Siobhan Murphy Email & Phone Number

Ireland

Dublin

• Manage the Brand Research Activities for Norwegian and Provide Key Brand Insights to our key stakeholders • Worked on the New Brand Positioning Strategy for Norwegian. Worked closely on developing a differentiated, credible and relevant Brand Strategy that positions Norwegian as a global leader. The research phase involved an audit of the current Norwegian brand and brand strategy. This was followed by conducting strategic research studies to inform the foundation of an enduring new brand strategy. • Manage regular analysis & reporting of Norwegian Brand Performance through our ongoing tracking. Managed the new setup of a best in class Global Brand Tracker for Norwegian Air Shuttle & Norwegian Reward. • Manage the analysis and reporting of Norwegian Customer Satisfaction Performance through our ongoing tracking. Project Managed the new setup of the Global Customer Satisfaction & NPS Survey.• Managed Campaign Effectiveness for Norwegian Global. Evaluate campaign performance based on a validated set of questions. To check if the campaign has met its Objectives and make any necessary recommendations• Deliver ad-hoc analysis relating to business trends or marketing hypotheses

Dublin, Ireland

KNOWLEDGE & INSIGHTS ANALYST, NWEN – SEPT 2010-JULY 2015• Managed the Northwest Europe Coca Cola Consumer Brand Tracker, the vehicle for understanding consumers’ relationship to our brands. Managed this continuous tracker across 9 countries & worked with several agencies in Europe to ensure the program is run proficiently. Delivered monthly reports, ad-hoc insights and training to my coca cola colleagues.• Managed the Campaign Trackers which monitors the effectiveness of our Integrated Marketing Communication (IMC) campaigns. I manage an annual budget to run this tracker across our 9 markets across our key brand campaigns – it is circa 70 campaigns per year. • Managed the CBL (Consumer Beverage Landscape) - CBL, is our propriety tool for understanding Consumer Needs. The study captures not only the occasion context of beverage consumption (What, When, Where) but also the needs (Why) that underpin consumption. 2012 was the first study of this this scale (9 markets simultaneously) in Coca Cola.• . Deliver ad-hoc analytical insight support for the Leadership and Marketing teams• Managed the setup of the NWEN tracking reports & training when NWEN Business Unit was formed in 2010. Liaised with the agencies involved to create aggregated aligned reports and helped create new process and training guides for the new Business Unit.COCA COLA BUSINESS INTELLIGENCE ANALYST, IRELAND – APRIL 2006-SEPT 2010• Led and delivered the Ireland Brand Growth Strategy for 2009 & 2010 • Standardised the Ireland Information reports (Nielsen, TNS, B3 Consumer Tracker, Canadean, and Internal Sales) to allow easy and timely access for the brand teams. • Managed the sales volume management and reporting system for the Business, while partnering with Coca Cola Hellenic & Finance to ensure weekly sales and monthly sales are received and aligned across the system.

Dublin, Ireland

• Provided clients with a comprehensive analysis of their Sales performance with respect to competitors to help them with strategic directions.• Member of an internal Category Champion Group, which helped the client service team within ACNielsen provide extra information across all categories such as Macro and cross category performance.• Worked with clients to measure their market performance, analyse market dynamics, diagnose and solve marketing and sales problems, and identify and capture growth opportunities. Helped clients choose the right set of Nielsen information and services which will be used to make the best possible decisions.• Managed client workload requirements by planning projects to maximise productivity, liaising with clients to meet their needs efficiently using In-depth understanding of each client’s business. • Managed and presented the ACNielsen market research solutions to several clients.

Sydney, Australia

• Managed several client marketing projects for channel and trade marketing. • Generated post-promotional activity analysis report and presentation on participants’ profile and effectiveness.• Responsible for managing a database for Program members, creating monthly reports, updating any necessary changes, producing monthly statements for the members. Overseeing any printing activities and direct mail outs.• Managed the development, production and distribution and collateral materials to support marketing programs.

Sydney, Australia

Contract roleResponsible for managing a number of products within the Hanimex portfolio. Including, Audio Visual, Binoculars, Benetton Bags, Batteries and Photo Frames.• Analysed the sales performance, trends, inventory planning and budgets for the product range.• Produced sales collateral and product packaging.

Dublin, Ireland

• Monitored the smart card (chip card) industry worldwide and built a profile on how to target each market (Financial, Retail, Education, Government, etc) with or smart card product offering. Collected and processed information on all aspects of the industry from marketing issues to new product introductions. • Prepared annual marketing plans for ICL’s flagship product ‘SmartCity’ and prepared cased studies on current clients and transformed technical documents into marketing and sales collateral.• Organised, attended and demonstrated at trade shows throughout the UK and other countries.• Provided marketing support to the sales team to generate leads and increase revenue.

Bsc, Marketing Management, 2.1 Hons

Advanced Diploma, Marketing, 2.1 Hons