SHAHINA JAFFER
Marketing Director
London
Summary
A Senior Consultant / Project Manager Marketing and digital asset management | Designs and implements global omni-channel brand campaigns and CSR programmes | Leads new product development and manages primary and secondary data | Delivers quality results Professional Profile Marketing Director with 15 years of international experience who has been instrumental in enabling market growth and aligning digital strategies and transformation programmes to improve customer experience. Adopts a consultative, solution-driven, and collaborative approach to internal/external stakeholder engagement, balancing priorities, and strategic goals to deliver high- quality, timely, and cost-effective results. Takes ownership of complex programme delivery, team performance and development, client/account relations, and champions innovation and service excellence.
Overview
17
17
years of professional experience
Work History
Senior Digital Consultant & Media Production Director
Private Consultancy Firm
08.2019 - Current
- Worked in partnership with a wide variety of global and UK clients, supporting business critical digital strategies, transformation programmes and resolving business challenges and requirements.
- WPP ESP | SMEs & Start-ups | CIC | Lloyds Banking Group | Banco De España | Volkswagon | Banco Santander &
- ESP TV | Samsung
- Conduct competitive and market research to identify trends, growth opportunities for business owners, entrepreneurs, CEOs, investors, and other top stakeholders
- DeFi ecosystem design, web3 and bespoke Blockchain Marketing to effectively drive engagement
- Develop the strategic brand plan for UK and key international markets across all verticals to build and grow a contract pipeline
- Communicated with product managers and UX designers to translate project requirements and business objectives into polished user interfaces.
- Specialising in; Marketing, BI & Measurement, Business Growth Planning, Digital optimisation, and transformation
- Steering bids and change management projects
- Overseeing Service Design and public relations and significantly enhancing processes associated to social media, video editing and the production of marketing material.
- Used Agile planning principles to deliver tailored solutions that met customer requirements.
- Used Agile Scrum model to deliver solutions with high level of flexibility and adaptability.
Global Digital Asset Manager
Glaxo Smith Klein, DAM, FTC
02.2017 - 01.2019
- DAM - Managed global digital transformation projects in the consumer goods and pharmaceutical businesses
- Created digital roadmaps as well as manage large remote teams and third-party agencies to led and optimised UX and UI insights and strategy
- Managed the migration of 550k digital assets
- Implemented the first global asset resource and in-house printing service (saving £1.4 million in the first year), created the first app-based on-demand marketing resource tool for consumer brands.
- Coordinated with creative team to generate dynamic marketing content and communication tools for promotional campaigns.
- Boosted brand awareness and generated leads while managing internal and external marketing campaigns and programs.
Omni Channel Marketing Manager
Direct Line Insurance Group
06.2015 - 01.2017
- Omni-channel campaign strategic planning and digital strategy optimization to drive high levels of brand stand-out, consumer retention, engagement, and accelerated growth
- SEO: Social: PPC: VOD: Display: Google analytics: MTV & cohort A/B split testing: KPIs include DR, LTV, CTR, and sales conversion CRO
- Data management and direct marketing
- Collaboration across functional lines with key internal and external stakeholders and partners Media preparation TTL is dedicated to improving user experience and sharing best practises
- Creation of a TTL/omni-channel media model including radio, delivered UX improvement and more interaction with traditional media and resulted in an increase in brand efficacy of 6% year on year.
Senior Global Consumer Insight Manager
Unilever, FTC
05.2014 - 05.2015
- Supporting global food category growth by generating consumer, shopper, and market insights to drive Dressing’s category development in key global markets Managing BI for portfolio selection and investment decisions
- Identifying consumer and market trends and leveraging them to deliver strategic opportunities for the business
- Increased Hellman’s brand footprint by penetrating new markets in Australia and Southeast Asia
- Used advanced research methodology and multiple data sources to add value to the business in areas such as media/advertising, brand tracking, positioning, and development
- Global U&A studies and shopper behavioural insights
- Improvements to the NPD and ATL processes
- Introduced the first neuroscience food study to the category.
Consultant & project manager
Innovative Business Consultancy
01.2014 - 05.2014
Interim Head & Senior Pricing and insight manager
World Duty Free Group, FTC, Kraft
11.2012 - 05.2014
- 8+ Categories, 250k brands Key Partners Included, | JTI | Diageo: | Guerlain | P&G | Estee Lauder | Ferrero | L’oreal |
- Luxottica | Fortnum & Mason Managed 256 retail outlets and fuelled an insight centric global vision – drove category growth, innovation, digital optimisation, best practice, and a rapid commercial growth strategy
- Forecasting, consumer trends & data, media, destination targeting, competitor and partner landscape, global framework agreements and tenders
- Introduced new reporting dashboard CRM database and improved airport partners quarterly service metrics by 35% resulting in a global uplift of 32% in NPS score.
Category Marketing & Activation Manager
Johnson & Johnson Acuvue, FTC
11.2010 - 02.2012
- Formulated the EMEA Regional Customer and Shopper agendas and category plans, strategy, and marketing assets to meet business growth objectives
- Delivered innovative, insight-based activation – maximised the customer toolkit and owned the media and formulating engagement strategy with top-tier retailers
- Led planograming, range reviews and category trials to increase brand stand-out and engagement.
Marketing Activation Manager
Nestle, FTC
01.2009 - 08.2010
- Managed listings, range reviews, category strategy plans and joint/strategic business plans for all retail and wholesale accounts
- Presented to leadership teams, led incentives and value generation business plans resulting in increased market share (sales uplift of 52%)
- Synergised activity with wholesale and retail channels saving £240k and developed tools to assist independent retailers.
Global Marketing Manager
Western Digital Cooperation, FTC
02.2008 - 01.2009
Customer Marketing Executive
Unilever
11.2004 - 12.2007
Education
Professional Postgraduate Diploma -
University of Arts
BA Hons - Marketing & Advertising
UAL
Diploma - Art & Design
UAL - Central Saint Martins
4‘A’ Levels -
Brooklands College
Skills
Performanceundefined
Timeline
Senior Digital Consultant & Media Production Director
Private Consultancy Firm
08.2019 - Current
Global Digital Asset Manager
Glaxo Smith Klein, DAM, FTC
02.2017 - 01.2019
Omni Channel Marketing Manager
Direct Line Insurance Group
06.2015 - 01.2017
Senior Global Consumer Insight Manager
Unilever, FTC
05.2014 - 05.2015
Consultant & project manager
Innovative Business Consultancy
01.2014 - 05.2014
Interim Head & Senior Pricing and insight manager
World Duty Free Group, FTC, Kraft
11.2012 - 05.2014
Category Marketing & Activation Manager
Johnson & Johnson Acuvue, FTC
11.2010 - 02.2012
Marketing Activation Manager
Nestle, FTC
01.2009 - 08.2010
Global Marketing Manager
Western Digital Cooperation, FTC
02.2008 - 01.2009
Customer Marketing Executive
Unilever
11.2004 - 12.2007
Professional Postgraduate Diploma -
University of Arts
BA Hons - Marketing & Advertising
UAL
Diploma - Art & Design
UAL - Central Saint Martins
4‘A’ Levels -
Brooklands College
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