Goran Punic, MBA, CMI

Experience

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  Philip Morris International

  Jun 2004 - Jun 2013

  Led x- functional team of 40 employees to evaluate distribution options for Philip Morris Serbia and then planned, organised and led the team to implement a new sustainable downstream supply chain. Designed improved customer service level with the possibility for capital & overall cost reduction. Provided resources to support the commercial approach within the organisation and shift the focus of field sales force from non-core logistic to core (business and brand building) activities. Managed and proactively developed relationships with key stakeholders, such as Sales, Finance, IT, HR, Legal, Operations, CA Management Serbia, Serbian planning team and 3rd party service providers. Role required flexibility between project management discipline and adaptability to the external environment. Capex USD 7.61 million.Project results:• Cut distribution cost for USD 3.6 million/year (37%)• Contributed to an additional gross margin of USD 1.1 million/year due to a reduction of OOS• Enabled Field Sales Force capability to switch from territory to consumer management• Increased time for Business Building for 90% • Improved customer service -order to delivery cycle cut from 7 to 1 day• Changed and aligned sales, distribution, logistic, financial and sales information processes within the organisation and 3rd party Service Provider to match the new model • Planned and implemented all necessary process and SAP/sales system changes in line with new business requirements Show less Role: To plan and implement special development projects, deliver ongoing strategic input, analyses of competitive and market environments and provide support with the study of internal business issues to enhance performance. Close cooperation and good communication skills with other functional directors (Sales, Marketing, Finance, HR, Production, Legal, Corporate Affairs, IS), Managing Director for CEE and HQ in Lausanne.• Increased +5.1 % SoM and double-digit profit growth (shared achievement of Senior Leadership Team)• Analysed and presented business development opportunities for the new commercial business model (restructuring of USD 62 million commercial overheads) to top management • Contributed to the development of a new business model, commercial strategy and organisational restructuring with other functional directors• Led and coordinated the process of OB & LRP (Original Budget & Long Range Planning) and prepared presentations for HQ of Philip Morris International. • Developed and delivered pricing strategy and brand positioning proposals three times per year due to regular tax increases and an extremely competitive, price-sensitive market environment during the price war in the industry• Sponsored and actively participated in corporate intelligence projects. Result: sharing and drilling the information and shaping & visualisation of the reports based on user role and needs• Developed and implemented new internal processes and ownership regarding the report to Government Tobacco Agency. Results: clear responsibilities along the process, report delivery decreased from 7 to 2 working days and improved reliability of data• Created volume to SoM model based on AC Nielsen and internal sales data resulted in higher predictability for future reporting and more reliable KPI's in commercial plans• Prepared quality presentations and regular monthly reports for HQ of Philip Morris International (Lausanne). Show less Role: Attain volume, OCI and market share targets by managing, developing and controlling all Sales functions. Develop and implement strategies and action plans that enable PM to maintain its market position. Area app.: 7,500 customers and 9,000 sales points in direct sales and distribution and 1,300 customers supplied by two distributors in Montenegro. Leading team of 130 people ( 3 regional managers as direct reports).• Increased volume +2.1 %• Increased SoM from +1.9pp to +4.5pp per region• Created strategy and plans according to regional and country specifics • Implemented pay for performance distribution contracts in Montenegro ( 55% of spending based on Net Numeric Distribution and Out of Stock with incentive payments for sales above monthly targets), retail and KA segmentation, and KA contracts• Signed long term contracts with all major KAs (43% of volume in the area) for portfolio inclusion of at least top 15 brands, sales data exchange and brand communication• Achieved more than 96% availability (Numeric Distribution- Out of Stock) for top 15 SKU s across all regions• In the first 6 months had a double role as Regional and Area manager waiting for my successor in one of the regions• Delivered development plans for 12 Supervisors and 3 Managers• Three out of four selected Talents from the area has been promoted within the organisation Show less • Increased volume for +3.1% and SoM +1.7pps• Directed the company’s sales and distribution by developing and implementing strategies to ensure long-term competitive advantage, overseeing and coaching eight supervisors and a team of 55 people• Led planning and implementation of ongoing sales and merchandising territory redesigns • Embedded winning sales culture by implementing evidence metric-based management, regular feedback, long term development plans for local talents and empowering team members Show less Role: Develop, implement and manage KA strategy, which gains PM a position of a preferred business partner to major retail key accounts and contributes to PM equity and volume/share growth in the market. Accountable for an app. 18 % of the total PM market volume.• Increased volume for +32.0% and SoM from +3.2pp to 5.1pp in major KAs• Signed long term sales and trade program (TP) contracts with all significant KA’s with USD 2.1 million savings in the TP allowances• Built KA strategy channel roles and KA prioritisation• Implemented Joint Business Plans (JBP) with significant accounts and held regular meetings to ensure maximum trading support• Achieved100% numeric distribution for top 20 SKU’s• Projects: Pay for performance - strategically changed trading terms for KAs by implementing a matrix to reward contributors to higher profit One invoice for multiple deliveries for KAs Show less

  • Distribution Project Manager

    Jan 2012 - Jun 2013

  • Business Development and Strategic Planning Manager

    Jun 2010 - Dec 2011

  • Area Sales Manager

    Apr 2008 - May 2010

  • Regional Sales Manager

    Jun 2007 - Mar 2008

  • National Manager Key Accounts

    Jun 2004 - May 2007
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  Bulgartabac

  Jul 2013 - Mar 2015

  Head of Sales Adriatic

  Accelerated expansion of the business in the Adriatic region with creative solutions and new business models implementation. Responsible for creating strategies, sales, financial and marketing plans, brand portfolio, pricing, distribution, trade marketing and organisational development to achieve the profit and SoM growth. • Increased sales volume 11.9% in a year in declining industry (-14.0%) • Developed and implemented long term strategy and business plan • Designed, and implemented new business models in Albania, Kosovo, Macedonia, Bosnia & Herzegovina and Montenegro • Led team to prospect and close deals with the 9 new clients / (distributors and KAs) based on customer segmentation and their business potential • Brand planning - Actively contributed to the new products development, consumer and market research and launched with the team 3 new brands and 5 brand extensions across the Adriatic region• Hired key staff, set up and lead commercial organisation members across the region Show less

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  Check In Health, Medical tourism facilitator in Serbia operating under MTA expected standards

  May 2015 - Aug 2018

  Business Development Director, Co-Owner

  • Planned Strategy for new business development after an in-depth assessment of external and internal factors that resulted in a unique business model in Serbia, identified services offered to clients in targeted countries, processes, financial plan and measurement of key metrics • Learned best industry practice by attending three medical tourism conferences abroad and certified as Medical tourism professional by MTA (USA) • Researched, segmented and prioritised companies in different sectors that can fit as partners in the business model and then negotiated contracts and business processes with selected 12 hospitals, clinics and agencies at the executive level• Developed digital-marketing and sales plan with a marketing agency • Executed excellent customer service throughout the whole client journey by delivering what is promised (customer satisfaction rate of 98%) Show less

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  Gomex d.o.o food grocery chain with 146 retail outlets. 1,600 employees and 100 EUR M revenue

  Jul 2016 - Jun 2017

  Commercial Director, fixed term contract

  Role: developing and implementation of commercial business plans. Learn the organisation to understand suppliers' perspectives better and actively support/ engage in signing the JBPs and promo plans to define and achieve profitability and metrics for both parties and address shopper habits and expectations. Managing and leading commercial, marketing and merchandising department of 20 employees.• H2 2016: Turnaround of “Like to Like” YoY revenue from -2.1% to +2.1% in H2 2016• Q1 2017: YoY revenue growth +24.6%, 9.8% Like to Like, while keeping the Gross Margin percentage flat. Additional profit came from increased Trade programs and volume incentives.• The first overachievement of revenue and GM plans after 18 months• Actively contributed to 200 signed contracts by category buyers. Actively negotiated contracts with top 20 suppliers • Shared the knowledge with the commercial department about “supplier's/ producer's perspective."• 15 new retail stores branded and 10 retail stores rebranded in line with the company standardsProjects: • Total earnings by a supplier, by industry - benchmarking• Commercial organisation restructuring• Scoring suppliers by importance and performance• Active sales by staff at a cash register• The total cost of internal distribution• The new layout of the retail stores to accent the fresh category Show less

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  Primeline Group

  Jun 2019 - May 2020

  Customer Business Manager, Philip Morris

  Managing Philip Morris business performance with key retail accounts (Musgrave, BWG, Tesco) and vendors in Ireland. Development of strategy and business plans and their implementation. Responsible for customer management, strategic direction, forecasting, KPIs, JBPs, partnership building, invoicing, payments & financial planning around price increases.• Key metrics above the budget (H2 2019): Volume +2.3 M sticks; SoM +0.4pp; Net profit EUR +0.2M •Developed a mid-term strategy with critical actions and metrics and reallocated organisational resources based on category analytics, customer needs and identified market business opportunities a) Developed channel rolesb) Developed account strategies and plans including yearly marketing and promo plans and built interactive payment model to accounts based on account prioritisation and roles within channelc) Agreed JBPs and metrics with all significant accounts to ensure profitability and goals achievement d) Developed performance standards for BDRs to align performance with job expectationse) Creation and implementation of BDR incentives to gain BDR focus among shared principalsf) Selection and training of dedicated PMI team, mentoring and coaching JBM to align performance standards, improve their functional knowledge and performance Show less

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  Pursuing opportunities in FMCG/Food Grocery Sales, IT, Tobacco, Distribution, Retail

  Jun 2020 - Mar 2022

  Head of Sales, Sales Manager, Customer Business Manager, Customer Success Manager

  During the global pandemic worked to further skills and areas of expertise while working to find the next position.• Participated in webinars and online events (e.g. Food First Consulting, Shopper Intelligence, CMI), and finished online pieces of training to stay further current with my profession (Having a difficult conversation, Managing Office Politics, Google Digital Workshop - Fundamentals of Digital Marketing, Start Selling Online - e-commerce, CompTIA IT Fundamentals, Princ2 Foundation and Practitioner).• Building strategy, project plan, product development, brand identity for the new product line of aromatherapeutic products to start selling online for microbusiness KonMar Holistic Therapies. Show less

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  CENTROSINERGIJA member of MOJ KIOSK GROUP

  Apr 2022 - Jun 2023

  Director Modern Trade

  • Responsible for management and P&L of modern trade channels, which drive more than 50% of total sales• Creating strategic plans and budgets, adopting and monitoring their implementation to achieve profitable business growth• Creating an annual plan of sales and marketing activities and ensuring their outstanding execution• Creating channel roles, account strategies, promo plans and an allocating allowances based on account prioritisation and performance to influence the effective and efficient use of resources and support account programs• Leading, motivating and coaching a team of Key Account and Merchandising Managers to agree on profitable win-win solutions with customers, their implementation, build excellent business relationships, continuously improve service levels and processes, and respond to an everchanging environment• Work cross-functionally, improve and optimise processes across the organisation to achieve superb customer service levels• Ensuring the efficiency and effectiveness of the merchandising team, taking care to maximise available resources, consumers' mind space and sales Show less

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  Vet Pharmacy and Pet Shop Luna M

  Jul 2023 - now

  Co-Owner and Manager at Vet Pharmacy and Pet Shop Luna M | August 2023 - Present

  Steering the strategic vision and daily operations of a beloved pet shop in Zrenjanin, Serbia.Offering a diverse range of pet products, from essentials to premium items, ensuring customer satisfaction, measuring their success and redefining assortment based on performance and consumer demand.Negotiating with suppliers about terms and conditions, taking into account financial and inventory KPI-sDelivering ATL and BTL promo plans, tailoring merchandising guidelines, in-store communication and price promotions.Planning and measuring price promo activitiesDelivering light-hearted and humorous content on social media platforms to engage with the pet-loving community.Providing training to selling personnel for cross-selling and up-selling. Show less

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  Eurolab International Group

  Dec 2023 - now

  Consultant at Eurolab International Group Tirana| December 2023 - Present

  Spearheading comprehensive analyses of EIG Serbia's landscape, identifying trends, threats, and opportunities.Collaborating with EIG management to bridge performance and opportunity gaps through value-creating activities.Formulating behaviour change strategies, addressing motivation, competence, and coordination factors.Conducting root cause analyses, emphasising systems and structures, people, and working culture aspects.Sales & Distribution Specialist | EIG Serbia FocusEvaluating organisational dynamics, suggesting improvements in team interactions, and identifying areas for enhancement.Analysing and recommending sales and distribution improvements, focusing on route-to-market strategies and market adaptation.Offering insights into marketing enhancements aligned with Serbian consumer needs and market trends.Providing additional recommendations crucial for EIG's overall business development.Action Plan OverviewIdentify Root Causes:Utilise a holistic approach, dissecting systems, people, and working culture to pinpoint organisational issues.Create Measurable Results:Develop KPIs tied to performance and opportunity gaps, ensuring tangible outcomes.Ensure Clear Communication:Establish transparent channels for dialogue among team members, promoting collaboration and understanding.Behaviour Change Implementation:Tailor strategies addressing motivation, competence, and coordination factors for effective organisational change.Sales & Distribution Enhancement:Propose targeted improvements in team dynamics, sales strategies, and distribution channels to optimise results.Marketing Adaptation:Suggest marketing activities aligned with Serbian consumer preferences and market trends for enhanced brand visibility.Overall Business Development Recommendations:Offer insights and suggestions crucial for comprehensive business development at EIG. Show less