Asmaa Al Tohamy
Ontario,Canada
Summary
Dynamic marketing consultant with over 20 years of experience in the GCC and Canada, specializing in brand strategy, packaging development, and bilingual communication in English and Arabic. Successfully launched over 50 new products annually while building brand identities and localizing packaging for diverse GCC markets. Expertise in driving measurable growth through deep consumer insights, innovative product development, and strategic marketing campaigns that resonate with target audiences. Committed to leveraging a rich background in marketing to deliver impactful results and elevate brand presence.
Overview
31
31
years of professional experience
1
1
Certification
Work History
Marketing Insight Manager (Freelance)
Overseas Market Insight
01.2017 - Current
- Provided consultancy on marketing insights and new product ideas for GCC clients.
- Developed brand architectures, positioning, and guidelines in alignment with regional markets.
- Led packaging development ensuring compliance with GCC regulatory requirements.
- Delivered Arabic translation/localization for packaging, campaigns, and advertising.
Category Marketing Manager – Chocolate & Confectionery
IFFCO Group
01.2010 - 01.2017
- Directed all marketing activities for chocolate brands across multiple regions.
- Reworked brand identity and created brand keys, strengthening positioning.
- Oversaw development and launch of 50+ products annually in confectionery.
- Managed multimillion-dollar marketing budget and media/advertising agencies.
- Conducted consumer research and translated findings into effective campaigns.
Marketing Manager – GCC & Levant
Agthia Group – Al Ain Vegetables
01.2008 - 01.2010
- Revamped company branding from scratch, creating new brand identity and architecture.
- Launched frozen vegetables and tomato paste categories, achieving 5–7% market share in year one.
- Developed pricing strategies and marketing plans, tripling business profitability in UAE.
- Successfully launched brand across GCC & Levant markets with TV commercials and campaigns.
Senior Brand Manager – Nutritional Milk
Fonterra Brands Middle East (New Zealand Milk)
01.2006 - 01.2008
- Led business development for infant formula category in GCC, aligning with global HQ.
- Localized consumer concepts and packaging per GCC cultural/ethical standards.
- Managed market research, medical detailing, and supply chain registration.
Brand Manager – Nutritional Milks (GUMP)
Fonterra Brands Middle East
01.2002 - 01.2006
- Managed Growing Up Milk segment with advertising, promotions, and launches.
- Created children-focused campaigns, doubling market share in two years.
- Launched innovative packaging solutions reducing costs and boosting trial.
Brand Manager – Snacks & Beverages
Tiffany Foods (IFFCO Group)
01.2000 - 01.2002
- Oversaw 50+ brands/products across GCC.
- Launched new beverages and snacks with innovative campaigns, doubling volumes.
- Handled Arabic translation/localization for marketing communications.
Marketing Specialist
Jotun Paints
01.1995 - 01.2000
- Managed product launches and promotions across ME.
- Achieved 35%+ sales increase through regional promotions.
- Developed consumer newsletter and brand communication in Arabic.
Education
MBA - Business Administration
University of Wollongong
Dubai Campus, UAE 09-1999
Postgraduate Certificate - Product & Brand Management
Walden University
USA07.2018
Certificate in Social Media Advertising - Social Media Marketing
- University of Colorado
USA07-2020
Skills
- GCC market analysis
- Packaging Design & Localization
- Arabic–English Translation
- Brand Positioning & New Product Development
- Digital & Social Media Marketing
- Marketing Communications & Campaigns
- Market Research & Consumer Insights
- Financial budget oversight
Languages
English (Fluent)
Arabic (Native / Professional)
Certification
- Google Ads Search Certification (2020)
- Certificate in Social Media Advertising – University of Colorado Boulder (2020)
Timeline
Marketing Insight Manager (Freelance)
Overseas Market Insight
01.2017 - Current
Category Marketing Manager – Chocolate & Confectionery
IFFCO Group
01.2010 - 01.2017
Marketing Manager – GCC & Levant
Agthia Group – Al Ain Vegetables
01.2008 - 01.2010
Senior Brand Manager – Nutritional Milk
Fonterra Brands Middle East (New Zealand Milk)
01.2006 - 01.2008
Brand Manager – Nutritional Milks (GUMP)
Fonterra Brands Middle East
01.2002 - 01.2006
Brand Manager – Snacks & Beverages
Tiffany Foods (IFFCO Group)
01.2000 - 01.2002
Marketing Specialist
Jotun Paints
01.1995 - 01.2000
MBA - Business Administration
University of Wollongong
Postgraduate Certificate - Product & Brand Management
Walden University
Certificate in Social Media Advertising - Social Media Marketing
- University of Colorado