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Work Background
Guinness NigeriaHead of Division
Oct. 2024Nigeria• Lead a regional team of 46 FTEs and 210 NFTEs to profitably deliver on business sales objectives through inspirational leadership, coaching and empowering for success. • Responsible for the overall P&L of the Business unit driving continuous improvements in margins and overall business profitability • Development and execution of sales strategy that delivers Volume and Value Share growth as well as all other retail metrics. • Implementation of a fit for purpose RTC taking advantage of all new and emerging channel opportunities to drive penetration and growth. • Responsible for end-to-end management of Key Distributors and top channel partners • People and capability development.
Guinness NigeriaHead, Channel Marketing Management
Sep. 2021 - Oct. 2024Lagos, Nigeria- Lead on Trade strategy development for the business which defines the trajectory of channel growth over the medium term working with cross-functional team- RTC, Marketing, Sales Ops etc - Lead on the development of Channel Blueprints which provides the strategic direction on which outlet segments the business will prioritize and invest in short to medium term - Lead on the development of Annual Commercial Plan and provide all commercial input into the Marketing Business Plan - Responsible for the complete management of all sales channels across multiple facets of the business which include the On-trade/Premise, Off-trade, Wholesale and Modern trade channels. - Drive profitability through process improvement and better inventory management - Utilize performance metrics and analytics to gauge program effectiveness and make adjustments to future proposals - Responsible to co-develop merchandising and promotion strategies with commercial team and Marketing for priority channels and key Modern Trade Accounts - Mix management, merchandising, planogram management, shelf space allocation, off-shelf placement, channel demand forecasting inputs, and more -Manages outside non-traditional channels such as 3rd Space and E-commerce as required for development in delivery of new business opportunities and merchandising materials -Develop and manage trade shows and events including, promotional plan, booth layout, premiums for IPS & Reserve -Design & Manage temporal channel specific RTC stop gap solutions
Guinness NigeriaNational On-Trade Channel Marketing and Cold Manager
Jul. 2020 - Aug. 20211. Lead on Channel growth development Strategies and Priorities for the on Trade Channel 2. Responsible for the Channel Segmentation, Channel Blueprints and Channel Execution Standards for the On-Trade channel 3. Responsible for developing, driving and implementing channel marketing activity for selected groups of channel partners 4. Utilize data and shopper insights to provide recommendations to drive category distribution and market share 5. Offers Strategic Guidance on the development of channel appropriate standards assortments, touch point zones, promotional strategies &tactics 6. Coordinates the involvement of Salesforce, and management resources, in order to meet Channel performance objectives 7. Proactively identifies new growth channels & develops a winning channels strategy 8. Understanding changing and differing priorities depending on territories and how these impact channel marketing 9. Lead on Trade Census & Data Analytics 10. Manage the Total deployment of 365 essentials & key visibility projects for the On Trade 11. Lead the execution for Temporal on Trade RTC Solutions 12. Lead on all 3rd space events for the channel (Party serve, Festivals)
Guinness Nigeria PlcDivisional Trade Activation Manager
Sep. 2017LagosJoined Up Business Planning (JUBP) - Supports in the development of the JUBP by brand, channel, division and customer. - Supports the quarterly activity planning cycle effectiveness. - Supports in ensuring that the Customer Marketing activity execution/activation calendar, is optimized in line with field sales capacity and capability. Activity Planning & Commercial calendar - Supports the development of the commercial channel and customer activation plans (including investment). - Maintains & orchestrates the trade activation/execution calendar. - Leads the Project management of the in-field execution/activation of the commercial activity calendar. - Use expertise in the outlet universe to drive brilliant execution. Budget Management - Accountable for trade activation budget and ensures that all spend are in line with plan and agreed guidelines. Sales & Category Growth Drivers - Leads the in-field execution/activation, monitoring & reporting of the relevant Sales & category/portfolio growth drivers. - Also supports the broader sales team to execute brilliantly at maximum scale. Sales Cycle Briefings - Owns the sales cycle briefing sessions and coordinates the execution. Controls & Compliance - Delivers Measurement & Evaluation on all activities and drives promotional effectiveness & efficiency. - Trade activations are consistently compliant with Marketing Code guidelines. - Drives Full compliance to Diageo Code Of Business Conduct.
Guinness Nigeria PlcArea Sales Manager
Jul. 2014Enugu/Ebonyi StateDrive achievement of profitable volume/market share target for the area via delivery of sales drivers for the area. Ensure effective retail redistribution is achieved within area and maintain standards as per guidelines from retail redistribution manager. Ensure contact with all key Distributors and minimum top 5 wholesales of each distributor,holding regular business reviews with key distributors focusing on growth drivers. Works with Treasury managers to ensure that Distributors make payments as at when due and there are no returned cheques. Identifies training needs of BDMs/RDMs,work with Training department and HR to build sales capability and ensure a talent pipeline. Ensure brilliant execution of customer marketing/marketing promotional activity by ensuring the right outlets are selected,agencies are adhering to standards and on time in full delivery of reporting.
Coca-Cola HBCBusiness Process Development Manager
Sep. 2012 - Jun. 2014Lagos, NigeriaIdentification and Development of Standard Operating Procedure for Commercial Processes Design, roll out and monitor processes that can improve Commercial Sales Calls and distribution Performances Interphase with Management Information System Department in the roll-out and monitor usage of Hand Held Terminals by the Sales Force Selection and coaching of BASIS Implementation Officers & Data entry Clerks Lead teams that sanitize the customer base and provide sales information and analysis to support decision making. Acts as consultant to plants and Commercial territories that require route reconfiguration and alignment Identification of opportunity areas for routing efficiency • Project execution management for “Small Drop Outlets” (S.D.O), a project to standardize retail distribution system from distributors’ outlets • Provide IFSA support for Cold drink equipment scanning in trade through the usage of Hand Held terminals and routine reporting to drive compliance Achievements • Successful execution of Field Sales Automation (FSA) for the sales team total country through the deployment of Hand Held terminals for the purpose of order capturing, marketing survey and trade assets tracking • Successful clean up of the customer master data and establishment of processes to maintain the integrity of the customer database • Successful pilot of the ‘Small Drop Outlet’(SDO) - a system that monitors the retail activities of wholesalers to give accurate information on retail sales by brand, size etc. within as assigned geographical location. • National reconfiguration of sales route together with the master data team to align and maximize the country’s routing efficiency.
Nigerian Bottling Company PLCSales Manager
Jan. 2010 - Aug. 2012Lagos, Nigeria• Fully manage Micro Distribution Centers in conjunction with the appointed distributor in areas ceded to the partner • Ensure availability of all the company’s product in the right volume in the centers and retail trade • Supervision of Sales Representatives in ensuring availability and excellent market execution in the retail trade • Ensure Zero trade debit in the account of both credit and non-credit distributors • Prepare daily, weekly and monthly reports and pass same to the commercial analyst for future decision making process • Recruitment, retention and supervision of depot delivery men Preparation and monitoring of profit and Loss analysis for the distributors and offering of business guidance .
Nigerian Bottling CompanySales Representative
May. 2008 - Dec. 2009Lagos, Nigeria1 Coordinate both primary and secondary sales operations within the ceded territory and give direction to the depot salesmen 2 Develop the ceded territory horizontally by creating more consumption outlet and vertically by increasing volume in existing outlets 3 Drive the monthly sales target with the distributors through the depot delivery men 4 Compile and submit daily sales volume, route activity report, weekly and monthly sales report.
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