Karl Al-Issa

Experience

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  BAT

  Jun 1999 - Feb 2008

  Responsible for Couche-Tard account, analyzed assortment, pricing, displays to find winning solutions for both key account and manufacturer Planning & implementation of DSD roll-out across Canada, key account planning for new commercial relationships under new structure Implemented trade marketing activities with Convenience Retail customers in Toronto sales territory

  • Category Manager

    Dec 2006 - Feb 2008

  • Project Assignment

    Dec 2005 - Dec 2006

  • Trade Marketing Representative

    Jun 1999 - Dec 2005
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  Nielsen

  Sept 2008 - Nov 2010

  Senior Market Analyst

  Led still beverage insights for the Coca-Cola Company using syndicated, panel, and custom studies. Key analyses were segmentation, price elasticity, and portfolio optimization.

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  The Coca-Cola Company

  Nov 2010 - Sept 2018

  Responsible for formulating annual price increases and impact on business plan including volume, rate and mix. Worked closely with sales teams to evaluate realistic outcomes from pricing and ensure execution of strategies. Provided data-driven recommendations to the organization for space planning, assortment optimization and category strategy. Provided on-site category insights to retailers as a designated vendor advisor.

  • Manager, Pricing Strategy

    Apr 2013 - Sept 2018

  • Category Manager

    Nov 2010 - Apr 2013
• 

  Coca-Cola Canada Bottling Limited

  Oct 2018 - Aug 2019

  Manager, Revenue Growth Management

  Responsible for revenue management for innovation and existing portfolio. Built profitable pricing strategies for innovation in collaboration with Marketing, Finance, and other key stakeholders. Provided analysis and reporting to senior management on innovation contribution to annual business planning and other key metrics.

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  General Mills

  Sept 2019 - Jul 2021

  Market Strategy & Revenue Manager

  Led strategic revenue initiatives for the Snacks BU, including pricing, promo optimization, product & customer mix, and price-package architecture. Contributed to cross-functional teams, including Marketing, Sales, Supply Chain and Finance. Managed direct report (SRM Analyst), one of whom was promoted to a manager position, and indirect report (Financial Analyst).

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  NielsenIQ

  Jan 2022 - Nov 2023

  Sales Director, Advanced Analytics

  Managed a portfolio of CPG manufacturer clients for NIQ's Advanced Analytics. Responsible for sales of solutions including revenue management and assortment. Managed consulting teams to complete projects and achieve client satisfaction.