Kenvue Saudi Arabia: Trade Promotion Optimization & Profitability Rescue

Project Description:

As Senior Commercial Strategy Lead, I was tasked with reversing a severe trade promotion crisis where SAR 831M in sales was generating a net loss of SAR 93.7K. All promotion types were value-destructive, with e-commerce discount leakage at 42% and a break-even point so high it required 154K units just to cover costs.

Key Analysis & Actions:

- Root Cause Diagnosis: Conducted advanced promo effectiveness analytics (TSE, NPV, IRR) across 4 promo mechanics. Discovered Price Discounts had the highest NPV (SAR 77.5M) but the lowest IRR (35.7%), confirming they drove volume at the expense of profitability.

- Precision Targeting: Mapped price elasticities, identifying hyper-responsive SKUs (elasticity 20-33) to target with surgical 5-15% discounts instead of blanket promotions.

- Governance Overhaul: Designed and implemented a new NPV+IRR dual-filter framework and a break-even gate for all promo approvals.

- Channel & Budget Reallocation: Tightened controls on leaky e-commerce channels (Amazon/Noon) and reallocated 63% of the promo budget to high-ROI retailer-region combinations like Panda Mecca.

Impact & Results:

Within 9 months, this data-driven restructuring led to:

- +18.9% ROI uplift across the promotion portfolio.

- 27% reduction in discount leakage, saving SAR 387K.

- 41% cut in returns spikes by syncing promotions with true demand cycles.

- 5.3 percentage point market share recovery in the key Mecca region.

- Achieved break-even profitability by Q1 2025 after 15 months of consistent losses.

Skills: Trade Promotion Optimization | Commercial Strategy | Pricing & Promotion Analytics | NPV/IRR Analysis | Price Elasticity Modeling | ROI Improvement | Channel Strategy | Python | Power BI | FMCG

Project Description: As Senior Commercial Strategy Lead, I was tasked with reversing a severe trade promotion crisis where SAR 831M in sales was generating a net loss of SAR 93.7K. All promotion types were value-destructive, with e-commerce discount leakage at 42% and a break-even point so high it required 154K units just to cover costs. Key Analysis & Actions: - Root Cause Diagnosis: Conducted advanced promo effectiveness analytics (TSE, NPV, IRR) across 4 promo mechanics. Discovered Price Discounts had the highest NPV (SAR 77.5M) but the lowest IRR (35.7%), confirming they drove volume at the expense of profitability. - Precision Targeting: Mapped price elasticities, identifying hyper-responsive SKUs (elasticity 20-33) to target with surgical 5-15% discounts instead of blanket promotions. - Governance Overhaul: Designed and implemented a new NPV+IRR dual-filter framework and a break-even gate for all promo approvals. - Channel & Budget Reallocation: Tightened controls on leaky e-commerce channels (Amazon/Noon) and reallocated 63% of the promo budget to high-ROI retailer-region combinations like Panda Mecca. Impact & Results: Within 9 months, this data-driven restructuring led to: - +18.9% ROI uplift across the promotion portfolio. - 27% reduction in discount leakage, saving SAR 387K. - 41% cut in returns spikes by syncing promotions with true demand cycles. - 5.3 percentage point market share recovery in the key Mecca region. - Achieved break-even profitability by Q1 2025 after 15 months of consistent losses.