Director Client Leadership
Mindshare
Total years of experience :18 years, 6 Months
- Lead Unilever Sri Lanka client account on traditional media/ digital media planning, buying, central planning, market intelligence services and operations departments
- Driving a new market insight driven media planning and evaluation model
- Responsible for delivering annual media Qualitative KPIs and Digital KPIs
- Responsible for driving digital road map and data driven marketing journey
- Driving media efficiency and effectiveness through scientific media planning approach
Responsible for the delivery of FBL maternal category financials & medical marketing
operation with a team of 8 individuals
* Create an integrated information hub for marketing function as well as leadership team
on all consumer engagement projects working closely with agencies and give strategic
inputs to identify and drive brand growth
* Overlook in the areas of consumer insight, Media and Medical marketing activities
* Drive media efficiencies in media buying process, evaluate media proposals and align
the media initiatives to be in line with overall FBL strategy
* To lead the integrated communication planning approach in the Fonterra marketing
function aligned to overall FBL strategy
* Maintaining good working relationship with agencies sorting out any issues/ queries to
help uplift & motivate partner agencies
Key Achievements:
* Offered to manage the medical marketing operation along with maternal category
delivery with 7 other team members
* Offered to manage ‘Fonterra’ corporate brand pillar, which is outside responsibility of
the current role
* Offered to represent Local dairy development team on behalf on marketing function
to drive more consumer engagement in dairy development portfolio
- Working in the CMI role for Home care categories.
- Key responsibilities lies in terms of research coordination, market analysis, consumer insights, tracking brand performance and working directly with marketing function in brand building (BB) platform
- Lead consumer insights role in home care. Bring consumer stories to life and help marketing business partners to understand the consumer expectations, their anxieties and galvanize them in to marketing and brand plans
- Prepare presentation on brand performance. Analyze brands in terms of market share, distribution, competitiveness in the category and as opposed to other competition, penetration of brands within households, share of category requirement from our brands, consumption based parameters, brand equity measures, brand pyramid measures, brand and category attribute measures
- Prepare 6p notes for each brand in home care portfolio. Every 6P note consists of a brand performance on quarterly basis evaluating 6 key brand attributes. Every 6P note require multiple research sources and this is a uniform global template in the CMI community
- Help marketing business partners in terms of decision making based on following market indicators
1. Category/ Brand market share & distribution track
2. Integrated brand health track
3. Evaluate brand health indicators
4. 6P brand growth model
- Align and coordinate with continuous research partners (Nielsen Company, Kantar panel & Millward Brown) on regular basis
Key Achievements:
- Launched 6P notes for the first time in Sri Lanka
- Received recognition from South Asia CMI leadership for the work delivered in the year 2012 and recognized as one of the talented resources in the team
- Received recognition from Home care marketing team by helping them to achieve competitive USG target of 13% in the year 2012
- Rejoined Nielsen in July 2009 to handle Unilever Sri Lanka Retail measurement services client service account (Retail Audit). Unilever is one of the key clients for Nielsen in Sri Lanka and I was recognized as a key resource to be part of this key account
- Operating as the manager in a team consists of 3 researchers and 2 other team members. In this role I was responsible for team goals financial/ non-financial goals, team member development and client satisfaction
- Delivery of research presentations, research feedback, respond to client requests on time and working closely with Unilever CMI department were key objectives for the team
- Aligned with South Asia Unilever servicing team on client related responsibilities such as value addition, presentations, best practices and coverage analysis
- Represented Sri Lanka in International Client Solutions Team. In which, responsibilities lie in the areas of attending to global client requests from various countries and speedy delivery of information
- Consult prospective clients on best solutions for investments available in Dubai or any
of their Free Zones in UAE
- Generate new business for UAE on shore & off shore investment products such as
offshore accounts, off shore company setting up
Reason for leaving:
- Joined NDB bank as a management trainee in Emerging markets department
- Assisting, analyzing and reporting the Banks’ structured products designed for
emerging markets customers
- Develop a new system to track new business generation and upload customer
information and manage the database
- Analyze new customer potential, their financial strength to offer banking products
- Coordinate with air ticketing industry customers for their regular financial
requirements and to manage their working capital
Key Achievements:
* Developed the above mentioned system to manage new customer information
* Understand basic research concepts, Analyze, interpret research information in retail
measurement panel.
* Learn how to interpret data and perform learning within the team
* Maintain a good relationship with the clients and servicing regular basis
* Conduct retail measurement training for new clients
* Develop presentations on research information and present to assigned clients
monthly/ bi-monthly/ quarterly basis
* Work closely with team leader to develop new business and achieve team financial/
non-financial targets