Amin El Rafei
Global Senior Brand Manager - Finish
Dubai
Overview
8
8
years of professional experience
3
3
years of post-secondary education
2
2
Languages
Work History
Global Senior Brand Manager - Finish
Reckitt
Dubai
08.2023 - Current
- Deployed global penetration improvement plan across ASEAN, AME & LATAM driving HH penetration of dishwashers in 3 key regions.
- Drove the end-to-end innovation development of a new tier, managing the process from ideation to readiness for 2026 launch.
- Led sizing/pricing optimization initiatives, collaborating with local teams to ensure alignment with specific market dynamics & global strategy.
- Built strong relationships with white goods partners to drive cohesive execution of global objectives, ensuring consistency across markets.
Brand Manager - Durex
Reckitt
06.2021 - 07.2023
- Launched Tasjeelat Durex, an Effie MENA 2023 award-winning campaign, effectively integrating a culturally sensitive brand into Middle Eastern lifestyles while pioneering digital advertising in the region. The campaign exceeded KPIs, reaching 14M consumers and achieving over 40M views.
- Developed and executed a premiumization strategy, optimizing sizing, pricing, planograms, and portfolio to drive growth, resulting in a +395 bps market share increase within the Top Tier range (FY ’22 vs. FY ’21).
- Introduced checkout capabilities in Pharma (KSA) and Modern Trade (UAE) for the first time, driving impulse purchases and achieving a +16% sell-out gain in FY 2022.
- Enhanced brand engagement through an Always-On Moments Marketing Campaign, growing online followers by +280% to 42K.
Assistant Brand Manager - Dettol
Reckitt
03.2020 - 05.2021
- Launched Dettol Cool Innovation, enhancing germ-kill relevance for body care through a seasonal summer campaign. Achieved strong ATL results, including the #1 TikTok campaign in the UAE, generating 16K user-generated content pieces, alongside impactful BTL trade activations.
- Led the Dettol Multi-Purpose Cleaner Share Fight Plan by optimizing sizing, pricing, and promotional flyer strategies.
Assistant Brand Manager - Pif Paf
Reckitt
11.2018 - 02.2020
Management Trainee - Harpic & Vanish
Reckitt
10.2017 - 10.2018
Marketing Intern
Reckitt
03.2017 - 09.2017
Education
Bachelor of Arts - International Business
Richmond The American University
London, UK 06.2012 - 06.2015
Timeline
Global Senior Brand Manager - Finish
Reckitt
08.2023 - Current
Brand Manager - Durex
Reckitt
06.2021 - 07.2023
Assistant Brand Manager - Dettol
Reckitt
03.2020 - 05.2021
Assistant Brand Manager - Pif Paf
Reckitt
11.2018 - 02.2020
Management Trainee - Harpic & Vanish
Reckitt
10.2017 - 10.2018
Marketing Intern
Reckitt
03.2017 - 09.2017
Bachelor of Arts - International Business
Richmond The American University
06.2012 - 06.2015
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