Preetesh Sewraj Email & Phone Number

Johannesburg, Gauteng, Za

Rewarding brand communication, creative excellence and innovation across Africa and the Middle East

Johannesburg, Gauteng, Za

Johannesburg, Gauteng, Za

• Identified market opportunity for a unified marketing platform in the South African market & coordinated the process of bringing the platform to South Africa.• Launched Product of the Year, into the SA market, in March ’08 through a strategic mix of direct communication and PR initiatives.• Lead the digital migration of Product of the Year to incorporate a strategic mix of best-in-class digital tools to aid client conversion to the PoY brand. • Propelled Product of the Year from an unknown entity to a widely recognised brand amongst business and consumers.• Generated insights that highlighted the success of the business to the market. Key insight was that 2 out of 3 South Africans say that they are more likely to buy a Product of the Year winning product.• Foresaw business threats (due to recessionary period) and re-invented the global business model to ensure that the business was able to delivered growth.• Appeared on a number of television shows including CNN (Global Broadcast), CNBC Africa, Morning Live (SABC 2), SABC 1, SABC News, eTV, ANN7 and DSTV commenting on innovation.• Guest on a range of radio stations including Talk Radio 702, Cape Talk, 5FM, Metro FM, Kaya FM and SAFM commenting on innovation trends.• Developed an executed a diverse social media strategy that incorporated paid and non-paid elements. Executed over Facebook & LinkedIn.• Conducted a range of research studies on behalf of major companies including Vodacom, Nedbank and Colgate-Palmolive.• Secured membership of ESOMAR – the global body that governs research best practice.• Held 10 successful annual awards evenings that attract major business personalities, celebrities and key decision makers from over 200 companies. • Successfully partnered with the Good Food & Wines Show (South Africa’s premier food & lifestyle expo) to generate awareness of Product of the Year to an annual f2f audience of 50,000 people.

• Successfully developed TVC for major multinationals: Unilever (Rama), Nestle (Maggi) and Kansai (Plascon and RemovALL).

Slough, Berkshire, Gb

• Developed globally best-in-class Dettol Fresh Hygiene Liquid Copy. Copy, and associated activity, added an incremental 3%pts to the Dettol liquid share of 65%.• Captured Market Leadership on Dettol Handwash after brand was in a 2 year declining trend. Propelled shares by incremental 7.1% points from market leadership share of 20.8% (Aug’07) in just 12 months.• Initiated research that proved that Dettol Handwash was at least 10 times more effective than any other hand wash in the South African market.• Developed and rolled out a Instore handwash programme that used a demo sourced from the USA, comprising 4,500 promotional sessions. (Equivalent to a promoter instore twice every weekend for 3 months)• Developed and rolled out a targeted campaign across media and consumer profiles to grow Dettol equity. Campaign won the Roger Garlick Award.• Developed a New Mum sampling Campaign for the brand. Negotiated with the company to change bag branding from another company to Dettol. Campaign reached 95,000 new mums (24% reach) and research conducted after 6 months sampling showed that Dettol recall was the 2nd highest (behind a diaper brand) and had high purchase intent.• Successfully hosted the global Hygiene Council (www.hygienecouncil.com), in 2006 & 2007, headed by Prof. J. Oxford of London. The event visited 8 countries with the South African leg being hailed at the best event in terms of organization and delegate involvement. Events around the event included the release of results of research conducted on global and local attitudes to hygiene. • Co-ordinated the activities of the Dettol Trust for AIDS including the opening of the Garies Community Hospital.• Successfully rolled out a Dettol Schools Programme on the importance of handwashing. Campaign will go to 1,000 primary schools. • Identified by the Reckitt Benckiser management as a HiPo (High Potential) candidate within the company and introduced to the Global Vice President and Regional President.

Slough, Berkshire, Gb

• Successfully launched Easy Off Bang Grime & Lime Power cleaner in South Africa. • Launch entailed copy development and an instore promoter campaign (consisting 3,500 promotional sessions). • Developed and shared launch presentations to relevant stakeholders nationally to ensure maximum impact of launch. • 6 Month Post-Launch Analysis showed that this launch added an incremental 112% to the portfolio.• Successfully launched a national campaign in the bottom-end channel to create hype about the product via the use of on-radio giveaways and in-store giveaways. Programme used leading homecare experts to implicitly endorse the brand.• Successfully launched Easy of Bang Power Cleaning Crystals in Zambia• Developed promotions in Key Account (Shoprite Checkers).• Trained promoters for key stores and monitored activities to ensure maximum return on investment. Promotion entailed both an education drive on the new product as well as an incentive to drive trial purchase.• Developed, and successfully rolled-out, a out-store Roadshow across Zambia to create hype about the product via giveaways and use of leading disc jockeys. • Recommended New Product Development (NPD) Pipeline for the Mr. Min range to accelerate growth within the category and counteract competitive innovation. • Grew Mr. Min average business by 16% (Exit Share at 62%)

Cincinnati, Ohio, Us

• Successfully ran and co-ordinated the Pampers Point of Market Entry programme. Penetration has since jumped from 46% of LSM 7 – 10 (2003) to 90% of LSM 7 – 10 (2004)• Successfully developed POS, Trade Plans and edited copy for a globally proven holistic initiative on Pampers that I sourced and tailored for the South African market. Copy was edited using information I gathered using a quantitative copy research system to prove that it would be successful in the South African market• Development of print campaign based on copy developed as part of the biggest product initiative on Babycare South Africa (local manufacture of Pampers Diapers)• Successful development and deployment of icon visual to highlight key product benefits as part of a holistic campaign to launch locally manufactured Pampers product in South Africa. The icon visual was rolled out in all POS that was created as part of the launch.• Successfully co-ordinated, rolled out and tracked the Pampers instore demonstration programme which brought a reach of 22% of LSM 7 – 10 and delivered incremental sales volume of 15% (roll-out in 300 stores nationally). • Development of new Pampers Wipes launch that included trade plans, pricing, market exploitation and launch to trade. Base business increased by index 150.

Cincinnati, Ohio, Us

• Co-ordinated and planned the successful Childbirth Educator Resource Group as a vehicle to deliver Pampers superiority to over 30,000 higher LSM mum’s via a database of 450 childbirth educators. Activities included co-ordination of Roadshows in 4 locations 3 times a year, ante-natal class demonstration, distribution of branded resources and samples & development of an in-class demonstration system.• Successful negotiation with one of the largest private hospital groups to allows Pampers to sample in their packs at no additional cost to Pampers thereby increasing reach of LSM 8 - 10 mums by an incremental 25% to reach 71%• Managed the development and shoot of the first locally produced Pampers copy to be based on the platform of “Learning from Babies.” Copy was hailed as one of the strongest in this format by global P&G Advertising Director and was presented to the P&G CEO, AG Lafley, and his executive team at an annual copy review seminar.• Successfully adapted foreign developed copy for the South African market, including Point of Market Entry Newborn copy and total brand sustaining copy. Copy chosen was adapted based on quantitative data gathered through use of a copy research system.• Successfully launched Pampers Sensitive Wipes including copy development and trade plans. Sensitive wipes now contribute 20% to total Pampers Wipes business after just a year of launch despite a per wipe price premium versus regular Pampers wipes.• Technical mastery of market share analysis based on AC Nielsen in market research that I used to indicate and fix problematic regions as well as confirm that planned launch of line extension was well timed.• Successfully co-ordinated, rolled out and tracked the Pampers instore demonstration programme which brought a reach of 21% of LSM 7 – 10 and delivered incremental sales volume in over 200 stores nationally.

Media & Communication; Classical Civilizations

Postgraduate Diploma, Business Management