About me
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
Work history
Trade Marketing Manager
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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
Shopper Marketing Manager
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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
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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
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Skills
- Advertising
- Events
- Marketing PR
- Excel
- Office
- Powerpoint
- Trade Marketing
- Brand Activation
- Shopper Marketing
- Social Content Strategy
- Social Digital Marketing
- Shopper Marketing Campaigns
- Budget Timeframe Management
- Shopper Journey
- Campaign Activation
Education
Media, Culture Society European Economics Management
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Economics International Relations
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