Brand Manager, Corporate Marketing
Emaar Properties
Total years of experience :10 years, 2 Months
- Manage marketing campaign for upcoming property development / master plan launches: naming and developing look and feel of project, as well as, creating tactical awareness drive behind digital, print, e-mail blasts, sms & outdoor multimedia advertising
- Develop concept, customer journey, design, production, installation and management of Emaar stand at Cityscape, Oct 2013
Scope of the Work :
- Accelerate Duracell category development index & numeric distribution growth in Traditional Trade through trade marketing initiatives (push) & direct to consumer activity / promotions (pull)
- Push trail & believability of Duracell claim forming strategic partnerships behind a commercial plan & leveraging one company approach (Gillette) to drive zinc conversion
- Achieve record share within alkaline through focus on FMOT fundamentals, tiering, joint business plans together with a strong sales team focus & exploitation in Modern Trade
- Lead innovation/offering through portfolio expansion (launched Ultra power with ‘Power Check’ technology & rechargeables)
- Analyse market trends & competitor activity within battery category to target regional campaign activities & develop competitive response model
Achievements:
- Instigated category turnaround with alkaline segment growing to become larger than zinc
- Highest ever value & volume share in both total batteries & alkaline segment
- Duracell business doubled in 3 years (value)
Scope of the Work:
- Lead premium & luxury fragrance brands across wide geography (37 distributors in 17 countries)
- Deliver largest ever Lacoste initiative, executing innovative 360 degree holistic marketing campaign in KSA, UAE & Kuwait (Instore, TV, Print, Online, Outdoor, sampling, events)
- Focus on business drivers by fuelling classic lines (70% of business) & integrating their success to launch new initiatives: ‘Win with Winners’
- Develop engaging trial initiatives as a key conversion tool, capitalising on consumers receptivity
- Leverage fashion house success & strength to collaborate on sponsorships, events & in-store promotions (Dubai Tennis Championships)
- Implement & manage all marketing plans and budgets $5 million budget)
- Plan all advertising & PR campaigns, manage the annual media plan, & direct agencies to target coverage in the right publications
Achievements:
- Total Lacoste is +12% vs. YA
- Lacoste Love of Pink ranked no 1 female fragrance for full launch month in Faces (KSA), Debenhams (UAE, Kuwait) & VaVa Voom (Kuwait)
- Lacoste Love of Pink launch highlighted by Global President as Best in Class Initiative
- Involvement in the whole brand lifecycle, from planning/ inception to implementation across variety of sectors (Financial, FMCG & Service Industries)
- Facilitation of range of qualitative & quantitative methodologies: depth interviews, focus groups, client workshop facilitation, consumer closeness & in-store intercept interviews
- Management of multi-country projects
- Clients worked with include: Procter & Gamble, British Airways, Danone, Colgate Palmolive, Kellogg’s & Kraft
- Involvement across variety of shopper behaviour studies including, purchasing behaviour, category management, POS evaluation, store format evaluation & development
- Gained solid grounding through formal & on-the-job training in all aspects of market research, including research planning / design, advanced moderation techniques, project management, commercial awareness, analysis and writing, presentation theory & practice