GROUP BRAND DIRECTOR, GILLETTE AND SAFEGUARD
Procter & Gamble
Total years of experience :0 years, 10 Months
The only Brand Director to be leading multiple sizeable categories. I led large multi-functional teams to fuel Brand equities and deliver business P&L targets, in very tough macro-economic conditions. Key responsibilities include:
▪Owning P&L with focus on Strategic Revenue Management, Portfolio Productivity, 3Y Vision, Annual Brand Building Plans and glide path for structural economics improvements.
▪Defining business model and direction, and category/brand strategies: identifying right brand portfolio to drive growth, Integrated media/communication mix and execution, pricing & promotional strategy across portfolio.
▪Development of strong commercial plans to deliver value creation for customers and consumers across key channels, including traditional trade (Wholesale, Brick-and-mortar stores etc.) as well as E-comm.
▪Own Consumer-based brand building plans, ensuring fit to win design for key customers/channels, responsible for driving penetration and share growth.
▪Ensure best in class go-to-market framework in ever evolving retail landscape, including performance marketing, SEO, MYT Digital media integration to drive CTR and ROI on E-comm, along with traditional retail channels.
▪Lead teams to constructive conflict resolution, while building a winning organization via capability building, setting up a healthy culture that values Equality & Inclusion, as well as identify, recruit and nurture top talents. Key Achievements: Under my leadership, both of my categories delivered some of their Best Years Ever, both on top and bottom-line growth, delivering 150+ IYA growth, and building 1500+ bps of profit vs YA.
▪Redesigned the business model for Safeguard Skincare business to attain segment share leadership. With a healthy mix of value creation and Integrated Media Strategy (across TV, Digital, social media content, OOH, Instore and Ecom) that not only lowered costs, but also drove unparalleled reach and penetration.
▪Restored Safeguard business to a viable model that turned profitable for the first time in 7+ years.
▪Developed the business framework and portfolio 'Where-to-Play' and 'How-to-Win' for Gillette Pakistan, that has already delivered best ever topline growth in the 20-year history of the business, and also turned BT profitable.