Category Brand Manager
Hayat Kimya
مجموع سنوات الخبرة :8 years, 9 أشهر
Responsibilities:
Managing the hygiene category including Molfix, Bebem, & Baby go.
Managing a team of junior brand managers & ABM, while focusing on their career and learning development.
Setting annual brands objectives.
Setting volume & value targets for category brands.
Allocating budgets while maintaining healthy spending rate versus turn over.
Managing & briefing agencies (Media, Digital, and BTL) on all brand related activities and controlling their performance.
Managing the relation between local marketing team and Head Office Global marketing team for the Category.
Generating required periodical statistical reports.
Monitoring brands profitability and ensuring adherence to brands' profitability targets.
Work on cost chase projects to enhance product's profitability.
Achievements:
Re-launching Molfix open diaper with its Unique 3D technology including all marketing support (TVC, Digital, Sampling, Roadshow, in-store activations, Influencers PR event & OOH) and mega launch event that resulted in being TOM brand surpassing the market leader & all brand funnel attributes, in addition Molfix Market share increased by 5%
Launching Molfix pants with its anatomic fit technology including all marketing support (TVC, Digital, Sampling, Roadshow, in-store activations & OOH). Molfix pants became the second player in the market from the pants category in Egypt after 6 month from its launch.
Launching Bebem pants to be the first pants format in the second tier market including marketing support such as TVC & digital.
Launching Baby Go our third tier brand resulting in an increase for total company market share for diaper category.
Launching African Cup of Nations edition with a strong digital campaign “little cheerers”. This promotion resulted in significant incremental increase for our Pants sales and in our e-commerce channels.
o Responsible for diapers category
o Working on building category budget as well its execution
o Monitoring brand performance and always building corrective tactics
o New product launch planning and forecasting
o Consumer promotions (cross promotions with Nestle)
o Expanding our digital presence (partnering with Hedya stores (baby registry), Mommys club (blog), & with other online magazines)
o Overlooking our TVC & Digital media plan and its execution
Achievements:
Launching a cross promotion with Nestle (Cerelac) that resulted in enhancing our distribution in pharmacy outlets.
Expanding E-commerce channels through unconventional approaches resulting in a collaboration with Hedeya stores (a chain offering a comprehensive range of baby products online & in stores), so mothers can add baby diapers in their baby shower registry.
Launching numerous special digital productions and TV campaigns.
Developed periodical statistical reports that are now being consistently shared with Marketing Manager and Head Office.
• managing all brand activities that support the brand promise, vision, positioning, to achieve the overall goals of the brand
• Ensure that different functions in the organization work towards understanding the brand’s essence and strategic goals
• Manage the brand’s budget and financials to ensure effective allocations of resources
• Monitor performance against plan Monthly and suggest and implement corrective actions if needed
• Collaborate effectively with sales team in monitoring the trade activities
• Conduct regular Market visits and adjust brand tactics accordingly
• Plan the advertising activities for the brand
• Ensure all brand touch points with consumers are in line with the brand positioning, color code.
• advertising agency management
Achievements:
2GO brand facelift (Hair Styling).
Doubled the market share for the Gel category.
Worked directly with sales team to enhance our WTD and Numeric distribution within the gel and GPC market.
Penetrated Shaving market and was directly involved in product development process.
Working in TIG team, Consumer Insight.
• Conduct research to determine people's opinions on marketing activities actioned by the telecom operators.
• consulting clients about project requirements and objectives
• designing research methods such as interviews and questionnaires
• Perform Quantitative research to understand the market dynamics; through creating surveys and questionnaires and conduct filed training.
• Formulate plans or proposals before researching a topic.
• Determine what research techniques will be used and length of research process.
• agreeing timescales and budgets
• Supervising Field Work and Data processing teams.
• monitoring work progress
• writing reports, including client recommendations
• analyzing, translating and presenting results; Determine market trends, Evaluate success and failures of Vodafone and the other competitors, Evaluate effectiveness of advertising & other marketing methods
• Make recommendations to clients about how resulting information could be used.
Research executive secondment from Nielsen Egypt. my main role is handling all the required studies need to be executed in order to have a clear understanding of the marketing. working on the regular trackers and all the required ad-hocks.
- Trackers: Sizing, NPS, BMS, MRD, Mystery shopper & Business NPS.
- Ad testing: Pre-ad & Post-ad analysis. (Qualitative & Quantitative)
- eye tracking testing.
Taking a second role as Campaign Management Coordinator to manage Outbound Campaigns and in house research.
• Constant follow up on daily production, daily sales & brand related projects to ensure
lead times and targets are maintained.
• Closely monitor and analyze sales volumes and market share trends.
• Close monitoring of brands profitability on a monthly basis and ensuring adherence to
brands' profitability targets.
• Responsible for managing marketing budget.
• Provide monthly analysis of competitor’s pricing, positioning and performance in the
market including ATL & BTL activities.
• Working closely with Sales Team and Supply Chain to ensure supply of imported
products taking in consideration seasonality, promotions, lead times for delivery,
clearance and registration and buffer stock whilst maintaining acceptable level of
inventory.
• Assist brand manager to lead the various departments (Sales Team and Supply Chain
Team) to ensure the goals of the business are met, targets are achieved and monitor
progress of new projects.
• Working with sales team on distribution analysis from retail audit, and developing
tailored plans for them to help them push distribution.
• Maintaining close synergistic & high level communication with agencies to ensure high
marketing communication campaigns.
• Brief media agency about airing plan and evaluate proposed media plan.
• Assist in developing and executing promotional initiatives to profitably increase
consumption and induce trials.
• Formulating research briefs for marketing research and analyzing results to understand
consumer trends.
• Work on cost chase projects to enhance product's profitability.
• Ongoing market visits and store checks to ensure quality distribution and strong on shelf
presence.
• Assisted in the launch of 2 new products: Responsible for ATL & BTL support material
and convention/launch event organization.
• Responsible for the formation of the university finance Forms & Policies.
• Student’s database.
• Responsible for entering student data (Microsoft Dynamics GP), job posting, stating university financial rules and regulations, auditing, and forecasting
• Assisting in the preparation the financial study for the board of trusties.
• Managing refunds.
• Budgeting
• Monitoring competitors activities and prices
• Monitoring competitor’s prices and marketing activities.
• Provided information enquiries about products and services and updated clients account profiles.
• Preparing presentations for key accounts.
• Preparing monthly report and monthly forecast
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