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Work Background
NestléSEE Brand Manager NESCAFE Pure Soluble Coffee & NESCAFE GOLD pillar lead for South East Market
Jan. 2024Belgrade, SerbiaLeading brand marketing activities for NESCAFE CLASSIC & NESCAFE GOLD. Responsible for leading all projects, launches, re-launches, new product development, brand communication plans, etc. for NESCAFE Gold pillar in South East Market region.
Additional role: SEE Portfolio Manager for total COFFEE Business
NestléBrand Manager - NESCAFÉ Pure Soluble Coffee & SEM Lead NESCAFÉ Mainstream Variants
Mar. 2021 - Jan. 2024SerbiaManaging all projects for NESCAFE Mainstream (Crema, Black Roast, Strong and Mild) in the South East Market. Implementation and cascading of all ZONE-level projects to local markets - campaigns, communications, new launches.
The main responsibilities: 1. Preparation of marketing strategy and integrated commercial planning for given category and country (MBS/ ICP – Adriatic NORTH HUB markets); 2. Consumer expert for strategic brand; Actively participates in category development, all in line with SBU (Strategic Business Unit) guidelines; takes care of brand representation; 3. Suggests price positioning per sales channel and product; Price positioning for each market, control and execution; 4. Suggest and implements Innovation / Renovation strategy for brand/product as part of I/R process; Prepares I/R plan in line with SBU for given category, based on local consumer needs; 5. Plan and prepare local launches (drive and monitor the performance); 6. Responsibility for brand plan execution according to all given marketing elements; 7. Product management: product portfolio optimization, development, detailed knowledge of own and competition product; 8. Consumer promotions: pre/post evaluation (promotion success analysis and next steps); 9. Positioning / distribution: promo materials development responsibility, PPL, inputs to distributors in countries with indirect RTM; 10. Sales support - preparation of all materials needed for Sales, in line with agreement, POSM tracking; 11. Understanding of profitability of the category and continuous active improvement; 12. Tracking of market shares, sales data and understanding and active participation in monthly planning process; 13. Responsibility for information flow and multifunctional cooperation with other departments inside given category; 14. Monitoring of Market share, Sales out data and understanding the process of DF; 15. Clear communication with developed presentation skills.
NestléBrand Manager & CCSD Specialist - Nestlé Nutrition
Mar. 2018 - Mar. 2021Belgrade, SerbiaThe main responsibilities: - Preparation of marketing and trade marketing strategy and integrated commercial planning for given category and country (all Adriatic in 2018 and Adriatic South Hub in 2019, 2020)
- Consumer expert for strategic brand; Actively participates in category development, all in line with SBU (Strategic Business Unit) guidelines; takes care of brand representation
- Suggests price positioning per sales channel and product; Price positioning for each market, control and execution
- Suggest and implements Innovation / Renovation strategy for brand/product as part of I/R process; Prepares I/R plan in line with SBU for given category, based on local consumer needs
- Plans and organizes local product placement
- Responsibility for brand plan execution according to all given marketing elements
- Product management: product portfolio optimization, development, detailed knowledge of own and competition product
- Consumer promotions: pre/post evaluation (promotion success analysis and next steps); - Positioning / distribution: promo materials development responsibility, PPL, inputs to distributors in countries with indirect RTM
- Trainings for merchandisers, sales support - preparation of all materials needed for Sales, in line with agreement, POSM tracking
- Understanding of profitability of the category and continuous active improvement
- Tracking of market shares, sales data and understanding and active participation in monthly planning process
- Responsibility for taking needed measures to close gaps vs sales plan together with Sales and distributors - Responsibility for information flow and multifunctional cooperation with other departments inside given category; Cooperation with other departments - Clear communication with developed presentation skills
NECTAR DOOCategory Brand Manager (Marketing department)
Sep. 2012 - Mar. 2018Belgrade, SerbiaThe main responsibilities: - The concept of new product development;
- Launch / relaunch strategy; - Creating, positioning, brand development; - Strategic Marketing Planning; - Price-positioning; - Must have an assortment and merchandising standards by sales channels; - Strategy, planning and control of ATL and BTL activities; - Marketing budgets, allocation and cost control; - Briefing marketing, media, research, and related agencies; - Sales planning and monitoring the results; - Design activities to achieve sales plan; - Be responsible for the market share of brands in the category that I lead;
- Optimization of portfolio and profitability of brands; - Create the desired brand image;
- Regionally responsible (for the region).
NECTAR DOOBrand Manager
Apr. 2011 - Sep. 2012Belgrade, SerbiaPlan, manage and control the development and implementation of all marketing activities related to the allocated brands, in order to guarantee that volume and share objectives are achieved effectively and efficiently within approved budgets. Act as the undisputed brand leader, the ultimate brand information and decision source and the brand benefit protector. Main objectives of the position: - Create consumer demand. - Accountable for delivering the brand’s profit, volume and market share objectives. - Steward of the brand that supports new brand promise, brand vision, brand position, brand architecture and achieves overall business goals for the brand. - Support the development of brand strategies and marketing plans across the organization. Key roles and responsibilities: - Market analysis
- Long range plan
- Marketing plan
- Product/Packaging
- Budget
- Promotions
- POSM - Advertising
Frikom ADTrade Marketing Manager
Oct. 2008 - Apr. 2011Belgrade, Serbia1. Sales improvement activities
2. Making annual plans of all BTL activities
3. Negotiation and cooperation with BTL agencies for the purpose of achieving better results of direct marketing
4. Media and agency selection and piches (BTL, PR, ATL)
5. Arranging budget within the planned activities
6. Negotiation with large systems, and key customers and scheduling of promotional activities in retail chains
7. Organization of fairs, events, promotions, donations and sponsorships
8. Participation in organized Games
9. Coordination among promo-liders and promoters
10. Design of POS material
11. Prepare trade/sales materials and coordinate trade projects
12. Determining promotional mechanism to promote sales
13. Participation in monthly leaflets making and in the development and selection range for the discounts
14. Implementing strategy of positioning the brand at the local and national market
15. Everyday communication with Brand Managers
16. Everyday communication with Sales Managers and Key Account Managers
17. Connecting sales and marketing activities
18. Organizing all needed activities in order to give full support to sales team in order to meet effective execution of marketing activities and introducing new brand
19. Introducing loyalty program for consumers (Internet and Web services)
20. Participation in cycle development of new products
21. Organizing campaigns for placement of new products on the market
22. Participating in building standard positioning of goods in the market
23. Tracking logistics flow of goods
24. Designing layout and positioning of products in the area of sales
25. Tracking and controlling the flow of positioning products in the current discounts in the sales promotion and merchandising of static
26. Coordination and control of merchandising team - dynamic and static merchandising
27. Making and analysing of internal and external reports and presentations
28. Control Trade Marketing activities
FRIKOM ADKey Account
Aug. 2007 - Oct. 2008Belgrade, Serbia•Terms and Conditions with Customers (Retailers) / Partners (3rd party merchandising) including but not limited to longer term Customer Contracts and Annual Agreements including the legal and manager approvals and compliance of such contracts.
•Accountability for Sales Contract Execution and Fulfillment including but not limited to developing, ensuring execution, and assessment on all pay for performance criteria with Customers within the agreed Terms and Conditions. •Accountability for defining and delivering Modern Trade Distribution targets by customer through ensuring (and negotiating with customers) required listings by customer, and through managing and ensuring through 3rd party partners optimized coverage and sales force execution.
•Shared Responsibility with Trade-Marketing function for developing the annual In-Store Activity Plans for Modern Trade (by customer) within the scope of the role, that deliver against the given (by consumer marketing) brand marketing strategies and tasks, as well as meeting customer (retailer) needs and strategies. Together with Accountability for developing, gaining approval for and executing all In-Store Activity Implementation including Promotions, POSM, Merchandising and Display and shelf pricing execution in line with defined and communicated by Marketing price strategy.
•Accountability for managing and coordination of field sales-force. •Contribution towards Category Management projects for particular customers to ensure appropriate company brand visibility & exhibition, share of voice / share of shelf.
•Accountability for people management ( selection, team building, people planning & development, succession planning, leading and coaching others, providing direction and motivation, firmness and fairness, ability to delegate.
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