Brand and Product Management

Brand and Product Management

SIAA Investments brings world-class expertise in brand and product management, demonstrated through our leadership role within the marketing organization of a major consumer goods company with over 10,000 employees and annual revenues exceeding $10 billion. SIAA Investments demonstrates here its ability to support the personal care category, shining a lens upon our responsibilities encompassing all facets of marketing and trade marketing for a diverse portfolio of leading personal care brands.

Our team spearheaded the launch of a new product, managing every stage from market research and legal compliance to brand handbook development and high-impact ATL advertising campaigns. We worked closely with the Ministry of Health to secure all necessary regulatory approvals, including the product’s unique category status, and partnered with the relevant department of a leading university for product endorsement. To drive professional adoption and consumer trust, we implemented a consumer sampling program and orchestrated targeted PR campaigns, ensuring widespread awareness and credibility.

Cost optimization was a key focus at the company, in this activity, we initiated and led a product cost effectiveness project for the entire product line, enhancing profitability without compromising quality. In parallel, we managed the annual brand equity budget, ensuring strategic allocation of resources for maximum market impact. Our efforts culminated in the successful relaunch of a flagship beauty product brand, resulting in a 25% increase in sales volume and securing market leadership in its category.

Through these achievements, SIAA Investments demonstrated its ability to deliver end-to-end marketing leadership in complex, highly competitive environments. Our expertise in regulatory navigation, stakeholder collaboration, and strategic brand management continues to empower clients to achieve sustainable growth and category leadership on a global scale.