Global Head of Marketing

• Jan 2021 - Present

Senior Global Brand Manager - Next Generation Products

• Aug 2019 - Jan 2021

• Launched Vype ePen3 pod mod device within 4 months of NPD initiation • Led content strategy & delivery of all D2C channels ensuring a seamless ecosystem of online & offline activation • Led 360 consumer campaign development & comprehensive budget management • Delivered identity, strategy & execution of the business’s 1st time rollout of experiential consumer events & key sponsorships including Formula 1(McLaren) racing achieving high TOM brand awareness, brand sentiment and consequently consumer acquisition • Successfully led a project for on-boarding internal & global stakeholders alongside external creative & event agencies. Full campaign included in store POSM, events, social media, PR, mobile & E-commerce • Championed the development and execution of the global PR & digital media strategy (paid, owned, earned) which led to an increase in SOV Vs competition, social engagement & media outreach amongst journalists, influencers and key opinion leaders • Developed and maintained a clear global communication strategy by analysing key consumer insights, competitive landscape, technology trends, business needs and market opportunities to deliver vs commercial targets & fully expand brand potential Show less

Head of Brand, Marketing & Communications - EMEA - F&B Division

• Aug 2017 - Aug 2019

• Led the development & implementation of the annual F&B sales & marketing plan for the EMEA region • Increased franchisee participation in both national & local store marketing initiatives resulting in a comparative sales increase of 5% • Devised “value” driven strategies in delivery channel by optimizing an Omni-Channel journey lead to create a consistent & personalized experience across all consumer touchpoints, both physical and digital to drive sales • Spearheaded the planning & implementation of C&G’s corporate website which increased web traffic substantially • Drove digital media strategies (paid, owned, earned) using SEM, SEO, Google Ads, YouTube, E-commerce, mobile & social platforms which amplified customer footfall by 5%, customer engagement, brand affinity & same stores sales by 25% • Developed & executed PR campaigns and communications that served the overarching corporate strategy of ‘’all in good taste” securing media placements in top publications both offline & online • Pioneered a new retail channel in the form of “Caspresso” which led to an increase in comp system sales by 20% Show less

Senior Regional Marketing Manager - EMEA - F&B Division

• Apr 2013 - Aug 2017

• Lead strategic brand development & marketing planning for Family dining and QSR brands including: Asha’s, P.F. Chang's, Noodles Factory, Texas Roadhouse , Al Forno, Babel & Raising Caine's • Managed P&L to ensure efficient contribution of the marketing function • Explored new marketing initiatives through ATL & BTL activities as well as all digital media channels & identify opportunities and solutions for enhancing brand marketing • Managed the marketing function to support the named brands & ensure that all ATL & BTL materials are delivered within budget • Ensured content & quality of all communications enhance the named brands & grow the business in line with brand objectives • Defined & delivered the named brands media mix (Print, radio, cinema, online, press & PR) • Managed the named brands budgets with responsibility for developing the most cost effective & best quality production of all communication materials • Coordinated with cross functional teams, especially operations to support the launch, implementation and feedback of marketing initiatives • Ensured effective communication with 3rd parties including agencies in all markets to maintain adherence to agreed procedures, cost agreements and service levels Show less

Head Of Marketing -EMEA - F&B Division

• Apr 2009 - Apr 2013

- Set annual Marketing Plans to meet annual Objectives-Set annual Budget for Marketing Dept- Devised digital media strategy for assigned brands to increase TOM, social engagement and brand mentions -Developed marketing programs to produce Sales & Profit Goals for all chains -Developed market segmentation, Market positioning and Market Targeting for the brands of each Chain-Developed extra marketing programs which may affect brands image, maximizes the profitability and sales figures in low seasons-Reviewed and monitored the implementation of marketing & promotion programs-Reporting and presenting Marketing Activities on periodical basis (achievements Vs objectives)-Sales performance Vs budget and Vs equivalent period previous Year-Participated in developing new brands and its positioning in the market in coordination with OPS and product development department Show less

Senior Marketing Manager

• Apr 2008 - Apr 2009

Account Director

• Nov 2004 - Feb 2008

- Played an integral role in new business pitches and holding responsibility for the effective on boarding of new clients - Planning, developing and implementing integrated marketing communication campaigns to assist major client achieve their targeted KPIs & communication objectives - Brands: Pepsico, KFC, Costa Coffee, TGI Friday's, Xcite electronics, Mars, Hardees - Played an integral role in new business pitches and holding responsibility for the effective on boarding of new clients - Planning, developing and implementing integrated marketing communication campaigns to assist major client achieve their targeted KPIs & communication objectives - Brands: Pepsico, KFC, Costa Coffee, TGI Friday's, Xcite electronics, Mars, Hardees

Brand Manager

• Aug 2001 - Aug 2004

Built a campus plan that ensured 20% impact on the total undergraduate audience throughout semester in accordance with the SBM KPI's, engaging new users and diverse groups on campus via effect brand-building tactics• Contributing to the marketing strategy definition and strategy deployment to extend the number of brand lovers• Driving trial on a daily basis via one on one seeding and coordination of Wings Team Sampling missions as appropriate, with a focus on key consumption occasions: Study, Sport, Having Fun, Driving, At Work, Party • Enticed brand awareness via Red Bull owned events, hacks, screenings, sharing RB properties via social media• Integrated our product and brand with Big Moments, unique to campus experiences and selecting third party events• Drove visibility and availability of the product by placing POS and passing on sales opportunities to the Field marketing team • Brand awareness & equity maintained by developing an “emotional bond” with target audience via social network sharing of relevant Red Bull content Show less

Junior Brand Manager

• Jul 2001 - Aug 2004