Summary
Overview
Work History
Education
Skills
Affiliations
Languages
Timeline
Lynelle James

Lynelle James

Viby J

Summary

I have over 12yrs of Marketing experience, with a special focus in the last 4yrs on Digital marketing. I have worked across 3 different countries with a strong ability to navigate within matrix organization. I am a self-driven and goal orientated individual, who will take the lead and use my initiative when necessary.

Overview

12
12
years of professional experience

Work History

Digital Product Marketing Manager

The LEGO Group
04.2020 - Current
  • Grow Audience for Digital Product (LEGO Building Instructions & Family Club)
  • Develop Go To Market Strategy & Planning
  • Marketing across Owned, Earned and Paid
  • Development & tracking of OKRs
  • Global toolbox that addresses the marketing funnel (awareness, interest, consideration & purchase/download)
  • User Acquisition & App Store Optimization planning
  • Performance tracking, turning insights into actionable outcomes
  • Recommend & Influence User Journey Optimization


Global Brand Manager

ARLA
04.2017 - 04.2020
  • Responsible & accountable for Global Brand Performance & Growth
  • Facilitates optimal GTM strategies in markets/channels, including Global Toolbox development
  • Develop & drive implementation of Global Brand & Brand strategies
  • Secure strong buy-in in local markets & supply chain
  • Executes on global initiatives, facilitates & ensures implementation in markets
  • Developing, monitoring & analysing of business cases
  • Ensure local market buy-in & consistent execution of brand across all touchpoints
  • Understand shopper behavior/insights which forms the basis of shopper marketing campaigns


Regional Marketing Manager (GCC)

Abu Issa Holding (SBGC)
05.2016 - 03.2017
  • Local Market strategy including GTM planning across various brands
  • Develop & influence Business case (including pricing structures)
  • Local market Audience Understanding & research
  • Assortment Analysis including forecasting & Buying
  • P&L Accountability
  • Development of local market activations
  • Input into yearly Global Guidelines

Coty Regional Brand Manager

ASCO
08.2014 - 04.2016
  • Develop local marketing and retailer strategies
  • Local execution of Global plans, tailored to local insights
  • Sell-in to retailers, press & sales force
  • ATL & BTL execution
  • Stakeholder Management with creative agencies & Global HQ
  • Implementation of promotional strategy across various retailers
  • P&L ownership
  • Pricing & Assortment analysis

Marketing Specialist

MTN
06.2012 - 08.2014
  • Assisted in the development of Global Toolbox which included: TV, Radio, Print, Activations, Retail, BTL, Digital and Direct Marketing
  • Support Trade Marketing
  • Understanding of Audience Segments & input into segmentation research
  • Develop and oversee implementation of all marketing messages within retail store environments
  • Assisted in Development and Project Manage Activation strategy
  • Management of Retailer Roadmaps & Business Plans
  • Campaign Management & Project Planning

Brand & Marketing Graduate

MTN
05.2011 - 05.2012
  • Assist with Toolbox creation: TV, Radio, Print, Activations, Retail, BTL, Digital and Direct
  • Focus on Retention & Direct Marketing
  • Campaign Management & Planning
  • Assist with Media Buying & Planning
  • Assist and support Marketing & Communication Manager
  • Budget tracking
  • Input into Roadmap Planning & execution

Education

BComm (Masters) - Marketing

University of KwaZulu Natal, South Africa
2009

Social Science - Marketing

University of KwaZulu Natal, South Africa
2008

Skills

  • Strategic thinker that can move projects forward while bringing stakeholders along the journey
  • Passionate team player
  • Audience first mindset
  • Ability to manage cross functional stakeholders
  • Effective communicator at all levels
  • Able to remain fluid & pivot plans based on the final destination/goal

Affiliations

Co-Marketing Lead of TEDx Aarhus

Languages

English
Native language
Danish
Intermediate
B1

Timeline

Digital Product Marketing Manager - The LEGO Group
04.2020 - Current
Global Brand Manager - ARLA
04.2017 - 04.2020
Regional Marketing Manager (GCC) - Abu Issa Holding (SBGC)
05.2016 - 03.2017
Coty Regional Brand Manager - ASCO
08.2014 - 04.2016
Marketing Specialist - MTN
06.2012 - 08.2014
Brand & Marketing Graduate - MTN
05.2011 - 05.2012
University of KwaZulu Natal - BComm (Masters), Marketing
University of KwaZulu Natal - Social Science, Marketing

Similar Profiles

CREATE PROFILE
Lynelle James