Assistant Brand Manager
Ideas by GulAhmed
Total years of experience :11 years, 11 Months
Achievements:
1) Managing brand communication for Men’s Apparel & Home category of Ideas that constitutes 35% of business share
2) Successfully implemented brand architectural framework and re-positioned communication strategy for Ideas
3) Successfully developed & executed brand pyramid, brand identity & brand communication for Mr. Blue
4) Re-positioned the brand towards youth segment and launched thematic campaign 'EveryoneEveryday' for Mr. Blue, increasing category's NPM by 32%
5) Launched IdeasMan 'Sport Everyday' campaign by targeting health & fitness consumers, increasing Y-o-Y top line of casual wear by 8%
6) Successfully launched advertising campaign 'Into the Woods' for IdeasMan to promote winter wear product line, achieving 112% target growth
7) Successfully launched first ever thematic campaign 'For the Love of Home' & 'Live It Out' for IdeasHome - Gul Ahmed, achieving 127% Y-o-Y target growth
8) Improved brand health for IdeasMan and IdeasHome - Gul Ahmed by starting social media channels to increase awareness, reach and engagement
9) Increased social media follower base for IdeasMan by 141% in 13 months
10) Optimized margins for IdeasMan by 7% through effective reallocation of marketing budgets
Reporting to the GM and CCO; accountable for delivering projects against agreed scope, budget, and MARCOM strategy of the brand. Responsible for delivering projects on development and execution of creative marketing concepts, production and PR strategies across all media outlets including print, electronic, outdoor, activation and digital. Working on brand strategies, corporate strategies, brand building activities, packaging & promotions, marketing communications, market research and consumer insights.
Achievements:
- Led the Shama cooking oil launch campaign including corporate branding & product packaging
- Brand Extension of Canderel; led the launch of Canderel Sugar free Cookies in 6 exciting flavors
- Developed annual MARCOM strategy and branding for Massarat Misbah cosmetic range & Canderel
- Venue Planning, creative content development and execution of branding for IAMKARACHI 2016 event
Key Responsibilities:
- Client relationship management through proactive account leadership.
- Information reporting on a monthly and quarterly basis.
- Promoting the expansion of business with existing clients.
- Financial management of key accounts.
- Develop and direct effective marketing campaign strategies through direct liaison between all involved in the project team including account management, business development, creative and brand teams.
- Generating results that deliver the clients anticipated ROI objectives.
Clients: Canderel | Bake Parlor | Masarrat Misbah Makeup | Shama Cooking Oil
Won activation plans based upon strategic planning that reflected brand’s IMC planning.
Pitches Won: Nokia | Zong | Dairy Omung | HBL | Pringles
Responsible for client relationship management, develop communication strategy, account management related queries, media plan, packaging artworks, brand communication planning and competition analysis on assigned client portfolio. Established media & advertising strategies by analyzing a wide range of information in great detail, including demographics, socio-economics and the market trends for the client's product and market share. Supported business operations by managing client's marcom activities and devise strategies for new business development
Achievements:
• Successfully developed brand architectural framework for relaunching of HABIBMETRO Bank
• Successfully developed and executed communication strategy of HABIBMETRO
• Developed communication and branding artworks for Shangrila Food's business portfolio including ketchup, pickles & juices
Clients: HabibMetro Bank, Shagrila foods, Allied Bank Limited Asset Management, NBP
I was reporting to the business planning manager and brand manager to assist in developing annual marketing plan and execute them with the coordination of various stake holders involved. Continuous coordination with sales team & distributors to make sure optimal level of inventory is available at primary and retail level. Responsible for adaptation of the packaging artworks and placement of marketing collateral nationwide.
Achievements:
- Supported the brand manager in Oilatum baby care product range launch and adaptation of regional copies for Pakistani market.
- Led the packaging adaptation artwork of Stiefel products with GSK guidelines under strict deadlines
- Introduced cost effective packaging material that increased shelf life of the products
- Developed marketing calendar activities and supported the sales team with marketing collateral
- Developed product awareness toolkit for Dermatological products
Responsibilities:
- Coordination with sales team for the execution of promotional activities nationwide
- Develop creative brief for the agency, coordinating with the vendors and suppliers for the delivery of promotional items and deploying strategy on ground for smooth execution of planned activities
- Monitor, analyze and report monthly sales volumes and trends to meet agreed sales target at both Primary & Secondary level