Manager Trade Marketing – EM Central (MENA region)
adidas Emerging Markets
Total years of experience :17 years, 9 Months
Main responsibilities
Campaigns (EM Central area):
• Below the line Annual Plan presentation to all Key Account customers.
• Below the Line Global and Local Campaigns planning and execution across countries belonging to Emerging Markets Central area (Key Accounts, Field Accounts, Franchisee).
Activations (EM Central area):
• BTL annual consumer activation ideas development, execution and evaluation for adidas Own Retail, Franchisee, Key Account and Field Account Channels across Emerging Markets Central area.
Staff Incentive and training (EM Central area):
• Staff Incentive activation development for Key Accounts.
• Staff training tools development for Retail, Franchisee, Key Accounts and Field Accounts.
• Staff Training activities development for Retail, Franchisee, Key Accounts and Field Accounts.
Store Openings (EM Central area):
• adidas Shop in Shop store openings support - POS package
• Key Account - support provided for customer own fixtures environment.
• adidas Shop in Shop POS maintenance across the main Key Accounts
Main responsibilities
Campaigns:
• Below the line Annual Plan presentation to all Key Account customers.
• Below the Line Global and Local Campaigns planning and execution across GCC countries in the following Key Accounts: Sun and Sand, Go Sport Al Mana, Retailcorp (Modell’s), Sports One (Landmark group), RSH, Intersport, Footlocker, TAF Ali Al Wahab, Courir, Level Shoe District.
• Customized Below the line executions for Sun and Sand, Go Sport Al Mana and Level Shoe District.
Activations:
• BTL annual consumer activation ideas development, execution and evaluation for adidas Own Retail, Franchisee, Key Account and Field Account Channels across GCC countries.
Staff Incentive and training:
• Staff Incentive activation development for Key Accounts.
• Staff training tools development for Retail, Franchisee, Key Accounts and Field Accounts.
• Staff Training activities development for Retail, Franchisee, Key Accounts and Field Accounts.
Store Openings:
• adidas Shop in Shop store openings support in Sun and Sand and RSH stores - POS package
• Key Account - support provided for customer own fixtures environment.
• adidas Shop in Shop POS maintenance across the main Key Accounts (Sun and Sand, RSH, Retailcorp, TAF Ali Al Wahab) - +35 Shop in Shops in GCC.
New Projects:
• adidas Shop in Shop customized solution development and execution for Field Accounts and Key accounts.
• Stella Sport areas development - pilot project across GCC.
Main achievements
• +30 campaigns executed in 2014
• +25 store openings in 2014
Main responsibilities
• Marketing Plan definition and execution for the main key accounts: SPORT ZONE (the biggest Sport chain in Portugal, with some stores in Spain), THE ATHLETE´S FOOT (sport and fashion sport chain operating in Portugal) and HOLMES PLACE (The biggest gym chain in Europe)
• Sell in and sell out mechanics development for each Key Account.
• Marketing activities presentation, management and execution (ATL, BTL, Digital marketing and Social networking) for each Key account.
• Direct support to adidas sales team ( Key Account Executives) on key account management.
• Marketing activities evaluation through sell in and sell out monitoring.
• Events organization.
• Key Accounts Staff training activities organization.
Main achievements
• The Athlete´s Foot - adidas net sales growth in value (sell in) + 30% 2011 vs 2010 and +18% 2012 vs 2011
• Sport Zone - adidas net sales growth in value (sell in) + 5% 2011 vs 2010 and +13% 2012 vs 2011
Main responsibilities
• Annual Marketing plan development and execution for Bom Bocado Brand (Sonae Horeca Brand)
• Brand strategy definition for two different concepts: Coffee shops and Restaurants
• Annual Promotional plan definition - BTL communication:
o Bi-monthly menus launch
• Store opening marketing activities definition and execution
• Budget management
• Internal communication development:
o Content development for several supports: e-news, insite banner and digital newsletter
o Responsible for brand site launch working with several design agencies
• Store image conception development coordination: creative approach development coordination for both Coffee shop and restaurant concepts, Logo development coordination for Restaurant concept, Creative development coordination for in store communication supports.
• Media: press releases content development, newspaper advertising negotiation
• Analysis: competitor´s analysis, sales analysis, customer profile analysis - customer loyalty card, geographic consumption index, product margin analysis for bi-monthly menus launch
• Reporting directly to Marketing board and responsible for an assistant.
Main achievements
• Sales growth in value for coffee shops after Bi-monthly Menus launch (10% growth in May, 2009 vs Like for like and 20% growth since Menus launch - May 2009 until February 2010)
• Image consistency execution across all coffee shops.
• Restaurant image development
• 10% Sales Growth 2009 vs 2008 after the annual promotional plan execution.
Main Responsibilities
• Responsible for brand management: (Emmi, Tigre, Rosenborg, Fratelli Polli and Arla Foods), Marketing plan development, stocks management, purchase orders, sales analysis, retail price definition for each product and promotional activities development and execution.
• New brands launch: Noble e Jules Destrooper
• Responsible for 2008 Easter campaign (Ramazzotti and Vanparys brands): Marketing presentations, sales forecast, Sales analysis, orders and stock management, Marketing Mix development.
• Responsible for Noble and Belgian Finest management: sales forecast, purchase orders, point of sale promotional activities, Campaign negotiation with main Hypermarket chains, Marketing Mix definition.
• Easter Campaign 2009 (Ramazzotti and Vanparys brands): New Packaging development, range definition, new brand positioning development.
Main achievements
• 5 % sales growth in volume and 8% in value in Chocolates brand range during Xmas Campaign.
• Cheese brand range sales growth: 12% in volume and 20% in value from October 2007 until June 2008.
• Easter Campaign 2008: 8% sales growth in value.
William Lawson´s special Xmas packaging development coordination and execution with Bacardi Martini purchase department.
- William Lawson´s price strategy development and execution.
- Jack Daniel´s new strategy development and execution for on-trade channel.
Budget management - All brands
Media Plan development 07/08 - William Lawson´s, Jack Daniel´s and Dewar´s.
Amarula brand re-launch in the Portuguese market (POS development, tasting activities development and execution for on and off-trade channels, sales kits and internal incentives development and execution for sales force).
Consumer reviews coordination for Bacardi new launch
Main achievements
2006/07
Great sales growth of 50% in William Lawson´s new Whisky and William Lawson´s 12 years vs previous year during Xmas.
William Lawson´s Market share increase - in the previous year the brand was the 5th player in the market, with 7% of MS and ended this year 06/07 (after Xmas Campaign) in 3rd place with 12% of MS.
2007/08
Amarula: 12, 5% of conversion index (1 in each 8 persons that tasted the product, buy it) through tasting activities in hypermarkets.
William Lawson´s 12 y: Became in 1st position (Total whisky market) in terms of volume and value due to the new Xmas packaging special design development by the Portuguese marketing team.