RESEARCH OPERATIONS LEAD
ACUMEN EAST AFRICA
مجموع سنوات الخبرة :12 years, 10 أشهر
Leading a team of 30 in Kenya Uganda and Tanzania in streamlining and operationalizing client research needs.
Primarily fortifying relationships with retailers in our TCG, Builders Merchants, Automotive care and Agrovet panels.
Conducting back-checks and other data quality and integrity checks
Forming and maintaining relationships with third party service providers on data collection and analysis technology
Driving efforts to win in the market through three brands, Carex, Cussons Baby and Roberts by helping shoppers and consumers; see, find and buy the brands through ATL, TTL and BTL support.
Marketing decisions made include;
Ensuring brand endeavors return a tidy profit margin for the business.
Product decisions; assortment from global and regional to push in my market, SKUs size and range to drive margins
Market activation decisions - pack design, shelf location, category P.O.S, price offs, coupons etc all geared towards driving the top and bottom-line for my brands.
Marketing support into neighboring countries.
Driving brand interests across internal and external stakeholders - global brand team, Africa brand team, Kenya commercial support functions, creative, digital and media agencies, brand accessories and services suppliers, distributors and retail partners.
My job entails strategizing and supervising all brand marketing activities to generate and enhance brand awareness for revenue maximization.
My duties include; Coordinating various brand activities across units.
Planning for and supervising all brand events and promotions
Development of the brand advertising budget
Media proposal assessment, contract renewals and review of the monitoring agencies reports. Actively participating in the development of messaging for local and export marketing campaigns. Supervising all brand salon activities
Monitoring and following up on all required brand graphical works and designs.
Sourcing for, buying and Analyzing market research information and competition trends
Working across departments and across levels to ensure internal buy-in to current and future activities
On rotation across six departments, I actively participated in research projects for various clients across industries like telecoms and technology, pharmaceutical, automotive and FMCG. My tasks included shopper panel recruitment and administration, data coding, proposal writing, desk research, retail audit data management, quantitative research data processing, focus group guides development, CAPI, IDIs, data analysis, report writing and reporting.
On rotation across all departments, I actively participated in the day to day activities relating to each department. My tasks included retailer panel recruitment, data coding, navigating through the master data manager, data-in, processing and data-out activities. I also participated in proposal writing, desk research and report generation with the client service team
Recruited straight out of college and into sales territory management, I was placed in charge of 15 gas stations 12 of which were run by contracted dealers in a region covering 4 different counties each with a multiplicity of cultures. My tasks included; TAR management, forecourt and back-court service management, volumes management, liaising with the supplies and distribution team to always ensure the region is kept wet, coordinating sales promotions, non-fuel sales and occasionally, new dealer recruitment, pump attendant recruitment and training and HSE.
Took up full-time studies beginning September 2012 ending December 2013, followed by intense internships leading up to my graduation in December 2016. My performance in the course work was stellar enabling me to qualify for GfK Verein’s international internship in September 2014. I specialized in Marketing Research and did a comprehensive research project dubbed “The marketing research practices and performance of FMCGs in Kenya”
I was selected by the Joint Admissions Board to take up studies in commerce beginning November 2005 and I graduated in December 2009. In the course of my studies, I interned at Ecotact – a leading sanitation think tank, participated in the activities of the Marketing Students Association in a consultative capacity and was recruited into my first job before graduating