Regional Manager – Africa Emerging Markets
Red Bull Fze
Total years of experience :18 years, 6 Months
As a strategic Regional Manager, I led the way in masterminding P&L strategies and KPI targets for Red Bull across 25 countries, successfully steering 21M Serving Units in 2022. My leadership resulted in a significant 30% surge in top-line and 37% growth in the bottom line in 2022 as compared to 2019. This was achieved by pioneering geographic expansion, overhauling Route to Market (RTM), and optimizing demand planning and marketing strategies. I particularly transformed the business landscape in Ghana and Mauritius by implementing a Sub- Distributor model backed by a skilled activator team and strategically aligning Distributor Partners' payment conditions with corporate guidelines, respectively.
Significant achievements include dramatically improving the team engagement score from 3.38 (8th percentile) to 4.58 (99th percentile) within just a year, reviving the business in Angola by optimizing the Value Chain and launching a game-changing key account strategy, and restructuring the Sub-Saharan Africa TV Campaign saving $120K annually.
As a Regional Manager for Africa Export Markets, I executed full P&L and KPI targets across 15 countries, managing 4.5M Serving Units in
2019. My efforts in transforming sales, distribution, and execution resulted in a successful implementation of a Distributors Excellence Program. Notably, reversed a negative growth trend of - 14% CAGR over 3 years, driving double-digit top-line growth. By leveraging efficiencies across all countries, I bolstered profitability and eradicated OOS across all markets through strategic demand planning.
Championing expansion, I launched 5 new markets by skillfully conducting market potential assessments, evaluating RTM, assessing distributor capabilities, and defining value chains.
In my role as Area Distribution & Field Force Manager, I spearheaded the innovative Census project, accurately mapping the store universe across various countries. By refining RTM and journey planning, I improved the efficiency of the Saudi Arabian sales force significantly.
Additionally, I introduced "Fact Finding" & "Market Scan" techniques that became global best practices for identifying potential DPs. My leadership was instrumental in hiring and developing 20 Distribution Partner Managers and in designing international and local training programs that enhanced team capabilities.
As Area Business Intelligence Manager, I led the development of new sales tools, significantly enhancing business efficiencies across all markets. My skills in data analysis enabled me to present comprehensive monthly trade and financial sales reports and generate insightful internal and external data reports that drove company growth. My negotiations with external data providers resulted in highly beneficial deals, securing higher standard outputs while reducing contract costs.
At Michelin, I devised automated sales reports that integrated various data sources, bolstering the commercial department's ability to define market assumptions and business ambitions. I partnered with Pricing, Finance, Supply Chain, and Sales teams, providing SKU analysis by segment that optimized country mixes. My role as the primary presenter of market, sales, and share reports in steering committee meetings and leader of cross-functional teams ensured the successful build of the yearly Strategic Plan and Business Plan. My successful management of the development of a global Market Forecast System became a key strategic asset for the company.
At Aksa, I made a significant impact as Business Development Manager for Africa. By identifying, negotiating, and launching the main distributor of Angola, I achieved an extraordinary 950% sales boost in the country.
Developed MS Excel tools for new business evaluation with analysis of IRR and NPV, reducing total workflow by 1 day;
Identified potential markets saving $48, 000/year in traveling and operational costs;
Built business proposals for Key Accounts containing analysis of return for Company;
Prepared a Possible Key Account’s report, indentifying and ranking them for each region increasing uptake to 1 per 3 visited clients;
Supervised one junior analyst and one trainee through these activities.
Developed new sales forecast tools and methodology resulting in savings of $4, 000, 000 annually;
Reduced from 10 to 2 working days the development of company’s annual budget (Volume and Margin), increasing accuracy from 71% to 89% through developing a MS Access based tool;
Introduced KPI’s (Key Performance Indicators) in sales forecast to help maintain high standards;
Conducted in-field new segmentation method;
Defined sales objectives for each segment;
Prepared and presented sales forecast training for 20 people, saving the company $40, 000 annually;
Monitored daily sales, creating managerial performance reports to CEO’s;
Implemented a weekly newsletter about fuels market including;
Managed two trainees.
Introduced a new line of products (Motorcycle tires) in 3 of the top 5 states of Brazil;
Increased gross profits by 92% from previous year through pricing negotiations, and improving sales mix;
Increased sales by 165% from previous year by increasing sales activities with new prospects and static accounts and developing the sales of its major wholesale customers (B2B2C);
Opened 14 new POS's between March and November 2007 (Increase of 700% from previous year);
Prepared and presented sales and technical training for 30 costumer’s sales force, saving the company $45, 000 and helping to increase customer’s sales;
Conceptualized and implemented campaigns in newspapers and radios;
Developed a warranty package that helped to add value to a new product launch;
Developed a Fleet Management Service with potential to reduce client’s costs by up to 30%
Coordinated local teams in Latin America to attend sales, prices, and market share follow-up through developed MS Excel Tools;
Instructed and coordinated research teams in market segmentation, price and attributes elasticity (Conjoint analysis);
Optimized tools of sales forecast and scenario building increasing assertiveness in 40% from previous year.
GPA: 7,5 Elected Class Speaker