Frank Mickson-Yeboah
Tema
Summary
A Serial Entrepreneur, Professional in delivering Objectives, Goals and Plans, Good Communication and Analytical Skills, Team player, Innovative, Pro- active, Calculating risk-taker, Good Application of Microsoft Word, Excel and Power Point.
Overview
15
15
years of professional experience
Work History
Group Brands Manager
Somotex Gh. Ltd - Subsidiary of Mohinani Group
12.2023 - Current
- Develop Category Strategy & drive synergy with Overall Business Strategy and Vision.
- Lead Category & Product Rationalization, assortment planning and shortlisting whilst ensuring healthy growth margins.
- Drive Category forecasting and Sell-out to deliver on set sales target (Quantity & Value) whilst ensuring enhanced Customer / Shopper Experience.
- Recommend Category Pricing Policy, ensuring brands are competitive all year round whilst driving relentless Customer/ Shopper/ User experience.
- Develop Category SOP's Work Plans, Support Systems and oversee key projects, performance reports and adherence to maximise output whilst improving Customer / Shopper / User Experience all year round.
Group Marketing Manager - CSS
Mohinani Group
06.2019 - 11.2023
- Developing Marketing Strategy for each Business Unit and drive synergy with overall group strategy.
- Developing Group Marketing Policies, SOPs, Work plans, Supporting Systems and Oversee key projects, processes and performance reports, monitor adherence to process and procedure to maximize output.
- Developing Marketing Plans & Budget for each Business Unit and drive its implementation whilst ensuring growth in reach-to-visit conversion and visit- to-lead conversion.
- Marketing Team Lead overseeing strategy implementation and ensuring customer retention, driving customer/shopper feedback to improve brand usage, image, reputation and house-hold penetration.
- Responsible for Approving, Monitoring, Evaluating and Reviewing Marketing budget versus actual spend to improve cost per conversion, facilitate brand growth and maximize output.
- Provide Accurate Data, Insight and Micro Trends to Executive Team on Marketing Spend, Consumers, Competition, and Market Trends from adhoc market intelligence and formal research programs.
- Champion development of new business opportunities, partnerships, sales pitch, product presentations and demos for private and public stakeholders.
- Liaise with Corporate Affairs and Business Relations to coordinate stakeholder engagement activities including developing strategies and planning Group CSR Activities.
- Providing leadership and direction on New Product Introductions and launch.
- Managing the brand and marketing team(internal & external agencies) whilst nurturing skill set/talent through coaching and training.
- Successfully managed Marketing Activities to deliver average Visit-to-lead conversion of 78% and Lead-to-customer conversion of 30% month-on-month.
Marketing Manager
Somotex Gh. Ltd - Subsidiary of Mohinani Group
03.2014 - 06.2019
- Developing Brand and Communication Strategies to deliver profitable growth.
- Participate in developing, administering, directing and coordinating all Advertising and Promotional activities for all brands to propel brand to attain good percentage of household penetration, consumer association, likeness and patronage.
- Oversees key projects, processes and performance reports, monitors adherence to process and procedure to maximize output.
- Develop, review, update and implement business strategic planning, marketing activity performance and new product development.
- Develop Consumer insights and develop tactical approach to drive brand to command leadership in the Electronics & Consumer durables industry.
- Recommend Advertising copy strategies and implement whilst ensuring positive impact at all times and delivering profitable growth.
- Review and Approve Marketing budget and plans to meet requirements for sales planning.
- Provide Accurate Data, Insight and Micro Trends to Vice President and Product Managers on Consumers, Competition and Market Trends from formal research program and adhoc market intelligence.
- Recommend Innovative and benefit tailored actions and marketing activities to help achieve sales targets
- Providing leadership and direction on New Product Introductions and launch.
- Managing the brand and marketing team(internal & external agencies).
- Training and coaching brand and marketing team (incl. FSM).
- Successfully launched 4 key products (LG Evercool Refrigerator, LG OLED Curved TV, LG Mosquito Away AC & LG Gencool AC) within 3 categories (Ref/FPD/AC) of Consumer durables (Electronics) in Ghana with strategic approach to offer consumer benefit and tailored solutions.
- Successfully provided leadership, developed and managed the Awareness Drive Plan to nurture & grow the ‘Bruhm’ brand in Ghana with relevant media channels (Traditional & New Media) through customer/shopper engagement schemes and campaigns.
Brand & Customer Acquisition Manager
Jade E-Services Gh. Ltd
01.2013 - 12.2013
- Developing Brand and Communication Strategies to deliver profitable growth whilst ensuring a high level of customer / shopper / user experience.
- Participate in developing, administering, directing and coordinating all Advertising and Promotional activities for the business to propel the brand to attain a good percentage of household penetration, consumer association, likeness and patronage owning from the unique experiences from customers / shoppers and users.
- Developing Advertising and Promotional Plans for both offline and online platforms to propel the brand to attain a good percentage of household penetration, consumer association, likeness and patronage.
- Develop consumer insights and develop tactical approach to drive the brand to command leadership in the Online Food Ordering and delivery industry.
- Develop, review, update and implement business strategic planning, marketing activity performance and new product development.
- Review Marketing budget and plans to meet requirements for sales planning.
- Recommend Price strategies (delivery) and implement whilst ensuring charges are competitive at all times and delivering profitable growth.
- Provide Accurate Data, Insight and Micro Trends to Country Director and CEO on Consumers, Competition and Market Trends from formal research program and adhoc market intelligence.
- Managing Customer service personnel and dispatch team to ensure a high standard of customer / shopper and user experience.
- Training and coaching customer service personnel and dispatch team to ensure clarity in the delivering mind-blowing customer / shopper and user experience.
- Successfully enrolled 2500+ registered Customers to patronize hellofood services daily within 9 months of introduction in Accra.
- Successfully launched (Soft Launch) Hellofood in Ghana with breakthrough thinking and tactical approach to influence the cooking and eating habits of Ghanaians in the ABC socio-economic grouping.
Marketing Officer - Brand & Product Management
BonVi I.A.W.L Gh. Ltd - Subsidiary of Amway
06.2011 - 10.2012
- Developing Brand and Product Strategies to deliver profitable growth.
- Developing Advertising, Promotional Plans and Communication strategy to propel brand to attain good percentage of household penetration and consumer association and likeness.
- Develop consumer insights and build on them to drive brand to command leadership in Personal Wash.
- Recommend Price and Packaging strategies and implement whilst ensuring products are competitive at all times and delivering profitable growth.
- Provide Accurate Data, Insight and Micro Trends to Marketing Director on FMCG brands, Competitors and Market Trends from formal research program and adhoc market intelligence.
- Managing marketing team (National).
- Training and coaching marketing team.
- Successfully redefined and developed Brand Proposition and Positioning Strategy through breakthrough thinking to deliver step change consumer promise and ambition for Strategic Products (Antibac Soap, G&H Facial Soap, Drinks and Laundry Powder).
- Successfully developed inspiring and unique awareness creation campaigns to relentlessly promote brand and all strategic product lines to attain ‘I will try’ status from consumers.
Assistant Brands Manager - Personal Wash
PZ Cussons Gh. Ltd
11.2009 - 03.2011
- Planning and Execution of Brand Plans (5YP & YOY)in line with Personal Wash Category and Brand Strategy.
- Monthly Sales forecast review(S&OP)on Personal Wash Brands.
- Provide Accurate Data, Insight and Micro Trends to Category Manager on Personal Wash Brands, Competitors and Market Trends from formal research programme and adhoc market intelligence.
- Recommend and Implement Pricing Policy for Personal Wash Category ,ensuring that Brands are competitive at all times and delivering profitable growth(P&L).
- Recommend Innovative and benefit tailored actions and marketing activities to help achieve atleast 90% of sales targets.
- Providing leadership and direction on NPD Projects.
- Championing and Spearheading NPD Projects.
- Managing and coaching team of brand Assistants.
- Successful managed Personal Wash Category to deliver average of 31% gross margin year on year.
- Successfully launched Carex Hand Wash and Antibacterial Hand Gels to consistently deliver average gross margin of 60% and to help PZ Cussons own hand wash segment in Ghana.
- Successfully Launched 3 variants of Imperial Leather Shower gels to Trade to help PZ Cussons own Shower gel segment in Ghana.
Education
No Degree - Brand Preposition Management
Academy of Innovative Marketing
Kenya - East Africa10.2010
No Degree - PLM, NPD And Project Management
Cheeky Monkey Business Solutions
UK09.2010
No Degree - Marketing Development Propositions
Strata Bridge Consult
UK09.2009
Professional Diploma in Marketing - Marketing
Ghana School of Marketing (CIMG)
Accra - Ghana11.2008
CIM Professional Diploma in Marketing - Marketing
Ghana School of Marketing (CIMG)
Accra- Ghana11.2008
LCCI Level 3 Group Diploma in Marketing - Marketing
Ghana School of Marketing (CIMG)
Accra - Ghana03.2006
High School Diploma -
Akosombo International School
Akosombo - Ghana06.2004
Skills
- Business Planning
- Strategy Development
- Customer / Shopper / User Insights Build Management
- CX Management
- Brand Management
- CRM
- Product Lifecycle Management
- New Product Development
- Marketing Communications
- Corporate Communications
- PR
- Advertising
- Event Planning
- Market Research
- Negotiation
Timeline
Group Brands Manager
Somotex Gh. Ltd - Subsidiary of Mohinani Group
12.2023 - Current
Group Marketing Manager - CSS
Mohinani Group
06.2019 - 11.2023
Marketing Manager
Somotex Gh. Ltd - Subsidiary of Mohinani Group
03.2014 - 06.2019
Brand & Customer Acquisition Manager
Jade E-Services Gh. Ltd
01.2013 - 12.2013
Marketing Officer - Brand & Product Management
BonVi I.A.W.L Gh. Ltd - Subsidiary of Amway
06.2011 - 10.2012
Assistant Brands Manager - Personal Wash
PZ Cussons Gh. Ltd
11.2009 - 03.2011
No Degree - Brand Preposition Management
Academy of Innovative Marketing
No Degree - PLM, NPD And Project Management
Cheeky Monkey Business Solutions
No Degree - Marketing Development Propositions
Strata Bridge Consult
Professional Diploma in Marketing - Marketing
Ghana School of Marketing (CIMG)
CIM Professional Diploma in Marketing - Marketing
Ghana School of Marketing (CIMG)
LCCI Level 3 Group Diploma in Marketing - Marketing
Ghana School of Marketing (CIMG)
High School Diploma -
Akosombo International School
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