Abimbola Adediran
Lagos
Summary
I am experienced in total business management. I am a good team player and a well-trained sales coach. In the course of my career, I have developed strategies and executed those strategies to support the business objective. I am highly analytical, a problem solver, and have the ability to easily comprehend and break down business objectives in a way that each rep will know what is expected of them in clear terms. I grew the sales by 45% and expanded coverage from (60-156 with) a 160% increase.
Overview
7
7
years of professional experience
4
4
years of post-secondary education
Work History
Business Development Manager
Guinness Nigeria
Ibadan, Nigeria, OY
12.2023 - Current
- Achieve profitable volume/market share target for the Zone by driving sell-out of distributors
- Building profitable relationships with assigned distributors and ensuring a sustainable profitable sell out to facilitate sell-in.
- Manages Recommended Price Compliance at Distributors' outlets
- Drive operational activities that enable distributors to sell out more and spend less such as monthly P&L (profit and loss) tracking, Health check analysis, cash flow analysis, credit management, and reconciliations (zero variance target)
- Build capacity of distributor organization to deliver sustainable business growth
- Ensures RRS scheme is deployed to gain full return on investment by working with Trade Activation Managers/Distributors to ensure early truck out, good records keeping, business reviews
- Works with Relationship managers to ensure DFS (Distributor Finance Scheme) is well run with no returned cheques
- Ensures regular monthly full business reviews with Distributors
- Drive quality of data input at assigned key distributor warehouses through physical stock verification approach and data validation / weekly audit of distributor management system for informed decision-making
- Works with Area Manager to develop capability of distributor organization to upskill capability of distributor staff.
WHOLESALE SALES MANAGER
GUINNESS NIGERIA PLC
07.2020 - 01.2024
- Achieve profitable GSV (Gross Sales Value) depletion targets for wholesalers in line with the agenda of margin growth
- Drive a robust TBA distribution across all categories including innovation
- Ensures regular monthly full business reviews with all assigned wholesalers
- Deliver consistently weekly business Reports (WBR) to Area Sales Manager on Wholesaler activities sales analysis, SIT and competitor intelligence
- Drive Spirit /Beer KPIs in the on trade market
- Wholesale Mgr to periodical (Quarterly) review outlet universe to ensure; optimum base number of viable and non-viable customers, call frequency per category, outlet sales performance and OAS review
- Implement promotions, develop and execute merchandising programmes at POS with optimum use of resources and materials in order to achieve the highest in-store visibility and sales performance for the strategic brands
- Upgrade all qualified Wholesalers to the loyalty scheme and embed the scheme on current participants
- Do a weekly performance report which include sales analysis, SIT (Stock in Trade) and competition intelligence.
Territory Sales Manager
Diageo
01.2017 - 07.2020
- Ensuring the availability of all Guinness brands in all channels(Retail, Wholesales, Modern Trade) across my territory.
- • Managing distributor and team members in order to drive sales (People management).
- • Generating orders using the pre-sell model and active selling in order to fill gaps.
- • Timely delivery of Diageo brands in retail outlets.
- • Stimulating demands through campaigns and activations in order to boost sales.
- • Building and developing a business line at retail,
- • Merchandizing and leading promotions and activations inorder to create brand awareness.
- • Deployment of visiblility materials in retail outlets
- • Drive, agree, and execute customer Joint Business Plans that deliver “win-win” value to Diageo and customers.
- Communicating DB targets to them and having a quarterly review of there MTD & YTD performance as well as conducting DB health check.
- • Connecting with customer marketing to ensure brilliant execution of promotional activities by ensuring the right outlets are selected, agencies are adhered to our activation standards thereby driving a flawless and brilliant execution.
Education
MBA - Marketing
UNIVERSITY OF PORTHARCOURT
RIVERS, NIGERIA 02.2020 - 02.2024
Skills
Ability to lead a team successfullyAbility to ideate in turbulent times and turn the tides especially in unfavorable times when demand is lowAbility to execute trade activations flawlessly in line with the business ObjectivesAm highly innovative and resourcefulAm highly analytical and can bring out meaningful information from data
Accomplishments
- Grew distributor sales by 30% through execution of wholesale/territory coverage plans
- Reduced the attrition rate of 3rd Party worker rates to zero through engaging of KD on better welfare package in line with Guinness Nigeria Standard.
- Increased the distribution and penetration of GN Mainstream Spirits...Smirnoff Vodka, Herbal Gin, Gordons Moringa into wholesale coverage by increasing distribution within neighboring retail outlets via activations.
- Worked closely with the market team in designing a pathway for the introduction and launch of Guinness Smooth in Owerri, Imo State.
- Also grew the sales of Guinness smooth by 30% through wholesale penetration and helping them sell out.
- Successful running of tactical activations that help grow my innovation numbers.
- Champion wholesale coverage expansion plan in Abeokuta Area by designing coverage strategy for the reps to lead the penetration of Beer & Spirits brand. Also i sold the project to the KDs to ensure they invest in it in terms of van acquisition and other supports.
Timeline
Business Development Manager
Guinness Nigeria
12.2023 - Current
WHOLESALE SALES MANAGER
GUINNESS NIGERIA PLC
07.2020 - 01.2024
MBA - Marketing
UNIVERSITY OF PORTHARCOURT
02.2020 - 02.2024
Territory Sales Manager
Diageo
01.2017 - 07.2020