Wilfred Mendonca

• Key Responsibilities & Achievements:
  Channel Strategy & Sales Growth:
• Led trade marketing and Q-commerce strategy across UAE & KSA, increasing brand visibility and sales through targeted campaigns, in-store branding, and digital shelf optimization.
• Strategic Partnerships & Listings: Negotiated and secured partnerships with key aggregators (e.g., Talabat, Deliveroo, Noon and Careem to enhance product listings and drive performance.
• Campaign Management: Successfully launched new products and seasonal campaigns (Ramadan, Summer) with influencer collaborations, achieving a 40% sales uplift during peak periods.
• E-Commerce Optimization: Improved catalog structure, SEO, and promotional planning across platforms, leading to higher conversion rates and discoverability.
• Performance Tracking: Conducted ROI analysis and performance reviews to optimize marketing spend and maximize profitability.
• New Product Development (NPD): Collaborated with cross-functional teams to ensure seamless product launches and merchandising execution.
• Merchandising & Promotions: Developed activation plans to drive Average Transaction Value (ATV) and customer engagement.
• Key Achievements:
• Successfully launched House of Pops on major aggregators, achieving 30% MoM sales growth.
• Led high-impact trade campaigns during Ramadan and summer, delivering 40% sales uplift.
• Built and optimized the digital shelf presence across all aggregator platforms, improving brand positioning and conversion.

• Core Responsibilities
• Strategy & Budgets: Built and managed $10M annual marketing budget for grand openings, media (radio/print/OOH), and regional promotions.
• Product Innovation: Launched Happiness Pack and Celebration Pack GCC-wide.
• Digital & Social: Led social media strategy, influencer activations, and PR via local agencies to boost engagement + brand awareness.
• Data-Driven Execution: Tracked campaign RTI, closing volume gaps through actionable insights.
• Vendor Partnerships: Negotiated with third-party agencies to optimize productivity and reach.
• Key Achievements
• Revenue Growth: Launched 31% off Take Home Packs campaign, doubling category revenue in 2 years.
• E-Commerce Expansion: Spearheaded home delivery & aggregator partnerships during COVID, contributing 20% to UAE sales.
• Award-Winning Campaigns: Executed Caramel Festival (GCC’s largest BR campaign), managing $2M+ prizes with zero complaints (GICC award winner).

• Core Responsibilities
• Digital & Trade Marketing: Led social media, e-commerce, and BTL campaigns for MENA region
• Brand Management: Oversaw Baskin Robbins MENA & Dunkin Qatar marketing strategy and execution
• Retail & HORECA Marketing: Managed supermarket branding, kiosk designs, promo packs, and POS materials
• Agency Collaboration: Developed creative/media briefs and managed timelines with partners
• Key Achievements
• Successfully launched Baskin Robbins at Dubai Parks & Resorts, earning execution excellence award
• 10+ strategic partnerships (Etisalat Smiles, Entertainer, Cobone etc.) boosting footfall & ATV

Core Duties:

• Led end-to-end campaign rollout (UAE/KSA/ROG)
• Managed marketing budget with strict cost control
• Developed performance dashboards (daily/weekly/monthly)
• Analyzed footfall drivers to optimize marketing ROI
• Key Results:
• Boosted sales through innovative Discount Coupon & Happiness Booklet programs
• Standardized BTL campaign execution across 3 markets

• Production Scheduling: Ensured timely development and delivery of marketing materials by closely monitoring production timelines.
• Workflow Optimization: Partnered with department manager to prioritize tasks and improve operational efficiency.
• Quality Assurance: Reviewed print specifications and file formats with internal teams and vendors to guarantee accurate execution.