Summary
Overview
Work History
Education
Skills
References
Timeline
Generic

Anthony Pascal Atta-Fynn

Tema

Summary

An accomplished Marketing Professional with a strong bias to Marketing Research, Monitoring & Evaluation who has made a recent switch to Law. Experienced in data collection, market analysis and deriving insights. Strong background in assessing project performance to optimize outcomes.

Overview

29
29
years of professional experience

Work History

Legal Associate

Alliance Law Unlimited
12.2020 - Current
  • Consult with clients to ascertain the details and merits of each case.
  • Conduct research using legislation, case law, and other legal texts as sources to decide on a modus operandi.
  • Draft legal texts, including court processes, reports, and contracts.
  • Review contracts and other legal documents and advise Clients accordingly.
  • Represent clients at meetings, hearings and trials.
  • Perform Company secretarial duties for Clients.
  • Ensure that data obtained during interactions with clients remain confidential and are stored securely.

Director, Marketing & Business Development

Marie Stopes International Ghana
04.2016 - 02.2019
  • Ensure that each of the Directorate’s four departments (Marketing, Social Marketing, Monitoring & Evaluation and Call Centre) delivers its results to plan and to time.
  • Develop a strong understanding of the operational, technical and professional challenges within each of the four departments within the Directorate and the ability to intervene in a timely manner to ensure smooth operational functioning.
  • Provide professional leadership in terms of challenge and support for each department, be that marketing, business analysis, innovations or communications technology services.
  • Provide leadership and guidance to the Directorate; motivate and coach departmental staff members and direct reports in particular; ensure that all departmental members operate with a high degree of accountability and professionalism.
  • Set and regularly review departmental KPIs and KPIs for direct reports. By working through direct reports ensure that all team members have updated KPIs that are regularly monitored and discussed; ensure that all MSIG HR policies and procedures are adhered to.
  • Ensure appropriate succession planning within the department.
  • Ensure a high degree of cooperation, coordination and participation in the activities of other departments.
  • Develop tracking systems (e.g. dashboards) to track key performance areas on a monthly basis; use data to inform decision-making, policy, and allocation of technical resources.
  • Manage recruitment, team motivation, and support of personal and professional development of all directorate staff in collaboration with the Director of Human Resources.
  • Lead on the selection and recruitment of Directorate team members, alongside HR; ensure the availability of all relevant staff, participate in interviews and contract negotiations with these professionals as needed.
  • Ensure the structure of the Directorate is fit for purpose and that all roles and responsibilities are relevant to the needs and demands of MSIG and clearly communicated to team members.
  • Ensure that Directorate (and activity, donor and other) budgets are accurate, well-monitored, expenditure per activity plans and priorities are fully compliance with internal MSIG financial requirements.
  • Actively participate as a senior level member of a Senior Management Team in leading MSIG as a whole.
  • As one of MSIG’s leaders, role model good leadership behaviours, play a part in supporting the development of the organization and its leadership culture, and, in particular, work closely with the Country Director, SMT, and Regional Managers, support the development of organizational annual & strategic business plans.

Communications Specialist

National Targeting Unit (Ghana National Household Registry)
05.2015 - 04.2016
  • To develop and implement strategies to communicate and promote the objectives ad goals of the NTU.
  • Oversee the design and production of a National Public Information Campaign and associated materials (TV, Radio Adverts Informercials etc).
  • Lead the preparation of a national communication pan for the National Targeting Process.
  • Establish guidelines for the design and oversee the production of printed materials (such as posters and brochures) to be used by Partner Organizations in the field.
  • Supply of printed materials to the Partner Organizations for distribution in target districts/ regions.
  • Supervise the implementation of the Public Information Campaign at the regional and district level.
  • Collaborate with all stake holders to develop and implement a good internal and external communication strategy.
  • Compile data from a wide variety of sources for the purpose of monitoring issues related to the NTU.
  • Coordinate media and public relations for the purpose of assisting as district liaison with various community groups.
  • Develop and maintain strategic networks of people and institutions to disseminate NTU related news and information.
  • Maintain information updates for the NTU website for the benefit of other Social Protection Programmes.
  • Work closely with other relevant functions in monitoring communication activities.

Head, Consumer Planning & Research

Guinness Ghana Breweries Ltd
09.2013 - 12.2014
  • To ensure consumer is at the heart of the brand (& customer) teams.
  • Support development of brand & implementation of brand strategy and communication through facilitating a deep understanding of the consumers (GAME planning).
  • Insight development through rigorous use of 5I's tool.
  • Work closely with the brand teams to ensure that market and consumer insight drives the brand strategy and marketing activity; evaluating marketing activity; GAME planning & managing continuous brand tracking and feedback.
  • Manage, monitor, interpret and communicate trade data (including local trends and sales trends); portfolio planning (including ConsumerScope segmentation, pricing etc.) and ad hoc data to the business (marketing, customer marketing, strategy).
  • Work closely with the innovation team to develop, test and evaluate new concepts, products or brand extensions for the market.
  • Proactively searches & spins knowledge, ideas and capabilities.

Consumer & Market Insight Head, Central Africa

Unilever Central Africa Region
01.2009 - 08.2013
  • Responsible for the delivery of the Brand Building business partner’s insight workplan (Marketing/Customer Directors). This includes leverage of local market and shopper insight, modelling & analytics and media research.
  • Key Countries : Nigeria, Kenya, Ghana, CDI.
  • Provide superior consumer and customer insight to guide activation, shopper and customer decisions.
  • Develop and implements local Strategic Understanding Plan for the country.
  • Ensure local consumer intimacy.
  • Align local insight workplan with regional requirements.
  • Provide local category and brand performance measurement and competitor reviews.
  • Assess and diagnose issues with category/brand performance and recommend remedial action.
  • Translate research into business decisions, providing key insights and advice to management.
  • Influence market/customer strategies by providing insights through a wide variety of data sources.
  • Manage research programs for activation projects including assessing in-market effectiveness.
  • Feed local consumer and shopper insight into regional/global brand innovation and communication projects.
  • Develop insight into local category/market ‘white space’ (looking at trends, consumer buying & shopping behaviour, media habits, market information etc).
  • Develop local category learning on effectiveness of the marketing mix.
  • Ensure that market/consumer knowledge is shared, understood and acted upon within the team.
  • Manage local suppliers ensuring maximum value for the business with regard to quality, timeliness and service.
  • Drive implementation of Unilever CMI best practice.

Consumer & Media Understanding Manager (Marketing Services Manager responsible for Media & Research)

Unilever Ghana Ltd
05.2006 - 12.2008
  • Manage the Consumer Insight function ensuring that business obtains leverage from all available market information (e.g. Retail Audit, other Primary/Secondary data).
  • Manage & implement total Unilever brands’ communication channel needs.
  • Manage media purchasing, media planners & contracts for research & media to ensure effective purchase including Activation.
  • Provide input on consumer understanding for effective brand development; RIC & local marketing activities/plans.
  • Together with brand & create teams, generate consumer-centric insights that inspire effective marketing activities.
  • To manage CMU-Agency-Client strategic partnership.
  • Provide a strategic context to all media plan development in conjunction with the team leaders: Marketing Director/Marketing Managers.
  • Provide a company/category overview to channel development in respective channels.
  • Support & participate in the Brand Audit & CCP process to signed-off documents.
  • Ensure plan integrity is maintained during implementation & ensure corporate negotiations are met.
  • Approve media schedules.
  • Embark on negotiation with key media houses.
  • Strive to achieve agreed negotiation targets.
  • Ensure & influence agencies to have appropriate structure & sufficient resources to deliver professional service for Unilever’s communication & research investment – including GAMPS.
  • Continuously monitor & evaluate all agencies performance.
  • Support brand teams in the development & implementation of the media section of schemes with appropriate agencies.
  • Identify and provide the market information required by the business.
  • Provide category and brand performance measurement and competitor reviews.
  • Identify business opportunities and recommend remedial action.
  • Ensure that all market information provided is accurate, timely, insightful and actionable.
  • Measure the effect of marketing activity.
  • Manage business partner relationships (Marketing, Customer & Finance), anticipating needs and providing advice on the use/application of market information and its integration in the business.
  • Manage market information suppliers ensuring maximum value for the business with regard to quality, timeliness and service.
  • Act as a key source of expertise on market information within the Category / Country, continually build own levels of knowledge and raise the level generally within the business.
  • Implement Unilever CMI best practice.
  • Maximize the efficiency and effectiveness of market information projects and analyses by:
  • Selecting the appropriate technical design (including defining the scope and nature of analyses).
  • Managing projects to time (and budget), identifying and resolving any issues during implementation.
  • Managing clients’ expectations.
  • Controlling the quality of suppliers’ work.
  • Provide constructive feedback & training in Unilever research practices to ensure outstanding work.
  • Active involvement in industry bodies to shape things in our interest.
  • Provide team leadership for the CMU department & train brand management on CMU theory & practices.

Assistant Manager, Human Resources

Western Telesystems Ltd. (WESTEL)
01.2005 - 05.2006
  • Ensure a fair benefits and compensation system is implemented for all employees.
  • Ensure a competitive benefits and compensation system is implemented for all employees through periodic research on the labour market.
  • Create job profile including requirement for job vacancies.
  • Coordinate advertising of vacancies through advertising agency, media house or recruitment agency.
  • Liaise with requesting department on shortlisting of candidates and interview schedule.
  • Coordinate interviews for potential candidates.
  • Ensure offer letter reaches selected candidate prior to start date.
  • Perform periodic Training Needs Analysis to establish training needs.
  • Provide training proposal for Executive approval.
  • Collate training vendor proposal and recommend choice vendor for Executive approval.
  • Coordinate training programs by liaising with vendors.
  • Ensure training reports are received from vendors and attendees.
  • Coordinate post training evaluation exercise.
  • Assist in re organization and internal transfer exercises.
  • Provide input for promotions and other areas that affect general organizational growth.

Marketing Officer

Western Telesystems Ltd. (WESTEL)
02.2000 - 12.2004
  • Assist in developing and implementing marketing plans.
  • Participate in the development and monitoring of advertising and promotion strategies.
  • Collect, collate and report market, economic information and competitor intelligence information.
  • Analyze up to date market information (in relation to market size, market share, demand patterns, market structure and market trends).
  • Design and undertake market research projects (including questionnaire design, sampling strategies etc.).
  • Undertake study to measure customer awareness, usage and expectations of Westel’s services.
  • Be involved with other departments’ critical decisions in the area of product planning, pricing and distribution.

Scheduling/Marketing Executive

TV3 Network Ltd.
06.1997 - 02.2000
  • Design of advertising packages.
  • Sale of commercial airtime.
  • Coordinate relationship between Advertising Agencies/ Direct Clients and TV3.
  • General supervision of Marketing and Scheduling staff.

Research Executive

Research & Marketing Services (RMS)
01.1996 - 06.1997
  • Research design in response to research briefs.
  • Supervision of data collection.
  • Data analysis to draw inferences and insights in response to research questions.
  • Report writing.

Education

Qualifying Certificate - Law

Ghana Law School
01.2020

Bachelor of Laws - LLB

Mountcrest University College
01.2018

MBA - Marketing Option

University of Ghana
01.2004

B. A. - Sociology with Economics

University of Ghana
01.1994

Skills

  • Strategic planning
  • Verbal and written communication
  • Decision-making
  • People management
  • Attention to detail
  • Data collection
  • Qualitative research
  • Interview techniques
  • Sampling methods
  • Quantitative research
  • Survey design
  • Impact assessment

References

  • Beatrice, Ofei, HR Consultant, ASPIRE-PLUS, Accra
  • Robert, Hinson, Pro Vice Chancellor, Ghana Communication Technology University

Timeline

Legal Associate

Alliance Law Unlimited
12.2020 - Current

Director, Marketing & Business Development

Marie Stopes International Ghana
04.2016 - 02.2019

Communications Specialist

National Targeting Unit (Ghana National Household Registry)
05.2015 - 04.2016

Head, Consumer Planning & Research

Guinness Ghana Breweries Ltd
09.2013 - 12.2014

Consumer & Market Insight Head, Central Africa

Unilever Central Africa Region
01.2009 - 08.2013

Consumer & Media Understanding Manager (Marketing Services Manager responsible for Media & Research)

Unilever Ghana Ltd
05.2006 - 12.2008

Assistant Manager, Human Resources

Western Telesystems Ltd. (WESTEL)
01.2005 - 05.2006

Marketing Officer

Western Telesystems Ltd. (WESTEL)
02.2000 - 12.2004

Scheduling/Marketing Executive

TV3 Network Ltd.
06.1997 - 02.2000

Research Executive

Research & Marketing Services (RMS)
01.1996 - 06.1997

Bachelor of Laws - LLB

Mountcrest University College

MBA - Marketing Option

University of Ghana

B. A. - Sociology with Economics

University of Ghana

Qualifying Certificate - Law

Ghana Law School

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Anthony Pascal Atta-Fynn