Summary
Overview
Work History
Education
Skills
References
Timeline
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Martin M. Mwangi

Nairobi, Nairobi Province

Summary

Experienced commercial executive with 16+ years of expertise in sales strategies, trade marketing, distributor management, and channel and category development. Known for entrepreneurial approach and hands-on leadership in driving business results in various settings. Proven track record of success detailed in Curriculum Vitae below.

Overview

17
17
years of professional experience

Work History

Head of Customer Marketing, East & Southern Africa

Flora Food Group
05.2023 - Current
  • Leading the Customer Marketing function for East & Southern Africa. Key responsibilities:
  • Commercial Strategy - Leading design and execution of strategy to win across channels and categories delivering top-line growth and bottom-line profitably. Develop and implement retail performance standards based on trade and shopper understanding across the categories.
  • Commercial Planning - Leading Commercial planning which entails Demand Planning, Budget Forecasting, activity budgeting & Channel P&L ownership for the sales function.
  • Route to Market design - Deriving and designing the most efficient route to market for Upfield to win effectively and deliver the best distribution, the best pricing, assortment and best presence for all brands.
  • Leading and challenging my team to be customer-centric; develop strategies to enhance our customer service and outgrowth, focusing on deliveries that are on time to influence positive customer experiences.
  • Capability Building with a Focus on Revenue Growth Management for the team to ensure they deliver profitable growth.
  • Collaborating with marketing team in launch/ re-launch, consumer promotion and shopper marketing initiatives – driving the CATMAN agenda.
  • Driving sales performance through agency teams, distributor sales team and merchandizing teams, by increasing their capability development through trainings to understand usage of selling tools, commercial acumen and shopper activities execution expectations.
  • Optimizing channel and category plans to drive growth whilst maintaining trade spend within finance guidelines.
  • Achievements:
  • Achieving 9% secondary sales value growth 2024 vs 2023 (70M Euros vs 64.3M Euros)
  • Delivering 2.5% NSV growth 2024 vs 2023 (58.5M Euros vs 57M Euros) amid tough economic times.
  • Successful innovation listing (BB Choco) across 8 of the 10 markets in year one of launch.

Regional Business Lead

Flora Food Group
07.2018 - 04.2023
  • Strategic key partners recruitment, RTM set up, driving efficient operations and profitable growth. Key responsibilities:
  • Setting up Key Distributors in the cluster/territory, including the commercial processes.
  • Establishing KD operations: sales planning, fixing, and monitoring of sales targets and key performance metrics and channel plans.
  • Setting up the Field Management infrastructure - outlet selection by channels and channel management plans.
  • Ensuring streamlined implementation of the customer strategy at Point of Sale to further build market share.
  • Achievements:
  • Achieving 8% sales growth in 2020 (529.903M) vs 2019 (432.854M). Moving to a bigger cluster with higher turnover and maintaining growth trajectory. (2021 turnover of 980.686M).
  • Setting up RTM in white spaces (Northern Kenya) and growing coverage by over 2,000 stores.
  • Driving innovation brands in the market to a 10% contribution by exit 2021.
  • Streamlining distributor operations and trade activities driving down TTs spend from 22% to 18%.

Regional Business Lead – Coast Region

Multichoice Kenya Ltd
11.2017 - 06.2018
  • Strategic key partners recruitment, subscriber growth and retention agenda. Key responsibilities:
  • Implementation and adoption of effective distribution strategy to grow sales within the assigned area zone.
  • Ensuring achievement of set sales targets i.e., monthly, quarterly, semi-annually or annually.
  • Preparing, planning and executing area zonal sales programs aimed at market penetration, relationship building, and share growth e.g., Sales promotions, Road shows etc.
  • Preparation of sales and marketing plans, budgets and their implementation.
  • Running of the Area sales office as a profit center.
  • Achievements:
  • Key strategic partners growth from 12 to 18 (50% growth) in 6 months.
  • Subscriber growth rate from average 1,560 to 1,800 per month.
  • Recognized by management highest cluster growth H2 of 2017/2018 financial year.

Customer Marketing – Skin Care

Unilever Kenya Ltd
02.2017 - 10.2017
  • Championing customer marketing plans for Skin care - Kenya. Key responsibilities:
  • Driving Customer/ Channel/ Region input to the S&OP process for brand/ category.
  • Demand planning and forecasting - monitor implementation of customer marketing plan to achieve monthly/quarterly forecast.
  • Developing CFCS (customer facing category strategy) – translating and localizing category strategy to develop Channel and Category marketing plan by Region/ Channel/Customer (Customer marketing Plans).
  • Developing quarterly and monthly category plans for assortment, shelf-layout, and promotional strategy and price positions for the channel focusing on shopper.
  • Channel/Customer lens feedback and inputs into the category building plan, brand JTBD, SKU portfolio for following year.
  • Channel specific category plans to develop destination portfolio by channel, build new channels such as Direct to Consumer, Drug, E- commerce, etc.
  • Driving distribution and product availability across channels at the point of purchase.
  • Supporting new product introduction for listing into mix.
  • Reviewing retail margins, customer profitability and trade Investments for the category/ channel.
  • Achievements:
  • Successfully launching Geisha petroleum jelly and listing in 30% total outlet universe and gaining market share of 8% with 3T average monthly sales.
  • Synergizing category activities leading to a saving of Ksh.3M for the period.

Territory Manager – Coast

Unilever Kenya Ltd
09.2015 - 01.2017
  • Key responsibilities:
  • Setting up the Field Management infrastructure - outlet selection by channels and channel management plans.
  • Understanding and implementation of POP Vision and Channel plans by developing key metrics to monitor implementation and final desired output.
  • Performance review against action standards by networking and taking actions where inputs are required from the Field Sales Representatives with respect to width and depth of availability, assortment, and shelving.
  • Understanding competitive context and activity and giving market feedback to the Customer Marketing team.
  • Assessment of infrastructure requirements with respect to size, business potential, capital, and infrastructure requirement.
  • Managing Key Distributor profitability and ROI.
  • Achievements:
  • Achieving 11% sales growth for year 2016 (KSHs. 305.051 M) versus year 2015 (KSHs. 274.831M) having achieved target in 9 out of 12 months for the year.
  • Country champion in coordinating regional quarterly performance reviews with customer marketing teams.

Sales and Distribution Manager – Kenya

Chania Prime Mart Ltd
01.2014 - 06.2015
  • Leading in RTM development, infrastructure building, portfolio management and team management to deliver growth. Key responsibilities:
  • Managed a team of sales representatives servicing different regions across the country.
  • Recruited, trained and assigned sales targets and route plans for the sales representatives.
  • Developed and maintained effective trade relations in the market.
  • Drove incremental revenue achievement.
  • Achievements:
  • Identified marketing opportunities by identifying consumer requirements, defining the market and competitors share and establishing targeted market share.
  • Growing sales by 75% for year 2014/2015 (168M KES) versus same period for 2013/2014 (96M KES).

Territory Sales Manager

Telkom Orange Kenya Ltd
07.2011 - 12.2013
  • Key responsibilities:
  • Effective implementation of distribution strategy in the trade to achieve availability and grow sales within the assigned territory.
  • Ensured internal collaboration, teamwork development and implementation of key Management and sales routines.
  • Implemented and adopted approved market routines in accountability with consistent route completion/coverage.
  • Prepared, planned, and executed Area Sales programs aimed at market penetration, availability of the company products and services always.
  • Documented approved Monthly/Quarterly territory Plans aligned to the Area Business Plan.
  • Ensured shops are well branded per Telkom Kenya and Orange brand guidelines to create awareness.
  • Ensured that stores were well stocked, and products sold at recommended sales prices.
  • Supported attainment and compliance to orange branding/merchandising standards for Dealers in the territory.
  • Achievements:
  • Growing sales by 75% for year 2014/2015 (168M KES) versus same period for 2013/2014 (96M KES).

Trade Developer

Diageo
01.2011 - 06.2011
  • Key responsibilities:
  • Built, developed and maintained effective trade relations mainly in the emerging markets.
  • Ensured distributor coverage and call frequency targets are achieved.
  • Delivered retail excellence by execution of promotional activities, brands and visibility in outlets.
  • Developed brand building activities for the outlet to implement.
  • Minimized the effects of all competitor brands within ethical guidelines.
  • Carried out sales driver checks on all outlets visited and ensuring call frequency targets are achieved.
  • Operated a one portfolio EABL brand approach for both beer and spirit.
  • Trained distributor sales crew on improved customer relations and sales.
  • Achievements:
  • I was recognized by the EABL Sales Director as the top performing trade developer in sales for the month of February and March 2011 with 756% NSV sales achievement.

Sales Supervisor

African Airtime Ltd
12.2008 - 12.2010
  • Key responsibilities:
  • Performed market mapping of new network areas and existing areas to measure retail penetration month to month.
  • Ensured efficient route coverage by DSA as per required route frequency; Daily/alternate/weekly
  • Eliminated out of stock situations at retail level by implementing 3-day stock holding.
  • Supplied the Daily Sales Agents with the stocks and monitoring their performance on daily basis.
  • Ensured weekly audits of DSA routes.
  • Recruited sub-distributors on behalf of African Airtime Limited.
  • Attended to customers’ enquiries about the YU mobile network.
  • Activated Clients YU mobile numbers through the network.

Education

BSc. - Water and Environmental Engineering

Egerton University

Skills

  • Brand and Trade Marketing
  • Distributor Setup and Management
  • Commercial Operations - Sales & Retail management
  • Customer segmentation
  • Strategic planning
  • Customer relationship management (CRM)
  • KPI tracking
  • Data analytics
  • Competitor analysis
  • Business development
  • P&L management
  • Multitasking Abilities

References

  • John, Kibera, Customer Development Lead, +254721705659, Unilever Kenya Ltd, Kenya
  • Jaquiline, Mungai, Senior Director, Franchise Operations, ECAF, +254722292987, The Coca Cola Company, Kenya
  • Alex, Karuru, Business Development Manager, +2547242480, Pwani Oil Ltd, Kenya

Timeline

Head of Customer Marketing, East & Southern Africa

Flora Food Group
05.2023 - Current

Regional Business Lead

Flora Food Group
07.2018 - 04.2023

Regional Business Lead – Coast Region

Multichoice Kenya Ltd
11.2017 - 06.2018

Customer Marketing – Skin Care

Unilever Kenya Ltd
02.2017 - 10.2017

Territory Manager – Coast

Unilever Kenya Ltd
09.2015 - 01.2017

Sales and Distribution Manager – Kenya

Chania Prime Mart Ltd
01.2014 - 06.2015

Territory Sales Manager

Telkom Orange Kenya Ltd
07.2011 - 12.2013

Trade Developer

Diageo
01.2011 - 06.2011

Sales Supervisor

African Airtime Ltd
12.2008 - 12.2010

BSc. - Water and Environmental Engineering

Egerton University

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Martin M. Mwangi