Blaine Pheiffer
Sydney
Summary
Marketing professional with solid foundation in brand strategy and development. Known for creating impactful campaigns that resonate with target audiences and foster brand loyalty. Strong focus on team collaboration and adaptability to changing market dynamics, ensuring seamless project execution. Expert in market analysis and consumer insights, with reliable reputation for delivering results.
Overview
12
12
years of professional experience
Work History
Senior Brand Manager – SA Whisky
Heineken Beverages
02.2024 - 11.2024
- Responsible for the development of the annual marketing plans for the South African whisky portfolio (Three Ships, Bains)
- Developed and lead the South African whisky recovery plan through a 360 campaign, pricing strategy and brand repositioning, returning the brand to profitable growth
- (12MM Feb24 Volume growth -9.2%); (6MM Oct24 Volume growth +7.0%)
- Analysing market and consumer insights in order to develop strategies to capitalize on growth opportunities
- Manage internal stakeholder relationships including procurement, finance, TM & Sales to effectively execute on plans
- Lead discussions and recommendations with agencies to deliver brand strategies and all ATL & BTL activities
- Key Achievements: Three Ships Whisky recovery plan: Returned the South African whisky category to profitable growth (12MM Feb24 Volume growth -9.2%); (6MM Oct24 Volume growth +7.0%)
- Build meaning and difference among consumers (Kantar research) increase of 3% in meaning and difference amongst consumers due to the brand repositioning
- Direct reports – Brand manager
Senior Brand Manager – Ready to Drink, Liqueurs
KWV
02.2023 - 01.2024
- Responsible brands include Hooch, Howler, Carvo, Sour Monkey, Ciao
- Strategy development: Developed the three year strategy for the ready to drink and liqueur portfolio through the use of retail scan data, as well as category and competitor insights
- NPD development: Successfully launched the Hooch 375ML bottle range into 440ML cans – resulting in significant share gain (+3% in the first 6 months)
- Drove incremental growth of the Ciao range through the launch of a gin and mango ready to drink cocktail
- Leading the development and analysis of the P&L for all NPD launches by collaborating with R&D and finance on all costs associated with the raw materials
- COGS improvement – Analysing current costs across all skus to identify cost savings – Lead the COGS saving project across the Carvo brand resulting in a R2 million annual saving (packaging saving)
- Worked closely with the customer marketing and sales teams to ensure a focused activity matrix that drove volume or value in strategic channels
- Key Achievements: Successful launch of Hooch 440ML cans (Apple, Blackcurrant, Strawberry) – Hooch declining at -23% in the latest 12MM, within 3 months the brand gained 3.5% market share and grew by 5%
- NPD launched: Sur Monkey Bubblegum, Ciao Gin and Mango, Hooch Apple, Blackcurrant, strawberry 440ML
- COGS saving – R2 million saving on Carvo through packaging cost savings
- 2.3% GM improvement
Senior Brand Manager Coffee & Creamer
National Brands Limited (AVI)
08.2021 - 01.2023
- Lead the brand plan process for the premium coffee, affordable coffee and creamer category (House of Coffees, Hug in a Mug, Ellis Brown)
- Strategy development: Developed the 5 year strategy for House of Coffees focusing on recruiting new users into the brand
- Project Management: Responsible for leading the NPD project management process from ideation to launch, collaborating with all internal and external stakeholders in monthly project meetings
- Market/industry analysis using retail scan data (Circana, Nielsen) to provide strategic recommendations for portfolio development
- Work closely with the sales teams in developing commercial rationales for all new product launches, including presenting to retail buyers
- Develop and coach the assistant brand manager and address areas of improvement through regular training sessions
- Key Achievements: Packaging refresh across the Ellis Brown range in order to premiumize the brand
- Developed the affordable coffee strategy to prevent de listing of the Frisco coffee brand – working with finance and the factory team to improve efficiencies on the line
- Launch of Hug in a Mug Salted caramel & Honeycomb flavour – incremental growth of 20 tons
- Launch of House of Coffees Café Citrico 250G & 1KG – resulting in an incremental growth of 62 tons
- Direct reports – Assistant Brand manager
Brand Manager Coffee & Creamer Portfolio
National Brands Limited (AVI)
11.2020 - 07.2021
- Development and successful implementation of brand plans across various categories and brands within the AVI portfolio – working closely with the marketing manager
- Leverage market information and analyse market trends using Nielsen answers to identify opportunities for growth within the market
- Leading the NPD project management process from ideation to launch by working closely with various departments (finance, R&D, Sales, procurement, packaging)
- Present all NPD
- Prepare all agency briefs including briefs on digital content, design, research and campaign briefs
- Facilitate implementation of category and brand strategies
- Manage portfolio performance in terms of Volume, NSV and profit delivery
- Prepare promotional, advertising, media and research briefs as well as R&D briefs
- Liaise with external suppliers (promotional, advertising agencies and packaging suppliers)
- Manage all aspects of new product development from concept to final product and launch packages
- Plan, manage and control marketing support budget
- Management of cross-functional and project teams
- Achievements: Responsible for the COGS saving project across the Provita Crispbread range resulting in a yearly cost saving of R1.7 million and GM % improvement of 3.1%
- Premiumization: Artwork revitalization across the full Bakers Savoury range to communicate the premium quality credentials (Savoury market share 56.2% increased to 58.4% - 12MM period)
- Addressed the volume declines across House of Coffees by identifying changing consumer preferences from ground coffee into beans through the launch of 4 bean skus to replace the lowest performing ground skus
- Gained 4% market share in the latest 12 months through the launch of the Hug in a Mug Salted Caramel & Honeycomb cappuccino variant
- Snacks operating profit moved from R99 mil to R120 million through F17 to F19 – largely due to multiple NPD launches and actionable insights provided to the sales team
Brand Manager Bakers Savoury Biscuits
National Brands Limited (AVI)
05.2019 - 10.2020
- Development and successful implementation of brand plans across various categories and brands within the AVI portfolio – working closely with the marketing manager
- Leverage market information and analyse market trends using Nielsen answers to identify opportunities for growth within the market
- Leading the NPD project management process from ideation to launch by working closely with various departments (finance, R&D, Sales, procurement, packaging)
- Present all NPD
- Prepare all agency briefs including briefs on digital content, design, research and campaign briefs
- Facilitate implementation of category and brand strategies
- Manage portfolio performance in terms of Volume, NSV and profit delivery
- Prepare promotional, advertising, media and research briefs as well as R&D briefs
- Liaise with external suppliers (promotional, advertising agencies and packaging suppliers)
- Manage all aspects of new product development from concept to final product and launch packages
- Plan, manage and control marketing support budget
- Management of cross-functional and project teams
- Achievements: Responsible for the COGS saving project across the Provita Crispbread range resulting in a yearly cost saving of R1.7 million and GM % improvement of 3.1%
- Premiumization: Artwork revitalization across the full Bakers Savoury range to communicate the premium quality credentials (Savoury market share 56.2% increased to 58.4% - 12MM period)
- Addressed the volume declines across House of Coffees by identifying changing consumer preferences from ground coffee into beans through the launch of 4 bean skus to replace the lowest performing ground skus
- Gained 4% market share in the latest 12 months through the launch of the Hug in a Mug Salted Caramel & Honeycomb cappuccino variant
- Snacks operating profit moved from R99 mil to R120 million through F17 to F19 – largely due to multiple NPD launches and actionable insights provided to the sales team
Brand Manager Snacks (Willards)
National Brands Limited (AVI)
09.2017 - 04.2019
- Development and successful implementation of brand plans across various categories and brands within the AVI portfolio – working closely with the marketing manager
- Leverage market information and analyse market trends using Nielsen answers to identify opportunities for growth within the market
- Leading the NPD project management process from ideation to launch by working closely with various departments (finance, R&D, Sales, procurement, packaging)
- Present all NPD
- Prepare all agency briefs including briefs on digital content, design, research and campaign briefs
- Facilitate implementation of category and brand strategies
- Manage portfolio performance in terms of Volume, NSV and profit delivery
- Prepare promotional, advertising, media and research briefs as well as R&D briefs
- Liaise with external suppliers (promotional, advertising agencies and packaging suppliers)
- Manage all aspects of new product development from concept to final product and launch packages
- Plan, manage and control marketing support budget
- Management of cross-functional and project teams
- Achievements: Responsible for the COGS saving project across the Provita Crispbread range resulting in a yearly cost saving of R1.7 million and GM % improvement of 3.1%
- Premiumization: Artwork revitalization across the full Bakers Savoury range to communicate the premium quality credentials (Savoury market share 56.2% increased to 58.4% - 12MM period)
- Addressed the volume declines across House of Coffees by identifying changing consumer preferences from ground coffee into beans through the launch of 4 bean skus to replace the lowest performing ground skus
- Gained 4% market share in the latest 12 months through the launch of the Hug in a Mug Salted Caramel & Honeycomb cappuccino variant
- Snacks operating profit moved from R99 mil to R120 million through F17 to F19 – largely due to multiple NPD launches and actionable insights provided to the sales team
Junior Brand Manager Snacks (Willards)
National Brands Limited (AVI)
01.2017 - 08.2017
- Development and implementation of brand plans across the snacks category (Willards – Cheese Curls, Cheas Naks Big Korn Bites, Diddle Daddles, Jumping Jack, Crinkle Cut & Original Cut)
- Leverage market information and analyse market trends using Nielsen answers to identify opportunities within the market
- Facilitate implementation of category and brand strategies
- Manage portfolio performance in terms of Volume, NSV and profit delivery
- Understand, develop and implement Consumer and Shopper propositions
- Prepare promotional, advertising, media and research briefs as well as R&D briefs
- Liaise with external suppliers (promotional, advertising agencies and packaging suppliers)
- Manage all aspects of new product development from concept to final product and launch packages
- Plan, manage and control marketing support budget
- Management of cross-functional and project teams
- Achievements include: Cheas Naks TVC May-Jul17 with successful launch of cheese & onion NPD (29% volume growth over campaign period)
- Cheas Naks Cheese & Onion launch sold 28% ahead of annual forecast - 240 tons
Channel Marketing Analyst
Entyce Beverages division of AVI
05.2015 - 12.2016
- Assist Trade and Sales team in building customer relationships by providing objective, fact based, value-added industry and category insights for both coffee, team and creamer category review presentations
- Assist key account managers with commercial rationales for new product launches or listing of existing products
- Advising on and implementing strategies related to the 4P’s of marketing (Product, price, promotion, distribution channels)
- Evaluation of promotional execution and ROI
- Assist in all requests by senior executives to prepare and execute marketing strategies in an extremely dynamic environment
- Develop marketing forecast for new item launches in tonnage
- Analyse shopper and consumer behaviour and develop strategies to grow the business
eMarketing Junior Account Manager
Striata
12.2014 - 04.2015
- Managing existing customer accounts (FNB, Vodacom), involving leading the development of all email marketing campaign + post campaign analysis
- Providing proposals, presentations and quotations to potential and existing customers
- Briefing of campaigns and projects to operational teams
- Communicating with internal teams regarding campaigns and projects
- Providing regular and accurate feedback to the client on campaign performance
- Analysing email marketing data to provide insights into campaign performance and opportunities for improvement on future campaigns
Account Executive
IRI/Circana
03.2013 - 11.2014
- Converting retail scan data into actionable insights for CPG manufacturers – Reporting on Volume, Value, Price, Distribution, Market share and potential opportunities for growth
- Monthly brand and category reviews presented to client to identify opportunities for growth and address volume declines with corrective action
- Ad hoc requests from marketing & sales teams, including ROI analysis, promotional analysis, retailer reviews
- Weekly database management – uploading of new sku’s, ensuring data integrity through weekly checks
- Achievements: Academic Colours University Of Pretoria, Academic Bursary – University Of Pretoria
Education
Bcom Honours - Marketing Management
University of Pretoria
12.2012
Bcom - Marketing Management
University Of Pretoria
12.2011
High School -
Benoni High School
12.2008
Skills
Insight development
Brand building
Brand management
Marketing strategy
Presentation skills
People management
Data analysis
Accomplishments
- Academic Colours University Of Pretoria
- Academic Bursary – University Of Pretoria
- Tennis Team Captain – Benoni High School
- Provincial Colours Tennis
- Tennis Team Captain Aston Manor Primary School
Working Rights
190 permanent residency visa
Personal Information
Available: Immediate
Timeline
Senior Brand Manager – SA Whisky
Heineken Beverages
02.2024 - 11.2024
Senior Brand Manager – Ready to Drink, Liqueurs
KWV
02.2023 - 01.2024
Senior Brand Manager Coffee & Creamer
National Brands Limited (AVI)
08.2021 - 01.2023
Brand Manager Coffee & Creamer Portfolio
National Brands Limited (AVI)
11.2020 - 07.2021
Brand Manager Bakers Savoury Biscuits
National Brands Limited (AVI)
05.2019 - 10.2020
Brand Manager Snacks (Willards)
National Brands Limited (AVI)
09.2017 - 04.2019
Junior Brand Manager Snacks (Willards)
National Brands Limited (AVI)
01.2017 - 08.2017
Channel Marketing Analyst
Entyce Beverages division of AVI
05.2015 - 12.2016
eMarketing Junior Account Manager
Striata
12.2014 - 04.2015
Account Executive
IRI/Circana
03.2013 - 11.2014
Bcom - Marketing Management
University Of Pretoria
High School -
Benoni High School
Bcom Honours - Marketing Management
University of Pretoria
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