Experience

BIDCORO Africa Ltd.

• Kenya
• Manufacturing
• 1 - 100 Employee

• Regional Marketing Manager

  • Sep 2017 - Present

  Lead execution of the strategic marketing plans, with commitment and participation from key stakeholders, so as to achieve volume, mix, market share and profit objectives.Develop brands Plans and ensure brand positioning is clear, consistent and distinctive and champion the concept of brand equity in his/her brands.Manage the client/agency relationship and challenge the agency to ensure best possible output on the brand, which includes delivering innovative media plans which optimize the marketing budget and maximize impact.Lead the innovation agenda and develop strategy by assessing which brands to launch through a clear understanding of brand values, portfolio role, consumer motivations and the competitive context.Utilizes data to anticipate competitive and consumer trends, assesses strategic implications and optimizes business potential based on analysis.



East African Breweries PLC (EABL)

• Beverage Manufacturing
• 700 & Above Employee

• Brand Manager

  • Oct 2014 - Aug 2017

  Achievements:• Led the renovation of Smirnoff vodka to a new premium pack which delivered 14% growth • Slashed annual costs by 5% year on year from reduce cogs from pack renovation.• Developed brand strategies that accounted for 19% of annual volume growth and brought Smirnoff back to growth.Duties & Responsibilities• Protect and grow the brand by creating demand for the brands to achieve volume, market share and profit objectives. • Develop annual Marketing strategies and brand plans grounded in consumer insights.• Implement brand plans ensuring efficient management of allocated budget.• Coordinate marketing activities in collaboration with customer marketing and sales teams. • Plan and implement brand media strategy. • Manage the brand P&Ls to deliver a healthy CAAP. • Monitoring brand availability and sales and being proactive on factors affecting the brand sales and market share performance.• Identify and recommend market research programme aimed at enhancing brand positioning.• Analyzing market research data including secondary research and taking corrective action for enhancement of brand strategies.• Conduct post activity analysis and prepare accompanying Monitoring & Evaluation

• Business Development Manager

  • Apr 2014 - Oct 2014

  Achievements:• Successfully introduced the reserve category into the retail chains and effectively grew the Net sales value of EABL in the off-trade by 11%.• Played a major role in the transformation of alcohol retail through the shop in a shop experience that made shopping an experience and delivered 7% increase in Net sales value through increased footfall.• Improved channel performance through expansion of the off-trade channels with a focus on emerging chainsDuties & Responsibilities:• Developed trade strategy based on knowledge of market and industry, micro and macro-economic trends and competitor analysis.• Actively planned, managed and evaluated customer’s trade investments to ensure they grew, delivered value and maximised return on investment.• Leveraged on customer and channel specific shopper insights to unlock category growth.• Effectively coordinated 12 month rolling activity plans based on consumer activity aimed at delivering incremental volumes.• Drove a collaborative performance culture between customer and KBL through management of relationships with key stakeholders.

• Off-trade Accounts Manager

  • Jul 2013 - Apr 2014

  Duties & Responsibilities• Managed a team of 17 field merchandisers focusing on inspiring, coaching and developing their sales capability and delivered winning outlooks on quality, distribution, visibility and promotions in the outlets.• Spearheaded the development of promotion activities and POS design which are outlet centric to outsell competition and to guard and gain markets share.• Monitored sales plan unit expenditures and ensured compliance to all budgetary guidelines• Negotiated contracts that increased distribution and visibility in-store• Enhanced functional competence of the category staff and field merchandisers through brand immersion trainings and conducted regular refreshers during team meetings. • Drove execution of impactful outlet visibility working in collaboration with marketing teams.• Brilliantly executed all promotions and activations always ensuring they delivered on set objectives and beat competition.

• Territory Management Representative

  • Oct 2010 - Jun 2013

  Achievements:• Improved distribution of beer by 40% and spirits by 50% by enhancing route to market and route service.• Grew distribution of premium spirits in a rural market by 45% by implementing mutually beneficial programmes.• Recognized as one of the top area champions in performance and brilliant executionDuties & Responsibilities:• Achieved EABL distribution objectives by improving route to market through opening beer and spirit stock points and aggressive listing of premium spirits.• Positively influenced sales out through implementation of Quality, Distribution, Visibility, Price, Promotion and persuasion (QDVPPP) in outlets to maximize brand presence.• Managed the distributor accounts by formulating strategies that maximize volumes and share and ensure alignment to the business objective; managing stocking levels, route service, performance. • Up-skilled selling skills of distributor selling teams. • Brilliantly executed brand building activities and EABL promotions in outlets.• Established win-win working relationships and built strong loyalty with distributors and retailers and ensured EABL became the preferred partner.