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Data Driven MarketingBrand StrategyTrade MarketingGrowth Opportunity SpottingStorytelling enthusiast driven by human insightsSundus AltafBrand CuratorEMAIL AVAILABLEPHONE NUMBER AVAILABLEAtlanta, Georgia, UNITEDSTATESLINKEDIN LINK AVAILABLESKILLEducationBachelors in BussinessAdministration(Marketing) IBA KarachiPakistan 2019WORK EXPERIENCESr. Assistant Brand Manager LifebuoyUnilever01/2024 - 06/2024Achievements/Tasks Led the end-to-end development and deployment of a thematic communication refresh on the brand after 3 years. Conceptualized and launched first ever refill packs on shampoos in Pakistan meeting dual objectives of sustainability and offering superior value to consumers. Deployed on-ground activations to educate consumers about the benefits and usage. Led the portfolio extention launch of an on-trend onion variant for the Lifebuoy, ensuring availability in a penetration pack gaining back sachet volumes on the brand lost previously due to price increase.Sr. Assistant Brand Manager DoveUnilever03/2022 - 07/2023Achievements/Tasks Revived Dove's trajectory by launching the first ever green tested local campaign curated with local insights resulting in a 44% volume growth. Despite inflationary pressures leading to declining bottle sales, post-launch Dove experienced a 5% bottle growth. Additionally, both penetration and brand power surged, marking a significant 400 and 300 basis points increase respectively. Initiated a savings project with cracking an alternate formulation for Dove's penetration pack increasing the GM by 600 bps. Launched Pakistan's first ever digital collectible (NFT) and connected online and offline worlds where people could redeem the NFTs in offline salons. Assistant Brand Manager SooperEnglish Biscuit Manufacturers02/2021 - 02/2022Achievements/Tasks In an already saturated market, led strategy development by introducing a new format of Madeline cakes; Sooper Soft Bake selling 100% more than the forecasted volume. This launch also opened doors for new innovations in the madeline format. During Ramadan (Fasting period for Muslims), biscuit sales typically decline, so we ran a targeted Ramadan advertising campaign to drive sales. This initiative resulted in a 40% increase in sales compared to the same period last year.Management Trainee MarketingITT FOODS08/2019 - 01/2021Achievements/Tasks Led the launch of Dipitt's Pouch range and responsible for In-store theatrization & activation resulting in 3X volume growth. Led the launch of Vinegar, Siracha, Pasta, Honey Mustad and Thousand Island from product finalization to in store activation. Led the in-store BA program around 34 stores nationally achieving 30% growth in sales of those stores. Led the visibility drive to improve contractual compliance in each LMT store, ensuring adequate shelf space and stock levels in each leading to growth in sales by 40%. |