Group Marketing Executive
Almoe Group of Companies
مجموع سنوات الخبرة :9 years, 9 أشهر
▪ MARKETING CALENDAR & BUDGET:
Formulated, executed and tracked ATL, BTL & PR campaigns for 6 Business Units. Controlled a budget of AED 2M, spreading it by another 40% by negotiating supplier costs.
▪ SOCIAL MEDIA:
Created 6 new pages, posted content and achieved 100% increase in Followers to Almoe LinkedIn Page.
▪ E-mail Marketing - executed content, layout, lists & distribution.
▪ TRADE FAIRS:
Project-managed representation at 14 local tradefairs annually including 4 stands together at GITEX and 6 at GESS. Generated 600+ leads per stand and made significant interventions to design and overall look.
▪ OVERSEAS FAIRS:
Rendered Marketing support on 10 overseas fairs exploring new markets in GCC, UK, EU & SEA.
▪ EVENTS:
Single-handedly mounted 40 events a year tailored to brief & budget, overseeing Event Plan, Costing, Venue Selection, Invites, Collateral, Branding, Entertainment & Emcee, Giveaways, Awards, Photography and Attendance Tracking.
▪ PR:
Took charge of newly created PR role. Wrote and distributed over 100 releases covering Spokesperson Q &A, New Partnerships & Launches, Feature Stories, Use Cases, Portraits, Events & Exhibitions - achieving up to 30 clippings per release.
▪ ADVERTISING:
Drove monthly Ad campaigns - Media planning, buying, artwork creation, release & tracking.
▪ COLLATERAL & GIVEAWAYS:
Oversaw designing, specs and production of Collateral & Stationery. Culled creative ideas for Giveaways, executed Seasonal Gift Distribution. Supervised photoshoots, delivered Desk Calendars & NY Diaries.
▪ CHANNEL MARKETING:
Dispatched POS Display Stands, Retailer Signage & Vehicle Branding.
▪ VENDOR MANAGEMENT:
Handpicked first-rate vendors while slashing prices by 40%, enforced strict brand compliance for consistent brand communication, overhauled processes & turnaround times and forged a positive vendor experience.
Role description: CONSULTANT
- SEM: Keyword research, competitive keyword analysis, created AdWords account and ran a PPC campaign.
- Social Media Marketing - Overhauling existing online presence, posting regular updates on Facebook, Twitter and Google+, content calendar.
HSIL Limited is the largest Indian manufacturer of Sanitaryware products, supported by over 1400 direct dealers and 12000 sub dealers.
ACHIEVEMENTS:
-- Set up a new Marketing hub at Hyderabad and grew it into a self-sustaining Sales Support center for South-, West-, and East-India markets.
-- Custodian of Marketing Budget and brand CI.
Serviced a channel network comprising around 2, 000 retailers.
-- New Showroom Projects - Incentivized 10 potential Metro- and Tier II-Retailers to achieve super Sales targets by complete overhaul of 1, 000 sq.m. of their showroom space and handing over an exclusive FOC display to them with latest products and premium branding as per brand guidelines.
-- In-Shop & On-Shop Retailer Signage - Promoted brand Hindware at more than 2, 000 Retailers with optimum signage visibility. Achieved near-100% coverage, meeting all Zone-wise requirements.
-- Product Display Mobilization - Contracted POP vendors to deliver MDF-make display stands with branding and pre-fitted products at over 120 retailers, creating standout ‘Hindware display areas’.
-- Activation drives - Executed 30-day Canter & Mall activation drives in Kolkata & Guwahati.
-- OOH Campaigns - Promoted new products with billboards in Amdavad, Hyderabad, Mumbai & Kerala
-- Vendor Management - Set up, trained & managed a network of 50 vendors using SAP, servicing 2, 000 retailers in 13 states. Developed Signage Specification, awarded contracts & resolved conflicts.
-- Partner Meets, Exhibitions and Special Events - Organized and collaborated on approx. 100 Dealer & Architect Meets in 2013, complete with Product Display Stands, Branding, Mementos.
Founded in 1888 in Germany, Hettich is one of the world's largest manufacturers of furniture fittings. Hettich has been in operation in India since 2000.
ACHIEVEMENTS:
-- Prepared Annual Marketing Calendar and managed Marketing Budget of INR 0.20 billion (AED 12 million) in 2012-13.
-- Launched brand into digital space on Google using pay per click campaigns.
-- Optimized retailer signage coverage for 1, 000+ channel partners pan-India with individual budget clearance and made-to-order in-shop & on-shop solutions. Submitted monthly coverage reports. Achieved 40% and 50% penetration by end of 2010-11 and 2011-12.
-- Managed and trained a network of up to 30 suppliers.
-- Delivered yearly calendar of up to 7 exhibitions, with complete ownership from conception to completion including project cost, stall layout & fabrication, exhibits, POP & giveaways, delegate travel & hospitality and post-event reporting.
-- Managed up to 15 product collaterals through Creative agency: content, layout, pricing, printing and zone-wise budgeted distribution. Turned over a volume of around 2, 30, 000 collaterals annually.
-- Developed and implemented Print plan for specifier-, trade-, and end-consumer markets with a Budget of INR 30 million (AED 1.8 million).
-- Executed the first TV campaign and over time scaled it to worth INR 0.1 billion annually (AED 6 million). Annually ran 3 campaigns of 3-months each with 15- and 30 sec TV spots on 15 Hindi and English channels at prime time. Prepared and carried out customer awareness surveys.
-- Achieved well-rounded press for the brand with 110 clippings in 2010-11. Regularly pitched story angles to journalists for new products, news, events, features.
-- Generated press for corporate events like product training, new product launch, factory opening. Compiled press-kits, lined up CEO interviews.
-- Initiated and wrote content for quarterly corporate newsletters.
Founded in 1817 in Germany, the Duravit brand is almost 200 years old and is a leading international manufacturer of ceramics and bathroom solutions.
Duravit has been in operation in India since 2001.
ACHIEVEMENTS:
-- Grew the brand across India. Supported field teams to realize annual turnover of INR 0.3 billion (AED 18 million) by driving Channel branding, trade & end-consumer Print & PR and Direct Marketing.
-- Prepared Annual Marketing Calendar and managed a budget of INR 11 million (AED 0.7 million).
-- Streamlined branding deliveries across a network of 125 outlets in key cities with 80% penetration. Served as one-point Marketing contact for pan-India Sales force of approx. 50.
-- Deployed full extent of brand's vibrant personality to channelize an iconic pioneer to generate stand out press coverage. Maintained brand's global positioning as a thought leader in Indian press with wholesome and impactful PR campaigns.
-- Generated press for corporate events like product training, new product launch, factory opening. Compiled press-kits, lined up CEO interviews.
-- Maintained and updated database of journalists' birthdays and sent gifts. Dispatched seasonal gifts.
-- Responded with tactful answers to trade questionnaires by working together with Global PR team in Germany.
-- Delivered measurable print PR by increasing clippings by 100% in 2007 over previous year. Further increased PR by increasing number of clippings by 45% in 2008.
-- Adapted and implemented Duravit's 'Shop-in-Shop' island display concept for retailers in India. Commissioned ready-to-ship display units at competitive rates and maintained inventory.
-- Achieved synergies with Global Marketing Services team, PR team and Exhibitions team in Germany with focused and assertive communication on all projects (price-lists, India-specific brochures, Ad artworks, press releases, exhibition layout, showroom layouts, etc).
-- Inducted and conducted brand training for RSMs, ASMs and Sales Executives across zones at the head office.
-- Traveled to headquarters in Germany for a week’s Marketing Training in February 2009.
ACHIEVEMENTS:
-- Managed and maintained Marketing budget of INR 9 million (AED 0.6 million). Delivered Marketing calendar within agreed budget.
-- Kicked off retailer branding campaign from inception across major cities. Set up, trained and built State-wise vendor network at competitive rates.
-- Assertively enforced adherence to brand C.I. and guidelines across all media.
-- Researched Indian print media landscape and compiled results to understand and differentiate between categories of press.
-- Forged and leveraged informal rapport with journalists to generate targeted monthly turnover of trade and consumer press. Regularly updated Press list including birthdays.
-- Drove competitive advantage within the editorial fraternity by establishing Duravit as the most prompt and reliable press resource among all industry players.
-- Set up Direct Marketing vendors at economical rates. Organized monthly deliveries by post to a periodically updated and refined list of 1, 000+ specifiers, deploying a pool of 12 product range catalogs. Checked delivery dockets individually and cleared vendor invoices.
-- Managed inventory and distribution of Marketing collateral against quarterly demand using DIAS software. Regularized supply by raising fresh orders from Germany. Cleared internal invoices.