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Specialist Topics Marketing
Customer Experience
Digital Marketing
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RIMA CHAMMAS Marketing Communications & Media
Business & Management
Economics & Finance


biography

Rima Chammas is a Lebanese national who has resided in the UAE since birth and has established her 24 year career in marketing across multinationals in the Middle East and Africa Region.

Having commenced her career with Unilever Arabia in September 1995, she has held both regional and market roles of increasing seniority across several multinationals and several categories. Working in both developed and emerging markets, she has been specifically involved in building brands in the Middle East and Africa, for 24 years.

Her career spans 5 years with Unilever Arabia - GCC, both on the Foods & Beverages side of the business, covering brands like Lipton, as well as the Home and Personal Care side, covering brands such as Comfort and SunSilk. She subsequently spent 4 years in Mondelez, formerly known as Kraft Foods – GCC covering the Desserts, Confectionery and Beverages categories, prior to joining PepsiCo in 2005.

Rima spent the majority of her 12 years with PepsiCo as Regional CSD Marketing Director for the Middle East & Africa Region based in Dubai, UAE before relocating to Lebanon at the start of 2011 and returning to the UAE in July 2014.

While in Dubai, Rima was responsible for the development of the regional Strategic Plan on the Carbonated Soft Drinks portfolio and key marketing initiatives on Pepsi, Mirinda, 7Up and Mountain Dew in the MEA Region. She was also a very active member of the Global brand teams leading and collaborating on global projects. Some of her key achievements include the 2008 advertising campaign for Mountain Dew, Star Academy sponsorship exploitation for Pepsi, launch of the new virtual platform for Mirinda communication and most importantly, the completely integrated Sea of Stars campaign which involved the release of a first ever Pepsi Co movie and for which she won the Global PepsiCo Award for Best 3D Marketing.

Rima also led the Carbonated Soft Drink product innovation agenda which resulted in the launch of Mirinda Vitamin C, Mirinda Sorbet, Pepsi Max and Bario (non alcoholic beer), Pepsi Co’s first global entry into the non alcoholic beer segment.

Rima holds a Masters Degree in Mathematics from Oxford University in England. With her strong analytical background and creative flair, her focus has always been around leveraging local consumer and customer understanding to build brand preference and driving step change through innovation.

Her interests include ballroom dancing, playing the piano and spending time with her two toddlers. She is also an avid music and movie buff.




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