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Work Background
YELLO MEDIA GROUPSenior Brand and Communications Manager
Oct. 2023Kingston, JamaicaCore areas of Focus: - Corporate Relations - Campaign Development and Management
- Brand Building
- Crisis Management
Imagine Digital NOWHead of Marketing & Communications
Apr. 2021 - Sep. 2024A division of Yello Media GroupCore Areas of Focus: - Annual Marketing Strategy
- Customer Experience Roadmap
- Product Launches - Vertical Specific Selling Stories
- Relationship Marketing Program - Marketing Investment Development and Management Imagine Digital (ID) is the newest division of Yello Media Group, a company with over 35 successful years in the marketing and advertising industry. ID was launched to provide full-service innovative and game-changing digital, branding and creative support to businesses in 18 countries across the English-Speaking Caribbean, Central and Latin America and the Channel Islands. I’m part of an experienced and talented team that believes digital marketing is smart marketing and we’re here to demystify it for your business. Check us out!
YELLO MEDIA GROUPDigital Category Development Manager - Yello Media Group
Nov. 2019 - Apr. 2021Jamaica- Played an integral role in shaping the strategy and direction of the Digital Category in our 22 territories across the English Speaking Caribbean and Central America; identifying, testing and implementing growth initiatives through insights, collaboration and rapid experimentation. -Lead a team of Market Development Specialists, ensuring effective use of marketing investment to drive ROI for the Category. Working closely with cross-functional teams to identify and execute high priority growth initiatives in order to drive customers through the growth funnel. - Defined the vision and strategy for the Digital Portfolio - Through collaboration, set the Category's annual strategic objectives, articulating critical marketing priorities and corresponding investment. - Leveraged data to understand our products, user journeys, and built compelling value propositions. - Helped shape the voice of the products within the Category's portfolio by defining geo-specific narratives, value propositions, and product benefit messaging. - Developed and optimised the Category's marketing strategies and programs across the digital ecosystem to drive large scale awareness, acquisition and activation.
YELLO MEDIA GROUPMarketing Manager
Jul. 2018 - Nov. 2019Jamaica- Lead annual market planning to deliver the best marketing strategies. - Optimized all marketing touch- points to achieve increased brand awareness and traffic to marketing channels. - Planned and managed A&P Budget ensuring that expenditure remained within approved operating expenses and ROI was delivered.
- Ensured that results were achieved through active team participation and the development of direct reports through coaching, skills training and a structured process of accountability and performance management.
Ctrl-IT Inc.Marketing & Communications Manager
Oct. 2017 - May. 2018JamaicaDefined, built and executed product campaigns to increase awareness, engagement and generate leads. Developed, launched, tested and optimised customer acquisition programmes. Managed multiple milestones with shifting requirements in a fluid, fast moving environment.
Unilever Greater CaribbeanBrand Building Manager - Jamaica
Sep. 2015 - Sep. 2017Annual planning for innovation launches and core growth opportunities. Lead and manage key brand initiatives - communications and visibility strategies, consumer and trade promotional plans, budget forecasting, supply and demand planning, localize global brand and communications assets, campaign development. Category and channel management.
Unilever Greater CaribbeanCategory Development Customer Marketing Manager - Jamaica
Sep. 2014 - Aug. 2015JamaicaDeveloped space and assortment recommendations to maximize category performance. Developed and executed category and channel analysis in line with Pricing, Promotions, Assortment and Space Management analytics. Distributor Management to execute effective go-to-market strategies.
Jamaica Beverages LimitedMarketing, PR & Sponsorship Manager
Jan. 2013 - Dec. 2014JamaicaManaged Annual Plan Investment for effective brand strategies. Lead innovation launch planning to bring new products to market. Developed and executed 360 communication plans
OGM Integrated Communications Ltd.Senior Account Executive
Jan. 2010 - Dec. 2013JamaicaDeveloped marketing, communications and promotions strategies. Lead the implementation and execution of integrated communications plans - including Digital Media, Traditional Media Channels, Direct Marketing, Public Relations and Trade Marketing. Analyzed and monitored market and media trends.
Jamaica Observer LimitedMarketing Officer
Jan. 2006 - Dec. 2010Jamaica
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