Oyelere Atoyebi - Head of Commercial, Chemical And Allied Products Plc

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Work Background

Chemical and Allied Products PlcHead of Commercial

Mar. 2025

Chemical and Allied Products PlcHead of Sales

Feb. 2024Lagos State, NigeriaMember of Executive Management/Leadership Team for CAP (Subsidiary of UAC). Saddled with the responsibility to drive topline and bottomline growth. Lead retail expansion strategy and Go-to-Market Strategy in accordance with business objective. Provide excellent customer service to partners in a value-added partnership. Lead capability development strategies for both staff and partners, including talent management and team motivation. Leads internal collaboration with Operations, Marketing, HR, Finance and Technical departments to ensure the continuous improvement in customer service and business development. Monitors macro and micro market dynamics providing business intelligence including competitor activity, market dynamics and regulatory changes to identify and explore new opportunities and drive New Product development.

PromasidorHead, Sales Strategy

Dec. 2021 - Jan. 2024Lagos Responsible for primary and secondary sales volume, RGM and NPD for both traditional and modern trade in dairy, cereal, beverage and culinary categories.  Capability lead for sales force automation data capturing and perfect store execution in the Go-to-Market Strategy for PNG.  Faculty lead for PNG Academy and Commercial excellence capability development.  Lead for distributor and customer management including channel strategies and shopper marketing management.  Provides leadership for PNG’s Sales Strategy, driving best in class in market capabilities, and providing strategic insights and business recommendations for commercial initaitives.  Responsible for the design of Sales and Go to Market strategies/models for various market across Nigeria, with efficient go to market execution supported on customer/channel segmentation.  Development of Sales and In market execution tools.

TolaramGrowth Manager

May. 2021 - Dec. 2021Lagos, Nigeria Provision of strategic support, project management and business insight to the CEO for the Tolaram-Colgate JV and Tolaram-KimberlyClark JV in identification of white spots for growth and efficiency in sales and marketing collaboration across the joint venture.  Responsible for the review of business processes in RTM and design of strategies by coordinating with SFA unit and field force, for improved productivity and alignment with set commercial goals.  Provision of strategic input for portfolio management and RGM for Oralcare, Personal care, Home care, babycare and family care categories.  Responsible for the provision of highly skilled manpower needed for the implementation of evolving learning strategy to ensure a capable and motivated workforce and sustain a learning culture.  Implementation of capability plans targeted at specialized areas/ functional leadership and monitoring of individual development plans into learning interventions for different levels of competency proficiencies to close medium- and long-term gap.  Tracking and reporting of KPIs- Skills Audits, Learning Intervention & success Matrix, corporate business training index reports etc

TolaramGrowth Manager

May. 2021 - Dec. 2021Lagos, Nigeria Provision of strategic support, project management and business insight to the CEO for the Tolaram-Colgate JV and Tolaram-KimberlyClark JV in identification of white spots for growth and efficiency in sales and marketing collaboration across the joint venture.  Responsible for the review of business processes in RTM and design of strategies by coordinating with SFA unit and field force, for improved productivity and alignment with set commercial goals.  Provision of strategic input for portfolio management and RGM for Oralcare, Personal care, Home care, babycare and family care categories.  Responsible for the provision of highly skilled manpower needed for the implementation of evolving learning strategy to ensure a capable and motivated workforce and sustain a learning culture.  Implementation of capability plans targeted at specialized areas/ functional leadership and monitoring of individual development plans into learning interventions for different levels of competency proficiencies to close medium- and long-term gap.  Tracking and reporting of KPIs- Skills Audits, Learning Intervention & success Matrix, corporate business training index reports etc

FrieslandCampinaGlobal DMS Route to Market Project Manager

Mar. 2020 - Dec. 2020Lagos, Nigeria Pilot of digital distribution platform solutions in SE Asia and Africa through value creation in Route-to-Market strategy by driving both innovation and DMS to enhance commercial capability.  Salesforce Effectiveness content development expert responsible for uplifting GT capabilities to win in the market and transition to a continuous learning culture behind ACE Academy.  Part of the Global Route to Market Team responsible for driving scalable change requests, rolling out of DMS enhancements and co-developing new DMS capabilities to expand distribution in white spaces profitably in key markets.  Building Revenue Growth Management capability for incremental business growth across FrieslandCampina in Asia and Africa by developing capability roadmaps in line with FC agile commercial execution.  Business lead for DMS and RTM digital solutions and a member of the global GT capability team supporting collaborative functions with Accenture and other tech solution providers for B2C market excellence.

FrieslandCampinaRegional Sales Manager

Nov. 2018 - Mar. 2020Lagos Provides leadership to 150+ sales team members to manage sales force in achieving sales and profit goals within assigned territories while driving the goals of the company in achieving planned EBIT.  Sets short- and long-term sales strategies using sales force effectiveness to achieve brand penetration.  Evaluates and implements new sales techniques to increase the region's profitability.  Designs capability development modules for team members. Trains team on how to plan and structure sales procedures to increase sales across channels and markets.  Responsible for trade engagements to win the heart of shoppers via solid RVP execution.  Provides support for distributor management, field sales planning & execution and territorial development of business managers.

FrieslandCampina WAMCO Nigeria PLCArea Sales Manager

Feb. 2015 - Dec. 2017North Central Implemented the new route to market targeted at Market share, Volume growth and EBIT with outstanding execution of retail value proposition that supports the organisation’s btl mandate.  Provided leadership to drive best practice in field and distributor management through the salesforce management of Retail Distribution Managers, Supervisors, Merchandizers, and Sales rep using measurable sales force effectiveness.  Grew assigned territory to #3.68 billion exit 2016 representing 10% growth over 2015.  Achieved 75% secondary sales through the Secondary sales force (SSF) using Every day coaching (EDC) and improved retail base in activating potential channels with 44% increase in coverage.  Designed measurable parameters for the big 5 with improvement in Range (Lines per call) , Merchandizing (AVA), connections (first choice at shelf), pricing (shelf offtake) and promotion.  Executed joint business plannings (JBP) with KBPs using the Joint scorecard for review of commercial propositions, ROI, route optimization of SSFs and profitability measures for channel partners (wholesalers and retailers).  Established and coordinated alternative trade channels (ATCs) using community insurance scheme which formed the hub for the low unit product packs (LUPP) targeted at the Bottom of the Pyramid (BoP).  Implemented sales support and marketing strategies by leveraging on customer insights and opportunity which provided invaluable inputs into sales forecasting and reduced stock-out of important skus during peak periods of Ramadan fasting in Northern Nigeria.  Flawlessly executed sales team activation, redistribution and promotional activities in tandem with distributor team logistics management to achieve fiscal and growth targets.

FrieslandCampina WAMCO Nigeria PLCMedical Detailing Manager

Aug. 2010 - Jan. 2015Lagos Achieved Area Volume targets for IFT channel with 168% target of generated sales in medical channels and greater than 85% stocking rates in key channel outlets of assigned territory.  Management of channel distribution relationship among health care practitioners (HCPs) and trade members in health care facilities in Lagos State which reduced objection handling in IFT category.  Executed approved marketing activities for brands, particularly btl programmes targeted at priority medical channel members which significantly reduced the cost to serve and increased profitability across the value chain through heightened brand salience.  Application support in the development of compelling brand propositions using regular sampling programmes in creating top of the mind awareness that drove brand equity and value.

SARO Agrosciences LtdGraduate Trainee 1

Mar. 2010 - Jul. 2010Onitsha- Facilitated the Administration and smooth running of SARO’s DTR (Direct to retail) model in theEastern Region of Nigeria. - Managed information on consumers and trade members’ perception of the company’s activities. - Carried out SARO Friendship Club (Customers’ forum platform to reward loyalty) review with customers. - Ensured free flowing of trade marketing activities (Merchandizing, POSM deployment and placement) - Regularly reviewed coverage target, strike rate etc with DTR members.