Strategic Brand Analyst & Trade Marketing Manager
Procter and Gamble, UK
Total des années d'expérience :8 years, 5 Mois
Category Responsibility: FMCG & Food.
Reportees: Customer Teams and Brand Promotions teams
Profile: Develop and implement brand plans and consumer activities to increase brand pull among customers and increase foot fall with retail partners. Work with Assistant Brand Managers (ABMs) and Market Strategy & Planning (MS&P) in understanding the business for brand decisions and tactics. Identify business opportunities across markets for customer activation as well as new channels for retail expansion.
Support the trade marketing initiatives across the UK PAPER MOT including consumer insights, product launches, point of pricing, consumer events, store promotions, range mix, planned, store visibility, merchandising, planograms, range reviews, consumer insight & market knowledge and trade marketing across P&G’s largest brands. Ensure commercial market responsiveness by collaborating with agencies (IRI / Kantar / Dunnhumby etc).
Achievements:
- Worked with business leader to establish national level road shows and retail consumer events
- Established a monitoring system for new product launches combining shipments with retail sales
- Prepared brand promotional guidelines and finalized annual promotional calendar.
- Lead cross agency work shop for consumer profiling on entire Femcare category of P&G.
- Successfully aligned cross country pricing on Iams and Eukanuba and launched product line extension.
- Nominated for best Performance award across the MOT in June-July 2012
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
Category: FMCG, Food related, Consumer Goods, SDA Appliances and Food.
Profile: Role heading the groups 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.
Category: FMCG including SDA Appliances, Food and Coffee Beverage related products, Personal care and Retail.
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.
Restructured marketing function into a consumer centric approach.
Led aggressive brand activation programs to gain market share across group categories.
Revitalized dying brands in market, to a highly profitable one for Rowenta Elite.
Key Functions:
Group Marketing: Developing annual marketing calendar, setting marketing budgets, coordinating with adv agencies.
Brand Management: Managed all aspects of brand communication including pricing, market share, promotional P&L, market segmentation, merchandising, advertising concepts.
Product Management: Responsible for Product Line Extensions/New Range launches, positioning analysis for identified new brands.
Marketing Research: Develop insights on customer preferences and buying habits; Gather data on competitors and analyzes category prices.
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 for all Brands.
Product Marketing Manager Oct 2004 to Aug 2006
Sterling LLC, Dubai.
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
• Market research & analysis, to help the clients to choose the best approach in product exposure.
Marketing Executive March 2003 to Aug 2004
Bennet Coleman and Company (T.O.I)
Marketing Trainee May 2002 to June 2002
Saatchi and Saatchi Direct
MSc. Strategic Marketing, UK (FEDMA approved certification; MMRB and Part CIM diploma) 2001-2003: MBA - Marketing (Advertising & Branding) BBM - Advertising and campaign management. Detailed Professional Experience of 9 years:
MBA: Marketing