Faizan Sangani

JOB ROLE:

To manage Cool & Cool range of products, its communication strategy and Brand Plan. Planning and executing all New Pack Launches, Consumer Promotions and Activations from conceptualization to deployment
To manage the trade marketing plan and budget across the region including promotional offers, promotional packaging, POP materials, primary and secondary rentals, in-store activations and other BTL activities
To monitor sales and liaising with Regional sales teams to ensure smooth deployment of plans and gathering marketing intelligence. Collaborating with Trade Category teams to grow share in local Modern Trade
To plan and execute ATL/BTL activities for the purpose of enhancing sales and brand building while coordinating with the media agencies,
To deploy plans to improve market share and profitability and managing the P&L of the brand. Responsible for achieving brand health KPIs
To monitor customer behavior, market feedback & competitor activities to determine positioning of the product amongst other brands.
To explore opportunities for innovation within the category and category growth by conducting and collating consumer research data, extensive understanding of category and regional projects.
Responsible for managing complete 360 degree brand plans and communication strategy including media (online and offline), sales, cross-category coordination, activation and market research.
Managing a team consisting of brand executives and trade marketing managers.


KEY ACHIEVEMENTS:

Independently handled the product development, contract negotiation and launch of co-branded Kids hygiene range as an official licensee of Warner Brothers
Planned & designed the launch of indigenous sub-brand, Dr. Cool Significant improvement in brand revenue with double digit growth year on year in addition to bolder pricing strategies due to increased differentiation vs. other brands
Introduced digital marketing and other new media such as mobile marketing as an integral part of the marketing system, with an objective to significantly reduce cost and increase ROI, thereby affecting the bottom-line in a positive way.
Repositioned Cool & Cool with a differentiated brand proposition of ‘premium family hygiene brand’
Collaboration with Ministry of Health to promote hygiene practices within schools and hospitals to encourage healthy living


Events Portfolio:

Maldives International Exhibition in Male
Cool & Cool Cup Pakistan vs Srilanka Cricket Series - Sri Lanka
Cosmoprof Worldwide - Bologna-Italy
Cool & Cool Cup Pakistan vs South Africa Cricket Series - UAE
Cool & Cool Cup Pakistan vs Australia Cricket Series - UAE
Iran Exhibition 2011 - Tehran
Cool & Cool Cup Pakistan vs Bangladesh Cricket Series - Bangladesh
Tanzania Trader Fair 2010
Cool & Cool Cup Pakistan vs South Africa Cricket Series - UAE

To manage all the categories of Cool & Cool range of products including Skin Care, Baby Care, Hygiene, Wet Wipes, Paper, Hair Care etc.
To closely analyze sales volume, market trends and competitive activities and devise activities accordingly.
To carry out detailed analysis of sales trend and competitive related activities.
To plan of ATL/BTL activities to increase sales and brand building.
To coordinate with the media agencies, creative agencies and production agencies
To engage in media Planning of advertising campaigns with TV, Radio, Print and online.
To develop brand building and brand awareness ideas and worked with other business unit team members.
To execute of corporate events and major activities that best promote the brand
To develop planogram of product categories along with the visual merchandisers
To participate in product development activities.
To carry out monthly analysis of previous performance and future plans.
To manage the trade marketing plan and budget across the region including promotional offers, promotional packaging, POP materials, primary and secondary rentals, in-store activations and other BTL activities.
To coordinate with the sales team to ensure product availability and proper implementation of planograms.

• Marketing Executive
2010 MAY: ABC International Ltd. - Cool & Cool
DEPARTMENT - Marketing

o Reported directly to Brand Manager
o Assisted in developing and execution of marketing plans.
o Managing of production of marketing materials such as flyers, posters, leaflets etc.
o Monitoring competitor activities.
o Managing on ground activities such as exhibitions, road shows etc.

• INTERNSHIP
2009 JAN - Orient Advertising
DEPARTMENT - Client Service Department