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Forward thinking, goal-oriented and commercially- minded marketeer with 7+ years experience in FMCG, Art, Design, Stationery, Electronic, Beauty, Luxury Fashion, and Governmental sectors, B2B & B2C Proven track record in leading projects from idea generation to new product development as well as global, regional and local marketing strategy design and implementation in-store & online Highly motivated, entrepreneurial, with a deep passion for developing innovative marketing campaigns and finding creative solutions
BRAND ACTIVATION / TRADE MARKETING MANAGER UK, ColArt, London, 11/2015 - 7/2016 Entirely responsible for retail marketing strategy for the world’s leading fine art materials brand, Winsor & Newton and the world’s finest art paper brand, Arches, as well as supporting concepts development and implementation of campaigns for all other ColArt brands: Snazaroo, Liquitex, Conté à Paris and Reeves Planned, executed and evaluated multi-channel, in-store & online, Brand Activation Campaigns in collaboration with retail partners accounting for 90% UK sales, including specialist / high street and mass market accounts such as: Cass Art, London Graphic Centre, WHSmith, The Range, Sainsbury’s, Tesco, Amazon, Hobbycraft, Argos, Paperchase, Wilko, Hamleys, Waterstones, etc. Key Achievements Growth of total Winsor & Newton brand in the UK 10% YOY (which formerly was in decline for 2 years) Growth of the largest product category for Winsor & Newton 17% YOY (after years of decline) and another, new to the brand category at 11% YOY, results of creating effective brand activation and NPD launch strategies, execution of successful omni-channel campaigns, gaining secondary placements in stores, effective communication (online & in-store), building strong partnerships with retailers and influencers and store staff straining programmes Increased sales at 9 out of 10 managed retail accounts, with the average growth rate of 26% Executed national NPD launch of the greatest innovation in the sector in centuries - Winsor & Newton Pigment Marker, in collaboration with ICA, University of Arts London, House of Illustration, Mall Galleries and retailers Developed communication tools, which supported gaining new listings at Sainsbury’s, Argos and Waterstones Took a proactive approach to communication and relationship with the Global Brand Teams and shared best practice with international teams, which increased efficiency, brought budget savings and brand consistency across the business at the international level After just 2 months in the business, my brands portfolio was increased by newly acquired, iconic brand, Arches
Shaped shopper & trade marketing strategies for three retail channels across entire Premier Foods portfolio, 6 categories, 16 brands including: Sharwood’s, Loyd Grossman, Cadbury, Mr. Kipling, OXO, Bisto, Ambrosia, Batchelors, McDougalls, Homepride, Paxo, Bird’s, Angel Delight etc. Developed and implemented comprehensive, customised shopper & trade marketing plans for 11 key accounts aligned with brand, channel and retailer objectives; supported total of 22 accounts Identified and evaluated campaign worthy events that build brand equity, deliver category growth, increase volume/basket spent, revenue, penetration and frequency Planned and managed execution of the events and NPD launches in store, online and in press Responsible for leading brainstorms, writing briefs, overseeing all creative development and implementation - managed design, print, PR and logistics suppliers to ensure effective & efficient creation and delivery of campaigns Managed budget £1m to maximise ROI Key Achievements: Developed Concepts for Christmas Campaigns (2014 & 2015), which appeared in trade media on 1st pages and was the top most popular story on trade websites ????????????????Marketing Manager In Q1 2015 launched two shopper marketing campaigns, sales increase of +21% above the target Developed & implemented 6 seasonal campaigns with relevant POS concepts throughout the year 2015, which all gained secondary placements in-stores Launched time & cost-effective systems of POS distribution, which brought significant savings (of up to 65%), led in driving for efficiency improvement across shopper marketing Introduced new briefing process and incentives system for field sales / route to the market team to enable and motivate them to deliver first-class execution Delivered qualitative improvement of in-store and trade communication
Aryzta is the 2nd largest bakery company in the world owning brands: Delice de France, Cuisine de France, Otis Spunkmeyer, Coup de Pates, La Brea, Hiestand, Projuce and Cheeky Moo. • Formulated and executed strategic initiatives to drive channel sales • Planned, managed and delivered all marketing communications for retail customers & trade:, in-store Visual Merchandising & POS, customer presentations, advertisements, product brochures & website • Analysed shopper insights, conducted competitor analysis and briefed product development teams to deliver relevant NPDs to the market • Formulated brand guidelines and brand activation initiatives • Worked cross-functionally with international teams on launching new products and brands in the UK • Managed key agencies including print, online, PR and design Key Achievements: • Improved, planned & implemented Cuisine de France brand revitalisation and in-store merchandising concept, which increased sales by 54% amongst existing accounts and enabled gaining new ones • Defined launch strategy, product category & mapped roll-out plan for a new American sweet bakery brand Otis & revitalisation of Cuisine de France across the UK in variety of sectors including: retail convenience, supermarket, high-street, travel, forecourts • Recommended new brand, product and advertising strategies, NPD launch, improving display solutions, packaging, in-store POS, introducing e-mail marketing, training of the sales team and retailers, presented concepts to the UK & European Concept Teams • Introduced annual advertising & national promotion plan for national convenience groups, forecourts and independent retailers • Conceptualised advertisements in trade publications & in store: increased incremental sales by 17% • Generated savings of 90% for print campaigns • Formulated new tiered branding and customer segmentation strategies
MARKETING & BUSINESS DEVELOPMENT MANAGER EUROPE, House Foods Group, London, 2010 - 2014 House Foods is a blue chip global FMCG company with $2.5bn sales, specialising in spices, cooking sauces, health foods and functional drinks (energy, sports, beauty, etc.), all sold to retail (including Top 4 UK grocers) and foodservice • Formulated and managed short and long-term marketing strategy for UK & Europe • Created concepts for new product category, NPDs and all marketing communications • Analysed insights, tracked competitors, monitored market trends, researched consumer expectations and conducted store visits around Europe and USA to identify viable B2B, B2C, B2B2C and Merger & Acquisition opportunities in Europe - produced reports and executive summaries distributed amongst all international divisions of the company (EU, Americas, ASEAN) • Built relationships with third parties, through which a multi-million sales of House Foods in Europe was driven, cooperated with people from various backgrounds, at all levels of seniority • Planned, provided directions and coordinated work of all external services providers across Europe and cooperated with multiple internal divisions in Japan and USA • Resourcefully managed budgets, identified savings opportunities • Supervised an assistant and temporary staff: team of four Key Achievements: • Increased market share from 0-10% to 30-95% amongst managed product portfolio trough effective shopper, consumer and trade communication • Established “Java Curry” as Nr. 1 Japanese / katsu curry foodservice brand through effective participation in promotional events, advertisements and social media presence • Formulated recommendations for packaging re-design of “Tofu Shirataki” in USA & Canada, which contributed to sales increase of $3 million • Predicted market trends, developed product concept (created a new brand, coined name, concepts for logo and packaging design) and negotiated launch of innovative low- and zero-calorie pasta products, which achieved the fastest sales growth amongst all company products across Europe and added value to the category
Advised the company President in developing international marketing strategy • Managed design production of printed promotional materials and packaging for luxury fashion brands including: Louis Vuitton, Chloé, Cartier, premium beauty and food products • Organised exhibitions and PR events at Ginza Graphic Gallery & Hillside Terrace and presence at trade events at Tokyo Big Sight • Provided recommendations on improving functionality of company website and online store Key Achievements: • Created product & packaging concept, branding, sales & PR strategy for Graph’s first retail product, that would deliver growth of the category - the range was extended due to popular demand • Identified and evaluated potential new markets for the company’s products and services: international retail, intercultural design consulting, design & printing education • Acquired international accounts in new to the company sectors • Implemented new methodologies of design & branding (kansei, story-telling) • Researched, analysed & presented case studies of failures of international companies on the Japanese market (IKEA, Tesco, Carrefour, Vodafone) and successes of Japanese visual culture products overseas to develop plans for a new inter-cultural design & marketing consultancy division