Netto is a Danish discount supermarket operating in several European countries. The UK business was acquired by Adsa in September 2011 but continues to operate across Europe.
Main Achievements
Designed and implemented the marketing engagement strategy (which included Television, Radio, Press, Door Drops, Outdoor and PR) programme tracking and evaluation systems.
Implemented a customer insight programme which subsequently led to the introduction of the strapline and campaign ‘It’s Scandinavian for Value’ – This defined the brand of the company and increased group sales by 14% in its first week.
Introduced and enforced colour management, corporate and strategy guidelines ensuring brand consistency and best practice.
Developed packaging, POS and other marketing material for own-brand product launches.
Improved the response of leaflet performance by improved targeting with customer insight analysis.
Responsibilities
Responsible for strategic planning and implementation of all marketing above and below the line, having full responsibility for the total Marketing budget of circa £4 million.
Creation of marketing campaigns including generating ideas, developing creative brief and editorial content, adhering to legal requirements, and sourcing suppliers for production and distribution.
Managing multiple agency contacts, internal teams and printers to deliver on time and budget.
Planning and buying media via multiple agencies covering Television, National and local press, leaflet distribution, outdoor and radio
Developed and managed new product development for all categories. Spanning product development, research, packaging and product launch.
Analysed and oversaw regional market feasibility and market entry strategy.
Handled all Public Relations and crisis management.
