Senior Marketing Director
Unimar WWTrade
Total years of experience :28 years, 4 Months
• Leverage company success implementing high impact business strategies for an investing company in the imported CPG industry from Europe and the Middle East
• Use sophisticated insight to select suppliers and brands that fill consumers and HORECA needs gap.
• Innovatively develop a private label food CPG for the ethnical market channels.
• Build a highly effective operation tactfully appointing National distributors.
• Spearheaded business success developing a new distribution and marketing company of branded international packaged goods including: Heinz, Unilever, Kellogg's, Vileda, SC. Johnson and specialty cosmetic products.
• Maximized business profits tripling sales in less than 3 years facilitating growth above industry margin.
• Expanded business horizons achieving dominant MS percentage in most categories.
• Enhanced operational impact developing the food service department with focus on HORECA needs initiating the CRM dept.
• Successfully integrated DMM with 3 PL provider, including ERP, inbound, outbound and invoicing.
• Recognized as 4 time pitch winner acknowledging DMM major international brands commercialisation.
• Sustained distribution sales relentlessly negotiating with key principals achieving high levels of A&P support.
• Comprehensively drove operations implementing sister distribution company (Bel Cheese, Ferrero), Salesforce.com within commercial department and built the food service department for Heinz/Leche Pascual.
• Raised equity funds from angel private investors against discounted cash flow business plan and successfully sold the company.
• Streamlined business success adjusting the SCJ business model from low export base to in-market business building.
• Fostered extensive growth collaborating with exclusive partners to build the distribution network across 12 countries.
• Built SCJ core categories through equity building (ATL/BTL), distribution (driving ND & WD) and TTL campaigns.
• Expanded revenue base acquiring and integrating new brands (e.g. Baygon from Bayer & Kiwi shoe care from Sara Lee).
• Improved overall performance successfully implementing LEAN 6 SIGMA in the new SCJ aerosols factory.
• Through dedicated leadership selected as regional general manager to manage West Africa business change model.
• Strategically oversaw the community “Give back” budget and initiated high impact co-marketing with the UN.
• Led company mission as the first to launch Ericsson mobile phones in MENA (12 countries) through a network of exclusive distributors.
• Secured a 33% MS within 2 years against Nokia & Motorola through highly effective marketing and regional sponsorship (Claudia Shiffer).
• Recognized sales expert, relentlessly negotiated 100K+ units sales to a single operator in a highly competitive market
Major in project management
