Manager – Marketing
Fashion Strings – Lucknow, India
Total years of experience :25 years, 8 Months
- Prepare annual marketing calendar & budget in consultation with the management / proprietor.
- Oversee the & translate ideas to creative art for Marketing Collaterals ( catalogs, brochures, flyers )with the help of
designers based on the standards defined by the principals. Ensure the art and designing adhere to the copyrights of the
principals and the company.
- Ensure that all communication material required for the promotions is developed / designed and sent to the
stores/territories within the specified time.
- In-store - ensure - store windows, visuals, banners, posters, shelf takers are in line with the Planogram of the principals and
target the appropriate audience.
- Outdoor - ensure all images and captions are replaced & media facilities (bill boards / hoardings) are at the prime locations to
increase the footfall.
- Liaise with the advertising agency for launches / promotions / seasonal campaigns. Manage the photo shoots. Track &
approve invoices raised by the agencies.
- Review and analyze the effectiveness of advertisement promos and take corrective actions.
- Marketing Research - update the information about the competitors marketing activities.
Brands: - Warner Brothers, Universal Pictures, Paramount, Dreamworks, Disney, Fox, Sony & Ben10.
Clients: - Carrefour, Virgin, Spinneys (NFV), Dubai duty free, Hyper panda, Lulu, EPPCO, ADNOC & ENOC, Emax - Landmark Group.
Category: - Home Entertainment, Gaming & Toys.
Notable Accomplishments:
-> Device Marketing Budget, incorporating marketing expenses, costs and profit analysis.
-> Planning monthly calendar for the release of New Products
-> MARCOM (Media Relations & PR) \[ATL / BTL\]
News Letters/ Press Release, Radio promotions, Magazines (E+, Scene, TimeOut, Ahlan, OK..etc).
Supervise & Translate the ideas to creative art with the help of designers based on the standards defined by the principals.
Ensure the art and designing adhere to the copyrights of the principals and the company.\[Internet / Social Media Marketing & Analytics \] =>Ensure the corporate website is kept up to date and dynamic toexternal /internal publics to support the company branding and positioning.
Manage & supervise Social Media with web admin team for mplementing online promo campaigns on e-commerce website (aido.com). Monitor & measuring the impact with Analytics in an effort to maximize results.
-> Branding in stores .eg. Outside sign, window displays, counter pieces, product display Posters, floor stickers, standee, FSDU, Table / counter Top, Security Stand, Shelf Branding, header/ footer, etc. Ensure allocation & effective distribution of marketing materials. Ensure the implementation of all brand layout guidelines & visual merchandising techniques.
-> Purchase - Ensure optimum level of stocks and reordering without overstocking for continuous operations of the Sales Division. Manage the rotation and returns of stocks in the market.
-> Product Positioning & Pricing - At what price / packaging it had to be placed in different market - MTM Duty Free / UAE mkt/Branches.Whether a New Product will have Exclusive launch e.g at VIRGIN etc. Coordinated with the local major buyers regarding their strategy & buying behavior.
-> Promotions - Dubai Summer Surprise(DSS); Dubai Shopping Festival(DSF);Lets Go To School; Eid / Bakraid/ Christmas.. etc.; New Year; National Day; Fee Screeners for display; Coupon on pur. of.. AED redeemable in next pur.; Disc. offers 25-50%; buy one get one free; Combo Offers; Promotion Basket; ... etc.
-> Ensure visibility of the product, movement analysis of stock, ageing analysis of stocks, etc. Advising the Sales team to liquidate the stock greater than 180 days.Enter into key account agreements with the upper retail trade to ensure brand visibility & display Ensuring each product is listed in Ministry for Censorship Approval.
-> Reports - New product release distribution analysis - product-customer-region wise. Budget Vs Achievement analysis.
KPI reporting. Monitor, review and report on all marketing activity and results. Provide Marketing Manager with regular budget variance reports. Evaluating marketing campaigns. Closely monitor the sales / marketing activities at branches
-> Retail Operations
Oversee the effective implementation and administration of policies and procedures of the Retail Operations. Review Retail shop processes & performance, systems and operations to ensure their effectiveness & develop improvement strategies.Anticipating customer needs and preferences to ensure the Shops network remains competitive in the market.Implementation of customer service programs and guidelines.
-> Customer Retention
Minimizing CHURN of customers by advising them to go for -Transfer of ownership; Plan migration; Post 2 Pre Migration /Pre 2 Post; etc. Assurance of long-term client retention through quality client service. Coordinating & supporting the ZCC in Cust. Care Camps organized for satisfaction of existing customers and creation of new customers.
-> Retail Inventory
Ensure optimum level of stocks and reordering without overstocking for continuous flow of retail operations.
-> Retail Shop Performance
Monitor the financial performance of the Retail Shop network against plans and budgets; identify any variances initiating remedial actions when necessary. Ensure achievement of Retail sales targets. Work in accordance with the guidelines set by the Company to meet and stretch Retail Shop sales targets. Provide leadership and guidance to achieve Sales targets.
-> Staff &-> Other
Sales & Business Development