Lubna Shaheen
Noida
Summary
Product Manager Result-oriented and diligent professional with experience in End to End Category Management, skilled in Data Analytics resulting in efficiency improvement in FMCG/Retail marketing while delivering ROI for the organization across territories. Proficient in Distribution Management, Process Improvement, Resource & Budget Management & acumen for actionable business analytics. Quality-driven Product Manager with 6-year background carrying products from conception to production. Excellent technical knowledge and presentation skills. Firm grasp of product composition. Results-driven marketing leader born to build strategic, successful campaigns to drive profits, increase market share and cement industry dominance for demanding customers. Focused, performance-minded manager with proven skills in project management, team building, stakeholder relations and campaign optimization. Ready to offer several years of experience to new role dedicated to achieving exceptional results on tight timetables.
Overview
14
14
years of professional experience
Work History
Brand Manager
EMAMI LIMITED
GURUGRAM
08.2023 - Current
- P&L Management: Driving top and bottom line margin impact and planning for long-term brand building in food,lifestyle, kids & women category. Handling a portfolio of 14.5 Cr annually beside new category building. Worked in optimization, resulting in an 12% improvement in category margin.
- Brand Strategy: Analyzing and developing data-driven strategy by mapping consumer behaviors, funnel analysis, multi-channel attribution, and competitor trends that lead to category growth and conversion optimization across channels.
- Product Innovation:Launched 06 products in 14 months, resulting in 17% growth in overall revenue.
- Developing creative solutions to innovate and transform the products to be relevant to consumers' needs and purpose.
- Responsible for finalising best possible product claims & clinical trial optimization in coordination with R&D team.
- Responsible for developing an annual grid calendar of activities with leadership based on the category strategy plan.
- Planned for developing two new categories (kids and women), and developed a calendar grid with tight network sheets for timely execution.
- Product launch & GTM Strategy: Responsible for consumer concept testing strategy, business cases, detailed GTM & launch plan development, and marketing support for all launches to unlock growth opportunities.
- Cross-functional coordination: Worked closely with R&D, packaging, Legal, CQA, CPD, and other related departments for product formulation, packaging design, vendor assessment, and timely execution of launch.
- Forecast planning: Monthly and quarterly forecasting and planning of products in coordination with the supply chain team for product availability and forecast adherence.
- Digital marketing campaign: Worked with media teams and e-commerce team to synergize investments, aligned plans, and execute OTIF. Delivered ROAS target of 2.4.
- Developed 05 marketing campaigns and assessed performance to improve LCTR and CPC. Planned for consumer loyalty program strategy to improve AOV to Rs 450.
- Agency Management: Developing digital campaign,relevant contents in partnership with agencies and vendors across video, influencer content, display on social, and ecomm.
- Developed best practices on all platforms for faster product discovery and navigation to improve performance, reviews, and conversion.
Marketing Manager Dhara & Safal
Mother Dairy Fruit & Vegetable Pvt. Ltd
NOIDA
04.2022 - 08.2023
- P&L Management: Responsible for delivering revenue, margins, and brand building for the entire Dahra Oil brand with an annual volume of 21,000 MT and the Safal brand with an annual volume of 18,300 MT at the PAN India Level.
- Marketing Campaigns: Led 06 major campaigns in Dhara and 04 major campaigns in Safal and achieved all time high NOB of 64000/day and all time high ABV of Rs 1340.
- Competitor Benchmarking & Scheme Designing: Developed strategic pricing across GT, MRF and E- commerce channels & ncreased average contribution margin from 22% to 37%.
- New Product development: Spearheaded end to end NPD of 05 products and expanded the frozen snacks portfolio.
- Digital promotions: Conceptualised & executed video shoots for DVC across channel mix & increased engagement rate to 18%.
- Television Commercial Advertisement : Conceptualized and planned for 02 TVC for Dhara oil across PAN India and dubbed in regional languages.
- ATL & BTL Activities: Designed & Implemented print ads, conceptualized and launched 04 radio campaigns and 29 influencer endorsed DVC with an average impression of around 4.9 million in Dhara & 2 million in Safal resulting in increase in active engagement to 18%.
- Team Management: Led a team of 07 members, setting quarterly basis targets and responsible for evaluating their performance and training them.
- Special Project: Developed 50 Model Stores across Delhi-NCR. Designed store branding, positioning and planogram for all elements to be offered on the shelf. Increased sales volume by 23% for Safal and 27% for Dhara.
Product Manager
Punjab State Cooperative Milk Producers' Federation Ltd
01.2017 - 01.2020
- Launch of Premium Sub brand: Led ice cream business of Rs 2.3 Cr & launched ice cream sub brand namely “Amour” in 6 new flavors with different sku contributing to 12% of total ice cream sale in Punjab and upcountry market, formulated launch campaign, press release and designed special offers
- New Price Point SKUs: Introduced 12 new variants of ice cream with different price points after market research and designed packaging of all variants along with ATL and BTL campaigns resulting in 21% increase in sale
- ATL and BTL Campaigns: Devised and implemented 02 TV commercial advertisements, 4 Radio Spots and 3 Jingles, press releases and print ads for brand positioning of ice cream in Punjab
- Special Project: Successfully positioned brand Verka in seven IPL matches held in March 2019 at Mohali, Punjab and achieved ice cream sale of 37 lakh in seven days
Business Development Officer
EduCorp Consultancy Services Pvt. Ltd
01.2011 - 01.2015
- Segmented offerings: Identified niche markets with a typical buying behaviour, cognized the trigger for a desired attribute and offered customized value propositions
- Led a team of 7 personnel for brand enhancement in a highly competitive market with 4+ players
Education
MBA - RURAL MANAGMENT
INSTITUTE OF RURAL MANAGEMENT
Anand05.2017
Skills
- Product Strategy Leadership
- In-Depth Competitive Research
- Strategic Brand Management
- Strategic Planning
- Product Development
- Social Media Marketing
- Research and Trend Analysis
- Pricing Strategies
- Sales Forecasting
- Campaign Performance Tracking
- Budget Forecasting
- Market Trends Analysis
- Marketing Strategy Development
- Product Promotion
- Product Development Budgeting
Languages
Hindi, English, Punjabi, Urdu, Arabic, Hindi, English, Punjabi, Urdu, Hindi, English, Punjabi, Urdu
Timeline
Brand Manager
EMAMI LIMITED
08.2023 - Current
Marketing Manager Dhara & Safal
Mother Dairy Fruit & Vegetable Pvt. Ltd
04.2022 - 08.2023
Product Manager
Punjab State Cooperative Milk Producers' Federation Ltd
01.2017 - 01.2020
Business Development Officer
EduCorp Consultancy Services Pvt. Ltd
01.2011 - 01.2015
MBA - RURAL MANAGMENT
INSTITUTE OF RURAL MANAGEMENT
Similar Profiles
HEMANTA DEVNATHHEMANTA DEVNATH
Assistant Manager, HSE at Emami LimitedAssistant Manager, HSE at Emami Limited
Arpan GhoshArpan Ghosh
Manager - Analytics & Reporting at Emami LimitedManager - Analytics & Reporting at Emami Limited
RIPUSHUDAN KUMARRIPUSHUDAN KUMAR
Sr Area Sales Manager at Emami LimitedSr Area Sales Manager at Emami Limited