Belhachmi will be leading NITR’s marketing team in mining consumer insights, developing core brands with innovation, engaging with consumers and shoppers through digital platforms and meeting their needs.
He will report directly to Stewart Dryburgh, general manager at NITR.
Belhachmi joined Nestlé in February 2016 from P&G, where he worked in several senior management positions, including regional brand manager of home care for North West Africa and commercial manager of laundry in Morocco.
“In the last two and half years, [Belhachmi] has successfully led the relaunch of Nestlé SWISS, a travel retail exclusive brand rebuilt around a winning brand positioning, and re-energized the Smarties brand through the execution of an effective campaign based on the deep understanding of shoppers’ needs in the sector,” said the company.
Commenting on Belhachmi’s new position, Dryburgh said: “Customer feedback has told us that we have made significant strides in the last few years when it comes to brand development, and Nizar has been central to this step change.
“I am delighted to welcome Nizar to NITR’s leadership team and look forward to him adding yet more value to our business, our customers’ category and our industry,” he added.
Targeting millennials with KitKat, Smarties and Nestlé Swiss in travel retail
NITR will return to Tax Free World Association (TFWA) show in Cannes, France, this year with new KitKat and Smarties products in addition to relaunched Nestlé Swiss.
These products, including KitKat Senses, Smarties Creatorbook, will focus on NITR’s strategic framework – Stories, Occasion, Unique and Local – as a response to the ever-changing travel retail industry, particularly among millennials, who represent 50% of all spend, according to Nestlé.
It said: “An important millennial trait is an interest in ‘experience’, with 72% of consumers more interested in spending money on experiences rather than materials things.”
“Millennials are natural explorers [as they are] looking for the right experience that fits their mood and personality. Their use of technology is also drastically different. They are more likely to disengage for entertainment and social media, where they share their experiences widely,” added the company.