Summary
Overview
Work History
Education
Skills
Accomplishments
Certification
Languages
Relevant Courses
REFEREES
Timeline
Regina Ofori

Regina Ofori

Accra

Summary

Trustworthy and dedicated business leader and marketing professional with twenty (20) years of experience in Marketing and Communication, Product/Category Management and Profitability Management in four (4) different industries namely Fast-Moving Consumer Goods, Beverages, Telecommunication and currently in Banking. Detail-oriented team player with strong organizational skills and the ability to handle multiple projects simultaneously with a high degree of accuracy.

A commercially aware and astute marketer with a proven track record for brand, product, and category growth.

Overview

19
19
years of professional experience
1
1
Certification

Work History

HEAD,DIGITAL SALES

ECOBANK GHANA
02.2021 - Current
  • Leads to identify and evaluate internal digital products capabilities and strengths
  • Assesses external digital opportunities and threats as key inputs to making decisions on business strategy, given digital realities
  • Leads in developing digital sales business strategy, roadmap and execution that supports Commercial Banking aspirations for business segments and product
  • Manage distribution and utilization of digital products and channels by business customers and merchants within Branch Network and other Distribution channels including 3rd Parties
  • Improve Country level Commercial Banking digital sales processes and pipeline management, delivering measurable uplifts in both end-to-end customer experience and sales performance
  • Strategically partner to brand marketing function to influence and drive acquisition across digital marketing channels
  • Inspire, guide, monitor, provide and reinforce overall team performance feedback, including performance improvement for branch network
  • Built effective training and coaching strategies to optimize team performance.

GROUP DIGITAL MARKETING MANAGER

ECOBANK GROUP
01.2021 - Current
  • Lead in crafting digital marketing strategy consistent with vision, mission, and brand values to reinforce loyalty
  • Create practical / innovative ideas in support of products and segments which are based on robust consumer insights to create value
  • Support Operating Markets with planning and implantation of consumer activities to grow and retain users for key products
  • Leverage internal channels to improve visibility and increase awareness for products and services to complement other media.
  • Participated in continuous improvement by generating suggestions, engaging in problem-solving activities to support teamwork.
  • Identified issues, analyzed information and provided solutions to problems.

MARKETING MANAGER CARDS AND EBANKING

ECOBANK GROUP
05.2018 - 01.2021
  • Created brand and marketing strategies for Cards and all digital banking platforms to achieve business targets
  • Established standardized visual identity for card brand in Ecobank to reinforce and strength the product
  • Worked with Consumer Banking to attract, retain and grow users for Ecobank Mobile Application and other digital platforms like Ecobank Online with engaging and exciting marketing programs Groupwide
  • Managed and maintained working relationship between Ecobank and its key partners amongst them being International Card Schemes, Central Creative Agency, and major media partners in Africa
  • Supported product and channel teams with relevant and locally inspired marketing materials to drive on ground visibility and awareness creation
  • Inputted and supported managing of user experience working with Technology and Customer Experience
  • Participated in continuous improvement by generating suggestions, engaging in problem-solving activities to support teamwork.

HEAD MARKETING AND COMMUNICATION

VODAFONE GHANA LIMITED
03.2018 - 05.2018
  • Ensured Vodafone brand is consistently represented, and the use of brand elements regulated and approved within agreed guidelines, guarding the visual presence with no errors for brand, products and channels including website, social media handles, retail shops and content
  • Developed, optimized, and tracked annual advertising and promotions spend for marketing for visible returns on investment that was made
  • Delivered timely and accurate reports to management and group office with focus on spend variance, competitors, changes in media landscape and consumer trends that can be leveraged for growth
  • Safeguarded brand reputation and mitigated risk and potential risk, ensuing brand integrity was always maintained in line with brand promise and values.
  • Accounted for disbursement of Vodafone Ghana Marketing and Promotion spend for all businesses and products with monthly variance reports
  • Conducted annual brand research, pen testing for communication and other adhoc research to support product development and trend confirmation

HEAD, ASPIRING SEGMENT CONSUMER BUSINESS UNIT

VODAFONE GHANA LIMITED
03.2017 - 02.2018
  • Flawlessly executed overall segment strategy and end-to-end marketing plans based on customer insights to deliver agreed objectives
  • Developed short & mid-term strategies that are consistent with long- term business strategies and objective of increasing revenue and profitability
  • Acquired and managed customer value and loyalty programs to minimize churn and improve retention.
  • Ensured consumer value profile improved with product innovation and renovation
  • Leveraged consumer base understanding analytics to extract value and increase sales.

SENIOR MARKETING MGR. HIGH VALUE SEGMENT/ VF CASH

VODAFONE GHANA LIMITED
01.2016 - 03.2017
  • Increased Revenue, Contribution Margin for Segment and Mobile Financial Service
  • Led segment and mobile financial service specific projects and coordinated cross functional activities to ensure successful execution of strategy and activity roadmap.
  • Developed and maintained a high performing team and strong stakeholder management as a catalyst to effective implementation of Vodafone Cash plans Brand
  • Protected Brand integrity of Mobile Financial Service Brand across all channels and platforms.

PROPOSITIONS MANAGER MASS SEGMENT

VODAFONE GHANA LIMITED
04.2015 - 12.2015
  • Managed and optimized existing Mass Segment propositions and led the conception, development, and delivery of other new and relevant propositions, to grow Vodafone Ghana's share of Mass market,
  • Achieved differentiation with insight driven propositions that were competitive, and compelling
  • Planned and executed customer value improvement programs to grow consumer numbers and revenue
  • Supported excellence in go-to market execution and worked closely with cross functional teams to deliver on Segment's strategy

HEAD BRAND AND MARKETING COMMUNICATION

VODAFONE GHANA LIMITED
08.2014 - 03.2015
  • Ensured the Vodafone brand is consistently represented, and use of brand elements regulated and approved within agreed guidelines, guarding the visual presence with no errors for brand, products and channels including website, social media handles, retail shops and content
  • Owned and manged execution of marketing communications and events, including visual design and sponsorship activities and inputted into overall company strategy
  • Submitted timely and accurate reports to management and group office with focus on spend variance, competitors, changes in media landscape and consumer trends that can be leveraged for growth
  • Conducted bi- annual brand audits for physical touch points and quarterly audit for billboards and trade presence
  • Train and develop a reputable brand team and creative agencies who understand the essence of brand management and are worthy representatives of the brand

SENIOR BRAND AND MARKETING COMMUNICATIONS MANAGER

VODAFONE GHANA LIMITED
04.2013 - 07.2014
  • Led the Marketing Communication team to deliver insight led communication
  • Established, enhanced, and maintained Vodafone's external brand and supervised delivery of brand initiatives to ensure effectiveness of advertising (brand & tactical)
  • Controlled forecast and budget for brand, segment and sales areas working with sales data, seasonality, and planned activities
  • Built and maintained professional relationship with Vodafone's strategic partners, external advertising, and media houses positively impact delivery brand programs and intiatives

SENIOR BRAND MANAGER FABRIC CARE WEST AFRICA

RECKITT BENCKISER
09.2012 - 04.2013
  • Contributed to the formulation of innovation and renovation strategy for West Africa
  • Developed and managed cross country communication for Fabric Care in West Africa
  • Led Market development in West Africa with special focus on Ghana
  • Ensured accurate market and industry data and interpretation to drive growth and inform marketing actions

INNOVATIONS MANAGER

GUINNESS GHANA BREWERY LIMITED
03.2010 - 09.2012
  • Created a healthy innovation pipeline to deliver required volume/ value gains to enrich the company's portfolio of brands
  • Led in organizing quantitative and qualitative research for ideas and new formulations
  • Provided reports on Innovation pipeline to regional and global innovations teams and offices
  • Managed ideation and creation of brand identity for new products including but not limited to look, messaging, colours and trade presence and trademarks

BRAND MANAGER BEVERAGES/ SKIN CLEANSING

UNILEVER GHANA LIMITED
06.2005 - 02.2010
  • Drove global and regional Beverages and Skin Cleansing strategies in Ghana for seven(7) brands, five(5) of which were global brands
  • Builded and managed equity for Beverage and Skin Cleansing category for sustainable growth and market share gain
  • Translated global campaign ideas into relevant local executions to increased consideration and affinity for skin cleaning brands
  • Managed Advertisement and Promotional Spend for the category
  • Created monthly brand performance reports for local board of directors and regional teams

MEDIA / DIRECT CONSUMER CONTACT MANAGER

UNILEVER GHANA LIMITED
10.2003 - 06.2005
  • Assessed and analyzed new media & provided findings as inputs into annual brand marketing plans
  • Provided brand team with category/brand overview of quarterly media spend
  • Provided monthly media intelligence information to Brand Builders
  • Managed public relations and brand sponsorships
  • Conducted quarterly Out of Home Media Audit and traditional media channel review
  • Ensured monthly and quarterly increases in SOV/SOS for hero brands.

Education

MBA - Business Administration

Kwame Nkrumah University of Science And Technology, Kumasi
2022

Diploma - Advertising And Media Management

Institute of Advertising Ghana, Accra
2007

Bachelor of Education - Food & Nutrition

University of Cape Coast, Cape Coast
2003

Home Economics

Skills

  • Marketing Strategy
  • Brand Management
  • Advertising Production
  • Budget and Spent Management
  • Media Management and Buying
  • Project Management
  • Branded Activation & Events
  • Market Surveillance and Research
  • Agency and Stakeholder Management
  • Digital Marketing
  • Training and Development
  • Sales strategy development

Accomplishments

  • The introduction of Virtual cards, an industry first in most of Ecobank's operating markets in 2020
  • The redesign of all Ecobank Bank Cards to standardize the product brand Groupwide
  • The launch of Ecobank Mobile 4.0 with an entirely new visual identity for communication
  • The successful migration and introduction of a new Vodafone Brand identity in Ghana
  • The creation and development of the Vodafone X brand for the youth segment
  • The development of the Vodafone Cash brand and its introduction in Ghana
  • Successfully implementation of the Marketing plan for Reckitt Benckiser brands in Ghana.
  • Acknowledgement as the most Commercially Astute Marketer in Guinness Ghana Breweries in 2011
  • Execution of the biggest Mother's Day Activation in Ghana for 2 consecutive years
  • Attainment of the preferred client status for Unilever by local media houses

Certification


  • Certified Digital Marketer University of Oxford Said Business School
  • Certified Segment Marketing Trainer by the Oxford Business School
  • Certified Brand Manager – Unilever Marketing Academy
  • Certified Member of the Advertising Association of Ghana (AAG)
  • MSME Marketing Techniques and Selling Online- Certified

Languages

English
Bilingual or Proficient (C2)
French
Elementary (A2)

Relevant Courses

  • Unilever Marketing Foundations - Kenya 2008
  • Strategy for Market Upgradation – Ivory Cost 2000
  • Diageo Way of Brand Building (Execution) – Ghana 2010
  • Brand Management in Vodafone – UK 2014
  • Vodafone Way of Marketing – Ghana 2014
  • Scrum project management and delivery -2020
  • Driving business growth through customer experience -2020
  • MSME Training (Marketing Techniques/ Selling Online)- 2021

REFEREES

Available upon request

Timeline

HEAD,DIGITAL SALES - ECOBANK GHANA
02.2021 - Current
GROUP DIGITAL MARKETING MANAGER - ECOBANK GROUP
01.2021 - Current
MARKETING MANAGER CARDS AND EBANKING - ECOBANK GROUP
05.2018 - 01.2021
HEAD MARKETING AND COMMUNICATION - VODAFONE GHANA LIMITED
03.2018 - 05.2018
HEAD, ASPIRING SEGMENT CONSUMER BUSINESS UNIT - VODAFONE GHANA LIMITED
03.2017 - 02.2018
SENIOR MARKETING MGR. HIGH VALUE SEGMENT/ VF CASH - VODAFONE GHANA LIMITED
01.2016 - 03.2017
PROPOSITIONS MANAGER MASS SEGMENT - VODAFONE GHANA LIMITED
04.2015 - 12.2015
HEAD BRAND AND MARKETING COMMUNICATION - VODAFONE GHANA LIMITED
08.2014 - 03.2015
SENIOR BRAND AND MARKETING COMMUNICATIONS MANAGER - VODAFONE GHANA LIMITED
04.2013 - 07.2014
SENIOR BRAND MANAGER FABRIC CARE WEST AFRICA - RECKITT BENCKISER
09.2012 - 04.2013
INNOVATIONS MANAGER - GUINNESS GHANA BREWERY LIMITED
03.2010 - 09.2012
BRAND MANAGER BEVERAGES/ SKIN CLEANSING - UNILEVER GHANA LIMITED
06.2005 - 02.2010
MEDIA / DIRECT CONSUMER CONTACT MANAGER - UNILEVER GHANA LIMITED
10.2003 - 06.2005
Kwame Nkrumah University of Science And Technology - MBA, Business Administration
Institute of Advertising Ghana - Diploma, Advertising And Media Management
University of Cape Coast - Bachelor of Education, Food & Nutrition

Similar Profiles

CREATE PROFILE
Regina Ofori