Shaheen Laalje

Experience

• 

  Diageo

  Jan 2014 - now

  Global FMCG experience - working with European, Asian and Latin American markets. Responsible for:- Commercial strategy: developed for global brands incl. channel strategy, execution standards, commercial propositions etc. - Revenue growth management: Developed pricing and promo strategies for global brands + mix management. Global pricing governance. - Category growth strategies - rolled out process for identifying category and portfolio strategies in markets including value pool identification and portfolio prioritisation- Experience in Global Brand Team - on brand strategy: purpose, positioning, visual identity, growth model, drivers, physical assets creation etc.- Operating model design - design of how new Luxury strategy will be executed via redesign of processes, roles, org structures and capability - Route-to-consumer design: design of coverage, callage model, city strategy, sales incentives, KPI’s - Capability - part of core team that developed and launched hybrid learning platform for Luxury Marketing and execution - Culture-first brand building - inputted into global playbook on how to build brands in culture (networks, influencers, acts and on-trade)- Experience in luxury goods / reserve luxury spirits category Show less Developed & delivered world class customer strategies and collaborative partnerships that created incremental value for the customer, category, consumer and the business concurrently: • Developed of best-in-class Account Plan that included Shelf Plan, Investment Plan and Activation Plan all in aim of delivering required growth objectives• Delivered on-time and in full execution of the Account Plan to highest standards and the measurement and evaluation of the plan to planned objectives• Management & delivery of month-month volume, NSV and profitability targets required to deliver to Annual Plan / budget objectives• Provided leadership and motivation to third party sales teams to ensure alignment behind clear, simple and powerful customer strategies• Leveraged data to drive excellence in planning, decision making & providing shopper/category insights that result in breakthrough category strategies • Developed and co-ordinated tailored brand activity by channel and major customer with cross-functional teams to deliver brand and category objectives • Delivered accurate forecasting through Sales & Operations Planning process to ensure that inventory is available as required by the sales plan Show less Developed and delivered the market NRM Strategy, ultimately delivering 3x Price/Mix target and improvement in NSV/EU of 8% - with highlights as follows: • Delivered a conditional, defensible & performance based Trade Investment strategy aligned to the business mission – resulting 15%+ TI savings & conditionality >80% • Lead best-in-class fact based & insights driven Headline Pricing Strategy (shared with Africa as best practice) - ultimately delivering a price benefit ahead of inflation of 5% • Developed & delivered a robust Price-Promo Framework with incremental value created for the Consumer, Customer & Diageo – reducing Volume Sold on Deal • Embedded robust monthly performance routines that assisted commercial teams in shifting from volume to value mind-set with significantly improved P&L management • Entrenched NRM Principles in Commercial Annual Plans, Marketing Business Plans and Trade Strategies - ensuring holistic plans in place to surpass sighting targets • Lead Channel & Customer Planning, delivering robust bottom-up plans for top 20 strategic customers including strong drivers of growth & trade terms roadmap • Lead Trade Terms planning & execution - supporting Key Account Managers with customer negotiations (Roadmaps, Counter Proposals & Contract Management) Commercial & Marketing Capability Developed and executed capability building programs to demonstrate NRM relevance in role & embed principles in decision making across commercial & marketing departments. This includes upskilling Account Managers in creating compelling customer value propositions.Sales & Operations Planning Key stakeholder in the S&OP Process, developing and inputting key insights into Pricing, Promo & Trade Terms that impacts sales forecast. Support CP&A & Sales with assumption building behind category trends & activity building blocks. Show less • Developed a fact based and visionary category strategy at Point of Purchase with category & brand growth drivers providing incremental scope for category growth • Successful sell-in of compelling category strategies to customers through trusted relationships resulting in achieving of category captaincy/category leadership • Ensured strategies based on fundamentals of Trade Marketing & Physical Availability, are deeply rooted in customers strategies, category and shopper insights • Roll-out of brilliant basics which include planograms based on shopper decision trees, range reviews & optimisation and space optimisation + category growth drivers. • Delivered monthly penetrating analysis of shopper, channel & regional performance, trends and competitive intelligence that informs channel and brand plans • Informing Sales & Operations Planning (S&OP)/ Integrated Business Plan through insights from market sell-out performance, competitor activity and market dynamics Customer Business Development (Route-to-Market)Ensured profitable collaboration with customers through understanding their needs & priorities. Customer performance reviews & development of propositions which included compelling growth enabler programs – Trader Programs, Reward programs, E-Commerce Joined-Up Business PlanningKey stakeholder through the joined-up business planning process which integrates Commercial, Marketing and Supply chain. This includes understanding the market landscape &, developing Marketing Business Plans, Trade Strategies, Channel & Customer Plans. Innovation CommercialisationSupport brand innovations on commercialization of innovations products in the market. Inclusive of compelling Category Stories, Trade Presentations and recommendations on Physical Availability of the product in store and on shelf. Show less • Full design & roll-out of Supplier Performance Management program (launched successfully, 1st globally at Diageo) – including Framework, Process and Templates • Ongoing review and management of supplier performance and relationship (improvement in supplier performance by 20% during Q1) • Establishment of Key Performance Indicators and targets set per supplier & tracking, recording and reviewing thereof • Management of weekly cross-functional team meetings with suppliers and quarterly reviews with senior supplier and Diageo leadership• Design, implementation and management of Continuous Improvement and Cost Saving plan to achieve business’s productivity agenda • Insights into market related commodities/indicators that influence procurement sourcing activities and decisions• Implementation of Category Strategy to achieve business requirements as per Raw Materials requirements• Cross functional routine work with Materials Planning team to deliver materials requirements as per Production Schedule • Negotiation of contracts with suppliers utilizing best practices and based on category strategy • Implementation of Service Level Agreements with suppliers and SPM • Sourcing activities/process relating to supply of goods and services (3 quotes, governance etc. ) Show less • Support innovations team in delivery of innovation & renovation products into local market through 6-gate project management process • Supply Lead on Innovation projects: responsible for management of procurement of materials, production planning of launch volume and cost of goods evaluation • Cross functional project team collaboration experience (supply, finance, commercial, marketing, legal etc.) to deliver successful innovation in market • Extensive experience in Packaging Development and Liquid Development • Maintenance of Data (BOM’s, Component & Product SKU’s, Info-records etc.) Show less

  • Global Reserve Luxury Growth Manager

    Mar 2022 - now

  • Senior Account Manager

    Aug 2020 - Mar 2022

  • Net Revenue Manager

    Aug 2018 - Aug 2020

  • Category Development Manager

    Jan 2017 - Jul 2018

  • Supplier Performance Manager

    Jan 2016 - Dec 2016

  • Technical Innovations Specialist

    Jan 2015 - Dec 2015

  • Supply Chain Engineer

    Jan 2014 - Dec 2014