Mark Csaba Antal

• Management of the Parodontax and Aquafresh brands in Hungary and Romania with full P&L responsibility
• Increased involvement in innovation pipeline, increased decision making power in NPI launches compared to the previous role

Manager of Parodontax and Aquafresh oral healthcare brands, with extended responsibilities compared to the previous role.

• Restructuring of the brand portfolios, initiating NPI launches for 2024 to drive profitability
• Managed the launch of a Parodontax toothpaste NPI, with it already helping the brand to regain growth momentum (+0,4 pp. brand val. MS in 2023 Oct vs LY, in the first month of supporting campaign)
• Initiated and managed the first influencer campaign and digital banner campaign for Parodontax to drive penetration among young, non-users of the brand

Management of the Centrum, Fenistil and Zovirax brands on the Hungarian market, including brand planning, strategy development, budget & campaign management, media management, NPI management, strong cooperation and regular alignments with sales, shopper marketing, CEE marketing and supporting divisions, project management involving several other over-the-counter (OTC) brands such as Voltaren, NeoCitran and Otrivin.

• Lead the launch of Voltanatura in Hungary, including the first ever influencer campaign globally behind the brand with close cooperation with senior global and CEE peers from Haleon and Publicis agency.
• Achieved significant growth (+1,3 value MS growth at the time of switching positions) on Centrum in a contested market, after several months of decline in the prior year. Innovated new TV/digital campaign, managed portfolio restructuring, co-developed new promo and strategy and POS materials with sales and shopper marketing.

Management of the Edrington (The Famous Grouse, the Macallan, Highland Park, Brugal) portfolio & Rézangyal and later the Brown-Forman (Jack Daniels, Finlandia, El Jimador) premium spirit portfolios, including brand planning, A&P budget management, campaign management (ATL & BTL), promotion analysis and planning.

• Innovated and managed the first ever marketing campaigns of Highland Park and the Macallan brands on the Hungarian market, contributing to 30% sales value growth on the portfolio in 2021 compared to previous year.
• Managed the Xmas giftpack NPIs, parttaking in KA negotiations and development of packaging and POS, helping Jack Daniel's reach market leader position in the whiskey market.

• Assisted the work of Shopper Marketing Managers with preparation of analyses, presentations and daily administrative tasks
• Managed strategic full-portfolio business projects from planning to execution, such as the development of POS material during peak Christmas period, reforming and leading Monthly Activity Review meetings.