) Advertising and Public Relations (PR)

GPA: 3.92/4.0 High Honors Won University Cup for Highest GPA Graduation Project: Developing a marketing research to evaluate the educational service of MIU.

Misr International University (MIU)
1996 - 2000
High School - IGCSE

High School Details

IGCSE

Saint Fatima Language School

Egypt

1996

A / Excellent / 85 -100%

graduated top 20 of the class of 1996

Saint Fatima Language School
1996

Training and Courses

Training/Course Details

Social Media training

Oct 2015

IMFND

N/A

Training/Course Details

Effective Leadership Skills training

Jun 2014

Strategic Vision

N/A

Training/Course Details

Effective Delegation Skills

Jun 2014

Strategic Vision

N/A

Training/Course Details

Effective Teams training

Feb 2014

Procter & Gamble Company (P&G)

N/A

Training/Course Details

Total Assessment Interviewing training

May 2012

Procter & Gamble Company (P&G)

N/A

Training/Course Details

Maximizing Innovation and Decision Solutions (MINDS)

Apr 2012

Procter & Gamble Company (P&G)

N/A

Training/Course Details

Negotiation and Influencing Skills

May 2011

Procter & Gamble Company (P&G)

N/A

Training/Course Details

Finance for Non Finance training

May 2009

Procter & Gamble Company (P&G)

N/A

Training/Course Details

Success Drivers – Leverage Mastery

Oct 2008

Procter & Gamble Company (P&G)

N/A

Training/Course Details

Success Drivers – Coaching & Grow Capability

Oct 2008

Procter & Gamble Company (P&G)

N/A

Training/Course Details

Individual Effectiveness training

Dec 2006

Procter & Gamble Company (P&G)

N/A

Training/Course Details

Corporate Athlete training

May 2006

Procter & Gamble Company (P&G)

N/A

Training/Course Details

Success Drivers – Think and Act Decisively

Feb 2006

Procter & Gamble Company (P&G)

N/A

Training/Course Details

Success Drivers – Leads 201

Dec 2005

Procter & Gamble Company (P&G)

N/A

Training/Course Details

People Supporting People training

May 2005

Procter & Gamble Company (P&G)

N/A

Training/Course Details

Effective Meetings training

Dec 2004

Procter & Gamble Company (P&G)

N/A

Training/Course Details

Effective Communication & Presentation Skills training

May 2004

Procter & Gamble Company (P&G)

N/A

Training/Course Details

Effective Leadership Skills training

Dec 2003

Procter & Gamble Company (P&G)

N/A

Training/Course Details

Marketing Research Techniques training

Dec 2001

Procter & Gamble Company (P&G)

N/A

Training/Course Details

Marketing Research Basics training

Sep 2001

Procter & Gamble Company (P&G)

N/A

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Adobe PhotoshopAdvertising And Public RelationsAdvertising ResearchAnalyticalArabicAssociate Marketing Research Regional Manager For Paper Category At P&G Near EastBusiness Administration And Human ResourcesBusiness-orientedCorporate Athlete TrainingDrawingEffective Communication & Presentation Skills TrainingEffective Delegation SkillsEffective Leadership Skills TrainingEffective Meetings TrainingEffective Teams TrainingEnglishFMCGFinance For Non Finance TrainingFreelance Marketing And Business ConsultantHandicrafts StitchingHuman ResourcesIndividual Effectiveness TrainingInnovativeLeaderMarket Insights & Business Optimization Regional Manager For Middle East, North Africa And Pakistan MarketsMarketingMarketing ResearchMarketing Research & Consumer Insights Regional Manager For EIMEA Grow Development MarketsMarketing Research & Consumer Insights Regional Manager For Femcare Category In Middle East & African MarketsMarketing Research Basics TrainingMarketing Research Techniques TrainingMaximizing Innovation And Decision Solutions (MINDS)Microsoft ExcelMicrosoft PowerPointMicrosoft WordNegotiation And Influencing SkillsOraclePaintingPeople Supporting People TrainingPlaying BackgammonPlaying ChessPlaying OrganPlaying Treble And Descant RecorderProblem SolverProcter & Gamble Company (P&G)Reading Fiction BooksReading Self Developing BooksResearchSPSSSenior Marketing Research Assistant For Egypt MarketSingingSocial Media TrainingSuccess Drivers Coaching & Grow CapabilitySuccess Drivers Leads 201Success Drivers Leverage MasterySuccess Drivers Think And Act DecisivelyTotal Assessment Interviewing Training

Self-assesed Skills

Languages

English

English

: Fluent

: Fluent

: Fluent

: Fluent

Arabic

Arabic

: Fluent

: Advanced

: Fluent

: Fluent

Tools and Technologies

Microsoft Word

Microsoft Word

: Advanced

: Extreme - I love it!

:

More than 7 years

Microsoft PowerPoint

Microsoft PowerPoint

: Advanced

: Extreme - I love it!

:

More than 7 years

Adobe Photoshop

Adobe Photoshop

: Advanced

: Extreme - I love it!

:

More than 7 years

Oracle

Oracle

: Advanced

: Extreme - I love it!

:

More than 7 years

Microsoft Excel

Microsoft Excel

: Intermediate

: Extreme - I love it!

:

More than 7 years

SPSS

SPSS

: Intermediate

: High

:

More than 7 years

Fields of Expertise

marketing research

marketing research

: Expert

: Extreme - I love it!

:

More than 7 years

advertising research

advertising research

: Expert

: Extreme - I love it!

:

More than 7 years

Key Skills

Analytical, Leader, Business-oriented, Problem Solver, Innovative

Online Presence

https://www.linkedin.com/in/gihan-alaa-b02a7543

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