Brand Manager - Value for Money & Aspirational Premium Segments
British American Tobacco
مجموع سنوات الخبرة :5 years, 2 أشهر
VFM segment strategy revamp as part of Portfolio Strategy shift to support Corporate Strategy & Leadership Agenda.
Implementation of Customer focused segmentation replacing Brand Values based segmentation in line with new focus on “satisfying consumer moments”
Market Assessment and Opportunity identification through analyses of new customer segmentation, Product Space Mapping, Industry Brand Health and Route to Consumer
Key stake holder in the revamped Route to Consumer Strategy and Shopper Marketing operating model.
Conceptualization of next 3 years product and packaging innovation pipeline in collaboration with Central/Local Product and Supply Chain
Double hatting as NPI Project Manager, complete responsibility of project planning, optimized resource planning and execution by collaboration with local and above market Functional Experts and Gate Keepers from Finance, Operations, Product and Packaging
End to end responsibility of Pall Mall’s marketing mix conceptualization to execution to ensure sustained share growth and brand profitability
Initiating and leading consumer validation researches to monitor Product/Brand Health and identifying offer potential & relevance of planned innovations
Key stakeholder in global brand authorship and manifesto revamp by virtue of being Pall Mall’s global lead market
Leading Pall Mall’s repositioning and communications deployment across Shopper Channels through various Awareness & Customer experience activities
On a BAU basis, monitor performance on operating guidelines for each work stream i.e. Supply Chain, Sales, Quality, Trade Marketing
Monitoring competition activities/intelligence and development/updating of competitor NPI and price war scenarios and counter launch plans through periodic War Room Exercises.
Responsible for Development plan implementation & management of Assistant Brand Manager & rotational Management Trainees
Identified value growth opportunity for Pall Mall through an upward line extension in Aspirational Premium segment. Since this move would activate the untapped segment, there has been a change in the Brand Team Structure. In my new role, I have been assigned NPI development to deployment responsibility of this new initiative
Operationalizing all brand campaigns and NPIs by coordinating on operational details with all key project stakeholders
Day to day Creative agency management to ensure effective implementation of Shopper Marketing & communications strategy through market relevant designs and touchpoints.
Developing end to end campaign deployment and execution plans including availability of campaign touchpoints across Trade Marketing offices, Field Force incentive plans, launch kits preparations and all internal & external communications
Monitored brand expenditures to ensure effective budget management.
Monthly reports to Brand Manager VFM on brand’s operating performance i.e. Shipment & Secondary Sales data, Channel wise performance, Retail Audit analysis, Quality Indices results, Call Centre Complaints data, Cycle Evaluations, Finished Good logistics reports
As a stretch project, key member during the initial stages of Portfolio strategy revamp. Was assigned complete ownership/responsibility after change in role
• Managed BAT’s business through 27 Valued Business Partners (distributors), 4 direct reports, 64 VBP resources and 28 Communications agency resources
• Implementation of central Brand plans and Area specific plans to achieve annual sales, distribution and visibility targets
• Formulation of Area’s sales forecasts on a 24 month rolling basis and optimum stock holding at VBP & company warehouses
• Ensuring optimal motivation level and skill set development of 4 direct reports through Development plan, OTJ, periodic 360 degree sessions, regular market visits and out of office activities
Various project based attachments in all key Marketing sub-functions in Korea and Pakistan