Frank Mickson-Yeboah
Brand Strategist
Tema,Greater Accra
Summary
Accomplished professional with extensive expertise in business planning, strategy development, and customer insights management. Proven track record in CX management, brand management, and CRM. Adept at product lifecycle management, new product development, and marketing communications. Skilled in corporate communications, PR, advertising, event planning, market research, and negotiation. Committed to driving business growth through innovative strategies and comprehensive market analysis.
Overview
15
15
years of professional experience
2011
2011
years of post-secondary education
Work History
Growth Brands Manager
Somotex Gh. Ltd - Subsidiary of Mohinani Group
Accra
12.2023 - 10.2024
- 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
Accra
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
Accra
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
Accra
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
Accra
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
Accra
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
Brand Preposition Management -
Academy of Innovative Marketing
PLM, NPD And Project Management - undefined
Cheeky Monkey Business Solutions
Marketing Development Propositions - undefined
Strata Bridge Consult
Professional Diploma in Marketing - undefined
Ghana School of Marketing (CIMG)
CIM Professional Diploma in Marketing - undefined
Ghana School of Marketing (CIMG)
LCCI Level 3 Group Diploma in Marketing - undefined
Ghana School of Marketing (CIMG)
High School Diploma - undefined
Akosombo International School
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
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Timeline
Growth Brands Manager
Somotex Gh. Ltd - Subsidiary of Mohinani Group
12.2023 - 10.2024
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
PLM, NPD And Project Management - undefined
Cheeky Monkey Business Solutions
Marketing Development Propositions - undefined
Strata Bridge Consult
Professional Diploma in Marketing - undefined
Ghana School of Marketing (CIMG)
CIM Professional Diploma in Marketing - undefined
Ghana School of Marketing (CIMG)
LCCI Level 3 Group Diploma in Marketing - undefined
Ghana School of Marketing (CIMG)
High School Diploma - undefined
Akosombo International School
Brand Preposition Management -
Academy of Innovative Marketing
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