Summary
Overview
Work History
Education
Skills
Timeline
Generic

Ilham Aleem Siddiqui

Regional Brand Manager
Dubai

Summary

Dynamic and results-oriented Marketing Leader with over 10 years of experience in brand management, category marketing, and digital media within the FMCG industry. Proven track record of translating strategic vision into high-impact campaigns, driving product innovation, and managing end-to-end brand initiatives across omnichannel platforms. Recognized for building strong cross-functional partnerships, delivering consistent KPI performance, and leading projects from concept to execution. Collaborative and detail-oriented, with a passion for data-driven storytelling and customer-centric strategy.

Overview

10
10
years of professional experience
9
9
years of post-secondary education
2
2
Languages

Work History

Regional Brand Manager

BRF
05.2023 - Current
  • Led full-cycle campaign development for seasonal and product launch initiatives (e.g., Ramadan, Back to School), integrating consumer insights, competitive intelligence, and digital analytics to deliver high-impact omnichannel experiences and consistently outperform KPIs.
  • Proposed and executed commercial growth initiatives—including Perfect Store and Category Management programs—enhancing operational efficiency and driving measurable business uplift.
  • Co-developed the annual brand and communication strategy in partnership with senior leadership and agency partners, ensuring cohesive planning and timely activation of high-performing marketing campaigns.
  • Built and executed a platform development roadmap grounded in portfolio architecture, enabling a robust always-on marketing strategy. Activated influencers, social media, brand collabs, e-commerce, and experiential channels to maximize reach and ROI.
  • Delivered a regional e-commerce strategy informed by detailed market and competitor analysis, boosting digital conversion, purchase frequency, and audience engagement across key consumer segments.
  • Led innovation and relaunch pipelines from concept to commercialization—aligning consumer insights, packaging design, research, and go-to-market strategy to accelerate brand growth.

Regional Category Manager

Arla Foods
08.2021 - 04.2023
  • Spearheaded high-impact shopper and digital marketing campaigns for flagship brands including Lurpak, Arla, Dano, and Baby & Me, collaborating with creative, media, and shopper agencies to deliver resonant cross-channel communications.
  • Partnered with CCSM and local market teams to continuously assess brand and customer plans; proactively recommended data-driven adjustments to optimize performance and meet strategic KPIs.
  • Led end-to-end development of new product concepts (e.g., Yoghurts, Flavored Milks, Porridge, Laban), including concept viability, marketing mix strategy, and communications toolkit—ensuring alignment with regulatory and nutritional standards.
  • Directed cross-functional product optimization initiatives: achieved operational efficiency through cost-saving formulation updates, packaging upgrades, and sourcing improvements.
  • Supported long-term business strategy through innovation pipeline management, annual business planning, and 5-year strategic roadmapping.
  • Managed key brand-building projects, from defining brand guidelines and launching brand websites to safeguarding on-pack visual identity across product lines.

Digital Marketing Specialist

Arla Foods
10.2016 - 08.2021
  • Collaborated cross-functionally with brand teams, strategic partners, and agencies to develop the optimal media mix and comprehensive communication toolkits aligned with marketing goals.
  • Activated full marketing calendars across multiple brands including Puck, Arla, Baby & Me, Dano, TTC, Kraft, Lurpak, and Starbucks, driving timely execution and KPI achievement across campaigns.
  • Managed end-to-end digital marketing campaigns across brands: led development of briefs, media plans, editorial calendars, and web assets; ensured smooth stakeholder alignment and timely rollout.
  • Monitored and analyzed campaign performance, generating actionable insights to optimize ongoing plans and inform future strategies, while promoting cross-functional knowledge sharing.
  • Developed and implemented SEO/SEM strategies that successfully increased website traffic and boosted conversion rates across branded digital platforms.

Assistant Manager Marketing & Social Media

Liberty Books
06.2015 - 08.2016
  • Planned, developed, and executed integrated marketing campaigns across social media, e-commerce, and in-store platforms—leveraging influencer partnerships, email marketing, content marketing, and publisher collaborations to amplify reach and engagement.
  • Partnered with a third-party creative agency on the development of a customer loyalty app, driving strategic ideation and optimization to enhance app performance, boost customer retention, and grow the loyalty base.

Project Resource

Reckitt Benckiser
01.2015 - 06.2015
  • Conducted an in-depth analysis on the best class industry engagement & talent development practices and studied various organizational structures to help HRBP identify key improvement areas within HR function.
  • Developed a frame work of strategic roadmap to create a higher performing workforce and to align HR strategy with business strategy which was reviewed by senior management and led to successful execution of the strategies.

Education

BBA - Marketing & Sales

Institute of Business Administration
09.2011 - 05.2015

A-Levels -

Beaconhouse School System
08.2008 - 08.2010

O-Levels -

Beaconhouse School System
08.2005 - 08.2008

Skills

  • Strategy Development
  • Analytical
  • Financial Acumen and Budget Management
  • Agility and Adaptability
  • Innovation & Growth Mindset
  • Stakeholder Management

Timeline

Regional Brand Manager

BRF
05.2023 - Current

Regional Category Manager

Arla Foods
08.2021 - 04.2023

Digital Marketing Specialist

Arla Foods
10.2016 - 08.2021

Assistant Manager Marketing & Social Media

Liberty Books
06.2015 - 08.2016

Project Resource

Reckitt Benckiser
01.2015 - 06.2015

BBA - Marketing & Sales

Institute of Business Administration
09.2011 - 05.2015

A-Levels -

Beaconhouse School System
08.2008 - 08.2010

O-Levels -

Beaconhouse School System
08.2005 - 08.2008
Ilham Aleem SiddiquiRegional Brand Manager