Brand Manager
Al Wefag Trading & Manufacturing Co
Total years of experience :7 years, 8 Months
Managed the sugar confectionary and Biscuits portfolio, focusing on meeting volume goals for global brands like Trolli, Cizmeci Time, and Cloetta. Oversaw brand performance, developed strategic plans, and executed sales strategies as per annual marketing calendars. Handled sales promotions, tracked their effectiveness, and ensured alignment with overall promotional strategies. Conducted monthly and quarterly business reviews to assess performance. Custodian of NPD and Laucnhing new product categories, formats and exploring avenues to increase share of pocket in the snacking business.
Leading the iconic Dunkin' brand, entailing strategy formulation and overall business performance enhancement.
Development of integrated marketing communication plans involving all stakeholders, effectively driving business objectives. Management of digital social assets and performance marketing campaigns, with spearheading R&D and innovation efforts.
Overseeing brand-marketing endeavors for cold coffee, espresso, and flavor/dairy customization categories, in close collaboration with finance, supply chain, operations, advertising, media, and other functional units.
Stewardship of P&L top-line and bottom-line delivery, alongside driving overall business expansion, with meticulous margin management and marketing strategy alignment.
Key Achievements:
Spearheaded the development of an e-commerce platform for Dunkin', elevating delivery sales contribution from 5% to 25%. Successfully launched the localized ice cream brand "Alaska Creamery" under the aegis of International Franchises Limited.
Leadership role in the dust tea category, encompassing brands worth PKR 14.5 billion, including Tapal Mezban and Chenak. Brand equity development and streamlining of sales and marketing activities to achieve targeted sales volumes. Sustained oversight of brand KPIs, including Volume/Value share, TOM, BUMO, penetration, and SOR. Accountability for annual brand planning, necessitating continuous collaboration with sales and trade to fulfill promotional objectives. Vigilant identification of key opportunities and challenges, with a keen eye on competitor activities, leading to the formulation of action plans for addressing them.
Development and execution of the marketing mix, comprising ATL, BTL, and Trade activities. Identification of sponsorship opportunities and collaboration with pertinent events and celebrities.
Key Achievements
Achieved a 5% increase in topline in FY'21, demonstrating growth in a saturated market. Contributed to the attainment of the highest primary sales for two consecutive years. Led the repositioning of the brand from its longstanding 'Hospitality' theme to a more concise 'Sindh's No. 1' tea brand. Delivered a remarkable 40% growth in direct marketing impressions through operational enhancements within the Marketing function.
Completed majors in Strategic Brand management with a focus on Integrated Brand Management and Global Business management. Did a research project on Foodpanda (Delivery Hero).
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