Jaime De Abreu Email & Phone Number

Johannesburg, Gp, Za

South Africa

­Designs and implements operational structures to enhance business efficiency and oversees restaurant performance across the region, ensuring compliance with franchise agreements and optimal operations.­Identifies growth markets and formulates strategic initiatives to expand Ocean Basket’s brand presence and position it for success over a three-to-five-year horizon.­Prepares, presents, and meets budget targets, managing gross and net profit in line with shareholder expectations, while leading long-term forecasting, revenue, and expense budgeting for divisional profit management.­Directs operations and training teams by setting and monitoring KPIs to drive measurable results.­Spearheads menu modifications to boost profitability for both franchise locations and head office operations.Led a team of 28 direct reports, including trainers, business advisors, restaurant support managers, and customer care departments.­Cultivates relationships with franchisees and ensures compliance, taking necessary action when required, including franchisee removal.

Gauteng

­Collaborated with the Regional and Divisional Manager to draft, present, and secure board approval for budgets, while managing annual sales targets of ZAR 450 million and ensuring a gross profit of ZAR 147 million.­Analysed monthly profitability, addressed variances, and controlled fixed and variable expenses, overseeing profit and loss statements for optimal financial performance.­Supervised debtor accounts to ensure compliance with trading terms and adjusted pricing strategies annually to maintain profitability and safeguard market share.­Directed brand development and implemented key marketing initiatives to strengthen positioning and expand market presence in both trade and consumer segments.­Rolled out market expansion strategies for retail agents and channel partners, while conducting joint customer visits with Business Representatives to ensure client satisfaction and guide them in resolving customer queries.­Tracked market share performance monthly, worked towards growth targets set by shareholders, and provided sales activity updates at monthly SBO meetings.­Executed customer service strategies for major accounts, including Goodyear, Bridgestone, Firestone, Napa, Midas, and others, while fostering long-term relationships with key stakeholders and identifying new business opportunities.­Partnered with the Warehouse and Distribution Manager to oversee monthly stock counts, manage accurate stock forecasting, investigate discrepancies, and implement corrective actions.­Chaired disciplinary hearings, carried out misconduct investigations, and applied appropriate sanctions as required in partnership with human resources.

South Africa

­Directed the south region's independent wholesale district, reporting directly to the Regional General Manager.­Led a team of three strategic Wholesale Sales Managers, as well as Merchandisers and support staff, including Credit and Call Centre Agents.­Managed the region’s income statement and financial performance, achieving an annual sales target of ZAR 455 million with a final margin of ZAR 180 million, and overseeing a ZAR 45 million discount budget through a strategically developed regional promotional grid.­Developed and implemented BTL marketing materials, ensuring alignment with wholesale customers' strategic goals and branding standards.­Formulated and executed the annual wholesale business plan—aligning it with district, regional, and Group strategies—while overseeing trade execution across all wholesale operations to meet ABI and Coca-Cola’s compliance standards.

­Transformed the ABI sales force by introducing innovative frameworks and strategically aligning resources to maximise performance.­Oversaw Regional Merchandising Managers, ensuring budget control, service level adherence, and regulatory compliance.­Optimised a ZAR 110 million merchandising budget by implementing a consolidated operational model through a single supplier.­Launched an advanced sales tracking system to monitor field employee activities and streamline execution.­Devised and implemented a nationwide POS distribution strategy across the ABI network.­Assisted and drove the rollout of the Market Logistic Partner (MLP) solution, encompassing distribution, warehousing, sales, credit, and reporting capabilities, while supporting process improvements and operational enhancements.

Johannesburg Area, South Africa

­Managed West Rand operations, leading a team of six Sales Representatives, two Warehouse Managers, two Merchandisers, and 150 outsourced in-store merchandisers.­Took full responsibility for the region’s financial performance, including the income statement, achieving a sales target of ZAR 288 million and maintaining a profit margin of ZAR 115 million.­Directed the allocation of a ZAR 3 million external merchandising budget to maximise ROI and drove promotional success through strategic use of the discounting budget.­Supervised sales, stock management, distribution, and warehousing at the satellite depot, while optimising the fleet of ten vehicles to improve logistics and transportation efficiency.­Developed and executed a comprehensive channel business plan aligned with district and regional objectives, ensuring compliance with ABI and Coca-Cola trade execution standards.

­Managed two major customer accounts in the Gauteng South Region, overseeing 100+ retail outlets, conducting strategic account reviews, and consistently generating orders to meet customer demands, strengthen relationships, and drive profitability. ­Managed financial accounts, including cash, credit, and company assets, to meet revenue targets, minimise losses, and maximise ROI.­Achieved double-digit sales growth by expanding market presence, strengthening ABI's position in carbonated soft drinks and alternative beverage categories, executing targeted promotions, identifying new business prospects to grow the client base, and fostering long-term customer partnerships.­Proactively addressed declining sales trends in key outlets, maximising potential revenue through targeted interventions.­Monitored competitors and market shifts, adapting business strategies to stay ahead of industry trends and evolving outlet types.­Oversaw regional and cross-border trade operations, ensuring efficient processes and capitalising on growth opportunities.

Supervised the workflow of Report Writers and Process Documentation Auditors to ensure efficient operations.Developed corrective action plans to address deficiencies in statistical data and maintain accuracy.Implemented performance management controls to ensure quality reporting and reliability of field data.Prepared monthly board packs summarising field performance for 150 field service executives and generated quarterly review reports comparing Beyond Outsourcing's performance with Vodacom’s targets.Managed the distribution and analysis of statistical reports on a daily, weekly, and monthly basis, while handling ad hoc report requests and cycle performance reports.Forecasted performance trends using current metrics and produced monthly operational and CRM performance reports for management review.Conducted periodic audits and biannual database updates to ensure data integrity and policy compliance.Monitored contract deliverables, balanced scorecards, and defect rate submissions, coordinating follow-ups with relevant departments.Established and maintained a structured schedule for regular policy and process reviews, ensuring timely audits by key teams.

Produced daily, weekly, and monthly statistical reports for all accounts, ensuring data accuracy.Prepared Board Packs and presentations for monthly operations meetings, aligning content with key account objectives.Managed and completed ad hoc requests, adhering to policies while providing timely feedback to requestors.Generated performance reports to monitor internal and external metrics, and developed balanced scorecards to deliver contract performance updates to clients and stakeholders.Generated weekly inventory reports based on precise stock take data from each account.Conducted trend analysis and provided actionable insights tailored to critical issues and specific business needs.Led the full cycle of biannual client surveys, from distribution to report generation.Ensured 50 spot checks were conducted weekly by the data capturing team to maintain data integrity.Managed fault reporting and drove improvements to meet performance targets, addressing gaps identified in scorecards and contracts.

Strengthened Vodacom's brand presence by capitalising on promotional opportunities.Planned and executed call schedules with precision.Identified and onboarded new retail outlets within the territory.Aligned stock levels, pricing, and merchandising strategies with overall business objectives.Conducted POS audits and submitted weekly reports.Maintained a 98% pass rate across all modules.Delivered projects on schedule while providing consistent progress updates.Promptly resolved in-store issues and escalated compliance concerns when necessary.Developed store-specific relationship strategies.Ensured team compliance with set operational and strategic targets.Processed financial documentation according to company standards.

Master Of Business Administration

Bachelor Of Commerce In Marketing Management

Diploma In Marketing & Business Management

Certificate In Marketing & Business Management

Senior Certificate / Matric