Nishanth Vinay, Marketing Manager

Nishanth Vinay

Marketing Manager

Axiom LLC - Direct Distribution

Location
United Arab Emirates
Education
Master's degree, Strategic Marketing
Experience
16 years, 1 month

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Work Experience

Total years of experience :16 years, 1 month

Marketing Manager at Axiom LLC - Direct Distribution
  • United Arab Emirates - Dubai
  • My current job since April 2016

Key focus:
- Develop Trade plans for the IR Market and initiate trade promotions across a range.
- Initiate brand campaigns across channels to drive both trade and consumer penetration.
- Lead a team of 7 Trade Marketing Executives, Promoters and a Content developer.
- Oversee the Trade Digital Channel media including dedicated App and social media.
- Manage engagement to Over 2300 dealers across UAE with trade communications
- Responsible for dealer programs leading to engagement thru loyalty campaigns and promotions.
- Track the P&L and marketing supports across a wide range of categories.

Brand Marketing Manager at Eurostar Group
  • United Arab Emirates - Dubai
  • March 2013 to January 2016

Profile: Group Marketing role for the Eurostar central office with key focus on UAE, KSA and rest of GCC operations. Role leading marketing across the groups verticals..

Key focus:
• Responsible for the creation of Marketing Strategy and 360 Degree marketing plans with VP and Group management; which included planning of Annual Marketing Calender, Development of Marketing Budgets and Event Participation and sponsorships.
• Own the media and ATL strategy across Print, Radio, TV, Outdoor and Digital Channels.
• Create localisation by Market channels including segment market plans.
• Develop NPD initiatives for launch of new products/concepts/brands along with budgets and forecast on brand targets.
• Plan promotions and campaigns for consumer awareness and sell through.
• Ensure participation in annual trade exhibitions across the region for each category.
• Manage Agency relations across Design, Social Media, PR, BTL, Research and Web.
• Enhance brand identity & develop brand guidelines and ensure synergy on marketing efforts.
• Set KPI’s and evaluate the marketing effectiveness of Initiatives across Campaigns, Digital marketing, PR efforts and channel strategies.
• Responsibility for the groups digital strategy including Social media presence across channels, eCommerce platforms and ensuring consumer connect through the narrative.
• Manage the eCommerce platform of the group including develop the eCommerce policy, Product range, pricing, campaigns management, marketing efforts and consumer touch points.
• Develop regional and localised media plans, advertising campaigns and events calendar.
• Launch new brands and product extensions across categories.
• Monitor market trends with a eye on new opportunities and competitor activities including monthly sales reports and outlet performance in collaboration with competitor strategy reports

Trade Marketing Manager & Strategic Brand Analyst at Procter and Gamble UK
  • United Kingdom - London
  • January 2012 to November 2012

Develop and support the trade marketing initiatives across the UK PAPER MOT including point of purchase, pricing, store visibility, store promotions, merchandising, planograms, range reviews, consumer insight & market knowledge and trade marketing across P&G’s largest brands. Work with Brand Managers (ABMs) and Market Strategy & Planning (MS&P) in understanding the business for brand decisions and tactics. Ensure expert category knowledge to shape brand strategies and commercial market responsiveness by collaborating with data agencies (IRI / Kantar / Dunnhumby etc).

Category Responsibility: FMCG, Food and Consumer Goods


Achievements:
- Successfully aligned cross country pricing on two brands.
- Nominated for best Performance award across the MOT in June-July 2012
- Led the direct to customer teams and prepared annual consumer events calendar
- Aligned brand innovation on Pampers and always for upcoming initiates.
- Established a monitoring system for new product launches.


KEY FUNCTIONS

 Customer pricing and cross country pricing alignment.

 Promotional Calendar across trade channels and JBP approval.

 NPD Launch initiatives and Success

 Market share monitoring and brand penetration trends.

 Sales team training and support.
 Consumer trends and market opportunities

Marketing Head at Bahman Enterprises Group
  • United Arab Emirates
  • August 2006 to September 2010

Profile: Role heading the brand marketing strategy and communications for core brands and 5 group companies. Key role in enhancing market share and P&L on consumer promotions across the channel; Identifying market potential for new brands and developing brand strategy based on positioning and segmentation.

Achievements:
Launched three new brands and established NPD success for product extensions including Tefal N&D, Valera and Gaggia.
Achieved two awards for brand campaigns and marketing efforts.
Was additionally, entrusted the task of establishing and leading a marketing consultancy in 2009 - Six Thinking Hats.


Job Functions:
• Responsibility for designing the marketing mix across Media, PR, ATL/BTL, Events, Exhibitions, Activations, Sponsorships and corporate social responsibility.
• Develop country level growth strategy across each category, based on the MIS analysis.
• Work with agencies to implement PR and Media plans.
• Develop key insights on business capabilities and gaps across all product lines
• Track market share and brand performance to initiate action plans.
• Work on NPD and innovation programs and work cross functionally for implementation.
• Develop promotional campaigns to engage and convert consumers
• Collaborate and work with key customers on consumer trends and future direction
• Develop and manage the annual brand budget
• Deliver seasonal marketing plans and maintain the marketing calendar
• Develop and report consumer insight requirements for existing and future products
• Monitor sales trends across consumer groups and key customers.
• Liaison with external agencies for Advertising, Media bookings, PR and In-store activation.
• Understand shopper baskets and get them to upgrade across the range.
• Campaign management for new brand launches and product line extensions.
• Propose and develop sponsorships, tie-ups, events participation for brand activation.
• Develop and improve Digital and online media projects apart from websites.
• Manage and coordinate all marketing, advertising and media requirements
• Conception and implementation of tactical activities (POS, Collaterals, display concepts etc)

Key Functions:

 Brand Management: Managed all aspects of brand communication including pricing, market share, promotional P&L, market segmentation, merchandising, Media & advertising concepts.

 Product Management: Responsible for Product Line Extensions/New Range launches, positioning analysis for identified new brands.

 Group Marketing: Developing annual marketing calendar, setting marketing budgets, coordinating with adv agencies.

 Trade Marketing: Develop channel initiatives including POSM, negotiations, promotions, in-store visibility & trade meets.

 BTL/POS: Create designs concepts and produce POS and Promotional Materials for all brands including sourcing the printing and production tasks.

Brand / Product Marketing Manager at Sterling LLC
  • United Arab Emirates
  • August 2006 to August 2006

Sterling LLC. Dubai Media City.
- Reporting to Managing Director



Achievements:

- Developed two industry campaigns for the Banking and Automobile sectors.
- Was responsible for the initial new products of the organization.
- Success in International clients development
- Developed multiple media for clients and launched new titles.
- Part of the core strategy team for the company




Job Profile:

• Profiling Brands & Generating new business through brand promotions.
• Client Rapport, running marketing and advertising campaigns and providing exemplary customer service.
• Designing and implementing B2B strategies and campaigns from copy formulation to implementation
• Coordinate with ad agencies across the UAE, negotiate annual contracts and media spends. Design campaign strategies with special tactics.
• Pricing and branding of the products: Complete activities for customer support, Organizing seminars and exhibitions as a means to promote the brand.
• Design & present corporate presentations, recommend innovative options to cliental
• Develop & nurture new concepts, Increase brand exposure, recommend mediums.
• Market research & analysis, to help the clients to choose the best approach in product exposure.

Marketing Executive at Bennet Coleman and Company
  • India
  • August 2004 to August 2004

Marketing Executive March 2003 to Aug 2004
Bennet Coleman and Company (T.O.I) -Reporting to D.G.M

Achievements:
- Surpassed category target for two years consecutively (128%)
- Develop a new table top book on “ HR in technology”
- Supported the campaign management of national level new products.
- Part of the group which promoted event based recruitment.
- Had a honor of being the member of the confidential team, involved in annual strategy for Times Group for the region


Job Profile: In the Business Development section, functions involved:

• Strategize market operations: Device marketing strategy for the publications; Commercial optimization of brand and review competition. Strategize Brand awareness and advertising requirements.

• Identifying new business opportunities: Develop existing & new products by identifying new areas & directions for market penetration; Position & enhance brand equity; Product launch, promotions, pricing and positioning.

• Analyze & Enhance marketing effectiveness: Analyze market trends and changes; monitor competition, develop management reports; plan yearly forecast; develop strong relations with clients and agencies. Monitor and gather information on competitors.

• P.R activity: Constant liaison with Key Accounts (Big Spenders); meeting Advertising groups. Involved in creative briefs, proof reading and other functions.

• Working with the team (or as an individual when required) to offer for tenders and projects to government and public sectors.

• Design and recommend ad package for cross-country requirements in a predefined time and budget. Coordinating with the different departments & branches to facilitate the clients requirements.

• Troubleshooting to refine the system with clients, vendors and authorities.

Trainee at Saatchi and Saatchi
  • India
  • May 2002 to May 2002

Saatchi and Saatchi as Trainee May 2002 to June 2002

Achievements:
- Recognition to the college for the work done.
- Campus selection based on thesis and project work carried out in Saatchi.
-


Activities:
• Learn the functioning of the various departments of the agency.
• Review the process of client brief to the final implementation & Research running campaigns
• Assist staff in the design, pitch and planning stages.
• Research and test branding initiatives for current clients of Saatchi & Sit in on TV campaign reviews.
• Project work & thesis on - B2B advertising techniques and differences.

Education

Master's degree, Strategic Marketing
  • at Cardiff University
  • October 2011

2010 - 2011 (Sept): MSc. Strategic Marketing at Cardiff University (UK) Career enhancements break Including FEDMA certification; MMRB and Part CIM diploma. Other activities: - Internship at LMW, UK to design and implement customer campaign (including digital marketing) for a new product launch from July to September 2011. - Multiple consulting projects at Wales National Museum, Cardiff Quay , Cardiff University and multiple new venture launches. - Member of UNICEF Uni Chapter - Chair of Student panel representatives. - Six certificate awards in academic excellence. - Winner of Julian Hodge Award.

Master's degree, Marketing
  • at Cardiff University
  • September 2011

Specialization in Strategic Management, Digital Media and Consumer Psychology.

Master's degree, Marketing
  • at SDM- Institute of Management Development
  • March 2003

2001 - 2003: MBA - Marketing (Advertising & Branding) Masters in Marketing and an dual master in HR (with Psychology). Other activities include: - Member of College magazine - Published articles on advertising pitfalls - Campus recruitment selection from Bennet Coleman & Co. - Official college photographer - Head of the decorations committee with budget responsibility - M.C for major functions and events.

Specialties & Skills

Brand Management
Marketing Communications Planning
Consumer Goods Marketing
Consumer Brands
Marketing Mix
Marketing Management
Advertising and Integrated Communications
Media and PR
BRAND MARKETING
Brand Portfolio mix with Pricing
Budget management
Strategic Marketing
PRICING
Retail and Channel Management
Campaing Management
Marketing Budget
Market Share

Languages

Arabic
Intermediate
English
Expert

Training and Certifications

Cardiff University Tie up on Management Skill sets Training (Training)
Training Institute:
Price Water Coopers Training Sessions
Date Attended:
September 2010
Cardiff University Tie up on Management Skill sets Training (Training)
Training Institute:
Price Water Coopers Training Sessions
Date Attended:
September 2010