Sneha Goel

Locations: UAE & Oman

Marketing Budget: US$ 18 Million

Categories: Water, Beverages, Dairy, Food (Bakery & Condiments), Plastic Packaging Products

Brands: NFPC Corporate, Oasis Water, Oasis Boxed Water, Blu Sparking Water, Aqua Fresh Water, Lacnor Juice and Dairy, Gulf & Safa Dairy, Laban Up, Milco Dairy, Melco Drinks, Royal Baker, Lacnor Tomato Paste, Industrium

• Directed the implementation of annual marketing plans for both the beverage and water categories, adeptly managing a budget of $20 million. Demonstrated proficiency in overseeing marketing strategies for diverse segments, including the healthy and kids' beverage segments, as well as both still and sparkling water. Successfully managed a comprehensive product lineup with 5 distinct SKUs, catering to various consumer preferences, including the 5-gallon options for home and office use.
• Enhanced brand recognition and increased product sales were achieved by streamlining messaging for a consistent visual identity across all platforms, implementing innovative promotional strategies, creating attractive packaging designs, and elevating overall market appeal.
• Accompanied and supported the Marketing Director at customer meetings, bringing the brand to life for the trade, developing compelling stories, and managing a best-in-class portfolio of external agencies, suppliers, and consultants, delivering strong digital campaigns that exceeded the industry average by 15% for Export & HORECA.
• Spearheaded pricing strategy and packaging design initiatives for NPL in the beverage and water category, creating the Mocktail Bar & Wellness zone in the UAE & Oman with a conversion rate of 21%.
• Worked closely with public relations teams to generate positive press coverage for new product releases, corporate announcements and implemented a crisis management plan.
• Developed strategic partnerships with complementary brands, expanding market reach, driving collaborative promotions, and establishing performance metrics for campaign evaluation.
• Negotiated vendor contracts for design services and advertising placements, obtaining favourable terms to maximise brand value.
• Collaborated closely with public relations teams to cultivate positive press coverage for both new product releases and corporate announcements. Notably, it played a key role in the successful launch of two new flavours within three different SKUs for Laconor's healthy segment, orchestrating the campaign with a total budget of $7 million.
• Revamped end-to-end brand identity for NFPC Corporate brand, Water, Beverages, Dairy, and Foods Portfolio. Registered 12% and 18% value growth for Oasis and Lacnor brands within the first year of taking consumer and trade marketing initiatives, enhancing positioning, pricing, packaging, and product portfolio with clear regional positioning and business roadmap.
• Gathered critical consumer insights to develop a new brand identity for “Safe Dairy,” “Aqua Fresh,” and “Royal Baker” to penetrate the mass segment of Dairy, Water, and Bakery categories, aiming to add 20% growth to the company’s retail top line in the next 5 years.
• Initiated a successful Strategic Partnership with Dubai Tourism as a key Partner across Retail and Event Calendar, including Dubai Shopping Festival, MOTB, Beach Canteen, Dubai Summer Surprises, Dubai 30x30 Fitness Challenge, and Al Ain Football Club.
• Managed external agencies to develop marketing programs, including Advertising, Promotional, Packaging, and Research functions. Coordinated with multiple teams like Sales, R&D, QHSE, Supply Chain, Operations, IT, Production, Procurement, and Legal while liaising with stakeholders like Communication Agency, Media & Research Agencies, Distributors & Trade Customers.
• Successfully implemented the Vendor Flex program with Amazon UAE in record-breaking time (3 weeks), rolling it out with 12 SKUs, allocating 100 pallet spaces, with an increase in outbound orders by 25%.
• Achieved significant growth across Retail, Food Service, and E-commerce channels with projected sales growth of 12% and profit growth of 28% in ‘20 despite the pandemic situation.
• Optimised social media presence, engaging customers for higher online visibility and interaction rates.

I began my journey with the company as a senior marketing executive and progressed to the role of senior business development head at GCC within four years. Directly reported to the general manager and managing director of the company, overseeing the entire business portfolio valued at $30 million across the GCC. Successfully introduced new verticals, acquired new clients, and expanded the existing clientele by an impressive 50%.

• Managed multiple FMCG, electronics, and consumer goods accounts, developing positive working relationships with all customer touchpoints.
• Developed and executed targeted brand awareness campaigns with post-evaluation reports.
• Analysed sales, market data, consumer trends, and competitor activity to develop and execute new initiatives.
• Successfully launched new products into the market for multiple brands.
• Analysed and troubleshooted customer support operations, consistently offering exceptional service and solutions.
• Drove merchant support operations, working as a program manager for all product developments required for customer support. Identified key development areas, created BRDs, and ensured successful project delivery.
• Built market position by locating, developing, defining, and closing business relationships.
• Collaborated with marketing teams to develop targeted campaigns, significantly increasing lead generation.
• Analysed data on client behaviour patterns to inform future account management strategies, resulting in higher retention rates.
• Mentored junior account managers, fostering their professional growth and skills development while leveraging industry knowledge to provide expert guidance on pricing, promotions, and product offerings for clients' specific needs.

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• Productlaunch #rebranding #repositioning #marketresearch #digitalmarketing #mediabuying #competitoranalysis