The VAB community was created to connect top talented senior professionals across the globe to engage with CEO's/Chairmen of different industries and sectors to address their business challenges. Our community value proposition is to have a personalized and exclusive boutique platform for our advisors and clients.

STRATEGIC CONSULTANCY & BUSINESS DEVELOPMENT: Leading growth roadmap for an international start-up and FMCG trading company specialising in Hemp & CBD products (Poland). Strategic Consultancy / Chief Commercial Officer leading business development for a pan-European investment company launching medical alternative medical products into medical / pharmaceutical sectors. Assessing potential investments in Europe (investor relations).

AREA MANAGING DIRECTOR: Established South Central Europe as a new Business Unit (Cluster) and led overall business, commercial and operational performance for a key strategic area in the BAT GROUP. Led business restructuring, multi-country integration and rejuvenated commercial approach. Maintained existing revenues, margins and market shares, whilst re-positioning towards next generation products.GROWTH ACCELERATION: Accelerated growth (substantial profit increase) using commercial analytics (KPI metrics), pricing strategies and shift towards premium products. Consolidated portfolio to key international brands and high growth new category products. Strengthened multi-channel distribution (direct and indirect) and introduced direct to consumer sales. Implemented pack scanning and traceability across all distribution. EUROPEAN BOARD MEMBER & DIRECTOR: Full P&L responsibility. Attended monthly Regional Board Meetings to review commercial performance, portfolio / marketing investments, new categories (market launches), route-to-market strategies, operations / supply chain issues and a changing multi-country regulatory environment (i.e. excise duties, pricing and packaging).

MANAGING DIRECTOR & GENERAL MANAGER: Doubled turnover, increased profitability and led M&A strategy for the Central Europe Region (12 countries). Overcame significant market challenges, restructured entire region (expansion from 7 to 12 markets), relocated HQ & Central Back Office and built a resilient organisation (400 employees) to strengthen local market execution. Streamlined supply chain operations, improved quality, led SAP implementation and invested in people (talent, skills and staff engagement). PORTFOLIO STRATEGY: Migrated heritage brands into 4 core international brands, strengthened route-to-market plans (direct / indirect distribution channels) and developed regional strategy for product innovation and new launches. Improved market access, restructured sales / distribution networks and managed a multi-cultural regulatory environment (excise duties, pricing, packaging and regulatory engagement).

SALES & MARKETING DIRECTOR: Led Sales & Marketing Strategy for BAT South Africa Area (10 markets) with South Africa being the third largest standalone market globally (£1 BILLION annual turnover and major profit contributor for the entire BAT GROUP). Led People, Talent & Diversity Programme to spearhead cultural change through empowerment, diversity and talent development for progression into senior leadership positions. Delivered greater diversity across all levels of management.SENIOR BOARD RELATIONSHIPS: An influential Area Board Member with proven leadership in a challenging business environment. Overcame major pressures impacting commercial, marketing and profit performance covering regulatory changes (pricing and excise duties), marketing mix issues, route-to-market strategy (distribution model) and rapid growth of illicit trade. SALES, MARKETING & COMMERCIAL LEADERSHIP: Led International Sales, Marketing & Commercial functions for direct sales, trade marketing, brand development, distribution strategy (route-to-market), annual planning (budgets and marketing investments), consumer insights, marketing mix (communications, promotions and campaigns) and key pricing / international portfolio decisions. HIGH IMPACT RESULTS: Embedded 100% direct distribution model, increased distribution (controlled 80% market volume) and developed Direct Sales Organisation. Migrated lower-end local brands to more premium brands (reaching a higher price from direct sales), innovated propositions (packaging, pricing and promotions) and strengthened trade marketing capability across South Africa and neighbouring markets.

REGIONAL HEAD OF TRADE: Led Regional Sales, Trade Marketing & Distribution functions for the Americas Region (30+ countries excluding the US market), including in-market execution, Global Travel Retail & Key Accounts Business (£3-4 BILLION annual sales).GLOBAL STRATEGY FRAMEWORK: Embedded global strategy framework to evolve world-class Trade Marketing & Distribution capabilities and align Business Units behind regional and global development programmes. Applied a common approach and best practice standards to facilitate cross market activities and international synergies for multi-market brands. GLOBAL TRAVEL RETAIL: Significantly improved business performance. Doubled sales volume and increased profitability by expanding customer base, developing international marketing platform, standardised POS / merchandising equipment and delivered best-in-class trade capabilities.

HEAD OF TRADE: Led Sales, Trade Marketing & Distribution functions for Malaysia (a top 5 BAT GROUP strategic market, £500M annual turnover). Transformed commercial, trade marketing and distribution strategy to offset the impact of regulatory changes (end of TV advertising) and loss of market share due to intense competition.SALES & TRADE MARKETING LEADERSHIP: Scaled-up Direct Sales Organisation and set-up new distribution network to proactively reach main population hubs. Reinvigorated growth in a declining market and established a world-class Trade Marketing function to rebuild lost marketing capability (end of TV ad commercials). Created a field team (250+ people) with focus on highly visible POS merchandising, pack promotions and packaging.