Ali Alhadidi
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Ali Alhadidi

علي الحديدي

Trade marketing leader driving B2B growth across Henkel, Philips, and P&G-led portfolios in KSA

FMCG · Trade marketing · PC · BI | Jeddah, Makkah Region

Trade Marketing ManagerFMCGBrand activationB2B marketingSell-in
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About

Manager-ready story: scope, impact, and how I work with sales, KAM, and principals.

I align principals, field teams, and customers around profitable sell-out—spanning long- and short-term KBD, modern-trade programs, and operational excellence. I combine structured planning, POSM execution, and data-backed decisions to hit targets in competitive categories. I am targeting Marketing Manager roles where I can own trade strategy, lead cross-functional initiatives, and scale impact across brands and channels.

TODO: Replace [N], [X]%, and similar placeholders with your numbers in experience bullets below.

  • Jeddah, Makkah Region, Saudi Arabia
  • 5+ years in trade marketing, CX, and B2B programs

Experience

FMCG trade marketing and customer experience, from deployment through senior principal-facing roles.

Nov 2023 — Present · Current

Trade Marketing (Philips PC → Henkel) — Sr. Executive track

Tamer Group

1,001–5,000 employees · Holding (est. 1922)

Marketing · Specialist / Sr. Executive

  • Philips PC (2023–2025): drove sell-out and P&L-aware promos in modern trade, aligned with KAM on displays, price ladders, and field execution; Eager to Perform Award, Philips PC (Oct 2024). [TODO: KPIs.]
  • Henkel (from Dec 2025): lead trade alignment for Henkel’s calendar—priorities, activation packs, and sell-out mechanics with sales and KAM. [TODO: first wins / %.]
  • Contribute to group planning, principal reviews, and in-market follow-up to hit targets with sustainable trade design across assigned categories.

Jan 2023 — Nov 2023

Trade Marketing Operations Executive

Abudawood Group

Jeddah, Makkah, Saudi Arabia

1,001–5,000 employees · Wholesale (est. 1934)

Marketing · Manager

  • Led long-term KBD promotions and short-term, non–sales-fixed rebate programs across P&G and other principals on a quarterly cadence.
  • Operated on-invoice and MT sales-target programs, sub-distributor incentives, and KBD validation/settlement in modern trade and retail.
  • Coordinated with sales, supply chain, and customers to keep promo mechanics compliant and settlements accurate [N] key accounts [TODO].

Jan 2022 — Dec 2022

Trade Marketing Deployment Admin

Abudawood Group

1,001–5,000 employees · Wholesale (est. 1934)

  • Planned and executed POSM across HSM (key accounts & retail) for multiple principals, including new material setup and price updates in systems.
  • Managed sample distribution, return approvals, and deployment hygiene that enabled consistent field execution.

Mar 2020 — Dec 2021

Customer Experience Officer

Dr. Samir Bahrawi Health (Saba Clinics)

Jeddah, Makkah, Saudi Arabia

501–1,000 employees · Medical (est. 1983)

Customer Service · Specialist

  • Owned CX improvement projects: facility standards, reception playbooks, and service-time analysis vs. benchmarks across branches.
  • Consolidated reviews and complaints (call center, Google Maps, social) into a master dataset for leadership reviews.
  • Planned seasonal initiatives with Marketing; conducted quarterly market research on services and pricing vs. competitors [TODO: outcomes].

Case studies

Problem → action → result. Add your metrics where marked TODO.

Henkel trade alignment at Tamer

Context. Stepping into a senior trade role for Henkel within a multi-principal holding structure—priorities, calendars, and field execution need tight alignment in Western Region MT.

Action. Align with KAM, sales, and product teams to translate annual and quarterly priorities into a promo calendar, sell-out mechanics, and in-store support that are financially sound and field-ready. Clarify role ownership and escalation for execution gaps.

Result. Strengthening principal trust and in-market consistency [TODO: e.g. share of shelf, OSA, or sell-out % vs. prior quarter]. Ongoing: embed review cadence and post-mortems on key activations.

HenkelTrade planKAM & fieldMT

Philips PC: profitable sell-out in competitive categories

Context. PC categories demand disciplined promo design—balancing displays, price ladders, and account-specific targets without eroding P&L in modern trade in KSA.

Action. Co-built activation plans with KAM, monitored sell-out vs. target, and adjusted mechanics or POSM focus where the funnel broke (distribution, display, or pricing). Used structured communication so branches executed consistently.

Result. Sustained delivery vs. team targets; recognized with the Eager to Perform Award (Oct 2024) [TODO: add numeric uplift or share gain where possible].

Philips PCPromotionsMTSell-out

Abudawood: P&G-led KBD and MT program execution

Context. Wholesale/MT context with complex quarterly KBD, on-invoice, and sub-distribution incentives for P&G and other brands—errors in validation or communication directly hit margin and relationships.

Action. Operated the full trade ops loop: from long-term KBD to short-term mechanics, on-invoice programs, and monthly validation for national accounts. Partnered with sales and supply chain to keep settlements accurate and customers confident.

Result. Reliable program deployment across principals with fewer [TODO: %] disputes/returns on settlements vs. prior period, and clean handoffs between planning and field—placeholder until you add your data.

KBDP&GMT programsValidation

Skills

Strategic, analytical, execution, and leadership—how I add value in trade marketing and toward marketing management.

Strategic

  • Trade marketing strategy
  • KBD & long/short promos
  • Brand activation in MT
  • Key / national accounts
  • B2B marketing

Analytical

  • P&L-aware planning
  • BI & performance tracking
  • Validation & settlement
  • Root-cause for gaps

Execution

  • POSM deployment
  • Field + KAM alignment
  • Supply chain incentives
  • On-invoice mechanics

Leadership

  • Cross-functional leadership
  • Principal alignment
  • Process ownership
  • Coaching & clarity

Certifications

Continued learning in leadership, business, and service quality.

  • Leadership: How to Influence, Inspire and Impact as a Leader

    Udemy · 2021

  • MBA Core Courses with Real Business Case Studies

    Udemy · 2021

  • Public Relations: Speak Effectively at Press Conferences

    Udemy · 2021

  • TOT (Train the Trainer)

    Udemy · 2021

  • Write Better Emails

    Udemy · 2021

  • Learning and Development Methods

    Udemy · 2021

  • Project Management and Institutional Development

    International Center for Vocational Training and Qualification · 2021

  • Advanced Diploma in Business Admin

    International Center for Vocational Training and Qualification · 2021

  • Feeling for Professionals

    Service Quality Institute · 2020

  • Speed in Providing Quality Service

    Service Quality Institute · 2020

Education

Academic foundation supporting trade strategy and people leadership.

Honors & awards

Recognition for delivery and partnership within principal teams.

  • Eager To Perform Award

    Philips PC · Oct 2024

  • Excellence Award

    Tamer Group

  • Success Partner Award

    Tamer Arabia

Languages

Working across KSA, GCC, and global principals.

  • ArabicNative or bilingual
  • EnglishProfessional working

Contact

Open to Marketing Manager and senior trade marketing conversations in FMCG across KSA / GCC.

Connect on LinkedIn

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