RAFIK DJENADI Executive Marketing Director

Address: Lot 19 Mai 1956, n38, 16081, Baba Hassen, Algiers, Algeria Mobile: +213 551 94 93 26, Email: rafik.djenadi@gmail.com, Skype: rd_officiel, Online Resume: www.rafik-djenadi.com

34 years old, married with a child PROFILE A dynamic manager who leads and delivers rapid strategic business development. Has successfully trans-ferred blue chip Marketing experience across companies in B2B and B2C markets, in start-up, turnaround, and growth environments.

LEADERSHIP, FLEXIBILITY AND TEAM MANAGEMENT: High-energy leader, motivator and team player who drives demanding change agendas. Delivers results by bringing clear thinking and generating action. Managed and developed teams.

STRATEGY AND MARKETING EXPERTISE: Creates the strategic vision and with a maximum of flexibility adjust this to make it fit the business realities, then, balances this against short-term requirements.

COSTUMER, COMPETITORS AND PERFORMANCE FOCUS: Listens to costumers and company needs, look out to competitors moves, then, by working across functions, delivers results that meet or exceed expecta-tions. Highly intuitive people skills enabling the maximisation of individual performance.

DIGITAL EXPERTISE: Marketing has changed and costumers too ! The social and Inbound marketing are key for business growth. The traditional marketing playbook must integrate the new marketing tactics (SEO, So-cial Media, Blogging, Email Marketing, Lead Nurturing, Social CRM, )

PROFESSIONAL STATUS AND JOB PERSPECTIVE Marketing Consultant Open To Opportunities In Marketing And General Management.

CAREER DEVELOPMENT MARKETING CONSULTANT JUNE 2012 - DATE

Specialises in delivering business results and change by solving problems and implementing solutions fast. Works with Boards, Teams, and Individuals. Clients include B2B and B2C companies. The added value is through providing market-led strategy around who they are targeting and what their go-to-market prop-osition needs to look like to successfully compete without wasting time and money. NCA ROUIBA SPA 2008 - 2012 Rouiba is an Algerian company founded in 1964. Its one of the major producers of fruit-based beverages. Executive Marketing Director 2008 - 2012

The first mission assigned by the board was to strengthen the value of Rouiba brand, with the objective of increasing sales and brand awareness and therefore developing profitable business. The second mission is to be on the look out for market trends, competitors movements and anticipate the consumer requirements by creating innovative products. Responsible for Marketing and Business Strategies; 55m turnover; a market-ing budget of 2,5m , and 5 staff. Direct report to board for strategic projects.

Achievements: 1260 DAYS THAT TRANSFORMED NCA ROUIBA SPA

Turnover increased from 19m to 55m EBITDA increased by 450 bps Volume Market Share increased by 500 bps Value Market Share increased by 600 bps Numerical distribution increased by 700 bps TOM increased by 500 bps Consumer Preference 70%, Consumer Trust 80%, and 70% of Algerian people Perceived the Brand more Innovative and more Contemporary. Achieved successfully the implementation of a Digital Marketing Roadmap and an Interactive Strategy (web site development and contain management, SEO/SEM, Social Media, E-Pub, Emailing). Re-focussed the company business strategy on marketing and R&D, becoming the First in industry to achieve a Product Sensorial Positioning. Led a cross-functional cost saving project in order to maintain 2012 company Gross Profit Margin and make it fit the business objectives (2m saved). E&E RESEARCH 2007 - 2008

A market research company. E&E is specialized in providing consumer insight, brand positioning, and ad-vertising strategies advices for B2B companies. Associated Research Director 2007 - 2008 Responsible for the business development, technical skills and team management.

Achievements:

From a 0 start, E&E becomes a reference. Clients include: DANONE, P&G, Kraft, LU, Bel, Henkel, Bledina, Cevital, Research International, SAM France.

Implementing successfully new market research tools and adjusts the existent ones to the Algerian field issues.

Recruitment and development of young marketing team (18 staff).

DANONE ALGERIA 2002 - 2007 Progression from Junior Brand Manager to Brand Marketing Manager.

Brand Marketing Manager and MRCI Manager 2005 - 2007

On one hand, led a cross-functional strategic review and a wide competitive review, witch delivered blue ship marketing strategy for desserts and drinks against clarified business unit objectives; a turnover of 25m , a marketing budget of 1,5m , and 4 staff. Direct report to M.D.

On the other hand, responsible for market research and consumer intelligence, a marketing budget of 0,5m, and 2 staff. Direct report to the Group MRCI Acceleration Unit.

Achievements:

Desserts turnover increased by 900 bps in front of a wild competition, by introducing a most relevant positioning, a new pack, a new formula and a strong 360 marketing program.

Drinks turnover increased by 1200 bps, by introducing a new brand promise, new pack, new formula and a huge testimonial program.

Savings of over 11% of marketing budget. Implementing successfully a market research and consumer intelligence unit. Senior Brand Manager 2003 - 2005 Responsible for the launch of Activia brand in Algeria and delivering growth for Core range; a turnover of 20m , a marketing budget of 1,2m , and 3 staff. Direct report to M.D. Achievements:

Activia turnover was upper to projections by 3500 bps due to a roll out of an international Brand Strate-gy adapted to the local insight and a 360 marketing program.

Core range turnover increased by 1200 bps and vol MS by 300 bps in a mature market segment, by in-troducing new packaging, new formulas, a summer hard selling promotion, a Ramadan proximity pro-gram and strong trade program.

Savings of over 13% of marketing budget. Led successfully a school nutritional program in association with the Algerian Ministry of Education to

Promote DANONE fresh dairy products. Led successfully a roll out of the DANONE new logo.

Junior Brand Manager 2002 - 2003 Responsible for Core range marketing strategy and action plan implementations, a turnover of 14m a marketing budget of 1m , and 1 staff. Direct report to M.D. Achievements:

Worked successfully on the first brand equity commercial for DANONE Algeria. Core range turnover increased by 1000 bps while its vol MS increased by 300 bps, and savings of over

7% of marketing budget. Led successfully the first edition of the Danone Nations Cup in association with the Algerian Football

Federation to promote DANONE fresh dairy products.

PROFESSIONAL TRAINING DANONE - EM Lyon - Danone Marketing University The Danone Marketing University is a training program designed by the central/local HR organizations and EM LYON with key experts participation. This program consists of several training sessions and networking. During this universi-ty every participant gets a godfather (a senior level mentor). DANONE - Danone Proximity University The Danone Proximity University is a training program, which consists of several training sessions covering sales techniques ans sales promotion. DANONE - Danone Forum Danone Forum is an internal training program delivered by the central/local marketing directors on selected subjects. The aim is to give local marketers more expertise using benchmarks and case studies. DANONE - Others Internal Training Programs, 2002-2007 Sensorial Marketing, Intellectual Propriety, Innovation Management, Market Research and Consumer Intelligence, Projects Management, HACCP, Marketing ROI etc. DANONE - more than 20 International Brands Workshops from 2002 to 2007 Workshops bring group managers and brand managers together on selected subjects. These meetings are very interac-tive working sessions covering strategies evaluations and best practices sharing. E-MARKETING (Strategy and implementation) NCA ROUIBA SPA Initiations to IFRS, ISO 14000, ISO 22000, and ISO 26000

ACADEMIC QUALIFICATIONS MDI Alger - MBA IP Executive Program, in progress INSIM Alger - Marketing Degree, 2000-2002 University Of Algiers - Medicine Study, 1997-1999 Mohamed Khodja High School - High School S Diploma with distinction, 1997 PERSONAL INTERESTS AND ACHIEVEMENTS

Interests: Spending time with my daughter, sport, reading and photography

Achievements: Obtaining a lawhat dor for the best out door print campaign, Obtaining a worldwide DanAwards for the most original DANONE commercial, Captain of School football team, Winner of a national drawing competition.

SKILLS AND AREAS OF EXPERTISE MANAGEMENT SKILLS: Marketing Strategies Market Research (Segmentation, Targeting, Competi-tors Analysis, Consumer Insights, and Brand positioning) Brand Management (Platform, Architecture, Identity, Equity, Awareness) Marketing Mix Development (Product, Packaging, Price, Promotion) Advertising Strategies / Strategic Planning Media Strategies / Media Planning E-Marketing Strategies / Planning Go to Market Strategies Trade Marketing ROI Management Sales Promotion Internal Communication Corporate communication Event Management Public Relations Media relations Sensorial Marketing Kids Nutrition Branding to generation Y FMCG Business Development R&D / Innovation Process Business Plan Budget Process Project Management Business Strategies OGSM Blue Ocean Strategic Process Team Management / Team Training Charity Programs Management and Intellectual Propriety. CREATIVE / ANALYTICAL SKILLS: Copy Writing Graphic Layout Presentation Design Logo De-sign Web site Layout / Content Video Production / Webcasts Trade Show Materials Messaging Mar-ket Research SEO / SEM TECHNICAL SKILLS: iwork 09 MS Office 2011 for mac MS Office for PC MS Project Adobe Photoshop Adobe Illustrator Adobe Flash Player.