The implementation of a customer centric B2C Lead Generation Capability (Hub) for a startup within the stairlift industry in the MENA region, delivering a 96% increase in its installation base. This growth is directly attributed to an innovative marketing digital strategy, based on quality insights into customer purchase journey. • Identified and built customer centric (B2C) digital capabilities allowing low-cost access to new markets. • Invested in developing a digital footprint, SEO strategies and business processes for digital lead generation based on quality insights into customer purchase journey.• Crafted audiences optimised for social media digital channels, based on targeted consumer Persona profiles.• Adopted cost effective technology solutions, including a cloud-based CRM (HubSpot), to automate nurturing of captured quality leads.• Restructuring and re-alignment of the start-up financials, to focus on building market entry capabilities.• Re-organisation of start-up structure through zero cost approach.o Centralised hub for lead generation and conversiono Geography driven low-cost in-market footprints for customer servicing, o Outsourcing local in-market logistics, servicing and installation to trained local third parties.Consumer products | Home Medical Equipment (HME) | Durable Medical Equipment

A successful business turnaround delivering significant growth (40%) and double digit EBITA. A key strategy leadership role reporting to the CEO, for a family-owned Coffee roaster and distributor, responsible for a manufacturing site and four national distribution centres. •Launch of companywide ‘One Vision’ communication initiative, and cross functional project teams to support the delivery of ‘One Vison’ into the market place.o Relaunch of core brand portfolio based on quality consumer insights.o Investment in mass distribution retail sales capability, inspired from consumer purchase journeyo Launched of more than $1.0m of new product initiatives. •Financed new capabilities through transformation and alignment of business cost structure.o Implementation of transparent cost structures, and margin benchmarking o Reduction of production overheads, using Excel based modelling tools to optimise daily production, control finished goods levels and manage raw materials inventory.o Rationalisation of headcount around core business priorities.o Financing of extended manufacturing capabilities through subsidised loans.o Implementation of Cash Flow Management to meet financial commitments. o Adopted technology solutions to automate inventory, accounting, production, sales and management reporting, across 4 remote sites. •Re-engineered organisational structure and core business processes to support sustained growth.o Launch of sales training programs, sales support tools and pay remuneration scheme to reinforce ‘One Vision’ objectives.o Introduction of Project Management culture to accelerate new product initiatives. o Activation of Sales Information Systems to accelerate top management decision making.o Implementation of HR succession plan to identify, train and retain future business managers from within organisation.FMCG | Beverages | Vending systems | Coffee | Espresso

Launch of a Start-up ($500k annual sales) for the marketing and distribution of Home Medical Equipment , sourced from world leading, exclusive suppliers. Pioneered the sale of high value Home Medical Equipment solutions by developing B2C digital marketing sales programs to overcome price premiums for branded goods.Consumer products | Home Medical Equipment (HME) | Durable Medical Equipment

Responsible for the financial planning and delivery of the division's short- and medium-term plans.•Established a clear unit vision, focusing the unit's Management Team on priority investments that will deliver its 5-year plan.•Planned and delivered first time profit for the unit by focusing Management Team on the unit's cost structure, and providing detailed cost transparency via system solutions.FMCG - Confectionary | Food | Ice Cream | Beverages | Pet Food

Responsible for the central planning and logistics function across the Middle East ($ 120m).•Delivered in a very short time span the supply and launch of an additional $15m of sales, offsetting the potential loss of turnover from the impact of BSE on the food industry in the Middle East. •Reduced the unit's product write off yearly costs through better forecasting techniques, using novel and simple visual planning solutions.•Successfully planned and managed logistics for the launch of a $6m brand across the Middle East region, gaining 20% market share in a segment historically dominated by our biggest competitionFMCG - Confectionary | Food | Ice Cream | Beverages | Pet Food

Created this pivotal role, underpinning the unit's accelerated sales growth program ($50m to $120m), by horizontally integrating the business wide activities with the business plan. Responsible for the development, coordination, management and implementation of the unit's marketing and business activity plans, product launches and business processes. Significantly improved activity delivery time to market, setting standard lead times using project management techniques to manage delivery across 13 markets.FMCG - Confectionary | Food | Ice Cream | Beverages | Pet Food

Delivered significant growth in sales in grocery trade (20%) by improving trade coverage, distribution, new product launches and product visibility, in addition to salesforce training and activity-based sales planning.FMCG - Confectionary | Food | Ice Cream | Beverages | Pet Food