Nancy Rita Mwende

The Head of Customer Marketing (HoCM) works with Diageo Marketing, Diageo Sales and Distributors to identify brand and category opportunities, developing, managing and executing the commercial calendar and activation plan, ensuring its completion within the Cycle Planning and Briefing process and drives evaluation/learning back into the wider business. I lead the development of the Market Channel Strategy, and Category/Portfolio Strategy working with Commercial Finance, Marketing and the Sales Leadership Team – and ensures it is reflected in the Activity Plans.

The Head of Customer Marketing guides Sales, Marketing and Innovation Teams to manage A&P and Trade Investment budgets and right size of investment programs understanding how to optimize promotional tactics across brand portfolio to ensure delivery of targets. The HoCM ensures Sales and Distributors teams are fully equipped with tools and support materials to drive brilliant execution “On Time In Full” with customers within channels, setting channel specific brand and category execution guidelines and standards.

• Led activation agenda through strategic orchestration of the annual calendar, aligning with AOP targets.
• Drove commercialization of brand activities based on channel-specific dynamics and requirements.
• Established KPIs for continuous improvement in efficiency and effectiveness of growth drivers.
• Created outlet segmentation blueprint to optimize activation strategies across various segments.
• Fostered a robust understanding of customer and shopper needs across different channels.
• Devised winning category strategies from shopper insights, translating into tangible customer plans.
• Translated category strategy into impactful retail and bar solutions, enhancing the shopping experience.
• Executed point-of-purchase initiatives to amplify sales impact for brands.

Developed category strategy prioritizing brands with highest growth potential.
Transformed brand execution from transactional promotions to consumer-driven experiences.
Prioritized off-trade channel investments during COVID-19 with tailored home consumption solutions.
Evaluated data on underperforming brands, implementing turnaround plans for recovery.
Contributed to premium acceleration strategy, increasing net sales contribution from 27% to 50%.
Recognized as a valuable leader, integrated into Africa commercial director’s pipeline.
Managed seven top spirits brands, achieving consistent equity score growth since 2019.
Oversaw 60% of below-the-line activities, achieving +40% ROI on £22 million budget.

• Pioneered point-of-sale material trackers to quantify return on investment and identify visibility opportunities through DMS data.
  Led gatekeeping of cycle activities including preparation by activity owners.
  Developed standard reporting tool to measure third-party activity execution.
  Introduced service level agreements to manage data requests for activity management.
  Instituted trackers to evaluate activity effectiveness, published weekly via dashboards.
  Analyzed outlet-level sales performance against plans, facilitating informed decision-making.
  Ensured tracking of minimum execution standards across segments for 75% of identified universe as recorded on Trax.

• Transformed spirits planning process by utilizing sales forecasting tools to enhance delivery efficiency.
• Achieved 17% growth in spirits performance, setting record for previous years through elimination of stock shortages.
• Managed spirits standard stocks workstream, ensuring optimal inventory levels for distributors.
• Successfully launched Senator Keg Dark Extra innovation into the market.

• Spearheaded barrel management from KBL to trade and back, ensuring continuous supply of Senator Keg.
  Championed adherence to cleaning standards by overseeing keg pump service providers.
  Organized team-building sessions to promote synergy and cohesiveness within the team.
  Enhanced team capacity to meet trade operational standards through targeted initiatives.
  Conducted on-the-job training for keg leaders and trade developers to improve skills.
  Designed and implemented sustainable back-office infrastructure supporting keg field operations.
  Led development of business plans and systems for keg distributors, optimizing efficiency.

• Developed and executed divisional trade marketing and merchandising plans aligned with regional objectives.
  Supervised implementation of merchandising and promotional strategies to enhance brand visibility.
  Managed merchandising of company brands in retail outlets to maximize product availability.
  Implemented national marketing and promotion programs utilizing resources effectively.
  Drafted and submitted detailed reports on team performance and sales volume.
  Coached and trained sales force to achieve targets while overcoming sales and marketing challenges.

• Reviewed pricing strategies to align with company objectives.
  Supported marketing initiatives by executing effective promotions and merchandising programs.
  Cultivated client relationships and enhanced loyalty through regular visits and specialized support.
  Developed and implemented a territory trade marketing plan to meet area objectives.
  Compiled market information and presented reports on customer performance and brand competition.
  Monitored distribution objectives to ensure brand availability, stock holding, and rotation are met.