Summary
Work History
Education
Skills
Websites
Professional Courses
Expertise And In Service Training
Career Profile Summary
Timeline
Generic

Winifred Aringo

Nairobi, Nairobi Province,30

Summary

Implements strategic and tactical marketing campaigns to drive engagement and sales. Bringing solid history of success in boosting program operations efficiency, conversion rates and performance. Well-versed in both online and traditional marketing approaches.

Work History

Sales & Marketing Expert

Challenge Fund for Youth Employment(CFYE) Kenya
10.2023
  • Developing and implementing Go-To-Market (GTM) strategies for the Implementing Partners (IP)
  • Designing and delivering targeted training programs to enhance the skills and knowledge of the sales team, enabling them to achieve their sales objectives effectively
  • Successfully designed an Integrated Marketing Communication Plan for MycoTile Ltd, a startup in the Green Sector in Kenya
  • Collaborated closely with the management team to formulate a go-to-market strategy aimed at accelerating the company to their next phase of growth.

Country Lubricants Marketing Manager

Vivo Energy Kenya Ltd
03.2019 - 04.2022
  • Led and managed the marketing team in developing and implementing impactful brand strategies, campaigns, and promotions
  • Strategically supported the profitable growth of Shell Lubricants (Shell Helix, Shell Rimula, Shell Advance, etc.) in Kenya through the execution of marketing initiatives aligned with brand and business strategies
  • Provided leadership to the digital agency and digital manager to optimize consumer engagement and drive sales through various social media platforms
  • Achieved a significant increase in market share, surpassing the main competitor Total Energies Kenya, by elevating market share from 35% in 2019 to 37% in 2021
  • Pioneered the listing of Shell Lubricants (Shell Helix, Shell Rimula, Shell Advance, Shell Coolant) on the Jumia online platform, establishing Shell as the first oil-marketing company in Kenya to do so
  • Developed and launched a highly successful digital Loyalty Program, 'Shell Mabingwa,' attracting over 11,000 Spare Parts Shops to participate from August 2020 to November 2021
  • Coordinated the Business Recovery Team, a cross-functional team that was challenged to ensure that Vivo Energy Kenya met its business targets in 2020 despite the COVID-19 pandemic
  • Delivered targets and received recognition for the Best bounce-back strategy in Africa.

Country Trade Marketing Manager

MultiChoice Kenya Ltd
05.2016 - 02.2019
  • Designing and maintaining an efficient channel partner marketing framework that ensure the end-to-end customer experience in all the retail outlets conforms to the brand standards and guidelines
  • Set up the Trade Marketing function and executed regional initiatives and activities
  • Rolled out enhanced branding in 98 electronic shops nationwide, known as Electronic Store Partner (ESP), resulting in a significant contribution of 30% to total new sales
  • Developed and orchestrated the successful win-back of 200 pubs and clubs throughout Kenya with the 'Pubs and Clubs' package
  • Championed the roll-out of the Direct Sales Force (DSF) channel; door-to-door foot soldiers and ensured the team is appropriately branded and equipped with the necessary collateral
  • Played a pivotal role in driving sales, with the DSF channel accounting for 32% of sales for DStv and 27% for GOtv.

National Trade Marketing Manager

Airtel Networks Kenya Ltd
11.2011 - 03.2016
  • Collaborated with regional sales managers to streamline branding efforts and establish a cohesive feedback link between marketing, sales, and other stakeholders, including Regulatory bodies
  • Oversaw and managed an annual trade marketing budget exceeding USD 1.2 million
  • Successfully introduced branding initiatives in retail outlets, resulting in a notable increase in national retail visibility score to 37% (based on Nielsen Total Noticeability Index Research)
  • Orchestrated the Nakumatt/Airtel Smart card promotion rollout in 33 Nakumatt outlets nationwide
  • Facilitated the seamless merger of over 10,000 customers' Nakumatt Smartcards with their Airtel SIM cards, allowing them to redeem points for airtime and mobile devices
  • Led the on-ground implementation of the Klub 254 Tariff, a targeted offering for the 18-24-year-old demographic
  • Resulted in the activation of over 20,000 SIM cards for the intended audience.

Channel Development Manager for Modern Trade

Coca-Cola Beverages Limited ( Nairobi Bottlers)
07.2010 - 10.2011
  • Worked closely with key accounts and internal teams to develop market penetration plans and innovative solutions to generate sales
  • Deployed Joint Business Plans (JBPs) with customers by working with the Account Managers to ensure excellent in-store activations and follow-through of agreed plans
  • Trained and supported the Sales team on product knowledge, promotions, and occasion-based marketing and execution
  • Rolled out Beverages Category Management for Hypers and Supermarkets by developing a Planogram (Picture of Success) and supervising the roll-out to the outlets
  • This improved shelf visibility and sales
  • Designed a promotional plan for the launch of the 1 litre PET soda for selected supermarkets (Nakumatt, Tuskys, and Uchumi) and this resulted in sales of 5,000 cases in the said outlets in 1 month in line with the agreed volume targets
  • Designed a 'Ramadhan' plan for 6 selected mosques to provide a value-adding offer to the Muslim brethren during this key season
  • Worked with the mosque vendors and deployed appropriate Point-of-Sale material for activation; sold out 296 cases, which was more than the anticipated sales
  • Developed the Profit-story booklet for occasion-based marketing: 'Meal-combos selling story'
  • This guided the Sales team on how to promote Coke with meals in eateries/restaurants and improved the Eateries' Activation score from 64% to 72%.

Customer Marketing Officer-Modern Trade

Unilever Kenya Ltd
03.2006 - 06.2010
  • Developed and executed marketing plans for supermarkets, leveraging market data, shopper segments, and channel insights
  • This resulted in sales growth in Nakumatt, Uchumi, Tuskys, Chandarana, and Ukwala supermarkets
  • Rolled out Savoury Category Management and branding in 15 Uchumi supermarket outlets
  • This opened an avenue for a joint promotion (Royco Fichua Githeri Shinda nyumba) which led to the growth of Royco by 30% in Uchumi supermarkets
  • Enhanced branding in supermarkets, improving national Retail Visibility Score
  • Coordinated in-store activations for promotional campaigns, resulting in increased sales
  • Used qualitative and quantitative research to understand the shoppers' knowledge, attitude, and practices (KAP) and this also helped in measuring campaign effectiveness.

Customer Marketing Officer-Personal Care

Unilever Kenya Ltd
03.2006 - 06.2010
  • Developed and translated best practices and consumer and shopper insights into business-building opportunities for the Personal Care Category for the different trade channels
  • Was part of the cross-functional Personal Care Category team which deliberated on issues touching on the personal care/wash brands i.e
  • Business performance, forecasting, pricing strategies, profitability, promotions, process management, and supply planning
  • Championed the retail launch of Vaseline Cocoa Butter lotion and increased visibility at Point-of-purchase in supermarkets
  • Rolled out the first-of-its-kind coupon promotion which drove the sales contribution of the Vaseline lotions range from 19% to 40%
  • Championed the biggest launch in the history of Unilever ESA: Delta Strike; the relaunch of Lifebuoy soap
  • Successfully organized the biggest Blitzkrieg with 150 Unilever employees visiting 400 supermarkets countrywide in one day to retrieve and replace the old product with the new one.

Key Accounts Officer - Modern Trade

Unilever Kenya Ltd
03.2006 - 06.2010
  • Managed these supermarket chains concerning sales targets, distribution, merchandising, customer credit, and payments in line with the agreed Trading Terms
  • Implemented Business plans and promotions (in collaboration with the respective Customer Marketing Officer) to attain growth in line with the brand strategy
  • Presented business cases, negotiated and closed deals at multiple levels (vertical/ horizontal) of customers' organizations through strategic influence.

Territory Sales Manager - Traditional Trade

Unilever Kenya Ltd
03.2006 - 06.2010
  • Managed the Unilever Key Distributors (KDs) in these areas concerning sales performance metrics, profitability, overall operations, infrastructure, processes, compliance, and people capability
  • Grew territory sales by focusing on selling Low-unit –packs (LUPs)
  • Implemented a Wholesale Loyalty Programme which led to the active participation of 70% of the Wholesalers in the territories thereby accelerating growth.

Pharmaceutical Sales & Marketing Executive

3M Kenya Ltd
08.2004 - 02.2006
  • Was involved in selling and marketing 3M's pharmaceutical products (Andolex C, Aldara, Norflex)
  • Grew the listing and distribution of the products by calling on doctors and pharmacists in different health facilities in the country and sensitizing them to product availability
  • Organized Continuous Medical Education (CME) sessions to sensitize the medical practitioners on the new products and did the product presentations during major forums.

Education

Bachelor of Science in Biological Sciences -

Jomo Kenyatta University of Agriculture & Technology

Skills

Marketing Design and Planningundefined

Professional Courses

  • Professional Certificate in Marketing: Chartered Institute of Marketing (CIM)
  • Pitman’s Qualification in Windows, MS Word, MS-Excel, Lotus, BASIC Programming

Expertise And In Service Training

Associate Member, Chartered Institute of Marketing (CIM)

Career Profile Summary

A seasoned and agile professional with over 15 years of diverse background in sales and marketing. Proficient in designing and executing marketing plans and activities to improve customer engagement and drive revenue. Seeking an opportunity to leverage commercial acumen in driving sales and marketing expansion, while making significant contributions to the organization's sustainable growth.

Timeline

Sales & Marketing Expert

Challenge Fund for Youth Employment(CFYE) Kenya
10.2023

Country Lubricants Marketing Manager

Vivo Energy Kenya Ltd
03.2019 - 04.2022

Country Trade Marketing Manager

MultiChoice Kenya Ltd
05.2016 - 02.2019

National Trade Marketing Manager

Airtel Networks Kenya Ltd
11.2011 - 03.2016

Channel Development Manager for Modern Trade

Coca-Cola Beverages Limited ( Nairobi Bottlers)
07.2010 - 10.2011

Customer Marketing Officer-Modern Trade

Unilever Kenya Ltd
03.2006 - 06.2010

Customer Marketing Officer-Personal Care

Unilever Kenya Ltd
03.2006 - 06.2010

Key Accounts Officer - Modern Trade

Unilever Kenya Ltd
03.2006 - 06.2010

Territory Sales Manager - Traditional Trade

Unilever Kenya Ltd
03.2006 - 06.2010

Pharmaceutical Sales & Marketing Executive

3M Kenya Ltd
08.2004 - 02.2006

Bachelor of Science in Biological Sciences -

Jomo Kenyatta University of Agriculture & Technology

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Winifred Aringo