Heikal Aliakber

Previous Role:

Brand Manager, Discount Strategy | Altria Group

Richmond, VA - February 2021 - January 2023

• Ran the Marlboro Rewards digital loyalty program, devising drive-to-retail promos that yielded $70MM in incremental sales while leveraging web analytics to properly segment consumers and deliver personalized value incentives.
• Developed the new brand identity and positioning of Basic, leading the effort to relaunch the brand in Wisconsin and Michigan after 13 years of total divesture by Altria, achieving 52% share growth within 6 months.
• Launched L&M Simple Tobacco in 6 six states, surpassing weekly growth targets by 8% and competitive sourcing goals by 43% through the development of the product’s equity, positioning, and go-to-market strategies.
• Devised and activated new discount value strategies across Basic and L&M, delivering targeted value across newly segmented audience groups on a regional basis across the United States.
• Reintroduced click-to-mail to L&M smokers, resulting in a 5% increase in database contactable loyal smokers and a 100% increase in overall web and email engagement.
• Introduced Marlboro into the Diplomatic duty-free channel, an Altria first, creating exclusive print ads and pricing strategies.

Previous Roles

Account Supervisor | MKTG

New York, NY - April 2017 - June 2017

Sr. Account Executive | MKTG

New York, NY - February 2015 - April 2017

• Executed 50,000 lead generation activations across the United States annually in retail, night-life premises, trade shows and major cultural events en route to surpassing yearly engagement goals by an average of 11%.
• Managed and reconciled an $18MM budget, ensuring financially viability of planned executions.
• Launched Velo nationwide, developing the brand’s identity and promotional programs across multiple consumer touch-points to ensure successful product adoption.
• Analyzed program metrics to ascertain ROI, identify growth opportunities in-market, and optimize field activations.
• Introduced digital integrations into 1:1 field interactions, ensuring increased engagement in social and eComm channels while providing immersive brand experiences.
• Forged partnerships with organizations that aligned with Natural American Spirit’s social responsibilities/mission,
  activating co-promotional events and establishing evergreen community initiatives.

• Tutored intellectually and emotionally disadvantaged children in all subjects, ages 7-16.
• All students graduated to the next grade-level every year.

• Increased OneTouch Verio Flex product adoption by 16% amongst target audiences.
• Ideated and executed innovative brand experiences at the McKesson ideaShare and RBC Cardinal Health trade shows, increasing year-over-year booth engagement by 24%.
• Created eComm strategies to establish OneTouch as a successful Amazon retailer.
• Activated co-promotional retail and HCP strategies for diabetes products across the J&J and OneTouch portfolio.

• Generated omni-channel marketing plans for the brand’s revamp, and instituted brand communications guidelines.
• Drove sales volume by 12.5% via establishing a partnership between the org and JustYoyo, a mobile payment app.

• Collaborated with key internal and client partners to develop experiential marketing strategies for the American Express music & entertainment sponsorship program.
• Secured funding to activate entertainment marketing platforms, sponsoring artists and leveraging paid media to drive consideration of card-member exclusive events.
• Saved $1.2MM on the American Express: Unstaged digital entertainment series by enhancing a complex budget process.