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CV
Name:
Address:
Edward OTERO
[email protected]
Ealing, London W5
+44 (0)790 - 546 9016
SKILLS & MARKETING EXPERIENCE
Marketing:
Contractor looking for perm or contract with over 15 years marketing experience
in fmcg's and major international/food brands.
Familiar with all aspects of the marketing mix, distribution channels and project
management.
As a contractor, used to hit the ground running and make things happen.
IT/Data skills: Extensive knowledge of Windows applications. Extremely competent with systems
and retailer/data analysis (IRI/Nielsen/Kantar/Dunnhumby).
Languages:
Fully conversant in FRENCH and SPANISH.
PRODUCT LIFE CYCLE EXPERIENCE
 NPD, including factory production &
 Writing and presenting marketing plans
packaging design and product launch
 Go to market plans
 Brand positioning / Pricing
 Consumer research
 Liaising with sales force and NAM's
 Presenting to major multiples
 Exposure to catalogue sales as well as high
 Gaining and protecting listings
street retailers, wholesalers and major all
grocers
 Briefing advertising & promotions
 Forecasting/budgeting sales and
agencies on A&BTL activity
expenditure responsibilities
 Promotions (consumer and trade)
 Developing point of sale material
 Implementing and managing sales analysis  Organising corporate event such as the F1
data and information systems
weekend and exhibitions at the NEC
(TNS/IRI/Nielsen/Dunnhumby)
PROFESSIONAL EXPERIENCE
MIZKAN - BRANSTON PICKLE
(contract )
(July 2016 ... Dec 2016)
Senior Brand Manager championing the iconic Branston Pickle brand.
Traditional marketing brand marketing role dealing with npd, factories,
design, finalising & implementing Xmas campaign ATL, BTL and digital.
SANTA MARIA UK
(contract/project )
(Aug 2015 ... June 2016)
Brand Project Manager. Mexican style foods (tortillas, tacos, dips, spices, seasonings).
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Set up project management teams, procedures and ways of working.
Project managed 2 main new launches worth £3.5M at retail,
including design, production and gate/business case presentations to
the board.
Managed product range redesign phase in/out and minimised writeoffs. £20K
1/5
SNOW & ROCK RETAIL GROUP
(contract/project)
(Oct 2014 ... Jan 2015 )
Marketing Manager for the Cycle Surgery stores.
 Re-designing CRM/newsletter activity and increased reader engagement from
23% to 35%.
 Store re-design and merchandising.
 Sponsorship & partnership management of London Velopark (Olympic venue)
 Campaign & POS development, In-store promotions programs.
LEGO UK
(contract/project )
(April 2014 ...Oct 2014 )
Brand manager for various Lego themes; Technic, Minecraft, Teenage Mutant
Ninja Turtles, Hobbit, plus other in-store events and exhibitions.
Role includes brand planning, presenting to customers, planning
promotions/pos with accounts and sales force, liaising with media and PR
agencies, ABT activity such as TV, Digital, Search.
DAIRY CREST
(contract - Maternity cover)
(July 2013 to Feb 2014)
Brand manager for Frijj milkshakes (No1 in the market at £50M rsv).
Responsibilities in NPD, P&L, liaising with factory and production, managing stake
holder expectations, packaging, dealing with agencies and presenting to major
retailers.
 Successfully completed on-pack promotional activity with Alton Towers/Thorpe
Park.
 Managed website redesign to fulfil prize redemptions and Facebook activity.
 Managed third party suppliers abroad for NPD and packaging.
KERRY FOODS
(contract made permanent)
(Nov 11 to Jan 13)
Marketing manager for Home baking category (Homepride Flour,
Green’s cake mixes, Green’s Kids cake mixes). Managing all aspects of
the mix from market and category analysis to NPD, factory/production
dealings, product launch, communication and brand planning.
 Successfully completed and launched 4 new sku’s in 6 months, gaining
listings in 3 top retail accounts.
 Devise NPD strategy to maintain and gain share.
 Successfully pitch for new kids licences and liaised and managed licensor
expectations.
BONGRAIN ULN (contract - Maternity cover)
(Sept 10 to Jul 11)
Brand marketing manager for branded and OL French cheese. (Coeur de Lion, Le
Rustique, Caprice des Dieux, camembert, brie). Managed international supplier
expectations and solidified brand’s No1 position as soft ripened cheeses. One report.
 Successfully used category analysis to gain 2 new branded listing worth £400k and increase
distribution to 60%.
 Successfully secured £450k of marketing & PR funds from suppliers for brand activity.
 Re-gained 7 seasonal Christmas listings amounting to £250k.
 Minimised disruption to packing changes avoiding any write off at wip level with factory (UK &
France).
 Implemented new promotional & pricing strategy with retailers to protect and increase
margins by 20%.
2/5
HOVIS - PREMIER FOODS
(Contract)
(June 10 to Sept 10)
Marketing insights executive dealing with consumer insights & information (Kantar, IRI,
Millward Brown, Dunnhumby), spotting trends and opportunities in the market.
MERISANT UK (Contract - Maternity cover)
(Nov 08 to July 09)
Trade brand marketing manager for Canderel brand (low calorie sweetener) dealing with
various aspects of consumer sampling and trade promotional activity/ exhibitions to
consolidate No1 position.
 Developed and implemented monthly stat analysis reporting system (Nielsen) for senior
European management.
 Recommended and implemented pricing changes and promotional strategy to minimise
promotional costs. Savings approx £20K per promotion.
 Implemented successful sampling campaign to regain brand penetration which increased by
15% amongst sweetener. Activities included attendance to exhibitions and in-store sampling.
 Developed new range of recipes for website to widen brand usage.
SCA Hygiene (Contract)
(Jan 08 to April 08)
Senior Retail Brand Manager (own label) for nappies and feminine products. Short
contract to manage packaging changes and minimise disruption to client.
 Assisting commercial controller in smooth running of Tesco (£70M account) including dealings
with technologists, factory audits and packaging changes.
 Improved on quality process reporting by 10%.
SCHWARZKOPF & HENKEL
(Contract - Maternity cover)
( Feb 07 to Jan 08)
Senior brand manager for hair colourants (LIVE Color XXL, POLY Tint…) £1M+ budget.
Dealing with brand planning, trends & NPD, advertising and liaising with HO in Germany.
Achieved highest market share via promotions and integrated marketing campaign.
 Continued to maintain growth of 20% and outperform market and competitors.
 Coordinated integrated communication campaign (TV, press, digital, website,
POS/promotions) to achieve highest market share recorded (4%).
 Was first in group develop social media application to enhance brand image and
increase consumer franchise.
Freelancing
(April 06 to Jan 07)
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Category management in South American wine category for wine UK agents and
similar projects in South America in January/March 2006.
PREMIER FOODS (contract…commercial unit sold out)
(Jul 05 to Dec 05)
Classic Brands Commercial Manager for classic brands in teas & beverages category
(£27M budget: herbal teas, Marvel dried skimmed milk, Coffee Complement).
Continued to maintain margins for key commercial unit.
 Developed packing for brand extensions H&H, gained listings in Health trade and in 2
multiple grocers and launched gaining 80% distribution in Health sector.
 Managed pack redesign for Marvel dried skimmed milk & Coffee Complement
minimising stock write offs and smooth transition into distribution.
 Managed international packaging issues minimising factory disruptions.
3/5
WD40 (project)
(Dec 04 to Jul 05)
Senior Projects Manager for brand 1001 carpet products and brand stretch project. Laid
route to market and new product for launch.
 Steered & finalised packaging issues through consumer research and avoided using the
wrong colours and scents on the product/packaging.
 Co-ordinated with labs, suppliers and factory (UK & USA) to source lowest production
costs (8% decrease).
 Offered new innovation options (delivery & scents) based on TNS data to adapt product
to consumer U&A.
ORANGE GLO EUROPE (contract…company moved)
(June 04 to Dec 04)
Trade Marketing Manager, for household cleaning brands; OxiClean (stain removers),
Kaboom (bathroom care), Orange Glo (furniture polish) and Orange Clean. Implemented
analysis to maximise promotional effectiveness and improved route to market time lines.
 Achieved statistical analysis of the market, trends and product performance to be used
for strategic purposes.
 Maximised promotional spend and timing by using IRI trends to pinpoint best
promotional spots. Improved promotional sales volumes by 100%.
 Decreased new product launches time lines from 8 months to 2 months; profiting from
6 months extra sales (£275k).

Being awarded the handling of the French market and smoothing relationship with
distributors by being able to adapt to cultural differences.
TRAVELLING AND TEACHING ENGLISH IN SOUTH AMERICA DURING 2002/3
INTERNATIONAL WINE SERVICES
(April 00 to Nov 01)
Brands Development Manager in the Off trade. Main responsibilities included all
aspects of the product life cycle, marketing plans & P&L:
 Achieved successful product launch of Diet Chardonnay gaining 3 listings and creating
enough PR to be considered for an award (for the PR agency).
 Developed strategic approach to NPD and innovation through data analysis and
category management increasing number of new listings ratio.
 Pitching successfully for ABL budgets to suppliers (£80k) to develop an advertising
campaign ( agency: Mcann-Erickson) and a trendy brand image.
BIRO BIC UK
(Dec 97 to April 00)
Brand manager for Conté and Product Manager for part of the Bic range.
 Achieved successful product launches (10% share in y1).
 Protected and consolidated BIC mechanical pencils as No.2 in the market.
 Set up a cracking sales analysis system to run AIR Miles loyalty scheme and to monitor BIC
sales (not available previously).
SEITA (UK) LTD
(Sept 94 to Sept 97)
Brand manager for famous French cigarette brands such as Gitanes, Gauloises.
Two direct reports.
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Achieved increased consumer awareness and increased brand equity.
Established Gauloises Blondes as a trendy cigarette in the Greater London area.
Grew department from 1 to 3 marketers.
Organising corporate F1 week-end.
4/5
( 93/94)
Market research and international telephone interviewing; researching mainly “consumer
satisfaction”.
BRITISH MARKET RESEARCH BUREAU
EDUCATION & QUALIFICATIONS
Vocational qualification
CELTA (Cambridge Certificate of English Teaching to Adults) 2003
Higher education
BUSINESS STUDIES B.A. (thin sandwich) 1993
Thames Valley University (West London)
Secondary education
9/85 to 6/88 Cardinal Vaughan School (London)
3 A’ levels, 5 O’levels
9/82 to 6/85 French Lycée (London)
Brevet des Collèges
9/80 to 6/82 French Lycée (New Delhi - India)
OTHER INTERESTS
Mountain biking, canoeing, scuba diving, tango dancing.
5/5