Carla Cornelia Yssel

Brands: Tibb & multiple subcategories

• Analyze the herbal therapeutic playing field
• Developed brand strategy, ATL & BTL campaigns, trade promotions, and product claims positioning.
• Managed packaging revamp and new product pipeline, identifying category gaps and line extensions.
• Led a team of 4, including digital and junior brand managers.
• Collaborated with sales and regulatory teams; managed forecasting and agency partnerships.
• Oversaw 52 SKUs and import-related demand planning.
• Optimized budget allocation, ensuring efficient use of resources to drive sales growth and profitability.
• Enhanced brand awareness by developing and implementing strategic marketing plans.
• Developed pricing strategies that maximized revenue while maintaining competitive positioning in the market.
• Streamlined internal communication processes, fostering collaboration between departments in support of brand objectives.
• Drove continuous improvement by identifying areas for process optimization within the department''s operations.
• Mentored junior team members to develop their skills and further their professional growth within the organization.
• Managed cross-functional teams for the successful development and launch of new products.
• Managed crisis communications during challenging situations, mitigating potential damage to company reputation.
• Evaluated and adjusted marketing strategies based on evolving market conditions, ensuring brand remained relevant and competitive in the industry.
• Implemented data-driven decision making by analyzing various metrics such as sales data, advertising performance reports, and customer feedback surveys.
• Collaborated with sales teams to create tailored presentations for key clients, resulting in strengthened relationships and increased business opportunities.
• Led market research initiatives to gather insights on consumer preferences, trends, and competitor analysis.
• Increased market share through the execution of targeted product launches and promotional campaigns.
• Fostered a culture of innovation within the team by encouraging creative thinking and embracing new ideas that supported brand goals.
• Improved customer engagement with the creation of compelling content and social media strategies.
• Monitored and evaluated marketing and advertising campaigns to support brand consistency and engagement.
• Analyzed customer feedback and market trends to make informed decisions about product and brand messaging.
• Developed and executed branding campaigns to educate target audiences on product features, benefits and values.
• Created and managed budgets to maximize brand reach and engagement.
• Cultivated relationships with key stakeholders, vendors and industry influencers to create positive brand experiences.
• Researched market trends to identify customer needs and preferences for strategic planning.
• Researched and identified new opportunities for product and brand development.
• Managed and oversaw creative projects to drive quality, accuracy and deadline management.
• Spearheaded strategic brand plans for multiple product lines to increase market share and brand awareness.
• Planned, implemented, and tracked sales and marketing strategies to promote brand products.
• Coordinated with design and media teams to develop high-quality creative assets.
• Established, initiated and optimized business development strategies based on company targets, product specifications, market data, and budget factors.
• Developed creative presentations, trend reports, kitted assets, and product data sheets.
• Oversaw preparation of marketing copy, images, videos, emails, and other collateral.
• Managed budget allocation and resource utilization to maximize marketing ROI.
• Executed comprehensive marketing plans that consistently achieved targets for increased revenue.
• Analyzed and reported on KPIs to validate and demonstrate success of marketing campaigns.
• Improved website visibility through development and implementation of SEO strategies.

• Analysing the sales patterns, p&l, trade promotions and deals and brand history to provide a game plan for investment that will result in optimized return
• Designed research programme to investigate the current and potential users of the brand and apply the findings to the strategy
• Develop strategy for customer; healthcare professionals; consumer individually but connected with a golden consistent thread
• Implemented consumer campaigns, organized branded sport events and align pricing
• Developed and launched line extensions through thorough project and business plan through to execution (StaminoGro Kids)
• Oversee and manage agencies involved in brands from PR, digital, activation, POS
• Assisted in development of virtual reality training tools
• Planned and designed trade detailers and drops to be utilized by the sales force
• Work in collaboration with management, procurement and sales teams to pull the strategy through on all levels
• Monthly reporting on financial performance for sell in, market data analysis on IMS and Impact Rx, looking for gaps and opportunities and also tracking and measuring brand performance
• Carry out trade audits to ensure merchandising and promotional plans are being implemented
• Evaluate effectiveness of promotion to determine whether it achieved sustainable growth
• Monthly field days with reps in pharmacy and doctor detailing
• Calculated estimates of financial forecasting and targeting for the following year
• Control budget spend and recon to actual ledgers
• Assisting teams with conference planning
• Presenting creatively and clearly brand performance, plans and actions to sales teams and management at conferences and set feedback meetings.
• Involved in design and production of creative elements from point of sale to social media posts, activation elements and radio ads

• Analyse market trends
• Develop marketing plans and strategies to grow and expand the relevant brands within the company in terms of strategic importance, focus and share of mind.
• Set brand objectives for product, price, distribution and advertising
• Develop strategic category growth and direction, evaluating the brands in their broader context and environment
• Analysed profitability of the brands by: Delving into price strategies are being adhered to i.e. deals/discounts, price promotions, raw material costs etc
• Checking margins are being maintained and that price realisations are in line with overall brand strategy by regularly doing a p&l
• Confirming pricing strategies are being implemented to ensure continued brand market share growth
• Brief Agency on brand strategy and evaluate proposals
• Brief design houses on requirements for brochures, point of sale etc
• Determine merchandising activities, promotional activities together with the sales department
• Brief sales department on new developments, product launches etc
• Carry out trade audits to ensure merchandising and promotional plans are being implemented
• Evaluate effectiveness of promotion to determine whether it achieved sustainable growth
• Analyse and interpret data (qualitative and quantitative) that will add value and positive direction to the various brand objectives
• Prices are continually monitored and compared against competitors
• Discuss and agree sales forecasts with the Sales department
• Pass forecasts onto Production planning department and Sales forecaster for co-ordination and action
• Ensure optimal stock is available in depots at all times
• Sales and trade liaison – maintain regular contact with the sales department including Key account managers.
• Regularly visit regional trade outlets
• Initiated market research on new category they wanted to explore. Involved in the initial stages of product development

• To develop and manage brand strategies and from that derive brand plans yearly. Set objectives for my brands within the Category – Brands Linctagon (Colds & Flu OTC); Femagene (Feminine Hygiene); Radical (Calcium supplements) –Tetmasol (medicated soap)
• Nativa voted best employee for third quarter of 2017/2018 fiscal
• Received brand of the year award for Femagene and Linctagon respectively 2013, 2014 and 2015.
• POPAI winner 360 degree campaign for Linctagon
• Brands have received double digit growth 2016/17
• Improved Distribution on Femagene that lead to double growth 2017.
• Launch complete TVC 2015 and 2017 (concept – flight)
• Launched and contributed to development of various products: Femagene Soapbar, Femagene Lubricant; Femagene Heat patch; Femagene Sensitve soap; Femagene packaging relaunch; Linctagon Cough syrup; Linctagon Junior syrup; Linctagon Junior effervescent; Linctagon Effervescent Cherry; Linctagon Lollies.
• Analyse market trends to protect and capitalise on present and future business opportunities
• Brief Agency on brand strategy and evaluate proposals
• Brief design houses on requirements for brochures, point of sale etc
• Determine merchandising activities, promotional activities together with the sales department
• Brief sales department on new developments, product launches etc
• Carry out trade audits to ensure merchandising and promotional plans are being implemented
• Evaluate effectiveness of promotion to determine whether it achieved sustainable growth
• Analyse and interpret data (qualitative and quantitative) that will add value and positive direction to the various brand objectives
• Develop marketing plans and strategies to grow and expand the relevant brands within the company in terms of strategic importance, focus and share of mind.
• Set brand objectives for product, price, distribution and advertising/promotion for the various brands
• Develop strategic category growth and direction, evaluating the brands in their broader context and environment
• Ensure profitability of the brands are being met by: Ensuring price strategies are being adhered to i.e. deals/discounts, price promotions, raw material costs etc
• Acceptable margins are being maintained and that price realisations are in line with overall brand strategy
• Correct pricing strategies are being implemented to ensure continued brand market share growth
• Prices are continually monitored and compared against competitors
• Generate innovative and practical ideas for the development of new products
• Investigate current product improvement, new packaging
• Ensure preliminary costing, anticipated volumes and required capital investment analyses are carried out
• Prepare new product development brief for Technical Department and hold regular meetings to track the progress of the project
• Set volume and value budgets as and when required
• Ensure set budgets are realistic and attainable.
• Monitor sales on an ongoing basis and evaluate progress
• Allocate media and promotional monies to planned activity
• Implement and maintain budgetary controls
• Continually monitor spend v general ledger amounts and follow up on variances
• Discuss and agree sales forecasts with the Sales department
• Pass forecasts onto Production planning department and Sales forecaster for co-ordination and action
• Ensure optimal stock is available in depots at all times
• Sales and trade liaison – maintain regular contact with the sales department including Key account managers.
• Regularly visit regional trade outlets