Izzy Laanaba

Experience

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  Banque Populaire Régionale

  Jul 2006 - Aug 2006

  Intern

  Gained understanding of banking services

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  Shem’s – Communication Agency

  Jul 2007 - Aug 2007

  Client Services Associate

  "Internship"- Launched advertising campaign for Artisanat du Maroc- Sidi Harrazem

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  Middle East Comm. Networks (MCN

  Jan 2008 - Mar 2008

  Media Planner in Universal Media (UM7) network

  "Internship": - Used insights from consumer focus groups to develop advertising strategy

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  Lesieur Cristal- Groupe ONA

  Dec 2008 - Dec 2009

  Assistant Brand Manager for Cristal and Mabrouka

  - Monitored market growth for the brand ranges- Provided recommendations and evaluated field marketing actions- Monitored media plans and media performance - Delivered timely monthly topline reports using monthly trackers, Nielsen, and shipments - Recommended brand market studies- Coordinated and built agency relationships - Provided directions to agencies on promotions asset development

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  Lesieur Cristal- Groupe ONA

  Jan 2011 - Nov 2011

  Assistant Brand Manager for Lesieur, Cristal and Mabrouka

  - Implemented marketing actions for Mabrouka & Lesieur brands- Lead and analyzed market research studies to develop consumer insights- Developed marketing plan and implemented with cross-functional team - Ensured plan objectives were met for Lesieur & Mabrouka and implemented corrective plans when needed- Planned and analyzed consumer promotions for Lesieur & Mabrouka, - Gain alignment on recommendation for an holistic adverting campaign- Launched the holistic advertising plan campaign for Lesieur- Provided recommendation, monitored and evaluated promotional programs for Mabrouka Show less

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  Lesieur Cristal – Sofiprotéol

  Nov 2011 - Sept 2012

  Junior Brand Manager for Cleaning Soap

  - Developed Strategic plan for Elkef (soap brand)- Developed the 2012 marketing plan for Elkef- Relaunched Elkef in the cleaning soaps segment- Provided positioning recommendations for cleaning soaps- Analyzed cleansers market dynamics and identified direct competition and substitutes- Defined opportunities for brand expansion in the cleansers market- Wrote Innovation project proposals for Elkef- Ensured quantitative and qualitative objectives were met for Elkef - P&L responsibility for Elkef - Monitored the field sales implementation of marketing plans and provided corrective solutions to issues that arose- Provided coaching and development of an Assistant Brand Manager Show less

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  Unilever

  May 2015 - Aug 2015

  Assistant Brand Manager intern

  • Developed deep understanding of Suave consumer and Suave’s new BLK/BCI positioning.• Conducted market analysis of key competitors across Pack, Product & Promotion • Briefed a design agency to explore new graphics based on the brand’s objectives and a benchmark of the market • Worked with R&D on opportunities in formula for all variants based on a study that I ran to compare different products• Worked with BB/CD to develop instore and sampling ideas together with Fragrance House and Google company• Presented robust 2017 restage plan to land updated Proposition across the other relevant P’s (excluding Price and Place)• Briefed cross-functional IPT team on select 2017 innovations to work on formula & fragrance selection, packaging selection, claims and artwork development (in line with above mentioned restage). Show less

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  Procter & Gamble

  Jun 2016 - Feb 2018

  Assistant Brand Manager - Pantene

  - Tracked and analyzed current business of Pantene through weekly and monthly reports and recommended optimized solutions to grow sales and share in a very complex category- Developed deep understanding of Pantene's business from both mental and physical availability performance in market- Led annual 15/16 (previous year) Business review to understand and explain contributor drivers in the brand's performance for the full fiscal year vs FIRM goal- Tracked closely P&L of the brand through a growth of top line and optimization of spend to deliver profit goals of the brand- Led Pantene's annual marketing plan for 17/18 - FIRM total brand of next year- to deliver growth on existing products and secure successful innovation launches - Developed and captured an investment planner tools as a prototype to ensure sufficiency in profit protection depending on shipments actuals and forecast, consumption actuals and forecast as well as current budget planned for the media and non media spending- Secured a successful emotional connection with consumers through a launch of viral videos and brand campaign of Ronda Rousey themed around strongisbeautiful - Supported an outstanding launch of Pantene Gold Series as a revolution of hair care category with a new segment of African American consumers - Developed Media plan for 16/17 for different lines of products with an optimization of budget plans while ensuring sufficiency on reach and GRPs to deliver business growth- Developed retailer and customer activation plan for 16/17 to enable stronger DPSM fundamentals and bigger media support across mass and regional food channels.- Managed total Pantene budget (Media and non Media) for full fiscal year to meet allocated budget.- Led and collaborated with multiple cross functional teams to ensure innovation delivery and completion of projects in time using all resources available. Show less

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  Hertz

  Mar 2018 - Apr 2019

  Brand Manager - dollar

  - Developed a brand strategy for the dollar brand for 2018 to deliver the brand business and equity objectives- Grew the dollar car rental brand faster than expected & pacing to over deliver for the year- Developed deep understanding of Dollar brand business to build the right strategy for the brand that fits with the target's mindset- Developed process for dollar car rental campaign and activation for 2018- Managed dollar car rental campaigns by key events and delivered assets aligned with the equity of the brand: Business performance growth by double digits vs planned and vs last year- Developed play book for cross functional channels to use for all current/future campaigns- Changed and improved the process of building campaigns across cross functional channels for better planning/timing to be live in market - Led and collaborated with multiple cross functional teams to ensure campaign delivery of the equity of the dollar car rental brand via an aligned communication of the voice of the brand through all channels : SEO, CRM, Social, Paid, .com - Developed CRM strategy with the CRM team that improved Open rate, CTR, revenue by double digits- Developed SEO strategy with the SEO team to grow organic content and revenue at higher pace than planned- Partnered with social team to grow social following by double digits and increase engagement of customers with the brand- Partnered with the paid team to improve and grow revenue through paid channels by focusing on ROAS and the right platforms for the brand.- Built a customer who of the dollar brand to identify clear targets and segments within the car industry via market research, focus groups and other quantitative tools- Managed partnership for the brand with KidBop, aligned with the customer who and build content and strategy that deliver the brands objectives.- Built a strong recommendation of customer experience improvement for dollar car rental across all touchpoints and bring dollar POD to market Show less

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  T. Marzetti Company

  Jun 2019 - now

  - Ideate and screen innovation opportunities for New York Bakery for the next 2-5 years to reflect the vision of the brand to continue to win with millen-nials while securing growth with current- Develop and provide strategic planning to drive growth of the brand in FY23 based on a direct the analysis of the business; identification of priorities, and growth opportunities.- Continue to develop and manage Assistant Brand Managers in the team - Successfully launch the innovation developed in FY22 in key retailers FDM and Club - Grew and maintained current high New York Bakery Frozen Garlic Bread HH Pen (+1MM HH in last 26 weeks) by retaining new HHs gained during COVID, and acquiring new HHs through Italian meal occasions and competitive conquest of consumers - Grew and maintained highest share of Frozen Garlic Bread at a post Covid level- Led, developed and executed the brand’s marketing plan : Advertising/promotions partnership with trade team, coupon strategy, messaging strategy, tactical plan development and budget tracking- Achieved monthly forecast bias of > +/- 8% to enable sufficient supply and retention of consumers across the key segments- Delivered cost saving opportunities for the brand to hit a financial goal via a collaboration with cross functional teams on packaging, formula, process and financials - Directly managed 2 assistant brand managers for the New York Bakery - Identified a new category for the expansion of NYB brand and innovate beyond frozen garlic bread category- Developed a product (R&D, plant trial, procurement, research) from start to finish in 5 months- Record launch for the company- Led the development and innovated the innovation process and its integration outside of Stage gate process before successfully taking it back and still meet all deliverables - Led cross functional teams to meet the launch deadlines and coordinate deliverables/schedule to enter a new category for the first time Show less

  • Senior brand director

    Jul 2023 - now

  • Brand Director

    Oct 2022 - Jul 2023

  • Senior Brand Manager

    Jun 2022 - Oct 2022

  • Brand Manager New York Bakery

    May 2021 - Jun 2022

  • Brand Manager - Licensing for Chick-fil-A, Buffalo Wild Wings & Bibibop

    Jun 2019 - May 2021