Brand Marketing Manager
Sprecher Berrier Group of Companies
Total des années d'expérience :8 years, 4 Mois
In charge of Parfums de Marly, & Initio Parfums Prives, through defining and executing the brand and product development strategy and positioning in the niche perfumery market.
• Set Marketing and Trade Plan for 2019-2021 by defining clear strategy and objectives for both brands, based on trend & data analysis, competitor survey and creator expectation.
• Identifying new market trends and growth opportunities within the prestigious perfume industry through conducting competitor analysis, through market visits and online trend research.
• Elaborate and coordinate all necessary tools for new product launches and product development (visual, POSM, GWP, etc.)
• Brief Trade Marketing on global launch plans and provide detailed launch pack to the Trade Marketing department including guidelines for launch and PR events, planograms for POS merchandising, podium design, tools for CRM and social media support.
• Follow up on launch performances by analyzing sales reports.
• Together with agencies defining and implementing social media and digital strategies (SEO) to increase brand awareness and drive traffic while analyzing data and reporting results through analytical platforms such as Google Analytics and backend statistics.
• Working closely with digital agencies on the implementation of new Websites with E-commerce platforms (Prestashop & Shopify) and maintaining the actuality of the Website through catalog and content updates according to the launch calendar.
• Planning and preparing both brand’s appearance at TFWA in Cannes, from designing and planning the set-up for special events to executing the installation and attending distributor meetings.
Supporting the brand development and re-launch strategies of the two in house fragrance brands: Parfums de Marly, & Initio Parfums Prives.
• Assisting the marketing team on daily projects and strategic marketing plan for 2017 / 2018.
• Developing marketing mix project, including proposition of concept, names, packaging and merchandising design.
• Conducting competitor analysis for prestigious niche perfumes.
• Planning the annual seminar including working on the decoration, preparing technical tools and organizing events.
• Developing and executing social media strategies, including content production.
• Responsible for community and customer service management.
Delivered client advisory for digital communication and development of social media activities including research and preparation of four marketing projects with focus on the luxury hospitality industry.
• Led customer support on social media, created weekly content plan in cooperation with the editorial team for clients with a fan base on social media consisting of more than 25.000 followers.
• Created daily, weekly and monthly newsletters for three main clients involving HTML coding and using Mailchimp.
• Produced concepts and proposals for new social media channel implementation in line with a monthly online channel report.
• Designed, realized and controlled relevant marketing arrangements for three main customers across multi-channels by operating through various communication channels, both online and offline.
• Defined a strategic marketing plan in cooperation with the marketing team for the market introduction of an innovative product to create qualified leads.
Implemented and developed marketing strategies, oversaw advertising and communication campaigns, supported partners and customers.
• Achieved higher brand awareness through managing, leading and operating PR activities.
• Recruited promotional aids, provided training on the brand & products in order to represent the brand on Glamour’s Pink Carpet Event in five different cities across Germany.
• Executed multiple promotion activities with magazines with circulation volume of more than 150.000 copies mthly.
• Performed in B2B and B2C contact and advisory service with a total customer base of not less than 6.000 international B2C customers and 200 B2B customers including multinational corporations such as QVC Germany.
• Conducted cost calculation and quotation negotiation resulting in cost-saving and increased operational efficiency.
• Developing and launching new products, including negotiation with suppliers and product and package design using InDesign, Illustrator and Photoshop.
MASTER OF SCIENCE IN INTERNATIONAL BUSINESS (MSC) Hult International Business School | Dubai, UAE Dean’s List Student | Specialization in International Marketing • Consultancy Project BOCA Restaurant DIFC assessing the Operations Management Strategy in relation to the overall Business Strategy. • KPMG “Ace the Case” Challenge | Top 12 finalists in the UAE • GOMC: Creating and executing a Google AdWords strategy with a given budget of $250 including Bidding and Pricing | Performance Tracking • Hult Business Challenge Sustainable Living Plan • “Create a Brand with Purpose” | Unilever
BACHELOR OF ARTS GENERAL MANAGEMENT Accadis Private Hochschule | Bad Homburg, Germany • Semester abroad | International Marketing & Luxury Marketing: American Business School | Paris | France • Consulting Project: Commerzbank “From Print to App” • Project studies: “Optimizing sales potential by developing a multi-channel management with a particular focus on lead generation through cross-channel marketing.” • Bachelor Thesis: Online & Offline going hand in hand – a modern marketing concept under the name “NOline”