Senior Market Research Executive - Pepsi Co.
The Nielsen Company
Total years of experience :11 years, 1 Months
• Guided clients on Retail Measurement Services (RMS), and enhanced client satisfaction through streamlined deliverables and additional analyses where applicable.
• Responsible for the provision of insights and recommendations through business reviews and presentations; in addition to providing value-added analyses. This ensured the optimization of Pepsi Co. marketing strategies within the region.
• Collaborated with the Insights team right from the briefing to the delivery of the final reports; including the presentation of results.
• Liaised with various brand and marketing teams at Pepsi Co. in order to ensure that marketing strategies are streamlined to achieve set financial objectives and other operational indicators.
• Developed ongoing relationships with key stakeholders at Pepsi Co. to boost the business partnership.
• Maintained comprehensive, accurate, and insightful client business profiles, to be shared with
senior management.
• Championed the end-to-end market research process, from requirements analysis to final deliverables. This ensured that key consumer insights optimized marketing strategies.
• Acted as key strategic liaison between Henkel’s global marketing units, ensuring the cascade of global strategies through a local perspective.
• Restructured and implemented a market research tracker report guiding marketing strategy for the region.
• Pioneered a financial tracking report which is distributed to the MEA marketing and finance departments. This increased accuracy in the forecasting and budgeting of market research.
• Responsible for the maintenance of Henkel’s global market research database, providing global stakeholders with new market insights for the MEA region.
• Key contributor to the development and design of marketing materials for the Central Nervous System (CNS) and Cardiovascular System (CVS) therapeutic areas. This equipped medical representatives with the right tools to provide solutions to health care professionals.
• Optimized global campaigns for Asthma and Chronic Obstructive Pulmonary Disorder (COPD), educating the local population about these disorders, and their treatment.
• Sourced internal and syndicated data to create a consumption and activity tracker for GNE Respiratory team. This enhanced the department’s resource management.
• Organized the World COPD day awareness campaign in the GNE and MEA offices, educating all local and regional employees about COPD, and its treatment.
• Detailed evaluation of internal data, yielding efficiencies which allowed the business to optimize company operations.
• A key proponent in the expansion of Mars' distribution and portfolio coverage to new non-traditional markets, through brands including Mars, Twix, Snickers, Galaxy and Uncle Ben’s.
• Optimized sales through key accounts yielding monthly sales of approximately AED 1 million.
• Oversaw a team of seven van salesmen and three merchandisers ensuring optimal portfolio coverage, pricing, and in-store presence.
• Championed the maintenance of customer satisfaction, whilst achieving organizational targets, thereby ensuring sustainable growth.
• Analyzed various market research data on Fonterra brands and its competitors.
• Analyzed various TVCs of dairy products, and conducted comparative analysis between competitors, the leading brands in the food industry.
• Went on field visits and compiled reports on findings.
• Conducted in-house testing sessions on cheese products
• Created presentations on research data and field visits’ findings, and presented them to the Marketing Director and Marketing Manager.
• Assisted in various activations and launches for the cheese division.
Completed my Undergraduate degree in Business Administration, with a focus on Marketing, in 2012. In addition to my Business / Commerce and Marketing core and advanced courses, I also completed courses in Music (Advanced Choral music, and basic Piano) as well as Communications (Public Speaking, Writing for Business, Research).