Regional Program Manager
05-2010 - 12-2015 Energía/Materiales/Mecánica ~Driving the retail, prosumer (APR ‘Apple Premium Reseller’ & AAR ‘Apple Authorised Reseller’) and iPhone businesses in creation, expansion and coverage
~Setting up and implementing the new ‘Apple Channel Excellence Program’ (ACEP) for iPhone across the Middle East (12 operating countries)
~Driving 100+ Apple Channel Excellence Programs (ACEP) within 1 year across two countries, spearheading the Middle East to be the first to market within EMEIA
~Rolling out Version 2 (V2) of the APR program to the whole of the Middle East (11 Apple operating countries). Retaining 20 of our 30 APR portfolio and executing the new V2 program and working with new partners to introduce 30 new APRs to the existing APR base within a year
~Deploying the worldwide retail programs (Quality POS) within Apple’s T5 countries within the Middle East (United Arab Emirates, Kingdom of Saudi Arabia, Egypt, Qatar & Kuwait). Executing 40+ retail programs in 6 months within 5 key retailers (Virgin Megastore, Plugins, Emax, eXtra and Jumbo Electronics) across said countries
~Expanding coverage and focus of the additional 6 countries outside of the T5 countries for Apple Middle-East by focusing on product training and customer service and undertaking in-depth analysis to establish the best partners
~Improving the Apple retail experience by working with existing and new partners to improve staff knowledge that leads to a greater customer experience and by executing the Apple demand generation assets through all marketing vehicles
~Management of a $3M+ through-the-line budget across the Middle East
~Setting objectives, planning, executing and measuring scalable marketing programs aligned with brand guidelines, maximising product presence and driving cost efficiencies
~Implementing and monitoring best in class merchandising through retail, Apple Premium Resellers and Apple Channel Excellence programs by controlling the mystery shop/audit processes, maintenance and preventative maintenance and New Product Introductions (NPIs)
~Utilising the 30+ Apple Solution Consultants (ASCs) in quality POS to ensure customer experience excellence through maintenance, preventative maintenance and NPIs
~Providing post-activity evaluation to measure ROI and drive future programs
~Working with internal CEMEIA prosumer and marketing communications (Marcom) teams to ensure all activities align with existing brand and APR guidelines to maximise product presence. A great deal of focus here goes on, not only complying to Apple guidelines but also the restrictions put on us in the Middle East market
~Leverage the use of Apple extranet to ensure smooth program implementation and running (ASW, ASTO, SFO, SAMI, CPM, T&P, ConnectMe and performance tools)