Alanna Ramjattan
Summary
Experienced marketing leader with a proven track record of delivering outstanding marketing campaigns, content, and collateral. Skilled in developing and implementing innovative strategies to drive brand success. Results-oriented and collaborative professional with expertise in brand management and social media engagement. Recognized for being detail-oriented, attentive, and decisive in leading teams to achieve exceptional results.
Overview
19
19
years of professional experience
Work History
Greater Caribbean Snr. Category Manager -Home Care
Unilever Caribbean Limited
09.2022 - Current
- Strategy planning custom fitting global brand guidelines into priority markets: packaging design, campaigns, trade plans
- Led projects related to cost/margin improvement through new Sourcing, improved cost effective formulation: Landed OMO project in Q2 2023 in Dominican Republic with the objective of improvement in margin also taking this opportunity to modernize packaging and relaunch new product claims and upgraded KVs
- Collaborated with local trade marketers on short term marketing plans to achieve Business Unit goals, overseeing execution/brand plans to ensure alignment to overarching goals
- Actively participated in long term business planning: Objective/ target setting based on innovation plans, advertising budgets and trade marketing investment
- Engaged in white space planning: Two prong approach through entering current portfolio in new markets or find headroom in new relevant categories
- Successfully grew Cif over the last 5 years building it as a master brand
- Coordinated market research (consumer connects and brand health checks) leading to the development of strategy planning
- Implemented media planning for Caribbean- Digital and ATL strategy and execution
- Mentored junior team members in category management best practices, contributing to a high-performing and collaborative work environment.
Category Manager South Caribbean - Home Care
Unilever Caribbean Limited
01.2018 - 12.2022
- Relaunched Breeze Liquids in Caribbean, bringing new formats and price points to the consumer, growing the liquids category profitably >300% in 2022, taking Breeze Liquids Marketshare from 3% to 17% in 2021/2022
- Built CIF Masterbrand framework and expand flanker portfolio for CIF yielding incremental +15% in 2021 driving bottom line profits
- Restructured Radiante go to market model in HT to grow 60% in 2021 through price positioning and executional excellence
- Provided consumption-based data analysis (SISO) which changed the trajectory of Breeze to more relevant and profitable formats
- Directs the digital strategy of Homecare Category- selecting provider(s), planning social media calendar/activity and mastering influencer programs
Brand Specialist- Skin Cleansing and Hair
Unilever Caribbean Limited
01.2014 - 12.2018
Brand Marketing Manager (Regional and International)
SMJaleel Beverages Ltd
01.2011 - 12.2014
Brand Manager (Consumer Division)
Bryden Pi
01.2009 - 12.2011
Brand Manager (Wine and Spirits)
Hand Arnold Trinidad Limited
01.2008 - 12.2009
Special Events Co-Ordinator (Wine and Spirits)
Hand Arnold Trinidad Limited
01.2006 - 12.2008
Education
Level 6 Certification -
Chartered Institute of Marketing
01.2012
LCCI - Marketing, Advertising and Public Relations
UWI School of Continuing Studies
01.2010
Certificate - Events Management
UWI School of Continuing Studies
01.2007
Associates Degree - Tourism Management
Trinidad and Tobago Hospitality and Tourism Institute
01.2005
Certificate - Business Management
School of Accounting and Management (SAMS)
01.2001
Skills
- Category development
- Data analytics
- Supplier relationship management
- Demand forecasting
- Promotional planning
- Strategic sourcing
- Pricing strategy
Timeline
Greater Caribbean Snr. Category Manager -Home Care
Unilever Caribbean Limited
09.2022 - Current
Category Manager South Caribbean - Home Care
Unilever Caribbean Limited
01.2018 - 12.2022
Brand Specialist- Skin Cleansing and Hair
Unilever Caribbean Limited
01.2014 - 12.2018
Brand Marketing Manager (Regional and International)
SMJaleel Beverages Ltd
01.2011 - 12.2014
Brand Manager (Consumer Division)
Bryden Pi
01.2009 - 12.2011
Brand Manager (Wine and Spirits)
Hand Arnold Trinidad Limited
01.2008 - 12.2009
Special Events Co-Ordinator (Wine and Spirits)
Hand Arnold Trinidad Limited
01.2006 - 12.2008
Certificate - Events Management
UWI School of Continuing Studies
Associates Degree - Tourism Management
Trinidad and Tobago Hospitality and Tourism Institute
Certificate - Business Management
School of Accounting and Management (SAMS)
Level 6 Certification -
Chartered Institute of Marketing
LCCI - Marketing, Advertising and Public Relations
UWI School of Continuing Studies
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