Marketing Manager

Visionary, creative and commercially savvy senior marketer with extensive global experience in leading brand strategy, innovation creation & advertising communications development delivered through complex multi functional, multi location matrix organisations and teams.

Strong general management skills: I have consistently left behind a positive legacy with past organisations, brands, marketing departments (direct reports) & advertising agencies.

DATE & PLACE OF BIRTH 12 APRIL 1973, LONDON, UK

NATIONALITY & PASSPORT BRITISH

E-MAIL *******@*******.***

SUMMARY OF KEY SKILLS AND COMPETENCIES

o 11 years at Unilever, 18 months at PepsiCO and 3 years in global advertising and consulting industry

o Passionate about brands, the positive role they can play in society and how they connect with consumers.

o Classically trained in FMCG marketing (equity, innovation, advertising) & service marketing (customers, brand values training, business processes) and advertising development. Extensive experience in brand equity/architecture strategy development within local & global contexts.

o Extensive experience in marketing processes such as generating insights, leading innovation projects, developing brand identity & advertising (made 100+ TV ads, many have won illustrious awards), brand activation (digital, internet, media planning, sponsorship) and the latest qual and quant market research methodologies.

o Genuine global perspective (visited 70+ countries, lived and worked in 7). Intimate knowledge of European & Asian consumers, retail markets and societal & business culture.

o Experienced in new business “start ups” (ideation, business model creation, VC approach, start up, operation).

o A passionate teacher: successfully raised marketing skill base in every assignment to date across geographies.

o Confident "Self Starter" - able to adjust quickly to new countries / offices. (4 Expatriations). Proven at building quality and committed networks and colleague relationships quickly within matrix organisations.

o Confident and inspiring public speaker with extensive presentation experience in front of large audiences.

o Semi professional photographer (approved Getty Images provider) and copywriter.

PROFESSIONAL EXPERIENCE

Global advertising & marketing consultancy

Saatchi & Saatchi: Nov 2009 – to date (freelance consultant)

Planning Director - Asia; based in Singapore

o Communications planning leader for 2 major Asia clients: Infant nutrition with Mead Johnson which delivered advertising in Thailand, China, Philippines, India & Malaysia. I also authored the strategy to reposition women’s contraceptives (the daily contraceptive pill) for Merck across China, India Thailand etc that inspired a creative campaign (goes live Feb 2012 and involves communications in the digital and internet media channel). Also Telco, banking and nation branding experience.

o Direct interface with clients who are regional marketing SVPs or regional CEO’s.

o All work co produced with Regional Creative Directors to produce multi media advertising campaigns.

o Responsible for role out of Saatchi ‘Lovemarks’ model across Asia region.

Lowe & Partners Worldwide: May 2008 – May 2009

(Resigned to attend to my father (who lived in London) and suddenly fell very ill (a serious stroke). He died sadly in August 2009)

Global Planning Director; based in Singapore

o Global leader of marketing communications strategy planning for several blue chip brands including Unilever’s laundry brand ‘OMO - Dirt is Good’. Key responsibilities included devising the global communications strategy that inspired all Lowe creative work through a team of senior planners who were based in every continent.

o Working with Lowe Executive Creative Directors and TV producers to refine creative work as well as provide the strategic framework from which our ideas were sold in to our clients.

o Specifically included devising and inspiring effective branded advertising strategies in China, India, Thailand, Indonesia, Africa and AMET and working closely with people from these countries and regions.

o Numerous campaigns recognized at prestigious awards like Cannes, The Effies, & Asia Spike.

o Authored bespoke theses for ‘permanent consumer behavior change’ that was rolled out across Lowe global network. Also authored bespoke theses on how to transform Unilever brands into ‘icons of the modern era’.

o The role had a seat on Unilever ‘Dirt is Good’ global client board, requiring me to provide strategic support to my client’s (regional and global vice presidents). It also had a seat on ‘Lowe Global Planning Council’.

o Provide support to Lowe CEO & CSO on worldwide corporate strategy and new business development.

Bangladesh Brand Forum: Oct 2006 – ongoing (spare time)

Founding Member & Non Executive Director; based in Dhaka, Bangladesh

o Bangladesh Brand Forum was formed in 2006 with the vision of transforming Bangladesh’s corporate world to create world-class brands by sharing world-class marketing thinking to an emerging business class.

o Having identified Brazil, Russia India & China (BRIC) as economies of growth Goldman Sach’s repeated the analysis in 2005 and identified the next 11 potential growth countries (N11); Bangladesh was one of these.

o To date, we have hosted brand forums with 500+ attendees in 2007/8 and 700+ in 2009, quarterly seminars which attract 100+ attendee’s and a monthly within which I maintain a Q&A column titled “Ask Toffael”.

o Hosted/chaired 2009 forum with 700+ delegates incl Prime Minister, Govt cabinet, Company and Agency CEOs and board members. Key theme was introducing concept of ‘emotional branding’. A session on ‘nation branding’ was also held and broadcast live on national TV. From this platform, I’ve been asked to contribute:

• Strategy to leverage Bangladesh’s international reputation via co-hosting cricket world cup in 2011

• Contracted by Prime Minister & Tourism Minister of Bangladesh to devise a long-term international tourism strategy for the country.

Client Side Multinational Corporations

PepsiCO International: May 2006 - August 2007

Director, Innovation & New Ventures – Asia; Based in Bangkok, Thailand

o New role created to identify, create and commercialize new business platforms within snacks category in Asia.

o All projects rooted within the "health, wellness & vitality" consumer need. Projects included directorship of large-scale multi functional teams, attendance and exposure of deep consumer insight in across many cities in China & India, briefing and working closely with R&D to produce prototype products and the development of brand positioning & advertising briefs. Also co-authored manufacturing strategy and commercial business case.

o Test market launches implemented in 2008. Mixes rolled out in India & China under Quaker and Lays brands.

Unilever PLC: Sep 1995 – May 2006

Global Brand Activation Director: Omo/Persil “Dirt is Good”, Based in London, UK: Jul 2004 – May 2006

(I was on sick leave between Sept 2004 – April 2005 due to a major heath problem that required life saving major surgery – now fully recovered)

o Devise + implement marketing activation platform & new business models for new “Dirt is Good” (DiG) laundry positioning & inspire marketers (UL / agency) across the globe.

o Thorough review of all marketing worldwide producing "global best practice principles" for activation. Successful approval from global board for “DiG in Sport” activation platform. Worked with specific continents (LATAM, Asia, Europe) to develop “No Sport, No Dirt” brand mix which was implemented across the world during Q3 2006.

o Creation of DiG clothes range for kids with supporting concept, architecture and global business model & case.

o Leadership of Project Anarchy: creation of disruptive laundry marketing strategy for Unilever in Italy & Germany to limit P&G profit opportunity

o Creation of ‘joined up cross category laundry strategy’ across 2 categories (Persil & Comfort brands) to counter P&G’s Fairy and Bold in the UK.

o GLOBAL HR VITALITY team member that advised Unilever Global Board how to transform the business culture around corporate purpose of providing ‘VITALITY’ to consumers. This required analysis of all business functions and ‘corporate touch-points’ with resulting recommendations for behavior change from every employee.

Regional Marketing Manager; Omo Asia, based in Bangkok, Thailand: Nov 2002 to Jul 2004

o Launched into market 2 major innovation projects including the development of the critical launch phase of “Dirt is Good” ads with Lowe Bangkok for Indonesia, Thailand & India. Full business, sourcing and marketing activation plans also produced & implemented.

o Constructed 5-year “breakout” innovation strategy that delivered 5 projects against Asia consumer needs into innovation plan (approved by region & global board). R&D charters agreed and funding successfully acquired.

o Led the resolution of a complex brand architecture issue with engagement of 5 key countries (India, China, Indonesia, Thailand and Taiwan) that bought unity to a regional team previously ridden with geopolitical issues. In 2003- 05, Asia ’03 sales grew 6.5% (€542m) vs target of 5.2%.

Senior Innovation Manager, Hindustan Lever, based in Bombay, India: Dec 2000 – Nov 2002

o Recruited to reverse 20% per annum sales decline on UL flagship brand, LIFEBUOY. Led the innovation & award winning advertising strategy that instigated the 1st ever repositioning in its 107-year history (switching target from men -> women, Deep Cleansing-> Family Health) which resulted in a historic perfume change and the inclusion of women in its advertising for 1st ever time. Delivered 30% sales growth 2003-2006 & €60m incremental profit. Key enablers included:

o Crafting consumer insight that inspired a full launch mix (innovation, perfume, packaging, advertising) i.e., we repositioned a poor quality soap into a vaccine for diarrhea/germ caused illnesses. This mix – (top 1% of all ads ever made in UL India) - resonated powerfully amongst the poorest (most discerning!) consumers in India.

o Award winning marketing activation - "Swasthya Chetna" – a hand washing initiative in partnership with the World Bank, UNICEF, The London School of Health and Tropical Medicine and Kerela state government (PPP). This generated global press coverage including Time, The Economist, CNN, BBC etc. Commented on by global thought leaders such as Edward De Bono & CK Pralahad as well as awarded a Unilever Gold Award for marketing excellence.

o Inspiring supply chain colleagues to facilitate changes on 100,000-ton brand manufactured across 12 factories in India in record time by translating consumer insight into tangible growth targets for each function. ie. made all functional team members believe we were working for a higher purpose to make India a better place.

o Constructed the 5-year growth strategy that inspired our brand vision: “Make a billion Indians feel safe and secure by meeting their health and hygiene needs”. This shaped all subsequent innovation projects such as new natural soaps, extension to talcs. This strategy has now been become the global brand vision and implemented by UL worldwide across 50+ countries. The brand has now has a turnover is excess of £1billion.

Founder, myhome Services Limited, based in London, UK: Jun 1998 – Dec 2000

o Conceived, developed & helped to launch and operate the Cif home cleaning and Persil laundry and dry cleaning in new service business “myhome.co.uk”, Unilever’s 1st ever entry in its history into the service sector.

o Personally led the idea creation, concept creation, rigorous MR program, service business model development, funding approach, creation & implementation of brand “touch points” strategy (e.g. livery of vans, stationary, training employees within brand values), creation of e-marketing/internet capability & launch advertising.

o Heavily involved in acquisitions, merger of acquired businesses and design & implementation of brand centric internal business processes and IT systems. Acting as our VC, Unilever granted funding of €18m for launch & Year 1 costs. Post launch, I led the brand marketing, advertising, customer service and external PR affairs effort.

o Massive UK press coverage at launch including BBC news and national & local press & radio. I was profiled in marketing & Campaign magazines as one of the UK’s most upcoming marketers.

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At launch, Unilever market capitalization on London Stock Exchange increased by €2 billion.

Brand Manager, Lever Brothers UK, based in Kingston-Upon-Thames, UK: 1996 – 1998

o Managed Radion, Surf & Persil. Leading 6 major launches requiring all key facets of brand marketing e.g.: insight generation, media planning leadership of agencies, consumer promotions, direct mail, pricing, volume planning, budget management, creation of trade releases, interface with sales team and customers/buyers etc.

o Created with JWT the ‘Le parfum de washing Up Liquid’ campaign that positioned Persil as the fine fragrance of washing up liquids. UK press coverage as well as industry & internal Unilever awards for effective creativity.

o Created a multi sensual media plan that communicated the great fragrance of Radion through Radio, Press, Direct mail, 48 sheets and ….the worlds first ever scented bus tickets. Huge PR delivered £1m free media coverage including BBC, all daily & local newspapers & Campaign. Won several industry awards for use of most innovative media & personal compliments from Niall FitzGerald, Unilever PLC chairman.

UCMDS Graduate Scheme - Marketing; Unilever PLC, UK: Sep 1995 - 1996

EDUCATION

1992 – 1995 University of Manchester, UK Bachelor of Arts (Econ) - Politics & Economics

1984 – 1991 Forest School, London, UK 3 A-Level’s, 9 GCSE’s

PROFESSIONAL MEMBERSHIPS

FOUNDING MEMBER, NON EXECUTIVE DIRECTOR – www.BangladeshBrandForum.com: 2007 – 2011

o Spoken at all 3 conferences (2007/8/9) including acting as host and chairman to 2009 and 2010 conference

o Regular contributor of essays to Monthly magazine also called ‘Bangladesh Brand Forum’ in which I maintain a monthly Q&A page called ‘Ask Toffael’.

o Lecturer at Institute of Business Administration, Dhaka University, Bangladesh. (MBA & BBA courses)

EXECUTIVE MEMBER - The Marketing Forum, UK

o Unilever proposed delegate for 4 years including invitation to be a key guest speaker in 2000, 2004 & 2006.

o EXECUTIVE MEMBERSHIP - British Business Group in Bombay, India: 2000 – 2002

o Chaired the Bombay Street Kids into Business initiative

o Consulted on various British Embassy trade initiatives, volunteer consultant to several NGO’s

PRESIDENT – Manchester University Drama Society: 1993 – 1995

o Directed 4 major productions (Shakespeare, Pinter, Pantomime, Lucid Experimental)

o Took Shakespeare’s Twelfth Night to Edinburgh Fringe Festival in 1994

o Acted in 3 productions (Including Shakespeare’s Romeo & Othello) & consulted in 12 productions

PERSONAL INTERESTS & ACTIVITIES

o Sport including supporting Manchester United Football Club (since 1982) & watching live test cricket.

o Social Science: Politics, global economics and new business theory, marketing and creativity.

o The Arts: Photography (http://www.flickr.com/photos/52198509@N05/); Approved Getty Images provider. Film, art, theatre and amateur dramatics.

o Travel and anthropology: Visited 70+ countries across Europe, Asia, Latin & North America and Africa. I have also lived and worked in 7 countries: UK, USA, India, France, Thailand, Singapore and Bangladesh.

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