YOUSRA AYAD

Reporting to: Head of Marketing.

Direct Reports: 1 Brand Manager, 1 Junior Brand Manager

• Led redefining the demand generation model after extensive audits with cross-functional teams driving a shift in strategy with a potential upside of +10% in sales.
• Led a profitability workstreams to deliver incremental margin leveraging Cost out/Value in model with an improved visual identity which delivered 4pts incremental margin in less than one year.
• Led "Aptamil Sensitive" new product development process and launched it with a targeted media support leveraging retail media partners Cartology & Flybys which achieved +30% increase in net sales versus business case.
• Led the development of new functional attributes in collaboration with cross functional teams which disrupted the heavily regulated Infant formula market and drove our Aptamil premium brand to become #1 in brand power in an inflationary context over other mainstream players.
• Launched a new communication platform for "Every Feed has a story to tell" to build stronger brand equity and deliver on emotional & functional attributes which landed outstanding results across all digital media metrics and increased +5pts in one of the top 4 imagery statement "Range that supports my needs".
• Coached and developed the Aptamil brand manager who was recognized as an outstanding team member and won two awards throughout the year.

Reporting to: Head of Marketing.

• Transformed the brand scale with +80% sales growth on AptaGrow in less than one year by driving single minded messaging with consumers & healthcare professionals across Digital and was awarded brand achievement of the year.
• Led real world evidence workstreams with CHE Proximity agency to test the product usage with kids and leveraged results to deliver best in class winning claims on product effectiveness in managing fussy eating which contributed to achieve sales target.
• Implemented A/B testing strategies to improve conversion rates by introducing more engaging content with product recipes which improved CTR of 10% and ROAS of 3

Reporting to: Head of Marketing.

• Revamped the brand positioning and communication platform for Karicare to develop the emotional territory and drive popularity with "Feed the real" campaign which won an Effie award in "Health and wellness".
• Transformed Karicare from a double digit declining brand into the #2 in volume share in Australia and a sustained #1 position in New Zealand with 50% value share and transforming the brand to a 100% Digital media model.
• Led a WOM influencer campaign which resulted in Karicare becoming the most recommended and trusted brand in the infant formula space in 2021.
• Launched "Karinourish" Website in-house utilizing wordpress in less than 3 months with multiple SEO optimized articles and engaging tools which delivered above average engaged sessions & low bounce rates.
• Led the initiative to generate a new bundle pack on Amazon, which remains to this date the #1 selling SKU in infant formula.

Reporting to: Head of Marketing.

Direct Reports: 1 Intern

• Launched a new Visual identity across Bebelac which delivered incremental sales of 10% post launch.
• Managed the full creation & execution of 3 campaigns across the full region achieving exceptional CVTR; 35% on YT and strong E-Comm integration to drive conversion.
• Fully led Influencer strategy on Bebelac to drive WOM coupled with on ground activations and OOH campaign delivering incremental 5% in quarterly sales.
• Managed and launched the first to market consumer communication on an allergy treatment formula “Neocate” for babies with an emotional campaign which exceeded all benchmarks on Social & YT, along with the website creation to drive conversion with E-Comm Integration, all still being utilized to date.

• Strategy and Insights Associate (1 year) - Dubai, UAE
• Global Supply Chain Associate (6 months) - Amsterdam, Netherlands
• Digital Marketing Associate (6 months) - Dubai, UAE