Nokuthula Maseko
Snr Product Manager
Soweto
Summary
Seasoned brand manager with extensive experience in the FMCG industry, currently thriving as a Senior Product Manager on Maybelline New York. Proven track record of driving brand growth, leading cross-functional teams, and delivering strategic product launches. Expertise in market analysis, consumer insights, and innovative marketing strategies, ensuring sustained brand equity and profitability.
Passionate about building strong brands that resonate with consumers and outperform in competitive markets.
Overview
9
9
years of professional experience
7
7
years of post-secondary education
Work History
Snr Product Manager
L'Oreal
Johannesburg
9 2022 - Current
- Responsible for Maybelline New York
- Implement new launches, maintain growth in pillar products and animate core catalogue
- Propose and monitor marketing mix strategies (IMC/360/Digital/Retail) to build integrated, engaging consumer brand experiences
- Mobilise and work with other departments (sales, supply chain, logistic, education, etc.) and partner agencies to build broader business strategies and meet deadlines
- Make recommendations to management on category based on own expertise of consumer, market, and competitors (launch analysis, strategic memo, etc.)
- Manage budget and ensure sales forecast accuracy
- Effectively prepare clear messages for senior management
- Own brand patrimony, guarantee brand identity: ensuring that all actions are in line with sense of purpose while nourishing brand
- Implement retail strategy working hand-in-hand with retail and education team and ensure proper implementation of retail materials (services, advice, etc.)
- Make recommendations on media, implement media and promotion plans and ensure implementation of trade marketing plan.
Category Manager
Tupperware Brands
Johannesburg
04.2021 - 08.2022
- Review marketing category strategies and provide input into new strategies to capitalise on competitive environment and changing consumer needs and profiles
- Formulate & propose category objectives, strategies and plans for inclusion in the annual plan
- Develop product plans by category (including newness plans) and execute to ensure competitive edge and growth within the categories year on year
- Plan & implement a viable and varied, promotional calendar (brand flow), to achieve category & plan objectives, as determined by the planning process (schedule)
- Initiate new product development and project manage to ensure implementation
- Monitor the performance of the categories in terms of units and rand sales against the agreed growth and contribution percentages in the annual plan
- Review costs versus budget throughout the new product development process to meet GP objectives of new product and implement action where necessary.
Brand Manager
Amka Products
Centurion
02.2019 - 03.2021
- Responsible for Clere Radiance
- Developing and managing strategic plans to build brand equity
- Achieving annual GP through the implementation of brand plans with defined targets, plans to drive targets, innovation and communication plans
- Developing the product portfolio for optimal profitability and long-term growth, through innovation and execution
- Development & implementation of innovation plans
- Developing the 360 degree marketing communications campaigns that delivers brand equity and volume targets
- Tracking the ROI calculations are conducted to optimise executions and media spend
- Identifying knowledge gaps and understand which research could be used to deliver relevant missing knowledge and ensure that the results are interpreted and used appropriately
- Identifying & developing research briefs to investigate feasibility of proposed innovations understand how this aligns to marketing and business strategy
- Identifying products to be launched that are within strategic goals and launch these on time as per plans and milestones set.
Junior Brand Manager
Revlon
Johannesburg
04.2017 - 01.2019
- Driving profitable growth across Almay, SinfulColors & Cutex brands
- Raising brand awareness, relevance and enhancing brand equity by delivering innovative marketing programs
- Gathering continuous market trends to remain well informed on competitive activities, changing market conditions, consumer and trade attitudes, areas of market opportunities and problems etc
- Identifying new product opportunities and areas for growth with respect to our emerging market
- Incorporate international marketing strategy into local plans and programs
- Planning and execution of all communications and media actions on all channels, including online and social media
- Creating and managing promotional collateral to establish and maintain product branding and to drive in-store visibility e.g
- Point of sale, shippers, displays
- Management and monitoring the brands expenditure to budget in line with the marketing plan
- Development of promotional and base business activities to increase organic growth with key retail partners
- Lead cross functional teams to deliver product improvements, new products, and promotional pack projects
- Prepare Sales & Category Review, monthly, quarterly and annually, monitoring business performance and tracking implementation of projects.
Trade Marketing Graduate
Revlon
Johannesburg
03.2016 - 03.2017
- Align Client marketing strategy with brand/trade strategy
- Assist with the brief agencies timeously for best execution on all marketing campaigns
- Work closely with Brand management to deliver correct messaging on product for launch to market within Client trade and related franchise and dealer store environment
- Assist with the development and execution of go-to-market plan for product launch in advance of product being in trade
- Worked closely with the Trade marketing manager to advice on methods for in-store solutions and consistently monitored if these methods were effective
- Brief field team on ensuring hero product is situated at front of store when merchandising, where possible
- Included preparing consumption tracking reports by retailer on a monthly basis
- Tracking new launches by extracting retailer data from Qlikview(Dischem)
- Assist with volume budgeting and latest estimates, recommendations established from customer data analysis and current trends.
Education
No Degree - Business Administration
Wits Business School
Johannesburg, South Africa 04.2001 -
Bachelor of Arts - Social Sciences
University of Cape Town
Cape Town 04.2001 -
High School Diploma -
Kwadedangendlale
Johannesburg, South Africa 04.2001 - 04.2008
Skills
Product Strategy
Data-driven decision-making
Product positioning
Brand building
Personal Information
- Date of Birth: 07/18/91
- Gender: Female
- Nationality: South African
- Driving License: Code 8/B
Languages
English & Sotho
Timeline
Category Manager
Tupperware Brands
04.2021 - 08.2022
Brand Manager
Amka Products
02.2019 - 03.2021
Junior Brand Manager
Revlon
04.2017 - 01.2019
Trade Marketing Graduate
Revlon
03.2016 - 03.2017
No Degree - Business Administration
Wits Business School
04.2001 -
Bachelor of Arts - Social Sciences
University of Cape Town
04.2001 -
High School Diploma -
Kwadedangendlale
04.2001 - 04.2008
Snr Product Manager
L'Oreal
9 2022 - Current
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