Sanela Rotic - Marketing Director, LUKOWA AG

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Network Power<100 people

Roles

🧑‍💼100%

C-level Executive

Geos

🇨🇭100%

Switzerland

Work Background

Kiss Products, Inc.Senior Global Marketing Manager Europe

Aug. 2022Stuttgart, Baden-Württemberg, GermanyLeading and driving integrated marketing and communications strategy and plans for key European Markets including Germany & UK that deliver both financial and consumer related goals & objectives. Work closely with U.S. based Global marketing team for the fashion nail and artificial lash categories to ensure strategic brand alignment. Share regional needs with HQ marketing team, based on competitive activity, customer insights and market trends. Engage directly with HQ teams for support and execution of plans (event organization, influencer campaigns and trips, mailings, social media, paid media). Providing direct leadership from design, creation, implementation of product launch on multi-market level. Be the key contact and market lead for all European agencies, including Public Relations, Media and Event Organization (Fashion Week Berlin, Digital Days, Press Dinner, Influencer Trip, Beauty Trade Shows). Developing media relations strategy focused on high-level placements in online and offlin channels to increase brand visibility. Ensure that brand PR efforts serve immediate and long-term business goals. Supporting regional sales teams to align on key retailer needs, regional strategies based on corporate objectives, market dynamics and competition. Partner with European sales leads to engage with retail customers in the development and execution of all marketing activities. Participate in account meetings, engage with key retailers in Germany and UK, prepare all necessary sales and marketing tools for key retailer presentations. Manage all regional marketing budgets to ensure optimal allocation and general overall management of budgets per category as aligned. Identifying key KPIs for all marketing activities and access performance regularly and take corrective action when necessary. Provide general marketing support for smaller, developing regions as CEE Countries where business is done via distributer offices.

GSKBrand Activation Manager Oral Health Care in MM and Pharma (Balkans and Kosovo)

Sep. 2021 - Aug. 2022Serbia BelgradeContribute to the consumer marketing strategy, owning & executing it for the portfolio of categories. Ensure the growth of brands & categories through effective resource allocation & campaigns amplification as appropriate. Closely cooperate with marketing team in order to ensure flawless execution of the strategy & plans with the ultimate goal of driving penetration and growing market share in line with the targets and focuses. Share assets and plans internally with commercial team and externally with approved partners for execution. Contribute to local artwork approval process for group of brands/category who is performing the assigned tasks in line with KPIs (including both quality & timing). Share in-depth knowledge of the portfolio of Products and the consumer/expert journeys and local consumer insights to equip the Sales Field Force with the knowledge they need to win in market. In charge of new product launch, from negotiating with distributer, customers, price strategy, setting KPI, implement instore activation and media plan. Lead POS materials development and production to ensure the best possible visibility and availability of products to consumers. Prepare and execute shopper activation plans by customer with clear focus on achieving business results in offline and online. Lead brand digital activation plan & media campaigns in line with market budget in given geographies. Close cooperation with Regulatory team and marketing authorization holder on NPI launches, approval of all marketing assets in order to follow local legislation. Support sales team with customer activities related information, brands selling stories, materials and in building relationship with key trade customers. Perform regular customer visits to align on our activation plan delivery and support sales team with ongoing topics.

PhilipsTrade and Shopper Marketing Manager (Serbia, Montenegro)

May. 2015 - Aug. 2021Serbia BelgradeLead all aspects of shopper projects operations from inception to completion and manage key accounts to optimise financial and strategic growth within retail and business environment. Leading the creation and execution of marketing plan for the categories in selected channels, taking into account channel specifics and tailor made approach in all trade areas (shopper communication, promotions, product recommendations, product display, product demonstration) covering 4 Ps. Manage marketing calendar while streamlining diverse range of product launch, retail, and brand activities. Understand the consumer retail environment including distribution points, share of buy, competitor concepts and support tools. Initiate high-impact promotional and brand visibility campaigns in close collaboration with BTL and ATL agencies. Conduct high-profile product events within budgetary and time constraints through implementation of cost-effective techniques. Plan and manage large-scale A&P budget to meet company expenditures. Oversee competitor's marketing communications activities to analyse marketing communication trends and anticipate future developments. Understand consumer retail environment including distribution points, share of buy, competitor concepts, and support tools. Involve in monitoring of Philips in-store position (in-store excellence) online and offline and setting improvement targets in each trade area. Selected Contributions: • Introduced IPL product on the market that resulted in leading market share. • Organised product trainings for shop staff to build strong and stable relationship with brand owners. • Drove steam generators category on the market while achieving and maintaining leading position within market.

BICTrade Marketing Manager (Serbia, BiH, Slovenia,Croatia, Macedonia, Montenegro, Kosovo, Albania)

Jan. 2014 - Apr. 2015Serbia, BelgradeExpanded business volume regarding stationery category across Adriatic countries Kosovo and Albania in stationery category. Building the yearly promo plans for stationery category for all countries of responsibility, at channel level with focus on trade and on end consumer as well as its effectiveness measurement. Designed and implemented trade tools such as POSMs, catalogues, and toolkits for networking and forging strong business relations. Building and implementing trade marketing competencies with respect to enhancing demand at the trade by engaging in a spectrum of activities which are mainly below the line (BTL) both in modern trade but also in stationers and office suppliers. Established and executed progressive promo plans for increasing knowledge related to stationery products. Formulated promotional proposals for different distribution channels to improve promotion effect while considering profitability analysis and simulations. Evaluating the effectiveness of trade marketing campaigns across markets and ensuring that findings and best practices are shared among countries. Provided expert opinion to multi-disciplinary sales team regarding trade fairs, which organised in different countries. Organised educational category trainings to improve work proficiencies of salesforces, newly hired employees, and distributor teams. Selected Contributions: • Exhibited active participation in launching BIC Stationery in Serbia to enhance MS and brand awareness. • Introduced and led high-profile donation campaign Battle for Children with local team.

dm drogerie markt SrbijaMarketing Assistent

Jan. 2010 - Jan. 2014Serbia, BelgradeStrengthened communication base with well-established marketing agency in Vienna and Head office to ensure successful implementation of HQ guidelines on the new market. Engaged in adopting and adjusting central marketing campaigns to local market conditions. Generated comprehensive reports and delivered to Head Office in Salzburg for taking sound management decisions. Managed print production functions while creating advertising materials. Co-ordinated with ATL and BTL agency (POSM, product demo, OOH, and TV) to expand business operations. Introduced and managed trade campaign for PL (instore, digital, shofloorstaff training) to increase sale of company’s products and services. Improved marketing shares through development of marketing plans by collaborating with regional sales teams to enhance efficiency of under-performing stores. Selected Contributions: • Introduced category of healthy food on the market through implementation of best industry practices. • Designed loyalty programme for mother and baby (baby bonus).

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