Assistant Brand Manager
Swiss Arabian Perfumes Group
Total years of experience :12 years, 9 Months
• New Product Development.
• Sales & Market Analysis.
• Instrumental in elevating the brand to achieve the highest market share in the UAE
• Initiated the push of Sapil into the US market, driving interest both offline and online
• Spearheaded the rebranding exercise of Sapil, completely changing both the offline and online branding
• Responsible for introducing e-commerce to the brand and driving large e-commerce growth
• Increased revenue through digital marketing efforts by more than 100% in UAE and USA
• Responsible for identifying and selecting the right digital/marketing agency that worked with the brand and managing the relationship
• Responsible for SEO, SEM, Social media marketing and influencer marketing
• Managing the entire product lifecycle by also forecasting, creating budgets, marketing plans and calendars
Handling 9 Agencies American Garden, Diamond( Foils & Non Foils), Suebee(Honey), Modhash(Ceres Juice), Parachute(Hair Oils, Creams & Cooking Oils) & Mehran( Rice & Spices) Greens(Caramel & Jelly) Libbys(Juices & Canned Fruits & Chunks) John West( Tuna).
⦁ Maintaining daily sales report and sending it to the sales team along with the GM.
⦁ Finalizing the Budgets/Targets/Forecast of all the agencies.
⦁ Dealing with the principle owners directly related to sales, forecast, promotions and new product launching/tracking.
⦁ Monthly Business Review reports agency wise and location wise.
⦁ Spends and Promo Analysis Vs the Sales.
⦁ Co packing finalization with supply chain & finance based on the forecast.
⦁ Market Share analysis based on the Sell out data from Carrefour & Lulu.
⦁ SWOT Analysis Brand Wise & Agency Wise.
⦁ Objectives & Competition Environment Brand Wise
⦁ Market Visits checking the visibility and possible changes to be made if required regarding the shelf space and product positioning in the market.
Dealing in 8 Brands Shirley May, Alta Moda, Nexia, I Perfumes, American Impression, Narciso Luciano, Sapil and well-known Brand Swiss Arabian itself. Coordinating directly with Brand Manager & Marketing manager. Key responsibilities:
• Brand Management
1. Managing the Brand Identity.
2. Manage brand initiatives like brand building & brand development.
3. Maintain mobile integration across several brand initiatives driving operational success. Provide fact-based recommendations for future improvements and course correction. Identify business opportunities assisting strategic planning
4. Productively manage marketing budget
5. Forecast & Sales/Trend Analysis.
6. Brand Performance & Brand Development strategies.
7. Pricing & Promotional Strategies.
8. Competitive Analysis.
9. Finalizing Artworks.
10. Providing Product Briefs.
11. Market research and feedback for launching new brand and categories.
12. Providing story and guidelines regarding new launches.
13. Providing the Product Fact Sheets and presentation to the higher management and sales team.
14. Help marketing division in development of marketing strategies for new and existing products and services.
15. Research consumer trends, insights and addressable market behaviors, trends and technologies to ensure that products meet customer needs.
16. Provide necessary product collateral and advertising materials to sales department.
• Project Management
1. New Project Assignments
2. Maintaining a sound process to complete the goals.
3. Providing Job Orders to Product Development, Creative, Purchase and production through a defined process.
4. Handling Day to Day operations regarding stock availability, product briefs, component status and sales related queires.
• Market Research/Planning
1. Promotional Activities(ATL & BTL),
2. Retail Coordination
3. Maintaining Targets
4.
• Purchase/Buying Planning & Confirmation
1. Providing Confirmation to Purchase
2. Checking the availability of Components and Finished Good stock.
3. Ordering Components as per the Minimum Order Quantity and the requirement/price.
• Demand Planning
1. Checking Forecast
2. Budget Analysis
3. Sales Vs Forecast Reports(Advising sales team to maintain the forecast quantities and providing guidance in which area the particular product and brand works)
4. Area Wise/Brand Wise/SKU wise analysis.
5. Finalizing Forecast And distribution plan for New And Existing products.
• Product Development
1. From Cap, Bottle Development to Final Finished good dealing with development department.
2. Components Availability status to be checked as per the launch plan.
3. Finalizing artworks, designs, creative, and POSM materials and providing it to Development department.
• Inventory Control
1. Making Threshold reports and providing details which item to continue and discontinue.
2. Replenishment
3. Maintaining Excess Inventory & Component Status.
4. Dealing with production department regarding the availability or any hurdles to maintain the sock.
5. Stock Allocation.
6. Using Microsoft AX & Qlikview.
• Coordination with Sales Team Export & Retail
1. Maintaining Customer wise/Brand Wise/ Area Wise Forecasting,
2. Pushing Sales to achieve the targets.
3. Providing Sales Plan and New Product Brief training.
Brief Description:
Dealing with different departments like Creative Department, Product Development, Purchase, Sales Team, Quality Control, Inventory & production team. Making reports such as Sales vs Forecast, Product Analysis, Inventory Reports(Physical components status, Clearance report, Threshold reports, Allocating, Reallocating stocks, Liquidation Plans etc.), Market Analysis, Market Research Competitors, Assigning Jobs to creative and PD for new product development making presentation of new launches. Providing confirmation to purchase for the procurement of different components.
Was working for DU Telecom (DOS) through INFASME Agency as a DM Coordinator (Document Management).
Quality checking
Validity of a document
Arabic typing
I had to check all the surveys and then feed them into the computers in a software. It was a research done on different malls of Dubai and Oman.
• Worked for LG mobile phones through EM-TEC agency. Key Responsibilities:
Worked as a Marketing staff in which we had to make sure that the merchandisers have all the stuff and the knowledge about the new or the existing product.
Daily reports were made. The job involved visiting different malls in UAE, analyzing the situation of ours & competitors product.
• Getting daily sales & stock reports to be aware of what is the current market trend and how can we improve our service. Assisting the merchandiser through their thick & thin.