Commercial Director Beverages - International and Emerging Markets
Arla Foods
Total des années d'expérience :26 years, 4 Mois
Directs commercial and marketing functions in 16+ markets across Europe, Asia, Middle East,
and Africa. Implements executable marketing and new business strategies, particularly for brands such as Starbucks, Lurpak, Arla, and Cocio. Formulates and executes market entry and penetration strategies to contribute to overall business profitability. Provides strategic guidance and direction for new channel and distributor development, including the integration of new business units and brands in international markets. Refines existing route-to- market models, whilst also streamlining internal business processes to deliver consistent high levels of service to end customers.
► Captured growth of 842% for the beverages category across all assigned markets in 4 years through the formulation of specific short-term strategies customised to each country.
► Accelerated growth of the brands to become either number 1 or 2 is almost all markets, by driving the transition from above-the-line marketing to specialised in-store activities and channel focus founded on shopper research.
► Significantly improved Leadership scores, during very complicated reorganization and strategy changes in the company, by approximately 10% with complete staff retention whilst exceeding commercial targets.
Oversaw cross-functional teams of 16 across the Category and Trade Marketing functions accountable for key brands such as Puck, Three Cows, Lurpak, Arla, Castello, and Starbucks. Streamlined existing processes and implemented procedures to better serve the developing needs of a large consumer base. Reported to: General Manager| Direct Reports: 16| Revenue: €200M| Marketing Budget: €4M
Assumed accountability for an annual operating budget of €7.5M, as well as for developing market entry strategies into the MENA FMCG market. Transitioned from costly, low-quality external research agencies to an in-house research unit. Strategy drove identification of 5 brandable categories as the optimum lines for market entry and consequently developed a 5-year business plan for each category. Hired, recruited, and assembled a 4-person executive team.
Steered blockbuster new product launches, averaging 3 major launches and 8-10 line extensions annually (with the largest launch targeting €22M revenue). Sustained No. 1 market position in 9 of 11 primary products, with a portfolio encompassing 42% of all daily long-life foods sold in the Middle East and the flagship product achieving 52% of total market share. Effectively administered €9.6M marketing budget to increase category revenues from €145M to €331M (€64M organic growth) in 4 years.
Successfully launched the advanced nutrition pro-biotic range attaining all established targets in 6 months. Reduced historical product financial losses within the new category by almost €726K in the first 18 months. Project Leader for Parmalat’s expansion into new African countries, with the long-term aim of entering joint ventures or securing direct investment to grow the business.
Conceived ICT convergence strategy utilising the telephony business strengths. Developed the first Telecommunications Training Academy for dealerships, which became a key profit generator and a major USP for the group, certifying staff to sell, install, and service products thereby fostering brand loyalty. Identified market white spaces and sourced brands to fill these gaps. Built brand and category communication plans. Established trade shows and fairs across Southern and East Africa. Developed distributor toolkits and tendered on behalf of the company for major projects. Revenue growth from €2.4M to €225M (Primarily through Mobile revenue and acquisitions).
Initially hired as Accounts manager to support building a small regional BTL agency into a national agency spanning 3 offices and 9 satellite branches and later incorporated as Partner. Accountable for brands including Colgate-Palmolive, Kimberley Clark, Roche, Unilever, Sara Lee, various Diageo brands.
► Oversaw national customer service function including account management, client services and accountable for all promotions.
► Launched and managed first permanent branch office in Gauteng, charged with securing new business and overseeing all training and operations.
► Successfully created and executed BTL campaigns across various FMCG, Telecoms and Beverage brands based on ATL briefs including on-consumption and off-consumption occasions.
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