Ali Kashani

RESPONSIBILITIES:
In charge of developing AXE New Fragrances mix (product + advertising), one of biggest innovation projects in Unilever: launched yearly in +/-80 countries, TO >100M€ per year.

MAJOR ACHIEVEMENTS:
. Developed from AtoZ 'Axe Excite' (launch jan 2011), that is on track to become Axe biggest historic launch in 25yrs. See campaign on http://www.youtube.com/watch?v=WRnBHHcdHJQ
. Active role in redefining/optimizing New Fragrances strategy and ways of working

KEY RESPONSIBILITIES:
- Lead Deodorants business (2/3 of TO), Brand campaigns (‘AxeEffect’, ‘AxeBoat’) and AXE Media plan across all projects.
- Dedicated 1/3 of time developing French-specific engagement campaigns (>1.5M€ production budget/yr).
=> Built strong skills in agency management, media strategy, internet, consumer engagement, young target.

MAIN ACHIEVEMENTS:
Made France a best-in-class country for AXE, with outstanding growth (>14% in 2007-2008), stronger brand equity (‘cool brand’, ‘fragrance quality’), and led creative and media agencies team on 4 world-class engagement campaigns (see case studies: www.buzzman.fr/casestudies.php ; and youtube.com/watch?v=n1RuYfPaV2M).

MAIN PROJECTS LED:
. Launched 3 new fragrances, 2 of them becoming best historic launch (Axe Vice in 2007, Axe DarkTemptation in 2008)
. Launched the brand in a new segment (anti-perspirants AxeDry, 2008)
. Relaunched the brand ("Bomchickawawah" campaign - improved fragrances, 2007)
. Brand campaigns: "Plus t'en mets plus t'en as" 2007; AxeBoat 2006, 2007, 2008)

2005 : chef produit Ushuaia Douches et Déos hommes - développement et opérationnel

2003-2004: chef de Produit DOP Douches, P'tit DOP, Cadonnet - développement et opérationnel