Senior Brand Manager
Pak Elektron Limited
Total years of experience :17 years, 3 Months
•Responsible for the brand worth turnover PKR 30-Billion, majorly home appliances division and remaining power division. Conglomerate having large national and exports presence.
•Managing all four creative, media buying, PR and digital agencies with dedicated teams.
•Responsible for all the products’ (Refrigerators, Deep Freezers, Microwaves, Water dispensers, Air Conditioners) strategic direction, positioning, production, media airing, BTL and CSR projects.
•Heading whole brand team including, outdoor, digital, online portals and PEL retail stores.
•Planning & Managing yearly marketing budget for all products, categories, corporate and CSR.
•Ensuring product wise bottom lines and monitoring the competitiveness in pricing in market.
•Liaison with sales team for finalizing yearly targets, incentives and schemes for dealers.
•Liaison with R&D for product innovations, developments and enhancements for all categories.
•Conglomerate multinational group. Initiated, launched and managed ten brands including Parle Biscuits, Hemani Herbals (Personal Care) and Good Knight (HI category).
•Executed 360 launch campaigns for Hemani Herbals and Parle Biscuits including TVC, Strategy, Pricing, Branding and market life cycle. Managed various BTL campaigns for all brands.
•Managed the creative agencies and work closely with them for creative and strategic way forward / developments including brand launches.
•Managed the marketing department and expansion of FMCG brands/products and identified international strategic business opportunities for Pakistan/group.
•Through market and product R&D identified unmet market needs and provided direction to increase profitability. Presented groups portfolio at all international FMCG exhibitions for JVs.
•Ensure the strategic direction of the brands aligned with company’s vision to ensure growth.
•Large FMCG company, with a turnover of PKR 9-Billion. Responsible for managing four brands which include UHT Milk (parent brand), Beverage, Flavored Milk and Cold Chain.
•Launched two brands (Beverage and Flavored Milk) from scratch. Worked on the brand fundamentals such as the brand template, Communication ladder, Brand architecture, Pack designing, Brand manual, Legal registrations, Financials and Feasibilities etc.
•Develop and thorough execution of ATL/BTL promotional initiatives to profitably increase sales.
•Developed brand building ideas and worked with other business unit team members and executed plans that meet the management’s investment criteria.
•Closely analyzed sales, market shares and competition in line with corporate objectives.
•Prepared new brand launch campaigns in coordination with product development teams.
•Managed executive clients like Coke & Pepsi.
•Won new accounts and delivered a total of 21% value growth in revenue in given tenure.
•Developed business plans and sales strategies for the market that ensures attainment of company sales goals and profitability.
•Initiated and coordinated development of action plans to penetrate new markets.
•Assisted in the planning, development and implementation of monthly marketing plans.
Specialization in Marketing
Gold Medalist in Bachelors