Mavis Afaribea Okai

Lead Execution of Unilever trade policy and programs from the key Distributors end through to the point of purchase.

Responsible for the overall Profitable management of Unilever trade/sales activities in the assigned region. Driving Business Growth-

Effective Coverage- Selling the Unilever range into more stores across the Region- 17% coverage growth in 5 months.

Driving assortment into stores-20% growth vs PY.

Channel growth- Identifying channels of opportunity to fuel the growth.

landing innovations-Brand and technology innovations

Business Development for the international range- expanding the RTM drive further distribution of the international Unilever range.

KD Profitability-strategies to drive improvement of customer profits.

People: Deploying Basic HR Practices across KD staff

Delivery of MT strategy

Category management in store/ Shelf management

Shopper promo Executions/ promo Innnovations

Joint Business Planning with Modern Trade Customers and Key Accounts

Business Development- Grew business from a 1mE business to a 17mE business in 5 years

Identifying portfolio opportunities within the Ghana space

Appointment of the Right partners/ Distributors to deliver on opportunities- business case for customers involved-Right TTS to deliver profit to customer and meet margin expectations of Unilever.

Distribution into the right channels

Instore Brand activations to drive awareness.

Landing key innovations into Ghana - Ice Cream, mouthwash

Work with the relevant authories FDA/Customs- to protect unilever brands from counterfeits

Planning and execution of category trade strategies to deliver growth.

Deployment of category innovations

Shopper Promotions to drive offtakes

. • Deployed a hawker/trade activity on sunlight powder banded pack which has delivered a 1060% Vol growth on primary sales and growth of 60% on distribution in Mid Ghana • Successfully landed 2 innovations, Key Adepa (competitor pack) and sunlight Dishwash green variant • Successfully deployed shopper promotions on sunlight Dishwash and bar and Omo across 25,000outlets in both GT and MT to get shoppers to pick Unilever brands over competition. • In 2017, delivered 8 promotions across Key, sunlight Powder, Omo and Dishwash across channels to drive delivery of the 13.7% USG for the HomeCare Category • Delivered a 24% USG growth on Household Care vs an ambition if 10% in 2017 • Market Share on Laundry Bars improved by 240bpts driven by Key Bar which improved by 485bpts •

Deployment of Foods Category plans in trade- channel and store

Distribution of Unilever Foods brands at the relevant channels and store.

Designing and executing channel specific activations to drive shopper offtakes of Unilever Foods Brands at the Point of Purchase,

Designing promotions to deliver volume and value ambition on Unilever foods brands.

Delivered 88% growth on Royco sales in 6 months (1 store 1 canister promo which delivered an improvement in Numeric distribution by 1000bpts+ .

and identified opportunities for growth on distribution in Neighborhood Groceries and stockists for Annapurna to deliver a 10% growth on UVG in 2015.

Drive availability and visibility of Unilever brands

Execution of category and brand strategy in trade to ensure business growth for both Unilever and Key Distributors. •

Coverage growth - sell into more stores.

Re-aligned focus on high margin brands to drive a growth of platinum and gold brands.

• Effectively led a team of 60 men and women directly and indirectly to deliver vol and val expectations

5,414 tons against a target of 5,070 tons representing 106%. In terms of value, 19,224,386 Cedis representing 29% above the target.

KD Funding- adequate cash to fund orders

• Identify opportunities in the various channels to drive growth e.g., Supermarket Channel in Y&K Spintex grew by 55%

• Ensure availability of adequate infrastructure and resources to ensure smooth and effective operations • Drive KD returns by effectively managing resources and sales opportunities to ensure an excellent Return on Investment for the Key Distributor. • Coach salesmen to ensure efficiency and effectiveness on the field- month on month achievement of Field Capability Scores.100% of salesmen sat in the green and white cells of the QOC/QOP matrix. • Drive availability and visibility of all Unilever products in assigned territory to ensure shopper patronage. • Ensured a consistent OTIF > 90% resolution of KD complaints • Liaised with Quality Assurance to resolve and answer to all consumer related complaints/Issues • Developed a Service Level Agreement with Key Distributors

Put in a system to ensure that all customer issues are received at the Customer Care Desk.

Developed a 360-degree approach to customer complaint resolution. - receive and revert on issues and report to leadership

Claims resolution in 3 days

Proactively ensure that the order to delivery system runs perfectly to avoid customer complaints.

Ensured that any issues that might affect delivery of orders are resolved to prevent lost sales.

Run a Unilever Director Call-Up programme to give KDS the opportunity to speak regularly and directly to Unilever Directors in a bid to enhance the relationship between Unilever Ghana and the Key Distributors. • Developed a customer satisfaction survey for Ghana that was implemented across UWA-Customer Satisfaction Rating for Ghana was 96% against a target of 90% • Ensured a consistent OTIF > 90% resolution of KD complaints • Liaised with Quality Assurance to resolve and answer to all consumer related complaints/Issues • Developed a Service Level Agreement with Key Distributors