Marketing Director- Luxury Brands
Sprecher Berrier Group of Companies
Total years of experience :25 years, 8 Months
1. 1. Establish strategies and long-term plans for a portfolio of 18 luxury international fragrances and beauty brands (Creed, By Terry, Parfums de Marly, Atelier Cologne…) in the GCC market:
• Create and maintain brand image in Retail outlets: Design and produce an average of 100 permanent and temporary displays in accordance with brand visual guidelines and retail concept.
• Lead the development of yearly Trade Marketing plans for the portfolio of products as well as all product innovation launches & promotional planning across the region with a marketing budget of 10M AED to assist in meeting the sales targets.
• Increase brand awareness through more than 50 Press/Bloggers and VIP events every year in the region supported by yearly Digital and Offline Media plan.
• Influence future product development & commercial tools/plans deployed by the global teams ensuring the region has a strong voice & that products are in ad equation with our customer’s needs.
• Recruit, manage and motivate a team of designers, brand managers, trainers and assistants ensuring that performance is measured training needs established and succession plans developed.
Main achievements: Creation of the Marketing department in the company: building/recruiting the team, creating all processes, business procedure, marketing KPIs and reporting.
Launch of Atelier Cologne in the region now ranking in the top 20 Niche brand after 3 years
2. Drive the worldwide retail plan of our in-house brand Parfums de Marly:
• Create and Implement yearly business plan for the brand development worldwide at retail level
• Develop merchandising displays and trade materials for all countries: such as permanent counters (from concept design to production) or temporary podiums.
• Develop retail plan for boutique openings: from retail concept design to launch event.
• Launched and manage digital platforms with Facebook, Instagram, Tweeter and the e-commerce website as well as their analytics
Main Achievement: opening of 4 new stores (boutiques) in 2 years in New-York, Paris, Saudi and Dubai
• Oversee the regional trade plan to animate the markets to reach sales targets.
• Work on product developments in relation with the R&D department based on market trends/analysis and ensure successful retail launch
• Issue Monthly sales forecasts to plan production and purchase
Main Achievement: complete re-branding in less than a year:
• Work and lead the agency on the re-branding
• Adaptation of all packaging
• External communication to Retailers/ Distributors for a smooth transition of the brand
• Internal communication to motivate/educate the staff to the values and positioning of the brand
• Launch of the new brand in all markets through media plan, trade activities and press events
The good management of the transition in terms of timing, communication and investment behind the brand led to an increase of sales from the first months
Implement marketing activities as per yearly plan and carry out cost control measures to achieve the budgets:
5M USD marketing budget.
* Develop, maintain and execute Marketing strategies to meet the company objectives.
* Evaluate Market condition, competitor data to adjust marketing activities and pricing in the region
* Monitor overall marketing, advertising and launching activities to analyse the ROI and adjust activities
accordingly.
* Coordinate with the visual merchandising team to ensure the brand VM standards are developed and
maintained across the stores.
* Set Up and Monitor Media Plan: use effective forms of media and communication to build, maintain and manage
the brand image: TV, Press and Online.
* Organize and attend press conferences, special events, and launches etc., network with associated service
providers or facilitators and build goodwill relationships with the press.
* Manage product manager team.
Create and Develop CRM program to develop client’s loyalty in the region
* Develop the expertise of the skin care experts of the brand through training and retail tools
Launch of Diesel Fragrances in the Middle East: Define Business Model/ Ensure prime location in the outlets/ Define
price positioning of the brand versus competition/ Manage and monitor launch activities in stores/ Organize Launch &
PR events
To ensure the accomplishment of sales objectives and effective coordination of sales and marketing activities
for the Luxury Brands (Lancôme-Giorgio Armani-Ralph Lauren-Cacharel
• Order processing for the Luxury Department and delivery to the GCC: reduction of transport costs and achieving 98% of shipment lead time in 3 years.
• In charge of pricing based on distribution coefficient and incoterms
• Team of 4 customer service assistants
• Reduction of claims and sales returns by 10% in 3 years in improving warehouse picking process
Manage the section to achieve the turnover and profit targets
