Deshnee

Deshnee van Rooijen Carrer Josep Anselm Clave 6 --  Linkedin.com/in/deshnee-van-rooijen-1658b123 Global Senior Marketing Director Professional, innovative marketeer with over 18-years’ experience strategizing and creating market-leading consumer and branding communications. Creative and talented director with a demonstrated record of developing highly effective, consumer-driven, comprehensive communications strategies and campaigns for global and local markets. Leverages business plan strategies and objectives, and perceptive market and customer trend analysis to attract new, and retain existing customers, grow market share, revenues, and profits. Exceptional cross-functional team leader, agency liaison, and team builder. Audience Segmentation | Integrated Marketing Communications | Creative Strategy & Development | Product Strategy & Development | | Team Leader & Coaching | Digital Marketing | Owned and Paid Media Marketing | Revenue Growth | Sustainability | External agency Pitch and Management Professional Experience  Exoticca Spain | Tech Travel, Barcelona, ES Global Snr Brand Director, 2024 Leading a creative team of 14 people Responsible for all global content creation/ campaign toolkits Responsible for all owned media (Social/ Blog/Website) strategy and content Responsible for establishing a 100-day plan from brand growth, team set up, to innovation Wallbox Spain | Tech EVs, Barcelona, ES Global Director, Brand and Creative & Content, 2022 – 2024 Leading a creative team of 10 people Responsible for all global content creation/ campaign toolkits – B2B & B2C Responsible for all owned media (Social/ Blog/Website) strategy and content Responsible for repositioning Wallbox brand - Strategy and Execution Philips Netherlands | Healthcare, Amsterdam, NL Global Marketing Director – Coffee, 2019 – Feb 2022 Responsible for driving Coffee brand growth. Proficient in developing and executing comprehensive marketing plans for a dual brand strategy, from SOB identification, and innovation roadmapping to creative execution. Successfully led and supported consumer marketing efforts for a diverse dual brand coffee portfolio, ensuring strong brand awareness and positioning. Skilled in cross-functional collaboration and effective communication with key stakeholders. Led the development and creation of Global Brand positioning and communication platform for the Coffee portfolio. Developed Audience focused Marketing Strategies for the Coffee portfolio from SOB, personas, proposition roadmaps and consumer engagement plans that are market-relevant and support development of stand out creative for future propositions Creation of product positioning and messaging based on brand positioning with product team to ensure differentiation of propositions in the market Establishing and driving consumer-centric marketing and supporting the business to achieve business goals Responsible for Global A&P budget - 5mio€ Philips Sustainability: Developed full communication strategy and roadmap to drive awareness of Philips's sustainability initiatives Philips Netherlands | Healthcare, Amsterdam, NL Global Brand Creation Director – Male Grooming, 2017 - 2019 Managed the strategic development of the MG global communication platform and execution of campaign advertising. Worked closely with Lead markets in developing their marketing communications creation and implementation. Lead a cross-functional team to plan and implement all marketing communications projects, global go-to-market strategies, creative concepts, and consumer-led campaigns. Manage marketing budget, prioritize projects based on market ROI and investment, strategic business processes, and improvements. Created and implemented a new Male Grooming positioning and communications platform and launched new propositions and go-to-market plans Collaborated with cross-functional teams in developing lead market portfolio communications plans Led development of global communication strategy for Next Gen Shaving portfolio Responsible for Global A&P budget - 13mio€ YUM International | Kentucky Fried Chicken, Amsterdam, NL Senior Brand Manager (A.I.) – Consumer Marketing, 2016 - 2017 Managed and led internal and external 2016 and 2017 brand planning and marketing calendar development and implementation. Led and collaborated with cross-functional Product Development, Operations, and Finance teams in developing, testing, and launching new menu items, and with advertising and media agencies to structure new promotions. P&L responsibility: Increased sales to 8% of sales mix with the introduction of new menu items. Created and implemented successful KFC for Life and KFC Burrito promotions. Standardised New Product Development (NPD) testing with new processes and improved WoW to build a 2017 product pipeline. T-Mobile Netherlands, Den Haag, NL Commercial Strategist - Consumer Marketing, 2014 - 2016 Provided customer-perspective project evaluations that increased customer base and postpaid revenue. Led various special projects while creating traffic-attracting strategies and tactics to increase customer conversions. Introduced consumer-segmented marketing concepts to the team. Led cross-functional team in developing 2015 and 2016 marketing plans. Vodacom South Africa, Johannesburg, SA Senior Marketing Manager - Prepaid Marketing, 2013 - 2014 Drove new revenue, retained existing and attracted new, prepaid customers with highly successful, segment-driven strategic, tactical, and channel go-to-marketing plans and campaigns. Created the company’s biggest and most productive summer marketing campaign that became a global benchmark. Managed, trained, and developed a segment manager, assistant segment manager, and managed a €5.5M marketing budget. The Summer campaign involved 6.3M customers and attracted 511K new customers and achieved an NPS (Net Provider Score) nine points over the closest competition. Grew active customers by 9.5% in three months. Increased mobile customers by 3.8% in 2013. Identified as a Rising Star and assigned to an accelerated leadership programme. Nestlé South Africa, Johannesburg, SA Brand Manager – Children’s Milo & Cheerios Cereal Portfolio, 2011 - 2013 Studied business objectives, analyzed market dynamics, and customer behavior to design effective turnaround, brand, consumer marketing, and customer trade plans. Rolled out customer incentivized in- and out-of-store promotions. Surpassed Milo in-store promotion goals by 19% with 278K tons.   Achieved 8% market share with consumer-centric promotions. Ran marketing campaigns that reliably received over ten thousand entries. YUM International | Kentucky Fried Chicken, Johannesburg, SA Brand Manager – High Income Families & Children Portfolio, 2008 –2011 Managed all aspects of brand and product portfolio, developing business plans, pricing, and presentations for upper management. Led and collaborated with cross-functional teams to establish product value and volume strategies, developed new product development, test calendar and created a POS manual to standardize market testing. Improved and strengthened brand through above and below the line advertising. Grew revenues 12.5% and unit sales by 9.6%. Increased income by 33% using a volume driven strategy. Developed family sector segment strategies resulting in a 45% sales contribution. Successfully managed €4.8M marketing budget, €2.2M retail budget, and one marketing assistant. Created and launched restaurant enhancements into 800 stores that included digital menu boards, express queues, children’s meals, new more attractive names for products, holiday promotions, and new menu items. Revlon South Africa, Johannesburg, SA Brand Manager – Male Toiletries, 2006 – 2007 Researched market, competition, and market trends to identify growth opportunities, and develop brand and product strategies, tactics, and new product initiatives. Determined and set competitive pricing, managed new product initiatives and brand strategies. Determined competitors’ weak segments and created targeted media campaigns, directed advertising agencies and collaborated with media on new promotions. Successfully improved brand awareness and grew sales by 23%. Effectively managed a €500K marketing budget. Career Notes Assistant Brand Manager - Beverage Portfolio, Kraft Foods, Johannesburg, SA Junior Brand Manager, Plascon, Johannesburg, SA Education  Bachelor of Commerce in Marketing (2005) University of South Africa - Pretoria, South Africa Ascend Leadership Development Programme (2014) Business School, University of the Witwatersrand - Johannesburg, South Africa Dutch Language Courses (2015) Regina Coeli - Vught, Netherlands TEFL (2017) The TEFL Academy, UK Professional Development : Emotional Intelligence | High Impact Coaching Leadership Course Language Proficiencies: English (Native) | Dutch (Basic)