International Brand Manager
Panasonic
Total years of experience :16 years, 9 Months
• Analyzing Panasonic brand positiob and consumer insights
• Shape and communicate Panasonic vision and mission in Saudi market
• Translate Panasonic elements into plans and go-to-market strategies
• Managing a marketing team to work on brand initiatives
• Lead creative development to motivate the target audience to "take action"
• Establish performance specifications, cost and price parameters, market
applications and sales estimation
• Measure and report performance of all marketing campaigns, assess ROI and
KPIs
• Monitor market trends and competitors activities
• Monitor product distribution and consumer reactions
• Devise innovative growth strategies
• Developing and optimizing marketing campaigns (product launching and
promotion)
• Tracking budgets with an eye towards maximizing gains and reducing costs
• Oversaw planning and execution of targeted sales and marketing strategies.
• Established budgets for programme activities and controlled expenditure to meet targets.
• Defined business strategies and roadmaps to drive performance across sales, promotions and marketing departments.
• Allocated teams, materials and calendar space for individual projects.
• Coordinated and managed paid marketing campaigns on different platforms, carefully overseeing results to deliver maximum ROI.
• Customized promotional strategies to meet needs of different clients, products and services.
• Strategised cross-promotions with new and existing partners to expand sales and marketing opportunities.
• Created professional sales presentations to creatively communicate product quality and market comparisons.
• Conducted regular market assessments to stay current on trends and maintain readiness for changes.
• Developed marketing plans to support department strategies.
• Generated ideas and concepts for paid ad content, monitoring spend against performance for continued profit improvements.
• Analysed sales reports to identify trends and update strategies.
- Work closely with the Sales team from all channels and Marketing team to develop best in class trade/shopper marketing strategies and integrated retail marketing calendar.
- Create and execute retailer-specific programming.
- Collaborate and lead cross-functional communication with Sales and Marketing teams in support of trade/shopper marketing initiatives across KSA.
- Develop a mix of tactics that strengthen brand relevance.
- Manage budget and return on investment (ROI) for all trade/shopper marketing initiatives.
- Develope and present retailer presentations with respect to marketing and promotions, with the goal of generating retailer support and superior execution of programs in-store.
- Work directly with retail partners on the development of promotional programs, loyalty card promotions.
- Identify and develop necessary visibility tools including point of sale and all assets to increase brand presence, market share and improve customer experience in-store.
- Research and maintain an understanding of the latest trends in successful trade/shopper marketing solutions, and proactively drive the marketing team toward new and innovative solutions driving to retail.
- Strive towards continuous improvement of vendor selection to ensure the company is receiving maximum benefit for its investment in the delivery of retail marketing promotions and activity.
- Serve as a liaison with outside agencies on ongoing promotional campaigns and making sure that the promoters are meeting the targets for focus SKUs.
- Oversee development and production of promotional and collateral materials.
- Guide preparation of marketing activity reports/recaps and present to executive management.
- Manage and track all activity/promotional discounting programs plan, manage and execute a calendar of trade shows nationally.
- Facilitate all marketing requests from the sales team and be their go-to person for marketing support.
- Assist brand team with product launch plans, and brand education for sales team and distribution partners
-Monitoring the execution of Trade Marketing benefits per BDAs
-Monitoring the execution of Trade Marketing activities that include Tasting, Branding, and key retail
festivals and activities.
-Studying the market for branding opportunities.
-Follow-up on implemented branding.
-Coordination between the Sales Team and Branding Agency.
-Handling wholesale signboard contracts and implementation.
-Handling wholesale Sadia freezers contracts and installation.
-Following the merchandising strategy of the concept.
-Ensuring all opportunities is maximized through effective use of visual merchandising methods.
-Ensuring that effective merchandising layout is implemented in relation to sales target and store objectives.
-Working with the management team for determining specific visual merchandising needs, give feedback and more suggestions.
-Creation of in store displays.
-Arranging special product displays and events.
-Coordination with the Store Manager regarding the tasting and the launches of new products.
-Responsible for planning & execution of the BDAs signed with the consumers.
-Managing and motivating the sales team to achieve the targets.
-Ensure excellent deployment for the shelving visibility.
-Preparing and discussing all the promotion with the consumers, the timing of the promotion and number of items in the flyer.
-Reports about market feedback, competitor feedback, and data analysis, monthly coverage of the team and monthly achievement.
-Follow-up the sales team for the execution of the plan, payment & collection.
-Keeping up to date with products and competitors.
Tasks and responsibilities included the following: Covering the Key Account Customers, preparing promotions plan and proposal for all events, distribution and collection in the Western region, processing orders, checking item availability, item displays.