Senior Brand Manager - Corporate Division
Transmed
Total des années d'expérience :17 years, 9 Mois
Responsibilities:
Responsible to Lead and deliver the annual Brand plan
Lead consistency of in-market execution of brand iconic assets (artwork, e-content, TV copy, POSM, etc.) across all touch-points.
Ensure on-time and relevant brand (incl. innovation) elements to win in the market place.
Deeply understand consumer behaviors, customers, competitors, influencers, markets & anticipate trends and recommend competitive response plans.
Recommend investment and budget choices and manage the P&L of the brands
Responsible for Yes Brand in Lebanon.
Responsible for building brands for the Syrian Market.
Responsible to ensure that category volume/value and Real Internal Growth (RIG) are achieved for the country within category allocated budgets
Implement and maintain the core range distribution by channel. Analyze and recommend action plans, when needed, on numeric distribution and planograms
Ensure efficient implementation & evaluation of POS Material based on picture of success and merchandising guidelines in alignment with the sales team (quantities & timelines)
Lead and execute regional activities & country specific promotional process per category based on regional and local promo strategy (defining objectives, briefing, and implementation)
Jointly responsible (with Channel Managers/ KAM’s) for defining and optimizing trade spend strategy and allocation, annual budgets and investment with duties to track and optimize trade expenditure
Jointly responsible (with Supply Chain Department) to ensure stock availability in warehouses based on allocated regional targets
Lead, develop and accelerate shopper understanding based on insights in order to create/enhance specific POP drivers
Analyze Retail Audit /Sell Out reports and provide recommendations to gain market share, and enhance the numeric & weighted distribution
Responsible to conduct market visits in the country across all channels focusing on POP drivers, shelf life, and competitor activities. Based on shopper observation, recommend actionable in-store solutions within the trade channels
Lead the Monthly Sales Review (MSR) process at country level and participate in the Monthly Business Planning Cycle (MBPC) meetings
Handled Refrigerator and Microwave business in KSA (Market Leader)
Developed and execute go-to-market strategies for product launches in conjunction with key internal and external stakeholders (channel partners, media, PR, & AD agencies)
Prepared, reviewed forecast accuracy for the assigned product to ensure proper inventory holding
Rolled-out marketing campaigns with the ultimate goal of enhancing the brand power, Market share and sales
Built visibility and preference at the retail level through impact-full branding and innovative POP execution
Initiated and facilitated market research activities to gain actionable customer insights
Managed efficiently allocated budgets in line with business targets & ROI
Analyzed GFK retail audit data on monthly bases and presented it to top management
Developed and executed 360 degree media campaign for Yamama Cake Brand is KSA
Identified and created operational plans to achieve brand and marketing objectives
Ensured achievement of budget in market sales, and branded profitability for the assigned brands
Created and implemented plans for new product launches
Worked closely with R&D, Procurement, Planning, Finance to ensure cooperation on the development and / or launch of new products
Prepared and presented monthly business review to the management and sales force
Conducted regular retail audit analysis and branded health checks
Commissioned consumer and brand research studies with research agencies
Lead various brand activation events for new product launches and product re-launches
Worked closely with Sales and Marketing team to achieve the category objectives through category-focused studies, including trade analysis, audit reports, sales achievement, and coordination/follow up on all category tactics including promotions, activities & market research
Developed reports to closely monitor the sales of the category and the products within the category
Coordinated with internal (QA, Sales, Production, Material) and external (advertising, media, sampling agencies)
Coordinated the promotion activities with the sales department by category and by channel.
Issued the production related activities for each promotion with a proper follow up with concerned departments
Briefed the creative team about any advertisement that needs execution from their end
Conducted monthly market visits into the market
Handled Qualitative and Quantitative Projects
Analyzed data from numerous studies to identify purchase behaviors and consumer perceptions for client and competitive brands.
Organized and present research findings to executive clients, while developing client relationships and increasing account size.
Recommended proper brand segmentation, target markets and target demographics.
Developed research methodologies and research questionnaires.
Contributed to account profitability by recognizing operational inefficiencies and appropriately allocating team and company resources
Coordinated all local and international orders; for both Patchi branches and authorized outlets.
Oversaw production quality and advised on methods to improve quality and efficiency in the production process.