Susan Adeniyi
British Columbia, V3B 4K7
www.linkedin.com/in/susan-adeniyi
CAREER SUMMARY
Analytical and strategic marketing professional with a comprehensive background in brand management, teamwork, and marketing. A graduate of Mathematics with a Diploma of Professional Marketing from the Chartered Institute of Marketing (MCIM). Experienced in developing and executing highly effective communication campaigns to enhance brand awareness, drive consumer engagement, and achieve business objectives. Strong proficiency in Microsoft Office Suite and project management
CORE COMPETENCY
Excellent Communications skill.
Microsoft Office Suite skill.
Marketing strategy.
Planning & Organizing skills.
Teamwork.
Project management & execution.
Creative & Innovative skills.
PROFESSIONAL EXPERIENCE
Category Marketing Manager – FoodsJan. 2021 – May. 2023
TGI Distri. Limited
A marketing, sales & distribution company, focused on enriching homes with locally sourced & manufactured FMCG brands (Seasoning cubes, Rice & Edible Oil).
• Developed and executed highly effective communication strategies to enhance brand awareness, salience, and product performance for Terra seasoning cubes, resulting in a 54% increase in market share within one year.
• Implemented targeted regional marketing initiatives and digital campaigns to drive consumer engagement and promote the Terra seasoning cubes brand.
• In line with Company’s strategic direction, drove innovative ideas for Terra from the ideation to commercialization stage. This is a project which involved coordination of all stakeholders- R&D, sales, logistics, supply chain, QC&A, finance and regulatory by developing a project scope, GC, clear KPIs, mitigation plans and tracking all activities.
• Led market research initiatives to gain insights into consumer needs and preferences, leveraging the findings to develop innovative approaches for promoting the Big Bull homegrown rice brand, which led to achieving brand leadership position.
• Successfully briefed creative agency for the revamp of Terra Seasoning cubes and Big Bull Rice packaging designs resulting in the increase of spontaneous awareness for Terra by 23% and Big Bull by 10%.
• Collaborated cross-functionally to drive product development and innovation, overseeing the ideation, monitoring, and execution of new ideas for Terra from concept to commercialization stage.
Brand Manager Dec 2018 – June. 2020
H. J. Heinz Nigeria Limited
A subsidiary of The Kraft Heinz Company.
• Developed and implemented tactical activation ideas to increase brand trial of Heinz Mayonnaise in key cities nationwide, effectively expanding market reach and consumer engagement.
• Collaborated with stakeholders to successfully execute the renovation of Heinz Mayonnaise, aligning the brand with consumer expectations and ensuring profitability.
• Managed and allocated brand budgets for campaigns, agencies, research, event sponsorships/endorsements, and other communication activities, achieving KPIs with a 95% success rate.
• Successfully initiated and managed custom and syndicated research projects to understand market categories, consumer behavior, and identify gaps and opportunities for Heinz Tomato paste.
Brand Manager Mar. 2017 – Nov. 2018
FanMilk Plc
A subsidiary of Danone
• Orchestrated the highly successful "Joy Will Find You" Campaign, employing a comprehensive 360-degree marketing approach (TVC, Radio Jingle, OOH, and Digital) that resulted in a 61% increase in consumer engagement and interaction within six months.
• Led the execution of strategic consumer engagement initiatives during Q4 2017 to drive purchase intent and excitement among consumers.
• Oversaw and monitored the end-to-end activities of new product development for FanUp, including market research, concept and product testing, recipe development, and packaging design.
Brand Manager |Assistant Brand ManagerOct 2014 – Feb. 2017
Grand Oak Limited
A sales & marketing company with focus on wine and spirit
• Developed a comprehensive brand plan for Swagga Gin/Schnapps and Cool Twista Range in 2016, focusing on growth opportunities, consumer/trade activation, consistent communication, and performance analysis.
• Implemented an aggressive marketing plan that contributed to a 25% increase in volume for Swagga Gin in the second half of 2016 compared to the same period in 2015.
• Managed day-to-day operations and activities for Swagga and Cool Twista Range, ensuring the achievement of volume and brand margin targets through close collaboration with sales and promotion teams.
• Led the development of a pan-Nigeria sampling campaign for Apperito in Q1 2015, driving consumer engagement, trial, and repeat purchase, resulting in a 15% increase in achievement during Q2.
• Designed and executed the "Scratch, Predict & Win" pan-Nigeria consumer promotion for Dark Sailor Rum, which significantly boosted sales volume by 35% over the January to September 2014 budget.
EDUCATION & CERTIFICATION
Bachelor of Technology, Pure & Applied Mathematics2004 - 2009
Ladoke Akintola University of Technology, Nigeria (Evaluated by WES as Bachelor’s degree)
Certificate in Professional Marketing2015 - 2016
Chartered Institute of Marketing, United Kingdom (Evaluated by WES as College level certificate)
Diploma in Professional Marketing2019 - 2020
Chartered Institute of Marketing, United Kingdom
