6:30 AM — Before the Traffic
Brand management is decided in the market, not in the office. I start in a supermarket aisle in Dhanmondi, checking shelf share, facings and whether the promotional material actually arrived.
9:00 AM — Numbers First
Back at the desk I pull last week's offtake, SKU by channel. If I cannot explain a dip with a date and a cause, I do not yet understand it.
12:00 PM — Campaign Review
Agency, media and creative in one room. We cut two ideas, keep one, and agree the measurement plan before anyone spends money.
4:00 PM — The Launch Plan
Supply, sales and finance each hold a different view of the same launch date. My job is to make one plan that all three will actually execute.
8:00 PM — Home
I reread the brief I will circulate tomorrow. If a field officer cannot act on it, it is not finished.