Chijioke Ebirinwa
Port Harcourt
Summary
Performance-oriented Sales, Marketing and Operations Leader offering exceptional record of achievement over 19-year career. Tenacious manager with strategic and analytical approach to solving problems, bringing in customers and accomplishing profit targets. Talented in identifying and capitalizing on emerging market trends and revenue opportunities.
Overview
20
20
years of professional experience
Work History
Divisional Sales Manager/HOS-South East/South South
Seven-up Bottling Company Ltd
04.2022 - Current
- Strategically and Profitably Lead and Manage a $20million business through a team of five (5) Regional Sales Managers, 20 Trade Development/Area Sales Managers, (56) Trade Development Executives/Officers and (123) Distributor Customer Sales Representatives
- Lead the Divisional and Plant Business to Business Sales Deals with Partner Company’s like Mobil, Agip, Shell, Government Houses etc
- Developing and implementing Sales and Operations Strategy
- Identifying and Setting Sales Goals
- Own the YoY profitable business growth, new innovations development (NPD) and market share growth in the East
- Accountable for formulating and implementing the sales growth strategies for SBC in South-East & South-South through delivering and exceeding the agreed sales and profit objectives, going above and beyond performances
- Co-ordinate the activities of the sales and Distribution function to effectively execute sales strategies that will maximize sales volume, drive targeted profitable growth and professionally develop the sales staff through training/coaching
- Collaborate with all Business unit leadership to develop, implement and achieve SBC objectives
- Maintain an awareness of market behavior and competitive trends in the market to anticipate changing customer needs; proactively manage customer base and provide excellent consumer/customer experiences
- Facilitate and enhance effective/efficient end to end business operational process from planning, production, distribution and sales with profitable sales mix
- Created and executed strategic sales plan, expanding customer base and extending global reach
- People development and growth
- Engaged customers to confirm and clarify value and adapt strategy, optimizing ROI
- Leveraged data and insights to support recommendations or overcome customer objections
- Advised dealers and distributors on policies and operating procedures to ensure functional effectiveness of business
- Regarded equipment needs and advised customers on types of equipment to purchase.
SENIOR Area Sales Manager/CAPABILITY TRAINING/Assessment Lead
Guinness Nigeria Plc (A Diageo Company)
02.2017 - 03.2022
- Management of Field Sales Force Overhead Budget and effective use of all Sales and marketing spend
- Influencing, Inspiring, and driving performance across Distributors and Associates embodying Diageo Leadership Capability Management of Distributors, Commercial Planning, Sales Drivers and Trade Strategy Achievement of Brilliant Execution with Customers through leading Field Sales team Achieve Profitable Market/Volume share target for the Sales Area Manage all retail Distribution Scheme in the Area Coaching and Training of Territory Managers to ensure effective delivery Ensure maximum use and application of all Systems-SFA, DMS etc to deliver on business objectives Deliver excellent result from the flawless execution of Customer Marketing & Marketing Promotional Activity in the Sales Area Leading in all trainings across all Sales Area in East Division as Capability and Talent Head Expanded market share by 4% by increasing sales to retailers and distributors and recruiting new Outlets Built lasting relationships with clients through outstanding customer service interactions Tracked weekly sales to develop senior leadership reports for action planning Created, implemented, and conducted employee onboarding and training program Trained in negotiations and time management Managed #4.4B sales portfolio from Trade Partners Conducted orientation sessions and organized on-the-job training for new hires Evaluated success of training programs and recommended improvements to upper management to enhance effectiveness Led daily, weekly, and monthly coaching, counseling and feedback sessions Managed all exempt employee coaching, training, and performance improvement actions Communicated all learning and performance objectives, schedules, and training assessments to upper management Analyzed effectiveness of training programs at all levels.
Senior Area Sales Manager & Project Alchemy Lead
Nigerian Breweries Plc
12.2012 - 01.2017
- Drove competitive standards to develop market-leading services Increased profitability by developing pipelines using multiple marketing channels and sales strategies Led the Pilot of the Coverage and Volume Expansion Scheme for NBPLC Pan Nigeria and the success of this project led to the growth of our Coverage by +98%, Volume at +43% and market share by +7ppt for Port Harcourt Business Unit Oversaw sales operations in Osun/Ekiti/Ondo and Rumuokuta in Port Harcourt geographical Sales Areas
- Secured sales targets by building successful sales teams, preparing yearly sales and marketing budgets and implementing strategic action plans Boosted revenue from 900m to 1.6B annually with our innovations like Star Radler and 33 Export Portfolios
- Aided senior leadership during executive decision-making process, generating data reports and analysis to improve operational efficiencies Forecasted product sales and achieved quarterly and annual sales objectives Coached sales associates in product specifications, sales incentives and selling techniques, significantly increasing customer satisfaction ratings Evaluated resource utilization to identify opportunities for optimization Multiplied earnings through sales goal achievement, customer service improvements and commitment to team objectives.
Trade Marketing Representative/TEAM LEADER
Intafact Beverages Ltd
04.2010 - 12.2012
- Expanded cross-functional organizational capacity by collaborating across departments on priorities, functions, and common goals Accomplished multiple tasks within established timeframes Evaluated employees' strengths and assigned tasks based upon experience and training Delivered Monthly, Quarterly and Annual KPIs which lead to my emergence as best TMR Pan Nigeria in 2011 Grew Territory performance by 419% upon launch of Redds and Eagle Lager in Imo Territory Monitored and supported progress of plant production orders by managing Distributor Inventory and loading functions at several facilities so as to reduce our DTAT at the barest minimum Maximized performance by monitoring daily activities and mentoring team members Maximized productivity by keeping detailed records of daily progress and identifying and rectifying areas for improvement Applied performance data to evaluate and improve operations, target current business conditions, and forecast needs Reviewed performance data to monitor and measure productivity, goal progress and activity levels.
Senior Sales Officer-(SSO) Akwaibom and Abia States
Sona Breweries Pls
06.2008 - 03.2010
- Managing Distributors Salesman and rewarding great performance Vs Target Territory growth performance management through relationship building Redistributing Sona Brands-Wilfort, Maltonic etc to create distribution and achieve Volume target Ensuring flawless Execution of all Marketing Promotional activity in my SA Ensuring the quality management of wholesalers to drive distribution and Volume achievement through the wholesale Ensuring the flawless execution of our Visibility and Pricing agenda as a business Ensured profitable sales process by qualifying and following up new accounts, using lead scoring system Performed product demonstrations and presentations that received 98% positive customer feedback Regularly monitored market and competitor behavior's, remaining ahead of competition trends to offer best-possible service Executed B2B marketing techniques to drive sales by 23% at Year End Enhanced sales operations through development of new sales strategies, cold calling techniques and customer follow-up Monitored customer buying trends, market conditions and competitor actions to adjust strategies and achieve sales goals Established ambitious sales targets, managed deployment strategies, and developed go-to-market plans to capitalize on every revenue opportunity Consistently serviced accounts to maintain active contacts and continuously promote profitable offerings.
Medical Sales Representative-(MSR)-East
Phillips Pharmaceuticals LTD
10.2005 - 05.2008
- Establishment of Asthma camps in clinics/Hospitals for our Asthmatic range of products
- Detailed all our ethical products to all Health Practitioners Partnered with Pharmaceutical departments in all Hospitals to ensure they always dispense our brands over competition Executed all areas promotional activities excellently and achieved an increase of 2% of our products demand after each exercise Redistributed our brands to all Patent medicine dealers, Pharmacies and Hospitals in my trade Won the 2008 award as the national Best PSR and was rewarded with a cheque of #150,000.00 Increase product awareness, promote brands and deliver territories Volume and Cash targets Recruitment of new Customers and expanding our Distribution footprints in my territory Managing clinical data, making presentations and monitoring competitor activity Building and sustaining positive working relationships towards creating a repeat business with clients Maintained positive, productive professional client relationships for continued loyalty and consistent investment Managed pitching and presentations for a diverse client base, closing high-value deals through expert persuasion and negotiation skills Regularly monitored market and competitor behavior's, remaining ahead of competition trends to offer best-possible service Improved sales performance of Salbair products by 40%, performing product demonstrations to highlight unique benefits Generated revenue by liaising between doctors and companies to sell products Documented client interactions, sales and pitches delivered in CRM system Supported 56% National growth by working with sales leaders and using effective targeting of under-tapped regions Grew account base 72% by delivering high-impact product presentations to medical specialists Produced remarkable sales and enhanced numbers by managing complete lifecycle from networking through ongoing account servicing.
Corps Liaison Officer-(CLO)
National Youth Service Corps
09.2004 - 09.2005
- Partner with community groups to propose, plan, execute and manage service projects Responsible for managing Corps welfare and relationships with places of primary assignment during the period Assist the LI on registration of new corps member on the book of life and how to fill their forms Use money from donor's agency to feed and cater for the welfare of new corps member until they get their accommodation Coordinates CDS meeting Drafted communications for routine releases and emergency response Resolved conflicts and negotiated mutually beneficial agreements between parties Participated in team-building activities to enhance working relationships.
Education
Master of Science-M.Sc. - Management
IMO STATE UNIVERSITY
01.2024
Post Graduate Diploma - Management
Imo State University
12.2021
Bachelor of Science-B.Sc. (Hons) - Industrial Microbiology
Imo State University
02.2002
Skills
- Sales presentations and Strategic Planning
- Identifying Sales goals & Sales Planning
- Building Relationships & Providing Training Opportunities
- Marketing team leadership
- Product development, Planning and Coordination
- Developing and implementing business winning strategy
- Analyzing Data and using the performance metrics to drive business growth
- Trend and Competitive Analysis
- Understanding sales retention and Territory Sales Management
- Capability, Training, Onboarding and scalability planning
- Teamwork and Collaboration
Affiliations
- Institute of Global Peace and Conflict Management (Doctoral Fellow)
- Institute of Certified Sales Professionals of Nigeria. ICSP.
- Chartered Institute of Logistics and Supply Chain Management
- Nigerian Institute of Management
- Association of Microbiologist of Nigeria
Recenttrainings
- LA PAGE META VERSE(LPMV), ADVANCED TRAIN THE TRAINER COURSE, CERTIFICATE, SEP. 2023
- IAPM & MOVALUE CONSULTING, ADVANCED BUSINESS ANALYSIS MASTERCLASS, CERTIFICATE, AUG. 2023
- UNIATHENA GLOBAL BUSINESS SCHOOL, INTERNATIONAL HUMAN RESOURCE MANAGEMENT, DIPLOMA, JULY, 2023
- UNIATHENA GLOBAL BUSINESS SCHOOL, MASTERING LOGISTICS MANAGEMENT, CERTIFICATE, JULY, 2023
- FranklinCovey-(AN SBC IN-HOUSE TRAINING), The 7 Habits of Highly Effective People 4.0, CERTIFICATE, JUNE, 2023
- IGPCM- (INSTITUTE OF GLOBAL PEACE AND CONFLICT MANAGEMENT), WORKPLACE CONFLICT MANAGEMENT, CERTIFICATE, MAY, 2023
- LA PAGE META VERSE(LPMV), INTERNATIONAL DIPLOMACY & PROTOCOL, EXECUTIVE DIPLOMA, MAY, 2023
- LA PAGE META VERSE(LPMV), APPLICATION OF ARTIFICIAL INTELLIGENCE, EXECUTIVE DIPLOMA, JULY, 2023
- LA PAGE META VERSE(LPMV), INTODUCTION TO PROJECT MANAGEMENT & LOGISTICS & PROCUREMENT MANAGEMENT, CERTIFICATE, JUNE, 2023
- DOVILEARN-E LEARNING AFRICA, ADVANCED APPLICATION OF RETAIL MANAGEMENT FUNDAMENTALS, CERTIFICATE, MARCH 2022
- METROPOLITAN SCHOOL OF BUSINESS & MGT UK, EFFECTIVE PRESENTATION AND PERFORMANCE MANAGEMENT SKILLS, CERTIFICATE, FEB. 2022
- LINKEDIN LEARNING, SALES PIPELINE MGT & BECOMING HEAD OF SALES: DEVELOPING YOUR PLAYBOOK, CERTIFICATE, FEB 2022
- DIAGEO ACADEMY, LEADERS AS TEACHERS & COACHING FOR SUCCESS, CERTIFICATE, JUNE 2019
- LINKEDIN LEARNING, TRANSITIONING TO MANAGEMENT OF SALES PEOPLE, CERTIFICATE, SEPT. 2020
- LINKEDIN LEARNING, SALES: DATA-DRIVEN SALES MANAGEMENT & MANAGERIAL ECONOMICS, CERTIFICATE, SEPT. 2020
- OSIDO LIMITED, TAKING PEOPLE WITH YOU, CERTIFICATE, MAY, 2015
- HEINEKEN ACADEMY, PERFECT EXECUTION & ESSENTIAL SELLING SKILLS, CERTIFICATE, MARCH 2013
- SABMILLER ACADEMY, SALES EXCELLENCE PROGRAMME, CERTIFICATE, JUNE, 2011
- TOM ASSOCIATES, WORKSHOP ON CUSTOMER EQUITY & MUNUFACTURES CRITICAL CAPABILITIES, CERTIFICATE, MAY 2009
Milestonesandrecognitions
- Won the MD’s Q1 F23/24 Best Manager Award for achieving the Highest Sales growth of +76% across all categories Pan Nigeria at the SBC Leadership Award in July, 2023.
- Awarded Mr Innovation by my MD for Delivering a +67% growth on Vybe/Supa Komando at the F24 Sales Leadership Conference.
- Celebrated and Won the GM Commercial’s F22 Innovation Champion Award as the best Divisional Sales Manager by achieving a +213% Vs Target on Supa Komando & +97% Growth Vs LY on Rockstar.
- Documented and resolved all quality complains which led to 21% growth on Sales of Orijin Tiger Nut and Ginger.
- Delivered the Highest Value & Volume growth for Heineken in 2015 to win the Sales Directors Award.
- Grew the Marketshare of BG from 14ppts in May in Port Harcourt to 22ppts in July 2021 and this was sustained till I left the business.
- Won the best TMR award Pan Nigeria in SAB in 2010 and 2011 and got rewarded with a trip to the SAB MS&D conference in South Africa in May 2011.
- Won the Best ASM position at the end of F21 in the East by having the highest score on the F21 League table ranking for the East Division.
- Consistently ensured that no Trade Partner in Aba SA is on Overdue with all of them having closed the gap on their Bank Guarantee and zone Manning.
- Won the award as the Sales Officer with the Highest Sales Growth in 2008 by Volume and was rewarded with a Cash price of @150,000.
- Won several Monthly Maltavator Challenge which is awarded to the Area Sales Manager and team with the highest growth on Malta Guinness.
- Crowned as an Innovation Champion for 2 Financial Years for been the ASM with the highest Distribution of Innovations like Guinness Smooth & OTNG upon launch.
- Currently Overseeing Trainings and Coaching in East Division as Divisional Support Capability Lead.
- Carries out business Capability Accreditation and onboarding of new Staff posted to the East.
- Had 3 of my TAMs amongst the top 5 best performed TAMs on GNPLC League Table full year result for F21 with 2 of them delivering 120%
- Delivered Highest Growth of +89% on all innovations (Chief Malt, Supa Komando etc) and won the MDs Regional Price for F22/23 FY.
- Best Divisional Sales Manager on HPC and an Award of Mr 2Sure by the HPC Sales Director at the end of F22/23 FYR.
References
References available upon request
Timeline
Divisional Sales Manager/HOS-South East/South South
Seven-up Bottling Company Ltd
04.2022 - Current
SENIOR Area Sales Manager/CAPABILITY TRAINING/Assessment Lead
Guinness Nigeria Plc (A Diageo Company)
02.2017 - 03.2022
Senior Area Sales Manager & Project Alchemy Lead
Nigerian Breweries Plc
12.2012 - 01.2017
Trade Marketing Representative/TEAM LEADER
Intafact Beverages Ltd
04.2010 - 12.2012
Senior Sales Officer-(SSO) Akwaibom and Abia States
Sona Breweries Pls
06.2008 - 03.2010
Medical Sales Representative-(MSR)-East
Phillips Pharmaceuticals LTD
10.2005 - 05.2008
Corps Liaison Officer-(CLO)
National Youth Service Corps
09.2004 - 09.2005
Master of Science-M.Sc. - Management
IMO STATE UNIVERSITY
Post Graduate Diploma - Management
Imo State University
Bachelor of Science-B.Sc. (Hons) - Industrial Microbiology
Imo State University
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