Suhaila El-Khateeb

It’s a Coke! 🥤 Coca-Cola Middle East and VML turn emojis into real-world tasty offers, playfully claiming the ‘soda’ emoji - white cup with red stripe and red straw - as its own. On a gamified microsite (CokeURL.com/Emoji) – available in Saudi Arabia – consumers are invited to create endless ‘emoji sodi’ meal combinations to unlock hundreds of exclusive vouchers including a limited edition, real life ‘Emoji Coke’ cup. Launched in collaboration with WPP’s Open X and Studio X, ‘Emoji Coke’ is the brand's latest move to shake up engagement with Gen Z consumers, speaking their language and answering the long-awaited question: What's in the cup? More here: https://bit.ly/3B6lDKH #WPPOpenX #StudioX #ItsACoke #VMLCommerce #VML The Coca-Cola Company

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And it’s a wrap! A great week of inspiration, learning, energy, and connections at Cannes Lions International Festival of Creativity alongside my amazing PepsiCo colleagues and some of the most brilliant minds in the creative industry. From multiple thought-provoking panels, to small talks, to walking through the basement of the Palais exploring the amazing shortlisted and awarded work, I leave with some key highlights: - Human Centricity and empathy are always the starting point. As brand builders, we have the collective responsibility to unpack true human insights and leverage our iconic brands to offer solutions through meaningful and relevant experiences. - Creativity is a true multiplier of growth and impact on people, business, and the planet. - Simplicity triumphs. The best ideas are the simplest ones, creatively brought to life. - Consistency pays off. If the idea is routed in a human truth and your brand solves a human problem, don’t get bored of it, elevate it. I also truly enjoyed my panel discussion hosted by Kantar’s Manaswita Singh and Mohamed Nabil Hayek alongside Rayan Karaky and Abdulaziz Elyas discussing the art and science of creative effectiveness in Saudi Arabia. I shared my thoughts on the Kingdom’s transformation that builds bridges between a rich past and a bright future, and the importance of un-learning a lot of the stereotypes to build emotional connections. Let’s continue raising the bar on creativity and touching more hearts and minds along the way! #Canneslions2024 #PepsiCoproud

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CONTENT 12 Incentive structure in FMCG Let’s explore the FMCG sales incentive structure designed to motivate our sales team effectively. A well-implemented plan boosts productivity and enhances employee satisfaction. However, without a clear strategy, incentives can backfire. In the Gulf region, field force incentives play a pivotal role in revenue generation across five sales categories: 1) Modern Trade (MT) representatives, 2) General Trade (GT) and wholesale reps, 3) pharmacy salespeople, 4) van sales representatives, and 5) food service personnel. Each category requires tailored incentive strategies. Types of Incentives 1)Commission or Variable Incentives -Sales teams earn a percentage of sales, linking performance with income. This model can create disparities, especially as targets vary greatly between roles. 2.)Yearly Performance Bonuses-Bonuses for exceeding targets can motivate, but waiting for assessments might diminish motivation, especially if overall company performance falters.( not to be confused by COs annual bonus) 3)Fixed Value Incentives Linked to KPIs This model, while not necessarily the best, appears reasonable and benefits all stakeholders when set up correctly with SMART (Specific, Measurable, Achievable, Relevant, Time-bound) or SMAC (Specific, Measurable, Attainable, Challenging) objectives. I have experienced a 95% success rate with this approach, and I would be happy to discuss the setup in further detail if anyone is interested. Non-cash incentives, such as recognition awards, are also effective motivators. In summary, a dynamic incentive structure that acknowledges the diverse roles within FMCG sales fosters motivation and excellence.

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"The market is going to create a perception of you with or without your influence." This serves as a powerful reminder of the importance of defining your brand and product positioning. It's essential to master both the big picture and the finer details—using a 'zoom out, zoom in' approach to navigate the landscape effectively.

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High impact marketing strategies start with an insight 💡 Listen more to consumers..  Identify trends and patterns..  Foster feedback loops from your team.. #marketing #branding

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Just had a really motivating mentoring session with Fabio Martini where we discussed my next steps in my career in Digital Marketing. It was a great chat that provided me with valuable insights but also helped me gain clarity on the necessary actions I need to take to succeed in this field. If you feel like you need to review your CV and prepare for your next interview, if you are looking for a career change or if you just need more motivation or clarity in your current career path, these 20 minutes sessions are meant for you! You can book your FREE slot here below 👇 https://lnkd.in/dSV5V88U #career #mentoring

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Positioning is the nexus between utility and value. To command more, brands need to be meaningfully differentiated.

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Is Your FMCG Brand Really Listening? The Power of Consumer Feedback 🎧✨ In a world where consumer opinions shift as fast as trends, the brands that thrive are the ones that listen. But here’s the question: is gathering feedback enough, or are we missing the mark if we don’t act on it? In the GCC, where 70% of consumers say they’re loyal to brands that value their input, responding to real-time feedback is more critical than ever. Imagine using every review, social mention, and survey response as fuel to adapt, improve, and surprise your customers. How can FMCG brands turn feedback into a two-way conversation that drives real change? Let’s discuss. #FMCG #ConsumerFeedback #BrandLoyalty #GCCTrends #CustomerEngagement #ListenAndAct #BrandConversations #IMC #MarketingStrategy #ConsumerBehavior #Chalhoub #Alshayagroup #Landmark #Alfuttaim #Apparel #GMG #Loreal #Altayer

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SIMILARITY IN #BRANDING: As humans we can’t escape on thinking about unknown brands/persons based on our previous experiences. That’s why spending time on creating a clear brand identity becomes key in nowadays “noisy” world..

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Reflecting on my journey, I’m reminded of how much growth comes from embracing change and staying adaptable. Marketing is not just about campaigns; it’s about connecting with people, understanding their needs, and delivering value. Check out my conversation with Campaign India here: https://lnkd.in/eENFKrb6 #pladis #leadership #marketing #collaboration #strategicpartnerships #marketingleadership #marketingstrategy #campaignindia

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Agreed, and this is what differentiates leaders, sustainabile-successful business, & valuable brands. They don’t act based on ego, they act with facts, and fully understanding emotional intelligence for the full internal/external team & consumers. Valuable insights & sharing as usual, Abu Omar. Bader Hamed Alaujan

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Bridging Perspectives: A Journey in Consumer Engagement Across Regions 🌍 Over the years, I’ve had the privilege to work with the Coca-Cola Company, experiencing digital marketing, social strategy, social listening, and consumer care from both the agency and company sides. From leading social media and consumer care efforts in Turkey to expanding my focus to the Eurasia & Middle East (EME) region, and now leading the Central Eastern European social & care teams on the agency side, I’ve gained invaluable insights. 🎇 Working from different perspectives has taught me how critical consumer engagement is. On the agency side, you focus on strategy and execution, while on the company side, you dive deeper into the consumer experience and brand loyalty. Each region brings its own challenges—requiring a localized approach to connect authentically with consumers while maintaining global consistency. ⛓ What I find most rewarding is the impact of consumer care and engagement regardless of the markets I work with. From addressing feedback to sparking meaningful conversations, every interaction strengthens the brand-consumer relationship. Seeing how strategies adapt across regions and how consumers feel heard and valued is incredibly fulfilling. 👯 I’d love to hear from others who’ve had similar experiences. How has your work across regions or in different roles shaped your approach to consumer engagement? Let’s share our stories! #ConsumerEngagement #BrandStrategy #DigitalMarketing #SocialListening #GlobalMarketing #MarketingJourney #AgencyToBrand #MarketingInsights

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Calling all C-suite executives in FMCG and consumer goods: If your products are on MAF Carrefour shelves, this is your opportunity to gain a competitive edge. On September 26th join us to explore: - Next-gen gamification in retail media - Measurable impact on brand visibility and sales - Strategic applications for your business We're teaming up with MAF Retail Media Team to unveil our latest gamification solution! Our collaboration with MAF Carrefour Retail Media has been driving innovation in how brands connect with consumers. Now, we're taking it to the next level with a tool that makes engagement fun and measurable. We'll show you how to leverage our platform to boost your visibility and sales within the MAF Carrefour ecosystem. Want to be part of this event? Drop a "Yes" in the comments or send me a DM to request an invite. #RetailMedia #MAFCarrefour #Gamification

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I'm happy to share that I've obtained a new certification: Business KPI Maestros from JTI Key Performance Indicators (KPIs) are critical metrics that help businesses track their progress toward objectives and measure overall success. KPIs provide a clear measure of how well the business is achieving its strategic goals. Whether it's increasing revenue, improving customer satisfaction, or reducing costs, KPIs track performance over time and highlight areas where the business is on track or needs improvement.

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Just finished the course “Integrated Marketing Communications Strategies” by Dina Shapiro!  #integratedmarketingcommunicationsplanning.

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Amplifying طبق طبقوا  vs. طبق طبقنا #campaign from #digital to #on-ground activation, as what is more effective than giving your target #consumers a real product experience in an enjoyable way? We know that #consumers are subjected to thousands of #brand messages and activations daily, so presenting consumers with an appealing and distinct experience can create a long-lasting brand attachment in their minds. Therefore, we have chosen the malls/clubs with the highest traffic of families, designed a very catchy booth, and created a welcoming environment for our consumers to try out #Oxi DWL while they are playing. And definitely, we have rewarded the winners with very valuable gifts and distributed free samples to all participants. Through this #interactive and engaging product experience activation, we managed to push #product trials, build an emotional bond, reach a wider audience, and increase the #brand's visibility. #digitalcampaigns #ongroundactivation #menvs.women #DWL #OxiDWL

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Attending Beautyworld Middle East has been an absolute highlight! It’s inspiring to see how Euromonitor International’s insights spark conversations across the beauty industry. Amna Abbas delivered a powerful presentation, exploring how beauty consumers today are evolving—they’re not just looking for products, but for experiences that align with their values and personal journeys. Amna’s session explored how beauty has transformed into a powerful expression of self-identity and culture. Today’s consumers are embracing natural beauty as a way to celebrate who they are, seeing it as a reflection of their authentic selves. From skincare to cosmetics, people are seeking brands that resonate with their individuality and enhance their confidence. Don’t miss out on this opportunity to understand what’s shaping consumer preferences in the region. Check out the full presentation from Euromonitor International here! https://lnkd.in/dic_nvq2 #EuromonitorInternational #BeautyWorldME #BeautyTrends #ConsumerInsights

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