Kevin Arnold Crasta
Dubai
Overview
12
12
years of professional experience
Work History
Marketing & Business Development Manager
GBC Bakery
02.2024 - Current
- Manage social media platforms and paid ad campaigns (Facebook, Instagram, LinkedIn) for parent company and sister concern – DK Emirates Industries.
- Develop marketing assets (labels, brochures, emails) and manage photo/video shoots through agency coordination.
- Spearheaded the brand identity development for DK Emirates and currently leading a new B2C FMCG brand launch.
- Lead exhibition planning including stand design, team management, marketing communications, and collateral development.
- Manage key accounts, business development, and full-cycle client service for new and existing customers.
- Analyze sales data to guide strategy and collaborate cross-functionally across departments.
Business Development Manager
Paradox Technologies
01.2023 - 01.2024
- Identifying business opportunities to expand client base and drive revenue growth through technological consultation and solutions (Hardware & Software development).
In-store Excellence & Category Development Manager (Gulf Markets)
Mars Wrigley GCC
11.2017 - 07.2022
- Developing & Presenting Customer Strategies through long term Category & Transaction zone plans and short term Trade Marketing plans.
- Analyzing the performance of Confectionary & Petcare Categories to develop category management strategies through Portfolio Assortment & Segmentation, Planograms & Display Theatre for Key Customers across the Gulf region.
- Developing 'Transaction Zone/Checkout' solutions through Relevant Portfolio selection, space management, planograms & checkout designs for Key Customers across Gulf region.
- Developing Customer-based trade marketing strategies and activation across key Channel & Retailer platforms to ensure program objectives are aligned with key internal and customer stakeholders.
- Implementing Best in class Initiatives by Converting ATL Strategies (New launches & activations) in the Saudi Gulf region with BTL Trade Toolkits by working with creative agencies to drive Shopper Interaction through the retailer's path to purchase points.
- Co-packing champion (Jan'20 to Mar'20) - development of profitable and efficient co-packing solutions (ready to sell) for promotional SKUs and its activation across all channels.
- Building Cross Collaborative Relationships with internal (Brand team, Sales & Business development) & external stakeholders (Marketing agencies & Customers) to drive the shopper agenda and build engagement.
- Management of $3M Display and Co-packing budget, running holistic Performance Analysis of shopper marketing campaigns, driving Insights to Actions and identifying Cost Saving opportunities.
- Warehouse management of POSM material to ensure zero wastage.
Customer Development Executive
Mars Wrigley GCC
04.2016 - 11.2017
- Developing Best in Class execution across customers to achieve sales & distribution targets and market share covering Traditional Trade (Groceries) across Sharjah, Ajman & Umm Al Quwain, UAE.
- Supporting 11 Sales Representatives for in store execution, asset placement, journey plan management, van stock to cash management & cash reconciliation.
- Developed Analytical tools to track Sales representative performances through Sales Targets, Non-quality costs & store productivity.
- Developed Analytical tools to measure store performance against KPIs such as 'Perfect Store' execution and Chiller/Freezer productivity.
- Created Sales tracking tools for lower trade channels like Grocery, Convenience & Petrol Stores.
Retail Analyst & Consultant
CATMAN Solutions (contracted to Mars Wrigley GCC)
12.2014 - 03.2016
- Analyzing & Reporting Chocolate Sell out data for Major Customer across UAE & Lower Gulf - EPOS & Nielsen Data.
- Presenting Market performances & Shares to key internal stakeholders to drive Insight into Action.
- Presenting Post Activation Results & channel wise 'Deep Dive' analysis for strategic planning.
- Creation of planograms for main aisle and off shelf displays.
- Part of the team that implemented 1st Confectionary CATMAN in Carrefour, Mall of the Emirates for 'The Chocolate Factory' Project.
Intern
Coca-Cola Beverages
06.2013 - 07.2013
- Part of the team that worked on first-ever Chocolate CATMAN project in Carrefour.
Education
MBA - Marketing & Finance
St Aloysius Institute of Management & Information Technology
05.2014
Bachelors - Finance
St Aloysius College
05.2012
Skills
- FMCG Marketing Expert
- Digital Marketing (Social Media & Paid Ads Management)
- Brand Strategy & Rebranding Initiatives
- Category & Trade Marketing
- Consumer Insights & Sales Data Analysis
- Business Development & Key Account Management
- Project Management
- Cross-functional Collaboration
- Exhibition Planning & Execution
- Stakeholder Management (Agencies & Partners)
- Budget Management
- Customer acquisition
Languages
English – Proficient (C2)
Hindi – Proficient (C2)
Accomplishments
- Development of 'Chocolate Factory & Fun Factory' at Carrefour for Confections Category which received Global recognition in Mars Wrigley.
- Development of 'Pet Park' at Carrefour for Pet-Care Category which won the regional awards in Mars Wrigley.
- Development of 'Chocolate Carnival' in TSC Kuwait which won the 'Make the Difference' global awards.
- Development of Checkout projects in Carrefour for their 'Less than 10 items' and 'Fast Lane' transaction zones.
- Checkout transformations and expansion across key customers like AUH Coop, Union Coop, Shj Coop, Nesto, ADNOC, ENOC, and others across the Gulf.
- Successfully activating key launches and driving seasons like Ramadan, Eid, Christmas & Halloween across Saudi & Gulf.
- Creation of 1st unified daily sales tracking template for the General trade channel.
- Part of the team that worked on first-ever Chocolate CATMAN project in Carrefour.
Timeline
Marketing & Business Development Manager
GBC Bakery
02.2024 - Current
Business Development Manager
Paradox Technologies
01.2023 - 01.2024
In-store Excellence & Category Development Manager (Gulf Markets)
Mars Wrigley GCC
11.2017 - 07.2022
Customer Development Executive
Mars Wrigley GCC
04.2016 - 11.2017
Retail Analyst & Consultant
CATMAN Solutions (contracted to Mars Wrigley GCC)
12.2014 - 03.2016
Intern
Coca-Cola Beverages
06.2013 - 07.2013
Bachelors - Finance
St Aloysius College
MBA - Marketing & Finance
St Aloysius Institute of Management & Information Technology
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