Flexmanager - Marketing Manager

Marketing Manager

Work Experience

PROFESSIONAL HISTORY

2003 – 2006 Marketing Manager, SaraLee Foods Europe, Nederland
2001 - 2002 Brand Marketing Director, British American Tobacco, Sri Lanka
1998 - 2000 Area Consumer Marketing Manager Eastern Africa, British American Tobacco, Kenya
1995 - 1997 International Brand Manager, British American Tobacco, England
1989 - 1994 Brand Manager, British American Tobacco, Netherlands
1987 - 1989 Consumer Research Executive, British American Tobacco, Netherlands
1985 - 1987 Account Executive, FHV/BBDO, Netherlands

Marketing Manager
2003 – 2006 Meester-Stegeman, SaraLee Foods Europe Deventer

I report to the Commercial Director. As member of the commercial team responsible for establishing the long term marketing, brand- and private label strategy. Gross Turnover is over € 400 mln. Responsible for a team consisting of 3 Brand Managers, Category Development Manager en Trade Marketeer. Functional responsibility for 8 private label Product Managers on behalf of innovation projects.
Established growth vision for the charcuterie category (+€ 200 mln.) and resulting innovation strategy. Business case for the introduction of innovative brand concepts and the introduction of a new international brand developed in record time (€ 60 mln.). Stegeman market share growth after years of decline and profitability restored due to repositioning, more (cost) effective BTL strategy and cost savings. 1st to introduce WeightWatchers and a new more healthy bread topping brand (Megafit) in retail.

Brand Marketing Director
2001 - 2002 British American Tobacco, CTC Colombo, Sri Lanka

I report to the GM. As member of the management team and in close cooperation with Trade Marketing responsible for establishing and implementing the long term brand portfolio- / product portfolio- en marketing strategy. The Gross Turnover is over $ 300 mln. Responsible for the day to day management of a department consisting of 15 Sri Lankans.
Despite volume decline Brand Margin targets achieved. I am the driving force behind the competitive, innovative culture. Portfolio strategy adjusted. Various brands repositioned to achieve a more balanced market position and launched in record time. Excise reduction achieved through successfully initiated political lobby. I emphasised on professionalism within the team and product development / innovation.

Area Consumer Marketing Manager Eastern Africa
1998 - 2000 British American Tobacco, E. Africa Nairobi, Kenya

I report to the Area Director. As member of the Area management team – in close cooperation with the local management teams and Trade Marketing – responsible for establishing the long term market-, portfolio-, brand- en product strategies in the 12 markets of Eastern Africa. The Gross Turnover is over $ 300 mln. The profit is $ 30 mln.
Despite unfavourable economic climate, market share growth of Premium / High Price brands. ‘Low price strategy’ initiated resulting in regained leadership of the low price segment. Brand portfolio rationalised. Both in- and outside Eastern Africa responsible for the repositioning and harmonisation of a few brands. Co-responsible for establishing the potential and the penetration strategy in new markets. Responsible for establishing an effective product development and innovation process, including a methodology for setting strategic priorities. Achieved local production of international brands. Saved over $ 1 mln through greater synergies. Established an enthusiastic central Brand Marketing Team consisting of 20 young people from various markets and (company) cultures. Enhanced the professionalism and creativity of the team and advertising agencies through extensive coaching and ‘best practices’. Designed a process for strategic planning and improved cooperation between Brand- and Trade Marketing. Investment in market research increased and quality improved. Introduced western techniques, e.g. psychographic segmentation.

International Brand Manager (John Player Gold Leaf)
1995 - 1997 British American Tobacco, Head Office
London

I report to the Head of the International Brand Group. Responsible for establishing and implementing the long term brand strategy in close cooperation with Regional Marketing Managers and the most important markets (Indian Subcontinent, Middle East, Asia Pacific, Europe, Africa).
The worldwide Brand Margin is £ 50,5 mln.
Responsible for the successful (re)launch and harmonisation in various markets. Accelerated the volume growth to an average of +8% per annum. Improved the image and perceived value / price relationship.
Centrally developed a fully integrated marketing mix, including line extensions, international sponsorship and trade mark diversification concept. This was initiated at very low cost. Emphasis on enhancing professionalism through ‘best practices’ and ‘lead market’ concept. Improved product quality to international standards.
Saved over £ 600,000.

Brand Manager
1989 - 1994 British American Tobacco Netherlands
Amsterdam

I report to the Consumer Marketing Manager. Responsible for establishing and implementing the strategies for various international and local brands in close cooperation with Trade Marketing. Responsible for influencing head office / brand owners regarding the locally desired strategy and activities for international brands.
Tripled the market share of Lucky Strike after years of no growth. Successfully managed a potentially disastrous product mix change for Barclay through a self confident approach. Increased the profitability of the local brands. As Lucky Strike brand manager, stimulated the international deviation from the original ‘me-too’ positioning and created a fully integrated ATL and BTL marketing mix. Initiated tailor-made promotions for Key Accounts. Responsible for the development of an effective Direct Marketing strategy. Cost of promotional material reduced. Won prizes every year for the effectiveness of the communications mix. Initiated the development of various Roll-Your-Own concepts with a real USP and issued a recommendation for purchasing the tobacco business of Douwe Egberts.

Consumer Research Executive
1987 - 1989 British American Tobacco The Netherlands
Amsterdam

I report to the Head of the Market research department. Responsible for initiating, executing, analysing and reporting all consumer research.
I initiate ‘issue based’ presentations of continuous research studies and am pro-active in making concrete recommendations based on research results. Experiment with new research techniques.

Account Executive MIRO (Ahold), Douwe Egberts Tabak, Pepsi Cola, NS, Agfa
1985 - 1987 FHV/BBDO Amsterdam

I report to the Account Manager. Responsible for making recommendations to clients (Marketing- en Brand Managers) regarding mass communications, the project planning en successful implementation. I translate marketing issues into internal briefings for the creative teams. I present / 'sell' the creative proposals to clients.
Responsible for concept development (product, name, communication) on behalf of innovative pipe smoking concept (Tattoo).

Education

1972 - 1978 Athenaeum B Rijnlands Lyceum, Wassenaar
1978 - 1979 High school Via AFS, Baltimore, America
1979 - 1983 Bachelors Psychology Rijks University, Utrecht
1983 - 1985 Masters Business Administration Erasmus University, Rotterdam
1988 - 1989 Marketing research B NVvM, Amsterdam

Skills

1990 - Brand Development
1992 - Management skills
1993 - Time Management
1993 - Finance for non-Finance managers
1994 - International Marketing Programme
1996 - Management Development Programme
1998 - Product Development and Introduction
2000 & 2001 – MPRII Class A
2005 – Category Development (EFMI)

Languages

Dutch: native
English: fluent
French and German: average

Other

Photography, travelling, cycling, hiking, sailing, visiting museums, painting portraits, reading, gardening