Regional Brand Manager Fabric Care
Unilever Pakistan Limited
Total years of experience :17 years, 11 Months
• Working with the Regional team based out of Mumbai to lead the innovation agenda for Laundry in Pakistan
• Responsible for performance of the laundry Category across brands in premium, mid & mass segment (Surf Excel, Radiant & Sunlight) and for creating the category IBP by identifying key issues and opportunities for the business.
• Leveraging the understanding of the Pakistan consumer for creating and customizing the innovation mix. Responsible for bringing the voice of the local consumer through continues engagement and research.
• Working closely with cross functional teams to deliver projects on time in full. Responsible for stakeholder management with the Opco teams as well as Regional teams.
• Managing the innovation calendar across brands. Some key projects -
o Surf Excel - IBC creation and deployment of various projects
o Surf Matic: understanding changing consumer habits when it comes to machine wash and implementing that into the communication platform
o RIN - Communication development by providing consumer backed inputs that made the communication relevant to the local consumers
o Sunlight - Concept and communication development on the new project testing the concept on each and every step and making it Pakistan relevant though relevant and timely inputs. Testing the incidence and meanings of romance in the Pakistan context so as to input into the brand essences
o Cross category - Uncovering the triggers for driving conversion from bars to powder, initial work on raveling the insights and then formulated the concepts along with the regional project lead.
• Led the Continuous research team. Looking after 3 tracking studies i.e. Retail Audit, Consumer Panel, Dynamic Tracking and Shopper & Trade Researches.
• Responsible for handling Budgets for Continuous Research
• Conduced Brand Audit, where capabilities of all 3 tracking studies are combined to make brand plans for the year
• Developing and presenting value added analysis addressing business issues using integrated analysis from cross categories.
• Played an important role in assisting Brands make strategic business decisions
• Coordinating with different regional & Global colleagues for in-depth analysis using the 3 tools to generate insights that impact strategic business decisions
Major Projects:
• Transition SKU Study: Using all 3 CR tools cascaded a study that helped the CD team increase speed to market especially when SKUs are re-launched or go through gram reduction, highlighted the lag for LUX & Lipton
• Test Market Study for Fair & Lovely: designed a test market study using the Nielsen M&A tool to understand the acceptability of mid tier SKU in Strata-2 towns, this SKU was targeted at lower LSMs.
• Cosmetic Shopper Study: Used to deliver actionable POS material in line with specific consumer profile & touch points to increase the ROI for the Opco.
Team Lead for Unilever Client Service Team
Complete and independent handling of research services for Unilever
Giving client presentation for new categories as part of the business development program
Developing and presenting value added analysis addressing business issues
Delivering product training to Clients
Addressing and answering regional & Global queries & Analysis;
Training and developing Colleagues to enable transfer of knowledge & skills.
Received the Arthur C. Nielsen Award for building excellent client relations and increasing business volumes for the company
Major Projects:
• Lipton Tea Bag Retail Study: Using RA to highlight potential shops for Lipton Tea Bags. This resulted in incremental sales and revenues for Unilever beverages.
• Ice Cream Census: designed and implemented 2 waves of an exclusive Ice Cream Census for WALLS which resulted in the setting up of a one of it kinds Ice Cream Panel.
• Carried out a distribution study for Skin & Savory categories resulting in incremental and targeted distribution.