Discussing the Bible
Samuel Baraza
Sales And Marketing
Nairobi
Summary
Currently, I am the Trade Marketing Manager at Capwell Industries. I have over 12 years of experience in the FMCG sector, having held several roles in sales and marketing. The roles include and are not limited to; Assistant Sales Manager - Red bull, Key Account Manager, Sales Supervisor -Duracell, Merchandising team leader and currently as aforementioned. I'm interested in moving to a larger company and taking up more responsibilities where I can apply the knowledge I have acquired during these past years and continue developing my skill set.
Overview
11
11
years of professional experience
8
8
years of post-secondary education
2
2
Certifications
2
2
Languages
Work History
Trade Marketing Manager
Capwell Industries Limited
09.2023 - Current
- I'm the Pioneer of the Trade marketing department at Capwell Industries
- I oversee the promotional budget ensuring that the promotions that we sanction have positive ROI
- I have also introduced a meticulous promo calendar that is helping the company in planning, especially the procurement and the production team
- This has led to minimal out of stock due to improved forecasting
- Visibility is also key to this role
- I have introduced more customers to contracts in the form of Joint business plans (JBPs) emphasizing on visibility of our brands as the main KPI
- It has improved our share and usage of our POSM
- Other duties include
- Leading the Trade development Agenda to maximize visibility throughout in both weighted and selected numeric stores across trade channels
- Preparing annual Budgets and Plans to be executed in trade
- Maintaining the overall growth objective within the Cost of Promotion guidelines
- Driving Category Management initiatives for Key categories especially Flours and Rice in the selected KA chains
- Preparing and auditing of trade planograms
- Drive the trade incentive agenda for Distributors, Key Accounts, Wholesalers and Weighted Outlets
- Actively participating in annual budget planning and forecasting process with other directors and control of admin costs
- Leading, developing and implementation of the company's GTM strategy as a key enabler of the company's strategic plan
- Promoting a data driven culture that has led to easy and informed decisions by stakeholders
- Overseeing the collection of Sales and distribution data for record keeping and cost tracking
- Gathering Market intelligence from time to time and using the information to counter competition
- I also manage and train the merchandising teams ensuring adherence to company merchandising guidelines
Assistant Sales Manager-Red Bull
Hasbah Kenya Limited
01.2023 - 08.2023
- I came up with a Promotional calendar that is still in use up to date
- With the help of the team and My supervisor, we managed to make Red Bull a market leader in modern trade channel through rigorous visibility drive that put Kenyan modern trade channel among the top in Africa
- In the absentia of the Sales Manager, I coordinated the sales team to ensure that the targets are well tracked
- Resources are well allocated to the team for maximum ROI
- Prepare a marketing calendar and coordinate all marketing activities for them for the period thereof
- Ensuring that a good relationship between customers and the company is maintained by having the team maintain a positive reputation with our customers
- Ensuring that the company assets assigned to the team are well maintained and well looked after
- Share reports and feedback from the market to the principal, including in-depth competition analysis, impact of the marketing activities among others
- Aligning marketing initiatives per Chain/Channel as per the principal's approval and communicating with the team
- Monitoring the teams' route coverage and ensuring adherence
- Driving volume
- Ensuring Route to Market Strategies is followed promptly by the team
- Organizing team training
Key Accounts Manager
Hasbah Kenya Limited
10.2017 - 12.2021
- I was recognized as the best Key Accounts Manager for two years in a row
- This is what Prompted a promotion to an Assistant Sales manager position
- My biggest wins were when My Accounts, Quick Mart Limited, and Chandarana Supermarkets were recognized as the Best managed Accounts for Red Bull in modern trade Channels with the highest market shares for 2021/22
- The duties that I performed to get these recognitions include:
- Ensuring the 5 Sales fundamentals i.e., Distribution, Pricing, Shelving, Merchandising, and Volume are realized
- Product listings
- Driving volume
- Ensuring 100% distribution of products in 100% stores
- Negotiating for Primary and extra displays
- Communicating offers and promotions to the customers
- Taking orders and collecting payments
- Ensuring that the company relations and reputation were always maintained at the highest level
Sales Manager- Duracell
Hasbah Kenya Limited
05.2017 - 09.2017
- I oversaw a small sales team that led to the growth of Duracell from a monthly sale of Ksh.6million to Ksh.11 million monthly revenue
- The Duties included:
- Leading a team of 16 salespersons to ensure:
- Duracell sales and volumes are realized
- Sharing analyzed data, sales reviews and other reports to Principals via Hasbah Management
- Correct merchandising is realized
- Market intelligence on competition is well gathered and acted on
- Assigning accounts to various salespeople
- Heading negotiations with customers concerning signing of JB
- Making General reports to the principals on the progress and challenges
Merchandiser Team leader
Hasbah Kenya Limited
09.2014 - 04.2017
- I was voted the best Team leader producing Top Merchandisers in the organization
- My region was the best executed region in the country
- I oversaw a team of merchandisers in Nairobi CBD and later in Nairobi's Eastland's/Mombasa Rd regions
- Among the duties that I performed included:
- Compiling daily reports from merchandisers on market intelligence, achievements, customer feedback and out of stocks for timely interventions
- Making a follow up for every order made in outlets within my region for timely supply
- Assisting merchandisers in finding solutions to challenges in their stores by engaging store managers on the same
- Spearheading SOS implementation of all our products in my region
- Organizing and heading the training of merchandisers during their weekly meetings
- Negotiating for share of shelf for the new listing supplied in the stores in the region in charge
- Ensuring that planograms are strictly followed in line with the company`s shopper-based design standards (SBDS)
Education
Postgraduate Diploma - Professional Marketing
Chartered Institute of Marketing
09.2021 - 08.2022
Bachelor of Commerce - undefined
Kenyatta University
09.2015 - 12.2022
Skills
Merchandising strategies
Pricing strategy
Marketing analytics
Data-driven decision making
Promotional planning
Competitive analysis
Category management
Shopper marketing
Consumer insights
Teamwork
Microsoft office
Problem-solving
Team leadership
Certification
Marketing, Certificate offers an overview on marketing research and planning, strategic marketing, digital marketing, digital analytics and social media marketing., 12/01/22
Affiliations
Chartered Institute of Marketing, Member
Personal Information
Date of Birth: 08/15/88
Introduction
Currently, I am the Trade Marketing Manager at Capwell Industries. I have over 12 years of experience in the FMCG sector, having held several roles in sales and marketing. The roles include and are not limited to; Assistant Sales Manager - Red bull, Key Account Manager, Sales Supervisor -Duracell, Merchandising team leader and currently as aforementioned. I'm interested in moving to a larger company and taking up more responsibilities where I can apply the knowledge I have acquired during these past years and continue developing my skill set.
Accomplishments
- Achieved below 5% stock out through effectively helping with a 90% accuracy in forecasting.
- Increased revenue by 20% through effective activation.
- I managed a team of 25 members with 7 direct repartees.
- Collaborated with team of 4 in the development of a post promotion analysis template that is currently being used in Capwell Industries to check the effectiveness of each promotion.
- I was selected the best Key accounts manager at Hasbah Kenya limited for 2 yrs in a row.
- I achieved the best visibility drive while serving as both Assistant sales manager and key accounts Manager for Red bull in at Hasbah kenya LTD.
Interests
Building Teams
Reading
Nature Walks
Languages
English
Bilingual or Proficient (C2)
Swahili
Advanced (C1)
Timeline
Trade Marketing Manager
Capwell Industries Limited
09.2023 - Current
Assistant Sales Manager-Red Bull
Hasbah Kenya Limited
01.2023 - 08.2023
Postgraduate Diploma - Professional Marketing
Chartered Institute of Marketing
09.2021 - 08.2022
Key Accounts Manager
Hasbah Kenya Limited
10.2017 - 12.2021
Sales Manager- Duracell
Hasbah Kenya Limited
05.2017 - 09.2017
Bachelor of Commerce - undefined
Kenyatta University
09.2015 - 12.2022
Merchandiser Team leader
Hasbah Kenya Limited
09.2014 - 04.2017