Over 12 years of international marketing experience in the FMCG, the Beauty & Luxury and the Food industries. Roles in Europe, USA, Middle East and Africa.
Ambition to continue international career and have a positive impact on the business, society and the planet.
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%.
