Abiodun Awoyale

• Consumer Insights
• Pipeline building and management
• Brand Commercialization Process & Manage Rollout
• Opportunity Assessment and Project Scoping
• Product Development/NPD
• Coordinate Creative Platform Development

Achievements

• Joined up projects to officially launch two brands - John Bannerman's Scotch Whisky and Les Damier Wines into trade.
• Championing launch of bespoke E-Commerce website for the brands.
• Drive Product Review Conversations on a monthly bases, bringing to light trends and nuances within the industry, competitive analysis, and key consumer issues.
• Manage senior stakeholders, through clear and compelling recommendations for all projects based on pragmatic assessment.
• Collaborate with agile network of internal and external experts to shape and leverage innovation strategies that create real value for all.

• Designing, implementing, and facilitating annual marketing strategies for the organization.

• Marketing and Marketing Communications - Formulate, direct and coordinate marketing activities and policies to promote products and services, working with media, advertising and promotion managers.

• Corporate Client Relationship Management. Respond to customer’s special dates and handle customer complaints & feedback

• Supporting and facilitating development and execution of marketing plans and projects for new and existing products. Manage the productivity as well.

• Responsible for brand management, building and profitability. Monitor and evaluate compliance with brand management policies

• Work with the legal department to manage and protect the company’s trademarks

• Determine, manage the marketing budget and deliver marketing activity within agreed budget

• Negotiate contracts with vendors and distributors to manage product distribution, establishing distribution networks and developing distribution strategies.

• Create seasonal marketing campaigns as required to maximize sales

• Developing promotional materials, which include marketing print and collateral copies.

• Developing and administering marketing database that includes prospect and client information, access to financial documents and reports, applications of mailing list, etc.

• Analysis of customer research, current market conditions and competitor information aimed at identifying market, product and service opportunities for value creation and enhancement

• Monitor, review and report on all marketing activity and results

• Explore all e-marketing opportunities aimed at driving revenues for the company

• Develop pricing strategy, balancing the company’s objectives with customer expectations

Achievements

• Created, developed, and managed executions of seasonal promotions for brands across all stores

• Managed new store launches and opening events, averaging 10 stores per year.

• Developed and shot a total of 4 distinct TV commercials for the lead brand - Kilimanjaro. Aired consecutively over a period of two years on satellite TV - DSTV platforms and Digital media.

• Co-created localized Radio materials local executions

• Managed marketing functions in the sister company, Sundry Markets Ltd - Market Square.

• Activated 3rd party partnered promotion between Sundry Market's Market Square and Multichoice and also Sundry Food's Kilimanjaro and Multichoice and ran for over a year. Same with Democracy Day's Kilimanjaro and Bolt activation that was very successful.

• Revamp of digital and social media platforms, Complete overhaul of delivery system with integration of both self run and third party delivery systems across several locations

• Oversaw and managed the integration of new CI for KiliMeals (Kilimanjaro mobile app,website,phone integrated meal ordering website platform) and Pizza Jungle mobile app

• Monthly newsletters for both SFL and SML in-house employees.

• Handled customer and community complaints and crisis mitigation successfully across various locations • Handled the visual enhancement, look and feel of stores, uniforms and general outlook.

• Sales & Marketing Management

• Supervising Sales & Marketing functions effectively

• Coaching, Training and Mentoring

• Competitive Intelligence and Strategy

Achievements

• Aggressive debt collection record. NGN174m recovered within 5 months, especially in South West region.

• Redefined region segmentation successfully, created new Areas out of the existing structure.

• Regular reassessment of sales capabilities of direct reports, recruitment and training of Trade Partners Salesmen.

• Competitive Intelligence Information gathering and usage to better operations

• Business Intelligence

• Building Adding Value Partnerships with key stakeholders

• Category Expertise & Category Management

• Creativity Leadership Value Research

• Market Assessment

• Customer Insight & Growth Opportunities

• Operational Marketing

• Product Life Cycle Management

• Product Portfolio Management Research & Analysis

• Value Chain Expertise

• Priority Setting

Achievements

• Carried out Project Study on possibility of using Tetra Pak packaging for spirit based alcoholic beverages.
• Business Development-based opportunity assessment trips to West African countries, visits to companies and exploring business opportunities.
• Facilitated and conducted customer and consumer researches in differing categories that we play in.
• Co-partner with Customer partners on marketing strategies and support.
• Conduct surveys in new prospective markets in interested industries, especially Dairy, and Flavoured Fruit Drinks in Cote d 'Ivoire, Senegal, Gambia and Ghana.

Reporting to the Vice-President Marketing & Development, Emerging Markets (Africa & Asia) with 5 direct reports comprising of 3 Assistant Trade Marketing Managers (Nigeria, Ghana & Liberia, Cote D’Ivoire), 1 Brand Manager and 1 Marketing & Research Executive.

Worked with Partner Companies involved in the actual Sales of USL brands. The companies were Blue Arrow TSW Limited (Bagpiper & Royal Challenge Whiskies, Honeybee Brandy& Old Cask Rum), Ekulo Nigeria Limited (John Barr Whisky & Whyte & Mackay) & Bintrop Nigeria Limited (McDowell’s Reserve Whisky, McDowell’s VSOP Brandy & McDowell’s Celebration Rum).

Key deliverables in this role included delivering Sustainable Volume & Profit growth through World Class Market Place Execution, driving the sustainable commercial viability of USL products within the Emerging markets. Also helping in driving the forecasting of future sales volumes to assist with the commercial strategic plan and achieving the agreed profitable sales volume, distribution, and value targets.

Route-to-Market Optimization

Account Management & Collaboration

Systems and process Alignment (Sales & Distribution, Sales operations, Finance, Logistics, Marketing, Trade Marketing & Human resources)

People Development

Marketing & Trade Marketing P&L management for viable markets (Nigeria, Ghana, Benin Republic).

Developed and executed strategic brand marketing plans driving sustainable growth in one of Diageo's largest contributors in Africa.

Developed appropriate goals, metrics, & management routines to support delivery of Business Plans Lead and manage Marketing and trade marketing teams

Was responsible for growing total Whiskey unit case volume whilst growing the rum and innovation categories. Was responsible for increasing market share (Volume & Value) in all existing categories

Executed successful launches of new products and brands (including deploying new RTM models where appropriate) Responsible for building collaborative work relationships with key customers, industry associations, & stakeholders in the markets

Responsible to improve the organizational capability and human capital, delivering a robust talent pipeline of succession

Key member of the Emerging Market division of USL to set strategy, vision & culture for my Markets Responsible for managing creative and experiential agencies in the markets.

Achievements

After two year of operations on the role, I had achieved the following:

▪ Instrumental to the change of the Nigerian Spirits landscape with the successful positioning of McDowell’s whiskey brand in the market.

▪ Have grown, through effective RTM and brand positioning, McDowell’s Whiskey to be the Number 1 selling whiskey in Nigeria (Volume and Value).

▪ All elements of brand equity measurement (Brand awareness, brand usage, market share, imageries dimension, suitability of pricing, suitability of brand for gifting, core consumer expectations of brand etc) for McDowell’s have all continued to rise and soar above competitive brands in its category.

▪ Successfully developed and executed ground-breaking brand activation activities in Nigeria & Ghana. These includes but not limited to McDowell’s Reserve Whisky, Bagpiper Whisky, Whyte & Mackay Scotch Whisky.

▪ Have successfully launched 5 brands in Nigeria and 3 in Ghana & 4 in Benin Republic so far

▪ Developed Visibility Strategy for the respective channels and supervised execution country-wise.

▪ Successfully built the Nigerian team for Marketing, Key Accounts and MIS.

▪ Responsible for managing creative and experiential agencies in the markets.

▪ Shot and aired 3 different TVC commercials for McDowell’s Reserve Whisky in 39 terrestrial TV stations in

Nigeria and DSTV, 4 stations in Ghana, 1 station in Liberia and French version for Congo market (DRC) and Portuguese version for Angola. Also had Radio, OOH and Digital campaigns during this period.

Reporting to Head, Cold & Visibility, responsible for Category Management Capability Insight Based POSM Solutions delivery by channels Consumer & Customer Marketing Activity Management Coaching of Sales and Activation Agency Personnel

• Developed selling kits and point of sale materials that are consistent with Sales and Marketing objectives to gain the desired results from the trade within assigned channel.

• Owned operational marketing in the channel: sales drivers, activation programs, and POS execution.

• Supported the Customer marketing manager on-trade in the decision-making process by coordinating feedback through direct interaction with Field Sales, Brand Marketing.

• Guided Hub consumer marketing in its decisions being the voice of the channel and customers.

• Contributed to the JUBP process – particularly with regards to category strategy, trade strategy and sales units’ plans within assigned channel.

• Accountability for A&P spent within this category.

• Owned the Measurement processes and outcomes in the key account channel: Share versus competition, category growth, NSV, GM, OP, Cash, Brand health, Distribution, Visibility, Promotion.

Key Achievements:

1. Coordinated Trade deliveries of POS and TS materials to all regions as planned.

2. Managed the Cold team in delivering according to Cold objective of world class chiller deployment, management, and maintenance across all regions.

3. Managed the deployment of new set of chairs and tables across all regions.

4. Managed the deployment of visibility kits across all regions, managed deliveries, and warehousing of all kit’s components with the third-party agency.

5. Managed the overhauling and depletion of large warehouse stock across all the regions.

• Reporting to Marketing Manager Spirits, Managed delivery of AOP for Johnnie Walker through execution of GAME Plans and activities.

• Manage Route to Market challenges for Spirits in Nigeria including pricing, COGS, etc.

• Work with other Business teams within the country, African team members, West African Spirits (wasp) Hub team & GBT on Scotch Category insights.

• Coaching and training of field sales team through weekly and monthly accompaniments

• Hold monthly regional meetings to review performances for previous month and plan for the next month.

• Responsible for managing creative and experiential agencies in the market.

Achievements:

• As pioneer Brand Manager for Johnnie Walker surpassed all set objectives in first year of trading by 35%.

• Won Award as Best JW Manager for Africa (2010/11) at Diageo GAME Conference at Cape Town in March 2011.

• Managed the delivery of AOP for F11, through a combination of efforts and activities for the year.

• Successfully managed a 6-month activation process for Johnnie Walker Red Label tagged "Choose Flavour" activation in 18 locations across Nigeria.

• All elements of brand equity measurement (Brand awareness, brand usage, market share, imageries dimension, suitability of pricing, suitability of brand for gifting, core consumer expectations of brand etc.) for Johnnie Walker category all continued to rise and soar above competitive brands in its category.

• Actively involved in the Master Bartender Training Programme for Bartenders gathered from several bars and outlets across Nigeria. The winner was crowned in October 2011.

• Organized and successfully hosted the 1st Annual Whisky Society and Master Class Event in November 2011. Johnnie Walker's Global Brand Ambassador - Tom Jones anchored the programme.

• Successfully managed a 4-month activation process for Johnnie Walker Black Label tagged "More Campaign" activation in 12 B2C outlets and clubs’ locations across Nigeria.

• Worked with National Sales Manager Spirits and team to establish a viable & winning RTM for Diageo Brands

• Ag. Marketing Manager, Diageo Brands Nigeria Limited. Acting and relieving the Marketing Manager for 12 weeks while she was on maternity leave.

• Worked with GM, NSM and Marketing Innovation team on New Product Development for Spirit- based Bitters for Guinness Nigeria Plc, using my experience with local and indigenous Spirits Producers to formulate a winning brand

– Now officially launched as Orijin Bitters.

• Member of the Steering Committee that handled the launch and management of Diageo premium spirit brands into 20cl formats and promoting revolutionary ways for the consumer to enjoy the brand delivering incremental business NSV in its first year.

• Reporting to Marketing Director, I managed 3 Brown Spirits brands including Dark Sailor Rum, Chevalier Brandy & King Robert II Scotch Whisky.

• Managed the introduction of King Robert II Scotch Whisky into Trade End to End from high-level interaction with Ian McLeod’s, Scotland, and Market delivery.

• Managed Chevalier Brandy Re-launch into Trade End to End from preproduction planning to actual production and Market delivery.

• Fashioned out Sales Strategy for the sticky brands mentioned to attain ample sales in line with the agreed Marketing Strategic direction.

• Worked with In-Sales team to fashion out and work through Sales Strategy.

Key Achievements:

• As Brand Manager, I grew my brands’ contribution to AOP volume from 9% to 22% in 2 years.

• Managed the end- to –end introduction of King Roberts’ II Scotch Whisky 75cl into the Nigerian market in 2009, following up later with 20cl in 2010.

• Also managed the end- to –end re-introduction of Chevalier Brandy into the Nigerian market in 2010, with 2 pack size formats – 70cl and 5cl sachet.

• Managed the NAFDAC registration of brands from Radico Khaitan Pyt, India for selling into the Nigerian market. The brands are Magic Moments Vodka, 8PM Whisky and Old Admiral Rum.

• Achieved profitable volume sales target for the territory (Retail and Wholesale)

• Ensured Retail Redistribution Scheme is deployed to gain full return on investment

• Ensured contact with all Distributors and minimum top 5 wholesalers of each distributor

• Worked with ASM, training dept and HR to build personal sales capability

• Managed Recommended Price compliance in distributors’ and retail outlets

• Ensured effective customer/business development to counter competitors’ activities in the territory.

Key Achievements:

• Sales function in designated territories and Area different times.

• Grew Aba territory by over 70% over a Sales period of 3 years and contributed over 68% to Area growth, culminating in upgrade to Regional growth in Jan 2007.

• Award winning Customer Service and Distributor Management Manager – increased Value of Customer base from 18mill. to 108 million in 3 years.

• Sales & Marketing of company's products: Sodium Silicate, Sulphuric Acid & Alum
• Sales Prospecting to local soap manufacturers
• Government marketing (Alum for State Water Boards)