Hafsa ABBADI

* Lead regional marketing and brand growth strategies across North Africa, Levant and Iraq.
* Drive brand launches, innovation and influencer seeding programs based on consumer and market insights.
* Develop and execute digital, social and 360° communication plans to strengthen brand equity and performance.
* Identify growth opportunities through market analysis, performance tracking and white space assessment.
* Manage budgets and collaborate with cross-functional teams (Finance, Supply Chain, BD, NPD) to deliver business objectives.

• Lead and execute brand annual planning strategies and marketing plans based on thorough analysis of market, environment, competitive and consumer trends.
• Developed and executed integrated marketing campaigns across OOH, digital, street, and TV, collaborating with creative, media, and digital agencies to enhance brand visibility.
• Drive innovation agenda for brand portfolio, new products development opportunities in collaboration with R&D team and packaging agency.
• Led brand’s growth both in terms of market share and sales.
• Measured and reported on performance of all marketing campaigns to assess effectiveness and inform future strategies.
• Analysed key market indicators, brand performance, and competitor activity to identify trends and inform strategic decision-making.
• Created and managed annual budget for marketing initiatives, ensuring alignment with strategic goals.
• Developed annual sales forecasts for each sub-brand and SKU, aiding in strategic planning.
• Work with research agencies to conduct and analyse research that builds an understanding of consumer/shopper needs and trends.

• Executed annual marketing plans encompassing product, price, communication, digital, consumer activation, and E-commerce to align strategies with brand goals.
• Contributed to product development and piloted launches across modern, traditional, E-commerce, and retail channels to enhance market presence.
• Led monthly analysis of market and sales KPIs, benchmarking performance to inform strategic decisions.
• Conducted regular training sessions for clients and sales teams across all channels to enhance product knowledge.
• Organizing trade fairs, exhibitions and events for clients.