FARZANAH MOHAMED
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305-877-6717
Miami, Florida, 33131
farzanahmo@gmail.com
www.farzanah.com
www.linkedin.com/in/farzanahmohamed
PROFILE:
Brand Management | Business Development | Marketing Excellence
Confident, creative and highly qualified marketing professional with more than 8 years of proven brand marketing
experience working with highly visible consumer brands.
Broad-based background with a strong work ethic and commitment to organizational objectives within a competitive
and rapidly changing marketplace.
Proactive manager and team builder with the ability to attract and secure key players in building strong and lasting
business relationships.
Winner of the President’s Award for outstanding achievement in brand development.
Core Strengths:
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Brand Management
Strong Relationship Building
Project team management
Business Development
Strategic Partnerships and alliances
Strong interpersonal and leadership skills
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Integrated and Strategic Marketing Plans
Valuable Consumer Insights
Excellent Presentation Skills
New product development
High profile event management
Internet Marketing Certified
PROFESSIONAL EXPERIENCE:
BERMUDA GENERAL AGENCY (BGA), PITT & CO., Bermuda
Marketing Manager
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2004 - January 2011
Oversaw the marketing development and direction for wholesale companies driving over $25 million in sales. Brands
included: Cadbury, Kellogg’s, Purina, Heinz, SC Johnson, Red Bull, Fiji, Three Olives Vodka, Dos Equis Beer, Wine
Portfolio ++.
Fostered vendor relationships and ensured that they were satisfied with their in-market sales and marketing brand
performance.
Created and presented sales and marketing proposals to attract new business opportunities.
Developed results focused Strategic Marketing Plans, Long-Range Forecasts and Brand Reviews and presented to
vendors.
Managed key accounts and the sales team to implement brand training tools and sales driven promotions that resulted
in growing the Pitt & Co. Alcohol Beverage business +20% after acquiring in 2008.
Monitored brand A&P budgets to ensure expenditures were effective and in line with forecasts.
Successfully localized and implemented international marketing campaigns within the Bermuda market while
maintaining brand integrity.
Developed and executed innovative branded events that increased awareness and fostered customer partnerships.
Supervised two Marketing Coordinators and ensured that point-of-sale materials were in-market on time and
promotions and events were well executed.
Managed the creative development and re-launched the company websites which enhanced their image within the
marketplace and to vendors.
www.farzanah.com
305- 877- 6717
CORBY DISTILLERIES, Toronto, Canada
Senior Brand Manager – Agency Spirits (Vodka, Liqueurs, Coolers)
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2001 -2004
Responsible for the successful business development of International Brands within the Canadian market driving over
$15 million in sales.
Developed and fostered client relationships (B2B); ensured all marketing initiatives were executed within budget and
on time; provided forecasts and presented brand performance reviews.
Strategic development of brand positioning within the Canadian market leveraging the international strength of the
brands.
Ensured synergies with Global teams and agencies to help develop and implement local advertising, public relations
and promotional campaigns.
Worked with the Canadian Liquor Boards to develop effective marketing programs to launch new brands.
Worked closely with the sales team to create account specific programs and POS to obtain presence and distribution
within key high profile accounts.
Brand Manager – Vodka Portfolio
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Effectively managed a portfolio of brands from ultra-premium to value brands ensuring their image was effectively
communicated above and below the line.
Developed and implemented marketing strategies for the vodka portfolio to ascertain the ideal brand positioning,
distribution placement and brand profitability. Resulted in 1.5% market share increase within the 2 years.
Created and successfully launched the new package for Polar Ice Vodka in Canada and the United States; won several
industry awards for design and innovation.
Managed brand involvement with high profile events creating strategic partnerships that enhanced brand presence and
image within the market.
Effectively managed brand budgets in excess of $5 million ensuring all programs were completed on time and within
budget.
Prepared and presented annual marketing plans to the executive team for budget approvals.
Re-branded and re-positioned the Polar Ice Vodka brand; led the research project, trademark strategy workshop,
briefed and managed the creative team to formulate the new positioning.
Collaborated with the LCBO (Liquor Board of Ontario) to develop themed promotional programs that enhanced
category performance.
EDUCATION:
Bachelor of Business Management – Ryerson Polytechnic University - 1998
Major: Marketing | Minor: Business Communication
Completed Spirits Marketing University – Corby Distilleries – 2002
Advanced Social Media Certification by The eMarketing Association - 2011
MEMBERSHIPS:
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Volunteer Board Member; StandUp for Kids Miami
eMA – eMarketing Association
American Marketing Association
Canadian Marketing Association
Canadians in Bermuda Association Board Member (2004 – 2010)
Bermuda Chamber of Commerce (2006-2010)
BePro – Be Proactive – Bermuda Business organization to help young professionals and businesses
www.farzanah.com
305- 877- 6717