Oakville, Ontario, Canada
SUMMARY Brand & Growth Leader with over 20 years of experience building iconic brands and most recently having led a US$1B Portfolio Transformation in a multi-country role. Expert at transforming brand architecture into a growth engine by leveraging high-impact storytelling, influencer ecosystems, and "test-and-learn" digital strategies proven with strong business results and recognition from a P&G Global Marketing Award to multiple Effie Award shortlists and wins. BUSINESS TURNAROUNDS In my career I have led business turnarounds being recognized for stand out campaigns that work across Geographies. I have built upon this brand building business first approach with a hunger for Innovation - whether that's in product development or communications spear-heading digital marketing transformation strategically where it it fits. MARKETING TRANSFORMATION My last role was Marketing transformation for a USD$1B Commodity mulit-country cooking oil business into a strong branded portfolio developing not only innovation but also Brand Architectures, guidelines and bringing it to life across omni-channel campaigns driving 5 years of consistent growth after years of decline. CREATIVE EXCELLENCE Some key accomplishments during my career have been being consistently recognized by the Effie awards being shortlisted 6 times over 4 years (2021-2025) with 1 win. I was also consistently shortlisted for Multiple internal awards in P&G for Campaigns including Omni-channel marketing. Additionally in 2021 I was called out as "CMOs to watch in Saudi Arabia" for my work at Savola Foods by Vibe Martech Saudi Arabia and had the honor to sit on the Effie Jury for Pakistan back in 2023. FURTHER DEVELOPMENT I am currently on sabbatical since 2025 developing my own business and getting a MBA from the Rotman School of Management building my skills further to become a more rounded business leader.
Entrepreneurial role in Etobicoke where I specialize in helping organizations build their brand visibility through high-quality custom apparel, promotional items, and marketing solutions.
In this role I led the $1Bln Cooking Oil business across the region for Savola Foods. This is a key leadership role in the transformation of the business from a commodity into a premium Brand Led business business. Over 4 years we got shortlisted 6 times for the MENA Effie awards, a marker of consistent great creative work. Some other highlights are; 1. Launched Savola Foods first regional initiative behind the Worlds First Cooking Oil with Zinc that boosts Immunity. This is a full 360 Marketing toolkit developed for a simultaneous MENA launch in Jan’22. This campaign also got shortlisted for the 2022 MENA Effies for Egypt in Healthcare OTC and Saudi Arabia for Omnichannel Marketing. 2. Re-focused the regional OO Strategy and grew KSA Olive Oil by +4%ppts value share (30% volume growth) from Sep’21 and have delivered 2 break through innovations currently going in-market - Cooking Olive Oil in KSA and launched OO in Algeria (Mar’22).
I developed the Frico brand from a Distributor Trading model to a consumer focused Branded Business with a heavy focus on digital transformation. Over 4 years I delivered a 10% CAGR on volume and transformed the business into a Strategic Pillar for the Middle East. Some key accomplishments during this journey are highlighted below; 1. Digital transformation for the Frico brand creating a global showcase. Particularly driven by leveraging Social Media for example we were the pioneers in using Facebook Live and Snapchat in KSA. 2. Business model transformation from a multi-country Distributor business to a Principal led Regional one. 3. Innovation & New Business: Working in a broader role of Innovation & New Business Development I also delivered on some key projects; a. Using Agile methodology and Microbattles created in-house Innovation Labs b. Entered B2B with Debic Cream c. Launched into Lebanon and locally led plans for expansion into Iran
Managed the multi-category Dettol power brand ranging from Homecare to Personal care products with a key challenge of balancing a strong innovation pipeline with fueling the core. 1. Turned around a $200MM multi-category business. Dettol saw a dramatic slowdown in 2011 as the business fragmented. I created an organizational structure and new marketing model to synergize it leading a turnaround doubling its growth rate in a year. 2. Developed a winning Brand Team. A key accomplishment during my managing a team of 5 direct reports was actually a turnaround plan I put in place and led for an ABM where in 3 months I managed to move him from on probation to Management potential.
After 10 years in P&G, I was looking for a new place to grow and Kraft-Mondelez in Dubai offered me such an opportunity. I moved here to manage the Biscuits, Coffee and Confectionary businesses and in my short period there my main achievement was to overhaul their Digital marketing and Portfolio/Innovation management.