Leah Avasapian

Experience

• 

  Zarrin Roya

  Dec 2021 - now

  As a strategist for MyBaby brand which is the leading player in baby diaper market my responsibilities are as below:• Helping management in decision making by providing long-term strategy and road map for the brand with hands-on and detailed tactics.• Strategic recommendations on improving the brand’s current position by considering or revising brand fundamentals.• Designing appropriate market researches and analyzing the reports with recommended courses of actions.• Market and competitor analysis with practical suggestions by considering SWOT.• Helping manage brand communications by designing and executing ATL and BTL campaigns.• Focusing on product development and launches.• Closely working in alignment with various departments (R&D, sales, business development, trade marketing, planning, finance and purchasing), as I believe brand executives should function as cross-department contributors in order to deliver best on brand. Show less As a strategist for CleanUp which was a new tissue brand, my tasks and activities were as following:• Giving birth to an entirely new brand.• Product development and launching 5 big categories in tissue market with various SKUs (facial box tissue, facial soft tissue, toilet paper, paper towel, wet wipes) which required intense cross-department collaboration.• Market and competitor analysis with practical suggestions by considering SWOT.• Strategic planning and assisting at decision making based on data provided from various market researches.• Fixing brand basics and identity (brand vision, mission, and values, verbal identity, visual identity, communication lines and archetypes, digital strategy and…)• Designing ATL and BTL campaigns.• Developing long-term strategy and road map for the brand with hands-on and detailed tactics.• Focusing on building a brand which is in a different level from other similar brands in tissue industry.• Elevating brand’s level from a mere commodity provider (with focus on product) to an experience provider for the consumer.• Identifying a big gap in tissue market which was lack of focus on building brand image. Although we figured out that in consumer’s eyes tissue brands are direct destroyers of environment, no tissue brand in Iran had ever focused on improving its brand image. We were the first to focus on sustainability (with CSR activities) and position CleanUp as a brand that cares about both Iranian families, and the planet they live on. Show less

  • Assistant Brand Manager

    Jan 2024 - now

  • Junior Brand Strategy Assistant

    Apr 2022 - Dec 2023

  • Marketing Intern

    Dec 2021 - Mar 2022