Amara Obrifor

Experience

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  Procter & Gamble Nigeria

  Dec 2008 - Nov 2012

  This role spanned 2 regions and 13 states in Nigeria. I was responsible to manage the company's widest region and the second largest distributor. I also had the task to design, agree and execute a Joint Business Plan that delivers on P&G's objectives and creates a Win-Win solution for both P&G and the distributor, while coaching and leading seven (7) P&G Key Account Managers who report to me across the region.I developed and agreed an audacious Business plan with the distributor based on the size of the price by brand, channel and state. This plan was to grow the business by 50%. We got it signed off and relentlessly pursued it. The hard work paid off with a 57% growth in Year 1, doubling the business in Year 2 and the distributor overtaking the then biggest distributor and became the biggest distributor in Nigeria. Coverage improved by +30% (achieved by maximizing and expanding with the existing selling tools sales and profitably adding more). I achieved Positive Market share growth across ALL brands behind my targeted expansion plan to white spaces and sub-urban areas, improved the capability of distributor sales team through trainings and clear KPIs and developed P&G Key Account managers from Proficiency levels to Mastery, resulting in the promotion of 5 of them in the next year. Show less I was responsible for Procter and Gamble business in parts of South South and South-East Nigeria. I had the task to manage the distributors and key accounts and deliver on the company's objectives on Sales, Golden stores, Distribution, Recommended pricing, right shelving and merchandising, account penetration and management for that region.The Sales volume for my territory grew a whopping +38% versus previous year behind unflinching focus on Key Volume drivers and exceptional DPSM. Onitsha (the 3rd biggest market in Nigeria) grew strong double digits and was listed in the Top 5 fastest growing markets in Nigeria. I led expansion projects with strategic targeting of territories, deployment of reps to high potential areas and appointing sub distributors for the business. This resulted in outstanding business performance that led to my promotion to Regional Sales Manager. Show less

  • Regional Sales Manager, East & Southern Nigeria

    Jan 2011 - Nov 2012

  • Key Account Manager, Eastern Nigeria

    Dec 2008 - Dec 2010
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  Procter & Gamble

  Dec 2012 - Apr 2016

  This was a national role and i was responsible for delivering the company's objectives on Corporate initiatives like Portfolio distribution growth, Superior FMOT equity growth, Multi-brand Market share growth and National Trade Spend effectiveness. I also managed the company's short, medium and long term initiative/product launch calendar and ensured preparedness/strict adherence to CPS by the product managers for every planned launch or initiative. In this role, i also worked closely with the supply chain team on Sales forecast and to quickly identify and mitigate any risks to forecasts, corporate plans or product launches.I developed a clear 'Shopper-Based Selling Guidance' with clear SKU Portfolio choices and shelf planograms for each channel (Retail, Wholesale, Baby, Pharmacy etc). I led the entire Nigeria team to execute Best-in-Class Distribution, Shelving and Merchandising in Modern Retail and High Frequency Stores. I identified Business building opportunities in Trade channels for both P&G and customers, developed how-to-win strategies and led the execution with the field team. I developed the company's 'Brand Building Master Plan Calendar' and ensured corporate stretch plan delivery. The results were in line with Forecast. I led trade spend effectiveness nationally with the Sales organization and ensured financial stewardship via internal monthly audits on selling processes, resulting in improved audit results and sales team compliance scores. I developed talents, led, trained and motivated my organization. Show less This was a national role and i was responsible to redesign the company's Golden stores Program across the country and to engage/excite the Sales organization to deliver on the stretch 60% objective. I was also responsible for focusing the Sales team on Monthly Priorities and to deliver on the Launch objectives of 3 newly launched products (Safeguard, Oral B and Ambi Pur).I redesigned the 'Golden Stores Program' for the company, defined the right product portfolio and the visibility criteria required to win in each channel. The overall result was a resounding 73% achieved (+13% vs stretch target) and best in class in IMEA. I designed the first initiative complexity matrix to enable the company manage the capacity of the Sales team. I revamped the selling audit process, driving trade spend down and delivering saving for P&G. The revamped process also benefited distributors as they got paid in monthly cycles versus previous bi-annual cycles and this positively impacted their cash flow. I led the Nigeria team to execute flawlessly on new brand launches and other initiatives, ensuring we deliver on distribution and market share targets, with a success rate of +8% versus forecast on established brands and +21% versus forecast on newly launched brands. Show less

  • Corporate Market Strategy and Planning Leader, Nigeria

    Jul 2015 - Apr 2016

  • Corporate Market Strategy & Planning Manager / Shopper Based Design Manager, Nigeria

    Dec 2012 - Jun 2015
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  Procter and Gamble Nigeria

  Apr 2016 - Feb 2017

  District Sales Lead, Lagos & Western Nigeria

  In this role, I was responsible for delivery of Sales Budget, Market Share Targets, Trade Spend effectiveness and maintaining a consistent trajectory of growth for the business, i was also responsible for forecasting and mitigating risks that may come from shifting market trends in Western Nigeria. In addition, I had the task of People development, up-skilling, mentoring and leading the junior organization effectively.I worked with multiple distributors, improved their profitability, drove sales acceleration, while strategically lowering their cost to serve. This resulted in huge annual savings which distributors reinvested into the Business. I managed the Trade spend and delivered Sales well ahead of budget (+43%) with a commendable 25% spend effectiveness versus the previous year. I developed capabilities/talents of P&G and Distributor teams resulting in very strong individual performances and overall strong team performance. I mentored Women within the Sales organization to enable them perform at their Peak. This improved the quality of gender diversity and inclusiveness we had in the Sales team. Show less

• 

  Astrazeneca Pharmaceuticals LTD, SA

  Apr 2018 - Aug 2020

  Retail Channel Operations/Route to Market Lead, Sub Sahara Africa

  I led a diverse team across Nigeria, Kenya, Ghana, Tanzania, Cote d'ivoire, Angola and Mauritius and was responsible for all in-market innovation and for field execution of Channel and Marketing strategies. I developed the retail strategy and ensured the delivery of the KPIs and objectives of the retail operations across Sub Sahara Africa. These objectives included Switch reduction in Pharmacies, developing and running Patient Adherence Programs in different markets, improving the supply chain to the Retail channel, driving supply chain integrity of our products to the retail channel and maintaining strategic stakeholder relationships with regulator bodies in the industries across Markets.I was responsible for delivering the Sales Objective, Market Share growth, Coverage, Quality of execution and other retail channel objectives of the company. I ensured improved availability of products in Pharmacies by 50% through intentional and critical supply chain management. I led coverage expansion (more than 2.5 times) across these 8 markets and established the right coverage frequency which has become the current best practice in the industry, corroborated by independent 3rd Party survey reports. I have developed and led game changing initiatives and diverse customer tailored loyalty plans that deliver beyond 40% incremental sales. Show less

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  GB Foods Nigeria

  Sept 2020 - May 2021

  Director, Business Development Nigeria

  In this role, I was responsible for Nigeria Route market Transformations, Category growth, Gross Margin improvements, Brand P&Ls, Channel Plans, 360 degree plans (i.e Marketing and Sales Plan synchronization), New Launches, Sales Organizational designs for the future etcI led the Route to market transformation for GB Foods Nigeria 4 years post inception. Piloted varying selling models in Tier 1,2 & 3 cities. Identified what works and led the implementation exercise. Worked together with McKinsey to establish competitive distributor margins viz a viz market competitions, thus transforming our “Gives and Gets” from customers, strengthening our equity with them and building a more sustainable business for the future. Designed strategic plans that improved brand shares, visibility and sales. Leveraged understanding of regional trends to recommend and propose region-specific or region-tailored initiatives, that engage consumers, shoppers and distributors within a certain region in a unique way. Show less

• 

  GBfoods

  Jun 2021 - now

  Sales Director, Nigeria

  Manage a team of 765 sales people (65 internal, 700 outsourced), coaching the team and building capabilities that birth a high performance organization, delivering leadership sales.Responsible for delivering annual growth objectives in line with the short, medium & long term goals & vision of the company. Developing strategic relationships with Distributors/customers, that successfully captures a significant share of heart with customers and prioritizes the company with them.Manage the P&L, delivering significant ROI for shareholders via value-yielding initiatives that improve Top-line and Bottom-line profitability. Evaluating selling costs and consistently recommending opportunities for COGs improvement.Responsible for designing strategic plans that position products against competition with superior leadership, and wins in the market-placeForecasting Sales for raw materials and production planning.Led the automation of sales operation processes (SAP-SFA synchronization, E-2-E sales-inventory-cash triangulation, sales incentive digitalization etc.) Oversee sales operations end to end. Show less