Senior Global Brand Manager
Hayat
مجموع سنوات الخبرة :11 years, 10 أشهر
Marketing Plan & Strategy (GCC & African Countries)
• Responsible for driving brand strategy across Algeria, Morocco, Nigeria, Kenya and GCC countries, managing an annual marketing budget of USD 10 million.
• Determine pricing and participate in product development and portfolio optimization.
• Collaborate with Group Strategy and Brand teams to create globally consistent product launch strategies and 360° plans across the region.
• Managed and led the launch of a campaign for a novel product, resulting in revenue of $2.7M in the first year.
• Exceeded growth targets every quarter by %7 on average with effective ATL & BTL activities.
• Spearheaded the implementation of real-time reporting on marketing expenditures, leading to a %35 improvement in ROI.
• Conduct market research to track the brand health and analyze consumer ınsıght data. Increased our Brand Awareness by 15% with strategic steps in BHT reports.
• Manage relationships with communication agencıes across markets to ensure all brand communications are consistent and enhance the company's leadership image.
• Work closely with the R&D department to drive product innovation, resulting in a new product launch in Kenya and Nigeria, increasing the market share in Kenya by 2.6%.
Marketing Plan & Strategy
• Managed a marketing budget of USD 2M and aligned marketing objectives with business unit priorities, driving brand growth.
• Conducting consumer research, in-depth brand health and keeping abreast of market trends into actionable insights for sell-in and increased our sales % by 20 with efficient BTL activities.
• Worked closely with the trade marketing department to develop and execute effective promotional programs to increase availability and visibility.
• Strategically devised and executed a comprehensive market penetration plan, successfully capturing an impressive 5% market share from the strongest competitor in the highly competitive candy market.
• Managed profit and loss responsibilities, controlling costs to align with department objectives and business plans.
• Assisted national accounts promotion & increased monthly sales from $8M to $25M in ten months.
• Effectively managing, coaching, motivating, and developing the sales teams
Brand Management & Communication
• Created full 360-go-to market plans, content roadmaps and oversaw the creation of the tools for all apparel.
• Led the launch of a campaign for a new product, resulting in revenue of $3.2M in the first year.
• Managed and led the Yupo Relaunch TV & Digital Campaign. Maintained social media presence with increased followers on social media by 150% over 6 months (including Twitter, Facebook, and Instagram), resulting in $45, 000 in increased sales.
-Preparing of annual activity plan and trade marketing budget and determine the estimated selling prices and volumes for Pringles Category,
-Tracking efficiency of promotions and planning shelf visibility based on the understanding of the consumer shopping journey,
-Managing of merchandising team
-Preparing of recommended shelf price and tracking of listing product
-Periodically P&L reporting to higher management
-Frequent field visits and sales points to gather data and taking necessary actions
-The preparation of annual activity plan and trade marketing budget with trade marketing director
-Agency management for POP, Display Projects and tasting organizations,
-Reporting data from the field in order to increase trade marketing operations efficiency
-The preparation of the annual profit and loss statement (P&L) for all categories
-Guide sales people (MT Channels, Local Chains and traditional sales, etc.) in entering an accurate forecast, generate reports for forecast, and collaborate forecasts into weekly-monthly reports,
-Preparing short, mid and long term production plans of the responsible factories according to customer orders and demand forecast,
-The preparation of annual activity plan and budget related to the the brands such as DALİN, SESU, DR.BECKMANN, FOOT DOCTOR, VOILA, ALIX AVIEN.
-Reporting of monthly penetration, stocking
-Responsible of leading Merchandising Team and Beauty Specialists
-Responsible of organizing fair setups.
-Making the annual targeting of the products and channel/region fraction.
-Planning of Budget Preparation and Organization of Trade Marketing and Field Activities.