Bushra Ali

Experience

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  JWT

  Jun 2008 - Jul 2008

  Client Services Intern

  Conducted a 6P Brand deep-dive of Rafhan desserts and client servicing for Pepsi Max launch

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  Procter & Gamble

  Jun 2009 - Sept 2009

  Consumer & Market Knowledge Intern

  Conducted Pakistan Beauty Shopper Study in the High Frequency Store channel to understand associated consumer behaviour and unlock shopper insights. Categories involved Hair Care and Skin Cleansing (Pantene, Safeguard, Head & Shoulders)

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  Trg | tech

  Jun 2010 - Jul 2010

  Strategy Analyst

  Launched the trgtech Lite Suite in Pakistan, with direct reporting to the Vice President. Created the fast track marketing campaign "trgtech Transformations: of the intelligent kind" and executed it at the biggest IT & Telecom Show of Pakistan (ITCN Asia).

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  Unilever

  Sept 2010 - Jun 2019

  Responsible for managing Hair Care brands TRESemmé and Creamsilk for Gulf region (UAE, Kuwait, Qatar, Oman and Bahrain).- Grew TRESemmé brand sales by 8.1%, profitability by 3.8% market share by +10 bps and penetration by +20 bps year-to-date 2018 by:a. Launching first-ever Digital only campaign on the brand with a 100% locally developed model. Campaign has over-delivered on reach, viewership and engagement targets with consumers.b. Relaunching 40% of the portfolio by developing new TRESemmé Keratin range – worked with R&D to create local formulation, Packaging to crack local pack label and local agencies to create promotional campaign and in-store support to land range with a minimum cost model.- Projected to grow Creamsilk brand volume sales by 2%, profitability by 1.2%, maintaining Post-Wash market share leadership by end-of-year 2018 by:a. Re-launching 100% of the portfolio by improving the marketing mix of the range b. Launching first-ever Digital only campaign on the brand which has never been supported in the region - Launched “The Beauty Bar” – Unilever’s 1st platform to support digital micro-influencers in the region to achieve more. Single-handedly managing the project for Unilever Personal Care.a. Delivered PR value worth USD 120,000, Reach >163,000 across social media platforms in just 3 monthsb. Improving the digital careers of 20 selected micro-influencers from UAE Show less Responsible for managing Vaseline and Dove for Gulf region (UAE, Kuwait, Qatar, Oman and Bahrain).- Full ownership of Hand & Body Care category in Gulf markets: portfolio includes managing Vaseline and Dove brands across UAE, Kuwait, Qatar, Oman and Bahrain.- Drive brand growth in a declining market - Grew Vaseline by 16.7% in 2016 by launching Vaseline Spray Moisturizer in the region despite category decline. This was done with an award-winning campaign and world’s 1st spray lotion vending machine - a best practice being rolled out globally. -Drive category profitability: Improved Category GM% by +760 bps by maxing category mix.- Drive digital excellence: Improved Vaseline and Dove Digital Index by launching first 2.0 websites, establishing e-commerce and driving social media, PPC and SEO indices for both brands.-Developed first ever team of 10 Hand & Body promoters to become true brand ambassadors and drive category growth in-store.-Champion Personal Care Drug channel growth: marketing lead to drive Personal Care Drug channel for all categories (skin cleansing, skin care, hair care, oral and deos) in the region; directly working with Marketing and CD directors-Champion Gulf IPM: lead IPM for all Gulf categories to drive innovation discipline and OTIF delivery; directly working with Marketing Director.-Champion Unilever PC Sustainable Living Program to enable women in the region to do more in the Digital world Show less Responsible for NAMET RUB Marketing Operations, spanning 36 countries across Home, Personal Care, Foods & Beverages categories:-Analysis and recommendation on NAMET RUB KPIs covering shares, market development, in-market innovation performance, financials, media and Return on Marketing Investment (ROMI) - Key liaison between Global and Regional Brand Development teams and local Brand Building teams to ensure full stakeholder alignment and delivery of innovations OTIF (On Time In Full)-Co-lead Market development with BB teams – sizing of white space opportunity, tracking performance of key MD cells and deploying MD toolkit trainings -Drove Bigger, Better, Faster Innovations agenda by implementing global scorecard in NAMET RUB -Catalyzed turnaround of strategic trouble cells (20% of cluster turnover) to win share profitably -Launched Unilever innovation tracker in the cluster to improve innovation performance-Lead organizer of the bi-annual regional cluster-category virtual team meeting as a part of Integrated Business Planning Show less Responsible for Pakistan Consumer & Market Insights, with a focus on the Ice Cream business:- Created "Project CoIns" - a platform of insight mining to identify opportunities and drive consumer centricity within Unilever - (recognized as a best practice by Global CMI leadership and implemented across South Asia)- Co-led the launch of Raabta (consumer care-line brand) as a new marketing channel - unlocked insight based sampling opportunity, created corporate brand ambassadorship and increased caller base with maximized ROMI- Guided categories across Unilever with insights to develop new communication platforms: Foods (Rafhan, Blue Band, Wall's Ice cream), Personal Care (Beauty, male grooming), Occasion based marketing (Ramadan, Eid) and Media Show less

  • Brand Manager - Hair Care & The Beauty Bar

    Oct 2017 - Jun 2019

  • Brand Manager - Hand & Body Care

    Jul 2015 - Sept 2017

  • Regional Marketing Operations Assistant Manager

    Feb 2013 - Jun 2015

  • Consumer & Market Insights Assistant Manager

    Apr 2012 - Feb 2013

  • Consumer and Market Insights Junior Manager

    Sept 2010 - Apr 2012
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  British American Tobacco

  Jun 2019 - Mar 2020

  Responsible for managing Premium and Aspirational Premium Portfolio - Winfield, Benson & Hedges, Dunhill and Vogue brands for the Australia market- Delivered full year Winfield equity campaign plan through deployment of the revolutionary Winfield World AR portal, on-ground and digital activations to drive engagement.-Grew B&H and Dunhill to #1 Prestigious and Heritage Brand vis consumer relevant pack size interventions in the face of excise pressures and upgrading to research based winning product blends. Show less Responsible for managing VFM + Low portfolio of brands Rothman’s, Pall Mall, Holiday and Shuang Xi. Achievements:- Grew Low segment (+6.7ppt vs. SPLY) by delivering consumer relevant offers in targeted channels:▪ Drove Rothman’s Cool Crush to #1 position in VFM capsule segment via entry into growing pack sizes, driving pricing based on consumer trigger points and imagery reinforcement campaigns in Specialists.▪ Drove Pall Mall to #1 downtrading destination by launching full flavor Black and entering 25s segment for consumers with affordability stretch, and pioneering menthol offers in Low segment with Pall Mall Crush.▪Led brand identity and code developemnt for local brand Holiday based on local consumer segmentation and insights▪ Grew Shuang Xi to 1% share as BATA’s low price fighter in Coles to protect share and preserve margins. - Member of Next Generation Products (e-cigs/vaping) task force in the lead up to tobacco transformation in Australia. Show less

  • Assistant Brand Manager - Winfield, Benson & Hedges, Dunhill

    Jan 2020 - Mar 2020

  • Assistant Brand Manager - Rothmans, Pall Mall, Holiday and Shuang Xi

    Jun 2019 - Dec 2019
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  Reckitt

  Mar 2020 - Jul 2021

  Responsible for managing Skincare and Sexual Wellbeing portfolio E45, Clearasil, Durex and KY. Achievements:- Led E45 Brand Plan 22 process and created brand building strategy to grow E45 by 300% by 2023 through development of locally led innovations, brand architecture revamp and entry into new spaces- Lead and manage all brand marketing channels for portfolio of brands including TV, digital, social media, PR, in-store, HCP (Health Care Professionals), events/sponsorships, and influencers/ambassadors- Ownership and management of portfolio and brand budget in line with targets Show less Responsible for managing the Skincare portfolio including brands E45 and Clearasil. Achievements:- Lead the digital and experiential brand building process for E45 to build awareness and trial by development of new local brand positioning to grow brand Net Revenue by 20% in 2021- Led the full 360 launch of E45 “Itch Recovery” from insight to in-market execution in Pharma channel to double the size of brand – led concept testing, designed packaging and artwork, developed new TVC copies, comms and trade strategy including digital, social media, PR, in-store, HCP marketing and sponsorships- Led the packaging relaunch of Clearasil in Australia to modernize brand for Gen Z by deploying new AW, retailer management and execution of assets across marketing channels (POS, Website, Consumer)- Ownership and management of portfolio and brand budget in line with targets Show less

  • Brand Manager - Skincare and Sexual Wellbeing

    Mar 2021 - Jul 2021

  • Brand Manager - Skincare

    Mar 2020 - Mar 2021
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  EHP Holdings

  Jul 2021 - Jul 2022

  Brand and Marketing Manager

  Responsible for maintaining EHPlabs brand integrity across all company marketing initiatives and communications. Managing a portfolio of over 20 product lines, while leading a digital marketing team of 15. Achievements:- Worked with CEO to develop the omnichannel brand strategy, including the setting of style guides, brand guidelines, brand vision and value proposition for short as well as long term. - Planned and executed marketing initiatives including new product campaigns, brand building campaigns and events across all channels, working closely with Social Media, Website, EDM, Paid Performance and an in-house Creative team. Successfully launched over 20 product launches in USA, AUS/NZ, UK and Canada over the course of 1 year. - Worked closely on new product development including supplements, merchandise and apparel - developed plans for over 5 new products, a merchandise line for 2022-23 and entry of EHPlabs into apparel. Scope included writing pack copy, designing packaging/labels, setting pricing strategy, competitor research and identifying trends/growth areas.- Worked closely with Athlete Partnerships team on influencer marketing strategy to grow our social media channels, product referrals and build brand equity.- Worked closely with EHP app development team to create a marketing strategy for EHPlabs Fitness Challenge product, with a focus on building community and driving signups of new audiences to the app.- Launched Oxyshred Ultra Energy, EHPlabs biggest product innovation to date. Created a viral launch film (>1.5M views on Youtube) independently with an overseas crew and cast that has enabled entry into Traditional trade (Coles, Woolworths and 7/11) - Directly managed a Social Media Team of 3 with a focus on development, refinement of the “purpose” and “positioning” of each relevant social media channel (5 IG pages - grew engagement rate to Global: 2.65%, Aus/NZ: 2.1%, UK: 35%, CA: 1.3%; TIKTOK followers by +76%; FB, YT, Pinterest) Show less

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  HelloFresh

  Jul 2022 - now

  Brand Manager ANZ