Samar Mirza

Preparation and execution of yearly Marketing Calendar, cascading it down into effective quarterly plans and turning it into a practical monthly marketing planner. Key Responsibilities include but not limited to:

Supporting and facilitating the Sales Team in Selling with up-to-date marketing collaterals 2 months in advance, tracking ROI’s on all campaigns and devising the upcoming goals based on return on investment

Marketing Management, Designing & Brand Management - development and design of all digital and printed marketing materials; creating briefs and the designing and production of all marketing collaterals

SEO, Social Media and Digital Marketing - Ensuring website is always up-to-date and error-free, and exploring new ways of directing more traffic to website, 2-3 email mailshots on a monthly basis, regular updates on social media platforms and maintaining the website on a regular basis

Database Management - managing and maintaining the company’s database, report management and analysis to ensure targeting the high potential clients and transferring a database of over 5000+ clients to the company CRM.

Vendor Management & Cost Reduction - managing the cost reduction function within my department in achieving the company’s goal to reduce costs by 20% in 2016

Writing, Editing and Proof-Reading Technical Content - ensuring all HNI Programmes, Course Outlines and Services are error-free and up-to-date on all marketing platforms

Event Management - Managing yearly training events to boost HNI’s presence in the Training & Development Industry (participation in events such as The HR Summit & Expo, The Training & Development Show ME)

Budget Management - Responsible for proposing and directly managing the Marketing Budget in line with the approximated sales, bringing down costs and presenting a plan to suit the company’s budget and meet the goals.

Market Intelligence - Gathering and compiling competitor and market intelligence/undertake research work as and when needed. Execute Customer Satisfaction Survey to see if we rank as the Top Training Provider in this region (task in-process)

Ad-Hoc Projects: Sourcing PR opportunities, exhibitions and related marketing promotions to generate more sales leads.

• Preparation of brochures, flyers, newsletters and all marketing materials
• Facilitating the sales team - advising on sales promotion strategies
• Creating, editing and proof-reading of presentation and training materials and assisting the trainer’s in preparing apt and up to dated materials before the workshops
• Marketing Surveys - conduct, compile and analyze surveys to find out customer interests and insights
• Plan, manage and execute HR and Training related publicity events to raise awareness and facilitate the sales team in tracking new leads
• Designing and Execution of Advertising Campaigns - both print and digital
• Marketing Planning, Execution and Management
• Communication - collecting, exploring and formulating communication materials
• PR & Media Relations - liaising with relevant print and electronic media channels to execute the company’s PR Plan on a monthly, quarterly and yearly basis plus arranging media events for company’s promotion
• Report Management & Preparing Monthly & Quarterly Analysis - Prepare and work on weekly, monthly, quarterly and yearly reports, briefs, presentations and analysis on a regular and on-going basis

Marketing Management and Planning for the brand
Ad-Hoc Project Management from time to time basis.
Conducting Marketing Surveys
Conducting Marketing Researches
Preparing presentations for clients as per need basis
Building client database through effective Marketing techniques and planning

•Responsible for Marketing Planning, Brand Management, Events, Advertising and Promotional Activities of all brands under the HC&S umbrella

•Brands falling under the domain of the job description consists of Café Ceramique, Auntie Anne's, Lunch Box, Gilles Desplanches Chocolatier

•Reporting to the Managing Director and working closely with the Operations to execute all campaigns smoothly

•Play an active role in terms of launching new concepts and in preparing and executing Launch Campaigns

•Proposing the Marketing Spend for each brand

•Operating within brand guidelines of each brand and making sure to keep the positioning unique and intact of every concept

•Marketing Planning: Development of an annual national marketing plan for Nando’s which includes the national strategy and local store marketing strategies for all Nando’s Restaurants.

•Implement National Campaigns: Briefing agencies, creative and media approvals and evaluating cost estimates.

•Designing Creative’s such as new menu layouts, packaging, restaurant décor

•Public Relations: Managing publicity and public relations on a national level. This includes, advertorials, relationship and celebrity marketing, media liaisons, events, press releases, national road shows. Managing ad-hoc projects like the issue of Bird Flu in Pakistan.

•Budget Management: Ensure a pro-active budget management plan and that all marketing accounts are kept up to date and prevent arrears. Authorize marketing invoices monthly, manage supplier accounts and complete a monthly analysis of management reports.

•Research and Marketing Information: Supervise research function on a needs basis, such as conducting focus group for a restaurant in Karachi.

•Restaurant Marketing: providing special assistance to Restaurant Managers in developing store marketing plans, visiting customers in the vicinity, running in-store staff incentives and competitions, talking to customers and providing “an ear”.

•Ad-Hoc Project Management: such as managing national price increases, presentations, agency selection, conferences etc.

•International Office Reporting: Liaison with the international office is an integral part of the job. This includes regular communication, status reports, annual reviews and special projects on an yearly and ad-hoc basis.

•Internal Marketing: This entails implementation of internal newsletter, culture programs, staff inductions, training, motivational and training material for internal customers.

•Miscellaneous: Provide an insightful contribution to new product launches, product development, décor, in-restaurant brand touch points, price changes

•Management and Control of Marketing and Promoting the Product offerings

•Cold Calling and use of Direct Marketing Techniques to sell

•Played an integral role in launching the business venture of selling Auto Insurance through a Call Centre. A unique concept introduced by TDI in Pakistan. This idea pertained to convincing customers to buy insurance on the basis of unique and new features offered

•Campaigning for image building, advertising activities and sales promotion

•Prepared Training Manual and a Strategic Audit for Trakker’s flagship product “C-track Assist”

•Prepared and presented a comprehensive management level presentation on Trakker’s Customer Service Problems