Responsible for the overall image of the product by researching the marketplace to determine where the product fits in, developing marketing and advertising strategies, helping create designs and layouts for print and digital advertising concepts signage and collateral, overseeing promotional activities, analyzing customer behaviour, pricing and sales, and (re)evaluating how the customer experience can improve and the brand can appear to a wider consumer base.
TASKS AS BRAND MANAGER
Analyzed competitors, consumer and customer insights, products and spending.
Worked on brand strategy and positioning (in close collaboration with external brand strategist specialized in new economies).
Developed product experience and go-to-market recommendations, and validated these hypotheses through data-based analysis.
Worked on brand guidelines for respective departments.
Designed and deepened the understanding of different personas, and identified their core problem.
Drove an internal feedback loop between performance and brand teams in order to create meaningful messaging across all channels.
Worked closely with the design team to bring the visual and verbal aspects of the brand messaging together.
Developed a customer value strategy for the loyalty program.