Eyad Basabrain

Experience

• 

  Jarir Bookstore

  Jan 2014 - Dec 2014

  Sales Specialist
• 

  Panda Retail Company – Savola Group

  Feb 2015 - Jan 2018

  Category Management - FMCGTranslate category platform strategy plans into procurement request for central buying. -Collate Future trends and innovations as per market situation and potential for the category. -Develop and set offers / promotional activities (including in-store) and forecast. -Distribute and assign the yearly plan and detail with key activities for all subcategories. -Monitor the collection of OI and margin confirmations (BDFs & BA’s). -Manage vendor relations by presenting Service Level performance reviews and recommend/agree options of improvement Show less Category Management - Electronics • Suggests/negotiates the promotional offers • Assists/leads the negotiations of the annual supply agreements . • Meets with the supplier to discuss the availability problems and come up with the right actions. • Supports in managing the vendor relations by providing periodically feedback to the vendors. • Analyzes the supplier availability in the store level . • Recommends the product categories to the Category manager as well as assisting him in implementing the category plan in line with sales budget and forecasts. • Assists the category manager in negotiating and administrating the cost and retail prices setting. Show less

  • Assistant Category Manager

    Feb 2017 - Jan 2018

  • Buyer

    Feb 2015 - Feb 2017
• 

  Basamh Trading & Industries Group

  Mar 2015 - Aug 2015

  Sales Support (Internship)

  • Following the pending orders and send the Expected Invoice to close month sales.• Send weekly under performance marketing group and Focus Sku’s for each channels to sales team in the branches.• Send weekly over sales for marketing group for each channels to sales team in the branches.• Tracking displays implantation.• Branch Forecast Review for all branches.• Sales Support improvement.

• 

  TAMER

  Jan 2018 - Mar 2020

  Senior Marketing Strategy & Planner

  Led the execution, coordination, and implementation of the local trade marketing plan with regional brand strategies, brand success models, ATL, BTL, and digital activities to ensure maximum sales off‑taking and market share impact for the current portfolio, NPDs, and line extensions.Identify, plan, coordinate, and implement trade marketing activities and strategy across KSA channels.Responsible for executing the customer excellence strategy across KSA.Building relationships with key suppliers, and identifying new revenue opportunities.Managing the promotional plan, and identifying new promotional opportunities.Working closely with the marketing team to commercialize brand plans, looking at pack formats, pricing, and promotions.Developing commercial toolboxes, including sell‑in materials for the sales teams, and in‑store (POS) materials for the retailers and KAs.Coaching and supporting the sales teams to execute effectively with customers.Managing the trade spend and allocating the Advertising & Promotion (A&P) budget across all channels/customers.Segmenting the customer base and working closely with P&Ls to optimize channel strategies and maximize ROI. Show less

• 

  Bayer

  Mar 2020 - Aug 2024

  Trade Marketing Manager

  Create and execute category and customer growth plans in line with the growth strategy for strategic customers through customer-specific execution plans including activation plans and mechanics.Engage with the key customers as part of quarterly business reviews, focusing on activation plans and category reviews.Create and lead robust customer calendars while partnering with the sales team to bring to life both brand plans and customer opportunities.Own the promo portfolio both in terms of portfolio strategy and execution ensuring we remain competitive and profitable in our offering to consumers and maximizing on category opportunities.Ownership of the marketing budget ensuring to deliver the plans within the budget framework.Responsible for developing display equipment concepts and producing with through the right 3rd party.Play an active role internally to keep the brand top of mind with the sales team, and champion opportunities with the sales team in key forums.Assist in planning, developing, and presenting sales & brand strategies as part of the connect-to-grow process, customer roadshows, and other key forums.Use retail audit data to run category analysis to provide insights on market category dynamics, and competition, and uncover potential opportunities (innovation, distribution, PQA) in key forums (sales meetings, team huddles, and others).Leverage customers’ EPOS data to drive customer-specific insights and action plans.Drive category leadership with our key customers including the rollout of our category management projects, negotiating and influencing the ideal location for our category within the stores, and category rationalization, with the support of local and regional resources.Formulate appropriate planograms and assortment/distributions category and portfolio recommendations across the main aisle, and transaction zone and recommend relevant secondary displays tactics activation for sustainable mutual category growth. Show less

• 

  Abdullah Al-Othaim Markets

  Aug 2024 - now

  Trade Marketing Director

  • Develop and implement comprehensive trade marketing strategies to achieve sales targets and increase market share.• Analyze market trends and consumer insights to identify opportunities for growth and innovation within the trade channel.• Build and maintain strong relationships with key Suppliers & Agencies• Lead the development of trade marketing materials, including point-of-sale displays,promotional materials, and sales collateral.• Monitor and evaluate the performance of trade marketing initiatives, makes driven data recommendations for optimization.• Collaborate with commercial teams to develop targeted promotions and incentive programs to drive sell-through and maximize ROI.• Provide regular reporting and insights to senior management on trade marketing performance and opportunities.• Stay informed about industry trends, competitive landscape, and best practices in trade marketing.• Prepare weekly updates on Brochure performance & competitor activities• Lead creation of shopper marketing programs and ensure integration of shopper insights, category management and commercial strategy to drive best in class results• Plan and execution of all national 'top down' shopper marketing programs, including digital coupons and in-store activations in partnership with key external partners.• Lead, develop, execute, and analyze the instore shopper marketing, Omni channel marketing and retail media programs for all Formats• Lead on Category Management, Planograms & instore displays for all Business Units Show less