JAMES MUTETI MUTISYA
Nairobi
Summary
Results-oriented sales and marketing professional with a strong background in route to customer management, brand management, and business development. Over 20 years of work experience, including 15 years at the senior management level within the FMCG and Telco industries. Consistently demonstrated ability to turn around declining market share and improve performance of loss-making businesses through process re-engineering and change management. Track record includes successful strategy development and implementation, utilizing data-driven insights to meet customer needs. Excel in relationship management and negotiation, working with stakeholders from diverse cultures. Excellent team leader, effectively managing and motivating cross-functional teams in challenging environments, consistently delivering breakthrough results.
Overview
23
23
years of professional experience
Work History
Regional Business Lead
Safaricom PLC
09.2022 - Current
- Oversee the regional Strategy formulation and execution
- Step change customer experience by ensuring that the region has the requisite infrastructure to drive customer obsession initiatives to deliver and maintain NPS #1
- This will include all physical retail touchpoints (Safaricom owned and 3rd party managed), network coverage and experience
- Route to Customer (RTC) planning and execution across all segments and channels to drive airtime, sim cards, handsets, M-PESA mobile money float and services availability across all markets
- Manage Safaricom retail shops operations to ensure world class customer service and retail operations efficiencies
- Dealers/distributors and M-PESA Agents relationship management and channel development
- Grow mobile money (M-PESA) merchants customer base through acquisition and retention
- Accelerate Fixed broadband customer acquisition for both home and enterprise segments
- Network coverage and customer experience through delivery of commercially driven best network quality, availability and expansion
- Manage and leverage handsets vendors within all channels to drive 4G+ penetration
Head of Market Development
Safaricom PLC
05.2016 - 09.2022
- Define Go- To- Market strategy and tactics for General Trade, device sales through dealer channels
- Develop a clear channel and distribution strategy focused on the needs of our different customer segments
- Drive the growth of Safaricom dealer channel devices sales by creating, identifying and developing ongoing sales opportunities directly targeted to the end users
- Direct and guide end to end operational efficiencies aligned to Safaricom and distribution strategy
- Define and manage the commission system for the distribution teams, dealers and M-PESA agents and trade margins to deliver a healthy and profitable channel and to incentivize the delivery of our commercial targets
- To actively manage the dealer channel rollout and optimization ensuring both healthy and profitable foot print growth
- Support Regional Sales & Operations teams to execute distribution strategy according to plan
- Partner relationship management and business development for channel partners (M-PESA Agents & Dealers)
- To lead in sales and distribution systems development and other projects that support sales and operations efficiencies and KYC Compliance
- Develop channel operating standards, Policies, Procedures and processes
- Develop relevant terminals Go To Market (GTM) and Sell Out plans for dealer channel
- Initiated CVM campaigns to push more airtime from physical vouchers to digital channels (M-PESA and pin-less) resulting to more than a billion annual costs savings
- Refocused dealer channel to smart devices sales that has resulted to increased growth in dealer channel smart devices sales moving from lows of less than 100k units to current 750k units annually
- Automation of Subscriber registration processes resulting to improved customer KYC compliance
- Developed and executed Safaricom Way of Winning in trade training program for sales teams
- Introduction of dealer activation vans channel for gross adds acquisition that has resulted to very healthy SOGA and SONA giving us competitive edge against competition and reduced costs of BAs
- Kicked off distribution processes automation (EDMS) and RTC transformation on going major projects
- Introduction of Okoa Float financing for sub agents that has resulted to injection of 1b float through sub agents financing
- Self-motivated, with a strong sense of personal responsibility.
Head of Department, Retail & Distribution Strategy
Safaricom PLC
09.2015 - 05.2016
- Develop a clear channel and distribution strategy focused on the needs of our different customer segments
- Direct and guide end to end operational efficiencies aligned to Safaricom retail and distribution strategy
- To actively manage the exclusive channel rollout and footprint ensuring both healthy and profitable foot print growth
- Support Regional Sales & Operations teams to execute distribution strategy according to plan
- Partner relationship management and business development for channel partners (M-PESA Agents & Dealers)
- Lead in partner channel rollout and optimization
- To lead in sales and distribution systems development and other projects that support sales and operations efficiencies
- Develop channel operating standards, Policies, Procedures and processes
- Develop relevant terminals ranging, pricing, Go To Market (GTM) and Sell Out plans for both retail & dealer channel
- Initiated Sales Force Effectiveness program that helped us achieve a unified approach to winning in trade and managing teams and territories through coaching reducing OOS from highs of 8% to less than 2%
- Automation of M-PESA Agents processes – till applications, sim swap self service
- Agents float financing and loyalty program that resulted to increased float availability and transaction volumes
- Streamlined devices ordering processes that resulted to reduced terminals out of stocks and obsolesce delivering increased sales and reduced losses from obsolete stocks
- Initiated network rollout board that resulted to commercial lead network rollout from tech lead
Head of Department - Consumer Sales
Safaricom PLC
04.2015 - 08.2015
- Direct and guide end to end operational efficiencies aligned to Safaricom Consumer Sales distribution strategy
- To develop and implement effective distribution systems and ensure maximum impact at point of purchase through effective Go to Market activities and trade execution strategies
- To grow availability and retail penetration of Safaricom products including airtime, devices and M-PESA services across Kenyan trade
- Grow and manage mobile Money transfer (M-PESA) agents network across the country
- Partner relationship management and business development for channel partners (Dealers & M-PESA Agents)
- Reviewed dealer incentive model that had been in existence for more than 10 years to Value Based Commission model resulting to immediate growth in Share of Gross Adds (SOGA), Customer Market Share and airtime sales closing gaps in out of stocks opportunity lost from 1b per month to 250m within a period of 6 months
- The model also turned around declining service revenues to growth
National Retail Sales Manager
Safaricom PLC
09.2013 - 04.2015
- Retail Devices Sales Growth: Drive the growth of Safaricom Retail channel devices sales by creating, identifying and developing ongoing sales opportunities directly targeted to the end users
- Communication & Pricing: Liaise with Safaricom devices vendors, Marketing, Terminals, Internet and Content teams to ensure right devices ranging, pricing, propositions and communication
- Innovation & Strategy: The role is also responsible for developing innovative Go to Market (GTM) activities and right propositions to grow devices sales and penetration within the country with key emphasis on Smart devices
- Reorganized Retail Sales and Proposition team to a more focused and accountable team resulting to more than 100% growth in devices sales within the first 6 months
- This also had a direct impact on mobile data growth of 50% over the same period
National Distribution Manager/Regional Sales Manager
Safaricom PLC
07.2008 - 01.2013
- To develop and introduce effective distribution systems and ensure maximum impact at point of purchase through effective trade execution strategies
- To grow availability and penetration of Safaricom products including airtime, devices and M-PESA services across Kenyan trade
- Grow and Manage mobile Money transfer (M-PESA) agents network across the assigned region
- Played a key role in demarcating the Safaricom Kenyan market from 6 sales regions to 24 sales areas based on market demand to grow distribution through effective territory management resulting to growth in scratch cards retail penetration by 15 points within year 1 and 15% revenue growth
- Played a key role in building a team of 24 Area Sales Managers within the first 6 months of taking over the role to manage the newly created sales territories that resulted in retail penetration growth from 75% to over 95%
- Reduced out of stock positions from 10% to below 3% across the country
Sales & Marketing Manager
Fresha Dairy Products
01.2005 - 06.2008
- Strategy Development & Execution: Develop sound Sales and Marketing plans to ensure the company meets its short, medium and long-term business objectives through effective distribution strategies to grow retail penetration and availability of Company products and all channels and effective brand building plans and activities
- I pioneered the company Sales and Marketing department building a strong Sales & Marketing team within the first 12 months based on market needs
- Coupled with effective brand building activities, this resulted to Fresha milk emerging the leading fresh milk in Greater Nairobi market (Source: Joint Dairy Processors Retail Audit Report 2006)
- I initiated an effective marketing and distribution strategy that grew the company annual sales from KSHs 450 Million to over KSHs 3 Billion turnover within a period of 3 years that saw the organization win 'The Most Improved Company of the Year' 2006 COYA award
Sales & Marketing Manager
Inter - consumer Products (Nice & Lovely)
06.2002 - 11.2004
- Strategy Development & Execution: Develop sound Sales and marketing plans to ensure the company meets its short, medium and long-term business objectives through effective distribution strategies to grow retail penetration and availability of Company products and all channels and effective brand building plans and activities
- I initiated the re-branding of the entire range of Nice and Lovely Products that gave them their current more appealing look
- This resulted into a more than 400% growth in sales turn over from annual turnover of KSHs
- 240 Million to over KSHs
- 1 Billion within 2 years
- I also chaired a business processes reengineering committee that turned around the company from loss making to a profit making organization
- Within the period I worked with the company I established a fully focused Sales & Marketing team creating new positions in Brand Management and Field Sales Management based on market and business needs
Education
Master of Business Administration -
University of Nairobi
01.2008
Bachelor of Commerce - Marketing
University of Nairobi
01.1996
Skills
- Operations management
- Stakeholder management
- Innovation management
- Teamwork
- Financial analysis
- Customer relationship management
- Performance management
- Marketing strategy
- Sales strategies
- Business analysis
- Continuous improvement
- Data analysis
- Budget management
- Business development
- Change management
- Business process reengineering
- Experience in leadership
- Cross-functional team leadership
- Business strategy development
- Commission structures
Timeline
Regional Business Lead
Safaricom PLC
09.2022 - Current
Head of Market Development
Safaricom PLC
05.2016 - 09.2022
Head of Department, Retail & Distribution Strategy
Safaricom PLC
09.2015 - 05.2016
Head of Department - Consumer Sales
Safaricom PLC
04.2015 - 08.2015
National Retail Sales Manager
Safaricom PLC
09.2013 - 04.2015
National Distribution Manager/Regional Sales Manager
Safaricom PLC
07.2008 - 01.2013
Sales & Marketing Manager
Fresha Dairy Products
01.2005 - 06.2008
Sales & Marketing Manager
Inter - consumer Products (Nice & Lovely)
06.2002 - 11.2004
Bachelor of Commerce - Marketing
University of Nairobi
Master of Business Administration -
University of Nairobi
Training
- Digital Age Transformational Leadership Micro master – Boston University
- Agile Certifications
- Senior Management Leadership Program – Strathmore/Nanyang Universities
- Certificate in Sales & Marketing - Marketing Society of Kenya (MSK)
Summaryprofile
A results oriented Sales and Marketing professional with strong background in Route to Customer Management, Brand Management and Business Development. Over 20 years work experience, 15 years of which have been at senior management level within FMCG and Telco environment. Proven track record in successfully turning around declining market share or loss making businesses through process re-engineering and change management. Proven track record in successful strategy development and implementation. Ability to use data to initiate ideas to meet customer needs and requirements. Excellent relationship management and negotiation skills with different stakeholders from varied cultures and backgrounds. Excellent team leader with experience in managing and motivating cross-functional teams in a challenging and uncertain environment to deliver breakthrough results.
Similar Profiles
Nicholas NdikiNicholas Ndiki
Engineer Fixed Customer Solution at Safaricom PLCEngineer Fixed Customer Solution at Safaricom PLC
Francis KaleveraFrancis Kalevera
Acquire to Retire Analyst at Safaricom PLC, MPESA Africa, MPESA South AfricaAcquire to Retire Analyst at Safaricom PLC, MPESA Africa, MPESA South Africa
ALLAN OTIENO OFULAALLAN OTIENO OFULA
LEADERSHIP AND VOLUNTEER ROLES at SAFARICOM PLCLEADERSHIP AND VOLUNTEER ROLES at SAFARICOM PLC