MARKETING DEPARTMENT SET UP: organisational design, processes set up, vision, objectives & KPIs. Capability building, grew team from 9 to 26 people, constant coaching leading to 5 promotions to next level.
SPEARHEADED THE DEVELOPMENT OF END-TO-END MARKETING STRATEGIES: via consumer research, market deep-dive, brand equity designing, resulting in best in class 360 degrees campaigns reaching a CPR of 7-15% - ROI of up to 10$ for every $ spent. Grew market penetration via menu/ price re-engineering/NPD, led to 25% incremental customer acquisition and revitalised frequency back to growth. Broke world record sales results with average weekly sales up to 11% above leading US market, with top Nigerian stores breaking $ sales world records, 3 consecutive years. Double company sales within 2 years, with a 18% profit.
PR & CORPORATE SOCIAL RESPONSIBILITY: established positive relationships with key industry stakeholders, media, press and celebrities & influencers. Established CSR strategy & initiated partnership with NGO slum2school, raising funds to finance yearly scholarship for 1'000 children.
OPTIMISED EXPANSION STRATEGY b y focusing on whitespace expansion and growing penetration in existing territories while limiting cannibalisation. Reached 100+ stores in 8 Nigerian states, with store growth +60% year on year & propelled same store sales back to growth in 2019 in heavy cannibalised areas via dedicated strategies.
PIONEERED SOPHISTICATION OF DIGITAL STRATEGIES: led team to develop & implement an improved e-commerce site & app for Domino's Pizza, tripling online sales to reach 7% of total market sales within 3 months. Led team to develop complete digital strategy, from GDN, SEO, social media with more than 1.6M followers (up to 60% monthly page engagement) driving more than 22% of monthly online sales, influencer marketing (regular Twitter trends), Direct marketing (SMS & newsletter open rate up to 22%), development of CRM program with monthly ROI growth of +20%.
LED BIGGEST INITIATIVE OF THE DECADE (NPV 101MM$) - the air felt technology, for Pampers baby-dry and Sleep & Play (Tier 2 & 3 businesses - 2.6Bn$ sales) for Greater Europe: successful delivery of a fit-for-use launch plan & complete qualified toolbox.
SUCCESSFULLY LED MULTI- FUNCTIONAL TEAM: R&D to provide support for 23 countries and more than 42 competitors., Supply team to adjust production plan to deliver fit-for-use roll-out (from 36 production lines from 7 sites), go-to-market teams to execute launch plan and activate provided tools.
LED AGGRESSIVE COMPETITIVE DEFENCE PLANS FOR THE REGION: in light of severe competitive threats, adjusted plan in record timings (cutting down to 30% of usual lead time), 6 different toolboxes per year, including qualified 6 TV commercials supported against key competitors, concept sell, social media plans as well as tactical digital and print to tackle competitive threats.
PILOTED 5 YEARS FINANCIAL MASTER PLAN DEVELOPMENT: successfully delivered 5 years glidepath to reach profitability including to proposal to widen project scale. This included the development of marketing plans, forecasting and financial planning for the brand line and by markets.
DROVE EXPANSION STRATEGY: Successfully led the sales & local market teams to deliver a fashion-house approved launch strategy and roll-out plan in order to meet target to open 76 doors (shops in shops) in 5 countries (US, UK, Italy, Saudi Arabi & UAE) by mid 2015. Provided concept sell and presentation training to successfully sign deals with retailers to carry the new make up line.
DELIVERED A FULL 360 DEGREE LAUNCH PLAN for world premiere of the brand in Spring 2014 in Milan.
Led the LIPS, NAILS & LIMITED EDITIONS categories: successfully developed 3 years vison & strategy including innovation pipeline & 360 degrees marketing campaigns.
Led multi-functional team including R&D, Supply and sales teams to launch over 13 initiatives yearly (about 100 new SKUs), resulting in Lip segment sales growth of 54% year on year, "Animalier" limited edition sold out in a couple of weeks in the UK, making for 30% of monthly sales (3 SKUs out of 200 total).
LED THE MULTI-FUNCTIONAL TEAM & AGENCIES to develop 360 degrees toolboxes for each initiative: creative concepts, press releases, multi channel prints, product shots, web direct marketing campaigns, briefs and training catalogues.
DEVELOPED & DROVE VISUAL IDENTITY STRATEGY:
Developed Brand Identity Guidelines, key visuals production and led global campaign launches (7 campaigns per year). Resulted in industry acclaimed product shots.
LED GLOBAL MEDIA PLANNING: Sales analysis via CRM, Go-To-Market Strategy including e-commerce launches (saks.com and harrods.com) which quickly became 2nd and 5th stores in the world in terms of turnover (out of 50), Marketing Tool Kit development (for in-store activities), CRM planning.
Domino's Pizza - QSR brand of the year, Brand Communicator magazine, Nigeria 2019
Eat'N'Go - companies to inspire Africa, London Stock Exchange, UK, 2018
Cold Stone - Best use of social media, Kahala International, US, 2018
Cold Stone - World Record Store sales, Kahala International, US, 2018
Domino's Pizza - World Record Store Sales, Domino's Pizza International, US, 2018
Dolce & Gabbana - Prix d'Excellence de la Beaute, Marie-Claire, UK, 2013