Michael Kossmann

Goldenlay is largest table egg producer in Africa with interests in South Africa, Zambia, DRC and Zimbabwe
Fully Integrated Poultry Producer (Breed, Feed, Process) - sector FMCG and Agri - SA, Zambia and SADC
Key Performance areas:
➢ Formulate and Deliver the Exit Strategy for the PE fund managers and majority stakeholders.
➢ Deliver the Revenue and EBITDA targets and gains
➢ Profit responsible for all commercial activity. Drive PIP's and Margin Enhancement Programmes.
➢ Develop profitable and sustainable RTM strategies and infra-structure
➢ Drive the Global and Africa expansion program and manage the commercial risk register
➢ Lead the cross functional management team: Sales, Marketing, Distribution, NPD, Operations and QC
➢ Introduce and support global best practices across breed, feed and production.
➢ Mange and audit the business process and value chain
➢ Group Marketing responsibility ATL and BTL (360° Brand Activation) - Brand custodian
➢ Drive the strategic direction and deliver the group revenue and operational targets.
➢ Responsible for the Strategic and Marketing Plan - Deliver the annual budget and sales targets
➢ Deliver the annual 5-year plan, quarterly reviews and board presentations to include the annual budget.
➢ Deliver Capital, Investment and expansion justifications - Abattoir and Facco's
➢ Direct and manage Media Planning, Creative and Research Agencies.
➢ Interpret Retail Audit and Consumer Insights
➢ Manage 3rd party Agents, distributors and service providers
➢ Maintain strategic Trade and Key Account relationships - CRM structures, protocols and training
➢ Drive the change management process from production centric model to consumer centric model
➢ Human Capital development and training - mentorship programs
➢ Corporate Social Responsibility and Community outreach programs
➢ Regulatory, Industry and Consumer Body interaction.
Notable Milestones:
✓ Responsible for delivering the exit strategy 2 years ahead of target date
✓ Exceeded profitability and margin targets in retarded economic climate
✓ Doubled the geographic footprint. Entered into and developed three new markets (Kenya, Tanzania and Malawi)
✓ Successfully delivered value add line extensions. (Egg powder and Frozen chicken)
✓ Corporate and Consumer Brand facelifts, repositioning and re launch
✓ Overhauled and Restructured CRM Protocols and RTM strategies
✓ Successfully entered QSR (Quick Service Restaurants - KFC Nandos) segment with stand-alone brand

Country Bird Holdings (Brands CBH, Supreme, Nutri Feeds, Ross)
(CBH is JSE listed poultry producer with the largest African footprint)
Fully Integrated Poultry Producer (Breed, Feed, Process) - sector FMCG - RSA and Africa
Key Performance areas:
➢ Profit responsible for all poultry sales in Africa. Full commercial accountability.
➢ Lead the cross functional management team: Sales, Marketing, Distribution, NPD and QC
➢ Responsible for the B2B and Consumer platforms (QSR - Quick Serve Restaurants and FMCG)
➢ Group Marketing responsibility ATL and BTL (360° Brand Activation)
➢ Sole custodian of the Brand Portfolio: National and Rest of Africa.
➢ Responsible for the Strategic and Marketing Plan - Deliver the annual budget and sales targets
➢ Deliver the annual 5 year plan, quarterly reviews and board presentations to include the annual budget.
➢ Deliver Capital, Investment and expansion justifications
➢ Direct and manage Media Planning, Creative and Research Agencies.
➢ Interpret Retail Audit and Consumer Insights
➢ Develop and deliver an effective and dynamic RTM model to include 3rd party Agents and distributors
➢ Introduce CRM structures and maintain strategic Trade and Key Account relationships
➢ Negotiate annual retail trading agreements
➢ Lead the NPD process and project teams. (Stage and Gate)
➢ Cost Reduction and Margin Enhancement -Maximise operational efficiencies, output and indents
➢ Develop Packaging and maintain QC Standards and controls to include artwork and on line approvals
➢ Drive the change management process from production centric model to consumer centric model
➢ Human Capital development and training
➢ PR and Press Liaison
➢ Regulatory, Industry and Consumer Body interaction.
➢ Environmental policy development and Social Responsibility development
Notable Milestones:
✓ Responsible for business turn around - 120 mil loss 2012 - 60mil profit 2015.
✓ Re engineered corporate brand positioning and identity
✓ Supplier of the year KFC (YUM) 2015
✓ Launched 3 Consumer Brands
✓ Introduced 2 line extensions - Fresh Poultry and Further processed (Sausages and Patties)
✓ Developed the regional footprint to include Namibia and Zambia
✓ Overhauled and Restructured CRM Protocols and RTM strategies
Reason for Leaving: Opportunity to head up Goldenlay/Phatisa in Zambia

MFI is a JV between Almarai Dairies KSA and Chipita Greece)
Manufacturers of Baked Snacks and layered cakes - sector FMCG - region MENA, DACH
Key Performance areas:
➢ Responsible for the setting and achieving of EBIT, Profit, Sales and Production targets. Total P&L Accountability
➢ Lead the cross functional management team: Sales, Marketing, HR, Finance, Procurement and Operations
➢ Ensure investor relations and JV partner interests are secured and individually serviced
➢ Execute all Fiduciary, Legal and Administrative Requirements. (Brand Registration, trademark etc)
➢ Responsible for the Annual Business, Strategic and Marketing Plan - Deliver the annual budget and sales targets
➢ Deliver the annual 5-year plan, quarterly reviews and board presentations (Annual report and Audited financials)
➢ Deliver Capital, Investment and expansion justifications
➢ Manage 3rd party service provider agreements. (Warehouse, Distribution, Technical, Brand and Support Services)
➢ Develop and deliver an effective and dynamic RTM model
➢ Maintain strategic Trade and Key Account relationships - Negotiate annual retail trading agreements
➢ Stock Management, forward planning and Supply Chain Management
➢ Cost Reduction and Margin Enhancement -Maximise operational efficiencies, output and indents
➢ Develop Packaging and maintain QC Standards and controls to include artwork and on line approvals
➢ Brand Custodian: Brand Activation, Development, Positioning and Equity (Corporate and Product)
➢ Evaluate Retail Audit, Research and Consumer Insights (Nielson, TNS, Synovate)
➢ Regional adaptation of all communication of the European Brand
➢ Commission and produce local and regional TVC’s in accordance with the brand owners positioning.
➢ Develop cutting edge Point of Sale, Merchandising material and Trade Support.
➢ Implement Pricing Strategy and annual Increases
➢ Responsible for geographic expansion to the rest of the GCC (Kuwait, Bahrain, UAE, Qatar, Oman)
➢ Plan and execute National and Regional Media Advertising Campaigns and Promotional Calendar (BTL and ATL)
➢ Fiscal and Budget controls
➢ New Product development and Launches
➢ Manage National and Regional Govt Ministries and Agencies (Health, Trade and Industry)
➢ Human Capital Development. (Training, Succession Planning)
➢ Member of Exco team on acquisition of Hadco Poultry - Re positioned and Rebranded to AlYoum.
Notable Milestones:
✓ Established JV infrastructure in 11mths - S&M, RTM
✓ Delivered 5 yr business plan targets in 3 years - revenue, profit, and dividend
✓ Achieved market leadership position in 19mths from launch - 59% Share as read by AC Nielson
✓ Launched in all GCC countries in 20mths
Reason for Leaving: Return to South Africa to care for 83yr mother - terminal cancer

Marketing: Beverages:

Flexible Packaging Suppliers to FMCG Manufacturers - sector Manufacturing FMCG - region Africa and Asia Pacific
Litho, Flexo and Gravure Printing - Foil and multiple laminates
Key Performance areas:
➢ Responsible for the setting and achieving of EBIT, Profitability, Sales and Production targets. Total P&L
accountability
➢ Deliver the annual Marketing plan and Sales budgets
➢ Lead the management team: Marketing, Sales, Distribution, Product Development in SA and Offshore (Exports)
➢ Expand existing Export and European Union Markets. Identify and Develop New Export Opportunities
➢ Quarterly Board Reviews and execution of Directors Fiduciary Responsibilities
➢ Prepare and deliver capex, investment and expansion justifications.
➢ Responsible for the Annual Business, Strategic and Marketing Plan (Both Business Units)
➢ Responsible for establishing Distribution and Sales Partnerships. (Agents and Depots) RTM
➢ Stock Management, forward planning and Supply Chain Management (Inbound and Outbound)
➢ Cost Reduction, Margin Enhancement and Complexity
➢ Packaging development, artwork approvals, lay downs, Technical Support, production efficiencies, forecasts
➢ Develop cutting edge Point of Sale and Merchandising material.
➢ Implement Pricing Strategy and annual Increases
➢ Negotiate annual National and Regional trading and supplier agreements to include Export
➢ Plan and execute National and Regional Media Advertising Campaigns and Promotional Calendar (BTL and ATL)
➢ Fiscal and Budget controls
➢ New Product development and Launches - collaborate with customers on their NPD requirements
➢ Brand Custodian: Development, Media Planning and Ad Agency management (Mother brand and Sub Brands)
➢ Responsible for all Communication platforms to include TVC (Pre & Post Production), Outdoor and Press
➢ Product training and trade presentations.
➢ Manage National Distribution Network - RTM
➢ Convene annual trade reviews and presentations
➢ Develop, Service and Sustain strategic Key Account and trade relationships.
➢ Develop Local and Emerging Markets
➢ New business development to include Mergers and Acquisitions
➢ Trade shows and Expo’s, Local and Abroad.
➢ Market research, analysis and Impact studies (Retail and Consumer Audit, CPT’s etc)
➢ Human Resource development and Industrial Relations
Notable Milestones:
✓ Revenue growth from 60mil ZAR in 2001 to 370mil ZAR in 2007
✓ Introduced first 12Colour Flexographic printing press in SA - Aquaflex
✓ Opened sales offices in Port Louis Mauritius to service Indian Ocean Islands - 93% Market share
Reason for Leaving: Head hunted by Almarai to Saudi Arabia - Substantially higher P&L accountability

United Kingdom& E. Europe: HARVELD FOODS: (Brands Harveld)
Manufactures of Health Foods (Cereals) and Vitamin Supplements to the Pharmaceutical FMCG Sectors in EU and UK
Key Performance areas:
➢ Set up Infrastructure, effective RTM and Distribution Networks and Admin Offices for UK and E. Europe
➢ Complete P&L Responsibility and Accountability
➢ Deliver the annual business plan in accordance with the group objectives
➢ Manage Inbound Supply Chain, forward planning and raw material forecasts
➢ Execute the Marketing plan and Communication platform
➢ Manage all aspects of Exports to E. Europe (finance, administration, logistics, distribution and sales &marketing)
➢ Report quarterly to the board in South Africa
➢ Provide dedicated and brand specific Media and Marketing campaigns for individual export markets
Notable Milestones:
✓ Successfully established commercial offices in London and Berlin
✓ Facilitated handover and transition at acquisition
Reason for Leaving: UK operations acquired by Tesco for private label and house brand manufacture

Manufacturers of Monroe shock absorbers and Walker Exhausts - sector Automotive and Retail - OE and aftermarket
Key Performance Areas:
➢ Successfully launched Monroe and Walker Brands into South African Market
➢ Responsible for setting and achieving the annual business budget
➢ Manage a sales team of 4 RSM’s, 8Key Account Representatives, 2 Agents/Distributors and 18 merchandisers.
➢ Initiate and implement strategic action and sales plans
➢ Negotiate annual trade and supplier agreements to include listings and new product launches
➢ Execute National Promotional Calendar and Media support
➢ Implement Pricing strategy and annual increases
➢ Maintain and build trade relationships
➢ Product training and launches
➢ Maintain merchandising standards
➢ Stock Management and forward planning
➢ Fiscal and budget controls
➢ Establish distribution and sales partnerships
➢ Quarterly and Monthly trade reviews.
➢ National Sales Conference: Planning and Reviews
Notable Milestones:
✓ Comprehensive launch with 100% national coverage in 2 years
✓ Achieved sales targets and share gain objectives annually
✓ Secured VW as OE

Brands Baygon, Bayopet, Bayer)
Servicing Pharmaceutical and FMCG markets.
Key Performance areas:
➢ Launch entire range of consumer products into the South African Market
➢ Call on a predetermined and regular customer base.
➢ Responsible for in store orders and merchandising.
➢ Telesales and administration.
➢ Implement the advertising and consumer support campaign
Notable Milestones:
✓ Successfully launched the Bayer consumer portfolio - won several trade incentives and awards
Reason for Leaving: Offered a Key Account position with Continental China