Nov 2021 – Jan 2024 · 2 yrs 2 mos · Paris, Île-de-France, France · Hybrid

• Ideated, designed, and implemented 12+ large-scale online experiments (A/B Tests) to optimize customer experience; developed standard operating procedures (SOPs) and provided actionable insights to improve recommendation algorithms.
• Developed merchandising strategies for 30+ Amazon Original titles across owned and operated channels and led their implementation across Europe, improving customer engagement and contributing to a 10% increase in storefront conversion in 2022; Successfully led implementation of The Lord of the Rings: The Rings of Power across 21 EU countries.
• Established optimized processes facilitating operational efficiencies and enabling scalability across territories; created 3 Playbooks supporting 70+ stakeholders saving 760+ annualized hours across EU.
• Implemented Walk-The-Store Program, methodically testing user journeys across locales (12+) and devices, tracking CX gaps at an EU level and facilitating prioritization and conversations with tech teams.

Jul 2017 – Jan 2020 · 2 yrs 6 mos · Levant | Beirut-based

• Consumer Product division (CPD); L’Oréal Paris Skin care
• Professional Product Division (PPD); L’Oréal Professionnel
• Identified and sized growth opportunities through in-depth understanding of consumer trends and market dynamics, (leveraged retail audits, behavioral studies, social listening analysis and customers’ feedback).
• Integrated customer data and metrics into effective B2B and B2C go-to-market strategies, optimizing value proposition per markets/customers.
• Carried out strategic marketing initiatives (ideation, planning and deployment of 15+ campaigns); developing successful media strategies working closely with media agencies on campaigns optimization across paid digital channels (incl. social ads, SEO; SEM; content marketing and display ads).
• Worked side by side and mobilized internal teams across all levels (sales, trade marketing, finance, logistic teams etc.) to reach portfolio business objectives within tight deadlines.
• Recurrently presented vision, yearly plans, and brand performances to L’Oréal HQ’s top management, regional distributors and company employees (in large audiences – 100+).
• Key achievements:
• Won the 2018 Best Launch Award leading the successful launch of beard care range Barber Club growing men skincare category by 210% in modern trade in 4 months.
• Led successful launch of moisturizing gel Hydragenius, shared as “Best Practice”. Product became #1 selling cream in modern trade, and #1 CPD product across Ecommerce platforms.

Apr 2016 – Jun 2017 · 1 yr 2 mos

• Developed marketing strategies, implemented, and monitored 7+ marketing campaigns working under tight deadlines, surpassing J&J portfolio sales targets by 13% YoY.
• Conducted thorough market assessments and consumer behavior analyses of various FMCG industries incl. comprehensive analysis of consumer insights, market sizes, competitive landscapes, pricing strategies, product offerings, channel penetrations, etc.
• Liaised with and oversaw a team of 20 sales people and merchandisers (on marketing-related activities).

Jun 2015 – Feb 2017 · 1 yr 8 mos

• Sought new business growth opportunities for potential partnerships, developing market assessments, portfolio and fit analyses, recommendations, kick-off plans, and upselling strategies; successfully closing deals with 2 brands.
• Established and nurtured prospective suppliers’ relationships at senior level while developing contract-winning proposals.
• Evaluates potential new brand partner and its positioning in assessed market as well as its fit with Fattal’s portfolio
• Formulates opinion and recommendation on adding the brand to the company’s portfolio
• Interprets data and consolidates it into reports and PowerPoint presentations
• Designs kick off plan including shelf price estimation, ATL and BTL actions, marketing budget estimation etc., in line with sales forecasts, should a brand be of interest to the firm
• 2) Continuously analyses existing Columbus brands’ and market performance:
• Evaluates and analyses on a monthly basis Columbus’ business units’ sales evolution vs. each other as well as vs. other internal Fattal firms
• Develops updated comprehensive market assessments of existing Columbus brands’ associated markets
• 3) Develops marketing plans for suppliers in the Lebanese market:
• Developed and proposed Reckitt Benkiser’s 2016 marketing plans and presented findings to the supplier
• Monitored and assessed competitors’ BTL and ATL actions and expenditures, provided consumer insights, and proposed innovative BTL initiatives
• Tools and methods used include:
• ̶ AC Nielsen retail audits analysis
• ̶ On-the ground market visits
• ̶ Focus groups direction
• ̶ Survey conduction