Brand Manager
Nashar Trading Company
Total years of experience :12 years, 10 Months
* Develop annual brand plan covering key marketing initiatives & strategies including A&P budget, executional plans and forecast in-line
with company’s objectives.
* Lead brand consultancy project with a renowned overseas marketing consultancy firm to draft brand house of flagship brands, long-
term strategy, architecture framework and company’s OGSM.
* Identify business opportunities, monitor performance & gauge brand equity through conducting retail audit analysis and various
consumer insight researches; usage & attitude study, brand health tracker, house-hold panel studies & concept testing.
* Manage brands 360 communication; campaign development and execution including commercial video productions in coordination
with creative, media-buying, activation and social media agency.
* Lead complete packaging development process from brand audit, concept creation & design development to online approval.
* Work closely with Sales Head & ASM’s on underlying issues & gaps to formulate operational plan in order to drive business performance.
* Preparation of new products’ launch plan through market audit & competitive landscape overview, mapping out positioning & entry
strategy including pricing & communication and drive the projects with cross-functional departments.
* Analyze & measure brand KPIs, report on performance of marketing campaigns & activities with ROI and manage marketing budgets
by monitoring spend on monthly basis.
* Prime point-of-contact with strategic agency partners & product suppliers and manage contract development, negotiation process, and
relationship building with all international & local marketing agencies.
* Manage a team of ABM’s and support their growth & development.
* Represent company by attending major food exhibitions (like Gulfood) to explore new business opportunities and to build & maintain
relations with suppliers.
* Preparing annual category marketing plan ensuring conformance with company objectives and budget requirements.
* Liaising with Regional Marketing Department on campaign development, packaging design & NPD’s.
* Monitor bi-monthly market research retail audit analysis (AC Nielsen) & Brand Health studies to track market share, market trends,
distribution coverage & opportunities, consumer insights and build/revise focus accordingly.
* Interact with advertising agency, media buying units, PR agencies & marketing suppliers to develop & oversee approval of advertising
materials, BTL activity implementation, event management & other marketing activities ensuring compliance with brand guidelines.
* Manage all business aspects of Adult Diaper category; marketing plans, budgeting, profitability & execution.
* Internal communication with sales, business excellence, supply chain, production and procurement team to streamline and manage
operational plan & NPD process towards achieving category objectives.
* Creating channel plans for new launches & comprehensive marketing support plans in alignment with Channel heads.
* Leading a team of marketing promoters towards achievement of their individual KPI’s and business objectives.
* Successfully managed assigned categories & brands - Fine Facial Tissues, Fine Kitchen Tissues & Fine Baby Diapers.
* Assisting Marketing Manager in planning and executing marketing activities.
* Coordinating with marketing agencies and suppliers on design layout for all marketing materials.
* Preparing periodic retail audit analysis & internal sales review to gauge business KPI’s including profitability.