RAYMOND ONWUDE
Calgary,AB
Summary
Dedicated Insights & Analytics professional with a proven track record of meeting and surpassing business goals utilizing Industry best practices and skilled in working under pressure and adapting to new situations and challenges to best drive business results.
Over 10 years working experience spanning across client side and agency roles in FMCG (Food, Snacks, LRB Beverages, Personal Care and Pharmaceuticals). Agile mindset with strong leadership skills. Ability to lead initiatives and deliver high quality strategic consumer and business insights to clients and business teams and leveraging advanced analytics across categories and geographies. Track record for building high performing teams to drive business outcomes.
Overview
12
12
years of professional experience
Work History
Senior Consumer & Shopper Insights Manager
PepsiCo
Lagos, Lagos
08.2021 - Current
- Insights lead for West, East & Central Africa Beverages, Food, Snacks businesses.
- Accelerated performance with strong double digit revenue growth across multiple business interests.
- Sustained Stronghold beverage brands across multiple VUCA markets with strong competitive landscape.
- Guided Challenger brands to battleground positions across multiple markets
- Accelerated consumer Centricity in core Franchise Operations with bottlers and internal teams in landing at critical business decisions.
- Strengthened the Insights foundation across markets where paucity of data is a norm, by leveraging syndication, raising the profile of local agency assets and deploying the entrepreneurial mindset in managing scarce budgets to get the best Insights to drive business outcomes
- Drove the NS Insights agenda with relevant consumer, pricing and value analytics benchmarking with competitor portfolio transformation journey to ensure our transformation was well timed and well executed in key markets. NS portfolio reaching 50% mix in two years.
- Built a new function from scratch and accelerated/entrenched PepsiCo's Insights Tools to drive business outcomes.
Commercial Insights & Acting Revenue Growth Manager
Coca-Cola Hellenic Bottling Company
10.2020 - 07.2021
- Driving Revenue Growth Management through: OBPPC (Portfolio and Segmentation Management) - Analyze business performance, identify white spaces in portfolio and competitive landscape, drive OBPPC (Occasion, Brand, Package, Price, and Channel) strategy development and re-assessments to provide specific new product, packages and price points recommendations, in line with Revenue Growth Management principles.
- Revenue Management through Sales Optimization - compute and analyze the Net Sales Revenue Effects causing variances and communicate the positive and negative drivers of Net Sales Revenue for varying periods to guide the commercial team on mix optimization during the sales process, aimed at revenue and profit growth.
- Increased team productivity by implementing streamlined processes and effective communication strategies.
- Achieved departmental goals by developing and executing strategic plans and performance metrics.
- Provide pricing scenarios and forecasts, understanding key operating profit drivers and working with business management to optimize growth initiatives.
- Trade Investment Optimization - Management of Commercial Policy and Trade Discount Incentives aimed at optimizing trade spend for improved revenue and profitability.
- Lead monthly brainstorm session with the Commercial and Promo team, to develop competitive regional promotions to help drive volume of under-performing SKU’s to improve market share and support growth initiatives.
Commercial Intelligence Manager
Coca-Cola Hellenic Bottling Company
03.2019 - 10.2020
- Intelligence unit lead under commercial excellence function (Revenue Architects) for Cola-Cola Hellenic Nigeria Bottling Company commercial structure responsible for providing visionary customer, consumer, category, retail and shopper insights to drive profitable business growth.
- Enhanced intelligence analysis by implementing innovative data collection techniques and tools.
- Deep dive into the market research outcomes, exploring by commercial territory opportunities in the marketplace with proper reading of trends and competition to inform business decisions with granular and regional recommendations with objective to improve market share, sales KBI’s, untapping important value pools in the market.
- Streamlined the intelligence reporting process for increased accuracy and efficiency.
- Assess the industry and competitive landscape to lead projections as part of commercial strategic planning for the business.
- Topline estimations identifying important size of the prize from different categories taking into consideration competition/industry blueprint (Capacity, RTM, Product portfolio etc.) for commercial beverages and potential new FMCG categories; resulting in the development of algorithms for proper share reading and industry estimations supporting business to set strategic targets (e.g Market Share) for total country and by region.
- Center of Excellence for Commercial Intelligence with Big Data Use cases development and improvement with data scientists and business translators for Nigeria.
Marketing & Insights Manager
Orange Group
05.2017 - 03.2019
- Marketing & Insights lead reporting directly to Group General Manager.
- Orange group is privately held local Nigerian company with diverse business interests in Personal Care, Consumer Healthcare, Beverage and Lighting categories in Nigeria and Ghana
- Delivering profitable growth via implementing valuable insights across trade channels and consumers.
- Built brand awareness and generated leads while managing internal and external marketing campaigns and programs.
- Leveraged industry trends and competitive analysis to improve customer relationship building.
- Planned and implemented studies to assess market conditions and evaluated results to enhance marketing campaigns, capitalizing on industry and marketplace trends to enhance business operations.
- Re-launched Key Personal Care brand by first helping management understand why key brands fail and how best to re-position brands for sustainable profitable growth.
- Mentoring local personnel on best practices and protocols to maximize productivity.
- Increased portfolio sales and brand exposure by developing launching targeted programs for wholesalers to drive stock depletion from primary distributors in other to gain incremental sales.
- Reduced marketing costs by over 20% by introducing strong controls to marketing activities.
- Enhanced data-driven decision making by conducting comprehensive market research and analysis.
- Developed actionable insights for business growth through in-depth competitor benchmarking and trend identification.
Consumer Insight Manager
Nielsen
08.2015 - 05.2017
- Managing the Quantitative FMCG Portfolio for Nigeria.
- Led big client wins for key revenue products for Promasidor Nigeria and Ghana (Brand Health), Tolaram (Product & Concept Test to launch into Snacks - Minimie and Cereals - JV with Kellogg’s).
- Opened New business opportunities with emerging local giants like Orange groups (OTC, Personal Care and Mass market Powdered energy drink brand health).
- Supervised daily operations and sales functions to ensure maximization of revenue, customer satisfaction and employee productivity.
- Built client relationships by responding to inquiries, identifying, and assessing clients' needs, resolving problems, and following up with potential and existing clients to ensure satisfaction.
- Performed duties and provided service in accordance with established operating procedures and company policies.
- Scheduled and attended meetings with clients and prospective clients as requested.
- Achieved departmental goals by developing and executing strategic plans and performance metrics.
- Executed Global protocols for Coca-Cola (MOTOR) valued at over $100,000, new technology (Path Tracking) was deployed for the first time in Africa.
Senior Research Executive
Nielsen
04.2015 - 08.2015
- Retail Audit Account Manager for GSK Nigeria, Nestle Nigeria and FC WAMCO.
- Successfully negotiated purchase for coffee category for the Nestle Nigeria BU.
- Enhanced research quality by implementing advanced data analysis techniques and methodologies.
- Streamlined research processes for increased efficiency and more accurate results.
Research Executive and Data Scientist
Nielsen
07.2012 - 04.2015
- Prepared management reports and managed the E2E research process (Quantitative and Qualitative).
- Responsible for data mining, database management, infographic report, data analyses, and statistical modeling of retail data across 2000 retail outlets in 15 cities in Nigeria.
- Developed a live dashboard surveillance system that helped spot data discrepancies on the field.
- This helped reduced error by 40%.
- Built dashboard reporting analytics systems in Power BI and R shiny.
- This increased efficiency of reporting by 70%.
- Data cleaning, analysis, visualization and warehousing.
- Survey design & Methods assessment.
- Responsible for overseeing data collections, data estimation and reporting Interface with Data Science Methods team to define needed innovations.
Education
Bachelor of Science - Petroleum Chemistry
American University of Nigeria
Nigeria01.2010
Skills
- Market Research (Consumer, shopper & Customer, Quantitative and Qualitative)
- Brand Equity and Business Analytics
- Innovation (Concepts, Product Insights, Post Trackers)
- Creative Excellence
- Competitive Analysis and Intelligence
- Commercial Execution tracking
- Industry estimations, forecast and market sizing
- New Product Development (Ideation to Commercialization E2E process)
- Business Development and Sales
- Revenue Growth Management / Net Revenue Management
- Scenario Planning and forecasting
- Shopper Insights and Analytics
- Behavioral Economics
- Strong Story Selling
- Strong cross functional collaboration, interpersonal, Influencing and communication skills
- Stakeholder management and Change leadership
- Effective skills in Excel (advanced) and PowerPoint (advanced)
- New market development (Entry Strategy, financial business case creation and execution)
Certification
- Executive Leadership Certifications (PepsiCo LEAD, Blanchard, Coca Cola Situational Leadership Certification, Coca Cola Passion to Lead Certification)
- Digital Marketing Certification
- NielsenIQ Lean Six Sigma Green Belt
- Business Development: Strategic Planning (LinkedIn)
Accomplishments
- PepsiCO WECA Innovator Award - 2022
- PepsiCo WECA Star Award - 2022
- Nielsen Simply Excellent Gold Award - 2015
Languages
English
Native or Bilingual
Timeline
Senior Consumer & Shopper Insights Manager
PepsiCo
08.2021 - Current
Commercial Insights & Acting Revenue Growth Manager
Coca-Cola Hellenic Bottling Company
10.2020 - 07.2021
Commercial Intelligence Manager
Coca-Cola Hellenic Bottling Company
03.2019 - 10.2020
Marketing & Insights Manager
Orange Group
05.2017 - 03.2019
Consumer Insight Manager
Nielsen
08.2015 - 05.2017
Senior Research Executive
Nielsen
04.2015 - 08.2015
Research Executive and Data Scientist
Nielsen
07.2012 - 04.2015
Bachelor of Science - Petroleum Chemistry
American University of Nigeria
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