Senior Brand Manager
Continental Biscuits Limited J.V Mondelez International
Total years of experience :9 years, 6 Months
• Managing a portfolio of PKR 8bn - Tuc & Bakeri Range
• Planning and executing long term Business & Brand strategies, through identifying opportunities, and designing holistic campaigns; inclusive of marketing, branding, on-ground, digital, consumer & trade.
• Managing Brands P&L to ensure profitable growth.
• Revamping the brand positioning, to increase relevance amongst the current TG, trends, and behavior, through a complete IMC for Tuc with the new brand mantra “Blame the Bhook”. The campaign was launched via Digital and PR first, followed by deployments on other marketing vehicles, leading to overall improvements in the brand fundamentals and 50% positive swing vs preceding months.
• Widening the consumer base & consumption moments through a new segment launch in the Pakistani Market of Baked Munchable seasoned
cracker - Tuc Bites.
• Launched a holistic MARCOM on Bakeri Nan Khatai through highlighting the majestic origins of the product leading to 2.5x increase in major brand emotional attributes, a massive improvement
in overall brand funnel and 30% positive volume swing vs previous months.
• Launched a massive campaign on Bakeri Nan Khatai paying homage through an IMC on the brand, building importance of the language &
the art of poetry. IMC included: packaging changeover, ATL, BTL, Print, Digital & PR, Press Conference, Outdoors.
• Lead 25% of the CBL portfolio catering to diverse age groups, income segments and psychographic profiles.
• Launched Bakeri Classic as a flanker strategy to combat major players in Plain Soft Biscuit Category, gaining 12% market share in first year.
• Responsible for formalizing the marketing and sales fundamentals for Bakeri Nan Khatai, leading to a 52% volume growth.
• Invested in Strategic Alliances with Tuc x Tang and Tuc x Dipitt to promote conjunction usage and buy rate to grow cracker segment, leading to 25% positive swing vs Last Year
• Inspiring and leading internal & external agencies/partners (Cross Functional Teams, Media, Creative, Digital, PR, Outdoors, BTL)
• Accountable for the optimal utilization of the marketing budget, maximizing ROI & ensuring profitable growth through P&L management.
• Effective Annual Brand Planning based on sales trend, consumer research, emerging trends, to get desired results for the brand
• Strategized growth & Innovation agenda on Green Tea Portfolio with MEX spending of PKR 400mn/year
• Crafted a winning strategy on Tapal Green Tea through optimal portfolio strategy, catering to expanding the brand manifesto from fitness to insight driven post meal consumption, along with
broadening the TG and consumption occasions.
• Revamped the packaging of Tapal Green Tea, to make it more modern and easily distinguishable of shelf through color coding of flavors.
• Portfolio Rationalization through discontinuation and launching of new variants Mango, Honey Ginger Green Tea & assortment pack.
• Launched Tapal Peshawari Kahva for selected but heavy consumers of Green Tea based on market survey, consumer panels and competition analysis.
• Focused on Trial generation through in tensive sampling, on ground activities and events to drive category growth.
• Oversaw an entire portfolio of Tapal Danedar - Loose Tea, Teabag, and Instant Tea with MEX Spending of PKR 800mn/year.
• Lead the way for Tapal Corporate to celebrate 70 years for the company, through packaging change and linking the milestone with 70 years of Pakistan through an extensive ATL communication.
• Launched 2 Thematic communications on Danedar, focusing on couple intimacy and role reversal.
• Launched of 2 strategic SKU’s 475gms and Rs. 50 pack post analysis through Market Visits, Consumer Panels and Retail Audit
• Fueled the growth agenda, through strategic long-term partnerships between Tapal Danedar & Nestle Everyday to penetrate Punjab pockets & Institution channel.
• Lead ATL & Digital MARCOM for maximum brand visibility during the Tea Wars in January 2016, which created a ripple effect with more than 250 brands jumping onto the brand wagon.
• Launched “Tapal Tea Taste Challenge, ” as a response to competition.
• Proactively supervised internal sales, digital trends, BHT scores, partners to ensure over delivery on KPI’s.
• Lead the biggest client of the agency - Bank Alfalah, playing a vital role in the re-branding process for the Bank.
• Lead the entire marketing functions through aligning, creative, strategy, studio, animation, and external vendors to ensure smooth operational flow