Grace Kabeya

Brand Strategy
Market Research
Product Development ( concept, story telling, formula, packaging, pricing, positioning, distribution)
Brand Activation ( trade marketing, visual merchandising, events, ePR)
Digital Branding

Reporting to Brand Director. Responsible for brand development and brand communications/activation through product development,POS, Print, Digital, PR, consumer events, Trade shows,Trade-Marketing ( Tesco, Sally, Asda, Boots), campaigns all over Europe.

•Contributed to Marketing plan and executed competitive analysis on market trends/pricing;

•Identified consumer insights and product concepts in line with brand strategy and brand equity;

•Managed innovation projects liaising with relevant stakeholders (R&D, packaging, supply chain, research; regulatory…) following NPD process and in supervision of brand director and brand managers;

•Lead coordinator on artwork development process, in collaboration with agency and local markets for all approvals, mock-up validations and deliveries;

•Worked with multiple local countries to help develop activation plans and business models for NPD launches;
•Assisted in fulfilling market requests, PR events, and preparing brand reviews each quarter;

•Responsible for comprehensive Launch Kits for existing and new product launches;

•Managed “NPD Updates “; Social media pages and lead monthly reporting on budget, expenses.

Reporting to Marketing Manager, managing product development of the adidas fragranced line portfolio worth
75 M€ (N°1 Power brand – Coty beauty division) Promoted to Junior Brand Manager after completion of 6 months internship in January 2014.

Key Responsibilities
 Responsible for organizing and execution of marketing launch plans and packages, in line with budget and timescales from conceptual stages through the product life cycle for the purpose of maximizing revenue and ROI.

Key Achievements:
 Provided relevant consumer insights to build 3 years rationalization business plan for the fragrance category, which targeted 2 M€ in production cost savings.
 Successfully completed full brand launch of adidas get ready limited edition which drove incremental brand sales of 1,4 M€; an increase of 30% in brand awareness and 90 % increase in brand message recall during world cup events. Put together promotional materials and delivered launch pack consisting of pack shots, glam shots, POS guidelines document and materials, commercial video, t-shirts.
 Coordinated the shooting of the adidas get ready commercial video featuring (famous Brazilian football player Fred and Bia and Branca Feres) in Rio de Janeiro.
 Contributed brand and digital activation managing global website launch and setting up a tournament in France on social media to win a prize.
 Launched New adidas 6 in 1 anti-perspirant for male and female (Cool & Dry and cool & Care) taking part into each stage of the development process, R&D Briefs, approving fragrances, artwork process ,delivering promotional launch pack, and being involved in ATL activation( magazine, video adaptation for local markets)
 Successfully lead two shampoo line extensions for range refreshment and implemented full marketing mix across all markets to boost both line-up ‘sales. (Male : Hydra Sport 3 in 1 shower gel with an innovative enriched moisturizing complex for dry skin; Female : Soft Honey shower cream)
 Packaging and graphical re-launch of body mist (3 skus: lively, vitality, relax) across LATAM/US/ CAN market gaining incremental listings in beauty category trade, and delivering1.1 M$ value sales to the brand.
 Managed two marketing surveys in Russia for the purpose of launching a new male shampoo range dedicated to the Russian market ( 5 skus with different benefits : itch defense, fresh energy, pro sport, pure control, extra power)
 Through in depth research identified brand development opportunities for Brazilian, EMEA & China Markets. ( e.g developed new concepts ( initial stages) anti-perspirant Foot spray for Brazil; New skin care line and ergonomic roll-on packaging for China , discovers for EMEA region)