Marketing professional with 15+ years’ experience in managing and shaping brand strategies and marketing initiatives. Expertise includes brand building and management, trade marketing, digital marketing, events organising, and market research. Solution-focused with a team-oriented mindset and strong influencing skills. Self-motivated and proactive with ability to meet tight deadlines in a changing market environment. Proven leadership and financial-based decision-making skills.
Trade Marketing Director
- In charge of improvement and implementation of in-store visual merchandising as well as in-store activation activities for brand launches and campaigns nationwide
- Drive at least USD 1.5M incremental monthly sales through brand ambassadors
- Implement in-store activation activities for brand launches and campaigns
nationwide
- Collaborate closely with operations team (Turn Key Unit) for store openings (FY target is 400 new stores)
- Coordinate implementation of in-store signage and collaterals, including planogram design
- Ensure coordination with promodisers and timely implementation of promo and campaign collaterals
- Grew in-store sales through brand ambassadors by 20% in a span of four months
Marketing Manager
- Delivered, implemented and executed marketing strategies and goals to drive volume and increase revenue, market share, and built brand equity
- Implemented overall brand marketing strategy through aggressive ATL and BTL marketing, social media and content marketing, media and public relations
- Implemented local and national events and promotions to drive awareness and loyalty
- Analysed customer insights, consumer trends, market analysis, and marketing best practices to build successful business strategies
- Planned and implemented a successful nationwide rebrand in 2012 in just 3 months
- Grew brand awareness from 35% to 86% within 10 years
- Leader in social media engagements and reach in the industry; Average engagement rate: 10%; Average conversation rate: 6%
- Contributed to the increase in volume by 6.2% CAGR; EBITDA by 9.6% CAGR and NIAT by 14% CAGR
Promotions and Research Manager
- Analysed the market through market research and insight that in turn drove brand awareness, loyalty, and trial through initiatives such as POS branding, national and local promos
- Planned and implemented the successful rebranding
- Created and implemented national loyalty programs for consumer and trade
partners, including new user promotional activities
Account Manager / LPG Sales Support
- Supported the LPG business in delivering growth targets by activating commercial accounts particularly centralised and chain accounts
- Maintained and developed relationships with key commercial accounts and B2C distributors
Bachelor of Science in International Business and Economics
Professional Development Training includes:
- Business Analytics for Marketing Masterclass
- High Performance Habits
- Developing Compelling Value Propositions
- Compelling Channel Management
- Building Good Media Relationship
- 5-day MBA
- Building Good Media Relationship
- Influencing Skills Using 3D Language
