Benjamin Niligur
Marketing
Port Moresby
Summary
Goal-oriented marketing expert with natural talents in developing and implementing successful strategies, driving profits, increasing market shares and strengthening customer dominance. Hardworking, performance-oriented leader offering proven expertise in project development, team supervision and campaign enhancement. Prepared to bring 10 + years of progressive experience and take on challenging position with opportunity to make lasting impact on company and customer success.
Overview
13
13
years of professional experience
3
3
years of post-secondary education
Work History
Marketing Manager
Toyota Tsusho PNG Ltd trading as Ela Motors
07.2020 - Current
- Brand building & rollout
- Innovation
- SOP and Policy creation and implementation
- Advertising & promotions
- Corporate Marketing
- Event Management
- Inventory Management
- Strategic planning
- CSR donations
- Media Management
- Market Research
- Marketing Budget Management
Marketing Manager
Women's Micro Bank
03.2019 - 07.2020
- Brand building
- Brand campaign creation & rollout
- Advertising & promotions
- Outreach sales penetration
- New product development
- Corporate Marketing
- Event Management
- Board of Directors quarterly organizational performance report.
Brand Manager-Rice, Milk & Imports
Goodman Fielders International (PNG)
10.2017 - 03.2018
- Mapped out and grew the Skel Rice Brand through correct consumer segment targeting
- Increased distribution of Meadow Fresh Milk through B2B strategies
- Introduced new rice brand Ori Rice into the grass roots consumer segments resulting in 5% market share
- Worked with Sales & Trade Marketing in reposition South Pacific Export Lager in Planograms and in different Trade Channels
- Also revisited the trade marketing toolkit to differentiate Heineken from Export
- Launched the 20L Export Drought beer in Ontrade outlets in POM
- Increased brand awareness through the prestigious PNG Golf Open & activated promotions to reward loyal Export consumers
- Tied in the New Export Draught beer campaign to the South Pacific Export PNG Pukpuks 7's sponsorship via promotions, events, awareness
- Worked on Brand Profiling for both Niugini Ice & SP Export and how to bring it all to life
- Forecasted sales & raw materials for local & imported brands.
Innovation Manager
Trukai Industries Ltd (Sunrice Group)
06.2016 - 09.2017
- Mapped out the Product Innovation strategy through Brand Management, Market Research and Best Business Practices
- Implemented Brand Profiling for the Trukai Rice & Roots Rice brands
- Mapped out a new Trade Channel Segmentation Map for Sales & Marketing Departments to realign to
- Launch Roots Long grain rice targeting the grassroots segment.
Brand Manager-Premium Brands
South Pacific Brewery (Heineken Group)
10.2015 - 06.2016
- Created the newly established Export Rugby Championship and Export 7's Series (Rugby Union) to increase SP Export Lager's Brand Equity
- Mapped out the National Premium Segment Strategy on when new products would be released (Niugini Ice Lime, Strongbow)
- Rolled out the new Export Radler Brand nationwide as a Brand Extension to SP Export Lager (mother brand) to bring in new consumers into the Brand Portfolio & to also create a new drinking occasion
- Wrote the first Premium Brands brand plan that was aligned to The Heineken's standards
- Worked with Sales team to increase weighted distribution in Traditional Trade
- Realigned Export Lager to cater for the introduction of Heineken in PNG & launched the 'It's time for an Export' Brand Campaign to reflect the brand equity & repositioning.
Brand Manager-SP Export Lager & Niugini Ice
South Pacific Brewery (Heineken Group)
01.2014 - 09.2015
- Re-positioned the South Pacific Export Lager Brand so consumers could differentiate it from the Heineken Brand.
Senior Brand Executive-SP Export Lager
South Pacific Brewery (Heineken Group)
05.2013 - 12.2013
- Set up ground work to research why Export Lager sales were stagnant
- This included research proposals, Brand building frameworks & Distribution mapping.
Brand Executive-Niugini Ice & Emerging Brands
South Pacific Brewery (Heineken Group)
06.2012 - 04.2013
- Launched the New Niugini Ice (Blue) look primary & secondary packaging & re-positioned the brand to fit its consumer target
- Worked with Sales & Trade Marketing in re-positioning the new Niugini Ice look in Planograms in all trade channels resulting in a 87% lift vs LY in sales
- Sponsored & implemented events that were related & attracted the Niugini Ice target consumer.
Marketing Graduate Trainee
Colgate-Palmolive PNG
09.2010 - 06.2012
- Managed Home & Fabric Care categories
- Assisted in Managing Oral & Personal Care categories
- Raised Marketing PO's & summarized expense accruals
- Launched the new Kina Frangipani (white) laundry soap
- Launch new Liklik Klina 6 pack laundry soap
- Launched the new Cold Power sachets
- Organized Media schedules for TV & Radio
- Coordinated media advertisements/promotions on Radio, TV, Newspaper
- Coordinated & implemented promotions nationwide.
Education
Bachelor of Business & Management - Public Policy Management
University of Papua New Guinea
Port Moresby, NCD 01.2006 - 04.2009
Skills
Marketing StrategistPortfolio ManagementQuick Learner- Quick to adapt to business environmentsPromotion ActivationMerchandise/POS Sourcing and ManagementInnovation - New Products and ProcessesBrand BuildingMedia Advertising Traditional & Social MediaLeadership & AccountabilityBudget ForecastingEvent ManagementMonitoring & EvaluationCorporate Social Responsibility
Customer Acquisition
Budgeting and Allocation
Partnership Development
Data Analytics
Budget Administration
Project Management
Marketing Campaign Development
Product Development
Strategic Planning
Brand Development
Brand-Building Strategies
Business Development
Accomplishments
- Niugini Ice Revolution- the brand revamp resulted in 80% increase in sales in 2013.
- Introduced Roots Long Grain which resulted in a 8% increase in sales in 2017.
Certifications Courses
- Guy Kawasaki on Entrepreneurship
- Entrepreneurship Fundamentals
- Marketing Research Fundamentals
- Advanced Branding
- Service Innovation
- Transition from Manager to Leader
- Leading a Marketing Team
- Marketing Fundamentals
- Top 10 Marketing Challenges
- Sales Management Fundamentals
- Social CRM Fundamentals
- Customer Decision Journey
- Facebook for Business
- Business Storytelling with C.C. Chapman
- Business Fundamentals
- Measuring Business Performance
- Small Business Marketing Fundamentals
References
- Ms. Gorethy Semi, Head of Marketing & PR, Bank South Pacific, 7161 4356/305 7765, GSemi@bsp.com.pg
- Mrs. Maryanne Tom, National Marketing Manager, Trukai Industries Limited, 7194 1254, MHereva@trukai.com.pg
- Mrs. Sibona Kema, National Retail Finance & Insurance Manager, Toyota Tsusho PNG Ltd T/A Ela Motors, +675 7998 7699/7217 1497, Ekema@elamotors.com.pg
- Mr. Roger Harwood, Head of Marketing, Paradise Foods, +675 71909059, roger.I.harwood@gmail.com
Timeline
Marketing Manager
Toyota Tsusho PNG Ltd trading as Ela Motors
07.2020 - Current
Marketing Manager
Women's Micro Bank
03.2019 - 07.2020
Brand Manager-Rice, Milk & Imports
Goodman Fielders International (PNG)
10.2017 - 03.2018
Innovation Manager
Trukai Industries Ltd (Sunrice Group)
06.2016 - 09.2017
Brand Manager-Premium Brands
South Pacific Brewery (Heineken Group)
10.2015 - 06.2016
Brand Manager-SP Export Lager & Niugini Ice
South Pacific Brewery (Heineken Group)
01.2014 - 09.2015
Senior Brand Executive-SP Export Lager
South Pacific Brewery (Heineken Group)
05.2013 - 12.2013
Brand Executive-Niugini Ice & Emerging Brands
South Pacific Brewery (Heineken Group)
06.2012 - 04.2013
Marketing Graduate Trainee
Colgate-Palmolive PNG
09.2010 - 06.2012
Bachelor of Business & Management - Public Policy Management
University of Papua New Guinea
01.2006 - 04.2009