Hachim Essaifi
TORONTO
Summary
Senior Marketing Professional with extensive experience in FMCG across the Middle East, Africa, and North America. Demonstrated expertise in end-to-end marketing processes, including upstream innovation and downstream execution. Notable achievements in beauty care, alongside diverse marketing strategies for food and beverage as well as automotive sectors. Committed to driving brand growth and enhancing market presence through innovative campaigns and strategic insights.
Overview
16
16
years of professional experience
Work History
Senior Marketing Consultant
NovaStrata Consulting
Toronto
06.2024 - Current
- As a senior consultant for a U.S. dealership network, I was responsible for developing a winning end-to-end customer experience online and offline, to accelerate revenue through sales and service for Ford Wapakoneta dealerships in Ohio, U.S.
- Focused on elevating brand equity for both FORD as a brand and transforming the dealership experience into real community centers, where consumers get the best car-buying experience.
- Led the optimization of systems and streamlined the customer interface.
- Defined and implemented sustainable growth strategies based on strong and lasting customer relationships.
- Advised clients on brand positioning and messaging to differentiate from competitors, and developed marketing campaigns that deliver on that.
Senior Marketing Manager - Dairy Products
Nestlé
Dubai
10.2023 - 04.2024
- Led the strategic brand-building transformation of NIDO into a ONE brand journey, asserting expertise in children’s nutrition from toddlerhood to school age.
- Developed and qualified the first product innovation for the brand in eight years to drive value in a highly commoditized category, via flavored powdered milk linked to growth and cognition.
- Ensured strategy implementation and brand-building coherence across the region.
- Revamped Nestlé’s Sweetened Condensed Milk architecture and innovation master plan.
Senior Marketing Manager - Heinz
The Kraft Heinz Company
Dubai
11.2021 - 06.2023
- Championed consumer-led innovation and revamped the brand-building approach at Heinz.
- Led a 5-year strategic plan with clear choices on where to play and how to win to sustain growth.
- Devised winning strategies for core categories, resulting in a simpler, more shopper-friendly ketchup lineup, and a multi-tiered mayonnaise strategy to outclass the competition.
- Created strong, award-winning campaigns that are iconic and locally relevant.
- Led strategic interventions to increase margins and make the region more investable.
- Led a marketing team of 7 and grew organization via continuous development and coaching
Co-founder and Managing Director
KWART
Casablanca
09.2020 - 10.2021
- Launched startup to reinvent children’s offline entertainment
- Created 'Super Animal League' as the first IP.
- Laid the foundation for creating adjacent IPs, like children’s books and songs.
Head & Shoulders Brand Director
Procter & Gamble NA
Cincinnati
04.2019 - 08.2020
- Drove P&L for the brand in North America, growing sales by 11%, and value share by 4%.
- Launched selective premium innovation, introducing a superior scalp line for women, as well as anti-dandruff styling aids for men, while keeping the focus on the Core to ensure growth
- Established custom demand creation programs for Walmart, Costco, and the drug channel.
Global Beauty Care Innovation Leader
Procter & Gamble
Cincinnati
10.2016 - 03.2019
- Led P&G's first startup-like innovation efforts in Beauty Care, exploring new consumer problems, developing a funnel of solutions, crafting MVPs, and proving business models.
- Engaged the CEO and C-suite directly on progress and funding in the hair loss opportunity area.
- Created 'Keep It Anchored,' a new hair loss prevention brand after extensive testing.
- Created a new, purpose-driven brand, 'Waterless,' with an origin story to validate the proposition before scaling up.
Senior Brand Manager - Head & Shoulders
Procter & Gamble
Dubai
07.2013 - 09.2016
- Developed four multi-stream innovation master plans (India, Arab World, Africa, Pakistan).
- Successfully defended the #1 position against fierce competition and grew sales by 4% CAGR.
- Crafted highly insightful campaigns, both with and without celebrities, across IMEA.
Assistant Brand Manager - Hair Care
Procter & Gamble
Dubai
10.2008 - 06.2013
- Developed and deployed commercial and product innovations on multiple brands in MENA.
Education
Master’s degree - Civil Engineering
École Spéciale des Travaux Publics, (ESTP)
Paris, FranceSkills
- Strategy development
- Brand building
- Disruptive innovation
- Transformative leadership
- Consumer insights and segmentation
- Effective communication strategies
- Value proposition design
- Creative problem solving
Languages
- English
- French
- Arabic
Affiliations
- Children's Book Author "Hippos VS. Rhinos: Race To The Finish Line"
- Artist and Poet "Wisdom Trend on Apple Music and Spotify"
- Sports Marketing Enthusiast (Worked with Patrick Mahomes, Troy Polanalu, Shahid Afridi)
- Cambridge Certificate in English Language Teaching (CELTA)
Timeline
Senior Marketing Consultant
NovaStrata Consulting
06.2024 - Current
Senior Marketing Manager - Dairy Products
Nestlé
10.2023 - 04.2024
Senior Marketing Manager - Heinz
The Kraft Heinz Company
11.2021 - 06.2023
Co-founder and Managing Director
KWART
09.2020 - 10.2021
Head & Shoulders Brand Director
Procter & Gamble NA
04.2019 - 08.2020
Global Beauty Care Innovation Leader
Procter & Gamble
10.2016 - 03.2019
Senior Brand Manager - Head & Shoulders
Procter & Gamble
07.2013 - 09.2016
Assistant Brand Manager - Hair Care
Procter & Gamble
10.2008 - 06.2013
Master’s degree - Civil Engineering
École Spéciale des Travaux Publics, (ESTP)
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