MARKETING CONSULTANT MANAGER TO COO
HERFY FOOD SERVICE COMPANY
Total years of experience :29 years, 2 Months
Major Job responsibilities include:
A.Planning & Controlling Marketing Budget.
1. Development of Annual Marketing budget and it’s tracking and reporting to the management.
2. Determine and manage the marketing budget.
3. Deliver marketing activity within an agreed budget.
4. Manage the productivity of the marketing plans and projects.
5. Monitor, review and report on all marketing activity and results conducted by us.
B. Marketing Research (Marketing Survey)
C. Designing of packing material
D.Development of POS
E. Coordinating with Digital marketing companies for the development of the Internet and Digital Marketing (Social Media)
F.Sales analysis
Proper analytical tracking of actual sales volume v/s fixed targets (as defined in the annual business plan-product wises, SKU wise, branch wise, channel-wise and category wise) with the help of IT department to support the sales team and to develop the proper action plan like trade scheme, promotion activities etc.(if it’s the need of the time and market), product penetration, display programs in all channels in coordination with Sales and Finance department and finally taking the approval from COO and CEO.
G.Brand Management
H.Development of strategies to support the sales team in developing the market & volume
I.Event Management-Local and International
J.Channel Development program for the sales team.
1. Development of target-oriented incentive programs for the retails.
2. Penetration drive.
3. New outlet activation program.
4. Activation of non-buyers.
5. Display drive in A and B class outlets.
6. Development of Merchandising standards.
• Support brand building/positioning initiatives, from conceptualization to execution.
• Manage holistically brand communication processes (critical path), including advertising agency coordination, creative briefs and advertising production.
• Managing media relations, research editorial opportunities and build relationships with key industries media.
• Provide input to strategic planning, forecasting and annual operating plan processes to achieve sales goals.
• Formulate the marketing mix to satisfy the HERFY customers’ needs.
• Steering the overall branding and marketing efforts for HERFY brand.
• Plan and execute local research for new concepts/products, consumer behavior, etc.
• Conduct continuous analysis of available quality / quantity studies to educate business decisions.
• Provide monthly reporting to the COO.
• This role is accountable for the design, approach, and methodology chosen to address specific consumer or business issues as it relates to the broader HERFY’S Vision and Strategy.
• Select appropriate research vendors and serve as key contact; managing both qualitative and quantitative research projects from start to finish.
• Interacting with other departments as part of cross-functional teams that lead initiatives and communicate results throughout the organization, including senior management and franchisees.
• Consulting with other HERFY’S teams on an ongoing basis to: determine business needs, provide ongoing support and counsel, provide insight and direction, and provide an interpretation of all insights and potential consumer response to actions being considered.
• Work with the Consumer & Business Insights teams to continually develop new methods, techniques to improve our understanding of the business.
• Developing projects from inception to the communication of findings.
This includes:
• Gathering data from internal and external sources
• Analyzing and synthesizing information utilizing various techniques
• Compiling results in a simple, concise, meaningful and actionable format
• Communicating results via written memos and in-person presentations
Saudi Arabia: MASAFI Water and ION water- Meshal Suliman Al-Harbi Est.
Role:
•Full responsibility of P&L.
Instituting & executing high-level strategies, making high-stakes decisions and overcoming complex business challenges using experience-backed judgment, strong work ethics and irreproachable integrity
• Creating and sustaining a dynamic environment that fosters the development opportunities and motivates the high performance among the team members
• Exploring business potential, opportunities as well as clientele to secure profitable business volumes
• Conducting competitor analysis by keeping aware of market trends & competitor’s moves to achieve market share metrics
• Defining channel & distribution strategy, including the development of channel sales activities in accordance with overall business goals and objectives
• Running sales & marketing operations while increasing sales growth and driving sales initiatives in order to achieve business goals
• Engaged in designing marketing & brand management strategy to support top line and bottom line growth and foray into new segments and innovative products
• Directed brand activation in coordination with Sales Department to implement and monitor all marketing initiatives
• Monitored media planning, buying and execution with Advertising Agencies to ensure media evaluation and planning attain maximum ROI
• Designed strategies for new product development and mapped the new segments by continuously scanning the business environment for untapped customer base based on market intelligence
• Administered product conceptualization, positioning and new product development in coordination with R&D
• Collaborated with:
o Marketing research agencies to get feedback on existing products and on their availability and brand equity
o Sale team to understand their key concerns and ensure development of systems and policies that are enabling in nature
• Imparted training to the team in functional and behavioral aspect on regular basis
• Contributed towards executing merchandising drives to develop the purchasing environment
• Established Corporate Tie-ups and Planning and development of budget and schemes
• Worked in drafting biannual reports of sales & marketing and presenting the same to the Management
• Managed production of POS and marketing support materials
Highlights:
• Played a key role in leading various successful new product launch (Boom-Boom Energy, Hillsburg-Non-Alcoholic Malt Beverage, Mazaj, B-cola, Fizzy- Wizzy and Lind—CSD-(CAN, NRB & PET) Saudi Cocktail and Fakhita Fruit Drink) in a saturated market of established brands
• Acknowledged for making the organization as No. 3 brand in Saudi Arabia
Efficaciously conducted market analysis assessing customer needs and applied policies for the sales department including credits, promotions, and advertising
Designed Consumer & Trade Scheme
Credited for launching Juice, Nectar and Drinks under the brand name of Fresh Gold & Treat at National Level
Recorded a healthy market share in North & Central India in the presence of products like Real (number 1 tetra pack juice in India) and Tropicana
Developing the media plan and oversaw creative copy for an outdoor and print media
Generating growth by 22% and market share also enhanced by 80%
Launching Kinley Water in 1000ml, 500ml, 1500ml and 225 litre and accomplish 45% market share in the water segment with in the span of one and a half years
Increasing market share of coke 200 ml (40% to 78%), 1500 ml (20% to 45%), 2000ml (20% to 55%) in pack sector and Fanta (35% to 49%) T-Up (15% to 40%) K/ Water (20% to 65%)
Identifying untapped areas of C&D (100 to 300 cases sales per year per outlet) class outlets (700 outlets activated) which generated and additional volume of 50000 cases in a year with the low investment
Developed strategy and scheme for implementation of launch of packed water Acquafina
Led FPR for the rural market development in UP (West) strategy planning execution
Augmented the market share of Pepsi Cola (from 34% to 52 %) and orange share (from 27% to 49% in the year 2000 and clear lemon (from 31% to 57%) and packed water (from 21% to 47 %) in 2001
Successfully executed Space Centre (Display scheme) for the creation of purchasing environment and attainment of increased market share
Coordinated with agencies for events, signage and outdoor advertising
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