Building brands people choose.
Brand manager with 4+ years across GCC luxury skincare, F&B and fitness. I take brands from positioning to point of sale, building demand, widening distribution and protecting margin across five markets.
Consumer first. Commercially sharp.
A brand wins twice: in the consumer's mind and on the P&L. My work sits where those meet. I sharpen positioning for GCC locals and expats, build annual brand plans from full-funnel data, and make sure every launch, campaign and promotion earns its place in the budget.
Positioning & go-to-market
Brand identity, consumer insight, launch plans and NPD from brief to shelf.
Trade & channel marketing
Retail, marketplaces, pharmacy, D2C and wholesale. Visibility, promotions and pricing that move sell-out.
Partnerships & community
Affiliates, gyms, coaches and production partners that turn into acquisition channels.
Brand growth, measured.
Portfolio revenue across 5 luxury skincare brands in 5 GCC markets
Year-on-year portfolio growth, 2024
Margins protected through pricing strategy and supplier negotiation
ROAS from a data-led shift into Snapchat influencer marketing
Distribution gain in points of sale, driven by trade promotions
Of new Delicut subscribers acquired through B2B partners
My work, in market.
Trade-show stands, launch events and brand experiences I've planned and run. This is where positioning meets the consumer.
Skeyndor × Thalgo stand
Beauty World 2025 GCC
Thalgo B2B Activation
Thalgo Device Maintenance Project with Supplier
Thalgo brand event
Spa Opening & B2B Activation
MADI Group stand
Professional Beauty 2025
Thalgo anniversary
Celebrating 50 years of Thalgo with Suppliers
Skeyndor brand event
MEGAN Device Launch with Supplier
Villa Thalgo
Villa Thalgo Opening in RAK
Thalgo retail wall
In-store brand visibility.
Thalgo in-store shelf
Planogram and shelf visibility.
The thinking behind the numbers.
Growing a luxury skincare portfolio
- Grew the portfolio to AED 22M with 25% YoY growth (2024) across UAE, KSA, Oman, Bahrain and Qatar.
- Refined positioning and messaging for GCC locals and expats based on consumer research.
- Ran omnichannel campaigns across GoldApple, L'Etoile, Ounass, Namshi, Faces, Lookfantastic, D2C and pharmacy.
- Reallocated spend into Snapchat influencers on the back of performance data, delivering 4x ROAS.
- Led NPD for 2 skin & body devices, from consumer research to commercialisation.
Distribution, pricing and margin
- Designed trade promotions and lower opening-order slabs that unlocked 70% more points of sale.
- Set pricing from competitor benchmarks and ex-works costs, protecting 70–80% margins through supplier negotiation.
- Kept shelves full with SKU-level forecasting and 4-month safety stock; cleared 60% of excess stock through targeted promotions and e-commerce.
- Led a 30-member team across sales, marketing, social and education to keep the brand consistent in market.
Building a partner-led acquisition channel
- Defined Delicut's brand identity, positioning and go-to-market for the health and fitness consumer.
- Built a B2B affiliate programme with 8 gyms, coaches and wellness brands that drove ~25% of new subscribers in 3 months.
- Brought a new Arabic menu to market with chefs, nutritionists and creative, then owned the rollout and post-launch tracking.
- Took an offline brand kiosk from concept to launch and onboarded 2 kitchen production partners.
Brands I've built with.
Luxury skincare, aesthetics and body care across the GCC, plus F&B and health tech in the UAE.
Let's talk brands.
Open to brand management, trade marketing and partnership roles across the GCC.
adityakelkar180497@gmail.com