Senior Manager- Sales Strategy & Planning (Baby Care)
Procter & Gamble
Total years of experience :8 years, 9 Months
I was allocated this region to reverse significant sales volume declines. I supported this business unit in growing sales from USD -3M to USD +5M by leveraging marketing, R&D, and data analytics to understand the root causes of sales decline. I also designed and implemented targeted customer segmentation, personalized promotions, and dynamic pricing strategies that optimized sales performance and maximized revenue growth.
I developed a strategic roadmap that drove premium forms (Pants & Premium Diapers) across diverse markets, and aligned shelves, displays and promotions with trends.
I spearheaded initiatives that resulted in a USD 2M increase in sales revenue with the optimization of SKU assortment and maximization of shelf and display space for top-selling, fast-growing, and emerging SKUs while delisting non-performing SKUs, leading to a notable reduction in out-of-stock instances across stores.
I drove the elevation of shopper based standards across all channels of the GTM structure, including Modern Trade, e-commerce, and high-frequency stores, retail outlets, and distribution networks with the development and cascading of strategic shelving and display planograms across distribution teams, development and execution of comprehensive training programs aimed at enhancing planogram execution and driving exceptional sales results.
I drove top-line growth by 15% in Modern Trade and improved margins by 3 percentage points, contributing USD 8 million to the bottom line through the maximization of in-store visibility to increase basket value, implementation of irresistible in-store superiority programs, and trading-up initiatives, thus capturing shoppers’ attention, enhancing the shopping experience, increasing brand loyalty, and outperforming the stiff competition.
Established a Store Ranking system ranging from qualified to best in class. Tied incentives with these programs into the distributor teams’ variable pay structure, resulting in a tripled net impact on best-in-class stores within four months of launch. This initiative successfully moved 70% of the business from the qualified category to the best-in-class category.
Expanded e-commerce coverage by onboarding 8 new partners, resulting in a fourfold increase in revenue from USD -2.5M to USD 5M. Enhanced the e-commerce foundation by optimizing key business drivers including content, assortment, and online stock availability to reach a 95% level.
Elevated brand visibility and credibility through strategic partnerships with e-retailers and investments in paid search placements, securing product positions in the top 10 on search across categories.
Transformed the collaborative joint business planning process with top retail partners by transitioning from transactional, on-the-spot interactions to a strategic, planned approach. Utilized the full calendar year to demonstrate the depth of partnership across initiatives (New Launches, Pantry loading and new promotions) and in turn getting counterparts in the form of incremental displays to enhance visibility and drive sales.
Promoted premium product usage through targeted marketing and sales campaigns, driving higher margins and profitability. Oversaw distributor operations including the preparation of the annual financial plan to achieve targeted profit margins. Created the strategic sales plan, ensured optimized stock levels. Improved the capability and visibility of impulse purchase categories, driving increased sales and revenue.
Developed and deployed point-of-sale (POS) materials for installation at checkpoints, enhancing brand visibility and driving consumer engagement at the point of purchase.
Scaled up growth categories to close market share gaps with competitors by expanding product lines, entering new geographic markets, and targeting niche consumer segments. Engaged with retail partners to identify engaging trends and opportunities for category growth and developing strong product, placement and promotion strategies that delivered double digit category growth.
Stepped up in-store superiority of shelves and share of shelf displays by conducting in-store audits, negotiating for prime shelf space, and implementing eye-catching displays and signage. Analyzed financial and supply chain data to optimize trade links and pricing strategies. Negotiated favorable terms with suppliers, streamlined distribution channels, and implemented inventory management systems to improve profitability.
Oversaw the successful launch of Oral B Toothpaste, driving market penetration and capturing new consumer segments. Conducted market research and analysis, developed targeted marketing campaigns, and leveraged strong conceptual selling to ensure buy in from both internal sales team and external partners to ensure product availability and superior instore sales fundamentals from day 1.
Doubled customer invoicing net value from USD 30 to USD 60 per store visit, spearheaded all aspects of sales and commercial business functions nationwide, driving full P&L accountability, strategy development, and financial planning to optimize profitability and growth opportunities.
Directed and guided a cross-functional team of senior-level managers, establishing distributor goals and targets while leading data-driven marketing, sales, and merchandising initiatives. Defined and capitalized on key expansion opportunities, actively monitoring sales trends and competitive activity.
Oversaw the departmental yearly and seasonal budgeting process, ensuring strategic and tactical policies were in place to drive results. Implemented a sustainable, consumer-centric strategy, variable incentive programs in collaboration with key partners to increase profit and market share. These initiatives supported business growth from -1M USD to breakeven and accelerated to +500K USD profitability, leveraging Salesforce automation and providing training to channel heads and sales teams on tool usage and compliance.
Developed the sales strategy and marketplace vision, leading and motivating my sales team, including multiple, senior-level managers, to top performance. Controlled trade terms and spending in collaboration with Key Stakeholders, identified strategic accounts for elevation to partnership status, driving capacity creation, retail expansion, and differentiation within targeted growth areas.
Revamped the golden store program, developed Distribution and Merchandising KPIs, and grew golden stores from 23, 000 to 38, 000 in a 50, 000 stores coverage, and growing sales and distribution of core SKUs to a double digits.