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Work Background
Grupo Unicomer / Unicomer GroupCommercial Director
Jul. 2025GuyanaAs Commercial Director, I take full ownership of driving growth, profitability, and competitive advantage across Unicomer Guyana. This is a leadership mandate that challenges me to think boldly, execute precisely, and lead with both vision and accountability. I am responsible for the full commercial value chain—from merchandising and marketing to credit alignment, pricing, demand planning, and customer retention. The goal is simple but not easy: deliver sustained performance while strengthening the brand, deepening customer loyalty, and building commercial muscle across the business. This role stretches my strategic thinking, sharpens my instinct for innovation, and reinforces what matters most—great people, disciplined execution, and a clear path to value. I lead with intention, backed by data, and with a bias toward action.
Strategy Stream DynamicsCommercial Consultant
Aug. 2023 - Jul. 2025OECSPartner with clients to enhance operational efficiency, streamline processes, and drive business growth by collaborating across multiple functional areas. Identify opportunities for organizational improvement and lead the implementation of strategic changes, including revamping organizational structures, job descriptions, KPIs, and assisting with recruitment and selection processes. Deliver comprehensive training programs to Commercial Teams, encompassing Brand Teams, Sales and Merchandising Teams, and Retail Store Managers, to improve performance and alignment with business objectives. Manage vendor relationships, overseeing the planning, execution, and review of activities with major brands such as BON Ice Cream, Wray & Nephew Wines and Spirits, Brunswick, VEMCO, and Dutch Lady. Develop and implement strategic brand plans, sales plans, and overarching company strategies, while providing guidance on social media execution to ensure consistent messaging and impact. Reengineer the Demand Planning function to improve accuracy and efficiency, and introduce Category Management processes and workflows to optimize product assortment and
KC Confectionery LimitedCommercial Manager
May. 2022 - May. 2023Trinidad and TobagoIn 2022, achieved a remarkable 3% revenue growth YoY, with a notable 6% growth in Q3 and Q4 despite a challenging start to the year. Demonstrated expertise in optimizing sales processes, elevating effective visits in van sales from 53% in July to an impressive 69% in December. Successfully improved cash flow and margins through increased distribution reach and cash sales in the Down Trade channel. Led a strategic restructuring of the Tobago distribution strategy, negotiating key partnerships that expanded the company's reach and boosted sales. Implemented a successful social media management initiative, enhancing engagement and delivering positive results. Collaborated with renowned organizations for impactful PR, highlighting the company's centennial milestone. Innovative thinker behind various product innovations, guiding projects from conception to execution through focus groups. Played a pivotal role in recalibrating the MIS/ERP system, introducing a KPI-driven monthly performance assessment system for enhanced employee engagement. Managed a high-performing team of 25, overseeing business development, channels, marketing, and sales functions. Proven ability to navigate challenges and drive growth through strategic initiatives and effective leadership.
ANSA McAL Construction SectorChannel Sales Manager
Jan. 2020 - Jan. 2021Port-of-Spain, Trinidad and TobagoLead on development and rollout of Joint Business Plans to Trade customers. The process also included conducting monthly reviews using a Balanced Scorecard system to assess progress of the plans activated; I developed both templates. Joint Business Planning was a new concept that the Sector adopted as a Key Strategic driver in Account Management of the Hardware Channel. I devised a Sales and Activity plan/tracker, during the nationwide lockdown, from March 30th to May 22nd, due to COVID, to ensure that the Sales Team was engaged, as well as to ensure a level of business continuity. It provided an opportunity to complete critical training sessions in Demand Planning, Routing, Brand Immersion and similar type training needs during this time. The format I developed was used across the Construction Sector, both at a Local and Regional level. Further, I also took the lead in coordination of these training sessions with the various departments. The Sales team did not work with a set visit cycle, so it was a challenge to ascertain coverage and service delivery. I recalibrated the routing, visit cycles and call reporting model for the Sales Team to improve visibility. There was a significant improvement in my AR KPI - % of customers under 60 days. I was able to improve the percentile from between 50% to 60% to 85% to 95%. Key enabler here was incentivising customers via Joint Business Plans. Improvement in Forecast Accuracy from the lower 35% percentile to between 90% to 75%. Changes in product portfolio sell in and focus on aligning Forecasting with promotional activity and seasonal sales patterns can be attributed to this improvement. Provided the criteria for classification of Hardwares, very similar to standard criteria used in Account Classification in the FMCG landscape.
Market Bag DistributionDirector/Owner
Jul. 2017 - Jan. 2020Trinidad and TobagoStart up Distribution company. Brands included - Turban, Power Up Coconut Water, Ready to Eat meals, CHI Beauty, Pennywise Private Alkaline water. Distribution reach - Down Market and Key Accounts - SuperPharm, Massy, TruValu, Quality Cash & Carry, PriceClub, JTA, Pennywise
UnileverDistributor Development Manager
Sep. 2015 - Jun. 2017Trinidad and TobagoIncreased In Market Sales for Pennywise, the leading Personal Care retailer in the country by working closely with both the store's warehouse team and retail team to ensure adequate stock levels both in the warehouse and in-store. Improved On Shelf Availibility (a key metric) for Pennywise by working closely with Pennywise's -in-store team, along with the internal Retail Execution Team on ensuring the correct portfolio was always available. Delivered revenue growth in the Deodorant category, a major share of Unilever's business for both Pennywise and Smith Robertson, another distributor that I managed, through promotional activity and improving OSA as mentioned above. Grew the Ice Cream business with double digit performance through management of HADCO distribution. I was also able to grow the sell out into their customer base also within the double digit percentile. Introduced a stock and sales tool which contributed to the growth mentioned above by collaborating with the distributors on management of stock levels.
Alstons Marketing Company Ltd.Mobile Sales Manager
Aug. 2013 - Dec. 2013Trinidad and TobagoCreated a metric that measured the relation of absenteeism and number of accounts visited per day and transcribing that data into information that showed the value of lost sales. This helped me better manage the sales team, by firstly identifying the value of sales lost due to the variables mentioned and guided me on developing corrective measures to reverse. I worked closed with the company that provided GPS services for the vans to devise a route to market structure that measured the total number of accounts in Trinidad & Tobago and the best route to utilize to save time and ensure that the required number of accounts were visited per day. I worked closely with my van sales supervisors to ensure that the optimal mix of products was available on the vans to ensure that we had a portfolio relevant to the channel that was being serviced, which was crucial in delivery of our monthly sales objectives
Alstons Marketing Company Ltd.Liquor Sales Manager
Aug. 2010 - Aug. 2013Trinidad and TobagoAchieved sales growth of 8% for the period Aug to Dec 2009 vs 2010 and then 14.2% FY 2012 vs 2011. Implemented a KPI plan where, commissions were paid through a percentage tier system measuring both financial variables and then to reinforce certain behaviors, less tangible variables such as team work, use of initiative etc. Developed a report that measured the specific brands and SKUs by customer that showed the impact of out of stock items on delivery of monthly sales targets. Working alongside the brand team we were able to reduce this gap as we were able to clearly identify the specific areas that compromised meeting our target. I was instrumental in continuing and fully managing the Christmas Corporate gift basket program. This entailed all coordination from overview of preparation of the catalog, to telephone-sales, and eventual delivery to customers.
Alstons Marketing Company Ltd.Senior Brand Manager - Cadbury
Mar. 2009 - Jul. 2010Trinidad and TobagoIncreased distribution for Cadbury to Duty Free stores and other non traditional channels through Joint Business Plans which included incentives when sales targets were met by our respective business partners. New listing of Cadbury chocolates in Rituals chain of coffee restaurants by negotiations with the senior management team at Rituals and then customizing displays at their check out. This was ground breaking for Rituals stores as well as for Cadbury, as no other Confectionery brand was able to obtain distribution in such a non-traditional account. Implemented a number of promotions which gained brand exposure both through Consumer promotions and with Trade partners.
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