Katalin Hajdics

Accountabilities and Responsibilities:

• Lead design of strategic plan for deployment of Integrated Operations in Hungary & Adria region, in alignment with global project requirements.
• Worked with expert and stakeholder teams to identify areas of improvement and devised solutions based on findings.
• Reviewed, implemented and updated company records related to team activities for future reference.
• Evaluated employee skills and knowledge regularly, training, and mentoring individuals with lagging skills.
• Communicated KPIs outlined in annual plan to inform employees of expectations and deliverables.
• Trained new team members by relaying information on company procedures and future requirements.
• Coached team members in techniques necessary to complete job tasks.
• Built strong relationships with stakeholders through positive attitude and attentive response.

Accountabilities and Responsibilities:

• Lead cross-category Food business team, including brand marketing, trade marketing, supply chain and finance, accountable for Food business in Hungary & Adria
• Translated corporate strategy into actionable country plans, holding team accountable for following the plan, lead pivot when course-correction was needed.
• Developed strategic growth plans for 4+ Food brands, successfully exceeded revenue and profitability goals in each and every year.
• Lead Delikát long-term strategy creation & brand stretch implementation: Strong business plan and accretive innovation program, new brand communication idea and strong plans brand reset
• Anticipated business changes and implemented additional incremental growth programs to enable sustainable business growth.
• Adapted quickly to new challenges in market segment, communicating with team members to identify obstacles and implement plans of attack.
• Lead launch of, more sustainable food products such as The Vegetarian Butcher in Hungary.
• Directed business processes from conceptualization through end-user delivery.
• Devised dedicated coaching methods to foster continued development of each team member, and the cross-category business team.
• Lead extension of agile mindset throughout Foods Hungary & Adria cross-functional team by revising frameworks, day-to-day relationship, resulted in reinvented cross-functional collaboration, and renewed and agreed Innovation principles done in cooperation.

Internal:

• Helped turnaround Delikát from a diminishing brand to one of our Food growth drivers in Hungary.
• Drove Food profitability by decluttering and optimizing portfolio throughout Hungary & Adria, turning the mindset into a future portfolio mindset.

External:

• Effie Finalist 2020: 'Túl a „ketchupmustármajonézen”' - Globus Variety Sauce launch

Accountabilities and Responsibilities:

• Lead Food brand marketing team in delivering strategic business plans and their execution to exceed category revenue and profit goals, maximized category turnover and grew Food brands' value.
• Established, initiated and optimized business development strategies based on company targets, product specifications, market data, and budget factors.
• Successfully revived Delikát Dressings - by evaluating consumer needs and feedback to drive product portfolio improvements, and made them more appealing with new brand communication.
• Partnered with agencies to develop comprehensive brand strategic plans including brand personality, brand positioning, brand purpose, multi-year communication strategy, communication idea and high-reach communication campaigns.
• Lead mindset change with new company strategy - back to local: clarified new local ways of working, responsibilities and accountabilities (DOIT framework) across cross-functional Foods team in Hungary & Adria.
• Led team of marketing professionals, offering mentoring and coaching to build knowledge and skills.
• Implemented innovative team structure to increase employee productivity, loyalty and experimented agile way of working. Mentored other teams in implementation this way of working.

Impact:

Internal:

• Instanced as Advocate and Role-model of agile mindset at Unilever.
• My strong belief in consumer-centric thinking helped me to transform Foods HUAD marketing team from brand silos into a new set-up - first team in East Europe - which was built on agile mindset and focusing on consumers throughout their Food journey (Ideation, Innovation, Consumer Experience).

External:

• With Globus Dressings' brand strategy renewal, the brand stretch into new segment not only drove internal business KPIs but democratization of segment led to double variety sauce market in Hungary.

Accountabilities and Responsibilities:

• Lead Delikát product launches and portfolio revision to improve portfolio efficiency.
• Researched and identified new opportunities for product and brand development.
• Consulted with product development teams to enhance products based on customer interest data.
• Analyzed customer feedback and market trends to make informed decisions about product and brand messaging.
• Created and managed budgets to maximize brand reach and engagement.
• Lead Food's Digital evolution (content, communication, channels), long-term strategy creation for UL food website, receptmuhely.hu.
• Launched successful digital marketing campaigns that achieved goals for increased website traffic of receptmuhely.hu.

Impact:

Internal:

• Growth of Delikát brand revenue and profit.
• Digital strategy implementation was reflected in improving digital KPIs throughout the year - e.g. improved website visibility through development and implementation of SEO strategies.

Accountabilities and Responsibilities:

• Lead trade marketing of 2 biggest Personal Care categories (Deodorant, Skin Cleansing) as Category Captain.
• Lead of Dove Beauty Corner trade activation (planned as brand manager in my earlier position) rewarded with UL Best Performer Award in 2014.
• Improved operational efficiency of secondary placements by introducing a new process in briefing and monitoring.
• Lead unique co-operations supporting Unilever's 'leading edge' position on the market place.
• Worked out a Deodorant category annual planner for Tesco procurement which was used by partner in planning category activities.
• Worked out standard tools for regular meetings lead to improved efficiency in preparation and message delivery.
• Lead Personal Care big launches' perfect trade execution.

Impact:

Internal:

Consecutive growth of both Deodorants and Skin Cleansing categories during the years.

External - Better co-operation with trade partners:

In co-operation with Tesco, organized the first ever cosmetic 5 star event for Baba brand.

Worked out together a unique trade activation with international F&F brand & Rexona.

Accountabilities and Responsibilities:

• Lead Dove product implementation and communication strategy projects in Central Europe (Hungary, Czech Republic, Slovakia, Croatia, Slovenia, Bosnia) with strong accountability and responsibility on unified Dove approach
• Lead locally developed Dove Masterbrand brand building and trade activity in Central Europe -
• Worked out standard tools for regular meetings lead to improved efficiency in preparation and message delivery
• Raised idea of a brand/engagement day where marketing introduces next year's plans to sales: engagement day is now yearly organized at UL, improving collaboration cross-functionally.

Impact:

Internal:

• After CE's Dove Masterbrand campaign, global brand development team was inspired to work out a global strategy for Dove Masterbrand with focus not only on brand building but trade appearance.
• Dove brand grew in revenue and market share, Dove brand equity improved due to the consequent brand building activities.

External - Awards:

3 Arany Lollipop in 2012

Best integrated communication solutions / Loyalty building campaign; Best Support of Promotions / Gift; Best BTL based integrated (complex) campaign
Best ad of the year in 2013 - Kreatív online (Internet users' poll)
3 Arany Lollipop in 2013

Best BTL based integrated (complex) campaign; Best Guerilla marketing (Dove Bókposzter); 2nd place Viral campaign (Dove Bókangyal)

Accountabilities and Responsibilities:

• Managed product launches for Bertolli, Knorr Mealmakers, Delikát on time in full.
• Developed and coordinated Knorr Mealmaker loyalty program from idea generation, through consumer research until trade execution, for 3 years.
• Lead product development on Knorr Mealmakers which drove more visibility on shelves and efficient space exploitation.
• Coordinated agencies and other departments, managed TV, print and online campaigns for the brands.

Impact:

Due to consequent brand building activities, turnaround of brands and reached growth in revenue.