Anna Willberg Email & Phone Number

Helsinki Area, Finland

Main responsibilities- Brand management and marketing communications: brand development, strategy and positioning (including identity)– Conceptualizing, implementing and overseeing marketing strategies and campaigns– Development and implementation of brand marketing plan (strategic and tactical)– Creation of annual business plan defining brand, market and customer specific targets– Developing brand/product portfolio on the Finnish market including new product assessment… Show more Main responsibilities- Brand management and marketing communications: brand development, strategy and positioning (including identity)– Conceptualizing, implementing and overseeing marketing strategies and campaigns– Development and implementation of brand marketing plan (strategic and tactical)– Creation of annual business plan defining brand, market and customer specific targets– Developing brand/product portfolio on the Finnish market including new product assessment, development of product portfolio– Market analysis– Product design, POS materials, campaign and promotion planning– Utilizing the marketing mix in the most efficient way to reach set targets– Managing a team of 3– Responsible for category team work– Responsible for Cross Boarder Inititiative co-operation (scanning sister companies assortment, marketing Panda products to sisters and participating in the evaluation of cross-Nordic campaigns)Major achievements– Developing and executing a highly successful Panda centennial anniversary marketing plan– Clarifying Panda brand positioning, establishing a brand first driven new communication concept and aligning all marketing measures accordingly. Consistently developing the brand accordingly in 360 – for the consumer experience to be aligned with targets no matter what the touchpoint to the brand was– In 2021 Panda climbed the ladder of most valued brands from position 82 to 50.– At the same time brand tracker results showed significant improvements in all target attributes. Show less

Responsibilities - Full responsibility of the brands assigned to me (Twinings, Airwaves, Skittles, Hubba Bubba, Ritter Sport, Jozo and Maldon, previously Lay’s, Doritos, Lavazza, Soy-King and Bel Cheeses) - P&L on the Principals business and marketing on the Finnish FMCG market- Development and implementation of brand marketing plan (strategic and tactical)- Creation of annual commercial plan defining market and customer specific targets- Developing brand/product… Show more Responsibilities - Full responsibility of the brands assigned to me (Twinings, Airwaves, Skittles, Hubba Bubba, Ritter Sport, Jozo and Maldon, previously Lay’s, Doritos, Lavazza, Soy-King and Bel Cheeses) - P&L on the Principals business and marketing on the Finnish FMCG market- Development and implementation of brand marketing plan (strategic and tactical)- Creation of annual commercial plan defining market and customer specific targets- Developing brand/product portfolio on the Finnish market including new product assessment, development of product portfolio- Market analysis- Sales and ROS analysis, identifying distribution/listing gaps and plan corrective actions- Utilizing the marketing mix in the most efficient way for the consumer, trade and Principal- Development of marketing materials including creation of POS materials- Setting targets for sales force- Leading internal processes in the company related to the principals products and supply (marketing, logistics, reporting, sales, budgeting, brand performance) Show less

Responsibilities- Development and implementation of brand marketing plan, strategic and tactical (seasonal products + Annas Pepparkakor, Sun Rice riisisuklaa)- Budgeting- New product development and concept planning for seasonal products - Design, development of products and packaging, pricing and translation of packaging texts of seasonal NPD- Creation of marketing materials, sales materials and brochure- Analyzing market data

Master'S Degree, International Business

Emba, Marketing

Bba, International Marketing

Education record