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Brand Marketing Specialist - big & small.15+ years experience
Jessica Bahia
,
London, United Kingdom
Experience
Other titles
Skills
I'm offering
I love working on Brands. Developing new ones. Reinvigorating or re-positioning tired ones. Unlocking Brand and Consumer Challenges. Creating totally new products, extensions or Consumer occasions. Understanding Consumer Pain Points and finding solutions to resolve them. And creating brand strategies that really connect with Consumers, beyond reason; that Engage, Excite and drive Action.
I am an entrepreneur at heart, that seeks out gaps in the market, identifies opportunities and applies this spirit and energy, to my thinking, on all brands that I work on. This Spirit has drawn me to brands of varying size within FMCG and Drinks, Global Online travel, marketing software technology, SMEs, Start Ups and the creation of my own design-led online Retail Destination, Mini Sett London, and this year, a Consulting Project as Head of the UK's 3rd biggest wine brand, that now also sells spirits (Gin & Vodka) and a newly created category - Fruit Fusions (Wine with a spirit base).
CORE SKILLS AND EXPERIENCE
• 15+ years developing, leading and delivering Global and National brand strategies, across all marketing channels (offline and online) from insight identification, creating the Brand Strategy, writing a marketing strategy, leading the creative development process and media planning, with budgets of £25m+
• Extensive NPD experience - ideation, formulation development, packaging design, retail sell-in to full market launch
• 10+ years in digital marketing
• Team and People Management with up to 9 Direct Reports
• Strong commercials skills and confident using numbers on a daily basis
• Extensive brand evaluation - commercial KPIs, brand equity metrics and econometric modelling
• Excellent Stakeholder Management - can quickly build relationships with people at all levels (across the organisation, External Agencies, Direct reports) and influencing at C-suite level
• Clear Communicator; written, verbal and listening, and ability to adapt my style depending on the audience
• Strong project management skills - multiple projects delivered to a high standard, on time and on budget
• Positive, Energetic and Entrepreneurial Attitude - flexible and adaptable to changing business needs and ability to work in a fast-paced and ever evolving environment
I am an entrepreneur at heart, that seeks out gaps in the market, identifies opportunities and applies this spirit and energy, to my thinking, on all brands that I work on. This Spirit has drawn me to brands of varying size within FMCG and Drinks, Global Online travel, marketing software technology, SMEs, Start Ups and the creation of my own design-led online Retail Destination, Mini Sett London, and this year, a Consulting Project as Head of the UK's 3rd biggest wine brand, that now also sells spirits (Gin & Vodka) and a newly created category - Fruit Fusions (Wine with a spirit base).
CORE SKILLS AND EXPERIENCE
• 15+ years developing, leading and delivering Global and National brand strategies, across all marketing channels (offline and online) from insight identification, creating the Brand Strategy, writing a marketing strategy, leading the creative development process and media planning, with budgets of £25m+
• Extensive NPD experience - ideation, formulation development, packaging design, retail sell-in to full market launch
• 10+ years in digital marketing
• Team and People Management with up to 9 Direct Reports
• Strong commercials skills and confident using numbers on a daily basis
• Extensive brand evaluation - commercial KPIs, brand equity metrics and econometric modelling
• Excellent Stakeholder Management - can quickly build relationships with people at all levels (across the organisation, External Agencies, Direct reports) and influencing at C-suite level
• Clear Communicator; written, verbal and listening, and ability to adapt my style depending on the audience
• Strong project management skills - multiple projects delivered to a high standard, on time and on budget
• Positive, Energetic and Entrepreneurial Attitude - flexible and adaptable to changing business needs and ability to work in a fast-paced and ever evolving environment
Markets
United Kingdom
Links for more
Once you have created a company account and a job, you can access the profiles links.
Language
English
Fluently
Ready for
Larger project
Ongoing relation / part-time
Full time contractor
Available
My experience
2019 - 2019
freelance
HEAD OF BRAND PORTFOLIO
ACCOLADE WINES.
Key Achievements:
• Undertook a Strategic Brand Review to uncover and identify the core issues on this enormous brand and develop the 3 Year Strategic Plan to address the commercial and brand challenges to arrest the massive decline
• Initiated, lead and delivered a new Brand Strategy, to stretch across 3 sub categories and incorporate 49 SKUS
• Lead the FY20+ NPD Pipeline Development based on my Consumer Insight work and findings
• Presented Brand Portfolio Strategy and Plans to Accolade EU Total Business and core UK Retail Customers - Asda, Tesco, Morrisons
• New Product Development (NPD) - worked with the Liquid Formulation Team on 7 new Products for launch in FY21, plus successfully delivered 2 x New Products in Pipeline to Market - Pink Gin and White Wine & Coconut Rum Fusion.
• Appointed two new London Communications Agencies - Strategy and PR.
• Introduced Accolade to Marketing Mix Effectiveness Partners - ScanmarQED
• Initiated, lead and delivered 3 x pieces of large scale Qualitative and Quantitative pieces of Consumer Research.
• Managed P&L and Monthly Budget Tracker.
• Worked collaboratively across the Business with Commercial Teams, Trade Marketing, Category, Finance, Insight, Sales and Operations.
• Presented to Global Chairman and Global Brand Director and regular access / meetings with EMEA ELT
• Brought energy, drive, senior brand marketing experience and an entrepreneurial spirit, to the Brand and Wider Teams at Accolade Wines
• Undertook a Strategic Brand Review to uncover and identify the core issues on this enormous brand and develop the 3 Year Strategic Plan to address the commercial and brand challenges to arrest the massive decline
• Initiated, lead and delivered a new Brand Strategy, to stretch across 3 sub categories and incorporate 49 SKUS
• Lead the FY20+ NPD Pipeline Development based on my Consumer Insight work and findings
• Presented Brand Portfolio Strategy and Plans to Accolade EU Total Business and core UK Retail Customers - Asda, Tesco, Morrisons
• New Product Development (NPD) - worked with the Liquid Formulation Team on 7 new Products for launch in FY21, plus successfully delivered 2 x New Products in Pipeline to Market - Pink Gin and White Wine & Coconut Rum Fusion.
• Appointed two new London Communications Agencies - Strategy and PR.
• Introduced Accolade to Marketing Mix Effectiveness Partners - ScanmarQED
• Initiated, lead and delivered 3 x pieces of large scale Qualitative and Quantitative pieces of Consumer Research.
• Managed P&L and Monthly Budget Tracker.
• Worked collaboratively across the Business with Commercial Teams, Trade Marketing, Category, Finance, Insight, Sales and Operations.
• Presented to Global Chairman and Global Brand Director and regular access / meetings with EMEA ELT
• Brought energy, drive, senior brand marketing experience and an entrepreneurial spirit, to the Brand and Wider Teams at Accolade Wines
Social, Formulation, Online, Npd, Sales, Social Media, Pr, Packaging, Retail, Research, Product Design, Product development, Marketing, Brand identity, MArketing Strategy, Marketing communication, Advertising photography
2016 - 2019
job
FOUNDER AND CREATOR OF ONLINE DESTINATION STORE
Mini Sett London.
Global Homewares Brand and Online Destination Retail Store
Key Achievements:
• Created, refined and launched my own Brand and online retail destination, in the premium children's homewares category
• Designed, lead and delivered the entire NPD process (including Product design, packaging, Product Safety Testing) for Mini Sett products working with 8 different Suppliers across Europe, negotiating COGs, MOQs and building Supplier Partnerships
• Developed the Brand Strategy, Marketing Plans and all communication, to engage Consumers and drive demand to minisett.com and sales of our Products
• Developed and delivered the Social Media and PR Strategy
• Achieved Net Profit for each trading year and sold through 90% of stock YTD
Key Achievements:
• Created, refined and launched my own Brand and online retail destination, in the premium children's homewares category
• Designed, lead and delivered the entire NPD process (including Product design, packaging, Product Safety Testing) for Mini Sett products working with 8 different Suppliers across Europe, negotiating COGs, MOQs and building Supplier Partnerships
• Developed the Brand Strategy, Marketing Plans and all communication, to engage Consumers and drive demand to minisett.com and sales of our Products
• Developed and delivered the Social Media and PR Strategy
• Achieved Net Profit for each trading year and sold through 90% of stock YTD
Marketing and sales, Email marketing, Communication, Marketing, Social Media, Digital communication, Seo, Google adwords, Google analytics, Project Management, Product Photography, Product Manager, Product Design, Product development, Branding, Sales development, Web content, Social media management, Social media strategies, Social media copywriting, Social Media Marketing, Online marketing, Content marketing, Digital Marketing, Brand Building, Core Values and Branding, Brand identity
2016 - 2017
freelance
STRATEGY DIRECTOR
SCANMARQED.
Key Achievements:
• Lead, devised and delivered a new Global Brand Strategy (inc new Architecture, Proposition, Positioning, Essence, Values, Personality, Promise) for the ScanmarQED brand
• Lead the Strategic Thining with the Creative agency, to develop the Visual Identity for the newly merged ScanmarQED brand
• Worked directly with the CEO, Han Meijer, and his Senior Team in the UK and Holland
• Lead, devised and delivered a new Global Brand Strategy (inc new Architecture, Proposition, Positioning, Essence, Values, Personality, Promise) for the ScanmarQED brand
• Lead the Strategic Thining with the Creative agency, to develop the Visual Identity for the newly merged ScanmarQED brand
• Worked directly with the CEO, Han Meijer, and his Senior Team in the UK and Holland
Consulting, Architecture, Marketing, Brand identity, Marketing communication, Brand Building, Core Values and Branding, MArketing Strategy, B2B Marketing, Marketing Technology, Digital Marketing
2012 - 2016
job
HEAD OF MARKETING
marketingQED.
Key achievements:
• Worked directly with the CEO on Strategic Business problems, like pricing, developing a new service offering, product propositions,
• Lead and owned the Global Brand Strategy and all Marketing Communications across all markets (UK, Europe, Singapore, Japan)
• Managed all digital channels including PPC, SEO, social
• Lead and managed PR including external agency
• Worked directly with the CEO on Strategic Business problems, like pricing, developing a new service offering, product propositions,
• Lead and owned the Global Brand Strategy and all Marketing Communications across all markets (UK, Europe, Singapore, Japan)
• Managed all digital channels including PPC, SEO, social
• Lead and managed PR including external agency
Marketing, Seo, PPC, Pr, Service, Ceo, Social, Brand identity
2011 - 2012
job
STRATEGY DIRECTOR
Figtree.
Key achievements:
• Strategic lead for Better Place (Israeli Electric Car company)
• Lead the strategic thinking and process of a new sub brand for Paddy Power
• Developed Orange's global partner program and product architecture
• Strategic lead for Better Place (Israeli Electric Car company)
• Lead the strategic thinking and process of a new sub brand for Paddy Power
• Developed Orange's global partner program and product architecture
Marketing, Global Marketing, Branding, Brand identity, Marketing communication, MArketing Strategy, Digital Marketing
2011 - 2011
freelance
STRATEGY DIRECTOR
TUI.
(Consulting Project, Richmond)
Key achievements:
• Developed and launched a new sub brand within the TUI portfolio, within Sports, including brand repositioning, campaign development and delivery.
Key achievements:
• Developed and launched a new sub brand within the TUI portfolio, within Sports, including brand repositioning, campaign development and delivery.
Marketing, Consulting, Brand identity, Branding, Brand Building, Core Values and Branding, Consumer behaviour, Presentation of insights / data, Business strategy, Digital Marketing, Communication
2010 - 2011
freelance
SENIOR BRAND STRTEGIST
marketingQED.
Key achievements:
• Lead and delivered the new Global Strategic Brand thinking including developing the positioning, proposition, brand DNA and visual identity
• Devised the 3-year Global Marketing Strategy and 1-year Marketing Plan
• Lead the the creative development process for a new visual identity for all marketing communications including new website
• Lead and delivered the new Global Strategic Brand thinking including developing the positioning, proposition, brand DNA and visual identity
• Devised the 3-year Global Marketing Strategy and 1-year Marketing Plan
• Lead the the creative development process for a new visual identity for all marketing communications including new website
Marketing, MArketing Strategy, Website, Global Marketing, Development, Branding, B2B Marketing, Marketing B2B, B2B communication, Core Values and Branding, Brand identity, Marketing Technology, Marketing optimisation, Marketing Performance, Google analytics
2009 - 2011
freelance
HEAD OF HEALTH CAMPAIGNS
Public Health England.
Key achievements:
• Wrote the National Cancer Early Diagnosis Campaign Strategy, a 27-page Business case to Number 10, which was the first Marketing Program to achieve Budget approval within the new Conservative Government's "Zero Spend"
• Lead, created and implemented £10million+ National Public Health Marketing Campaign on Alcohol Harm, across TV, digital, press, outdoor, PR, Partner and digital achieving excellent direct response numbers, on time and on budget
• Excellent daily working relationships with Senior Stakeholders across Whitehall including Directors of Public Health Policy, and presenting to the Secretary of State for Health and the Health Minister
• Lead and designed large pieces of consumer research (qual. & quant)
• Developed a holistic evaluation plan using multi variant data analysis, including the use of econometric modelling, tracking studies and social behavioural modelling
• Managed 2 direct reports on a daily basis, as well as a cross functional team of more than 10 individuals and 6 external agencies, for key campaigns
• Wrote the National Cancer Early Diagnosis Campaign Strategy, a 27-page Business case to Number 10, which was the first Marketing Program to achieve Budget approval within the new Conservative Government's "Zero Spend"
• Lead, created and implemented £10million+ National Public Health Marketing Campaign on Alcohol Harm, across TV, digital, press, outdoor, PR, Partner and digital achieving excellent direct response numbers, on time and on budget
• Excellent daily working relationships with Senior Stakeholders across Whitehall including Directors of Public Health Policy, and presenting to the Secretary of State for Health and the Health Minister
• Lead and designed large pieces of consumer research (qual. & quant)
• Developed a holistic evaluation plan using multi variant data analysis, including the use of econometric modelling, tracking studies and social behavioural modelling
• Managed 2 direct reports on a daily basis, as well as a cross functional team of more than 10 individuals and 6 external agencies, for key campaigns
Marketing, Data Analysis, Research, Consulting, Pr, Business Case, TV, Presenting, Health, Campaign, Advertising photography, MArketing Strategy, Strategic communication, Communication strategy, Project Management, Digital Marketing, Communication, Business strategy
2008 - 2009
job
GLOBAL HEAD OF BRAND MARKETING
IG GROUP.
Key Achievements:
• Lead the development of a new Global Brand Idea and Strategy, and subsequent Global campaign, across 18 markets, all media channels (TV, Press, Outdoor, DM, PR, Digital, TV Sponsorship), resulting in improved brand metric scores and uplifts in commercials - £25million media budget
• Initiated, lead and delivered a brand architecture and portfolio strategy for the IG Group brands
• Managed IG's Sport brands including a brand migration and deletion project
• Created and lead, a highly motivated and strong performing Brand Marketing team of 7 individuals in the Global Team and offering Marketing Mentoring and Guidance to Regional Marketers
• Owned the strategic and working relationships with Global Creative Agency DDB London and Global Media Agency, Mediacom
• Lead the development of a new Global Brand Idea and Strategy, and subsequent Global campaign, across 18 markets, all media channels (TV, Press, Outdoor, DM, PR, Digital, TV Sponsorship), resulting in improved brand metric scores and uplifts in commercials - £25million media budget
• Initiated, lead and delivered a brand architecture and portfolio strategy for the IG Group brands
• Managed IG's Sport brands including a brand migration and deletion project
• Created and lead, a highly motivated and strong performing Brand Marketing team of 7 individuals in the Global Team and offering Marketing Mentoring and Guidance to Regional Marketers
• Owned the strategic and working relationships with Global Creative Agency DDB London and Global Media Agency, Mediacom
Marketing, Budget, Mentoring, Pr, Sport, Architecture, TV, Development, Sponsorship, Campaign, Performing
2006 - 2008
job
UK SENIOR MARKETING MANAGER
Expedia.
Key Achievements:
• Developed and implemented all consumer campaigns for the UK market (£15million+) from inception to execution (TV, Press, Outdoor, DM, Digital), resulting in double digit uplifts in monthly unique users (12million+ p.month and improved brand equity scores (spontaneous awareness, consideration and purchase intention).
• Involved in the expedia.co.uk website restructure from consumer research to delivery of new website, which was category leading and resulted in significant movements in all key trading metrics
• Managed two direct reports in the brand marketing team
• Developed and implemented all consumer campaigns for the UK market (£15million+) from inception to execution (TV, Press, Outdoor, DM, Digital), resulting in double digit uplifts in monthly unique users (12million+ p.month and improved brand equity scores (spontaneous awareness, consideration and purchase intention).
• Involved in the expedia.co.uk website restructure from consumer research to delivery of new website, which was category leading and resulted in significant movements in all key trading metrics
• Managed two direct reports in the brand marketing team
Marketing, Research, Website, TV, Manager
2006 - 2006
job
MARKETING MANAGER - Sharwood's
PREMIER FOODS.
MARKETING MANAGER - Sharwood's
PREMIER FOODS
Leading British Food Manufacturer and Marketer of Consumer Brands
April 2006 - October 2006 (6 month contract role only), Surrey
Key Achievements:
• Initiated and developed the new Sharwood's Thai range which included 4 new variants into the portfolio, with successful ranging in Tesco, Sainsbury and Waitrose.
• NPD lead for Sharwood's Accompaniments
• Lead a Sharwood's packaging re-design for the entire range
• Lead the PR program including external PR agency
• Managed one direct report
PREMIER FOODS
Leading British Food Manufacturer and Marketer of Consumer Brands
April 2006 - October 2006 (6 month contract role only), Surrey
Key Achievements:
• Initiated and developed the new Sharwood's Thai range which included 4 new variants into the portfolio, with successful ranging in Tesco, Sainsbury and Waitrose.
• NPD lead for Sharwood's Accompaniments
• Lead a Sharwood's packaging re-design for the entire range
• Lead the PR program including external PR agency
• Managed one direct report
Marketing, Design, Packaging, Pr, Npd, Manager
2001 - 2006
job
MARKETING MANAGER
Premium Beer and Spirits.
(Australia)
Key Achievements:
• Heavily involved in the NPD process and creating new sub categories, with brands Cascade Four Seasons and Cascade First Harvest
• Lead the National launch of the Stella Artois brand in the Australian market
• Responsible for European agency brands Hoegaarten, Leffe, Campari, Cinzano
• Successfully developed and executed lots of ATL campaigns across Skyy Vodka, Aperol, Cascade Premium, Victoria Bitter, Carlton Mid-strength, Fosters, Carlton Black
Key Achievements:
• Heavily involved in the NPD process and creating new sub categories, with brands Cascade Four Seasons and Cascade First Harvest
• Lead the National launch of the Stella Artois brand in the Australian market
• Responsible for European agency brands Hoegaarten, Leffe, Campari, Cinzano
• Successfully developed and executed lots of ATL campaigns across Skyy Vodka, Aperol, Cascade Premium, Victoria Bitter, Carlton Mid-strength, Fosters, Carlton Black
Marketing, Npd, That you, Manager
2001 - 2001
job
Strategic Analyst
Accenture.
(Details on request)
Analyst
My education
1996
-
2000
Monash University Australia
Bachelor of Business Marketing, Strategic Marketing, Strategic Planning, Consumer Behaviour, Marketing Sales
Bachelor of Business Marketing, Strategic Marketing, Strategic Planning, Consumer Behaviour, Marketing Sales
1996
-
2000
Monash University
Bachelor of Arts, Politics and German
Bachelor of Arts, Politics and German
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