Saida K.

My role is to lead the development and execution of the premium category marketing strategy and plans for 5 countries within the Cluster in alignment to the regional and global marketing strategy, working in partnership with Strategic Business Units to ensure commercial goals achieved. I report to the CEO and lead a team of 15 people functionally, 8 of which – administratively. What i do: • Infuse global and national category priorities, strategies on premium portfolio in the markets • Ensure top-notch understanding of the consumer in various fields across the region which forms the basis of local idea generation and execution. • Define ideas and programs which build brand image and increase understanding of the product functionality on a local level (working closely with National Marketing Specialists). • Be a regional intelligence, sharing market insights (consumer insights, competitors, etc.) with the national team. • Work in conjunction with the regional sales team to build mental availability hand in hand with the physical availability within trade channels and environments and ensuring the product is at arms reach in every field marketing activity. • Deliver the annual approved business plan for the region. • Drive relevance across a variety of consumption occasions and moments of need through tailored messaging, amplification of occasion campaigns and activating the right big moments in the region. • Set the regional communication strategy together with national specialists based on national programs and regional priorities in order to boost local output. • Work cross-functionally, managing internal & external requests in line with the annual business plan priorities.

What I achieved: • Increased the market shares of the entrusted brands by 50-70% in volume and value; • Raised Carlsberg brand margin from 18% to 38% by means of introducing cheaper packaging (initiated and directed the project); • Optimized the Kronenbourg brand portfolio by delisting a low-performing main SKU and replacing it with a more marginal one that became popular among consumers, which brought the company +100-120% profit in the first two years after replacement; • Redesigned the internal project management process for new product launches, which resulted in 50% increase in new products schedule compliance in 2019 compared to 2018; • Annually organized the representation of the brand at city events with a number of participants of 1000-2000 people. What I did:

 • Executed premium beer category activation plan in accordance with annual objectives; 
• Developed marketing plans based on category/brand strategy and priorities, reflecting market specifics;
 • Managed adaptation and developed own brand communication and consumer activation campaigns;
 • Headed new product launches (import and local): developing formula and package, evaluating effectiveness and ROI, launching support in off- and on-trade channels;
 • Planned & forecasted sales volumes;
 • Managed brands budget: planning and spending control;
 • Ran tracking and reporting: NPD analysis, P&L analysis, SOM analysis;
 • Trained sales teams to work with brands;
 • Led the NPD (new product launch) group, providing launches for the entrusted brands and helping other brand teams with the launch of new products;
 • Managed a 4-person team (2 brand managers and 2 brand executives) in order to perform day-to-day activities related to the marketing tasks.

• Overachieved sales targets by Supradyn by the end of the year +11% vs budget, over $12m in sales; • Successfully introduced to the market a novelty Relief Advance Suppositories (+10% vs targets and over $1 million in sales within 12 months after launch) despite strong competitors’ position, prepared & implemented a launch plan within 3 months. What i did: • Developed & implemented product strategies in line with the global and regional strategies while customizing to local market situation to ensure sustainable healthy brand growth (incl. ATL and promo activities, advertising and educational materials, KOL management and etc); • Achieved sales budget and product profit goals within the allocated marketing resources, including achievement of targeted market share; • Conceptualized, developed, implemented and monitored marketing plan including monitoring of P&I budget and ensured good inventory forecast accuracy planning to meet business objectives and customer needs; • Managed the product life cycle from strategic planning to tactical action plans to optimize and extend profitability of products; • Monitored business performance and external environment to deliver corrective action as required to meet business objectives; • Trained sales force on product and marketing strategies for new recruits and existing team; • Coordinated cross-functional operations to maximize internal and external resources.

What I achieved: • Increased the brand health indicators of Activia and Danissimo by 60%, retained the market shares of the leading brands Activia and Actimel; • Introduced an innovative label concept for Activia thick yogurts which was warmly perceived by consumers (according to marketing research provided 6 months after launch) and adopted by all other thick yogurt brands of the company • Launched a unique product (yogurt + juice mix, Activia drink) which broke records and reached + 180% vs sales plans in the 1st season • Organized national brand promotions with a budget of 50K USD, with a total number of consumer participants over 150,000. What I did: • Developed and performed brand building activities (advertising: strategy/creative brief development, copy adaptation, production; promotion: planning and execution); • Oversaw the execution of advertising campaigns for the brand, in accordance with the brand's equity and global guidelines; • Headed new product launches (import and local); • Led the effort to artwork development (POS materials, outlets branding, packaging, site, etc); • Collaborated with key functional departments (as Trade Marketing, Sales, Logistics, Technical, Laboratory and etc.) in order to execute specific marketing plans for assigned brands and to ensure the effectiveness of joint efforts of business objectives achievement; • Participated in market research: got the required data on market situation using valid sources, analyzed information (market share, distribution level, consumers’ perception, brand awareness and consumption, competitors’ activities and etc.), set parameters to generate requests for research within the brands needs; • Planned & forecasted sales and production volumes; • Managed brand budget (planning and spending control); • Performed day-to-day activities associated with all marketing efforts; • Managed a 2-person team (junior brand manager and trainee).