Summary
Overview
Work history
Education
Skills
Languages
Timeline
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Fiza Jabeen

Fiza Jabeen

Dubai,UAE

Summary

Accomplished professional with expertise in trade marketing and activation strategy, adept at managing channels across traditional, modern, and e-commerce platforms. Skilled in annual business planning and trade terms, with a strong focus on data analysis and ROI optimisation. Proven ability to foster cross-functional collaboration and build effective distributor partnerships. Experienced in shopper marketing and visual merchandising, driving successful outcomes through strategic initiatives. Committed to leveraging skills for continued growth in dynamic environments.

Overview

10
10
years of professional experience
2015
2015
years of post-secondary education

Work history

Brand Marketing Manager

COTY Luxury Brands (BestInBrands)
, Bangladesh
01.2024 - 08.2025
  • Spearheading trade & brand marketing strategies for luxury portfolios (Gucci, Burberry, Boss, Chloe, CK, Marc Jacobs, Davidoff, Escada) in Bangladesh, recognized as Economist’s Country of the Year 2024.
  • Successfully navigated emerging market complexities including distributor-led models, pricing sensitivity, and retail landscape fragmentation.
  • Designed and executed channel-specific activations (traditional trade, modern trade, and e-commerce) tailored to local shopper insights.
  • Built customer business plans, aligning with sales targets, trade terms, and promotional strategies to drive growth.
  • Strengthened Coty’s footprint in Bangladesh by delivering flawless in-store execution (planograms, merchandising, launch readiness) and boosting sell-out growth through shopper engagement campaigns.
  • Acted as key liaison between Coty global HQ and local distributors, adapting global strategies into actionable local initiatives for maximum impact.

Brand Marketing & E-Commerce Manager

The Art of Shaving (Procter & Gamble)
, UAE
01.2018 - 01.2023
  • Managed all international markets outside the US including Russia, Middle East, Lebanon, and Asia-Pacific, adapting brand strategy to diverse retail landscapes and consumer behaviors.
  • Executed tailored trade & e-commerce activations to ensure premium brand equity while meeting local commercial realities.
  • Partnered with regional distributors, KAMs, and retailers to deliver successful new product launches, channel promotions, and shopper marketing campaigns.
  • Drove performance marketing and omnichannel strategies, growing traffic and basket size across e-commerce platforms while preserving luxury positioning.
  • Conducted regional sales and shopper data analysis to guide pricing, trade terms, and marketing investments for maximum ROI.
  • Acted as a bridge between US global brand teams and regional markets, ensuring global strategy was effectively translated into local execution.

Visual Merchandising Specialist

COTY Consumer Beauty
, MEA & Turkey
01.2016 - 01.2018
  • Led visual merchandising strategy and execution across the Middle East & Turkey, ensuring brand consistency and premium visibility across diverse markets like Middle East, Africa & Turkey.
  • Owned planogram development, compliance, and optimization, driving superior shopper journeys and maximizing shelf productivity.
  • Coordinated new door openings and wall unit rollouts, ensuring brand standards and shopper-centric design principles were implemented.
  • Managed CAPEX for permanent merchandising units, optimizing investment efficiency and ROI.
  • Worked cross-functionally with global design teams, local distributors, and retailers to guarantee excellence in implementation.
  • Conducted store audits and competitive benchmarking, identifying visibility gaps and recommending improvements to strengthen in-store presence.
  • Built strong collaborative relationships with external stakeholders, ensuring timely and high-quality execution across multiple markets.

Education

Bachelor's Degree - Finance & Marketing

Preston University
Ajman

Skills

  • Trade Marketing & Activation Strategy
  • Channel Management (Traditional, Modern, E-Com)
  • Annual Business Planning & Trade Terms
  • Data Analysis & ROI Optimization
  • Cross-functional Collaboration & Distributor Partnerships
  • Shopper Marketing & Visual Merchandising

Languages

English (Fluent)
Hindi/Urdu (Fluent)
Arabic (Basic)

Timeline

Brand Marketing Manager

COTY Luxury Brands (BestInBrands)
01.2024 - 08.2025

Brand Marketing & E-Commerce Manager

The Art of Shaving (Procter & Gamble)
01.2018 - 01.2023

Visual Merchandising Specialist

COTY Consumer Beauty
01.2016 - 01.2018

Bachelor's Degree - Finance & Marketing

Preston University

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Fiza Jabeen