Regional Marketing Director PLEE, Board of Directors Member, Reckitt Benckiser Health @
Higher School of Banking Poznan
15 years of Marketing experience in various companies, different cultures and ways of working. I worked in many FMCG categories (food, cosmetics, babies, personal care, beverages) with both global and local brands, strong leaders and challangers. Understanding and reaching all consumers target groups. Using all different touchpoints ( playing with both big marketing budgets used on spectacular
15 years of Marketing experience in various companies, different cultures and ways of working. I worked in many FMCG categories (food, cosmetics, babies, personal care, beverages) with both global and local brands, strong leaders and challangers. Understanding and reaching all consumers target groups. Using all different touchpoints ( playing with both big marketing budgets used on spectacular campaigns and smaller ones used in preciese way to connect with consumers through new media). Working with many agencies with the rule that you work with people, not companies and everybody adds value in the chain. Extended experience towards category development, including shopper, customer marketing and category managment. Lead Marketing teams up to 20 people. Passionate about defining vision, mission, strategy (identifying the puzzels and making them work together). And deploying it in consistent and impactful way. To build the brands, engage consumers, grow shares and deliver business results. In sustainable way.
Marketing&PR Director @ From March 2014 to Present (1 year 10 months) Warsaw, Masovian District, PolandMarketing Manager @ Responsible for major part of Danone business with diversified brands: Danio - biggest Danone business and strongest brand, local with all the innovations, positioning and communication created and managed locally; Danonki - functional brand for kids, with mums&kids marketing; products and copies created locally, Actimel - strongest functional international brand known as best in class marketing concept.
Leading Team of 10 people (BMs and SBMs as direct reports).
Responsibilites: Consumers, categories, business understanding, setting up Marketing strategies including: communication, portfolio, media, promo and pricing strategies. Defining brand positioning. Creating (with external partners) communication platforms based on Insights that address consumers barriers. Creating copies. Preparing brand plans thatdeliver on company objectives and strategies. Full P&L responsibility.
Leading Portfolio Balance project for the whole Company. From July 2010 to Present (5 years 6 months) Regional Marketing Manager Poland&Central Europe (Personal Care) @ Full marketing responsibility for Personal Care categories (incl. Huggies diapers, pants and wet wipes, Kotex feminine Care products and Depand Adult Care products) in many CE countries (main CBUs: Poland as headquarter, Czech&Slovak, Baltics, SCE. Leading Team of 6 Regional Brand Managers.
Setting marketing strategies, creating brands positioning&communications, new products concepts, promo&pricing strategy. Defining portfolio roles for categories/brands and countries.Full P&L responsibility. From November 2009 to June 2010 (8 months) Category Development Leader @ Customer Marketing& Insights
Shopper marketing, Customer segmentation, insights generation, shopper research, leading Category strategies projects, influencing marketing and customer strategies, setting up POP strategies (availability, visibility, communication), evaluating POP activation, advising customers in category development processes (shelf positioning, segmentation, in-store communication, promo strategies), Top-to-top meetings with key customers.
Leading team of 3 (Trade marketing Manager, Insights Manager, Assistant); widely cooperating with local Sales and Marketing and sector team and external agencies; reporting to General. Manager. From May 2008 to November 2009 (1 year 7 months) Category Manager @ Responsible for all KC paper products categories (Bath Tissues, Kitchen Towels, Hanks, facial Boxes, Napkins) in Poland (3 th biggest KC business in Europe; 70% of Polish KC turnover), including Velvet, Classic, Apsik, Szast Praast brands.
1. Long term vision and strategies development
2. Categories activation plans (product,portofolio&packaging development, communication, channel, price & promo strategies based on market research and market data)
Parameters: Volume, value targets; P&L, market data; Media plans execution, POP execution (promo slots, OOS); A&P management
3. Managing people From January 2007 to April 2008 (1 year 4 months) Category Manager Baby Care @ diapers, pants, wet wipes); responsible for Huggies business management in Poland (headquarter of CE) and coordination of Central European countries. My main responsibilities were:
setting long and short term business objectives and marketing strategy to achieve them including: portfolio management, communication, promotional, pricing and channel strategy. Constant cooperation with agencies (marketing, PR ,promotional) and media house). Results measurements: sales growth, market shares development, A&P budget management as well as meeting profitability targets.
I was leader many international projects for example: international portfolio development, setting marketing plans for other countries. From December 2004 to December 2006 (2 years 1 month) Brand Manager @ Brand Manager Baby Care category, which includes: NIVEA Baby and Bambino brands. I am fully responsible for entire marketing strategy for these brands, including: assortment, communication, promotion, price and distribution strategy. I propose, seek for approval and execute new products' launches and re-launches along with its marketing support. I supervise ATL activities including TV and press campaigns. BTL part (consumer and trade promotions) is done in co-operation with Trade Marketing. I manage also special professional program targeted at authorities. I select and thus adapt TVCs and print layouts, which are developed internationally. My position requires close cooperation with International Business Unit in Hamburg, advertasing, media and research agencies. I am responsible for making plans, monitoring brand performance throughout a year and achieving agreed target in terms of Net sales, market shares, profitability and marketing budget realisation. I have 3 people reporting directly to me. I also participate in NIVEA Baby international Product Expert team, which works together with R&D on new products ideas and international communication strategies. From November 2002 to November 2004 (2 years 1 month) Management Trainee @ From May 2001 to January 2002 (9 months)
Master, Marketing&Management, Master @ Adam Mickiewicz University in Poznan From 1997 to 2002 Postgraduate, Sales Strategies @ Higher School of Banking Poznan From 2002 to 2004 Postgraduate, Marketing of Services @ Higher School of Banking Poznan From 2002 to 2004 Extended program, English and German @ Jan Kochanowski secondary School From 1993 to 1997 Lead Ahead Programme @ CEDEP - Executive Development – Fontainebleau Inga Songin is skilled in: FMCG, Trade Marketing, Shopper Marketing, Customer Insight, Brand Equity, Marketing Management, Consumer Products, Brand Management, Nielsen, Categorization, Marketing Strategy, Marketing Research, Market Research, Customer Marketing, Market Planning
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