regional manager sales and marketing
Unilever - Kenya
Total years of experience :9 years, 0 Months
• Strategic Sales Management: Establish corporate goals, short term and long-term budgets and developing business plans for the achievement of these goals. Segmentation of modern trade customers and overlaying full business portfolios so as to create trade execution plans that drive maximum impact across all categories.
• Customer Management Activities: Development and sustenance of solid relationships with
• modern trade customers. Heading successful product launches and developing effective customer management activities.
• Team Leadership and Development: Driving performance management on KPIs including demand, availability gaps, price achievement, profitability and working capital. Formulate performance measures, parameters and targets in line with the business objectives and set targets.
• Market research and Insight Management: Conducting competitor analysis, keeping abreast with market trends and competitor moves, reporting on the trends, analysis, moves and giving suggestions on adjustments.
• Budget Management: Deliver profitability analysis at product level and linkage to commercial decisions
• endeavoring to meet target margins.
• Category management and promotions recommendations, researching on various price points to give maximum best margins.
• Floor merchandising and sharing ideas with various brands enthusiast to come up with the right execution strategy at all times.
• Maintaining QDVPP. Quality, Distribution, Visibility, Competitive price and promotion so as to scale up revenue generation and to enhance optimum depletion
• Led a team of fifteen van sales representatives and five merchandizers to drive sales and disruptive visibility in both modern trade and traditional trade to drive sales.
• Creating Distributor staff capability so as to keep them track on the continuously changing market dynamics.
• Oversaw sales forecasting and planning these include distributor stock management to ensure continuous product availability in all distributor stores.
• Oversaw Area marketing Budget, P&L and general revenue growth management.
• Distributor management and optimization and developing (JUBPs) Joint up Business plan to ensure volume and revenue targets are met by Key strategic outlets, these outlets include supermarkets, hypermarkets, groceries and one stope shops.
• Spearheaded sales and Market Execution so as to stay ahead of competition and stream lining trade promotions while bearing in mind ROI.
• Analyzing and sharing assorted reports to assist in sales acceleration and marketing strategies to counter competition
• Managed order cycle to enhance business development and maintain sustainability and customer satisfaction.
• Monitored customer buying trends, market conditions and competitor actions to adjust strategies and achieve sales goals.
• Grew market penetration and sales figures by leveraging supplier relationships and personally overseeing negotiations on key strategic outlets to ensure I drive 80:20 rule so as to realize ROI in terms of distribution this resulted in 60% revenue increase in profits.
Ensure the territory achieves given sales targets (Volume and Value) through hands on management of given accounts/ territory in line with the sales and distribution plans.
Ensure call compliance, strike rate targets and outlet expansion is exceeded in the given territory as per SFA targets
Ensure adequate product listings and product visibility in outlets and monitoring brand trade performance through client call cycle schedules
Oversee the execution of the merchandising and promotional activities as per approved plans in their assigned territory.
Create value adding marketing/ business relationships, within the territory clients by resolving customer concerns and feedback.
Collect information on market intelligence, analyze market competition within the territory and prepare reports on market trends, competitor to support decision making.
Supervise, motivate and develop the territory sales representatives assigned in their areas to ensure maximum returns for the business.
Regularly oversee the Territory Sales Representative visits to outlets to ensure that the 4A`s (Availability, Accessibility, Affordability and Activation) are being applied and address any skills gaps.
Work in collaboration with the distributors and the Territory Sales Representatives to ensure stockiest and retail outlets in assigned territory are fully serviced as per agreed SLA`s.
Assist any Carlsberg regional budgeting activity assigned and drawing up of budgets for market activity recommendation.
Outlet creation minimum of 40 per month increasing the numeric distribution by 38%, increasing outlet universe from 3620-5210.
Total area sales (sellout and revenue) registered 12% vs. PY and 8 % vs. budget by close of the year 2016.
Asset management such as market equipment (company pick-up, coolers, chairs, table sets, hawker umbrellas etc).
Asset verification.95% coverage
Market Execution (RED) with reference to the preferred execution standards. Moved RED from 45%-61%.
Market intelligence and competition tracking.
Client relationship and response to product quality issues prompt documentation and effective corrective action.
Weekly, monthly, quarterly and yearly performance review (Account Developers).
Recruited to develop and drive business opportunities and expand product portfolio within designated sales territory in order to:
Increase sales and profit within the general trade store channel.
Developed strong relationships with large accounts and corporate retailers, provided sales support, conducted sales presentations and product sampling and negotiated pricing and product availability.
Conducting market research on new products offered by competitors in the market, their prices and range of products.
Supervise the subordinates to make sure that we were always on and above target.
Exceeded over all goals for every period and evaluation and partly acted as the Area Retail Manager.
Doing weekly and monthly reports to assess on the progress in the market and targets
Support growth of corporate objective.
Other responsibilities also include merchandising, putting up distributor orders, and building displays.
Understand and deliver against budgeted numbers, utilizing sales tools and programs designed to increase sales and profitability.
Order Generation at OCCD. Ensure that OG is achieved at distributor level as per set targets and as per sell out. Manage and follow up on OG recon i.e. settlement, returns.
Accounts Receivables Management. Ensure that the distributor has a clean account with NBL with no outstanding monies.
DOSA (Distributor Operating Standard Assessment) Implementation and Maintenance. Implement and maintain the new DOSA standards for any consolidated MDC.
OCCD Health and Stock cover days. Ensure the OCCD financial health is as per policy and that the level of investment required is maintained and managed.
Quality Management. Maintain Product and Package quality as per The Coca-Cola Company’s Quality Standards with focus on Stock rotation.
Sales Force Automation (SFA) champion.
Right Execution Daily (RED) Champion.
Graduated with 2nd class upper division ,got a scholarship with technobrain to develop retail and cloud app