Assistant Brand Manager
Global Export Marketing Co. - American Garden / Diamond
Total years of experience :10 years, 5 Months
RESEARCH
• Price sensitivity analysis, Price restructuring, Retail data analysis, planograms and merchandising guidelines, consumer usage and attitudes, product/category encyclopaedia,
BUSINESS ANALYSIS
• Annual business performance review, Contributions and profitability analysis, MDF allocation, Budgeting
STRATEGY
• Brand and Marketing strategy development, Commercial Planning and AOP
BRAND DEVELOPMENT
• Brand evolution of American Garden, redefinition of footprints and visual identities.
• Developed new brands as per the expanded offering
• New brand website for American Garden in line with the new brand guidelines
ADVERTISING
• Conception, development, adaptation and execution of seven new communication campaigns, which included TVCs, radio, print, online, outdoor, indoor, cinema and POS materials.
• New communication design and advertising strategy development for American Garden
• New Diamond communication campaign based on product reformulation and expanded offerings
• Social Media strategy development and execution with an agency.
TRADE MARKETING
• Annual Promo Calendar Development by markets and brands,
IMS Analysis
• Distributor performance reviews, selection and engagement, contracts, incentive structure
• Designed and produced promo packs and stickers; arranged co-packing
• Produced, distributed and coordinated POSM implementation
• Post promotion and campaign reviews
MEDIA
• Media planning across ATL, BTL & digital/social, spanning GCC and Africa, maximizing reach and exposure of the target audience within budget
EVENTS & EXHIBITIONS
• Exhibitions and trade events in KSA, UAE, India and Nigeria.
• Event sponsorships and in-store sampling activations
PR
• Ensured max local media exposure and PR mileage for all events
• Edited and wrote copies and articles for editorials and print campaigns
NPD
• New category developments and extensions, packaging changes and label/pack (visuals and back-of-pack info) updates
MISC.
• Lead and coordinated with multiple branding, research, advertising, media, promotions and print agencies.
• Tracked expenses and allocations, budgeting
• Mentored a marketing executive; managed two in-house designers
• Consolidated sales and NPD inputs from BDMs and distributors
RESEARCH & ANALYSIS
• Retail data analysis, Market and price surveys, annual business performance review
• Liaised with agencies for Consumer & Market Research, Insight generation and presentations
ADVERTISING & BRAND DEVELOPMENT
• Consolidated requirements & prepared briefs
• Brand evolution of American Garden, redefinition of footprints and visual identities.
• Liaised with branding, research, advertising, media and print agencies.
• Ensured all collaterals were developed with regional and local adaptations
• Conducted category development exercises for F&B (food and beverages)
TRADE MARKETING
• Designed and produced promo packs and stickers; arranged co-packing
• Produced, distributed and coordinated POSM implementation
• Market visits ensuring availability and visibility across channels, distributor & BDM support
MISC.
• Expense tracking
• Supported in planning and execution of exhibition and ev
• Conducted budgeting and variance analysis across multiple functions
• Forecasted and allocated sales and reported P&L by regions, products and categories.
• Job-order and product costing, expense tracking, price analysis, purchase order cycle and payables reporting
• Business planning for a retail chain, including market sizing, locations analysis, operational and financial planning.
• Sales analysis by articles, categories and outlets - flagged cross-selling and up-selling opportunities
• Forecasted demand for order planning, Category Assortment Planning (CAP) and safety stocks
• Tracked product lifecycles and impact of promotions, actions, visual merchandising and in-store communications.
• Reduced overstocks, managed obsolescence risk and minimized inter and intra range cannibalization
• Managed all aspects of operations including production planning and coordination, procurement, inventories control and forecasting, order management, key clients’ liaison, staffing and finances.
• Supplier performance appraisals, costing, pricing and exports.
• Improved a number of procurement, resource and production parameters, including lead and cycle times
• Attended exhibitions and fashion shows in Poznan and Brno and engaged new business leads.
• Conducted market research and developed an eBrochure and online ordering platform for clients.
• Created new promotional materials, print and giveaways, in liaison with advertising partners
• Focused on supplier engagement and all parties involved in the supply chain, building lasting relationships to ensure quality and timely delivery of the required materials on best terms.
• Managed leather procurement and other related aspects including new product development, sampling, ordering, contracts, quote requests and payments.
• Conducted negotiations with suppliers and third parties and coordinated with the Manager for dispute resolution.
• Created weekly reports of target and actual purchases as well as reported any delays or bottle necks in the pipeline.
• Conducted market surveys to generate new supply channels for existing and new products, as well as, to monitor price point movements up and down stream
Worked on three corporate projects Carbon Credits (Tullett Prebon, UK): Analysed the factors leading to variation in the prices of different VER standards across various regions and project methodologies and through the different stages of project lifecycle pre and post issuance. Provided recommendations to the Company on how to achieve an efficient market clearing mechanism. Invicta (Poland): Investment Planning and Internal Controls Consulting - Developed an integrated framework for Invicta to assess the efficacy of its investments on customer satisfaction and devised new budgeting and investment appraisal procedures to assist the Chairperson monitor and control the company effectively in the face of its rapid expansion Friends Reunited (ITV Group Company, UK): Analysed the current strategy of the company and its role in the ITV group in light of its unique culture and industry environment. Conducted a survey of the target market and an in-depth scenario and competitive analysis and proposed a new revenue and pricing strategy and operational improvements to the management
