Ahmed Raafat
Jeddah,Saudi Arabia
Summary
Accomplished professional with expertise in strategic planning, brand management, and trade marketing. Demonstrates proficiency in channel strategy and data analysis, leveraging tools such as Power BI and Microsoft Office to drive business insights. Skilled in CRM systems, team training, and coaching, with a strong focus on presentation and communication skills. Committed to enhancing organisational performance through effective forecasting and innovative marketing strategies.
Overview
16
16
years of professional experience
2006
2006
years of post-secondary education
Work history
Senior Brand Manager
Filorga, Biotech Cigalah
Jeddah
12.2021 - Current
- Awarded Best Brand Manager in 2023 among 14 regional peers, achieving 145% year-on-year sales growth through portfolio focus and precise execution.
- Portfolio Optimization: Identified 5 growth-driving SKUs from 25-product portfolio; reallocated budgets based on subcategory trends for maximum ROI.
- Weighted Distribution Optimization: Prioritized high-contribution stores within Nahdi and Al-Dawaa, maximizing availability and sell-out potential of focus SKUs.
- Integrated Marketing Communication: Executed impactful 360 campaigns; recognized by Filorga Global HQ for managing fastest-growing Filorga Instagram account worldwide in 2023.
- Executional Excellence: Improved salesforce focus through field coaching and KPI tracking.
- Tools used: Nielsen, Power BI, CRM platforms.
- Coached junior team members, fostering a results-driven work environment.
Trade Marketing Manager
National Distribution Company
Riyadh, Saudi Arabia
09.2018 - 06.2021
- Led go-to-market strategies and brand activations across multiple personal care categories in pharmacies, modern trade, and beauty retail.
- Strengthened in-store presence through aligned trade campaigns and promotional planning.
- Executed three high-impact Beautyworld exhibition participations (2 in Jeddah, 1 in Dubai).
- Maintained supplier relationships with regular sales/marketing updates.
- Developed business plans for new supplier and retailer onboarding.
- Trained company and retail staff on product knowledge and category expertise.
- Tools used: Power BI, Excel-based dashboards.
Brand Manager
Dayarn Pharma
Saudi Arabia
01.2016 - 01.2018
- Managed Darphin, Babé, and Salcura brands, leading strategic planning, market positioning, and campaign execution.
- Conducted in-depth market research and perceptual mapping to define brand strategies.
- Developed commercial agreements and executed push/pull strategies across major pharmacy chains (Nahdi, Al-Dawaa, Whites, Boots, etc.).
- Delivered internal and external training on sales techniques and brand messaging.
- Organized regular scientific meetings with dermatologists and pharmacists.
Field Force Supervisor
Dayarn Pharma
Saudi Arabia
07.2015 - 01.2016
Senior Medical Representative
Dayarn Pharma
Saudi Arabia
04.2014 - 01.2015
Field Trainer
Nuxe, Biotechgulf
Saudi Arabia
01.2013 - 04.2014
Medical Representative
Johnson & Johnson
Saudi Arabia
08.2011 - 01.2013
Medical Representative
Annahda Co.
Saudi Arabia
03.2009 - 06.2011
Education
B.Sc. - Pharmacy
October 6 University
Brand Building – Executive Learning - undefined
Kellogg School of Management, Northwestern University
Category Management - undefined
Retail Pharmacy Academy
Digital Marketing - undefined
Digital Marketing Institute
Skills
- Strategic Planning
- Brand Management
- Trade Marketing
- Channel Strategy
- Data Analysis
- Forecasting
- Power BI
- Microsoft Office
- CRM Systems
- Team Training
- Coaching
- Presentation Skills
- Communication Skills
Languages
Arabic
English
REFERENCES
- Danka, Nahdi Medical Company, 0557540193
- Mohamed Mashgary, Whites, 0504633396
- Haytham Khalifa, Johnson & Johnson, +1 908 392 9803
Timeline
Senior Brand Manager
Filorga, Biotech Cigalah
12.2021 - Current
Trade Marketing Manager
National Distribution Company
09.2018 - 06.2021
Brand Manager
Dayarn Pharma
01.2016 - 01.2018
Field Force Supervisor
Dayarn Pharma
07.2015 - 01.2016
Senior Medical Representative
Dayarn Pharma
04.2014 - 01.2015
Field Trainer
Nuxe, Biotechgulf
01.2013 - 04.2014
Medical Representative
Johnson & Johnson
08.2011 - 01.2013
Medical Representative
Annahda Co.
03.2009 - 06.2011
Brand Building – Executive Learning - undefined
Kellogg School of Management, Northwestern University
Category Management - undefined
Retail Pharmacy Academy
Digital Marketing - undefined
Digital Marketing Institute
B.Sc. - Pharmacy
October 6 University
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