Michael Laryea Mba, Pgdm, Acim Email & Phone Number

Tema, Greater Accra Region, Ghana

Ghana

• Financial Year 2023: Achieved a 16% growth vs PY in NNS and 12.4% volume growth, implemented a project-based approach (Project Dynamo) 2x2x2 Strategy, drove strategic and margin improvement brands, and expanded.
• Financial Year 2021: Achieved a 23% growth in NNS during the COVID period by deepening penetration, improving distribution for Camel and Cussons Baby in untapped markets with WH Distributors
• Financial Year 2019: Developed a well-structured RTM model for Specialized Baby and Mother Care Shops, covering 4,260 outlets with Cussons Baby Products, and introduced the OMSR model in traditional trade, resulting in.
• Financial Year 2018/19: Achieved a 17% sales growth over PY, reduced receivables days from 60 to 30,implemented a Simplified RTM Model, established a Sales Automation Model for comprehensive secondary sales data from.

Ghana

• Trained, coached and mentored sales teams to deliver superior performance and drive best practices.
• Identified and recruited sales teams and aggressive structured distributors
• Conducted sales audits and Mystery Shopping exercises nationwide
• Handled the appraisal and development of RTM (Route to Market) models
• Ran BTL activities (Brand and Sales Activation)
• Developed and setup Distributor sales operations systems

Ghana

• Financial Year 2016 (Half Year): Achieved 40% Sales growth over prior year (LY)
• Financial Year 2015; Achieved 26% Sales growth over prior year, reduced Receivables days from 42days to 30days and developed a well-structured and sustained Secondary Sales system delivering 60% sell out of Primary.
• Reported directly to the BU Head and played a crucial role in the senior management team.
• Took ownership of AOP sales numbers and Key Performance Indicators (KPIs)

Ghana

• Financial Year 2013: Developed a new non-traditional channel to contribute 26% to total company turnover
• Financial Year 2011: Achieved 45% Sales growth over prior year, 10% reduction in functional expenses and 2% reduction of trade spend percentage of Net Sales. Reduced receivables days from 30 to 16
• Reported directly to the Managing Director and a key senior management team member.
• Developed sales strategies for all sales team towards exceeding growth objectives and profit targets
• Supported distributors on the field to achieve sales distribution, visibility, and growth objectives
• Increased market share in existing markets and maximized new business development opportunities

Ghana

• Develop new business relationships, generate and negotiate new income for SC Johnson Ghana to an agreed annual target of USD 2,000,000 invoiced revenue, to increase year on year.
• Locates or proposes potential business deals by contacting potential partners; discovering and exploring opportunities.
• Screens potential business or sales deals by analyzing market strategies, deal requirements, potential, and financials; evaluating options.
• Develops negotiating strategies and positions by studying integration of new venture with company strategies and operations; examining risks and potentials; estimating partners' needs and goals.
• Closes new business deals by coordinating requirements; developing and negotiating contracts; integrating contract requirements with business operations.
• Distribution channel analysis and development

Ghana

• Formulate and execute strategic sales distribution and promotional plans intended to achieve exceptional market penetration, Implement distribution strategy to achieve market share and profitability; setting direction.
• Accelerate growth with existing customers and develop new revenue streams by maximizing distribution and positioning products in 90% of our mainstream retail distribution channel.
• Design and execute all relationship marketing communication including public relations and promotional programs.
• Manage and execute an annual Promotional activation budget USD 320,000.00
• Tasked to re-design a new Route to Market for the company.
• Create, track and evaluate internal sales and logistics reporting to identify performance and effectiveness of all sales programs, offers, channels, markets and product mix.

Ghana

• Managing an External sales team (Distributor Sales Staff) of 25 people.
• Use all available data to identify potential new customers and the reason why they would consider the brand/service on offer
• Organise and periodically analyse factors influencing profitable volumes and brand performance.
• Communicate effectively with all relevant departments to ensure awareness and understanding of customer initiated projects
• Analyze service delivery and ensure that the company can differentiate and support loyalty programmes
• Organize customer groupings and identity promotional activity which will increase sales

Ghana

• Compile and Evaluate Sales data for research project.
• Monitor return on investment across all Sales project units
• Ensure that a coherent band message is delivered across all Sales project units
• Work closely with key stakeholders – e.g. sales and product development to determine business objectives and strategy for project delivery.
• Ensure brand offering exceeds consumer expectations – and work with all relevant parties to ensure its execution. Key Achievements:
• Conducted a National research data collection exercise to launch Guinness Fridges (Project Cold) as a Point of Sales and offering ’Extra Cold “products to consumers.

Western Region Ghana

• Achieve territory targets defined line manager
• Achieve sales driver targets
• Creates enhanced wholesaler, retailer and consumer relationship.
• Gathers market and competitor information and communicates to line manager
• Ensure proper route planning

Northern Kumasi/Brong Ahafo

• Achieve territory targets defined line manager
• Achieve sales driver targets
• Creates enhanced wholesaler, retailer and consumer relationship.
• Gathers market and competitor information and communicates to line manager
• Ensure proper route planning

Iemba, Marketing

EMBA in Marketing

Graduate Diploma, Management

Graduate Diploma in Management.

Education record

Business Studies