About me
An enthusiastic, commercially astute and diligent Marketing Executive with more than 5 years FMCG experience.
My professional experience lies in developing & implementing marketing activities (ATL & BTL) to achieve brand awareness and lead generation.
Key Skills: Campaign Planning & Analysis, Project Management, Marketing Budget Control, SMM, Effective Brand Presentation, Market Research, Lead Generation, Collateral Development, Marketing Statistical Analysis, Event Management, Agency Relationships and Report Production.
I am easy going, yet passionate about what I do, and determined to do it right.
Work history
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ASSISTANT BRAND MANAGERVEETEE
Rochester, United KingdomFull Time
• Develop brand plans with a clear focus on objectives, market trends including commercial feedback from the trade
• Lead the creation process relating to TV properties and take responsibility for the strategic direction of specific campaigns to promote Veetee
• Develop and lead production of content, including photography (recipes & product), video, bespoke TV property in key ethnic channels (Star Plus, Sony TV, etc.), brand advert, radio, press and OOH
• Responsible for all digital, radio, instore tasting and press campaign for Sainsbury’s, Asda and Costco
• Support Marketing Manager with pricing (following Regional guidelines) and quotas in conjunction with sales (P&L, margin, forecasting)
• Produce brand performance reports by analysing internal, Nielsen, EPOS & Consumer panel data, as key input to the monthly business review meetings
• Build and maintain relationships with key senior stakeholders throughout the business
• Manage new packaging and redesign process from composing initial agency design briefs and attending international print runs (Italy, Holland & India) to managing time frames of finished goods deliveries across all branded products
• Experience in conducting market research (qualitative and quantitative surveys) on brand perception, consumer segmentation and packaging change
• Manage process for any incoming NPD; work up NR potential and strategic rationale for introduction of product
ACHIEVEMENTS
• Led Veetee Mega Meals BTL campaign after hitting 60% of distribution (evaluated internal customer gaps, created bespoke activity for sales team which lead to ensure listing, identified and agreed a plan for internal van sales targets) which led to 31% volume growth in Q3 2017 and Q1 2018
• Solely responsible for creating a bespoke TV content, Mega Meals Diwali Special TV Show with Sony TV and led the whole process which reached 98,000 TG (Source: BARB Oct’18) making it one of the highest viewed bespoke content in Sony TV during Oct 2018
• Collaborated with Business Development Director and Sainsbury’s Account Manager to deliver JBP that resulted in a 29.5% YOY value performance improvement post implementation
• Identified and presented a category rationale and marketing plan to ASDA that resulted in 3 SKUs being relisted in 500 stores (following a delist the previous year) and did in-store sampling which increased EPOS sales by 91% in the latest 12 weeks period
• Developed relationship with Oriental Group (Holland) buyer and presented a recommendation that led to the implementation of improved shelf presence, incremental listings including NPD, enabling Veetee to achieve the highest brand growth within Oriental Group YOY, whilst the retailer also enjoyed category growth (in 1121)
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MARKETING EXECUTIVEVEETEE
- Rochester, United KingdomFull Time
• Managed annual marketing budget with a aim of effective utilization of brand spend as well as reducing overhead costs
• Collated intelligence on a range of competitors’ measures including: strategies, pricing, product offerings and marketing activities to attain competitive advantage
• Briefed external agencies and media suppliers – Identifying, negotiating and optimising media options across key channels in line with brand marketing plans
• Lead ATL & BTL advert creation from initial creative brief through execution and delivery
• Managed online content, monitoring PPC, display advertising and social media management for Veetee brands
• Responsible for design and delivery of creatives including display banners, hero images for landing pages, microsites and graphics for social media channels
• Managed corporate product packaging in compliance with legal, brand and consumer requirement
• Conducted monthly review of brand sales [profitability index against budget and last year’s performance], NPD development and marketing initiatives to build stronger brand strategies
• Monitored market trends, category performance and SKU performance to identify opportunities in the market [Source: Kantar and IRI]
ACHIEVEMENTS
• Managed on pack consumer promotion which led to 39% increase in sales for smaller SKU
• Initiation and implemented in-store merchandising plan to increase awareness and distribution
• Worked in a cross functional team to implement web forms, sales journey planner and vendor survey chart using Microsoft Dynamics CRM
• Conceptualised consumer research project to gain a wider understanding of consumer group and their needs
• Implemented retail activation strategy for key trade events with major C&C which led to 9% increase in monthly sales
• Co-lead NPD projects delivering 10% incremental sales in the first 2 months post product launch
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Skills
- Budegting
- Campaign Activation
- Presentations
- Analysis Reporting
- Project Management
- Market Research
- Lead Generation
- NPD
- Agency Management
- ATL BTL
Education
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Master of Business Administration (M.B.A.)University of Wales Institute, Cardiff
- Cardiff, United Kingdom
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Bachelor of Science in Information Technology [Bsc – IT]University of Mumbai
- Mumbai, India
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