Senior Regional Brand Manager South East Asia – Foods (Knorr brand)
Unilever Asia
Total des années d'expérience :19 years, 7 Mois
- Responsible for all marketing activities for Core seasonings in Indonesia, Thailand and Vietnam
- Launched Market Development initiative in Vietnam resulting in +2% market share extending market leadership
- Lead the launch of What’s For Dinner platform across Indonesia, Thailand, Vietnam & Indonesia
- Delivered full IBC packs for Meaty Seasonings in Vietnam incl writing packaging briefs, IBC briefs, managing the IBC process and running the IBC workshops
- Delivered a full IBC packs for Meaty Seasonings in Indonesia incl writing packaging briefs, IBC briefs, managing the IBC process and running the IBC workshops
- Created a validated 12Q innovation plan for Meaty Seasonings singed off from the Global Leadership Team
- Managed to put Radiant back on the radar and secure 2nd biggest A&P support in 2010 and 2011 from the category after 2 yrs of no TV support
- Launched project Quidditch (complete relaunch of Radiant) in AMET and stopped share decline in SA after 10 yrs of consistent share loss.
- Delivered 2 full IBC packs for Radiant in SA incl writing briefs, managing the IBC process and running the IBC workshops. Both had a green PreView score
- Delivered 2 full IBC packs for Bars in West Africa incl writing packaging briefs, IBC briefs, managing the IBC process and running the IBC workshops. No funds for PreView
- Delivered 1 full IBC pack for DiG/OMO in East Africa incl writing packaging brief, IBC brief, managing the IBC process and running the IBC workshop. PreView to be completed in April
- Launched a complete restage of 3 local jewel bar brands in West Africa which was signed off by RCLT and CALT. Restage was based on evidence from new consumer research and included new packaging, propositions, pricing, formulations and IBC packs
- Created a validated 12Q innovation plan for Radiant agreed from GBT and RCLT post the brand suffering from having only 1 Global project in the funnel
- Launched project DIVA (complete relaunch of LUX) in Arabia which won a 777 Best Launch award
- Managed the advertising and promotion budget of the brand ensuring alignment with annual targets.
- Lead the cross-functional project teams, to ensure the launch of the planned innovations on time.
- Developed and executed a promotions strategy by country to ensure that it is in line with the category and country norms.
- Developed sales tools/materials to optimize impact of the sales team & ensure sales and distribution targets are met
- Planned and co-ordinated new product launches from concept to market, including packaging adaptation, volume forecasting and tracking and sales communications.
- Assessed the brand health attributes and sales figures on a monthly basis, and developed 30 day action plans to bring the brand closer to the agreed targets
- Worked with the BTL agencies to develop and execute 360-degree campaigns to support new innovation launches.
- Participated in the Category management project for the Skin Cleansing, coming up with a strategy to grow the category in our top customer.
- Presenting to the LT the innovation roll out plan including financial projections for the innovation, details on ATL and BTL activities.
- Conducted monthly updates on retail audit drawing conclusions and action plans from the results
- Responsible for HPC and F&B brands’ in-store activation.
- Had to be involved with outlets’ negotiations for placement of activation stands
- Had to come up with local activation ideas for different brands in-line with the regional platforms
- Had to build more than 20 Mega Displays for different brands
- Responsible for managing and leading 50 promoters and a personal assistant.
- Had to create sales-reporting forms as well as costumes and weekly briefing sessions for the promoters
- Had to manage and control POSM as well as creating cross-category merchandising tools
- Came up with creative POS solutions for customer-specific outlets
- Responsible for transforming regional marketing platforms into local activation ideas
- Companies in portfolio: Gillette, Unilever, L’Oreal, 3M
- Brands in portfolio: Oral-B, Duracell, Braun, Close-up, OMO, Comfort, Scotch-Brite, Scotch-tint, Post-it, Lipton, Dove, Vaseline, LUX progress, Jif