Brand Manager Assistant
Resume:
Consumer Insight Generation
Data Driven Marketing
Brand Strategy
Trade Marketing
Growth Opportunity Spotting
Storytelling enthusiast driven by human insights
Sundus Altaf
Brand Curator
***********.**@*****.***
Atlanta, Georgia, UNITED
STATES
linkedin.com/in/sundusaltaf
SKILL
Education
Bachelors in Bussiness
Administration
(Marketing) IBA Karachi
Pakistan 2019
WORK EXPERIENCE
Sr. Assistant Brand Manager Lifebuoy
Unilever
01/2024 - 06/2024
Achievements/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 Dove
Unilever
03/2022 - 07/2023
Achievements/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 Sooper
English Biscuit Manufacturers
02/2021 - 02/2022
Achievements/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 Marketing
ITT FOODS
08/2019 - 01/2021
Achievements/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%.
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