Senior Account Manager and Business Leader
J. Walter Thompson
مجموع سنوات الخبرة :13 years, 8 أشهر
• Managing total clients’ portfolio communication, delivering full brand building toolkits across mediums
• Improved brand consideration and likeability overcoming perception and trust issues
• Fostered market intelligence efforts and created a platform to capture, track and share market knowledge
• Drove rapid expansion in market for new offerings - overcoming long market leaders by +10% market share
• Devising Go-to-market strategy for new propositions and products on the market
• Headed the annual regional market and consumer assessment research for Telecommunications and FMCG
• Leading teams to create, develop and execute winning concepts and campaigns to grow brands and business
• Acting as the brand guardian for visual identity and equity building activities across touch-points
• Setting communications strategies, establishing and strengthening communication platforms and brand equity
• Generating business and competitive reports and recommending action plans to reach full market potential
• Managing client relationships by providing key strategic initiatives, identifying issues, recommending and implementing solutions
• Established workflow practices to facilitate client/agency processes and approvals
• Recognized for building, leading, managing and training high performance teams while managing and mentoring subordinates
• Tracking and monitoring clients’ accounts receivable and reporting to Finance and top management, resulting in fewer billing and payment errors
• Conducted analysis and periodical reviews of the brand, competition, category trends and consumer insights to drive the brand equity and capitalize on potential
• Developed, managed and tracked marketing communications budget of multi-millions in EGP
• Create holistic, goal-oriented communications strategies for various top clients for NGOs, governments and charities, based on audience research, message development, core content, action opportunities and constituent data
• Provided tailored marketing strategy guidance and recommend highly customized solutions to meet the marketing and business needs of clients
• Developed the product/business online strategy and performed ongoing business analysis to track progress
• Assessed brand equity and identified the most important messages for key audiences of the client
• Recommended, prioritized and deployed an appropriate mix of communications strategies and tactics in the digital space to drive brand awareness, engagement, and purchase / trial
• Developed cross-channel messaging arcs with specific guidance on online brand persona and tone of voice
• Led cross-functional innovation team and assist business development staff with creative and strategic outlines as part of the proposal process and develop online branding strategy for clients
• Cultivated consumer understanding and insights that defines prime prospects’ needs, interests and online behaviour to create stronger and more impactful brand experiences
New products launch:
- Lead market research work to identify relevant touch points and communication plan choices for Super Premium products
- Manage central budget spending and define guidelines for cascading choices
- Elaborate communication plan choices and development of Super Premium PR template (pre, at, post-launch)
- Manage creative agencies on-boarding, briefing and feedback
- Lead packaging design process and coordinate across functions and with global team
- Develop and qualify commercial and on-pack claims and legal clearance
- Lead consumer research to identify habits and key insights for communication message strategy
- Develop initiative toolkit and deployment for markets
- Lead internal CEEMEA alignment process (documents/ presentations) for new launch
- Team management (R&D, product supply, legal, PR) and coordination across functions
- Review of channel and customer-specific trade plans and provide solutions in consistency with marketing plan
- Commercial IP work (clearing, filing and trademark registration)
- Lead copy testing process, reports analyses and recommendations for changes to implement
Brand equity and visual identity:
- Translate brand strategy into new communication message umbrella
- Analysis of key markets, competitors and consumers trends
- Develop new pricing strategy and competitive packs sizes
- Lead work on new visual identity and development of equity book for markets
- Lead new concept and new design development and qualification with consumer
Brand website development:
- Schedule and agency management and design feedback
- Define strategy for social media platform and guidelines for online brand equity
- Business letters for CEEMEA lead team with markets analysis and recommendations
- Conduct analysis and periodical reviews of the brand, competitive, category and consumer trends
Organizational projects leader:
- Lead campus activities for University of Geneva
- Artwork process optimisation
Commercial innovation:
- Design development and communication message for product leaflets
- Development and schedule ownership for the initiative toolbox (copy, POSM, PR, etc.)
- Agency management and project management across multifunctional team
- Initiative deployment presentation to markets and business unit lead team
- Support to product supply function for in-pack leaflets and Shelf-ready packaging production
- Agency management and project management across multifunctional team
Brand Expansions in CEEMEA (Kazakhstan, Bulgaria, AP):
- Lead work and process for trademark freedom to use and registration for new markets
- Develop launch toolkit (pre, at, post - launch)
- Assess launch plans and issue recommendation
- Project management for companies business events.
- Identify and develop new clients segments
- Events and tours organisation for private and companies accounts
- Back office management and invoicing