Eftihia Gatopoulou
Dubai
Summary
Highly experienced Marketing leader with 20+ years in major FMCG & Retail multinationals i.e. Unilever, Heineken NV, IKEA, Estee Lauder.
Coming with a strong FMCG background having managed 15+ global Megabrands, i.e. Heineken, Lipton, Hellmann's, Dove, Axe/Lynx, IKEA, etc, in fast paced and complex organizations.
Results-oriented, collaborative and with excellent leadership skills, with strong business acumen & passion for growth.
Demonstrated record of success in senior marketing roles in Europe & Middle East (GCC).
Overview
21
21
years of professional experience
Work History
Senior Marketing Manager GCC
Heineken (MMI/Emirates Group)
04.2022 - Current
- Responsible for leading the Mainstream and Super-Premium portfolio of beer and cider for GCC.
- Launched Birra Moretti in Dubai, Bahrain & Qatar, fastest growing Super Premium brand (top #7 brand after 2 years of launch).
- Revamped Amstel with 360 integrated platform (#1 brand in mainstream).
- Optimized internal processes for NPI, S&OP, CMI.
- Managed marketing budget and associated P&L to develop and execute marketing strategies, budgets and sales plans for business segments
- Conducted market research to identify new opportunities and target markets
Country Marketing Manager
IKEA Al Futtaim
09.2021 - 04.2022
- Responsible for all marketing & communication activities in GCC region
- Collaborated with the best agencies in the region for all ATL & BTL campaigns and activations for IKEA across the region.
- Used thorough marketing research to revamp IKEA Family loyalty program.
- Collaborated across key departments (finance, digital, marketing) and led Marketing Automation project for IKEA website and app.
- Successfully managed a team of 10 people, clarified roles and responsibilities and increased the team's engagement.
Head of Marketing & Innovation GCC & Export
Hunter Foods LLC
12.2019 - 09.2021
- Developed the Marketing department from zero basis by identifying the scope of work of the department, recruited people with the right capabilities, clarified processes & collaboration with internal stakeholders.
- Introduced Consumer Insights & Data Intelligence to form a 3 year Strategy for GCC and Exports:
- Conducted full portfolio rationalization, defined pricing strategies for the different markets.
- Increased brand awareness & brand power of Hunter's Gourmet by developing a new consistent brand identity and communication assets for off line & online.
- Launched CRM & loyalty schemes.
- Led NPD projects in liaison with R&D & Quality.
- Results: a) Hunters Gourmet #1 premium brand in the snacks segment (Nielsen) b) Lizi’s #5 in Cereals
Senior Marketing Manager Heineken & International
Heineken NV
01.2015 - 11.2018
- Responsible for a 60mio$ Rev. business, 6mio$ A&P budget. Reporting to the Marketing Director, leading a team of 4 senior brand managers.
- Stabilized 8-year continuous drop and fully repositioned Heineken, to make it relevant in changing business environment (economy in crisis).
- Launched Heineken Light, Heineken 0.0, new draught systems, with “best in class” launch plans, best practices for other markets.
- Fully leveraged key communication platforms to increase closeness and relevance, i.e. UEFA Champions League, International Music sponsorships, Formula 1
- Developed award winning 360 campaign for Heineken & Fischer “It’s About Taste” (Best TV Ad in Greece for 2017, Grand Ermis Award’18).
Marketing Manager Beverages & Dressings
Unilever
09.2010 - 11.2014
- Responsible for managing Lipton tea, Hellmann's & Maille.
- Developed award winning integrated campaign for Lipton, The Tea parties”, acknowledged as a “marketing excellence” from Unilever HQ and achieved double digit market growth for four consecutive years.
- Launched 2 innovations that de-seasonalized the Tea market, (1) Lipton Sun Tea 2012 (2) Lipton Ice Tea & Honey 2013 that grew Lipton’s share by 70Bps.
- Achieved market leadership for Hellmann’s in all 3 categories (mayonnaise, ketchup, mustard).
- Successfully launched Maille in Greece and gain leadership in premium dressings segment.
Group Brand Manager Oral, Deos & Grooming
Unilever
09.2008 - 09.2010
- Responsible for Aim/Signal, Dove, Axe/Lynx & Rexona.
- Launched “Aim/Signal-White now”, #1 SKU in toothpaste market.
- Grew Unilever’s value market share by 200 Bps approx. in Oral category
- Increased turnover of Deos & Grooming category by +15%
- Safeguarded Unilever’s market leadership in deodorants, despite fierce competition by P&G
Senior Brand Manager, Heart Health Functional Food
Unilever
07.2005 - 09.2008
- Launched Becel pro-activ Mini Drink 1-a-Day and built a new segment in Greek market, i.e. Probiotic Mini Drinks
- Increased Total Becel pro-activ Turnover by 10%
- Introduced a unique proposition Becel pro-activ yoghurt with authentic mastic gum (+100Bps value share)
- Successfully launched Becel pro-activ blood pressure range (1mio€ A&P budget)
Group Brand Manager Luxury Brands
Estee Lauder
07.2003 - 07.2005
- Responsible for luxury portfolio of cosmetics for Prada, R.Cavalli, G.Ferre, Nina Ricci, Orlane, Boss.
- Achieved more than 15% in group’s total turnover
Advertising Sale Executive
Conde Nast-Vogue Magazine
05.2002 - 06.2003
- Responsible for Fashion & Luxury brands clientele, i.e. Estee Lauder, High fashion brands, etc
Education
Diploma - Digital Marketing, Customer Engagement, Social Med
Emeritus Institute of Management
US03.2019
Master of Science - Marketing Management
Aston Business School
UK06.2001
Bachelor of Science - Economics & Marketing
University of Wales, Aberystwyth
UK06.2000
Skills
- 360 Integrated Marketing plans
- Award winning campaigns & activations (online & offline)
- Performance Marketing,
- CRM & Loyalty
- Marketing Automation
- Consumer Insights & Intelligence
- Excellent project management & analytical skills
- Experience in activating major global platforms like F1, Champion’s League, International Music sponsorships
Timeline
Senior Marketing Manager GCC
Heineken (MMI/Emirates Group)
04.2022 - Current
Country Marketing Manager
IKEA Al Futtaim
09.2021 - 04.2022
Head of Marketing & Innovation GCC & Export
Hunter Foods LLC
12.2019 - 09.2021
Senior Marketing Manager Heineken & International
Heineken NV
01.2015 - 11.2018
Marketing Manager Beverages & Dressings
Unilever
09.2010 - 11.2014
Group Brand Manager Oral, Deos & Grooming
Unilever
09.2008 - 09.2010
Senior Brand Manager, Heart Health Functional Food
Unilever
07.2005 - 09.2008
Group Brand Manager Luxury Brands
Estee Lauder
07.2003 - 07.2005
Advertising Sale Executive
Conde Nast-Vogue Magazine
05.2002 - 06.2003
Diploma - Digital Marketing, Customer Engagement, Social Med
Emeritus Institute of Management
Master of Science - Marketing Management
Aston Business School
Bachelor of Science - Economics & Marketing
University of Wales, Aberystwyth
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