Yasmina Geagea

Product Development: Developing the brand portfolio based on retail sales analysis and NPD market share to identify local adjustment opportunities, market trends, competitive landscape, and category evolution Working on creative and commercial briefs and presenting them to internal stakeholders. Developing new products and services while adhering to the marketing plan's timelines: 360° follow-up (formulation, testing, packaging, artwork files, brief development, and agency coordination, etc) Engaging different stakeholders (Finance, Logistics, Trade, Planning) to ensure the execution and success of project conception until its market launch. Managing unexpected issues and ensuring project smoothness Trade Marketing & Communication: Establishing the annual marketing plan based on the yearly budget, competitive activity, performance of existing product ranges, and planned new products (ATL and BTL) Ensuring the execution of the annual plan and marketing activations through the support of brand managers, field teams, and trade marketing Active participation in developing communication materials and visuals with the creative agency (development of POSM aligned with the latest consumer psychology trends and brand identity) Digital Marketing: Implementation of digital marketing campaign plans with regional e-commerce platforms and overseeing their execution. Developing creative briefs for communication tools and coordinating with agencies for their implementation (banners, social media posts, media production, etc.). Brand Performance Monitoring: Establishing pricing strategy in alignment with regional guidelines and ensuring brand consistency in the market. Planning price increases. Quarterly business review report summarizing brand activities and sell-out/sell-in performance of each product. Monthly monitoring through two types of studies: qualitative (competitor analysis, market trends, etc) and quantitative (product performance analysis, price positioning, etc)

• Coordinated with raw material suppliers, product designers and the financial team to navigate through a product execution plan that ensures delivering the project on time, within the pre-set cost and on quality. • Digitalized the studio's portfolio on Shopify and worked on creating a process for the creation of each product and the execution of each project.