Daphine Kirimi

• Develop Trade Marketing Strategy:Collaborate with the brand-building department to integrate brand messaging and positioning into trade marketing strategies.
• Utilize the 7 Ps of trade marketing to develop comprehensive strategies tailored to target markets and channels.
• Conduct market research to identify consumer insights, competitor activities, and industry trends to inform strategy development.
• Develop and execute trade marketing campaigns and promotions that effectively communicate product benefits and drive sales in retail outlets.
• Coordinate the production and distribution of marketing materials, including point-of-sale displays, signage, and promotional collateral.
• Monitor campaign performance and analyze results to optimize future initiatives and enhance ROI.
• Provide support and training to channel partners on product features, benefits, and selling techniques to drive product adoption and sales.
• Collaborate with channel partners to develop joint marketing initiatives and promotional activities that drive foot traffic and increase sales.
• Implement point-of-sale materials and displays to enhance product visibility and drive purchase intent at the point of sale.
• Monitor in-store execution and compliance with merchandising guidelines to maintain brand consistency and maximize impact.
• Monitor project progress, identify risks and issues, and implement corrective actions as needed to ensure project success.
  
  

Responsibilities

• Managing a team of over 25 merchandizers effectiveness to trade & a team of over 30 KOKO club agent shops.
• Managing productivity of merchandizers in territory through : routine engagements, gate meetings, training, route planning & managing completion rates.
• Driving compliance to EDGE standards by merchandizers by driving 100% adoption of standards relating to Merchandizing, plannograming ,stock taking, accurate data entry into CRM
• Mitigating agent led variances through ensuring optimal stock count, inventory management & consistent use of POS/CRM.
• Driving Revenue growth for agents by ensuring stock availability, visibility & driving initiatives to ensure better shelf offtake
• Driving acquisition of new KOKO club member acquisiotion by existing agents as per assigned targets for better sales volume and value.
• Driving customer retention for registered members through initiatives on increasing memeber engagements -promotional messages, whatsapp groups
• Implementing of Inventory managemnt ideas ensuring agents sell using POS to mitigate stock loss and expiries.

Responsibilities

• Overseeing performance & relationship management of KOKO agents in assigned territory manageing a team of 42 commision sales agents
• Driving customer acquisition through JBPs with KOKO agents & trade marketing initiatives
• Execution of activation plans in territory toe ensure optimal sales of Cookers
• Market intelligence collection on competitor, pricing, and opportunities for optimal growth and market penetration
• Driving agent adoption to KOKO Picture of success & required processes.
• Training of sales agents within assigned territory for optimal execution in Trade & sales target achievement.
• Implementing direct sales initiatives for optimal customer acquisition & sales revenue growth for KOKO Agents
• Leading sales initiatives across designated regions for optimal agent sales.
• Building relationships with clients and acting as trusted advisor for key decision makers.
• Directing, owning and executing KOKO business strategy for agent accounts for optimal weighted distribution.

Accomplishments

• Exceeded sales target by 152% in Q1 of 2022.
• Grew the number of Agents on trade marketing in high, medium and low penetration neighborhoods significantly in H1 2022 from 16% in January to 38% of agents (13 out of 34 agents) in June.
• Upheld quality control policies and procedures to increase customer satisfaction.
• Timely Escalated customer concerns, issues and requirements to supervisors for immediate rectification improving agent retention.

• Full portfolio Listing of for BAT products - Sportsman, Dunhill SM
• Implementing picture of success at retail outlets in terms of product display , visibility and shelf share.
• Implementation of trade marketing checklist for BAT in retail outlets.
• RRP push for retailers and stockiest for BAT products.

Key successes

• Optimized point-of-sale campaigns to engage consumers for traffic-generation and sales conversion leading to sportsman distribution growth by 24% within 3 months.
• Gathered competitor data, analyzing pricing, product sales and marketing strategies leading to better placement & sales.
• Assessed consumer needs and buying habits to identify potential markets and product demand variables increasing numeric distribution by 32% for full portfolio within 3 months.
• Achieved 70% compliance to RRP amongst general trade outlets for Sportsman and dunhill.

• Sales activation for Scottish Leader and Caprice wine brands in Bars and Pubs.
• Driving HORECA penetration and awareness for KWAL products.
• Visibility and shelf share negotiation for KWAL products

Key take outs

• Identified interested customers and engaged in conversation to explain product benefits.
• Increased brand awareness and strengthened relationships with distribution dealers through proactive communication and follow-up.
• Directed customer attention to products subject to discounts and specials, proactively bolstering sales of target products.

Key takeouts

• Met schedule and deadlines by ensuring that work was completed efficiently.
• Set up and maintained physical and electronic filing systems to maintain organizational efficiency.
• Worked with senior project leaders to create project scopes and implement roadmaps.
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