Farhad Nadeem

I am chief storyteller for Otrivin, the £400m+ Haleon Nasal Health brand over 60 years old & present in more than 70 countries in Europe, the Middle East and more. I am in charge of taking Otrivin to its true destination as a brand that stands for better breathing.

What I do:

• I lead the creative, media, shopper & PR teams that have developed the global brand idea and are bringing it to life across our different pillars - congestion relief, baby nasal health, allergy relief, nasal hygiene - in our campaign ideas, creative assets and paid/earned media guidelines
• I lead our rolling 3-year Digital Strategy Into Action , designed to help the brand reach more people at more times during the year
• I author Go-To-Market playbooks for emerging opportunities, such as the Naturals portfolio
• I have conceived and brought to life the Actions To Breathe Cleaner, the Otrivin Purpose initiative.
• I partner regularly with region and country partners to solve specific issues and harness glocalization opportunities.
• I collaborate with external partners such as ecoLogicStudios (a pioneer in bio-based design for urban spaces) and PlumeLabs/Accuweather (experts in air quality data measurement and interpretation).

What I have achieved:

• Led Otrivin to its highest-ever share and sales growth in 2022
• Delivered our best-ever scoring global brand creative around our new “Breathe Your Best” brand idea
• Delivered media guidelines to markets that built on synergies between brand pillars and leveraged the power of data in an easy-to-understand narrative.
• Brought our purpose to life in 2021 with the Otrivin Airbubble – the world’s first air-purifying playground - first in Warsaw and then at COP26 in Glasgow.
• Recognized as one of the top 3 Haleon (then GSK) Marketers of 2021
• Won Golden Clip (Poland PR), Gold (Internationalist Award), Shortlisted (Eurobest) for Purpose-driven marketing in 2021
• Click here to see work I have done: https://www.youtube.com/channel/UCt70L0mBPWDyVysqnLiJngA

I was the early-ideas man in charge of building Otrivin’s innovation pipeline to be fit for the future across the medicated & non-medicated portfolio in over 70 countries across the world.

What I did:

• I led project teams from Design, R&D, Finance and Supply Chain for big bet global innovation projects
• I worked together with regional and country partners in developing compelling business cases to secure capital and resources against
• I Co-developed valuable consumer insights together with Insights team and translated them into innovation propositions
• I incorporated design-led thinking early into product & experience development
• I was interim Global Business Lead for Otrivin from Nov 2019 - Jun 2020

What I achieved

• Generated 20 green-scoring ideas for whitespace innovations
• Crowdsourced 50+ design ideas for sustainable nasal sprays in under 6 weeks
• Secured approval for one of the highest capital expenditures ever at GSK Consumer Healthcare for a big bet project
• Awarded Top 5% performer for consecutive years (2019 & 2020)

I was the strategy conductor responsible for setting and delivering the Panadol growth agenda in SEA across Children, Adult and Ageing pillars.

What I did:

• I helped country partners set business direction on top and bottomline, including sales targets, marketing investment & media strategy and execution.
• I led cross-functional project teams for innovation, communication and strategy in SEA countries, ranging from the Panadol masterbrand relaunch to market entry in the Philippines to region-specific communication campaigns
• I partnered with global and country teams in shaping global mixes to make them fit-for-purpose in SEA markets.
• I led the identification and quantification of consumer opportunities related to areas such as (1) the Muslim perspective on pain (2) the importance of Ramadan and Chinese New Year (3) the opportunity for low-unit-trial (LUPs) in emerging markets
• I participated in the Cause-Related Marketing initiative 'Allied Against Dengue' in collaboration with government partners on dengue fever and its impact in Southeast Asia
• I mitigated risks on short, medium and long-term horizons [including changes in OTC regulations, war gaming for new competitor plays such as Nurofen in Singapore]
• I was part of Zero Based Budgeting (ZBB) team for Panadol Malaysia
• I regularly connected with partners such as Google on initiatives such as (1) tracking and mapping dengue hotspots, (2) reaching healthcare professionals online effectively, (3) novel 'pain' signals to reach out to people with the right message at the right time.

What I achieved:

• Grew Panadol share across Southeast Asia
• Launched the first ever masterbrand social campaign in Singapore and Malaysia
• Led successful new campaign launches for key variants in Malaysia, Indonesia and Vietnam in 2017
• Won MMA Award for best social mobile campaign (“Toughies” 2017) in Indonesia
• "#1 brand in Malaysia" Putra award
• APAC Nicholas Hall Gold

I was the category champion for Unilever surface cleaners in North & South-East Asia and Australia, handling a portfolio of brands across floor, bathroom and toilet cleaning [Domestos, Vim, Glorix]

What I did:

• Partnered with global and country teams in sculpting global product and communication mixes to make them fit a diverse set of countries
• Led project mix development for premium specialist toilet cleaners as well as new market development for toilet care in Indonesia, Vietnam & the Philippines
• Led Cause-Related Marketing efforts related to floods relief (Indonesia) , H7N9 & H5H1 (for Southeast Asia) and better access to toilets for schoolchildren (Vietnam)

What I achieved:

• Fastest growing portfolio in HHC Asia over consecutive years
• Expanded the Domestos Market Development Model (MDM) to grow toiletcare category in Southeast Asia
• Exceeded targets for premium toilet cleaner innovation launches in Asia
• First Unilever HHC innovation event in Japan in the last 15 years

I was the enabler of a fantastic, high-performing Home Care team , heading a >£100m business and in charge of our category's contribution to the ambitious growth plan for Unilever Pakistan.

What I did:

• I made decisions for 1, 3 and 5-year horizons for category strategy & profit delivery for Unilever Home Care
• I built a high-performing team through teaching-by-doing , inculcating a strong appreciation and respect for cross-functional colleagues, and driving persuasion through compelling storytelling using data.
• I engaged with regional and global stakeholders in bringing innovations to market on time in full
• I helped drive cross-functional teams in creating and executing deployment plans, ranging from short-term promotional campaigns to local innovation development
• I orchestrated the team for Low Cost Business Model (LCBM) initiatives to strive for continuous improvement in Gross Margin across Laundry & HHC brands, with emphasis on low income consumers and rural Go-To-Market value chain
• I developed a strategic framework for building a portfolio for super-high income consumers for Home & Personal Care

What I achieved

• Launched 4 new brands in 2011 & 2012 , ranging from Fabric Care to Toilet Care: Sunlight, Vim, Comfort, Domex
• Unilever value share gain in all new launches
• Flagship brand Surf Excel ranked as #1 brand in Pakistan (MEMRB Awards 2010, across 350 brands and 10,000 respondents)
• Vim launch: Best campaign of the year 2012 (PAS Awards)

I was the collaborator-in-chief for the Sunsilk Co-Creations global launch in Southeast Asia in 2010.

What I did:

• Translated the global launch mix into a Southeast Asia launch playbook for Sunsilk Co-Creations
• Collaborated closely with global teams on both Unilever and agency side on asset production for SEA markets

What I achieved:

• Achieved On Time In Full launches in 11 countries in Asia
• Share turnaround for Sunsilk in all countries

I was the caretaker of a much-loved Unilever brand in Pakistan, responsible for the equity, share & business performance of Surf Excel (Dirt Is Good).

What I did:

• I worked closely with trade marketing, finance, demand and supply planning, manufacturing, R&D and creative and media agencies in creating & deploying brand plans, including brand communications, pricing strategy, innovations, profit delivery & activations
• I led deployment for the re-launch of Surf Excel in Jan 2007
• I initiated the 'Every Child Has the Right to Play' Cause-Related Marketing effort in collaboration with local government and non-governmental organizations , including Early Childhood specialists such as ITA

What I achieved

• Grew brand at 3 times the market over 2007-2009
• Led brand to become biggest in Unilever Pakistan
• Winner of best brand building campaign (out of 80 countries) at the 2007 Unilever Marketing Excellence Awards

I was a translator of business problems into software solutions, responsible for maintaining, designing and developing solutions for product supply and purchasing functions at P&G Pakistan.

What I did:

• I gathered requirements and performed gap analysis through design workshops with users
• I diagnosed, troubleshot and resolved network and system problems

What I achieved

• Developed "Mat-Track', my own product inventory management software from scratch for the Hub soap manufacturing plant in Pakistan
• Exported, deployed and maintained in-house purchasing software for 3 countries - Pakistan, Lebanon and Kazakhstan.