With over 5 years of experience in brand activation at a leading FMCG company, my expertise lies in developing and executing strategic campaigns, launching innovative products, and building impactful partnerships. Fueled by a passion for understanding consumer behavior, I strive to create campaigns that resonate, enhancing brand visibility and engagement across various platforms. From developing innovative strategies to building global partnerships, the focus is on delivering results that engage audiences and elevate brands.
Hi, I’m
SOPHIE ARIF
CX Brand Activation Executive
Paris
Summary
Overview
6
years of professional experience
4
Languages
Work History
British American Tobacco
Activation Executive
04.2021 - Current
Job overview
- Led VELO brand launch in France, managing packaging design and campaign execution.
- Optimized pricing and packaging tactics for VELO entry range.
- Enhanced collaborations through strategic initiatives at Tomorrowland Winter, resulting in a 50% sales increase over the previous edition.
- Oversaw strategic planning and sales development for the event, leveraging performance data from Horeca, E&E, POS and past editions.
- Oversaw contract negotiations and established clear goals during the selection process.
- Performed market and competitor analysis to devise volumes and launch strategies for new product introductions.
- Developed strategies to educate consumers on product innovations and categories.
- Executed strategy at Blast Counterstrike Championship to elevate brand significance among e-sports enthusiasts.
- Developed collection mechanics for Vuse Collect waste solutions.
- Enhanced landing page and SEO strategy, increasing web traffic significantly.
- Formulated HORECA 2025 strategy, acquiring contracts with Paris Society and Folie Douce while leading the activations on site and always on visibility
- Operational Excellence: Defined E&E policy guidelines, including agency checklists and SMART penalties for streamlined execution
- Collaborated with agencies for E&E activations, 121 executions, and ATSM production.
- Harmonized CDF with KPIs for better alignment and effectiveness.
British American Tobacco
Global Graduate Program
10.2019 - 04.2021
Job overview
- Enhanced brand equity by building and implementing a Youth Access Prevention Program, educating tobacconists on preventing sales to minors and strengthening the brand's social responsibility
- Led NPI launches for the ePen3 Limited Editions and ePen3 Signature Collection
- Collaborated with cross-functional teams to execute ePen B2C & B2B campaigns like Desert & Smoothies, Signature Collection, and New Years Resolution
- Managed planning and execution of prominent business-to-business events such as VapeExpo and Trophée des Buralistes.
- Drove increased engagement through targeted webinars on BATCLUB platform, fostering knowledge sharing and readiness for regulatory changes.
- Developed and executed Logista Cash & Carry Menthol Ban campaign.
- Developed nano-micro influencer campaigns to boost brand visibility and engagement
- Implemented an innovative audio podcast format for SoMe & Blog section
- Enhanced online presence through targeted SEO optimization.
- Created third-party collaboration with One Shot Media, boosting digital footprint.
- Prepared and executed product launches for the Denmark and Sweden markets, collaborating cross-functionally to develop brand assets, packaging, and campaign tools
- Led agency collaboration for artwork creation, ensuring brand consistency across all packaging and secondary packaging
- Developed focused materials on waste management and consumer education to boost market sustainability consciousness.
- Created guidelines to standardize all market activations.
Mondelēz International
Côte d'Or Activation, Innovation & Business
01.2019 - 06.2019
Job overview
- Led activations for Côte d'Or Bio, reaching 340K+ contacts via street marketing and sampling
- Managed Côte d'Or TV spot production for the organic line
- Analysed Nielsen data and market trends, creating planning reports
- Optimised Côte d'Or S'Engage website SEO to boost traffic and equity brand perception
Education
ESCEFrance
Master 2 from International & Digital Marketing : Product Management
01.2014 - 1 2019
University Overview
Regents UniversityUK
Msc from Digital Marketing & Analytics
University Overview
CESINE Business SchoolSpain
International Marketing
University Overview
Lycée George PompidouUAE
French Baccalaureate Honors from Economics & Social
University Overview
Skills
Technical Skills: CRM (Salesforce), SEO, Digital Marketing, Data Analytics (Nielsen, PowerBi), Microsoft OfficeLeadership: Cross-functional Leadership, Strategic Thinking, Decision Making, Creative Campaign Development
Timeline
Activation Executive
British American Tobacco
04.2021 - Current
Global Graduate Program
British American Tobacco
10.2019 - 04.2021
Côte d'Or Activation, Innovation & Business
Mondelēz International
01.2019 - 06.2019
ESCE
Master 2 from International & Digital Marketing : Product Management
01.2014 - 1 2019
Regents University
Msc from Digital Marketing & Analytics
1 2017
CESINE Business School
International Marketing
1 2015
Lycée George Pompidou
French Baccalaureate Honors from Economics & Social
1 2014
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