Marketing Director
OSN
Total years of experience :24 years, 0 Months
Responsible around 35% portion of the total OSN business managing KSA & Bahrain markets. Overall business consists
of four vertical as below:
- Direct subscription sales which includes (Showroom, Kiosk, and
direct street force)
- In-Direct subscription sales which includes (Dealer, Sub Dealers
and modern sales vertical)
- Commercial Business includes ( Institution, Hotel, Compounds)
- Cable Business ( This business is indirect business through
telecom operators such as STC, Mobily & Zain)
Responsibilities:
• Review existing OSN customer base, price plans, usage and
revenue.
• Develop market research brief to evaluate further consumer
segment insights.
• Develop & manage OSN customer segmentation & profiling
based on external qualitative and quantitative research.
• Data Analysis to further indentify customer needs, requirements &
their behavior through which profitable business opportunities can
be translated.
• Develop marketing strategies/plans based on the local consumer
insight by consumer segmentations.
• Prepare a comprehensive marketing plan for direct, indirect,
commercial and cable business segments (focusing on customer
growth, revenue and ARPU stimulation)
• Develop packages by bundling various combinations of services
to target potential market segments.
• Develop pricing models based on price elasticity & profitability
studies.
• Supervise OSN Communications and PR team to define a
promotion plan and communications strategy (product marketing
budget, marketing creative, channel mix etc)
• Manage the production and distribution of training
documentation / information packs to sales, retail and customer
service channels and carry out training workshops to ensure that
sales and support staff are adequately trained.
Managed USD 650M Sales revenue along with a Marketing budget of USD 35M. Headed team of 12 members team for LG marketing function.
Restructured Marketing division, individual roles and responsibilities resulted in highest brand preference in Gulf region (gain of 9% age points).
Achieved multiple awards, best marketing practices in global conferences across MEA region. Successfully designed and implemented plans to subsidize the marketing cost through
gorilla & co- marketing initiatives. Improved credit limits through negotiations with agencies and local suppliers for marketing activities.
• Developed Business Plan for Strategic markets (Short & Long
term): Spearheads TDR projects based on the company objectives & goals. Prepared country specific business strategies and actionable timelines for corporate and specific BU’s. Covered all aspects of business included product procurement, SCM & Logistics, Finance, After Sales Service, GTM and Marketing.
• Internal Marketing Plan:
Prepared Annual marketing plans for corporate and product BU’s based on the company objectives and brand positioning plan. Proactively liaised/ influenced regional brand strategy in line with global marketing office guideline.
• Marketing & Communications Strategy:
Managed and supervised LG Global Communication agencies and directed them appropriate local adaptation of marketing communication strategy based on the local consumer insights. Developed PR, Digital marketing and BTL activities in line with brand strategy in consensus with Country Managers & Product Heads.
• Brand Development:
Managed brand sales forecasting and market dynamics analysis to identify opportunities and business risks. Maximized brand market share & profitability on short and long terms aligned with annual marketing plans and future brand strategy.
• Brand Profitability:
Handled consumer/product advertising (ATL& BTL budgets) & product assortment strategy. Influenced sales through retail pricing, promotions and sales mix in order to achieve desired results. Controlled marketing investment on agreed sale forecast, handled brand budgets, reimbursements, reconciliation & necessary updates during the financial year. Availed appropriate & effective marketing opportunities to optimize product portfolio in the market based on brand objectives. Re- aligned annual marketing plans with management in order to maximize ROI on each marketing dollar spent.
• Trade Marketing:
Held responsible for trade marketing activities based on local market/consumer insights. Assessed channels dynamics as per the consumer segmentation and developed channel specific strategy for desired sales results. Closely worked with regional specialized retailers to ensure set targets and ROI. Coordinated with distributors across the regions.
• Market Research:
Developed the research outlines for agencies, initiated and evaluated focus group based on desired objectives for specific product categories. Such as Fromula1, ICC Sponsorships & tactical campaigns with local authorities and cross category industries.
Working as a Brand Manager for Samsung Home Appliances and Kenwood Kitchen and Home appliances. Current responsibilities include:
o Developing Price and products strategies: formulation of
Products requirement as per the market segment, Develop the
price strategies, Monitor the competition products and pricing
strategies season wise. Development of packaging according to
the marketing strategies.
o Marketing & advertising advertising & marketing
strategies/creative brief development, campaign evaluation,
concept clearance, and Commercial production.
o Market Research: Develop the research outline for agencies,
Initiate and evaluate of focus group on the basis of marketing
strategies
o Market Penetration & Expansion Market penetrating and
expansion in the niche segments and remote areas on
the basis of geographic, consumer demographic & psychographics
o Media Planning: Managing brand specific media projects,
involvement in media planning & buying, media research,
monitoring media related reporting / administration.
o Interpersonal Projects: Pre-project planning/budgeting
for product launches and related events
o Direct Marketing: Penetrating on high end products through
Banks & Corporate sector focusing purely for the niche segment.
Managing brand specific media projects, involvement in media
planning & buying, media research, monitoring media related
reporting / administration.
o Interpersonal Projects
Pre-project planning/budgeting for product launches and
related events.
o Direct Marketing
Penetrating on high end products through Banks & Corporate
sector focusing purely for the niche segment.
LG Electronics Gulf FZE (11 Countries which includes, GCC, CIS markets and Pakistan) - Since May 2006 till Date
Working as Senior Marketing Manager
Spearhead all below responsibilities for the region:
• Trade Marketing Management.
• Go to Market..
• Product Marketing.
• Sell Out Marketing
• Market Research.
• Brand Marketing:
Worked as a Manager Client Service in a well-known advertising agency for four years. Gist of the responsibilities included:
o Media planning, market
competitor/ consumer research
analysis,
o Event planning/ management,
product launches &
merchandising management.
o Directly responsible for
supervising advertising
platforms on turnkey basis
pertaining to image building
and sales promotion.
o Attained understanding of
attributes for targeting
consumer groups via
customized media platforms.
Most Significant Campaigns:
o Oreo & Ritz Advertising
campaign for 2002 ~ 2003
o IGLOO Advertising
Campaigns 2001 ~ 2003
o Toshiba Digital Carnival 2003
o LG Thriller Scheme 2003
o LG Double Jackpot
Campaign 2001
o Toshiba Bomba Music 13
Program on (Indus, ARY &
PTV world) 2001
o LG Air
Conditioner/Refrigerator Jack
Pot Scheme 2000
The Momentous Events:
o Samsung Digifair Exhibition &
Concert 2002
o LG Home Appliances Dubai
Dealers Convention 2002
- Toshiba Digital Carnival
Exhibitions in 10 Cities of
Pakistan
o Jahan LG Wahan Jeet
Exhibitions 2001 in six cities in
Pakistan
o LG Home Appliances Jackpot
Exhibitions 2000 in six Cities
in Pakistan
o Toshiba Bomba music
Concert at Dream World
o LG Thriller Musical Night at
Dream world
o Wexnet Exhibition
o PSO Green XL Plus diesel
Media Briefing
o Leather Exhibition 2003 at
Karachi Expo Center