Ansareen Shaban

Experience

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  J. Walter Thompson Worldwide

  Mar 2003 - Feb 2008

  Account Director

  ✔Supervised client agency interactions and all ATL / BTL communication developed for portfolio brands✔Worked with APAC regional teams on brand proposition and communication strategy development✔Drove awareness and relevance of brands, measuring performance against KPIs✔Re-launched Pepsi’s music platform and succeeded in reviving consumer connect through strategic brand communication, realizing 12% volume growth and 2% growth in beverages local market share✔Developed integrated marketing plans and executed Pakistan’s largest consumer promotion for Brook Bond Supreme Tea (Unilever), with a campaign that had a redemption rate of 15% and increased sales by 20% during promotion months✔Developed winning communication and comprehensive category plan for Cadbury Schweppes Pakistan, helping the company achieve 63% sales and 27% value growth in 2006, winning Brand of the Year – Confectionery Award Show less

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  FrieslandCampina

  Mar 2008 - Nov 2009

  Sr. Brand Manager

  ✔Managed sales volume and brand profitability / equity for second largest low-fat milk brand in Pakistan, as well as flavored milks, juices, nectars and still drinks✔Conducted usage and attitude study and repositioned brand to be more relevant for target audience✔Designed brand architecture, brand strategy, short- and long-term brand plans for the category

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  Premier Foods

  Feb 2011 - Dec 2014

  ✔Maintained a portfolio of market leading UK heritage brands worth $221M in turnover in the Flavorings & Easy Eating categories, launching 3 new innovations✔Handled full strategic accountability for 2 of the business power brands & was responsible for execution of in-year brand growth plans with full P&L ownership✔Led strategic brand planning process for the Flavorings category leveraging insights, category strategy & key brand platforms to develop 3-year plans✔Optimized the product portfolio for different channels, worked on price/pack architecture, and leveraged insights and category strategy for strong brand positioning Show less ✔Spearheaded strategic brand building activity on a $33M portfolio for Elephant Atta (EA), the UK’s largest ethnic flour brand, and Hovis, the second largest bread brand in the UK✔Worked on the relaunch, commercialization and product enhancement of 2 Hovis sub-brands✔Managed Hovis brand ambassador, Olympic Champion Gold Medalist Victoria Pendleton, launching 2 PR and digital Hovis Wholemeal Campaigns in 2012 prior to the Olympics, culminating in a UK Olympics 360-degree integrated campaign that increased brand awareness +2%✔Served as marketing lead in $44.2M divestiture of EA Brand, leading management presentations and working with strategy consultants to identify growth opportunities for brand Show less

  • Senior Brand Manager

    Feb 2011 - Dec 2014

  • Brand Manager

    Feb 2011 - Jul 2012
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  Starbucks

  Aug 2019 - now

  Leading portfolio strategy and brand communication for Starbucks At Home Coffee Championed Front End Innovation for At Home Coffee through application of Human Centered Design Principles Supporting the North America Global Coffee Alliance (Starbucks Nestle partnership) with portfolio, process and project management

  • Brand Manager, Portfolio & Comms; Global Coffee Alliance

    Jan 2024 - now

  • Senior Manager, Food Innovation & Experience (tla)

    Jul 2023 - Jan 2024

  • Brand Manager, Innovation; Global Coffee Alliance

    Sept 2021 - Jul 2023

  • Senior Project Manager

    Oct 2020 - Sept 2021

  • Senior Business Analyst

    Aug 2019 - Oct 2020