SUSAN AMENYA

Conducted comprehensive market research and competitive analysis to uncover trends, identify opportunities, and mitigate potential threats.
Delivered actionable insights to inform and guide strategic decision-making processes.

Offered expert consultation on strategic planning, market positioning, and the development and execution of effective communication strategies.

Directed the creation and implementation of corporate and brand strategies that aligned with clients' objectives and maximized market opportunities.

Defined and monitored key performance indicators (KPIs) to evaluate the effectiveness of strategies and initiatives.

Championed innovation by identifying new business opportunities, exploring market niches, and leveraging emerging trends to enhance clients' competitive advantage.

Coached and mentored a high-performing team of data analysts and strategists, fostering a culture centered on collaboration, excellence, and continuous development.

Assessed client needs and established clear, measurable goals for each consulting engagement to ensure successful outcomes.

Cultivated strong client relationships through regular check-ins, transparent communication, and consistent progress updates.

Collaborated with customers, management, and the sales team to gain deep insights into customer needs, delivering tailored and impactful solutions.

• • Spearheaded the establishment of the insights function, ensuring alignment with organizational objectives and delivering critical business value.
  • Designed and implemented the first Business Intelligence dashboard for East Africa, integrating data reporting and enabling informed decision-making.
  • Directed a cross-regional Competitive Intelligence (CI) project team of 10 professionals across East Africa, championing the adoption and optimization of advanced competitor tracking tools to enhance strategic decision-making.
  • Developed accurate sales forecasts and co-created Strategic Business Plans to support business growth and operational excellence.
  • Leveraged agile forecasting techniques and collaborative leadership to achieve exceptional outcomes:
  o Recognized with EMEA honors for delivering CHF 0.5 million in productivity savings in 2021 and significantly reducing drug destruction costs.
  o Delivered the highest forecast accuracy in Sub-Saharan Africa (67% vs. 60% target) during the COVID-19 pandemic (2020/2021).
  o Awarded the Gold Performance Award for seamless demand planning during the transition from a marketing services company to an affiliate structure.
  • Led transformative changes in the regional supply function, enhancing forecasting capabilities and implementing new system-wide processes.
  • Pioneered innovation by identifying market opportunities and driving initiatives that strengthened competitive positioning

• Spearheaded Business Unit research initiatives to generate actionable insights that directly informed and enhanced marketing strategies.
  
  Designed and launched Coca-Cola's first interactive marketing scorecard, tracking performance against monthly targets across 30 diverse markets.
  
  Achieved productivity savings of USD 1.7 million by prioritizing high-impact, cost-efficient research projects.
  
  Developed advanced predictive data models to support strategic business planning, focusing on future revenue growth, consumption trends, and evolving consumer demand.
  
  Led product innovation and communication research efforts, driving the optimization of media spending and enhancing campaign effectiveness.
  
  Managed a network of external business partners and research vendors, ensuring the delivery of high-quality, impactful research outcomes.
  
  Recognized for exceptional performance and mentoring abilities, earning an appointment to the Women's Business Leadership Team to inspire and support emerging talent.

• Led the development and execution of consumer research initiatives to generate actionable insights, driving corporate and brand marketing strategies.
  
  Established and maintained a comprehensive insights knowledge base, enabling continuous Market Intelligence to support consumer and business strategies.
  
  Leveraged insights to guide marketing teams in optimizing media spending, achieving positive Return on Investment (RoI).
  
  Identified and capitalized on strategic consumer opportunities, driving volume and profit growth across new categories.
  
  Ensured 100% compliance with Global research guidelines while effectively managing research agencies, guaranteeing the accuracy of syndicated and customized research outputs.
  
  Managed an annual research budget of USD 500,000, prioritizing investments in critical research projects to maximize impact.
  
  Empowered internal business partners by coaching them to interpret market research results, analyze data trends, and translate insights into actionable business plans.
  
  Fostered strong relationships with category insights managers, influencing the adoption of data insights to enhance store and trade channel executions.

• Led impactful research initiatives across Africa, including consumer and shopper immersions, product, shopper, and customer segmentation, communication testing, and data analysis to drive informed marketing decisions.
  
  Received global recognition for developing the first Segmentation and Communication Strategy for Baby Care in Africa, a milestone achievement in the region.
  
  Awarded the EEMEA Regional Consumer Champion Award for delivering unique insights that shaped the first Middle East and Africa communication and go-to-market strategy for Premium consumers.
  
  Utilized marketing-mix modeling tools to guide marketing and commercial teams in achieving optimal Return on Investment (RoI).
  
  Co-created Strategic Business Plans by translating consumer insights into actionable brand strategies and effective communication plans.
  
  Coached and mentored junior insights managers, fostering the development of their analytical skills and professional competencies.
  
  Managed and motivated employees to maintain productivity and engagement, ensuring alignment with organizational objectives.
  
  Successfully accomplished multiple tasks within established deadlines, demonstrating strong organizational and time management skills.
  
  Monitored daily team performance, provided mentorship, and implemented strategies to maximize productivity.
  
  Enhanced customer satisfaction through prompt resolution of disputes, maintaining open communication channels, and ensuring consistent delivery of high-quality services.

• Achieved global recognition for pioneering the first cross-category Consumer/Shopper Segmentation project in South & East Africa, which was successfully scaled across the African region.
  • Developed and applied revenue forecasting models to identify growth opportunities in whitespace markets, driving strategic decision-making.
  • Delivered unbiased and actionable business recommendations by synthesizing consumer insights with a deep understanding of business objectives to shape impactful marketing strategies.
  • Leveraged profound consumer understanding to influence the development of new product innovations and design effective communication plans.
  • Directed qualitative and quantitative research projects in collaboration with research agency partners, ensuring strict adherence to procurement and research guidelines.
  • Provided insights-driven solutions to address complex business challenges, enabling data-informed strategies.
  • Conducted regular training sessions for multi-functional teams to enhance understanding of barriers and drivers of brand trial, fostering alignment and improved outcomes.

• Led comprehensive analysis of market intelligence data to identify critical barriers and drivers of business growth, enabling data-informed strategic decisions.
  
  Demonstrated innovative thinking and collaborative leadership, achieving the following notable results:
  
  Selected to participate in a two-week work-study program in Brazil as a top performer in August 2009.
  
  Appointed to the team of experts responsible for developing the first Customer Service Charter for commuter services.
  
  Contributed to the Evaluation Committee overseeing the rebranding of corporate identity.
  
  Played a key role in the Strategy Implementation Team, formulating and developing change management strategies as part of Business Process Re-engineering initiatives.
  
  Prepared detailed monthly performance reports for presentation to the Board of Directors, ensuring transparent communication of progress and outcomes.
  
  Oversaw annual business projections for freight and passenger operations, ensuring alignment with organizational objectives.
  
  Updated internal costing data, compiled tariffs, applied mark-ups, and developed adaptive pricing strategies to enhance profitability.
  
  Fostered operational efficiency by driving insights-based solutions tailored to business challenges.