Head of Channel and Category Sales Development at Nestlé
Nestlé
Total years of experience :20 years, 10 Months
Responsible for supporting market capability development across Categories, Customers and Channels for Food and Beverage, Nutrition and Cereals Partners Worldwide Businesses in Tunisia.
• Developed strategies and plans to deliver categories growth through channels based on consumer, shopper insights and customer requirements: experience in channel definition, channel prioritization, and opportunities development through categories.
• Led implementation of channel plans per category ensuring best execution at customer’s level: trade promotions, shopper activations, visibility materials and loyalty programs.
• Developed efficient route to market strategy that include definition of type, number and size of distributors. Managed the assessment and recruitment process of distributors.
• Distributor Management covering distributor business planning, objectives and KPI’s setting, capability building and field sales management.
• Experience with Traditional trade retailers: launch of a secondary sales development programs that aim to develop availability, visibility and accessibility; and increase secondary sales level while reinforcing the relationship with the retailers.
• Redefined the merchandising strategy and execution plans for the modern trade channel, putting in place objectives, KPI’s and resources in order to succeed to defend Nestlé share of shelf, and increase presence and visibility modern POPs.
• Developed and put in place multi-brands activations and promotions in modern trade key accounts, that resulted in increasing quantity purchased, connecting with shoppers and consumers at the point of purchase, and reinforcing brand visibility.
• Managing and coaching directly a team of 4 people.
Responsible for developing Cereals and Culinary Aid solutions businesses in Tunisia and Algeria (NESTLE and GRAIN D’OR Brands) with full P&L and growth management.
• Owned expertise in Breakfast Cereals Business with a successful record of achievements. Succeeded in doubling the cereal business size in 5 years period while consolidating its leading position in the market.
• Developed Long term Business Strategy for the Cereal category in Tunisia including Marketing, Innovation/Renovation pipeline and Distribution.
• Led innovation & renovation projects managing cross-functional regional teams: worked jointly with the Nestlé Innovation Acceleration Team to identify, assess and develop new business opportunities for the Maghreb Region.
• Owned Marketing and Communication Strategies and Plans: Launched full Marketing and Brand mixes based on clear consumer insights, including development of communication platforms, advertising, pricing, consumer promotions, and packaging design.
• Put in place compelling social media strategy and plans for GRAIN D’OR brand in line with the communication objectives, that helped connect and engage with target audience
Responsible to Build Shares, Sales, Profit and Equity of top leading Brands in Cereals and Culinary Aid Solutions (GRAIN D’OR and NESTLE Brands) in Tunisia
• Repositioned the GRAIN D’OR Cereal brand with development of equity vision, brand architecture, target segmentation and new brand visual identity.
• Built up an efficient cooperation with media and creative agencies while optimizing resources and maximizing ROI.
• Developed multiple product launches including 360° communication, while ensuring best-in-class execution and implementation.
• Developed Branding and Packaging Artwork with international packaging agencies.
- Experience in Home and Personal Care Businesses in both Tunisia and Libya : Managed OMO and SIGNAL Brands accounting for more than 50% of total company Turnover.
- Expertise in communication and brand activation, with a record of successful product development and launches.
- Worked closely with the Brand Development Team in South Africa, to put in place consistent and long term Innovation plans for OMO Brand.
- Developed tailored programs per channel to increase Availability, Visibility and Accessibility (AVA) in Modern and Traditional points of purchase.
• Assisted in managing Signal and Close Up Brands.
• Generated and implemented consumer activation programs: launch of the “Temptation” campaign for Signal Integral in 2003
• Developed communication plans with media agency.
• Market Development initiatives implementations: a health program set with local dentist association that aims to educate children about importance of teeth brushing.
The Academy of Managers: Leadership, Communication skills, Coaching, Planification, Team Management, Leadership Development