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Kasaballi - Retail Audit - Orpington, England, UK

Nizar Kasaballi

Orpington, England, UK


Retail Audit


i have a unique knowledge that adjust and correct market share and distribution coverage identified in the AC Nielsen reports for FMCG products across categories.

I have helped many CPG's to correct readings as well as understanding the report and the glitches faced from time to time. I also managed C1/C2 & C3 management at client side including those difficult accounts such as P&G / Unilever/ RB/Kraft Foods MD. added value to clients and achieved growth in business.

Work History


Sample Central

- Duabi

• Responsible for the overall operational management of a new concept in consumer intelligence, providing free samples in return for feedback
• Establishing diverse representative online panel from high net-worth consumers to ensure the best possible results for clients
• Designing questionnaires and research methods to identify product and service strength and weaknesses from a consumer perspective
• Managing contracts, payments, commitments, marketing and brand awareness within the B2B divisions
• Leading key client projects for clients commencing with product awareness and category buyers through to retail behaviours and all aspects of purchase intent and selection process
• Personally securing five contracts with key clients spearheading the significant expansion of the business and conducting over 30,000 surveys in 2 months
• Managing teams of up to thirty people including three senior managers ensuring performance meets required standards
• Managing the communication, advertising and public press releases as well as external agencies
• Negotiating business contracts and managing subsequent projects up to a value of £1.1 million throughout all phases


YouGov ME

- Dubai

• Accountable for the establishment of the Business Development and Client Relationship Department using both new leads and existing clients across YGS sectors
• Undertaking this proactive sales and business development role establishing and managing key client relationships
• Providing leadership and direction for junior business development team members and establishing best practice
• Successfully establishing the organisation in the public sector by registering and participating the satisfaction and MS studies from the local and federal government
• Managing key accounts such as L'Oreal, Unbeliever, JDAD and all public service clients, establishing business development functions and setting strategic annual plan
• Promoting the brand at conferences, journal papers and membership of external committees, and representing the company in the media interviews
• Liaising with third party lead developers where appropriate and build and execute sales and marketing campaigns in association with the marketing and communication teams.
• Monitoring the financial performance of the team's projects providing advice and guidance when projects seem likely to go over budget


The Nielsen Company

- Dubai

• Main focus of the role to increase company market share through the development of new business relationships and generating income levels to meet annual targets
• Making pivotal company presentations to potential clients demonstrating a personal determination to convert all opportunities to actual business
• Design, develop, implement and manage the continual improvement systems, processes, and practices in alignment with company practice and systems within recognized performance criteria
• Delivering research workshops and consumer workgroup training to clients, new starters and marketing specialists
• Proactively identifying clients market position and conducting category analysis and presenting findings to the senior management team
• Making recommendations for strategic marketing choices, designing effective strategies for both online and traditional research
• Supporting business redirection by identifying weakness, gaps and opportunities through the proficient utilization of retail audit and consumer qualitative and quantitative methods, Market Intelligence, Google Analytics, SiteCensus and BuzzMetrics
• Launching and developing Nielsen On-Line across the MENA for use to establish net ratings by July 2010
• Managing the communication, advertising and public press releases as well as external agencies and get trained for TV, Radio & conference speaking by BBC Arabia.
• Generating new business sales of $2m USD in 2010 from Abu Dhabi, personally managing contracts throughout all phases


The Nielsen Company

- Saudi Arabia/ Dubai

• Managing the retail audit operation across Saudi Arabia, leading a team of specialist consultants and Analysts in the management of a portfolio of more than 28 clients generating $2m USD
• Working closely with clients with responsibility for identifying key business opportunities and market issues to develop business
• Demonstrating the ability to convert business opportunities into revenue to achieve competitive targets
• Successfully promoting and launching new products and services to clients to further enhance the groups offerings and attract new clients
• Managing the communication, advertising and public press releases as well as external agencies
• Rolling out Analysis tools across the business including I-Sight and Advisor interactive to new clients and provide full training on data usage best practices
• Accountable for the introduction of security measures enabling the protection of client business activity in line with Nielsen code of conduct and any non-disclosure agreements in place
• Managing Key Accounts including - S C Johnson, Kimberly Clarks, Colgate Palmolive, Tetra Pack, Friesland, Alsafi DANONE, Tilda, Abbott laboratories, Al Marai, Nadec, Savola, BAT, Mobily and Shell




• Responsible for the analysis of comprehensive market information data and making recommendations to enable the senior management team to achieve category and product growth strategies
• Utilising cognos and SAS to analyse data from retailers, internal sales, retail audit and consumer panels - Nielsen and TNS products
• Managing the communication, advertising and public press releases as well as external agencies
• Managing a portfolio of projects on an ad hock basis and sharing market intelligence from consumers and retailers with brand and category managers


J Sainsbury's Supermarket PLC


Intelligence Officer

London Metropolitan Police

London Metropolitan Police - UK


J Sainsbury's Supermarket PLC


Qualifications & Certifications

Business Administration


Ebin Alameed School

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