Asylena Demerouti
Marketing & Sales Professional
Athens
Summary
Experienced marketing & sales professional with over a decade of expertise in shopper marketing and sales within competitive industries. Demonstrated track record of success in driving strategic initiatives and business growth. Thrives in fast-paced environments, adept at focusing on key performance indicators, revenue generation, market share expansion, penetration strategies, and enhancing brand influence.
Overview
14
14
years of professional experience
6
6
years of post-secondary education
3
3
Languages
Work History
Senior Brand Manager
Unilever Greece
01.2023 - Current
- Accelerate condiments growth via market making & connect the brand with consumers through unmissable stories in key consumption moments to maintain #1 market position.
- Lead the Integrated Business Planning process (IBP): insight generation, priorities & objectives definition, supporting the Brand Marketing Plan.
- Operate within a broader global & regional brand platform community, often involved in crafting & monitoring multi-country plans in 1U Europe.
- Develop and execute distinctive and meaningful 360 brand campaigns with significant local brand development and manage new portfolio projects.
- Plan and monitor media/comms and promotion plans, based on a continuous understanding of market and competition. Craft the advocacy strategy including strategic partnerships to achieve the business objective.
- Control brand expenditure vs. budget.
- Acts as an interface and coordinate necessary activities between other functions (i.e. trade, sales, supply chain etc.) to ensure effective execution of the brand plans.
- Develop thorough understanding of a) the market and competition, b) consumer needs and trends, and c) brand health and image, by analyzing available data & research.
- Identifies & develops cases for new business opportunities - working with local and international cross-functional partners & communities.
- Leading and coaching a talented team to achieve individual development plans in line with business priorities.
- Optimized budget allocation, ensuring efficient use of resources to drive sales growth and profitability.
Senior Product & Trade Manager
L'Oréal Hellas
07.2017 - 12.2022
- Leading the transformation of professional industry through reinvention of brands communication & consumer needs innovations.
- Drive brand performance excellence through consumer, market insights and competition strategies.
- 360 Integrated marketing communication supporting go to market strategy.
- Brand P&L responsibility & brand marketing budget ownership.
- Full promo & animation plan building for all channels incl. new streams of revenue (ecom).
- Implement new launches, maintain growth in pillar products and animate core catalogue.
- Strategic consultation on management based on consumer & market expertise.
- Managing agencies to build & optimize broader business strategy.
- Cross-functional collaboration.
- 1 direct report managing performance and career growth.
Product Manager
L'Oréal Hellas
02.2016 - 07.2017
- Design excellence in launching the new natural identity of the brand to mass market.
Exports Commercial Manager
Fresh Line S.A
06.2013 - 02.2016
- Coordinating 8 countries on performance (POS: Fresh Line retail stores & corners) Russia, Taiwan, Turkey, Ukraine, Armenia, Georgia, Kazakhstan and Bulgaria.
- Monitor international partners' performance versus targets, taking action to drive growth.
- Responsible for marketing coordination, overlooking all local marketing & advertising activities, such as marketing plan development & implementation per country, preparation for new product launches, digital communication, promotional campaigns and customization of all promotional & visual merchandising materials.
- Budgeting & Forecasting. Prepare and agree the annual volume and investment plan.
- Analyzing the performance of the brand in line with all promotional activities.
- Setting pricing policies depending on the Brand Strategy in each country.
- Travel abroad to participate in press events, store openings and international exhibitions, as well as to provide merchandising support and brand training to international partners.
- Represented the company at industry conferences and events, bolstering brand visibility among potential clientele.
- Delivered compelling sales presentations to potential clients, securing new business contracts and partnerships.
APAC Exports Coordinator
APIVITA S.A
09.2011 - 05.2013
- Account management of Asian/Pacific Markets Japan, Hong Kong, Singapore (POS: APIVITA retail stores and Hotel & Spa) and Australia (POS: departments stores, pharmacies).
- Creating and overseeing sales and marketing strategies while developing and supervising any and advertising campaigns.
- Analyzing current business operations and constantly exploring ways to maximize efficiency and grow profits.
- Establishing and actively pursuing budget and forecast goals with a clear P&L focus.
- Aligning company messages and communicating the APIVITA philosophy in order to effectively resonate with local culture.
- Provide input on exports price positioning, channel promotions and competitors' strategies.
- Acting as a liaison between local staff and company headquarters.
- Managed project timelines for successful completion, ensuring milestones were met and deadlines were adhered to.
- Improved team productivity with regular communication and progress updates, fostering a collaborative work environment.
- Collaborated with department heads to develop strategic plans aligning with overall company objectives, fostering a unified approach toward shared goals.
Education
MBA - Business Administration
University of Pireus
09.2009 - 09.2011
BA - Mass Media & Communication Studies
National and Kapodistrian University of Athens
09.2004 - 06.2008
Skills
Marketing Strategy
Digital Strategy
Advocacy strategy
Strategic thinking
Category development
Interests
Hospitality & Tourism Management
Reading
Travelling
Pilates
Yoga
Timeline
Senior Brand Manager
Unilever Greece
01.2023 - Current
Senior Product & Trade Manager
L'Oréal Hellas
07.2017 - 12.2022
Product Manager
L'Oréal Hellas
02.2016 - 07.2017
Exports Commercial Manager
Fresh Line S.A
06.2013 - 02.2016
APAC Exports Coordinator
APIVITA S.A
09.2011 - 05.2013
MBA - Business Administration
University of Pireus
09.2009 - 09.2011
BA - Mass Media & Communication Studies
National and Kapodistrian University of Athens
09.2004 - 06.2008
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