Adelaide Abbiw-Williams Email & Phone Number

Accra, Greater Accra Region, Gh

Accra, Greater Accra Region, Ghana

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Nigeria

Accra, Greater Accra Region, Ghana

Responsible for driving the growth and development of HD+ Ghana, a B2C video platform serving the Ghanaian market through satellite Direct-To-Home and OTT-related services. This role involves close collaboration with SES departments and a local partner, WAPS, to deliver an attractive value proposition and user experience with HD/UHD quality TV channels complemented by OTT solutions. The CEO manages all platform aspects, including people management, operations, sales, marketing, financial performance, internal and external communications, and is market interfacing.

Accra, Greater Accra, Ghana

Primary marketing connection between SES and the Ghanaian market, responsible for all aspects of planning and implementation of the Ghanaian B2C marketing and communications strategy in collaboration with the marketing, sales and product teams in Germany as well as the global departments in Luxembourg and the Netherlands. Led the launch of the HD+ brand in Ghana with results that have grown top of mind awareness, revenues and positioned HD+ as the preferred choice for quality TV viewing experiences

Accra, Ghana

• o Led the channel management team to successfully launch new products and services in relevant channelso Delivered 15% growth in annual customer acquisition shares through strategic go-to market execution across all consumer business and enterprise units (Fixed, Mobile Financial Services, Mobile, SOHO and SME)o Delivered channel partner engagement and promotions with mobile money agents, scratch/ SIM card retailers, distributors and field sales agents that yielded a minimum incremental revenue of 30%. E.g. the industry first agent insurance scheme for mobile money agents and several consumer promotionso In charge of look and feel of retail stores and trade visibility. Delivered flagship retail stores in Tamale and Kumasi Mall. Ensured adherence to retail, trade merchandising guidelines and shop maintenanceo Implemented channel-specific campaigns to increase market share and achieve ambitious growth targetso Collaborated closely with cross-functional teams to gather insights on product offerings and performanceo Created and enforced channel merchandising guidelines, ensuring consistent brand representationo Conducted comprehensive business reviews, identifying key issues and actionable improvementso Managed marketing expenses within allocated budgets, optimizing resource allocation and efficiency

Ghana

o Designed and implemented Akyedie, a fully automated retailer loyalty scheme for 30,000 vendors of Vodafone’s scratch cards, prepaid scratch cards, and electronic transferso Managed the rollout and operations of Akyedie, ensuring seamless integration and adoption among vendorsNational Visibility and Merchandising:o Directed Vodafone’s leadership in national visibility, maintaining merchandising guidelines across trade channelso Ensured accurate positioning and presentation of Vodafone's product offerings at point of sale through impactful point-of-sale materialsRetailer and Consumer Engagement:o Organized and led annual engagement sessions for retailers and consumers across 50 selected territories nationwideo Achieved significant increases in customer market share, retailer registration, revenue growth, visibility, gross-adds, and minutes of use through these initiativesBudget Management and Cost Savings:o Managed a GHC 6.0 million annual budget, achieving a 20% cost saving through efficient allocation and at least four sponsorships for the Akyedie schemeo Collaborated with supply chain to identify cost-effective suppliers, optimizing operational expenses and maximizing ROI

Vodafone Ghana Hq, Airport Accra

• o Designed and implemented a successful trade entry strategy for the launch of Vodafone Cash in Ghanao Achieved one million customers within one year of product launch - only Vodafone operating company to achieve this feato Collaborated with players with banks and other player within the digital payments industry to drive uptake of Vodafone Cash services, acquire new customers, drive revenue growth and increase share of float circulation in the market

Accra, Greater Accra Region, Ghana

Channel Insights Development:o Combined data on categories, competitors, shoppers, routes to market, customer knowledge, and outlet classification to generate comprehensive channel insightso Utilized these insights to inform strategic decisions and drive channel-specific growth initiativesNew Product Launches:o Developed and executed successful channel-specific launch plans for new productso Coordinated cross-functional teams to ensure seamless product introductions and market penetrationSales Monitoring and Strategy Execution:o Monitored sales trends for assigned categories, identifying opportunities and challenges within the channelso Developed and executed targeted strategies and tactics, such as trade and retailer promotions, to boost sales and market share in specific channelsProject Development and Implementation:o Conceived and implemented innovative projects and activities to stimulate growth within assigned categorieso Achieved a minimum of 15% growth in sales for assigned categories through these initiativesStakeholder Collaboration:o Worked closely with key stakeholders, including sales teams, marketing teams, and retail partners, to ensure alignment and support for channel strategieso Fostered strong relationships with retailers to drive engagement and collaboration on promotional activitiesPerformance Analysis and Reporting:o Analysed the performance of channel-specific initiatives and provided detailed reports to senior managemento Utilized performance data to refine strategies and optimize future initiatives for continued growth

Accra, Greater Accra Region, Ghana

Sales Project Management:o Managed various sales projects by liaising with all twenty-two countries within the region, covering different business categories, supply chain operations, and financeo Planned and managed the Bottom of the Pyramid strategy project by liaising with the sales, marketing, and finance teams across the 22 countries in the region, resulting in 30% growth in revenues via the adoption of popularly priced products across the regiono Coordinated cross-functional teams to ensure successful project execution and alignment with regional objectivesSales Data Analysis and Reporting:o Analysed sales data from all twenty-two markets, consolidating it into synthetic and value-added information to support strategic management decisionso Prepared and organized comprehensive regional sales reports and delivered impactful sales presentations to senior managementMarket Research and Analysis:o Conducted in-depth research and analysis on factors affecting sales and the regional business environmento Provided actionable recommendations to management based on insights gathered from market analysisBudget Monitoring:o Monitored marketing and trade expenditures per country and business category, ensuring alignment with agreed budgetso Analysed spending patterns and provided insights to optimize budget allocation and ensure efficient use of resourcesActivity and Promotion Management:o Ensured that planned trade activities, sales projects, and promotions were executed as scheduled in the activity calendar for each marketo Coordinated with local teams to ensure consistency and effectiveness of promotional activities across the regionStakeholder Collaboration:o Worked closely with key stakeholders, including sales teams, marketing teams, supply chain, and finance departments, to ensure cohesive strategies and executiono Fostered strong relationships with country-specific teams to drive regional initiatives and achieve sales targets

Master Of Business Administration - Mba, Business Administration And Management, General, Distinction

Activities and Societies: As part of MBA, engaged in consultancy work for a multinational NGO based in Ghana

Executive Master Of Business Administration, Business, Management, Marketing, And Related Support Services

Bachelor Of Science (Bsc), Mathematics And Statistics

Activities and Societies: Organi

Ssce, Science