Amjad Abu Shanab
Brand Director
Jeddah
Summary
Experienced Senior Brand Manager with extensive expertise in commercial strategy and brand management within the luxury cosmetics and fragrance sector. Skilled at overseeing end-to-end brand functions, including P&L management, market positioning, and multi-channel distribution. Proven track record of achieving significant revenue growth, expanding market share, and delivering high-impact marketing initiatives. Known for driving operational excellence, fostering innovative brand strategies, and leading cross-functional teams to achieve strategic objectives.
Overview
23
23
years of professional experience
5
5
years of post-secondary education
Work History
Brand director
LVMH Fragrance Brands
Jeddah, KSA
02.2023 - Current
- Brand Strategy & Market Positioning: Extensive experience in developing and executing strategies to elevate brand prestige, visibility, sales growth and market share within the luxury fragrance and cosmetic market.
- P&L & Financial Management: Proven track record in constructing and overseeing full P&L responsibilities, driving profitability, and managing budgets to achieve optimal cost efficiency. Consistently delivered targeted net profit through strategic financial planning and effective resource allocation.
- Sales & Distribution Channel Optimization: Commercially adept at maximizing multi-channel sales performance across department stores, independent retail, standalone, and e-commerce. Expertise in crafting data-driven strategies that boost revenue, enhance customer reach, and optimize channel profitability to meet and exceed sales targets.
- Team Leadership: Effective team leader with a focus on nurturing talent, enhancing team productivity, and fostering a customer-centric culture.
- Campaign & Product Launch Execution: Expertise in orchestrating high-impact marketing campaigns and product launches, focused on driving consumer engagement, achieving KPIs, and maximizing ROMI. Skilled in delivering initiatives that not only elevate brand visibility but also contribute to sustained revenue growth and measurable market impact.
- Stakeholder Relations & Financial Reporting: Skilled in building and maintaining strategic relationships with key stakeholders to expand brand reach and drive successful partnerships. Expertise in delivering clear, consistent financial reporting on a weekly, monthly, quarterly, and annual basis, including comprehensive budget oversight for payroll, marketing, and training allocations to ensure transparent and results-driven brand performance.
Distribution Director
Seventh Dimension Company
Kuwait, Kuwait
12.2022 - 02.2023
- Sales Strategy Development: Design and implement a sales strategy that aligns with the company’s objectives, focusing on revenue growth, market share expansion, and profitability.
- P&L and Budget Management: Oversee P&L for the sales and distribution departments, including budget planning for payroll, incentives, and promotional spend. Ensure that resources are allocated effectively to optimize ROI and meet financial targets.
- Channel Optimization: Lead the optimization of distribution channels, including retail, e-commerce, and wholesale, to maximize reach and sales performance across multiple regions. Evaluate new channel opportunities to enhance market coverage
- Team Leadership and Development: Build and lead a high-performing sales and distribution team, fostering a culture of accountability, training, and professional growth. Set clear KPIs and provide regular performance feedback to achieve departmental goals.
- Key Account and Stakeholder Relations: Establish and nurture relationships with key accounts, distributors, and strategic partners to secure favorable terms and mutually beneficial growth initiatives.
- Performance Analytics and Reporting: Track sales performance and distribution metrics, providing regular reports to senior leadership on KPIs, including sales volume, market penetration, and distribution efficiency. Leverage data analytics to inform decision-making and strategy adjustments.
- Sales Forecasting and Planning: Lead sales forecasting, aligning inventory needs with demand planning and market trends to ensure product availability across all channels.
- Customer Experience Enhancement: Work closely with marketing and customer service teams to ensure a seamless customer journey, leveraging insights to enhance customer satisfaction and brand loyalty.
Parfums Christian Dior - Brand Manager
Wahran Trading Co.
Kuwait, Kuwait
06.2006 - 12.2021
- Profitability & Financial Reporting: Consistently delivered on set operational net profit targets by optimizing budget allocation and controlling costs. Maintained accurate reporting on financial performance, including weekly, monthly, and semester updates, as well as contributing to annual and 3-year business plans.
- Brand Visibility & Market Leadership: Drove brand growth and market share by enhancing brand visibility and executing high-impact marketing initiatives. Developed strategies to sustain brand leadership and expanded reach through targeted campaigns, achieving year-over-year growth.
- Operational Oversight: Managed daily brand operations across multiple functions, ensuring smooth execution of strategies and alignment with overall brand objectives. Implemented processes to enhance operational efficiency and meet sales and profit goals
- Inventory & Stock Management: Maintained healthy stock levels at both point-of-sale and warehouse locations. Collaborated with regional offices for accurate demand forecasting and timely stock replenishments, balancing inventory to avoid stockouts or excesses.
- Team Leadership & Motivation: Led a high-performing team, focusing on motivation, training, and goal-setting to drive productivity. Set individual and team KPIs, conducted regular reviews, and provided coaching to foster a results-driven culture.
- Team Leadership & Motivation: Led a high-performing team, focusing on motivation, training, and goal-setting to drive productivity. Set individual and team KPIs, conducted regular reviews, and provided coaching to foster a results-driven culture.
- Marketing & ROI Management: Oversaw brand marketing efforts, focusing on campaigns that delivered high ROI and contributed to revenue growth. Monitored performance metrics to optimize marketing spend and ensure alignment with brand strategy.
- KPI & Performance Tracking: Regularly tracked KPIs to measure progress toward goals. Analyzed data to identify areas for improvement and adapted strategies to exceed targets
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Head of Brands
Wahran Trading Co
Kuwait, Kuwait
02.2002 - 05.2005
Education
Diploma of Higher Education - Elektric and Information
Wuppertal Universität - Deutschland
Germany 01.1986 - 07.1991
Skills
Creative visioning
Leadership competence
KPIs tracking
Global perspective
Budgeting and finance
Sales and marketing strategy
Budget management
Financial acumen
Stakeholder management
Commercial acumen
Languages
Arabic
Native
English
Fluent
German
Advanced
Software
MS Office, Power BI, Power Query, SketchUp, 3D Max
Timeline
Brand director
LVMH Fragrance Brands
02.2023 - Current
Distribution Director
Seventh Dimension Company
12.2022 - 02.2023
Parfums Christian Dior - Brand Manager
Wahran Trading Co.
06.2006 - 12.2021
Head of Brands
Wahran Trading Co
02.2002 - 05.2005
Diploma of Higher Education - Elektric and Information
Wuppertal Universität - Deutschland
01.1986 - 07.1991