Category Marketing Manager (Culinary)
Nestle
Total years of experience :22 years, 6 Months
• Managing 2 Brands in 4 Categories - 53% of Culinary Business Division revenue:
- Instant food (Noodles, Potato Puree, Soup),
- Seasonings
- Soya Sauces
- Base for Soups and second dishes
• Managing 5 team members.
• Leading categories strategy development and implementation in 3-5 years prospective.
• Managing Marketing mix and Activities implementation in 12 months prospective.
• Responsible for Brands positioning and Communication development.
• Leading pipeline creation and NPDs development.
• Managing cross-functional teams and stakeholders involved.
• Fully responsible for Categories Market share and P&L (top-line and bottom-line results).
Managing 5 brands in Water and Juices categories: Al Ain, Alpin and Al Bayan Water brands, Kids juice-based brand Capri Sun, and Al Ain Fresh Juices.
Managing 2 Senior brand managers and Junior brand manager.
Main responsibilities:
Development and implementation of ATL part of marketing mix and support to Trade marketing department.
New products development under Al Ain and Al Ain Fresh brands.
Al Bayan PET re-launch leadership.
New packaging development.
Portfolio analysis and optimization.
Sales analysis and P&L control.
Budgets planning and control.
Brands’ strategy development.
NPD pipeline creation.
Media planning, realization and control.
Critical experience:
1) Development of new product lines / sub-brands for Al Ain, Al Ain Fresh and Capri Sun.
2) Participation in Alpin re-launch on the UAE market (Feb’16).
3) Leadership in Al Bayan PET re-launch as a “Fighter” brand (Mar’16).
• Managing 2 brands: Premium juice brand “Sandora”, Kids juice brand “Sandorik”.
• Managing Brand manager and Junior brand manager
• Main responsibilities:
o Brands’ strategy development and realization
o Development and implementation of full range of marketing mix (ATL and BTL).
o Media planning, realization and control
o New products development under Sandora and Sandorik brands
o Planning and realization of PR activities for Brands and Juices Category
o Budgets planning and control
o Researches implementation (full range of qualitative and quantitative researches, Insights search, LINK, Nielsen, U&A, Tracking, etc.)
o New packaging development and renovation
o Portfolio analysis and optimization
o Analysis of Market dynamics and Competitors environment
o Sales analysis and P&L control
• Critical experience:
o Development and launches of new product lines / sub-brands for Sandora: Juice for Breakfast (2012), Vegetable juices (2013).
o Multi-markets project implementation - Glass bottle premium proposition for HORECA (2014) - Ukraine and Russia project.
o Communication development: Equity Copies, Breakfast TV copy, Vegetable TV copy.
o Full range Sandora pack re-design (2011)
o Launch of new Sandorik pack format - product for older children (wider TA).
o Development of brand hero for Sandorik for wider TA.
Responsibilities:
Created and managed Kid's Internet shop.
Marketing consultancy for small business:
- in B2C marketing.
- in digital marketing.
Achievements:
Doubling or tripling of client' business after consultancy.
Client' decision not to sell the business after consultancy.
Increase number of participants in client' trainings.
Managing Rastishka Kids dairy brand
Main responsibilities:
Development of new Rastishka sub-range products
Conduction of all researches for Rastiska brand and managing research budget
Media plan management and active involvement into brand media strategy
Copies development for two TA: Mums and Kids (mainly equity but also promo and for new launches)
Clinical (medical) study preparation
Active involvement into brand’ strategy development process
Packaging development
Main achievements:
Double digit growth for Rastishks in 2007 and 2008, brand became one of the main priority brands for Danone-Russia
Participated in shooting of 16 TV copies for the brand.
Managing 3 brands Actimel, Activia and Danone yoghurt (60% of the UKR CANN)
Managing 2 JBM
Main responsibilities:
Participation in Brands’ strategy development
Participation in development and implementation of full range of marketing mix (ATL and BTL). TV- mainly adaptation of international copies.
Participation in Budget planning and full responsibility for it’ control
Participation in Media planning and full responsibility for it’ control
Researches implementation
Medical marketing for Actimel and Activia
Portfolio analysis and optimization
Sales analysis, Market dynamics and Competitors environment analysis
Biggest achievements :
Doubling Actimel in 2005 (and grow +79% in 2006)
Achieving WW record growth for Danone during Actimel challenge promo (Q1 2005)
Recommendation of Actimel Acceleration Unit for using Ukrainian testimonial format WW.
76% of Ukrainian doctors support Actimel thanks to launching health marketing program in Ukraine.
During the process of new Marketing Director search.
Managing 5 brands Actimel, Activia, Rastishka Danissimo and Danone-yogurt
Managing 1 BM and 5 JBM
Reporting directly to GM
Managing Strategy for whole portfolio, complete Marketing mix (ATL and BTL), Media planning, Medical marketing activities, Marketing, Research and Media Budgets and relations with Creative and Media agencies
Main achievement - Danone-Ukraine finished the year with +61% volume growth vs.2005
Junior Brand Manager Danone Ukraine for Danissimo & Rastishka brands
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