Manager Marketing and Planning
Bonanza Garment Industries
Total years of experience :24 years, 5 Months
Reporting directly to owner (CEO) for all the marketing and planning functions. Handling two departments at a time-marketing and demand planning. Major responsibilities of both the functions include;
• Keep an eye on fashion trends with regards to all product categories
• Frequently visit different outlets to monitor in-store visual merchandising and customer services
• Constantly track competition activities
• Develop annual marketing plan and marketing budgets
• Coordinate with creative, media and PR agencies for effective promotional activities
• Do regular weekly visit to own outlets and franchises for customer insights
• Handling over Rs. 150 million annual marketing budget
Self-employed, lead a team of 11 people including creative and client service departments. Was responsible for running the whole agency
• Developed and implemented procedures/processes for proper client servicing and development of new businesses
• Made 10 pitches during the first three months of starting the business and won half of the accounts
• Currently managing a diversified portfolio of clients including MNCs and NCs
• Set a new direction of the whole agency to penetrate new segments like activation, giveaways sourcing, merchandising solutions, etc.
• Developed creative for the launch of anti aging products, Sinclair and Inversion. Ran their media for about a year on print.
Worked as a head of Sales & Marketing department, managed sales team and marketing staff, and was mainly responsible for developing long-term strategic plans, annual marketing plans for all companies namely Mersal Village, Jungle Land, The Saudi Int’l Academy for Tourism and Hospitality
Major Responsibilities
•To develop and maintain marketing strategies to meet agreed company objectives
•To develop and implement annual marketing plans in conjunction with other departments
•To coordinate with international suppliers for new product developments and different entertainment activities such as Brazilian Circus, German Show, French Show, Janoon Show etc.
•To evaluate customer research, market conditions, competitor data, and implement marketing alteration plans as needed
•To oversee all marketing and promotional staff and activities
•To proactively establish and maintain effective working team relationships with all support departments
Main Achievements
•Within 10 months the sales have grown up by 15% from last year and 5 % from second last year with 10% less marketing budget than last year
•Opened up new sales avenues for the business like contracted with hotels to increase footfalls in major seasons
•Organized sales and marketing department and developed proper reporting lines and reporting formats for smooth operation.
Reported to General Manager Marketing for all product management activities-ATL and BTL, Coordinated with advertising agencies to develop thematic and tactical campaigns to gain market share. Managed a portfolio of two major categories that included seven brands namely Sabz Sitara Clinic (local family planning franchise), Intrauterine Devices (IUDs), Clear-7, Emergency Contraceptive (ECP) also called morning-after pill and New Product Development (NPD).
Main Achievements
•Launched a new brand by the name Safeload to capture premium segment. Within three months of launch, the brand captured 10% of the market share.
•Initiated and planned the participation in ‘Women’s Expo’ and ‘KTN Celebrating Life’ exhibitions which generated huge sales. This was the first BTL initiative from company platform
•Developed marketing strategies and launch-plans for new products in the vitamin category. Another initiative from company to enter non-family planning category to diversify its product line.
Reported to Marketing Manager for all brand management activities, Joined as Management Trainee and grew up to Brand Manager within three and half years. During the five and half years of stay at Philip Morris, I looked after a large portfolio of brands that included Morven (largest selling brand of the industry), Lord, Royals, Premier Classic and Diplomat.
Responsibilities
•Developed brand strategies and annual marketing plans of different brands
•Designed direct marketing activities to engage customers in brand activities
•Coordinated with research department to conduct FGDs (focus group discussion), quantitative research, IDIs (in-depth interviews) and brand perceptual mapping
•Increased sales by 10% by identifying and analyzing key trends through regular market visits
•Introduced HoReCa in Pakistan from Lakson’s platform.
•Developed many television commercials on different brands.
Main Achievements
•Introduced an innovative BTL activity-locally called float activity, for the first time in Lakson, which opened up another marketing avenue in the wake of dark marketing era and resulted in higher brand recall
•Designed and successfully launched Trade Promotion Scheme based on scratch cards for the all product line. That activity resulted in the increase of stock level at the shelf and an increase in primary sales by 40%
•Successfully managed the CRM activity, Premier Classic Club, for two years and launched joint promotions and redemption scheme with the major local brands to build brand loyalty
•Launched MGF (Morven Gold) 10’s pack and achieved 100% sales growth in the overall franchise in just one year
GPA 2.7
A shield was awarded from the college for outstanding performance. Stood first in the college