Director Brand & Marketing Performance - Telenor Group Asa
CurrentRole mandate: Global lead for driving data driven marketing initiatives enabled by strategic transformation program to rejuvenate the Brand and marketing practices in Asian and European Markets.Projects • Brand Performance Framework: Lead a global process to Link brand and customer experience KPIs (Brand Preference , NPS) to executive management, creative and media agencies performance bonus. Established performance benchmarks and targets to drive performance dialogue resulting in 6 out of 9 business units achieving their brand performance targets. • Global Brand Tracker: Lead Global Brand Tracker RFP for all 10 business units for all categories including B2B, B2C, Financial services and Digital Products. Transitioning from local trackers (25+) to a unified Global tracker (IPSOS). It led to cost savings of 17% (8mNOKs) of annual research budget.• AI based Media Mix modelling: Subject matter expert to describe use cases for AI powered Media Mix Modelling in partnership with Hamilton AI by Blackwood7 (Kantar). Facilitated global workshops with media experts and agencies to plugin model results into media strategy and budget allocation to achieve media efficiencies.• Brand Impact – Developed band equity model, identified impact of Brand on long- and short-term business growth. The model was able to successfully explain 68% of the total sales, split of base sales and impact of short-term marketing efforts from seasonality. Lastly, the predictability of sales forecast was 88-90% in Nordic Markets. • Corporate reputation: Launched corporate brand reputation surveys using “Rep Track” method for all brands and markets to gauge impact of ESG initiatives viz a viz competition among stakeholders including Govt, Media, influencers, partners and consumers. • Consumer Insights community: launched and moderated a vibrant community of market researchers to share experiences and inspire through Internal and External best practices of Market Research.
