Anisa Ramdass
Eucerin Marketing Manager
Durban
Summary
Results-driven Marketing Manager with 13 years of experience in local and regional roles. Proven track record of driving successful campaigns and brand growth, with ability to lead cross-functional teams and implement strategic marketing initiatives. Adept at optimizing product positioning and driving sales through market analysis and consumer insights. Core purpose is to develop, motivate and inspire teams. I strive to be well-rounded, respected and live with integrity.
Overview
18
18
years of professional experience
2021
2021
years of post-secondary education
Work History
Marketing Manager - Eucerin
Beiersdorf
08.2023 - Current
- Boosted brand awareness achieving the highest Derma Brand results in BHT research through strategic marketing campaigns
- Managed budgets, allocating funds strategically towards high-impact initiatives that supported overall business goals.
- Mentored team members, providing guidance and support to foster professional growth and skill development within the marketing department.
- Analyzed market trends to identify new opportunities, adjusting marketing plans accordingly for maximum effectiveness.
- Elevated brand visibility by developing and executing comprehensive marketing campaigns across multiple digital platforms.
- Created and managed social media campaigns to increase brand engagement.
- +52% NS, +46% sell out on strategically important Thiamidol skus FY 2024
- Medfluencer strategy development and implementation, a first for SA
- Successful launch of biggest strategic NPD with positive early results exceeding KPI targets vs time since launch
Senior Brand Manager
Nivea Face Care
11.2020 - 07.2023
- Optimized budget allocation, ensuring efficient use of resources to drive sales growth and profitability.
- Developed pricing strategies that maximized revenue while maintaining competitive positioning in the market.
- Led market research initiatives to gather insights on consumer preferences, trends, and competitor analysis.
- Evaluated and adjusted marketing strategies based on evolving market conditions, ensuring brand remained relevant and competitive
- Leading and executing the launch of the most strategically important range on Female Face Care at the time. The results in Y1 & Y2 were exceptional, surpassing all NS and MS targets. In addition to brand responsibilities
- Key achievements: NS delivery of +62% vs target in Y1 and +53% growth in NS in Y2, MS delivery of +414bps 12mm with #1 Even Tone sku ranking within mass segment, Achieved the highest levels of awareness and consideration for Y1 & Y2 in EMEA region, Developed and executed 6 Advanced Precision Marketing campaigns, one of which won the prestigious Assegai Awards, First ever Nivea Pop Up store in SA.
- Skills developed: Stakeholder management at most senior levels of the business, Ongoing digital marketing proficiency, Leading people & teams, In depth marketing tracking & performance.
Brand Manager / Senior Brand Manager
Eucerin
07.2017 - 10.2020
- Worked across all 3 categories with the largest amount of time spent on Face. Responsibilities included developing and implementing brand strategies, communication development as well as inputting on S&OP and budget processes. I served as marketing lead, representing SA for EMEA marking sessions as well as supporting and offering guidance to the Derma BMs on marketing related topics.
- Key achievements: Promoted to Senior Brand Manager within a year of working at BDF, Developing the strategy for one of the most successful launches on Eucerin globally and winning the award for the most successful digital campaign globally, Directly contributing to the positive share gains through robust 360 degree launches, Played an active role in the digital transformation of the brand, Contributing to a positive team environment.
- Skills developed: Strong leadership skills, Garnering cross functional support from the business through connection & collaboration, Stakeholder management both locally and globally, Turning insight/data into action to drive business performance, Budget and profitability management.
Senior Assistant Brand Manager/Assistant Brand Manager
Unilever
10.2012 - 06.2017
- I started off in Unilever on a local Homecare role, working on the laundry portfolio (Sunlight, Skip, Omo, Surf). I then spent 4 years in a regional role on Personal care working on Skin Cleanse (Geisha, Lifebouy, Dove) as well as Skin Care (Vaseline, Dove, Dawn) brands. Responsibilities of this Regional role include developing category strategies, communication asset development/localisation, packaging development and innovation project management. This role required strong consumer and customer channel insight of multiple African countries.
- Key achievements: Successful total brand relaunch of Lux in CDI, Ghana, Nigeria, Kenya and Ethiopia, Developing bold and creative campaigns, Successfully launching multiple product innovations on time and in full across 10 African countries, Being nominated to attend the Brand African Strategy Workshop in Singapore, Recognised with a service excellence (Oscars) awards for contribution made to Personal Care, A performance ratings of 4 three years in a row.
- Skills developed: Using insight and trends to develop Brand and Market Development Strategies for South Africa, Nigeria, Ghana, CDI, Kenya, Ethiopia, Zimbabwe and Mozambique, Crafting and deploying multi- channel brand plans, Briefing and developing communication assets as well asset localisation, Cross functional project leadership for product innovations, Stakeholder management, Budget and profitability management, Digital marketing proficiency including website development and digital campaign execution.
Management Consultant
Ernst and Young (EY)
01.2010 - 01.2012
- Position entailed extensive client interaction with the view of providing sustainable Supply Chain solutions through process optimisation. Given the nature of the consulting business, I have worked in multiple organisations and divisions, which is indicative of my ability to adapt and learn quickly. It also highlights my transferrable skill set.
- Key achievements: Three promotions in a period of two and half years, A performance rating of 5/5 in financial year 2011.
- Skills developed: Ability to identify operational inefficiencies and improvement opportunities, Process- mapping and re-engineering, Current state and gap analysis, Risk and Control Analysis.
Specialist Medical Representative
GlaxoSmithKline (GSK) Pharmaceuticals
01.2007 - 01.2009
- Position entailed shaping and preparing the market for the launch of a revolutionary new vaccine, a worldwide medical breakthrough in the prevention of cervical cancer.
- Once the product was launched, specific roles included: Maximising sales and profit of the product, Providing on-going marketing support in order to meet company targets, Communicating a vision for the product that inspired both internal and external customers, Creating rapport and building strong relationships with clients, Market and competitor research and analysis.
- Skills developed: Sales and marketing skills, Strong communication and presentation skills, Strong interpersonal and social skills.
Education
Postgraduate Diploma - Management
University of The Witwatersrand
Johannesburg, South Africa12-2009
Bachelor of Science (Honours) - Physiology
University of The Witwatersrand
Johannesburg 04.2001 - 01.2006
Bachelor of Science (BSc) - Physiology, Human Movement Science
University of The Witwatersrand
01.2002 - 01.2005
High School -
Lyttelton Manor High School
Pretoria, South Africa 01.1997 - 01.2001
Skills
Strategic marketing
Go-to-market strategy development
Digital Precision Marketing
Brand development
Digital influencer engagement
Financial performance management
Market analytics
Analytical thinking
Data-driven decision making
KPI tracking
Talent development
Teamwork and collaboration
Additional Information
I aspire to lead an active, adventurous, well rounded life and strive to set a good example for my two little ones.
University Scholarships
- 2006, Post – Graduate Merit Award
- 2002, Academic Excellence Scholarship
Key Awards In University
- 2002, Golden Key International Honour Society awardee
- 2002, Certificate of first class pass for various subjects
Timeline
Marketing Manager - Eucerin
Beiersdorf
08.2023 - Current
Senior Brand Manager
Nivea Face Care
11.2020 - 07.2023
Brand Manager / Senior Brand Manager
Eucerin
07.2017 - 10.2020
Senior Assistant Brand Manager/Assistant Brand Manager
Unilever
10.2012 - 06.2017
Management Consultant
Ernst and Young (EY)
01.2010 - 01.2012
Specialist Medical Representative
GlaxoSmithKline (GSK) Pharmaceuticals
01.2007 - 01.2009
Bachelor of Science (BSc) - Physiology, Human Movement Science
University of The Witwatersrand
01.2002 - 01.2005
Bachelor of Science (Honours) - Physiology
University of The Witwatersrand
04.2001 - 01.2006
High School -
Lyttelton Manor High School
01.1997 - 01.2001
Postgraduate Diploma - Management
University of The Witwatersrand
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