Vienna, Vienna, Austria
Internationally minded and competitive, I have spent my professional life effectively branding products in global markets for companies such as Coca-Cola, Kraft Foods, and Baskin-Robbins throughout the Middle East, Northern Africa, and Central, Eastern, and Southern Europe. Fanta, Toblerone Chocolates, Kraft Cream Cheese, Tang, BEL Group and Baskin-Robbins sit solidly in my portfolio of branding, re-branding, and launching marketing successes worth millions of dollars. Among them is the Baskin-Robbins Free Ice Cream Campaign, which was the most trending item on Twitter worldwide in 2013. I live to light up social media and watch the product travel. As an experienced marketing director in many regions of the world, multi-lingual and culturally well-versed, I have bettered the companies I serve through marketing campaigns that have increased sales, profitability, and public appeal of our products in global and sometimes difficult markets. A “chief atmosphere creator,” I have been privileged to lead stellar teams to garner, among others, a EFFIE “Best New Product Launch,” a EFFIE “Best Use of CSR,” two Marketing Excellence Awards for Dunkin’ Brands Int., and, most recently, a Gold MENA Digital Ward by MDA “Best Use of Mobile.” During my career I have headed repackaging launches, redefined corporate and brand strategies for entire regions, revolutionized the face and communication of specific brands, launched new products in new regions, and worked with R&D to formulate new products and new packaging. My work is informed, timely, and effective for my stakeholders.
As a Senior Consultant for Multi-National (The Coca-Cola Co., Danone, Princes Foods) and Regional CPG Clients (GoodMills), I bring extensive experience in market research, marketing, shopper marketing, category management, and sales to the table. My responsibilities are far-reaching and allow me to make a significant impact for my clients. Responsibilities: • Advising clients on the best analysis methods to answer their questions and presenting concept proposals. • Creating reports, analyses, and presentations for clients. • Analyzing risks and potentials for client brands using GfK (Shopper Insight Monitor) tools • Briefing country and project teams on client requirements and objectives • Supporting the planning and coordination of client projects and presentations • Continuously monitoring and analyzing market and competitor developments • Supporting the implementation and development of best practices in market research, marketing, and sales • Identifying market trends and consumer insights to drive the development of new products and marketing strategies
Member of The Business Strategies Group of Southern California Responsibilities: • Provide knowledgeable, objective financial guidance to small and mid sized businesses concentrating on business continuity and succession planning, executive & employee benefits, company retirement plans. • Analyze financial information obtained from clients to determine strategies, financial products and services to help clients meet their financial objectives • Build and maintain client base, keep client plans up to date and acquire new clients on an on-going basis. Customer relationship marketing (CRM)
Responsibilities: Middle East, 700 outlets + Retail + HORECA • Responsible for setting of objectives, strategies, and action plan (marketing calendar). Ensure resources and budget are in line with P&L, and accountability cascaded to marketing team. Periodic budget and P&L review/re-alignment. • Rolling business planning. Deliver against strategy KPI’s and budget ensuring ROI. • Develop & Execute effective award winning 360 campaigns including TV, Print, Radio Digital marketing. Provide all training, launch, and marketing collateral in collaboration with principal, creative, media and digital teams. Social media marketing initiatives. • Issue monthly CEO report detailing results of analog and digital results vs KPI’s along with recommendation and rationale incl. competitive analysis. • Commission proprietary market research, tracker and “dip sticks” – drive product innovation funnel by continuously gaging consumer insights, consumer trends, and need states. Market analysis. Product Development. Product marketing. Product management. • Lead external agency relationships; including creative, media, digital, PR, Grassroot initiatives and events. • Adhere to Galadari Bros. Group policies, procedures and processes. Oversee tendering, pitching, negotiation, contract finalization with legal team for all marketing suppliers. Propose efficiencies, share best practices with group mkt teams & Dunkin’ Brands quarterly webinars (world-wide). Achievements: • Lead brand marketing including digital team to develop fully integrated marketing strategies and business plans for a $200mm international business focusing on driving traffic, increasing average check and growing profitability. • Achieved the highest Brand Equity Index ever of 7.8 in 2014, and highest TOM (Top of Mind) awareness and “brand recommendation” in March 2015. (KSA). • Executed the Expo 2020 “Baskin Robbins Free Ice Cream Campaign which was the “most trending item on Twitter, world-wide”, 2013. •
No. 1 Bottled Water Co. in the United Arab Emirates. Responsibilities: Middle East and Global Export Markets. • Define & re-formulate corporate and brand strategy for the GCC and core export markets including Japan. Develop corresponding internal and external communication message aligning & communicating new corporate vision/mission with objectives/strategies and actions. Strategically orchestrating all marketing communications. • Corporate Re-branding and development of corporate / organisational identity of Masafi, incl. Re-branding of company branded collateral to generate a positive, unified halo over all Masafi branded products and total business. • Public Relations & Media relations with regard to monthly corporate topics, product launches, corporate social responsibility; Press releases, “Launch - Events”, press conferences, TV and Radio interviews. University and industry lectures. Government relations, municipality co-ordination and relationship development. • Owned sustainability strategy covering product, packaging, manufacturing. • Develop annual business and marketing plans for each category/sub- brand for the GCC and core export markets incl. Japan. (sub brand marketing) • Executed innovation funnel for each sub brand, planned launch and commercialization. Developed marketing communications for each launch. • Marketing Management, Brand Development, Brand Management, Product Strategy, Product Marketing, P&L Responsibility, New Business Development, Trade Mark and legal responsibilities. Cross-function team leadership. • Execute effective award winning 360˚communication brand campaigns; Oversee print production, trade-marketing initiatives, event (Dubai Duty Free Tennis Championships, Dubai International Arabian Horse Championships), and tradeshow participation (Gulf Foods). • Corporate Website, on-line marketing, CRM, intra mails, social media and reputation mgt (incl. crisis mgt), Call center mgt.