A marketing lead in an impact investment company set up to harness the power of a vibrant private sector by investing in sustainable business enterprises across a variety of sectors within the Eastern Africa region.Selected Contributions:Playing a leading role in creating a portfolio of financially sustainable and environmentally responsible businesses across the region.Designing a commercial strategy for an effective export business that would be operational in 2023.

Leading a highly qualified Marketing team to design and implement a world standard Marketing Strategies & Processes in areas of Brand Portfolio creation, Trade Marketing, Consumer Analysis.Selected Contributions, So far ...> Developing Route to Market> Managing Brand Development project (Launching various Consumable Products) > Developing Sales strategies based on Market Research

Leverage broad scope of industry knowledge and exposure to direct and spearhead portfolio of foreign and local clients in diverse business areas such as brand equity management, distribution management, commercial & sales set up, marketing & sales effectiveness coaching, and advertising & promotions management.Selected Contributions:• Competently offered a proprietary business consulting service to a leading global diary company, concentrating to establish a business in Ethiopian market; development of effective product distribution model (RTM, RTC).• Adroitly assessed and delivered a complete Macro Economic paper on Ethiopia, indicating the feasibility study SWOT analysis to aid the decision making process on the establishment of business in Ethiopia.• Initiated and carried out marketing strategies based on analysis done on competition landscape such as pricing

Head of Sales and Customer Marketing (2014 to 2015)Directed, controlled and managed commercial activities through planning and executing effective sales strategies. Promoted and encouraged sales force structure development and measurement & evaluation culture. Demonstrated key analytical skills for business development and marketing management. Proactively headed customer marketing teams to meet and exceed organisational goals and ensure a brilliant execution of strategies. Established and motivated teams to enhance productivity and developed relationships with key stakeholders in order to create working environment and boost organisational efficacy. Competently monitored and evaluated the performance of promotional activities such as analysis of ROI & CAAP impact, evaluation against KPI, promotional effectiveness, and consolidation of findings into learnings.Selected Contributions:• Instigated adequate systems and internal controls in order to create and implement annual operating plans, P&L analysis, and distributor management including sales target setting and monitoring.• Introduced evaluation systems included activity to volume KPI, consumption to volume expectation, and incentive scheme analysis to distributors to meet sale target, also trade data collection and analysis against target sales.• Capably formed BTL marketing strategy ensuring “WINNING AT THE MOMENT OF CHIOICE” for every brand/SKU to consumers; planned and executed route to market, route to consumers, capability modules, and QDVPPP Modules.• Kept abreast of competitor’s movement and prepared and executed action plans, whilst dealing with overall duties and responsibilities in accordance with company expectations and policy; ensuring “FLAWLESS EXECUTION”.

Developed and lead a highly productive marketing team with a stretch target culture. Conducted the process of planning and coordination of all Trade/Customer marketing BTL & ATL activities. Held the responsibility for brand equity building as part of a long term strategy and TOM activation through advertising campaigns and trade execution programs as a midterm strategy. Drove effective A&P (Advertising and Promotions) budget management for efficiencySelected Contributions:• Increased annual volume by +35%, NSV by +51.8%, and market shares Addis by 18.8% (+10.6ppts vs Jan 2012).• Enriched the penetration by 89% ADDIS, 81% Up Country, as well as end year OP margin by 18% (+2% vs Plan).Key Projects:Marketing – Capability Building Project:• Adroitly managed and spearheaded standard of excellence processes implementation, sales strategy, consumer shopping strategy, and performance tracking – KPI.Commercial Activities Project:• Accountable for recruitment sales team, training of the sales team, distributor appointment, developing national pricing strategy, and developing route-to-market (RTM) strategy.New Innovative Marketing Programs/Activation:• Successfully built premium bars unique in the beer industry.

Introduced and streamlined the sales growth of DIAGEO RESERVE BRANDS (CIROC, SINGLE MALTS) portfolio in the Ethiopian spirits market. Maintained long-lasting customer relations in a highly competitive environment. Employed problem solving and leadership skills that require on the spot decision making. Significantly improved order management and performance.Selected Contributions:• Made collaborative efforts to enrich volume by +300% in the first quarter; NSV by 180% from previous year; market shares Addis by +29% (for white spirits), +5% (reserve brands); end year OP margin by 12% (+2% vs Plan).• Introduced the CIROC Vodka into Ethiopian Market – Sales in first year = 300%; malt whiskies in Ethiopian market; the bartender training program for the first time in Ethiopia; vodka cocktails fit for the Ethiopian market.

Delivered expert services and consultation on Insurance System Solutions, Involved in development and customisation, additionally applied presentation, communication, and problem solving skills.Selected Contributions:• Played a lead role in a team of senior system developers providing Insurance Customisation solutions for international Insurance clients based in Europe and Africa.

Delivered expert services and consultation on ICT Solutions, Software Development and implementation of a Business Reporting / CRM systems. Involved in development and production planning, additionally applied presentation, communication, and problem solving skills.Selected Contributions:• Expertly developed Customer Sales Registration (CRM) software and business processes in order to anticipate further improvements to increase sales volumes.• Formed proposals for the development of ecommerce site to enable company to sale its products over the internet.