Graham Boden

A variety of Consulting projects across various industries from Financial services product launch management, to Airline loyalty program, to FMCG market assessment, University Marketing plans, pharmaceuticals brands marketing strategy for 2014, travel agency lead generation.

2014 assignment - POLO mens & ladies fashion, footwear, luggage and accessories. Includes the full range of prestige brands under the corporate brand name, as well as managing 8 premium, boutique POLO Fashion retail stores in high end shopping malls nationally. (local subsidiary of Ralph Lauren, under license)
• Development of fashion, clothing and footwear ranges, Sourcing of the products and styles internationally, sales, marketing and distribution of the branded ranges
• Management of 8 premium fashion boutique stores in upmarket shopping malls in South Africa.
• Expansion plan for launch of retail stores into African countries.

* Tasked with the objective of changing the self med division into a consumer-centric team that operates on brand building philosophy and build a culture of performance to compete more effectively within the Self-medication market, against the Big 5 competitors.
* Responsible for R900 million budgeted sales revenue across the 2 business divisions, managing 32 in-house sales reps and 9 marketing category Managers, national retail key account mangers, and financial analysis and reporting.
* Develop, grow and drive monthly sales to preserve the market share of the brands within the consumer division, reporting on divisional performance.
* Achieve budgeted sales and profitability targets
* Manage the 2 divisions profit and loss in line with Head of Commercial Finance
* Review and approve business investment and expenditure to grow the divisional brand categories
* Maintain customer relationships with SA retail and wholesale accounts, and the pharmacy networks that are the channels for distribution to consumers
* Oversee the effective management of sales and distribution agents that drive the sales operations within the business
* Control the management expense budgets (R36 million), brand investment (R25 million), as well as trade spend and trading terms (R50 million)
* Build teamwork and employee motivation and positive working relationships with supply chain and manufacturing so support the business objectives

Achievements
* The merger of 2 divisions into 1 within the company structure: integration of 2 teams of functional managers, and create strategic direction and focused goals
* The setting up of a formal market team along category lines to manage the 8 therapeutic classes ( appointment of 5 new brand category managers)
* Investment approved for Conducting consumer insight studies in 5 categories
* Develop a more strategic approach to managing the brands and improving market share position: some brands have responded well eg, Eye gene, Woodwards baby, Git / laxative brands, skin preps.
* Investment in Aztec /sell out data to develop fact based selling and move beyond dealing, trading and a price philosophy
* Set up a Trade marketing team to analyse sell out and market gaps within the retail competitor landscape.
* Get the operational basics of an FMCG business into place - consolidation of 3D marketing as sales agent, and integrating the partnership of the business teams
* Making headway in Creating a consumer oriented divisional culture within a generic pharmaceutical business (this will take a longer time period)
* Vision to grow 6% market share within 3 years to become No. 1 OTC portfolio in South Africa
* Strengthen relationships with key retail customers through collaborative planning and category growth discussions

Reason to leave: Took my daughter to University in USA.

(India owned parent co, affiliated to Sara Lee corp, USA)
Reported to the CEO for Africa (R260 mil turnover)
Retailing of beauty, fashion and toiletries brands / importing of hair care retail products through Retail stores nationally.

Key Responsibilities:
* General Manager of retail stores (beauty & fashion products) and branded consumer products (toiletries brand), consisting of 29+ retail stores, and FMCG brand portfolio.
* The role was due to a merger between 2 smaller companies within the Godrej Africa business, and was to assist the CEO in the change management from family business to corporate, and the strategic direction for the joint business 3 year Plan.
* Responsible for top line monthly and annual revenue target achievement, margins, expenses and achievement of annual plans and profitability of the Retail / Brands division, with a staff complement of 150 people nationally. I headed up the sales, marketing and retail operations within the business, including buying, planning, visual merchandising, and developed strategy and structure to suit the business for growth.
* Set annual budget plans and growth objectives for the Retail division and the company hair care brands; including growth plans for the expansion of Kinky retail stores within South Africa and develop the African footprint.
* I was Tasked with the responsibility of assessing the Feasibility of a Franchising business model for the retail segment. The Feasibility study was presented to the India owners for execution and development of the full business execution plan at the time of the merger.
* Strategic and financial management - set key priorities and develop plans for the achievement of annual budgets and company financial objectives
* Business Development of Store Network - upgrade existing stores and expand store network, managing stores to meet budgeted investments
* Leadership of the Retail division and Branded Business - Ensure Strategic Brand direction and sales execution of business strategy, as well as Product marketing and category merchandising for the Retail stores.
* Human Resources - Ensure the retail organisation, structure and human resources are in place to manage retail operations. - Enhance recruitment, coaching and people development through training to support the growth of the retail business
* Manage Supply chain and inventory to ensure product mix meets market demand and enables the division to optimise its business objectives
* Oversee the buying and sourcing of product lines through international supplier network and through local manufacturing project teams


Achievements
* Developed the first strategic plan for the business, which included a Franchising business model to meet the vision of "60 stores in 3 years"
* Opened 6 new retail stores in specific locations that were more 'fashion forward' and improved the retail brand presence and captured a more affluent consumer, living in the suburbs
* Developed stronger brand identity and rebranded / upgraded existing stores with a uniform "look and feel" nationally
* Created the Inecto hair care "hero brand identity" through strategic umbrella branding, with packaging relaunch of sub brands under the mother brand positioning
* Launched a Caucasian hair colourant brand (imported from India) into a highly competitive category. Achieved 6 % market share in the 1st year, and after 2 years has 18% share of market

Responsible for Marketing, Sales, Key retail customer Accounts, and 8 retail fashion stores, mostly in female fashion and Lingerie
(Statutory Director)
Manufacturer and marketers of Personal care and Fashion brands

Key Responsibilities:
* Lead the Sales, Marketing, Key account management team, Product innovations (R & D) and manage 8 Retail outlet stores
* Overall, to ensure the growth of the 5 Core brands through sales, marketing and customer initiatives, and managing brand margin and profitability through pricing, cost of goods, stock management and operating costs.
* Lead, direct, energise and motivate the joint commercial business team to achieve a strong, structured, branded marketing approach (6 direct reports, with a 168 staff responsibility in total: National Sales Manager (sales force, sales consultants), National Key accounts, R&D & Innovations Manager, Marketing Manager, Category Manager, Retail manager (8 retail outlets), Commercial Analyst (Financial, Budgets, Pricing, business analysis and liaison with finance team)

Achievements
* Repositioned the Playtex mother brand to focus on market opportunities within the middle income "Black Diamond" consumer group. The Playtex brand has been growing consistently for the past 3 years, with 19% increase in 2009 vs 2008.
* Developed a 3 year Brand strategy for Wonderbra. The brand doubled its turnover in 3 years with growth increase from +6% in FY06 to +27% in FY07, to +38% in FY08, all ahead of projected brand sales objectives.
* Customer / Retail Initiatives: Introduced new in-store display concepts to retailers to back the Wonderbra "4 effects" launch campaign, and the promotion increased sales by 26% over the period versus prior year.
* Girl Inc brand was showing "flat" performance for 3 years - took the brand back to "core brand properties" suit the Core teenage consumer. The brand grew 32% in 2008 vs 2007.
* Cross Your Heart is the biggest individual product line in the business and was a "cash cow" in terms of the brand portfolio. Over the first 18 months of the big size program the brand showed growth of 42% and we could not keep up with the stock demand created at retail level.

Reason for leaving: Change in MD, I moved for personal growth. (Godrej was affiliated to Sara Lee in India)

Responsible for Sub-Saharan Africa region, with a CEMEA regional matrix reporting structure to London.
Financial Services Corporate Brand Marketing, Sponsorship and Customer development
Advertising spend of R32 million

Key Responsibilities:
* To set the annual business strategy in line with the General Manager, and manage the development of the Visa business throughout sub-Saharan Africa, with specific focus on Brand Marketing (B 2 C) and Retail banking Customer business development (B 2 B)
* Corporate and marketing Strategic planning
* Finance and Budgetary Control (Visa Signatory) - R32 million spend
* Staff motivation, management and development
* Market Development and Planning (Develop the product offering with the retail banks)
* Customer and Channel plans - managing key customer relationship expectations
* PR and Corporate Communications (Visa Media spokesperson)
* Marketing strategy, advertising and promotional plans (Protect and grow the Visa brand and sub brands)

Achievements :
* Market Share increased from 37% in March 2001 to 59% in December 2003 - highest Brand awareness share ever for VISA in sub-Saharan region. 12mma share at 53%.
* Led the Visa CEMEA 2003 Rugby World Cup Project team, involving 9 countries across Europe. The project had the highest business success globally with a 23% increase in turnover achieved vs PY.
* Managed the local African Execution of the Visa 2004 Olympics Sponsorship across 6 African countries - achieved an increase in turnover of 13% and additional 250 000 new cards issued.
* Managed the sub regional New Product development launch program for Visa Electron roll-out from August 2001, which surpassed company expectation, with volume growth of 48% in 2003 and 8 million cards issued over 3 years from launch.
* Repositioned the Visa corporate brand in the market through a multi-media campaign in June 2002, which was the driving force behind putting Visa into the No. 1 brand position within South Africa - this was then launched in 5 African countries.
* Negotiated the 1st ever branding of the Cape Town cableway to support the new brand positioning of Visa takes you places.

Reason for leaving: New challenge and bigger responsibility as Sales & Marketing Director with team leadership responsibility

Member of SA Board of Director.
Confectionery, Snacks, Food & Beverage Manufacturing and Marketing
R28 Million Budget Expenditure control

Key Responsibilities:
* My role was Strategic and Operational marketing direction, influencing the corporate strategic direction in sub Saharan Africa, and communicating this within the marketing team, as well as driving for company results through people, and project execution.
* Strong Volume growth was achieved on the brands in 1998 and 1999 through NPD innovations that filled strategic market gaps that had been identified.
* My responsibility includes the complete management of the company's Marketing Department consisting of 12 staff. I reported directly to the Managing Director and had 2 Marketing Managers (Foods/Confectionery), who had teams of supporting Brand Managers and Assistants.
* The company operated in 6 different market categories within FMCG Food & beverages.
* I was fully responsible for handling all Trademark issues for the company with the attorneys.
* In terms of heading the department, my job function as a DIRECTOR was both operationally focused and broad based in terms of Business and brand Strategy.

Achievements
* Royal Baking powder growth to highest market share ever at 86% through repositioning the brand and launching a smaller pack size for the lower end consumer groups
* Launch of New Royal puddings, as well as brand packaging relaunch to meet ROYAL global brand identity.
* Development of the Complete Launch plan for Oreo in SA and the Nabisco Biscuits range.
* Huge success of the OREO biscuit launch, that captured 12% market share in the first year, and toppled the No. 1 chocolate biscuit brand in the market, as well as new Crackermates and Riviera ranges that created a more competitive biscuit category.
* Manhattan sour gums launch, a new innovation in the category that took the market by storm.
* Captured No1 position in marshmallows segment from Beacon (market leader)
* New in-store display innovations that created excitement and disruption in store.

Reason for leaving: Company buy-out globally. Went to USA for opportunity.

Key Responsibilities:
I had line management responsibility for 4 marketing personnel covering 20 brands, the “bread and butter” of the company, accounting for 70% of company turnover. The gross sales turnover of my total portfolio was R342 million, with an advertising expenditure of R13 million (1996). My responsibilities spanned the full classical marketing spectrum, both in the formal retail / wholesale sector and the informal sector.

My function was to manage the Bakers (market leader) and Wests (pet treats) brands through successful co-ordination of the marketing function. The objective was to achieve profitability and growth as identified in the Marketing Plans in order to contribute to the company’s overall marketing and corporate strategy.

Key Achievements:
I managed various brand campaigns across the Core market leader brands that reinforced brand strength or fought against private label competitors that were eroding brand positioning on price.
• Developed advertising and promotional campaigns that were successful in achieving brand growth over the promotional period and produced positive return on investment eg, Eet sum Mor shortbread brand.
• Re-launched the entire Bakers core brand portfolio with updated iconography and modernized the brand image in the market. Developed a new corporate “Baker man “TV advertising campaign, that was integrated through the line into store mechanics and created sales impact as the market leader brand.
• Successful launch of Mini Cheddars in SA (in associated with United Biscuits, UK)
• Developed the 3 year strategic brand plans which included NPD plans for market penetration
• Re-launched the West’s brand with updated packaging and new product introductions

Reason for leaving: Nabisco approached me to Head up the Marketing team. Opportunity to take on an Executive role for personal growth.

Chocolate Countlines, Chocolate Slabs & Boxed Assortments.

Key Responsibilities: * To achieve the portfolio sales, brand share and profit margin targets via the effective management of marketing plans and strategies, and the launching of new products.
Co-Ordination /Implementation of Brand marketing activity
* Liaise with various Advertising Agencies on above and below the line activities.
* Co-ordinate and implement new product launches and promotional campaigns.
* Conceptualisation and execution of promotional activity and point-of-sale material.
Short Term Analysis/ Forecasting
* Analyse and report on market research data to management.
* Forecast sales for brand portfolios by market segment. Prepare annual sales budgeting and forecasts.
* Formulate pricing/dealing structure within parameters.
Long Term/Strategic Planning
* Employ portfolio analysis in assessing performance.
* Develop medium term marketing plans.
Product Development
* Initiate new product development as well as improvements/modifications, including all
* Product costings and financial analysis to achieve acceptable gross product margins.

Key Achievements:
Numerous new product launches and brand marketing campaigns across the chocolate portfolio, creating sustainable brand properties that build brand equity and drive incremental sales volumes, through integrated marketing activity above the line and below the line, with in store display support to encourage sell through within the retail channels.

Reason for leaving: Growth opportunity into line management as marketing manager in related category

Toiletries and Haircare Portfolio (Deodorants, Schwarzkopf Hair care)

Key Responsibilities:
Managed the Hang Ten and Playboy Deodorant brands, and OTC portfolio, Assisted on Hair colourants, Schwartzkopf retail branded category

Initiate, execute and implement brand marketing planned activities
New product launches
Dealing with advertising agencies - Brand advertising and promotional campaigns.
Development of in store stands and point of sale material
Event management, eg, Summer activity - Beach events
Trade promotional campaigns
Sales force communication and brand activity schedules

Key Achievements:
Sales awards for achievements eg. 3rd position, Sales rep of the year 1988
•Developed brand plans for Deodorants portfolio
•Commission brand campaigns to drive awareness and sales through the retail channel
•Launched line extensions to deodorant brands
•Produced 1st TV campaign for Flutex cough mixture
•Launched a new gargle / mouth antiseptic into pharmacy
•Laxatives drive in wholesaler to stimulate off take : “Win a trailer” promotion

Reason for leaving: Opportunity to join a strong branded multinational company

Sales Representative - Pharmacy & Food Retail

April 1986 - Dec 1986: Marketing Assistant - Headaches & Colds & Flu