Amna Batool

Experience

• 

  Amal Academy

  Nov 2020 - Jan 2021

  Career-Prep- Fellow

  – Communication: Completed a competitive written application and interview process to be selected from over 4500 applicants for an intensive 3-month Fellowship funded by Stanford University– Skills development: Investing 150 hours to develop business skills (e.g., communication, leadership, problem-solving, teamwork, etc.) that will help me make a deeper impact on the job

• 

  Pak Elektron Limited

  Jun 2021 - Jul 2021

  Marketing Intern

  Worked in liaison with supervisor and fellow interns to capture firsthand insights from authorized dealers through market visits and devised marketing strategies for the launch of automatic washing machine.

• 

  Samsons Group of Companies

  Aug 2022 - now

  • Strategically planned a Numeric Distribution, Visibility and Consumer Engagement drive to maintain brand footprint and ensure brand expansion whilst developing brand equity driving brand loyalty and fostering deeper connections with the consumers. • Developed briefs for need specific and event specific brand campaigns to execute the planned brand strategy and coordinated with the agency to develop innovative touchpoints and POSMs.• Suggested creative ideas for LEP’s campaigns and developed key markets deployment plans.• Coordinated with HOB to ensure strategic brand plans and adapt the best marketing practices for the current and upcoming brand cycle plans. • Analyzed brand specific consumer research study to curate directional insights for brand health over the course of frequent price fluctuations and its impact on the consumer w.r.t brand equity, brand switching and purchase behavior. • Maintained record of all on going brand operations in coordination with the Supply Chain department, Trade Marketing department and all the other major stake holders. • Conducted a thorough monthly, quarterly, and yearly sales volume trend analysis along with the brand initiatives which took place in respective timeframe. • Managed a project in close supervision of brand manager to develop a retailer incentivization & engagement platform to develop healthy relationships with retailers in major sales volume driven cities nationwide. • Supported brand manager w.r.t data and campaign planning and other activities aimed at achieving the brand initiatives driving efficiency in overall brand function. • Worked together in a team to study international tobacco brands’ brand code and develop brand manifesto for specific brands stating brand ideology, brand personality & values along with brand design system and communication strategy. Show less • Worked in close supervision with the project lead to understand the consumer profile w.r.t smokers’ habits & practices and current standing of the brand in the market w.r.t Brand Awareness & Usage, Consumer Disposition Funnel (CDF), Brand switching dynamic and Brand Loyalty.• Supported insights manager to ensure quality of data through back check and provide data as per requisition of brand marketing department, trade marketing department and sales department.• Analyzed data & presented trended monthly, quarterly & yearly insights for Numeric & OOS on regional, territory & town level based on proportionate sample covering 350+ towns nationwide.• Designed a research brief and conducted a brand health tracking study under the supervision of Insights Manager to analyze the behavior of consumers over the course of a year to gauge category dynamics such as ADC, Brand Switching (Switch In & Switch Out), price sensitivity, purchase behavior targeting 1500+ consumers in major cities across Pakistan.• Conducted a product test & Pack test using quantitative & qualitative research methods targeting 350+ VFM smokers in top volume driven cities to study, analyze & evaluate product attributes and provide insights for future product development & innovation. • Performed secondary research on E-bikes to explore the electric vehicle industry in Pakistan stating major players in market for traditional bikes as well as electric bikes. Observed 2 female focus groups to deeply observe the consumer profiling &underlying motivations of consumers using electric bikes & scooties.• Evaluated the execution of 2 major campaigns of drive brand and prepared reports based on high, medium & low performing territories providing directional insight to brand team and top management stakeholders w.r.t KPI’s such as Brand Numeric, OOS & POSM. Show less

  • Assistant Brand Manager

    Jan 2024 - now

  • Management Trainee- Brand Marketing

    Apr 2023 - Jan 2024

  • Management Trainee - Research & Analytics

    Aug 2022 - Mar 2023