Senior Brand Manager
Gandour
Total years of experience :17 years, 0 Months
• Social media platform development for Gandour Gums while dealing with the social media agency to increase consumer engagement and brand affinity.
• New product development initiatives by analyzing category trends, product trials, packaging development, pricing structure per channel, sales forecasting and P&L feasibility study.
• New SKU introduction based on analyzing the market trends & existing sales figures.
• Developing annual marketing budgets based on seasonal sales forecast to ensure engagement as well as sales conversion.
• Consumer behavior analysis on different channels to ensure best communication methodology.
• Brand Strategy development for all my brands to ensure consistent communication through all medium.
• Social media communication & engagement strategy development to
deliver correct brand perception.
Brands Handled: Lay’s, Doritos
Key Tasks
• Developed campaigns which were driven on a regionally relevant consumer insight
• Briefed partner agencies and ensured the messaging is the same across all touch points
• Developed creative in-store stands, shelf displays and other point of sale material for hypermarkets and traditional trade. The objective was to visualize our communication rather than replicate the master visual
• Developed on pack ideas to increase emotional value of the pack to consumer
• Developed social media ideas requiring product purchase and consumer engagement with the pack
• Proposed consumer promotion mechanics, prizes and budgets to absorb price increase
• Led meetings with Warner Bros. in Dubai to negotiate benefits with sponsors
• Proposed out of category product placement
• Developed media and influencer invitation kits
Brands Handled: Pepsi, Mirinda, Mountain Dew, Gatorade, Sting, 7up and Aquafina
Key Tasks
• Local & regional holistic campaign amplification including several TVC’s and toolkit development
• Analyzed retail audits to correlate advertising effectiveness, consumer promotion and trade specific promotions
• Analyzed brand health KPI results to ensure brand health is maintained
• Developed social media campaigns to engage consumers on multiple digital platforms
• Proposed point of sale material based on channel strengths and requirements as per retail audit
• Developed campaigns which started on TV, were activated direct to consumer and lived on digital
• Developed sales team motivational events and competitions
• Led brand activation events, road shows and direct to consumer activities from concept to execution
• Selected social media influencers to push our campaign on digital
• Developed simulations to sell brand idea to key accounts including shopper journey to product purchase
• Developed in-store shopper engagement ideas to communicate brand benefit at trade level
• Developed sales team motivational events and competitions
Brands Handled: Pampers, Ariel, Nakhlatain, Abu Zahra, Jimmys Restaurant, Makkah Newspaper, Tide Deepio, Ariel Deepio, Sawary Energy
Key Tasks
• Grew business with existing clients through analyzing changing trends to deliver beyond scope of work
• Pitched for & won new clients for the agency
• Point of sale, print & outdoor material development based on utilizing each medium to its strength
• Lead several shopper marketing initiatives based on channel strengths and purchase habits
• Led on the print production process for point of sale material and brochures
• Developed material to ensure point of sale category dominance
• Developed in-store brand demo to showcase superiority versus competitive brands
• Lead consumer promotions while dealing with chamber of commerce requirements
• Developed innovative designs for product placement in different channels to increase sales
• Led on several TVC production
• Conducted events for press releases
Brands Handled: Safeguard, Head & Shoulders, National Investment Trust, National Foods Company, Continental Biscuits Limited, Pakistan Intl. Airlines, Pakistan State Oil
Key Tasks
• Went to different parts of the country to research for consumer insights as well as identifying unique shopper purchasing behavior to customize communication across trade channels
• Lead several TV & animation projects
• Led on CRM touch points for priority customers
• Led on several distributor and key account best trade visibility competitions
• Developed planograms’ for several categories
• Developed & executed In-mall activities to engage consumers with the brand benefit
• Handled cost estimates, revenue forecasts & target revenues to maximize agency profitability
• Revamped packaging to give the brand a modern look & feel
• Part of product taste trial groups