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.

• 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.

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.
• Successfully launched Easy of Bang Power Cleaning Crystals in Zambia

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.
• 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.
• 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.
• 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.
• 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.
• 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.
• 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.
• 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.

Media & Communication; Classical Civilizations

Postgraduate Diploma, Business Management