Brand Manager
Atlas Battery Ltd
Total years of experience :17 years, 5 Months
ACHIEVEMENTS:
§ Successfully created a new battery category in the market by launching Atlas Hybrid whose campaign is still running on Television, Radio, OOH, Print and in the Digital sphere.
§ Spearheaded the product development and subsequent launch of a new brand, Battery Tonic, which is gradually becoming a success story with over 1 million units sold in the first year alone.
§ Initiated the brand activation activities in the guise of free battery check-up in numerous campaigns including Pakwheels Auto Festival, Dreamworld Car Rally, Sunday Bazar and at Dealer Retail Shops all over the country.
§ Created the social media presence of AGS \[Facebook, Twitter and Instagram\] for the first time.
§ Negotiated a sponsorship deal with Pakwheels AutoShow management for three events that saved the company approximately Rs.3.3 Million.
§ Leveraged brand essence of AGS in such a way that it won the Brand of the Year Award.
§ Created The AGS RoadShow that carried out brand activations in cities and towns all over Pakistan.
§ Successfully exposed AGS brand to international market by participating in Automechanika Exhibition Dubai through Trade Development Authority of Pakistan saving more than Rs.200, 000.
§ Presented the New Brand Positioning Strategy to the Atlas Group Directors that was unanimously approved.
§ Successfully rebranded MCB product packaging along with a sales promotional campaign using scratch-cards that was leveraged through social media, email and print media.
§ Conducted a comprehensive study of Motorcycle Battery Market and created a strategy for capturing the dominant share of MCB market.
§ Conducted a comprehensive market study of Karachi, Lahore, Rawalpindi, Faisalabad, Sahiwal and Multan region regarding the impact of the 6 months free warranty coupled with an analysis of the competitor brands which helped save the company Rs. 3.3 Million.
§ Initiated email marketing to promote product updates, brand campaigns and latest offers amongst the target market.
§ Created a uniform product and packaging design and successfully implemented it across 50 different products in conjunction with the Procurement, PPC and QA departments.
§ Conducted a comprehensive study and analysis of UPS Market and the ancillary UPS Battery Market and proposed recommendations for leveraging the opportunities that this market offers.
§ Created the Marketing Manual of the entire marketing department defining the objectives, roles, functions and SOPs of all sub-departments.
§ Organized and managed the Atlas presence at the Jetro Japanese Tradeshow in Karachi.
§ Successfully completed a brand export project for Sri Lanka.
RESPONSIBILITIES:
Managing three different brands- AGS, Battery Tonic and Atlas Hybrid worth Rs.16 Bn \[$156 Million\]
Working on the market research and product development of a new brand.
Create the three year marketing strategy.
Create the annual business plan for the marketing department.
Budget for the entire Marketing department inclusive of sales.
Execute the brand strategy in accordance with the annual plan.
Manage the digital agency for creation and execution of the digital campaigns.
Manage the BTL agency for conception and execution of brand activations.
Plan and execution of Print Media, OOH and Electronic Media Campaigns.
Coordinate with the procurement team for packaging design implementation.
Collaborate with the Technical Services Team for execution of check-up campaigns.
Handle Brand Audit through Nielsen Qualitative and Quantitative Study.
Present the Marketing Activities at the Sales Conference.
Part of the Cross Functional Team that studies Thailand and Indonesia battery market to acquire new technology battery from there for introducing in Pakistan.
Achievements:
1. Managed two different teams successfully which crossed the weekly production target frequently and one of them beat the all-time record for the second best production run.
2. Set up an industrial laser printer at Dadex to replace the old method of embossing on the sheets and trained workers myself to operate the device successfully.
Responsibilities:
1. Worked as a production engineer on their corrugated sheet production plant managing 40 people under me.
2. Prepared the weekly production as well as the maintenance schedule.
3. Coordinated with the maintenance department for ensuring spare parts of mission critical components were ready on time.
