NIKOLAOS PATINIOTAKIS
Summary
Passionate about growing Brands for Good, in a way that adds value in the ecosystem the brand operates in Consumers, Customers, Industry, Suppliers and Planet. A Brand leader with the ability to formulate the longer-term brand vision based on consumer insights understanding and link Brand plans to business delivery. Strong analytical skills and ability to work in a matrix organization, working collaboratively with different functions and marketing teams. Strong experience in Brand building and Brand development, having worked in four other markets and in two continents, Europe and Asia.
Overview
16
16
years of professional experience
Work History
HEAD OF GLOBAL BRAND DEVELOPMENT
ZESPRI INTERNATIONAL
07.2020 - Current
- Brand Communication, identity, and positioning for a 4.0 billion NZD brand, placed among the top 3 fruit brands in 10 out of 15 key markets where it operates.
- I am working with senior marketing leaders on shaping the medium-long-term marketing strategy.
- Actively driving the Purpose-driven positioning of the brand
- Leading the Global Brand Development team, four direct reports, and coordinating with Regional Brand Managers, through dotted line reporting.
- Experience collaborating with the Global Agency of Record to support brand communication above and below the line.
- Close collaboration with Market Research on brand target audience definition and insights and brand tracking measurement
SENIOR GLOBAL MARKETING MANAGER
UNILEVER FOOD SOLUTIONS
08.2017 - 06.2020
- Responsible for longer-term brand and innovation roadmaps supporting the top 3 markets globally for the Knorr Professional brand.
- Worked on the brand relaunch, refreshed positioning with a new platform, and led the brand design refresh globally.
- I managed new needs-based portfolio segmentation.
- Identified innovation platforms and worked closely with Market Research and R&D in new product concept development and validation.
- On parallel, led the turnaround to profit of the Carte D'Or Professional brand, through portfolio simplification and expansion in new markets.
GLOBAL MARKETING MANAGER
UNILEVER FOOD SOLUTIONS
04.2013 - 05.2015
- Brand relaunch for Carte D'Or with new identity and new communication assets.
- Led the development of new product concepts, from concept to go to market mix.
REGIONAL MARKETING MANAGER
UNILEVER FOOD SOLUTIONS
06.2010 - 04.2013
- Regional brand and category manager for the Knorr brand in Italy, Greece and Cyprus markets.
- Led regional and market plans, including local innovation development
- Executed brand relaunch for the full portfolio across all markets delivering on Brand Love score and penetration increase
- Collaborated closely with Sales to deliver customer pitches.
- Developed communication campaigns
COUNTRY MARKETING MANAGER
UNILEVER FOOD SOLUTIONS
07.2007 - 06.2010
- Different roles between sales and marketing.
- Led the brand and category plan for the Greek HORECA market, including innovation launch, and communication deployment.
- Collaborated with sales in the capacity of trade marketing manager
Education
Master of Science - MARKETING
ATHENS UNIVERSITY OF ECONOMICS AND BUSINESS
GREECE06.2005
Bachelor of Science - ECONOMICS
UNIVERSITY OF MACEDONIA
GREECE01.2003
Skills
- Problem-Solving
- Project Planning
- Relationship Building
- Brand Development
- Brand and Marketing Strategy
- Innovation
- Communication strategy
- Leadership
Languages
English
Timeline
HEAD OF GLOBAL BRAND DEVELOPMENT
ZESPRI INTERNATIONAL
07.2020 - Current
SENIOR GLOBAL MARKETING MANAGER
UNILEVER FOOD SOLUTIONS
08.2017 - 06.2020
GLOBAL MARKETING MANAGER
UNILEVER FOOD SOLUTIONS
04.2013 - 05.2015
REGIONAL MARKETING MANAGER
UNILEVER FOOD SOLUTIONS
06.2010 - 04.2013
COUNTRY MARKETING MANAGER
UNILEVER FOOD SOLUTIONS
07.2007 - 06.2010
Master of Science - MARKETING
ATHENS UNIVERSITY OF ECONOMICS AND BUSINESS
Bachelor of Science - ECONOMICS
UNIVERSITY OF MACEDONIA
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