Malaysia
I am a Brands and Consumer Analytics professional with 8+ years of experience in top multinational companies. Expert in: Consumer Analytics & Insights Digital Analytics & Performance Optimization Brand Development & Growth Strategies Data Visualization & Interpretation Consumer Behavior Studies Market Trend Analysis
- Planned and Executed 2 new Ads for Everyday & Instant Tea Mix which was pushed Nationwide on all offline and online media. - Led the brand restage of Nestle Everyday Instant Tea Mix with an emotive IMC campaign (“Tum Mein Hai Kuch Khaas”), encompassing TV, OOH, Wet Sampling Drives and engagement focused Digital and POSM leg. Supported on-ground through system wide collaboration and trade execution. - Created zonal strategies based on face-to-face consumer & retailer interactions and Household Panel insights of Key Zones.
- Implemented the new Ad Testing Methodology across all of Nestlé’s Brands - which is now the established standard for Nestlé’s pre-launch Ad testing. - Re-launched the Retail Audits for Nutrition and Juices in 2022 – along with multiple Shopper Studies for the Beverages portfolio. - Led the 2022 Brand Insights Plan for Fruita Vitals based on identifying target SKUs & Pricing Segments in the wake of inflation - providing core insights related to category, competition, occasions, and channels. - Executed the Packaging Study for the Nestlé Nutrition Essentials Range (Lactogen & Cerelac Essentials) – ensuring differentiation from the core range while managing cannibalization. - Identified core Consideration Drivers for Nestlé Cerelac and applied them across relevant consumer Touch Points – driving significant improvement(s) in penetration. - Headed the post-Ad tracking initiative across all of Nestlé’s brands to create a learning database based on Advertising Effectiveness and Marketing Accountability.
Received 3 Excellence Awards by Nielsen for Project Execution, Business Development & Project Delivery - Designing and executing studies to assess promotions, product mix, pricing, and messaging; employing data analytics for performance reporting - Total proficiency in data visualization via Power BI. - Executed packaging analyses studies for FMCG clients across Pakistan – successfully positioning the upgraded product(s) at premium price settings and higher consumer markets - Developed various annual Shopper Journeys, aiding data-driven marketing to ensure targeted sales - Spearheaded the retail tracker for the biggest FMCG operating in Pakistan - measuring sales impact of on-ground BTL activities. Successfully mapped marketing to sales effort(s) of 360 shops in 6 months - Worked closely with Pakistan’s leading food scientist to develop flavor milk formulations by designing Ingredient Branded consumer testing activities
Direct Client Liaison - Coca Cola & Nestle: - Extensive experience with facilitating Brand Launches and Brand Equity Tracking - In charge of setting tactics involving promotions, product mix, pricing, and messaging; analyzing subsequent consumer experience(s) - Current category experience widely includes Dairy, Beverages, Cement, Snacks, Apparel, etc
Marketing & Development Research for CPEC Logistics: - Carried Research Planning for the Mega Logistics Park in Havelian. - Worked on developing business relationships with Chinese logistics and construction companies. - Managed the CPEC Logistics International Forum - Developed exploratory reports for projects opportune to NLC & private Pakistani logistic companies. - Managed marketing endeavours of all NLC projects related to CPEC.
- Committed to expand a Glasgow based company into China & Japan by fronting communication with potential partners abroad. - Employed VRIN & Strategic Group Maps amongst other tools to develop a complete marketing plan aiding the expansion.