Senior FMCG manager with over 15 years of P&L management roles in developed and emerging markets across Africa, Middle East, Scandinavia and Asia-Pacific.
Specialised in Business Development and Distributor Management for internationally renowned brands (Ferrero, Evian Water, Twinings, Clipper, Kiddylicious).
Recent key achievements include successfully leading the sales development of healthy snacking in a variety of markets and implementing efficient sales & financial tools to strengthen the brand sustainability and competitiveness.
I am a creative thinker with a strong commercial judgement. I use my experience and lean on an entrepreneurial start-up & scale-up mindset to perform successful in-market executions. I grow businesses with agility and speed and thrive to build engagement and trust at all levels of the organisation. I am a very committed individual who work best in multi-cultural environments.
Specialties: distributor management, international sales development, strategy building, team management, building strong business relationships, negotiation.
Leading my team to consistently exceed targets in the organic food & drinks sector. Key achievements also include leading the development of Clipper tea internationally as well as developing all core Ecotone brands in Asia-Pacific & Scandinavia.
Leading my team to consistently exceed targets. Key achievements also include setting strategic goals which led to a sustainable growth and stronger partnerships in MENA.
Detailed Description
Responsible for the P&L and significantly grew turnover from £6m to £11m. Aiming at delivering 20% sales growth YOY
Led and managed successfully a portfolio of 12 markets across Middle East and North Africa. I structured the portfolio by prioritising key markets (Saudi Arabia, Egypt and UAE), opening new ones (Algeria), changing Distributors (Oman, UAE) and looking at different business model opportunities
Reinforced and developed strong relationships with existing and new Distributors
Set up the 5-year strategic goals for the region and created the "House of Success" strategy based on 7 key pillars. Prepared sales forecast and Budgets
Led the sales strategy across markets, brands, categories and trade channels - For example I convinced Egypt to focus on green tea in key retail stores; Dubai to increase the brand presence in the top 10 hotels; Saudi to strengthen the brand visibility with Saudi Airlines
Recruited, managed, trained and motivated 1 direct report in the UK and 3 based in-market – I defined the appropriate KPIs and objectives which we reviewed every 6 weeks on a one-to-one basis. I supported the individuals based overseas through regular conference calls and market visits
Negotiated significant price increase in all markets mixed with an optimum promotional spend which enabled a solid P&L shape and improved profit by 50 basis points
Co-ordinated with all internal stakeholders (eg: Marketing, Finance) to launch the new packaging at the right time, in the right place and at the right price
Simplified the way of evaluating ROI for in-store promotions and led by example in sharing best practices with the entire export team
Acted as an ambassador for the brand and role model the ‘can do’ attitude
Managing and developing sales of EVIAN water in Africa, based in Paris head office. Key achievements include creating new ways to develop long-term volume and to improve the P&L shape.
Detailed Description
Consolidated relationships with distributors and ensured effective implementation of the strategy
Achieved a 25% reduction in write-off costs for the company by finding new ways of selling short-dated products
Won the Best Achievement Award for in-store secondary placements with the South African team
Launched Evian limited edition bottles (Evian by Issey Miyake) in all VIP and Gold accounts. Exceeded targets by 12% in all key markets
Significantly grew sales volume (+18%), value (+11%) and profitability (+30 basis points) by focusing on developing the key market (South Africa), opening new ones (Zambia with Evian facial spray) and prioritising investments
Managed and developed Distributors in 14 markets in Africa and Indian Ocean - €5m sales - responsible for the P&L
Responsible for 3 regional markets based in Johannesburg. Key achievements include finding and implementing new route-to-market in South Africa and optimising EVIAN visibility and sales in the Out Of Home channel.
Detailed Description
Found and developed new business opportunities: opened new markets (Zambia, Seychelles, Mayotte, Mozambique) which increased sales volume by 30%
Worked with Danone HORECA specialists to increase sales volumes in 5-star hotels and premium restaurants. Achieved an average of +20% in Mauritius and South Africa through staff training programs and POS materials placement
Managed the transition with new Distributor including training and motivating the sales force: 60 sales reps
Led the termination of the distribution contract with the South African Distributor. I conducted a market research for new partners and presented to management for review and approval. I prepared the way out alongside the legal team while organising and leading a launch road show with the newly appointed Distributor
Responsible for the P&L - ensured brand profitability and competitiveness in each market
Managed and developed 3 markets through local Distributors: South Africa, Mauritius and Reunion Island
Developing sales of EVIAN Water and LU Biscuits in South Africa working hand in hand with the Distributor’s 40 sales reps to reinforce brand presence, visibility & sales in all channels.
Detailed Description
Reinforced Distributor's focus on Danone products by monitoring monthly sales through team meeting and regular store checks
Trained and motivated the Distributor's sales force: over 40 sales reps calling on c. 500 multi-channel accounts
Created successful tools for the sales reps to efficiently grow sales of both LU (+138%) and EVIAN (+30%) YOY
Identified top accounts and monitored marketing budget according to brand priorities
Initially worked as Assistant to the Global Accounts Director in Danone head office before being promoted to develop sales in South Africa
Created monthly KPIs scorecard for Distributor assessment
Ensured brand profitability and competitiveness through Danone reporting tools
Project leader on rolling out the Australian Open promotion in New-Caledonia and Reunion, increasing sales volume by 25% and 18% respectively and recruiting new consumers
Launched Evian by Christian Lacroix in all VIP & Gold accounts which enhanced spontaneous awareness for EVIAN by 10 points
Negotiated the sponsoring of Evian at Taste of Cape Town (Top 10 Chefs event) with 100% return on PR
Called on over 40 accounts securing shelf space and exceeding sales targets in Hypermarkets and Supermarkets from Menton to Toulon in the South of France.
Detailed Description
Grew regular shelf sales by 10% and till sales by 45%
Successfully negotiated retailers' promotions and product placement in high visibility areas