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تم إلغاء حظر المستخدم بنجاح
ناتاشا Edelmann, Head of Marketing

ناتاشا Edelmann

Head of Marketing·Galadari Ice Cream Co.

الإمارات العربية المتحدة

ماجستير, Double: International Business and Marketing

الخبرة العملية

مجموع سنوات الخبرة: 19 سنوات, 4 أشهر

Head of Marketing

فبراير 2013 - أكتوبر 2016

Galadari Ice Cream Co.

فبراير 2013 - أكتوبر 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.
مجال الشركة:
المطاعم وخدمات الطعام
الدور الوظيفي:
الإدارة

Head of Marketing

أغسطس 2006 - نوفمبر 2011

The Masafi Co.

دبي، الإمارات العربية المتحدة

أغسطس 2006 - نوفمبر 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."
مجال الشركة:
السلع الاستهلاكية سريعة التداول
الدور الوظيفي:
التسويق والعلاقات العامة

Regional Account Director

أبريل 2004 - نوفمبر 2005

Saatchi & Saatchi

دبي، الإمارات العربية المتحدة

أبريل 2004 - نوفمبر 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.
مجال الشركة:
الإعلان
الدور الوظيفي:
خدمة العملاء ومركز الإتصال

Senior Brand Manager TANG

نوفمبر 2001 - أبريل 2003

Kraft Foods

دبي، الإمارات العربية المتحدة

نوفمبر 2001 - أبريل 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.
مجال الشركة:
السلع الاستهلاكية سريعة التداول
الدور الوظيفي:
التسويق والعلاقات العامة

Brand Manager GCC

يونيو 2000 - أكتوبر 2001

Kraft Foods

دبي، الإمارات العربية المتحدة

يونيو 2000 - أكتوبر 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.
مجال الشركة:
السلع الاستهلاكية سريعة التداول
الدور الوظيفي:
التسويق والعلاقات العامة

Export Marketing Specialist - East Central European Division

ديسمبر 1997 - مايو 2000

Kraft Foods

النمسا

ديسمبر 1997 - مايو 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.
مجال الشركة:
السلع الاستهلاكية سريعة التداول
الدور الوظيفي:
التسويق والعلاقات العامة

Brand Manager East Central European Division

أبريل 1995 - سبتمبر 1995

The Coca-Cola Co.

النمسا

أبريل 1995 - سبتمبر 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.
مجال الشركة:
السلع الاستهلاكية سريعة التداول
الدور الوظيفي:
التسويق والعلاقات العامة

Manager Market Development Services - Central Europe

أغسطس 1992 - مارس 1995

The Coca-Cola Co.

النمسا

أغسطس 1992 - مارس 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.
مجال الشركة:
السلع الاستهلاكية سريعة التداول
الدور الوظيفي:
التسويق والعلاقات العامة

التعليم

Webster University

مارس 1992

مارس 1992

ماجستير، Double: International Business and Marketing

النمسا

المعدل التراكمي (نقاط): 3.4 من 4

المعدل التراكمي (نقاط): 3.4 من 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

اللغات

الانجليزية
متمرّس
الالمانية
متوسط

العضويات

InterNations

Member

July 2012

التدريب و الشهادات

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