Precious Neo
Marketing Manager
Summary
An accomplished marketer with cross category experience across various food and confectionery with talents in developing and implementing successful strategies, driving profits, increasing market shares and brand repositioning. Hardworking, performance-oriented leader offering proven expertise in project development, team supervision and campaign enhancement,prepared to bring 15+ years of progressive experience and take on challenging position with opportunity to make lasting impact.
Overview
17
17
years of professional experience
Work History
Marketing Manager Canned Fruit, Vegetables & Ingredients
Culinary (A Division of Tiger Brands)
1 2020
- Lead the Canned Fruit, Vegetables & Ingredient 5-year strategy to identify new spaces/opportunities and position brands for future growth
- Lead the strategy to launch into the canned fish and stock delivering R186mil in the 1st year of launch
- Supported the Marketing Director on managing the KOO reputation “recall” PR campaign which led to brand health scores improvement (+5)
- Lead and focus activities of the Marketing team in line with new reposition (i.e., brand positioning, brand communication development, new product launches etc.)
- Oversee the development and execution of strategic value chain projects to turnaround category
- Build competencies and set the development agenda of the Marketing team.
Marketing Manager Flour & Maize
Milling (A Division of Tiger Brands)
10.2017
- Lead Milling's business strategy and innovation development
- Responsible for identifying growth trends and opportunities for the Milling category
- Lead the development, implementation and evaluation of strong communication channel strategies ensuring optimal investment of A&P resources to deliver results for the category
- Driving the measurement of market impact and effectiveness through brand health, competitive share and brand profitability and directing strategies to influence these dimensions
- Lead and focus activities of the Marketing team (i.e
- Brand positioning, brand communication development, new product launches etc.) and ensure on time delivery
- Build competencies and set the development agenda of the Marketing team
- Additional responsibility included developing go to market strategies for innovation and supporting the customer/shopper marketing to develop strong category strategies by retail customer/channel.
Senior Brand Manager (Golden Cloud)
Milling (A Division of Tiger Brands)
12.2016 - Current
- Deliver annual brand targets (market share, turnover, profitability, brand equity)
- Implement brand activity plans in line with strategy
- Drive Wheat/Flour portfolio innovation agenda through working with R&D
- Identify research requirements and unpack key insights for the portfolio growth path
- Develop communication plans to ensure long-term building and sustainability of brand equity
- Gather, analyse and interpret market/internal data for various projects using Nielsen data/Aztec & the Income Statement
- Develop and coach marketing intern into a fully-fledged Assistant Brand Manager
- Monitor brands performance vs plan; proposes corrective actions if necessary
- Manage agencies in the development of communication to deliver on KPIs
- Conducting regular competitor analysis and reviewing competitor activity (ATL & BTL) to understand and anticipate competitor activity.
- Optimized budget allocation, ensuring efficient use of resources to drive sales growth and profitability.
Brand Manager /Senior Brand Manager (Manhattan Sweets)
Premier FMCG
07.2015 - 11.2016
- Develop and recommend strategic objectives/key tasks
- Implement brand activity plans in line with strategy
- Gather, analyse and interpret market/internal data for various projects using Nielsen data/Aztec & the Income Statement
- Monitor brands performance vs plan; proposes corrective actions if necessary
- Manage agencies in the development of communication to deliver on KPIs
- Co-ordinate and manage product development in conjunction with R&D
- Co-ordinate and manage development of packaging from brief to printing
- Monitoring stock levels: liaising with factories on issues arising and stock levels – new & current products
- Conducting regular competitor analysis and reviewing competitor activity (ATL & BTL) in an attempt to understand and anticipate competitor activity
- Manage performance, provide mentorship and direction to the Assistant Brand Manager.
Brand Manager (Mrs Balls and Crosse & Blackwell)
Culinary (A Division of Tiger Brands)
06.2013 - 06.2015
- Develop of successful communication plans to ensure long-term building and sustainability of brand equity
- Launch of the limited-edition gift pack which helped the brand recover lost share within Shoprite group and was able to create excitement within the category
- Develop and drive Chutney portfolio innovation agenda through working with R&D leading to successful launch of Jalapeno/Chakalaka chutney innovation
- Identify packaging requirements through research and unpack key insights for development of C&B packaging.
Assistant Brand Manager (All Gold)
Culinary (A Division of Tiger Brands)
09.2012 - 05.2013
- Assist the Brand Manager in the execution and implementation of all Brand Management outputs
- Solely manage the following Key Projects: Implementation of All Gold Qrt1 BTL Activations, Managed & Implemented the All Gold Qtr
- 1 Radio Campaign, Managed & Implemented the All Gold WOM Advocacy Campaign, Successful re-launch of the All Gold website
- Assisted the Brand manager on the following Key Projects: All Gold “Taste the delight” TTL campaign.
Assistant Brand Manager (Enterprise; Like it Lean; Bokkie & Renown)
Enterprise Foods (A Division of Tiger Brands)
03.2011 - 08.2012
- Solely manage the following Key Projects: Bokkie Viennas Sku rationalisation, Successful launch of the Renown Spreads Outer-case carton, Enterprise Polony Spread research (In-home placement), Successful launch of Top One polony, SABC 3 Expresso Show: Enterprise Segments
- Assisted the Brand manager on the following Key Projects: Enterprise Back 2 School Campaign, Polony Cap Promotion, Successful launch of the Enterprise Polony with cheese & Enterprise Polony Spread.
Assistant Customer Manager
Enterprise Foods (A Division of Tiger Brands)
01.2009 - 02.2011
- Reported to National Customer Manager and National Customer Executive
- Managing key customer relationships: PNP South & North, Shoprite & Checkers Great North and Wholesale (Massmart, Metcash, ICC, BEC-Foodzone, Unitrade)
- Determining monthly promotional deals and meeting with customers/buyers to negotiate deals and execute accordingly
- Implementation of Enterprise company marketing promotions by customer– nationally
- Working closely with the customer marketing and brand teams, executed plans with the customer effectively around the promotional calendar and ensuring great execution in stores
- Post campaign and marketing launch; ensure listing of new product -speed to market including excellent execution of launches in stores
- Assisted the National Customer Manager in the drawing up of trading terms for Wholesale.
Customer Graduate
Enterprise Foods (a Division of Tiger Brands)
01.2008 - 12.2008
- Job Rotation for skills development and exposure into different departments: Sales Operations, Channel, Marketing, Customer
- Exposed to merchandising execution, space management and competitor strategies
- Understanding the role of Channel within the Business and POP Drivers such as pricing, range, promotions, distribution
- Exposed/Involved in the Category Segmentation; brand blueprints, research – new products concept validation, brand blueprint validations, focus groups to gather insights on brand perceptions, Implementation of the CSI project
- Exposed to buyer interactions within wholesale & retail sector, pricing strategies/mandates and understanding of margins (front & back end margin).
Education
Honours in Brand Leadership -
Vega Brand Communication School
01.2010 - 2011.05
BA in Marketing Communication - undefined
University of Johannesburg
01.2004 - 2007.05
Matriculated - undefined
Lowveld High School
01.2003 - 2003.05
Skills
Project Management
Presentation skills
Negotiation Skills
Numeric and analytical skills
Key Accounts/Customer Management-Glendenning
Shopper Foundation-Glendenning
Digital Marketing
Public and Media Relations
Budgeting and Allocation
P&L Management
Marketing Strategy Development
Brand positioning
Ethnicitygender
African Female
Personal Information
- Date of Birth: 06/02/86
- Nationality: South African
Timeline
Marketing Manager Flour & Maize
Milling (A Division of Tiger Brands)
10.2017
Senior Brand Manager (Golden Cloud)
Milling (A Division of Tiger Brands)
12.2016 - Current
Brand Manager /Senior Brand Manager (Manhattan Sweets)
Premier FMCG
07.2015 - 11.2016
Brand Manager (Mrs Balls and Crosse & Blackwell)
Culinary (A Division of Tiger Brands)
06.2013 - 06.2015
Assistant Brand Manager (All Gold)
Culinary (A Division of Tiger Brands)
09.2012 - 05.2013
Assistant Brand Manager (Enterprise; Like it Lean; Bokkie & Renown)
Enterprise Foods (A Division of Tiger Brands)
03.2011 - 08.2012
Honours in Brand Leadership -
Vega Brand Communication School
01.2010 - 2011.05
Assistant Customer Manager
Enterprise Foods (A Division of Tiger Brands)
01.2009 - 02.2011
Customer Graduate
Enterprise Foods (a Division of Tiger Brands)
01.2008 - 12.2008
BA in Marketing Communication - undefined
University of Johannesburg
01.2004 - 2007.05
Matriculated - undefined
Lowveld High School
01.2003 - 2003.05
Marketing Manager Canned Fruit, Vegetables & Ingredients
Culinary (A Division of Tiger Brands)
1 2020
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