Brand Development Manager - Project Heritage
Kamal Osman Jamjoom Group LLC
Total years of experience :27 years, 3 Months
• Brand concept, development and identity
• Product development - private label and 3rd party
• Supplier identification and negotiations
Highlights
• Created and developed the entire product range - fragrances and body ranges. This was a total of 370 products.
• Liaised with Branding Agency on logo, brand mood board, store design and product packaging. The Logo and mood board were approved.
• Negotiated low MOQs with suppliers with suppliers going as low as 500 for filled product.
• Preparation and management of marketing budgets worth AED 17 million and marketing & PR plans
• Celebrity endorsements
• Above-the-line and Below-the-line marketing, events, PR and Learning & Development
Highlights
• Tied up with 3 celebrities over 3 years to make Nayomi the first Middle Eastern brand in its category to have a Brand Ambassador
• Conducted at-home research in KSA and UAE to ascertain Nayomi customer’s lifestyle and their perception of lingerie and nightwear as part of this lifestyle, habits and the respondents allowed us a peak into their wardrobes.
• Re-branded Nayomi’s identity to the ‘Princess Concept’ which then flowed into other aspects of the brand - advertising, store concept, fashion shows, catalogues and tone of voice. The idea of the princess concept emanated from the at-home research carried out that all women are treated a princesses right from a young age, they are brought up listening to fairytales. This then formed the central idea behind the tagline ‘for a 1001 moments’ from Shahrazad, the fairytale themes with celebrities in the above-the-line and the same treatment throughout the catalogue and below-the-line collaterals. The store concept was made to reflect the luxury of a princess’s palace.
• Strong PR activity: launch of Sab’a and Najma Bra, Fashion shows, product and seasonal launches, celebrity and stylist trials of some of Nayomi’s bestsellers, interviews with key media.
• Introduced the hugely popular Sales Conference for Store teams held every quarter with a view to introduce the teams to the seasonal new collections, marketing and VM activities combined with an element of fun team activities. It comprised of store managers, area managers, sales managers and head office teams from KSA and the Gulf markets totaling 150. This helped give a singular platform for Nayomi information to flow to the front-liners as well as helped to create a team environment bridging the gap between head office and retail teams
• New marketing tools introduced for store teams including the fragrance manual, the lingerie manual and the seasonal look books while re-introducing catalogues
• Personal PR Achievements - Getting Kamal Jamjoom (Chairman) on the cover of ‘Arabian Man’ magazine and getting Nayomi and Kamal Jamjoom featured in the Middle East edition of TIME Magazine.
• Preparation and management of marketing budgets worth AED 14 million and marketing & PR plans
• Above-the-line and Below-the-line marketing, events and PR
Highlights
• Played a key role in the launch of 2 major sub-brands (22K and SkinFX) through above-the-line & below-the-line activities, media launch events and one-on-one media interviews
• Supported with advertising, in-store collaterals, catalogues, mini-events the launch of approximately 300 products a year
• PR became an in-house function
• Strategized, developed and implemented PR
• Developed a team to undertake PR activities and ensure continuous visibility of the brands
Highlights
• Community Reach Program: Tied-up with moms & tots groups and introduced ELC toys to the children and mothers
• Media relationship building activities: Visited various media publishing houses or organized media round tables to introduce Mikyajy products and let them have the opportunity to touch and feel the product including make-up application demonstrations
• Managed PR for major fragrance launch for Mikyajy - Fru Fru
• Maintained continuous visibility for Nayomi through targeted PR
• Developed and managed annual PR plans for Mikyajy, Nayomi and ELC
• Developed and maintained media relations
Highlights
• Coordinated the execution of PR plans with Agencies for each brand
• Conceptualized and developed content for regular Newsletter for each brand
• Initiated e-mail to customers and SMSs for the first time in the business
• Provided content for the Nayomi website
• Managed PR for major fragrance launch for Mikyajy - Kassara Noir
• Wrote features for ELC for various magazines
• Client servicing
• Develop and manage media relations
• Primarily responsible for Business Development
Highlights
• Conceptualized story angles and pitched them to media
• Press Releases and Editorial Content for newsletters
• Clients included:
o Postcard Millionaire - Emirates Post, Cellucom/ UClub, Jacky’s, Ducab, Scarabee, Bead Palace, Extreme Riders, Dubai Indian Film Awards, Legrand, Aggreko, NAFA, Al Madani Group (Levi’s), Prima International
• Primarily responsible for Business Development
• Client servicing
• Develop and manage media relations
Highlights
• Instrumental in stabilizing the company
• Clients included:
o Eureka Forbes Ltd., Nike, Millennium AlcoBev, Gem & Jewellery Export Promotion Council
• Pitched, Won and Worked on:
o Retainership: Lawrence & Mayo, Franklin Templeton, Venky’s, Maharashtra Chamber of Housing Industry (MCHI)
o Projects: Amitabh Bachchan Perfume, SkodaAuto, Bandhini Home Store, Honda Motorcycle & Scooter India Pvt. Ltd.
• Client servicing
• Develop and manage media relations
• Drafting Press Releases
Highlights
• Major clients include:
o TATA Engineering:
Launch of Indica 2000: Activities included conceptualisation and strategy for the positioning among its foreign competitors, design and development of the media Information Kit and arranging a media visit to the Pune factory to help promote the company’s Green initiative
Showcasing Environmental Initiatives: Auto Expo 2000, activities included conceptualising the display of the stall at the Green Pavilion, development and co-ordination of the production of an A/V presentation.
o Rarework.com
Launch of the art portal: Conceptualisation and strategy to create awareness. Activities included arranging a media conference and design of an innovative information kit.
Exhibition: Idea conceptualisation and implementation which included venue set-up, opening night, media relations for Ganesh Pyne
o Client Servicing and Media Relations:
British American Tobacco, Monsanto, NGMA, Brushwood and Diesel Awareness Campaign
• Supported the Private Placement Equity Manager with research
• Preparation of business plans and feasibility studies
Highlights
• Part of the team that successfully executed the private placement of equity for Ashapura Minechem
This is equivalent to A Level (10+2)
