About Ali
you can reach out to me directly at my gmail:
ali.alshammasi89
Marketing and brand management professional with 10 years of experience building and growing consumer brands in competitive market. My expertise lies in developing brand strategies that translate consumer insights into impactful marketing initiatives, product innovation, and measurable commercial growth.
I bring extensive experience across the full marketing ecosystem, including brand strategy, portfolio management, product launches, integrated campaigns, consumer insights, and go-to-market execution. I specialize in turning market and behavioral data into actionable strategies that strengthen brand equity, expand market share, and deliver sustainable business performance.
Throughout my career, I have worked on high-visibility brands and collaborating cross-functionally with sales, finance, operations, and external agencies to deliver end-to-end brand initiatives—from strategic planning to execution across digital, retail, and experiential channels.
My approach combines strategic thinking, strong commercial understanding, and hands-on execution, with a focus on building brands that create meaningful consumer connections and long-term value
English
Native or bilingual
Arabic
Native or bilingual
Remote only
Primarily works remotely
Experience
- BADAEL COMPANY (A PIF COMPANY)Senior Brand ManagerJune 2023 - June 2026 (3 years)➢ Managing "DZRT" brand, nicotine pouch in tobacco alternatives category.• Market Entry & Brand Architecture: Orchestrated the end-to-end commercial debut of the brand, defining the strategic pillars, value proposition, and visual identity to secure a dominant market position from inception.• Strategic Planning & AOP Leadership: Architect the Annual Operating Plan (AOP), translating long-term business goals into actionable volume and equity targets while ensuring 360-degree alignment of all marketing workstreams.• Data-Driven Portfolio Optimization: Spearhead brand health diagnostic & category white-space analysis; leveraged consumer insights to steer the innovation pipeline & successfully diversify the portfolio with high-demand SKUs.• High-Impact Equity & Sponsorship Strategy: Secured major sponsorship partnerships that strengthened cultural relevance and accelerated brand awareness.• Travel Retail & Omni-Channel Presence: Directed the conceptual design and content strategy for premium branded environments within the Travel Retail and Duty-Free channels, establishing a high-visibility international footprint.• Experiential Conversion & Trial: Lead complex consumer activation programs and sensory marketing initiatives, utilizing strategic sampling and direct engagement to bridge the gap between awareness and active trial.• Cross-Functional Governance (Stage-Gate): Managed the full product lifecycle through the Stage-Gate process, aligning R&D, Supply Chain, and Commercial teams to ensure smooth go-to-market execution.• Commercial P&L Stewardship: Built P&L models for new product streams in partnership with Finance, optimizing marketing investments through budget control and demand forecasting.• Creative & Digital Integration: Directed the development of brand assets and digital platforms to deliver a consistent consumer journey across web, CRM, and performance media.
- DANONEBrand ManagerMarch 2022 - March 2023 (1 year)➢ Managing the portfolio core brands; fresh milk, laban, yogurt & Juice.• Strategic Portfolio Stewardship & AOP: participated in building the Annual Operating Plan (AOP), defining the long-term roadmap and aligning volume targets with 360-degree marketing execution to defend and grow market share.• Trend-Led Innovation & Product Development: Used consumer insights and market trends to identify growth opportunities and launch value-added products targeting emerging wellness segments.• Brand Architecture & Framework Optimization: Ensuring consistent brand house identity and value propositions across all touchpoints, while leading periodic strategic reviews to maintain market relevance.• Data-Driven Competitive Strategy: Conducted rigorous price elasticity studies & competitor benchmarking to optimize pricing structures; utilized quality-focused research to ensure product integrity & consumer satisfaction.• Category Diversification & Occasion Mapping: Scaled the brand portfolio by identifying whitespace opportunities for new formats and sizes, strategically catering to evolving household consumption habits and new usage occasions.• Strategic Alliances & Co-Promotions: Negotiated and executed high-impact co-promotional partnerships with leading global brands to drive cross-category conversion and increase basket size at retail.• Influencer Collaboration & Content Strategy: Formulated brand-integration strategies with professional culinary experts and influencers, producing high-engagement content to showcase product versatility and expand usage occasions.• Omni-Channel Visibility & Activation: Spearheaded large-scale trade marketing initiatives and high-frequency sampling programs across modern trade channels, ensuring best-in-class shelf visibility and direct consumer conversion.
- Johnson & JohnsonBrand ManagerPHARMACEUTICALS INDUSTRYJanuary 2021 - March 2022 (1 year and 2 months)➢ Managing Balversa (Erdafitinib), precision medicine indicated for treating locally advanced blader cancer. (2nd line of treatment for susceptible FGFR3 or FGFR2 genetic alteration patients).• Clinical Forecasting & AOP Modeling: Built the Annual Operating Plan (AOP) using epidemiological and clinical data to forecast patient flow, brand adoption, and commercial performance.• Market Entry & Launch Orchestration: Led the KSA market debut for a specialized FDA-approved therapy, transforming global clinical data into a localized commercial strategy and high-impact medical education platforms.• Omnichannel Brand Activation: Conceptualized and executed 360-degree internal and external launch campaigns, developing comprehensive scientific assets and educational materials to drive clinical brand literacy.• Diagnostic Infrastructure & Access: Spearheaded the establishment of international genetic testing protocols and diagnostic pathways to ensure patient eligibility and seamless access to precision treatment.• Scientific Advocacy & KOL Engagement: Programmed elite-level medical symposiums and launch events, leveraging Key Opinion Leaders (KOLs) to build clinical credibility and brand advocacy within the specialist community.• Field Force Enablement: Partnered with medical sales teams to deploy evidence-based marketing tools and communication frameworks, ensuring consistent scientific engagement with healthcare stakeholders.
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Education
- Master of Business AdministrationFlorida International University2019Master of Business Administration
- Certificate: Leading Digital Marketing StrategyINSEAD Business School2017Certificate: Leading Digital Marketing Strategy