Karimane Elgendy

• Develop & executed BIC Easy Rinse global campaign, the biggest innovation in shavers.

• Increase global brand awareness & conversion of BIC Easy Rinse & Shavers category

• Improve brand positioning and consumer perception o

• Led global digital transformation initiatives, optimizing e-commerce platforms to improve UI/UX, resulting in a 50% increase in brand engagement and uplift in online conversions.Spearheaded targeted digital campaigns, utilizing CMS and CRM systems to enhance customer experience, driving measurable business results

• Coordinate with business development teams to identify and pursue white space opportunities, resulting in a double digit increase in annual revenue

• Implemented a measurement and evaluation framework

• Create bridge between regional teams and global centers of expertise to create consistent and effective execution globally.

• Facilitated learnings transfer of consumer similarities & hence driving synergies and scale on brand activation in consultative approach with a strong ability to persuade and influence using data and insights

• Create and lead advertising and big idea development against key brand initiatives, cascaded across all consumers facing content and touchpoints, including advertising, POS, consumer activation & PR ideas, partnerships and social.

• Partner with Consumer insights teams to define brand positioning and translate into actionable brand platforms.

• Partner with innovation teams to create accurate portfolio strategy consistent with the vision, ambition, and brand strategy

• Partner with business development teams to define white spaces & business growth opportunities at 3+ years horizon.

• Partner with regions on media plan and spend allocation recommendations to deliver ROI continuously.

• Develop and cascade communication toolkits across regions to drive revenue growth and strong go-to-market strategies.

• Develop and lead digital transformation across regions and execution

• Defined +3 yrs. ball pen big bets at global level and led strategic alignments with leadership team and regions

• Designed the innovation pipeline for next 4 to 5 years for ball pen segment representing 80% global market

• Led upcoming initiative qualification in NAM from product ideation to communication, in line with global vision of better & greener product

• Drove profitable and sustainable growth by making relevant data-driven strategic choices, resulting in a 12% increase in EBITDA margin. Define, lead, and execute the development of successful strategic business plans to deliver against annual brand targets.

• Partnered with e-commerce and business teams to launch multi-channel digital campaigns, leveraging data insights and SEO/SEM strategies to drive online traffic and conversions. Collaborated with content management teams to optimize CMS systems for seamless product launches, contributing to a 15% increase in online sales year-over-year

• Jointly own and support the Regional Commercial teams go-to-market strategy and execution of aligned innovation launches on the core business and new items.

• Leads direct report(s) on the day-to-day operational functions of the global brand, including innovation gate process management, budget management, invoicing.

• Collaborate with strategy and foresight to translate consumer insights into action.

• Developed Joint Business Planning (JBP) with distributors regionally generating common value creation and delivering top and bottom-line growth for categories led.

• Developed integrated marketing & communication strategy cascaded across defined activation channels leveraging brand consideration & purchase intent translated into an increase of velocity in-store by 15% in FFY.

• Coached and united regional multifunctional team, distributors and agency partners to deliver integrated marketing plans

• Transformed the business from a highly volatile business into a reliable share, top and bottom-line driver growing consecutively ahead of target and region results.

• Build relationships and buy-in across departments and local markets to build alignment and ensure clarity around marketing goals and strategy.

• Managed and attribute the local Marketing budget, in partnership with key stakeholders (Global Marketing, local Sales leaders and Finance)

• Insure measurement and tracking plans to understand effectiveness and ROI for each marketing program.