Bayt.com

Submitting more applications increases your chances of landing a job.

Here’s how busy the average job seeker was last month:

Opportunities viewed

Applications submitted

Keep exploring and applying to maximize your chances!

Looking for employers with a proven track record of hiring women?

Click here to explore opportunities now!
We Value Your Feedback

You are invited to participate in a survey designed to help researchers understand how best to match workers to the types of jobs they are searching for

Would You Be Likely to Participate?

If selected, we will contact you via email with further instructions and details about your participation.

You will receive a $7 payout for answering the survey.


User unblocked successfully
Natascha Edelmann, Head of Marketing

Natascha Edelmann

Head of Marketing·Galadari Ice Cream Co.

United Arab Emirates

Master's degree, Double: International Business and Marketing

Work experience

Total years of experience: 19 years, 4 months

Head of Marketing

February 2013 - October 2016

Galadari Ice Cream Co.

February 2013 - October 2016

Responsible & accountable for all marketing activities for the largest Baskin Robbins franchisee in the world (700 QSR outlets); Retail; HORECA; reporting to GM; managing a team of 6x.
Achievements:
1) Lead brand marketing team to develop strategies and business plans for a $200mm international business focusing on driving traffic, increasing average check and growing profitability. Last 3yrs CAGR: Revenue +22% NP +15%.
2) Achieved the highest Brand Equity Index ever of 7.8 in 2014, and the highest TOM awareness and "brand recommendation" in March 2015. (KSA)
3) Executed the Expo 2020 "Baskin Robbins Free Ice Cream" Campaign which was the "most trending item on Twitter", world-wide, 2013.
Opened the 650th Baskin Robbins parlor which included CNN, SKY News, for Chairman and CEO of Dunkin' Brands Int. 2013.
4) According to YouGov achieved nr. 1 " Top Buzz" ranking in UAE total Dining category and most improved (buzz) in 2013, & 2014.
Company industry:
Catering, Food Service, & Restaurant
Job role:
Management

Head of Marketing

August 2006 - November 2011

The Masafi Co.

Dubai, United Arab Emirates

August 2006 - November 2011

Responsibilities:
Annual Business Plan development and presentation to Masafi chairman & Board.
Define marketing strategy for the GCC and core export; markets incl. Japan.
Corporate Re-branding of Masafi, and drive growth strategy through innovation.
P&L responsibility, Call center Mgt, Trade Mark and legal responsibilities.
Execute effective award winning 360 communication campaigns; Public Relations, Website, on-line development and maintenance, corporate social responsibility.
Build and grow agency relationships and manage 11x marketing and call center professionals.
Achievements:
Doubled Masafi case volume, quadrupled revenue, expanded our product categories from 3x to 8x, increased our SKUs from 23x to 120x and doubled Masafi profit.
Won 6x awards in the area of Marketing and Sustainability incl. "Brand of the Year."
Company industry:
FMCG
Job role:
Marketing and PR

Regional Account Director

April 2004 - November 2005

Saatchi & Saatchi

Dubai, United Arab Emirates

April 2004 - November 2005

Responsibilities:
All ATL development, including guiding client strategically on their full brand portfolio. Created and interpreted analysis to support marketing recommendations. Worked on business development team incl. global account director to develop new client proposals.
Achievements:
Developed GEMAS award winning new product launch campaign for "Best new Product Launch" - Kiri Al Jara.
Achievements:
Developed GEMAS award winning new product launch campaign for "Best New Product Launch" - Kiri Al Jara.
Produced 3x full 30" TVC ads for La Vache Qui Rit, Kiri Portions and Al Jara.
Played key role in Qatar Airways, Unifrutti and Mall of Emirates pitches.
Company industry:
Advertising
Job role:
Customer Service and Call Center

Senior Brand Manager TANG

November 2001 - April 2003

Kraft Foods

Dubai, United Arab Emirates

November 2001 - April 2003

Responsibilities: Developed and delivered annual marketing brand plan in respect of volumes, market share and margins in the GCC. Tang is the largest brand for Kraft in GCC. Generated marketing campaigns and determined appropriate Media-mix. Worked with R&D for formulating new products and recipe / packaging cost management.
Achievements: Led the development of advertising strategies and copy for TANG Plus Calcium 30" and the new TANG Flagship 30" TV Commercial. Supervised successful new Tang packaging launch, which included the development of a surround sound bilingual advertising campaign in the GCC (TV, Print, PR, POP, and Outdoor) which led to the highest Top of Mind TANG brand awareness ever in KSA. Ensured excellent in-market execution in 225 key outlets in the GCC. Identified USD 2.2mm in potential productivity savings through new consumer packaging formats for Tang.
Company industry:
FMCG
Job role:
Marketing and PR

Brand Manager GCC

June 2000 - October 2001

Kraft Foods

Dubai, United Arab Emirates

June 2000 - October 2001

Responsibilities: Transitioned brand & agency team from London to Dubai offices. Manage & Develop brand P&L, image and positioning. Develop ATL/BTL marketing initiatives to sustain share, equity and profit KPIs.
Achievements: Managed the development of a new KRAFT Cream Cheese Spread Flagship TVC outdoor alternatives. Led the development of a campaign-able 360 degree branding device in order to return to share growth, and double digit key brand equity indicators for Kraft Cream Cheese Spread. This wholly integrated support program included TVC, PR, Press, Radio, POP, Sampling and a Consumer Promotion. Initiated label rejuvenation for Kraft Cream Cheese. Developed, planned, controlled and executed a successful Kraft Cheese "use-age" campaign that resulted in surpassing our advertising targets.
Company industry:
FMCG
Job role:
Marketing and PR

Export Marketing Specialist - East Central European Division

December 1997 - May 2000

Kraft Foods

Austria

December 1997 - May 2000

Responsibilities: Start up of marketing dept for south east Europe based in Vienna and working with 11x advertising agencies across 7x countries. All campaigns multi-lingual. Executing the Milka Ski World Cup promotion and event for the first time in Slovenia and Croatia. Adapt existing ATL/BTL material from developed countries as appropriate to drive volume.
Achievements: Initiated several new products that resulted in high profit margins for the business unit. Co-ordinated research, ad-production, promotional, event and exhibition programs. Developed and implemented strategies and plans based on identified opportunities.
Company industry:
FMCG
Job role:
Marketing and PR

Brand Manager East Central European Division

April 1995 - September 1995

The Coca-Cola Co.

Austria

April 1995 - September 1995

Responsibilities: Determined marketing/consumer research objectives with regard to existing and new products, initiating market research and integrating research finding to product plans.
Achievements: Contributed substantially to the successful launch of FANTA Lemon in Czech Rep. and Hungary, mainly in the area of market research set up, and analysis of results.
Company industry:
FMCG
Job role:
Marketing and PR

Manager Market Development Services - Central Europe

August 1992 - March 1995

The Coca-Cola Co.

Austria

August 1992 - March 1995

Responsibilities: Establish channel strategies and implement the associated plans via training and running of merchandising impact teams. Category management process & solutions with external & internal customers to grow categories. Design promotional material, training materials and shelving units to optimize space and merchandising techniques at the POP.
Achievements: Established Space management Dept. which to this day contributes successfully to the business. Executed Category Captain project that resulted in a +17% sales volume increase for a Coca-Cola key account. Originated channel specific POP material/and modular shelving unit in support of product launches, event and brand promotions.
Company industry:
FMCG
Job role:
Marketing and PR

Education

Webster University

March 1992

March 1992

Master's degree, Double: International Business and Marketing

Austria

GPA (point): 3.4 out of 4

GPA (point): 3.4 out of 4

Skills

GCC
Expert
GCC
Expert
International Business
Expert
International Business
Expert
Export
Expert
Export
Expert
Marketing Strategy
Expert
Marketing Strategy
Expert
Market Development
Expert
Market Development
Expert
GCC
Expert
GCC
Expert
International Business
Expert
International Business
Expert
Export
Expert
Export
Expert
Marketing Strategy
Expert
Marketing Strategy
Expert
Market Development
Expert
Market Development
Expert

Languages

English
Expert
German
Intermediate

Memberships

InterNations

Member

July 2012

Training and Certifications

Certifications
Social Marketing Certification by Hootsuite Academy
Nov 2016
"The Importance of Listening" by Northwestern University on Coursera
Nov 2016
Show credentials
"What is Social?" by Northwestern University on Coursera
Oct 2016
Show credentials