Johanna Backman-Laukkanen

Responsible for Nordic leadership of commercial activation relating to portfolio of brands in Skin and Essential Health. Responsibility for holistic business and strategic plans to deliver total Nordic brand objectives, managing delivery of KPIs including budget and PnL management. Representing Nordic requirements in NE annual business planning and working with Hub to ensure strength of brand strategy, media plans and assets. Team management of a Nordic commercial activation team of seven team members, including coaching, training and recruiting.

Responsible for leading commercial operation and in-country activation to achieve country sales, market share and profit targets by effective implementation of agreed Nordic category plans and sales/trading strategies. Lead of local Sales, Brand Activation, Shopper & Category and Health Care Professional functions.

Management of brand operations in Finland to ensure market-leading excellence in execution towards consumer, shopper and customer for the local portfolio of Consumer and OTC brands in Mass and Pharmacy channel.

Ensuring development and excellency in execution of Local Brand and Trade Activation plans, securing successful NPI launches and optimized shopper marketing activation.

Line manager responsibility of the local brand activation team.

Responsible for local brand and commercial activation for a wide portfolio of Consumer and Self Care brands during 2009 – 2016. Main accountabilities consisted of development and implementation of local brand business plans, new product launches and campaigns, development of trade selling decks, defining and adapting the 4P commercial strategy and tracking the local brand business performance.

Responsibility of translating the Nordic Brand and Marketing strategies for the Hygiene and Beauty portfolio into the local Trade Marketing plans for Finnish Retail and Special trade. Planning and executing product launches and campaigns, managing product assortment.

Lumene skincare products and colour-cosmetics sales to Sweden, Norway, Island and Tax Free and Cutrin Haircare products sales to Tax Free customers.

Strategic planning of sales- and marketing activities for Nordic countries including advertising, budgeting, cost, and competitor analysis.

Responsible for Favora skincare products sales to Orion Pharma/ pharmacies and to personnel in the health-care sector. Developing strategies and annual marketing plans.