Elijah Maina Email and Phone Number

Heading the development and execution of a Global strategy to enter New Product Categories. This involves Strategic planning, Business development, Team leadership, Financial management, and Market positioning to drive successful growth and innovation of New Product Categories within the Kyosk business.

Heading the Global Innovations department to come up with Technology-driven VAS products that will empower the Dukas/Mom-and-pop shops across Africa to generate an economic output by leveraging available data points, already existing distribution platform, and 3rd party software integration solutions.

Heading the Commercial, Sales and Purchasing team in empowering the informal retailers through solving the broken distribution chain, delivering Business Revenue growth, Profitability and Geographical expansion within in Kenya and beyond.

o Route to Market strategic plan; increasing direct customer base – Wholesale, Strategic distributors & Last mile partnerships.o Restructure & upskill sales team capability through training, coaching & accompaniments.o Modern Trade JBPs to drive growth of strategic categories and reduce overreliance on Maize & Wheat flour. o Revised Trade Term for General Trade & Modern Trade customers in line with Business strategy and growth into new categories.

Head of Sales & Trade marketing working towards delivering Efficient and Cost Effective Route to Market for General/Informal Trade, Channel development, Modern Retailing Joint Business Plans, Shopper Activation & Category Management and Sales Team Recruitment & Capability Development

Reporting to Britania CEO and Board being custodian of commercial strategic plans growing Britania Foods Ltd to be leading FMCG company in East Africa in terms of Route to Market, Customer/Trade Business plans with all partners and best Sales & Distribution teams. Responsible for overall day to day Sales Operations for East African business (with total workforce of >100 and 15 distributors):- Modern and Traditional Accounts Management, Trade Marketing and Customer Development Operations.- Joint Business Planning with Key customers and Key distributors.- Route to Market best in class model to +80,000 stores across East Africa- Talent planning and mapping.

Reporting to GM East AfricaDeveloping Modern Trade and General Trade strategic plan and rolling out the same with Trade partners cemented by JBPs/CBPs/ABPs.Restructuring the GT RTM framework driving more feet on ground (sales teams), improved distribution infrastructure and co-shared investments between Suntory and Partners to ensure doubling of numeric distribution coverage, better served stores and more profitable mix sold to trade.Drive sales growth for business putting emphasis on the mix thereby driving profitable business to Suntory and Partners. Managing sales team to be sales and execution powerhouse to delivering 32% growth in 2016 and double business by 2018.

Reporting to the General Manager – East Africa- Develop Modern Trade Strategic plan for Beverage business with Modern Trade customers across East Africa to double business in 3 years Kenya and 2 years other East African countries. – Key focus Mauritius, Uganda, Kenya.- Strategic plan above to be driven by: 1. Joint Business Plans with Key Modern Trade Customers. 2. Category Management for Beverage Category in Modern Trade. 3. Assortment profiling ensuring Suntory fills portfolio gaps in entire price piano to maximize on the consumer pack needs. 4. Drive profitability for Modern Trade by maximizing the mix through focusing on High Margin SKUs 5. Optimizing promotional sell out by running Return on Marketing Investment on all Shopper/Trader related investment plans.6. Developing Brand/Customer Marketing plans and deploying the same with Modern Trade Customers in East Africa

Key Account Channel Development.Key Role: Responsible for all Operations of Key Account Channel for the Kenyan Business Unit: - Category Management (Store Layout, Assortment/Range rationalization, Maximising Mix) - 1-2year Customer Business Plans (JBPs, Supply Optimization & Trading Term Management) - Optimising Promotional Investment - In-store POSM - Return On Investment, - Lead Customer and shopper understanding in Modern Trade Channel, - Deployment of Customer Marketing Plans (Innovation & Market Development Deployment), - Customer Credit Management

Local Modern Trade Channel Development. • 3 year strategic growth plan for Local Modern Trade & Emerging Channels (Double business by 2015 through focusing on:- - Category Management (Assortment/Range rationalization, Maximising Mix) - Optimising Promotional Investment - In-store POSM-Return On Investment - Capability Building - Training and Exposure to Best practise markets, - Shopper Insight customer led marketing activities, - JBP with Key customers, - Route to Market - Go to Market Optimization - Optimisation of Promotional Investment, - Deployment of Customer Marketing Plans (Innovation & Market Development Deployment)

Trade Category strategy• Internal preparation and participation in Brand Audit process;• Understand the Brand projects objectives and set the trade direction for implementation at channel level (in CMP); - • Sustain the implementation of S&OP process at country level;• Together with Channel (NSM, KAM) transpose the brand project objectives in channel specific tactics and integrate the marketing and customer specific activities in channel/customer plans • Establish Trade Category Investments needs having the input from Channel (NSM & KAM)• Understand consumer as shoppers in category and also customer needs in terms of category development and support local Channel Managers while preparing Customer Marketing Plans Customer Marketing Plan • Explain (cascade down) the brand projects to Channel function (NSM, KAM) before APR meetings and together with them establish the best channel approach considering the Brand Project objectives & target; • Develop activities established at Cat/Brand level & input activities in database (ADB);• OPSO pre-evaluation for the activities initiated along with CD Finance• Implement the Activity Plan proposed in CMP and approved by the Board;• Support HQ CD Operations in monthly Forecast file review at country level before Sales forecast input Visibility activities • Develop category / brand visibility project and other brand dedicated POSMs together with CM Team in HQ ; • Set the correct Visibility range at brand project level in channel• Establish the optimal assortment and develop planograms or full Cat Man projects, cooperating and lead by Trade Category Management (HQ); • Monitoring the visibility projects implementation through sales dep. reports;• Collaboration with local agencies to adapt the POSMs to local requirements. Budget administration• Monitor the expenditures in category vs. the CMP approved, monthly and at quarterly level; • Manage Results oriented investments and evaluate return (OPSO)

• Develop & lead execution of fully integrated, shopper, customer and channel insights based brand /category solutions (Foods) & activities for Customers/Channels.•Develop & translate customer & shopper insights into business building opportunities with specific customers/channels• Brand/Customer Audit in National Category Building plan and Brand Marketing plan to come up with Customer Marketing Plan/Trade Category Plan aligned with Brand Marketing Plans.• Manage total trade investments through Pre and Post Promo evaluations and ensuring maximum return on investment activities/promotions.•Leading cross functional meetings to get their buy-in or input on promotional proposals for specific channel or customer.• Jointly Build customer/channel specific Customer Marketing Plans in line with their strategy to deliver value for the Channel/Customer and Unilever.•Integration of brand marketing plans with customer business planning and ultimately empowering this to the Territory managers as POP (point of purchase) vision that they will deploy in the market place.• Category Management (Assortment, Segmentation and Space planning) with our General and Modern Trade customers.•Integration of Customer Marketing Plans and Joint Business Plans into supply and sales operation demand planning hence an accurate internal supply forecast in line with market demand.

•Driving 2 tier sales structure (sell in and sell out) of Unilever products to Distributor and ultimately to the market as part of market development strategy.•Developing Customer/Channel Joint Business Plans with General and Modern Trade customers, executing the same to deliver growth within the Territory.•Brand/Product assortment and Channel analysis to identify growth opportunities i.e. Developing whitespace markets (Lodwar, Kakuma & Lokichogio from market size of 3Million to 7Million Ksh monthly turnover)•Implementing point of purchase vision specific to channel or customer. •Training of Key Distributor’s staff on selling skills, merchandising, building trade relations, sales analysis and report generation.•Train/Up skill and Motivate Distributor Sales team to ensure they deliver Key Point Indicators for distributor and Unilever.•Constantly coming up with promotion proposals aimed at growing Unilever market share within the territory and seeking support from cross functional teams within the business to implement promotion ultimately growing Customer (s), Distributor and Unilever.