NGELECHEI K. ONESMUS
Nairobi
Summary
Strategic commercial professional with 20 years in business analysis, strategic planning, and performance management. Expertise in analysing complex challenges and transforming unstructured data into actionable insights and recommendations. Skilled in developing business plans, KPI frameworks, and executive presentations. Proven success in cross-functional stakeholder management and delivering strategic initiatives in dynamic environments.
Overview
2
2
Languages
21
21
years of professional experience
Work History
Distribution Partner Manager
Red Bull Kenya / Hasbah Kenya Limited
2020.03 - Current
- Develop commercial strategies and implementation plans aligned with business objectives and market opportunities.
- Analyse KPIs and business performance, identify gaps and key performance drivers, and recommend practical corrective actions to deliver Business Plan, Trade Marketing Calendar, and Commercial Annex objectives.
- Supported official Red Bull Distribution Partner in enhancing sales, operations, profitability, organisational effectiveness, and commercial strategy.
- Coached and developed Distribution Partner sales force, establishing effective daily routines and processes while sharing best practices to enhance performance and executional excellence.
- Assess execution gaps, develop improvement actions, and monitor implementation against agreed standards to improve Perfect Store execution across channels.
- Built strong relationships across Distribution Partner departments, facilitating trade initiatives, addressing business challenges, and offering practical advisory support.
- Support in-country business planning and strategic analysis, translating business objectives into clear and actionable plans.
- Consolidate, analyse, and synthesise business and market data into actionable management insights for Red Bull Headquarters in Austria and the Regional Office in Dubai.
Regional Field Sales Manager
Suntory Beverage & Food Kenya – Lucozade & Ribena
2016.10 - 2020.02
- Developed and implemented annual business plans for distributors and key customers across the assigned region.
- Collaborated with National Field Sales Manager to align regional priorities and establish clear sales targets.
- Monitored and analysed business performance, developing targeted action plans that consistently met or exceeded sales targets.
- Developed and communicated distribution, pricing, promotion, and merchandising objectives for sales teams in line with Picture of Success standards.
- Managed the total outlet universe and developed coverage strategies; reviewed call cycles and journey plans against KPIs to improve efficiency.
- Led field forecasting and reporting to reduce out-of-stock situations and improve availability.
- Streamlined customer receivables process through consistent follow-up with distributors and business partners to ensure timely payments.
- Ensured in-store execution, controls, reporting, and MSL compliance in line with company policies and strategy.
- Selected achievements:
- Received the Extra Mile Award in Q3 2017 for highest growth of 21% versus plan and highest cooler placement; subsequently transferred to Western Region to support turnaround to profitability.
- Developed and secured sign-off for the 2019 Joint Business Plan for Khetias and Transmatt outlets in the North Rift Region.
- Selected to participate in the 2017 Strategy Development Session.
Capability Development Manager
Almasi Beverages Limited – Coca-Cola
Kisii, Rift Valley and Mount Kenya
2016.04 - 2016.09
- Led Sales Force Automation implementation, defining end-user requirements, coordinating team training, overseeing rollout, and managing performance.
- Conducted team evaluations to pinpoint development gaps, delivering tailored coaching and training to address these needs.
- Enhanced commercial performance by identifying coaching needs and developing sales initiatives targeting specific performance improvements.
- Reviewed and developed segmented execution Picture of Success standards, expanding the framework from 6 to 13 channel-based segments.
Area Retail Manager
Almasi Beverages Limited (RVBL) – Coca-Cola
2014.06 - 2016.03
- Developed and drove sales strategies, tactics, and activities to support revenue and growth objectives.
- Championed Market Impact Team, led RED certification initiatives, directed ERP implementation team, and guided operations excellence team to strengthen commercial performance.
- Coached and trained account developers and distributor salesmen to enhance team effectiveness and achieve sales targets.
- Formulated strategies and action plans to enhance RED parameters, focusing on availability, cooler execution, activation, and retail price compliance.
- Managed regional sales operations on several occasions.
- Achieved 13% growth in Eldoret sales volume and revenue across 2014 and 2015.
- Improved RVBL RED execution score from 43% in March 2015 to 71% in December 2015.
- Improved Numeric Distribution of Minute Maid juice from 3% to 21% in 2015.
- Successfully delivered the commercial ERP go-live in October 2015 across all commercial modules.
- Advanced to Capability Development Manager following outstanding performance and consistent KPI achievement.
- Selected achievements:
Area Sales Manager
Rift Valley Bottlers Limited – Coca-Cola
Metro Eldoret, Keiyo/Baringo and Turkana
2010.04 - 2014.05
- Delivered sales and revenue targets while developing distributors and route-to-market plans to expand market coverage.
- Led sales planning, profitability management, market expansion, and execution of retail standards.
- Led Key Accounts, Account Developers, Merchandisers, and Technicians to achieve commercial objectives.
- Implemented sales management systems at distributor and outlet level, managing promotional campaigns to enhance market presence.
- Expanded distributors in previously unworked markets from 11 to 23.
- Delivered double-digit sales revenue growth in Metro in 2012/2013 and 2013/2014.
- Awarded the 2013 MD’s Trophy for highest growth area, achieving 14% growth in volume and revenue.
- Increased area volume contribution from 8% to 10% of bottler volume contribution.
- Improved retailer RRP compliance from 46% to 71% between August and December 2013.
- Transformed underperforming team through targeted coaching and performance management, boosting team morale and effectiveness.
- Ensured distributors adhered to Distributor Operating Standards through monthly business reviews.
- Supported new product introductions including Minute Maid, Pulpy, Coke Zero, and 330ml Can Soda.
- Selected achievements:
Sales Coordinator
Rift Valley Bottlers Limited – Coca-Cola
2009.08 - 2010.04
- Developed Purchase Plan Program that standardised weekly sales projections, actual sales, and daily planning into management dashboard, enhancing visibility and decision-making.
- Coordinated product availability, production planning, customer orders, debt management, and delivery planning to optimise collaboration across Sales, Production, Credit Control, and Fleet teams.
- Promoted to Area Sales Manager to lead turnaround strategy for underperforming region, driving targeted initiatives for improvement.
Account Developer
Rift Valley Bottlers Limited – Coca-Cola
2007.05 - 2009.08
- Managed Chepkorio Wholesalers, RVBL’s largest appointed distributor, delivering monthly and annual volume targets through strategic oversight.
- Implemented a distribution system that achieved 90%+ route coverage.
- Maintained ITMO score above 80% while training distributor staff to uphold service quality and operational efficiency.
- Trained merchandisers to enhance execution and service-level standards, ensuring alignment with company goals.
- Recognized as a top performer and promoted to Sales Coordinator based on sales growth, distributor development, and account management performance.
ICT Intern / Technical Support Staff
Ministry of Education, Science & Technology
2005.08 - 2006.08
- Delivered first-line technical support for desktop and workgroup issues, assisting users with Windows, email, internet connectivity, software, and hardware peripherals to enhance user satisfaction.
- Diagnosed and resolved technical issues, documenting solutions and providing basic user training to empower users in utilising technology effectively.
- Installed and supported data capture applications including the School Census Data Capture System, Computerized Form One Selection Process, and Employee Training Analysis reports.
Education
Bachelor’s Degree, Second Class Honors – Upper Division - Bachelor Of Commerce
University of Nairobi
Lower Kabete2006-12
KCSE -
Kabarnet High School
Kabarnet2000-11
Certificate in Data Processing -
University of Eastern Africa – Baraton
2001-09
Skills
- Route-to-Market & Distribution Strategy
- Commercial & Sales Strategy
- Channel Strategy & Execution
- Trade Marketing & Category Management
- Market & Customer Analysis
- Business Strategy & Strategic Planning
- Business Analysis & Structured Problem Solving
- Data Analysis & Excel
- KPI & Performance Management
- Project & Stakeholder Management
- Cross-Functional Collaboration
- Sales Force Development & Coaching
- Process Improvement
- Joint Business Planning
- Executive Reporting & PowerPoint Presentations
- Management Consulting & Advisory
Languages
English
Kiswahili
Custom
- Sports
- Travel
- Community service volunteering
Timeline
Distribution Partner Manager
Red Bull Kenya / Hasbah Kenya Limited
2020.03 - Current
Regional Field Sales Manager
Suntory Beverage & Food Kenya – Lucozade & Ribena
2016.10 - 2020.02
Capability Development Manager
Almasi Beverages Limited – Coca-Cola
2016.04 - 2016.09
Area Retail Manager
Almasi Beverages Limited (RVBL) – Coca-Cola
2014.06 - 2016.03
Area Sales Manager
Rift Valley Bottlers Limited – Coca-Cola
2010.04 - 2014.05
Sales Coordinator
Rift Valley Bottlers Limited – Coca-Cola
2009.08 - 2010.04
Account Developer
Rift Valley Bottlers Limited – Coca-Cola
2007.05 - 2009.08
ICT Intern / Technical Support Staff
Ministry of Education, Science & Technology
2005.08 - 2006.08
Bachelor’s Degree, Second Class Honors – Upper Division - Bachelor Of Commerce
University of Nairobi
KCSE -
Kabarnet High School
Certificate in Data Processing -
University of Eastern Africa – Baraton