Faiza Zia Email & Phone Number

Marlborough, Massachusetts, United States

Boston, Massachusetts, United States

• Category lead for the Bath & Bowl, Household Tools and Dusting categories at Bradshaw Home• Developed the category strategy and 5 year product roads for each of the categories managed. Lead the execution of the plans to achieve set goals.• Partnered with Sales & Channel teams to analyze the sales data (POS & Syndicated data) of key retailers and recommend mutually beneficial, data driven assortment changes that support the company’s category strategy.• Analyzed the market and syndicated market data (IRI) to identify gaps in the current product line and lead the product development of key SKUs that would facilitate market share gain.• Analyzed and rationalized product lines to ensure each SKU is profitable and has a ‘reason to be’ and is accurately positioned in the market to facilitate share gain.• Collaborated with cross functional teams to develop and launch product into the marketplace including, sell in materials, packaging, ecommerce content.• Partnered with Product Development Design & Engineering Team to design and develop product ensuring functionality & aesthetic within the set price points.• Owned product level margins and price positioning • Project managed multiple product launches to ensure timely development and delivery of products and launch materials.• Identified trends and translate consumer and market insights to drive innovation.• Monitored and reported sales movement and market share by using POS from key accounts as well as IRI on a regular basis.

Hudson, Massachesetts

• Primary Product Management resource for the cleaning tools product line across all categories offered under licensed brands (Clorox, Mr. Clean and Liquid Plumr)• Assisted Senior Marketing Director during key retailer annual business review meetings; including sales data analysis to suggest data driven assortment changes and development of sell in materials.• Lead the redesign project of the Mr. Clean line exclusive to the Dollar class of trade; closely collaborating with product design team to ensure functional and aesthetic design within the pricing parameter of the Dollar Channel• Lead various value engineering projects; redesign project to improve product profitability while maintain functionality and aesthetic appeal. • Lead the complete packaging redesign of the Clorox product line.• Conducted multiple consumer research surveys to validate and support various marketing decisions; product claims, feature benefit relevancy, packaging direction, product design direction etc• Liaised with Quality Control Team in conducting product testing to ensure optimal product functionality and validate claims.

Hudson, Massachusetts

• Primary Product Management resource for the cleaning tools business in the Dollar class of trade• Worked closely with the Channel Team to drive customer support and account planning.• Developed product sell-in materials for annual review meetings.• Liaised with manufacturers in China to quote products in-line with the products specification while staying within the pricing parameters of the Dollar Channel• Assisted the Senior Director of Marketing in collaborating with the Product Design Team in the product design and development process on various projects.• Project managed the redesign of the Mr. Clean cleaning tools line and worked closely with Supply Chain to ensure a smooth transition of product supply from old design to new.• Conducted detailed feature benefit set analysis against competitive products to suggest the correct feature benefit offering for our product lines.• Briefed and drove packaging development with the Graphics Department; ensuring packaging design follows the set brand guidelines and writing copy to communicate product feature benefit offering effectively.

Karachi, Pakistan

Tapal Tea is the leading tea company in Pakistan with 7 brands under its umbrella. It is home to the Market Leader - Tapal DanedarBrand: Tapal Danedar – National Market Leader (Annual Est. Vol. 14,600 Tons)Achievements & Responsibilities:•Achieved 14,566 Ton sales volume (7% growth) in FY ending June 2015- highest volume base for the brand in a decade •Developed and executed data driven marketing strategies to achieve overall brand objectives, based on identified trends and opportunities during regular sales volume, retail audit (AC Neilson), brand health tracker (Ipsos) and competitive analysis•Assisted in developing brand budgets - primarily responsible for budget tracking and recommendation of controls•Developed the annual marketing calendar and workflows of key marketing projects and milestones across business units and maintained coordination to ensure timely execution•Assisted in the planning & execution of 3 effective and lauded, integrated campaigns •Primary liaison with the creative and digital agencies in end-to-end development of creative content; ensuring alignment with the brand’s new positioning and respective campaign themes •Led the Category Captain Program-a category development initiative for an emerging trade channel •Oversaw the market research and product test conducted to understand the consumer’s perception of Tapal Danedar Teabags’ product attributes and accordingly devise the product positioning•Spearheaded the initiative to truly activate the brand on the social media platform for the first time - Doubled the brand’s Facebook fanbase in 6 months making it the leading page in the ‘Pakistan Tea Category’•Developed and presented monthly business reviews and updates on marketing plans to the CEO and Directors•Maintained close liaison with the sales team and conducted quarterly market visits, to gage industry trends, extract consumer insights, assess market competition & accordingly provide recommendations towards marketing plans

Karachi, Pakistan

Brand: Tapal DanedarAchievements & Responsibilities:• Led the packaging revamp project, with close inter-departmental and creative agency coordination• Assisted in the planning and execution of a holistic re-positioning and image transformation campaign of the brand.• Supervised the in-store category development and shelving initiatives in the absence of a trade marketing / category management department• Developed, executed and monitored experiential marketing strategies in collaboration with internal and external marketing partners, which included; sampling strategies, annual brand activation plan (6-7 weeks long), sponsorship events• Partnered with the R&D and Quality Assurance Department in actualizing packaging and product innovations• Developed, executed and monitored media plans and strategies in collaboration with the media agency• Developed and executed marketing strategies in response to changing market conditions and curb internal target deficits

Karachi, Pakistan

Brand Portfolio: Tapal Mezban: Leading Dust Tea Brand of Pakistan (Annual Est. Vol. 11,000 Tons) Tapal Chenak: Leading Dust Tea Brand in the Value-Segment of Pakistan (Annual est. Vol 2,600 Tons)Achievements & Responsibilities:• Managed the brand in the absence of a creative agency and worked with the Group Brand Manager in the replacement process (IAL Saatchi & Saatchi)• Assisted in development and execution of annual brand plans• Planned and executed the revival and re-positioning campaigns of both Mezban and Chenak• Lead the execution of the pack redemption consumer promotion of Mezban; managing the distribution of 1,300 prizes out of over 800,000 entries• Analyzed internal sales data to develop and execute BTL strategies in coordination with internal BTL team • Collaborated with the Quality Assurance and R&D department in the development of a new packaging format• Closely coordinated with the creative agency during campaigns and in development of various marketing collateral• Maintaining a close relationship with the sales team to keep track of competitor movement and consumer sentiment• Monitored brand budget utilization and suggested control measures to the GBM**The Revival and Re-positioning Campaign of Tapal Chenak won the "Best Campaign in Hot Beverage Category" at Pakistan Advertiser's Society Awards 2014

Karachi, Pakistan

• Assisted in the re-launch project of the company website; including layout determination and content development • Assisted in executing various BTL activities and deployment of POSM for Tapal Green Tea• Responsibilities shifted to assisting the Group Brand Manager in tasks regarding Mezban & Chenak in Oct 2012

Master Of Business Administration (Mba), Marketing

Bachelor Of Business Administration (Bba), Marketing And Finance

Gce O & A Levels, Business Studies, Economics, Mathematics