Chris Rood

Experience

• 

  Synovate Aztec

  May 2005 - May 2009

  Senior Account Executive

  Projects/Responsbilities:• Managed a client service team on the Cadbury, Rhodes, Simba, Energizer, McCain, Unilever and Mentholatum Accounts• Selected for the New Business Development role, of identifying new prospective clients and successfully pitching to these clients• Comprehensive understanding of database technology and database infrastructure concepts as applicable to an information management and analysis environment• Analyzed data with a view to building information developed against a brief• Developed strong, long-term relationships with senior management across Sales & Marketing• Consulted and developed strategies to track & measure brands within FMCG• Continuous evaluation of market performance using information from multiple data sources• Generated insights and reports for client departments & supporting documentation (client and retailer reviews) Show less

• 

  Brandhouse Beverages (Pty) Ltd

  May 2009 - Dec 2013

  Developing Category and Channel Strategies for the Beer category, as well as managing a number of Projects across channels and Innovations.Other areas of responsibilities:• Developed and lead our overall most comprehensive Beer plans ever across all channels, running workshops with cross functional teams to work out the mechanics and push/pull activity, coordinating volumes, financials, criteria etc.• Project lead developing a Tier 1 tavern flagship solution• Project lead to drive new distribution opportunities for key sku’s• Support brand and activation teams developing cycle activities/promotions mechanics and point of sale material to create an effective activity with a positive return on investment Show less Managing the Guinness brand, developing and executing plans to drive rate of sale and sell out expiring stock.Other responsibilities include:• Selected as Commercial lead on the Guinness brand• Lead several Diageo plans and Write off plans to increase the rate of sale, and successfully depleted expiring stock of Guinness Original• Comprehensive Measurement & Evaluation (pre and post analysis) of all Guinness plans and projects for our Customer Marketing Director• Lead the development of our Guinness plans for the year• Managed the day to day projects and tracking of Libra, our 3rd party sales force, ensuring plans are timeously and brilliantly executed, with weekly reporting and tracking Show less Developing Category and Channel plans for the Total Spirits category, including tools, support and custom visibility.Other responsibilities included:• Lead breakthrough Smirnoff Red and Johnnie Walker Striding Man custom visibility projects• Represented the Spirits team in Customer Collaboration sessions with key customers• Played a lead role in selecting and procuring relevant Quality, Distribution, Visibility, Pricing and Persuasive elements based on knowledge gained in trade and planning using designated budgets• Understanding key growth drivers by category and how to leverage effectively• Lead the presentations of new Trade Segmentation nationally• Helped develop ‘best practice’ category development process and tools• Developed reporting for senior leadership• Embedded promotional effectiveness as a way of working• VEO/CSI chairman• First Aid Level 1 representative• Drink IQ responsible drinking presenter to all new inductees Show less Projects/Responsibilities:• Managed the tracking of cycle activities including weekly reporting• Utilize customer specific data (i.e. Nielsen, Adcheck, BMI, Aztec, Synovate Research, SALBA)• Developed and updated the monthly Diageo Scorecard and Shareholder Reports• Played a key role in launching and setting up Intouch (PDA) data management and reporting• Supported the full Commercial Team with my strong analytical abilities• Weekly Forecasting Reporting for Total Beer, FABS and Spirits• Key Account Partnership Projects• VEO/CSI chairman managing community projects• Drink IQ responsible drinking presenter to all new inductees Show less

  • Category Development Manager On Trade and Route to Market - Beer

    Jul 2012 - Dec 2013

  • Innovation Commercialisation Manager - Guinness

    Apr 2012 - Jul 2012

  • Category Manager On Trade Spirits

    Jul 2011 - Apr 2012

  • Commercial Analyst

    May 2009 - Jul 2011
• 

  Evolabs (Pty) Ltd

  Jan 2014 - Dec 2015

  Sales and Trade Marketing Manager

  Interact across pharmaceutical wholesalers, independent pharmacies, and formal retail coupled with the management of Evolabs outsourced route to market partners. Lead the Trade team including another Sales and Trade Marketing Manager and a Trade Marketing Assistant.Develop the best in class strategy for each channel and region to aid us in becoming the best skincare company in South Africa.Other responsibilities/achievements include:• • Set the strategy for and manage the trade marketing team – two direct reports• Work closely with the Managing Director to develop category strategies• Manage third party relationship with Permark supply network• Resolved stock management and planning constraints with our biggest retailer, leading to record promotions and great overall business growth in 2014• Play a key role in monthly forecasting and budget requirements• Work collaboratively with the Marketing and Finance departments• Lead the operational execution, planning and training for our new exclusive range, Lipidol• Won the award for best exclusive launch in Clicks in 2014• Gained new direct accounts with Online customers• Developed and executed plans turning around the Bio-Oil performance in the Baby City group• Use my excellent numeracy, analytic and data-interpretation skill to develop ongoing insights Show less

• 

  Duracell SA

  Jan 2016 - now

  • Lead on external partnerships• Lead on all marketing initiatives• Responsible for full marketing budget• Work jointly with the Sales & Managing Director to develop category strategies• Capturing of market, customer and competition trends and integrating them into category plans• Analyze category, shopper data level and transform insights into winning plans• Lead on development of annual brand building initiatives• Design and deliver plans and toolkits to win through storewide strategy and concept sells• Design and deliver promotional strategies that drive value creation• Key role in volume forecasting• Management of all Sub Sahara Africa full service distributors• Develop JBP with all Sub Saharan Africa full service distributors Show less

  • Category Director

    Jan 2020 - now

  • Consumer and Trade Marketing Manager Sub-Saharan Africa

    Jan 2016 - Dec 2019