MAUREEN ANJELINE OKINDA

As an E-commerce Shopper and Customer Marketing Manager, I oversee e-commerce activities and execution across Central, East, and West African markets. My role supports the business in achieving its digital and commercial objectives while driving the e-commerce strategy.

Key Responsibilities:

• Commercial Planning and Management: I manage the Profit and loss for seven Markets (Nigeria,Kenya,Cote d'ivoire,Ghana,Uganda, Angola and Senegal),ensuring profitability and sustainable business growth. In the last 2 years I have maintained a double digit growth of above 80%Vs previous years.
• Operations Management: Oversee day to day operations managing internal supply chain and demand teams and external distributors to ensure product availability and route to market efficiency.
• Joint Business planning: Lead negotiations with top partners on commercial agreements, securing favorable trade terms and Investments. In the last 2 years, I have managed to reduce marketing costs to investment ratios by 20% while growing the business year on year.
• Plan and Manage ecommerce Marketing strategy : Define the online marketing strategy and investments across omnichannel touch points while optimizing marketing investments to drive profitability and keeping an eye on business metrics ie SEO, SOS, ROAS,ADROAS,MROI.
• Content Management: Custodian of the online digital shelf which involves overseeing the content strategy as per business guidelines through partnering with global content agencies like edge and profitero to ensure world class content execution across our top retailers.
• Partner Management: lead the development of strategic partnerships with agencies, distributors, and commercial partners (marketplaces and retailers) to define mutually beneficial terms of trade and ensure successful collaborations.
• Stakeholder and Team Management: Regularly report on departmental progress and performance to key stakeholders, including the CEO, Head of E-commerce for Africa and the Middle East, and the Global VP of E-commerce and manage the day-to-day activities of teams to ensure alignment with business goals.

My roles and responsibilities included:

• Category Sourcing and Strategy Development:
  Develop and establish category sourcing strategies while leading cross-functional teams in strategic sourcing and merchandising initiatives.
• Supplier Negotiations and Contract Management:
  Manage and negotiate with suppliers to execute contracts and optimize business opportunities. Through effective supplier management, I increased daily orders from 800 to 1,600 within 90 days.
• Supplier and Market Intelligence Management:
  Act as the key liaison between category suppliers and internal teams, utilizing suppliers as market intelligence providers. I anticipate strategic opportunities and ensure that key stakeholders are kept informed of trends and developments.
• Long-Term Country Strategy Development:
  Contribute to the development of long-term country strategies, significantly influencing cross-functional project development and aligning them with broader business objectives.
• Merchandise and Assortment Strategy:
  Define the country-specific strategic merchandise assortment, ensuring alignment with market demand and profitability goals. Oversee the selection process and ensure categories are optimized for both customer appeal and profitability.
• Promotional and National Calendar Planning:
  Define and implement the national promotional calendar, ensuring that category profitability is maximized throughout the year through well-timed product launches and promotional events.
• P&L Management and Commercial Growth:
  Manage the Business Unit’s P&L through effective commercial planning, operational efficiency, and monetization activities. As a result of these efforts, successfully increased the total commercial margin by 1% within just 90 days.

Sales and Marketing Management Analytics and Reporting Operations Management

My roles and Responsibilities included:

• Marketing Strategy and Budgeting:
  Develop and manage the overall marketing strategy and budgets, ensuring alignment with business objectives and growth targets.
• Cross-functional Collaboration:
  Work collaboratively across teams to design and execute seamless consumer experiences across digital, web, and offline channels, enabling customers to discover, shop, and purchase effectively.
• Web Metrics and Reporting:
  Oversee the design, development, and maintenance of web metrics, reports, analyses, and dashboards, providing insights to optimize marketing performance.
• Content Creation and Management:
  Lead the preparation and management of marketing content, including copy, images, videos, emails, and other promotional materials.
• Sales Techniques and Targets:
  Devise, implement, and monitor sales strategies to support teams in achieving monthly targets, particularly in managing wholesale channels (B2B/B2B2C).
• Rapid Experimentation and Iteration:
  Foster a culture of rapid experimentation, measurement, and iteration to continuously optimize marketing efforts and sales performance.
• Strategic Partnerships:
  Lead efforts in establishing strategic partnerships to drive growth. For example, partnered with a UK-based digital marketing agency to enhance media buying, resulting in a 5x increase in daily website traffic and a 30% growth in GMV.
• Non-Sales Revenue Projects:
  Oversee the development and growth of non-sales revenue projects, such as Shop Zetu content agencies and warehousing, in collaboration with relevant team leads.
• Brand Communication:
  Manage all aspects of brand communication, working with the Brand Manager to ensure consistent online presence and offline positioning that aligns with the brand’s vision.
• Performance Reporting:
  Provide weekly and monthly reports on ROI and ROAS, tracking digital marketing performance metrics, including website traffic, conversion rates, social media, email, and performance marketing activities.
• Customer Metrics:
  Track and report on customer-facing metrics such as NPS, CSAT, and customer database health.
• Operational Costs Reporting:
  Monitor and report on operational costs, including logistics, customer service, and warehousing, on a weekly and monthly basis.
• Team Efficiency and Logistics:
  Collaborate with the dispatch manager to optimize routes, ensuring timely dispatch of orders and accurate returns management, including drop-off/pick-up hubs.
• Customer Service Excellence:
  Address and resolve customer issues promptly, ensuring high levels of customer satisfaction.
• Vendor Management:
  Oversee vendor efficiency and ensure order fulfillment and delivery within agreed SLAs. Maintain positive vendor relationships and satisfaction.
• Customer Complaints and Escalations:
  Track customer complaints and escalate to CEX when necessary to resolve issues promptly.
• Cross-functional Service Policies:
  Develop and implement service level policies across marketing, customer support, and logistics functions to improve operational efficiency.
• Standard Operating Procedures (SOPs):
  Create and maintain SOPs for the marketing team, vendor management, customer support, content, and dispatch teams, ensuring smooth and efficient operations.

This was a consultancy agreement, highlighted are my roles and achievements.

• Enhanced marketing exposure through successful website content management and direct correspondence with potential clients
• Developed short-term and long-term sales objectives and strategic plans to meet market needs
• Contributed to industry organization and trade shows to gather competitive and industry intelligence
• Defined and integrated roles, responsibilities and processes for business team and data management organization
• Created strategic and tactical sales initiatives for forward planning to meet key objectives
• Developed short-term and long-term sales objectives and strategic plans to meet market needs
• Led cross-functional teams to create impactful messaging, demand- generation programs and sales tools
• Identified revenue opportunities by collaborating with distribution partners Planned marketing initiatives and leveraged referral networks to promote business development
• Strategized and implemented successful approaches to revitalize underperforming product lines and create profit-generating enterprises Evaluated current service needs and product satisfaction levels with established customers to improve offerings
• Overall increased number of Vendors X3 from 50 to 150 in as span of 12 months ,managed to have 120 active with at least one sale per day, this resulted to and overall GMV growth of 50% YOY comparison.
• Increased number of customers by 30%retained current ones at 60% and managed to increase average customer repurchase rate for regular customers by 50%.

• Developing and improving customer journey on the website to ensure best shopping experience
• Executed seasonal strategies to support and meet revenue targets; help to support and identify specific category opportunities to maximize growth areas
• Used site analytics and financial reporting analysis to develop merchandising strategies for all categories and suggest promotional strategies to increase conversion
• Worked with marketing department to develop and execute digital marketing strategy i.e. Media buying, organic marketing
• Partnered with Creative, Marketing, to drive strategic business messaging while ensuring accurate brand execution of marketing communications on websites, in emails and social media
• Identified cost-effective vendors and set up favorable contracts, saving over 5 million shillings per year in customer refunds and cancellation expenses
• Implemented process improvements that reduced average purchasing cycle times by 25%
• Coordinated logistics for shillings 150,000,000 per year operations
• Studied technical aspects of managed categories to identify key quality attributes and cost containment levels
• Maximized category turnover through proactive management strategies Identified and reported key performance indicators to define successful category management
• Incorporated suggested changes to layouts and promotions to drive sales and partnered with buyers to develop category-appropriate order frequency for spend under management
• Visited supplier offices and plants to investigate facilities and capacity to meet quality requirements, specifications and delivery dates and ensure good customer experience
• Generated weekly, monthly, quarterly and yearly reports on purchasing operations
• Proved successful working within tight deadlines and fast-paced atmosphere
• Quickly learned new skills and applied them to daily tasks, improving efficiency and productivity

• Created quarterly business plans for Major accounts (Maybelline,Unilever,Hasbah,carrefour,Bata,LC waikiki)to help in marking out financial targets and outlined and implemented strategies to achieve them
• Coordinated with product, marketing and business units, sales and operations teams on kits, messaging, value proposition and integration
• Category planning and overview, established partnerships with different key players inmarket (Brand and partnership management.)
• Developed sales incentives approaches (e.g., oversee pilot activities, learnings and recommendations based on pilot)
• Commercial planning and team performance management.Created campaigns, successfully managed execution and monitored performance to make sure set targets are met.
• Performance management; Handled team appraisals based on individual performance and category performance
• Collaborated with teams to come up with strategies and changes to be implemented for better performance week over week
• Managed international sourcing and listing and operations of international vendors
• Managed Jumia global, negotiated for commercial deals with vendors in China, Morocco and Egypt and, worked with shipping companies to make sure their operations were flawless in order to maintain good customer and vendor experience
• Provided input into acquisition and revenue/goals (By end user type, distribution and channel)
• Oversaw daily operations to ensure high levels of productivity
• Managed team of 10, overseeing hiring, training, and professional growth of employees.
• Established, initiated and optimized business development strategies based on company targets, product specifications, market data and budget factors.
• Managed logistics, budgeting and scheduling elements as related to campaigns.

• Exceeded goals through effective task prioritization and great work ethic.
• Led 5 persons team in delivery of growth hacking project (Jumia 1%), resulting in increase of vendor sign ups by 120% and increase In GMV by 40% within 3 months.
• Created plans and communicated deadlines to ensure projects were completed on time·
• Managed to successfully increase our GMV by over 10% month over Month through strategic acquisition and effective campaign planning and vendor management.
• Successfully built super vendors increasing their capacity in GMV and Item sold to be key accounts·
• Mentored and trained over 12 junior vendor managers into key accounts positions.·
• Led team in in acquisition and incubation of vendors -Training them to be compatible with organizations policies and goals. Some key accounts included (Bata,Lc Waikiki,Carrefour ,Unilever,Hasbah,Chandaria industries)·
• Created policies and processes governing Acquisition retention and management of vendors. Compiled and analyzed data and reported on acquisition metrics.
• Created spreadsheets using Microsoft Excel for daily, weekly and monthly reporting