MINU VIJAY GEJL
Brand Strategy And Activation
Copenhagen
Summary
Motivated, curious and ambitious brand & product expert, with 10+ years of experience in brand strategy, B2B marketing, sales, and product marketing.
Overview
15
15
years of professional experience
2
2
Languages
Work History
BRAND ACTIVATION PARTNER
SÆTHER
08.2024 - Current
- Ensuring excellent In-store brand activation for GUCCI, Burberry and Chloe fragrances, & Kylie Cosmetics.
- Executing retailer-specific brand and product launches
- Optimising in-store customer journey from start to end.
- Working with retail chains to ensure cohesiveness between retailer guidelines and brand DNA
- Ensuring market share and sales performance through in-store animations and promotions.
- Presenting trade plans and brand strategy to field team and local retailers
- Planogram/assortment optimisation tailored to each retailer
- Booking and execution of in-store events, animations & podiums
- Materials, guidelines & approval for all instore activities such as events, podiums and animations (promo tables, lightboxes, instore digital screens, windows etc).
COMMERCIAL BRAND MANAGER
SÆTHER
Copenhagen, Capital Region
05.2022 - 07.2024
- Brand Manager for SHISEIDO GROUP comprising Shiseido, Issey Miyake, Narciso Rodriguez and Zadig & Voltaire. Successfully launched SHISEIDO’s largest campaign to-date with celebrity face Anne Hathaway in the Danish market.
- Responsible for brand strategy and profit & loss for Shiseido group in the Danish market
- End-to-end ideation, development and execution of omni-channel marketing campaigns
- 138% YTD 2023 growth on most commercial EE line
- Implementing and managing ASP budget & spend 15 mio DKK
- Ensuring market share and sales performance - Top 10 ranking in Matas
- Market meetings to develop strategy with local retailers
- Media buying for OOH, digital, social and print
- Updating space and optimising assortment across retailers
- Optimising brand awareness and sales across all channels
- Launching BIG BETS with 360 execution
- Nordic collaboration to execute global brand strategy locally
- Cross- functional collaboration with Key Account, Sales, and Purchasing to achieve monthly and yearly targets
- Campaign planning to maximise sell-in and sell-out.
- Spearheading local PR strategy for Big Bets and strategic launches
- Forecasting and demand planning (saleable and FOCs)
- Generating creative POS and supporting materials for trade and digital campaigns
- Developing marketing & communication material aligned with brand DNA for local market
NORDIC BRAND MANAGER
SCANDINAVIAN COSMETICS
Copenhagen, Capital Region
04.2018 - 04.2022
- Brand Manager for 6 beauty brands across the Nordics. Brands include both skincare and fragrances- CLEAN, OSKIA London, James Read, Rodial, Verso, Carven Perfumes. Successfully launched OSKIA into 50 Matas stores as an exclusive brand and built brand awareness and visibility through a cohesive digital and trade strategy.
- Brand strategy and P&L responsible for 6 brands in Nordic market
- Implementing & managing ASP budgets & spend
- Nordic 360 roll-out of global brand and product launches
- Negotiating trade strategy with retail chains such as H&M, Matas, Kicks, Skincity and pharmacies
- Developing and executing budgets, omnichannel marketing campaigns, retail trade plans and Visual Merchandising strategy across Nordics
- Assortment optimisation based on market performance & consumer trends
HEAD OF PARTNERSHIPS
GOODIEBOX DENMARK
Copenhagen, Capital Region
02.2014 - 03.2018
- Contributed significantly to the growth of the brand in the Danish market during my tenure. Worked closely with the CEO on business strategy in local and new markets, exciting new initiatives, long-term business goals and external partnerships. During my tenure, the number of subscribers to the concept grew from 3.000 to 40.000 in only 4 years.
- Pioneering product development and innovation of GOODIEBOX each month
- Pushed through several long-term strategic and profitable initiatives, such as subscription pricing and a revised procurement budget
- Launching new product dilutions such as GOODIEBOX limited edition and The Man Box to recruit new demographics
- Launched GOODIEBOX in Holland and Norway as part of business development across EU
- Partnered GOODIEBOX with several external clients such as Look Good Feel Better, The Danish Beauty Award, and Allergy Certified
- Touchpoint for all participating brands and stakeholders
- Coordinating Sales, Marketing and Customer Service teams for best possible product release each month
- Creating and implementing purchasing budget
- Directing logistic processes, planning and management of existing and new stock
- Facilitated strategy development and planned with cross-functional teams.
BUSINESS DEVELOPMENT AND PR
SHOPBOX COPENHAGEN
05.2013 - 09.2013
- Developed an onboarding strategy for Shopbox payment solutions.
- Built company portfolio of international customer base
- Copywriting/editing responsible for all international press releases on new products
- Key Account Management of all international clients and stakeholders
ONLINE COMMUNITY MANAGER
BLOOMTRIGGER LONDON
07.2012 - 05.2013
- Content and community responsible for Bloomtrigger Facebook and Twitter.
- Developed news feed, CSR material and updates on ongoing and new projects
- Drove traffic and engagement into both channels- increased number of new visitors to site by 106%
RESEARCH ASSISTANT
SKOPOS MARKET INSIGHT LONDON
01.2011 - 12.2012
- Project research assistant on EU-based market research surveys.
PR AND MARKETING ASSISTANT
CITYSOCIALIZER LONDON
04.2012 - 07.2012
- Cross-channel marketing campaigns to boost engagement and recruitment.
Education
MSc. - SOCIAL RESEARCH
LONDON METROPOLITAN UNIVERSITY
London07.
BSc. (HONS) - PSYCHOLOGY AND COGNITIVE NEUROSCIENCE
UNIVERSITY OF NOTTINGHAM
MSc. - HEALTH PSYCHOLOGY
UNIVERSITY OF NOTTINGHAM
Skills
- Commercial Brand Strategy
- End-to-end campaign planning & execution
- Trade Marketing & Retail Activation
- Project Management
- Stakeholder management within matrix orgs
- Purchasing & Negotiation
Interests
Amateur artist
Trained yoga teacher
Personal Note
I live in outer Copenhagen with my partner and two children. I have a Substack to flex my writing skills when I have the occasional creative outburst.
Timeline
BRAND ACTIVATION PARTNER
SÆTHER
08.2024 - Current
COMMERCIAL BRAND MANAGER
SÆTHER
05.2022 - 07.2024
NORDIC BRAND MANAGER
SCANDINAVIAN COSMETICS
04.2018 - 04.2022
HEAD OF PARTNERSHIPS
GOODIEBOX DENMARK
02.2014 - 03.2018
BUSINESS DEVELOPMENT AND PR
SHOPBOX COPENHAGEN
05.2013 - 09.2013
ONLINE COMMUNITY MANAGER
BLOOMTRIGGER LONDON
07.2012 - 05.2013
PR AND MARKETING ASSISTANT
CITYSOCIALIZER LONDON
04.2012 - 07.2012
RESEARCH ASSISTANT
SKOPOS MARKET INSIGHT LONDON
01.2011 - 12.2012
BSc. (HONS) - PSYCHOLOGY AND COGNITIVE NEUROSCIENCE
UNIVERSITY OF NOTTINGHAM
MSc. - HEALTH PSYCHOLOGY
UNIVERSITY OF NOTTINGHAM
MSc. - SOCIAL RESEARCH
LONDON METROPOLITAN UNIVERSITY
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