Alexandra Papa - Burns Email & Phone Number

London, England, Gb

Leatherhead , Surrey, Gb

Weybridge, Gb

Brentford, Middlesex, Gb

Brentford, Middlesex, Gb

Drive the digital transformation of marketing strategies for Healthcare Professionals across all the consumer healthcare categories, Oral Health, Pain relief, Respiratory health and Wellness.

Brentford, Middlesex, Gb

London, England, Gb

Responsible for Jacob's Toppable Crackers in the UK.  Own brand performance and drive the vision and strategy for Jacob’s crackers portfolio (£85m value). Lead the brand repositioning strategy for the whole of the Jacob’s toppable crackers, and develop the strategic implementation of ‘Lunchtime’ crackers range launch to change consumer perception around Lunchtime habits. Activation includes ATL & Digital activation, Alex James celebrity partnership and experiential sampling for inspiration, PR. Example : Launch of world’s first Cracker Restaurant for public & media achieving 24m OTS. Shifted the communication strategy for Jacob’s ‘Lunctime’ range into the digital and social media landscape. Launched the first digital campaign in the business with bespoke targeting based on behavior and content. Resulted to 3xKPIs and  Launch of Jacob’s Ciabatta Crackers and create the media plan, channel strategy and disruptive in-store activation. Achieved 40% increase in sales vs 4 previous weeks.  Safeguard Jacob’s Cream Crackers, 130+ years old heritage brand and drive growth through commercial innovation streams to re-establish connection with consumers through renovation and In-store activation.  Lead strategy for Jacob’s Social media channels (FB, Twitter, Instagram, YouTube) across all sub-brands, create social campaigns to amplify ATL campaigns, develop content calendar and produce assets while optimizing social spend through ‘Reach & Frequency’ model on Facebook.  Managing directly a Brand manager Savoury Biscuits

New Brunswick, Nj, Us

Responsible for the Corporate Scale platform (digital and in store) and CaringEveryday.co.uk . Reporting to the Director of Digital Marketing & E-CommerceVisit : www.caringeveryday.co.ukDeveloped and single-handedly lead the Scale programme, a masterbrand strategy to bring all the Johnson&Johnson brands together under the UK J&J brand name through a holistic 360 activation plan. A twofold programme of CRM (Digital activation through the CaringEveryday.co.uk platform & database) and Shopper Activation for Retailers and Pharmacies. Developed the long term strategy for Scale/ CaringEveryday.co.uk to drive incremental growth for the business, integrating all brands’ business plans. Engaged the business towards the overarching business plan, raise the profile and show the value the Scale programme.Drove growth of CaringEveryday database, traffic & engagement to CaringEveryday.co.uk and supported individual brands’ communication objectives through Programmatic campaigns, SEO & PPC test & learn, Lead gen activities. Increased database size by 150% YoY.Lead Coupon strategy for CaringEveryday.co.uk and identified e-couponing opportunities. Achieved 30% redemption rate (10pp above market average). Developed in-house personalised and responsive content (site/CRM, competitions, coupons and social media) that strengthened the relationship with the user/member through database segmentation and behavioral analysis. Managed ‘zero base budgeting’ approach and developed a financial model to calculate ROI of activation to justify decisions for future strategic plans and prove the value of the proposition to the business.Reported directly to the Director of Digital & E-Commerce while managing and empowering a large diverse team of peers who did not report directly to me but were part of the Scale team.

New Brunswick, Nj, Us

Responsible for the Compeed brand in the UK & Ireland developing 2013 & 14 annual marketing plans while adapting the assets for the local markets under the Compromised skin strategy. Activation included TV, Print, Digital OOH, Instore events, sponsorships, PR and HCP activation with specific support & training for Pharmacies. As a result 16% brand growth YoY and no1 blister brand with 83% market share.Introduced and lead a local 360° Weather reactive Blister campaign (‘One Step ahead’ concept) for summer 2014 with digital OOH, Press, geo-targeting activation, Sampling. Market share grew 3pp in season.Pioneered across all the EMEA J&J companies with the launch of the Twitter handle (@CompeedUK) and the first implementation of Ratings & Reviews on compeed.co.uk amplifying the impact of WoM sampling campaigns. Introduced to the markeing team new processes and ways of working with Regulatory, Pharmacovigilance and Consumer care teams. Led Footcare category expansion with Athlete’s foot project through identifying consumers/sufferers needs leading to new claims and contributed to the local development of product & packaging. Developed the sell-in story for Sales team, financials and P&L while worked in a wide cross functional team for the MHRA application and approval of the project with in-depth understanding of the OTC environment and limitations. Develop launch plan and detailed sales support for 3 Compeed NPDs through HCP toolkits and in-store assets. Collaborated closely with Sales team to maximize opportunities through Differentiation/pitch process.

London, Gb

• Brand Planning & implementation: Ownership of the development and implementation of annual plans (price & promotional plan, product development, pack design, media and communication campaigns and internal communications, POS material)• Delivery of clear creative briefs and feedback managing key internal and external stakeholder relationships (agencies, internal department contacts and key customers) • Sales analysis and reporting: Application of financial analysis combined with understanding the key drivers of the brand and business P&L. Forecast and track growth, completion of period-end reports and management of the marketing budget.• Market Insight gathering & reporting: Identify product and market opportunities for UK ethnic consumer groups and develop insights through launch of new research projects, market audits and trade visits

Zug, Ch

• Contributed in 3 year strategic planning: setting new brand essence, objectives and strategies based on new consumer insights• Lead (part of core brand team) the development of new positioning & messaging, media choice, range support and creative direction, create internal and external briefs, led decisions, overseeing execution and airing. The year's plan focused on TV, OOH, Cinema, Outdoor and In-store events, Web (social media) and trade activation plan• Develop and deliver digital & social media strategy for the brand • Lead and managed web promotional consumer activation and development of communication (TVC & web campaign) • Reassessed the annual marketing plan under negative financial environment and developed activities to confront private labels and low end product propositions• Managed tight DME under conditions of economic recession and demanding marketing plan activation

Zug, Ch

Responsibilities:• Planned and developed the Annual Business Plan for Amita Chilled juices (efzin by Amita and Amita Frooties)• Originated and developed new SKUs (in cooperation with R&D) and create product launch marketing plan•Developed and implemented all consumer marketing programs for Amita Chilled brands in 2009 – 2011 including TV, Print, OOH production, website, outdoor and indoor sampling programs, efzin events• Originated and implemented internet strategies for Amita Chilled & Frulite OTG brands including web sites, online competitions and strong social media presence (building up and daily support)• Interacted closely with Chilled Business unit, regional trade marketing departments, Sales force, Procurement and Finance departments for coordination and implementation of marketing activities along with corrective methods so as to support sales• Analyzed competitive intelligence information (IRI, CCT, Homepanel, Canadean reports and ad hoc surveys) to assess the market landscape and develop contingency plans prior and alter

Zug, Ch

Responsibilities:• Implemented all consumer marketing programs in 2008 for Amita Motion Energy Bars, AmitaFun Candies, Amita Fun Ice Lollies• Developed Marketing Plans of 2009 for the three brands and secured on time implementationwith all corrective actions• Controlled and handled brand’s annual Budget• Gathered, analyzed and evaluated marketing information and data related to businessperformance of the brands and main competitors so to provide monthly brand health reviews(IRI, CCT, Homepanel, Canadean reports and ad hoc surveys)• Interacted with regional trade marketing departments, Sales force, Procurement and Financedepartments for coordination and implementation of marketing activities.

Athens, Attika, Gr

• Supervised B2C ( www.you.gr ) and B2B ( http://portal.questonline.gr ) web sites creating online presence (product offers, marketing taglines, product maintenance, users’ maintenance and support) while building consumers’ database.• Planned and implemented marketing activities and campaigns members and visitors by using SAP CRM and controlling their effectiveness through Business Warehouse reports• Dealt with issues concerning pricing policy, credit card system and product maintenance, orders’ flow and logistics in collaboration with the EDP department securing smooth operation of websites• Interacted with the company’s commercial (marketing, sales & product management) and IT departments and successfully implemented SAP CRM functions and new B2C procedures providing support when necessary.

Mclean, Virginia, Us

• Controlled the A&P department’s Budget and activities, above & below the line activities for chocolate, ice cream and biscuit brands including sampling, POS material, sponsorships, TV, radio and print advertising arrangements• Conducted retail audit for the Snack-food products and competitive analysis of the snackfood market• Supervised research projects concerning the chocolate market and the wholesalers in Greece• Represented the company to European Promotional Groups (Brussels) for promotional cleaning and European alignment of promotional on-pack activities.

Msc, International Marketing

Ba, Business Administration

High School Diploma, High School