Amalia Sebakunzi
Marketing Director Consumer Goods
Professional Status
Unemployed
Available
About Me
Over 12 years of international marketing experience in the FMCG, the Beauty & Luxury and the Food industries. Roles in Europe, USA, Middle East and Africa.
Ambition to continue international career and have a positive impact on the business, society and the planet.
Ambition to continue international career and have a positive impact on the business, society and the planet.
Nigeria Marketing Director, Domino's Pizza, Cold Stone Creamery & Pinkberry Yoghurt
Eat'N'Go Limited
2017
to 2019
Full-time
Lagos
Nigeria
- MARKETING DEPARTMENT SET UP: organisational design, processes set up, vision, objectives & KPIs. Capability building, grew team from 9 to 26 people, constant coaching leading to 5 promotions to next level.
- SPEARHEADED THE DEVELOPMENT OF END-TO-END MARKETING STRATEGIES: via consumer research, market deep-dive, brand equity designing, resulting in best in class 360 degrees campaigns reaching a CPR of 7-15% - ROI of up to 10$ for every $ spent. Grew market penetration via menu/ price re-engineering/NPD, led to 25% incremental customer acquisition and revitalised frequency back to growth. Broke world record sales results with average weekly sales up to 11% above leading US market, with top Nigerian stores breaking $ sales world records, 3 consecutive years. Double company sales within 2 years, with a 18% profit.
- PR & CORPORATE SOCIAL RESPONSIBILITY: established positive relationships with key industry stakeholders, media, press and celebrities & influencers. Established CSR strategy & initiated partnership with NGO slum2school, raising funds to finance yearly scholarship for 1'000 children.
- OPTIMISED EXPANSION STRATEGY b y focusing on whitespace expansion and growing penetration in existing territories while limiting cannibalisation. Reached 100+ stores in 8 Nigerian states, with store growth +60% year on year & propelled same store sales back to growth in 2019 in heavy cannibalised areas via dedicated strategies.
- PIONEERED SOPHISTICATION OF DIGITAL STRATEGIES: led team to develop & implement an improved e-commerce site & app for Domino's Pizza, tripling online sales to reach 7% of total market sales within 3 months. Led team to develop complete digital strategy, from GDN, SEO, social media with more than 1.6M followers (up to 60% monthly page engagement) driving more than 22% of monthly online sales, influencer marketing (regular Twitter trends), Direct marketing (SMS & newsletter open rate up to 22%), development of CRM program with monthly ROI growth of +20%.
Europe Marketing Manager, Pampers
Procter & Gamble
2014
to 2017
Full-time
Geneva
Switzerland
- LED BIGGEST INITIATIVE OF THE DECADE (NPV 101MM$) - the air felt technology, for Pampers baby-dry and Sleep & Play (Tier 2 & 3 businesses - 2.6Bn$ sales) for Greater Europe: successful delivery of a fit-for-use launch plan & complete qualified toolbox.
- SUCCESSFULLY LED MULTI- FUNCTIONAL TEAM: R&D to provide support for 23 countries and more than 42 competitors., Supply team to adjust production plan to deliver fit-for-use roll-out (from 36 production lines from 7 sites), go-to-market teams to execute launch plan and activate provided tools.
- LED AGGRESSIVE COMPETITIVE DEFENCE PLANS FOR THE REGION: in light of severe competitive threats, adjusted plan in record timings (cutting down to 30% of usual lead time), 6 different toolboxes per year, including qualified 6 TV commercials supported against key competitors, concept sell, social media plans as well as tactical digital and print to tackle competitive threats.
Global Marketing Manager, Gucci Beauty
Procter & Gamble
2013
to 2014
Geneva
Switzerland
- PILOTED 5 YEARS FINANCIAL MASTER PLAN DEVELOPMENT: successfully delivered 5 years glidepath to reach profitability including to proposal to widen project scale. This included the development of marketing plans, forecasting and financial planning for the brand line and by markets.
- DROVE EXPANSION STRATEGY: Successfully led the sales & local market teams to deliver a fashion-house approved launch strategy and roll-out plan in order to meet target to open 76 doors (shops in shops) in 5 countries (US, UK, Italy, Saudi Arabi & UAE) by mid 2015. Provided concept sell and presentation training to successfully sign deals with retailers to carry the new make up line.
- DELIVERED A FULL 360 DEGREE LAUNCH PLAN for world premiere of the brand in Spring 2014 in Milan.
Global Assistant Brand Manager, Dolce & Gabbana Beauty
Procter & Gamble
2011
to 2013
Geneva
Switzerland
- Led the LIPS, NAILS & LIMITED EDITIONS categories: successfully developed 3 years vison & strategy including innovation pipeline & 360 degrees marketing campaigns.
Led multi-functional team including R&D, Supply and sales teams to launch over 13 initiatives yearly (about 100 new SKUs), resulting in Lip segment sales growth of 54% year on year, "Animalier" limited edition sold out in a couple of weeks in the UK, making for 30% of monthly sales (3 SKUs out of 200 total). - LED THE MULTI-FUNCTIONAL TEAM & AGENCIES to develop 360 degrees toolboxes for each initiative: creative concepts, press releases, multi channel prints, product shots, web direct marketing campaigns, briefs and training catalogues.
Global Image & Marketing Manager, Dolce & Gabbana Beauty
Procter & Gamble
2008
to 2011
Geneva
Switzerland
- DEVELOPED & DROVE VISUAL IDENTITY STRATEGY:
Developed Brand Identity Guidelines, key visuals production and led global campaign launches (7 campaigns per year). Resulted in industry acclaimed product shots. - LED GLOBAL MEDIA PLANNING: Sales analysis via CRM, Go-To-Market Strategy including e-commerce launches (saks.com and harrods.com) which quickly became 2nd and 5th stores in the world in terms of turnover (out of 50), Marketing Tool Kit development (for in-store activities), CRM planning.
Global Profit Forecaster, Hair Care (finance)
Procter & Gamble
2007
to 2008
Geneva
Switzerland
- DROVE PROFIT FORECASTING REPORTING from all 7 regions to Business Unit President allowing executive decisions such as brand acquisition.
Won a full scholarship, selected out of 120 students
French
English
Spanish
German
Expert
Expert
Good
Notions
Domino's Pizza - QSR brand of the year, Brand Communicator magazine, Nigeria 2019
Eat'N'Go - companies to inspire Africa, London Stock Exchange, UK, 2018
Cold Stone - Best use of social media, Kahala International, US, 2018
Cold Stone - World Record Store sales, Kahala International, US, 2018
Domino's Pizza - World Record Store Sales, Domino's Pizza International, US, 2018
Dolce & Gabbana - Prix d'Excellence de la Beaute, Marie-Claire, UK, 2013
- Panelist: "Innovation for public good", One Young World, Lagos, Nigeria
- Panelist: "Social Media: extending the frontiers", Handle It Africa, Lagos, Nigeria
- Volunteer, Slum2school Africa, Lagos, Nigeria
