Ellen Madley

Experience

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  Colgate Palmolive

  Jan 2001 - Jan 2005

  • Request, sort and analyse Scanning / Nielsen / Regional Data into usable formats by Category / Region / Store to identify gaps and opportunities within accounts / regions.• Develop Placement Strategies by Retail Environment• Set up and Maintain Data Program with all data received.• Communicate to Account Teams of SKU Opportunities• Format all data into Volume and Value share and distribute to relevant Customer and Consumer Marketing Managers on a monthly • Manage product database with new listings and launches• Ensure and arrange implementation of planograms at store level• Maintain and develop old and new Category Management relationships with Buyers• Present full Category Management Reviews to all category partners / buyers once a quarter, using Nielsen and account source data. Show less

  • Category Manager

    Jan 2002 - Jan 2005

  • Category Management Assistant

    Jan 2001 - Jan 2002
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  Kraft Foods

  Aug 2005 - Aug 2006

  Trade Marketing Specialist

  • To support the development of Category Management through cross-functional consultation, interaction, development and execution of specific brands and customer initiatives.• Identify opportunities for the increased participation of Kraft Brands with their categories.• Space planning programmes to external category partners as well as internal disciplines and forward recommended layouts for partner input• Create store specific and generic planograms per category ensuring the incorporation of agreed product flows and segmentation (as per CDT), according to agreed time schedule.• Co-ordinate and communicate planogram implementation schedules as agreed with customers to all relevant departments, and ensure timeous and accurate implementations occur.• Request, collate, clean and import relevant data for planogramming and range analysis purposes, including sales data and store dimension data. Show less

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  Nestle S.A.

  Aug 2006 - Oct 2008

  Category Channel Sales Development Executive - Confectionery

  • Implementation of Category and Channel strategy in order to ensure category sustainability and growth• Input into the development of Category and Channel strategy• Facilitate the translation of category and channel plans into the KAM’s category plans• Delivery ad-hoc information requested by KAM’s to assist in category presentations • Analysis for sales and marketing such as monthly category reports, quarterly reviews• Identify opportunities and issues within customers by using all market related data• Develop and manage the range of POP drivers for the shopper by channel within the agreed budget• Input into demand management (forecasting) in relating to store activities (customer promotions, sampling, pricing) as well as new launches Show less

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  SABMiller

  Oct 2008 - Aug 2011

  Off Premise Category Planner

  • Effectively manage off premise space and market share analysis in the off Premise base• Responsible for 5 Districts – East, West, Isando, Soweto and Jhb Denver• Manage and analyse store data• Category Reviews for Key Accounts and Independents for all districts• Space Management reporting weekly: - Develop and maintain Share Tracker to measure current shares vs. previous weeks, months & quarter - Key Account reports by store - Identify underperforming stores vs. target - Call Frequency report to identify calling gaps – feedback to Reps / Sales Manager / District Manager - Space to Promotion Correlation Report for both SAB and competitors - The impact Promotions have on FWD share and fridge share Show less

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  Colgate Palmolive

  Aug 2011 - Aug 2012

  Shopper Development Manager – South Central Africa

  (7 Countries - Zambia, Malawi, Zimbabwe, Angola, Mozambique, DRC and Madagascar)• Develop 5P strategies by Retail Environment for all customer formats within South Central African countries.• Communicates 5P plans to Operations and monitors implementation• Distributor training on 5P Strategy for their relevant country• Pre-Post evaluates 5P activities• Provides input on customer/ RE perspective• Assess source of growth opportunities by category/RE aligned with the Customer Development Team Show less

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  Wrigley

  Aug 2012 - May 2015

  Category / Consumer Market Insights Manager SA

  The position comprises of 3 functions:• Analytics• Consumer and Marketing Insights• Space Planning • Provide insights to Sales and Marketing using both internal, external and research consumer and shopper data resulting in actionable solutions for customers and Wrigley• Streamline & consolidate the overwhelming data flowing around the business into relevant buckets in support of ongoing business planning both internally and with customers• Deliver fact based insights and recommendations to achieve step change category performance in your customers. • Develop category leadership solutions, working with the Account Team to plan and execute a category agenda in that customer • Build external with customers and interal relationships • Provide next level analytical support for National Account Managers & Account Directors. • Lead and drive all Research Projects for SA• Execute and feedback the Research Findings Show less

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  Mondelēz International

  May 2015 - Jan 2016

  Shopper Insights Manager

  In this role I was responsible for the following key priorities:Creation and compelling communication of insights (category and x category) that can support the execution of Perfect Store, CGS, NPD/Initiatives and JBP/strategic customer relationships Understanding of the shopper and retail/customer environments through analysis of shopper dynamics, retailer information, culture and trends Building and maintenance of efficient supplier relationships to deliver the best research solutions at the optimal costTrade analytics for Spend optimization and activity planning Training Sales and category planning teams on Shopper capability tools to embed shopper understandingThe building and maintenance of efficient supplier relationships to deliver the best research solutions at the optimal Define relevant research, testing and tracking solutions to support the sell in of Perfect Store, Category Growth strategies, NPD/Key Initiatives, JBPs, and optimum in-store executionsDefine actionable insights into channels, customers and shoppersResearch plans to deliver insight to support Channel/RE plan execution 4c understanding through shopper capability tools and processes -5s, Shopper Map, Shopping MattersUse of globally implemented shopping and shopper learning, activation and tools as a lens to look at local shoppers, REs and retailersOptimal and creative research and insight solutions Synthesizing shopping, category and retailer knowledge with business knowledge to provide clear understanding of future growth drivers Show less

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  AkzoNobel

  Jan 2016 - Jul 2017

  Point of Purchase Excellence Manager

  In this role I was responsible for the following key priorities:Initiation and implementation of Category Management within Dulux businessDevelop relationships within Trade that previously were non existentIncreasing commercial skills of Sales force and 3rd Party agentsDeveloping a Go to Market strategy by ChannelDevelopment of In store Theatres for specific accountsDevelopment of POS strategies and initiatives to optimise Dulux presence within product categories within the customer environmentEnsure all POS is aligned to Global, Local, Brand and Customer requirementsStrict control of POS budget Manage POS within agreed budget POS ForecastingEnsure POS is tracked on a monthly basis and feedback given to businessEnsure POS requirements for Sales are met and agreed to in budgetAlign forecast with PlanningDevelop POS elements for launches in line with budgetDevelopment launch plan and co-ordinate activities with relevant stakeholdersDevelop all POS – Trade Presenters / In store POSAll POS must be effectively executed in trade POS ArtworkIn-store rollout of shopper experience – translation of brand activities and customer activities into practical, financially aligned and time defined in store rollout out with the objective of have high in-trade impact and enhance shopper experienceDevelopment of a channel strategyDevelopment of suitable POS solutions by channelBuild and maintain strong relationships with Key stakeholders within the POS process to ensure objectives are metKey stakeholder relationship managementDevelop relationship with 3rd Party Sales to develop and drive effective POS solutions in storePeople Management Project ManagementIn addition to my job requirements I assisted the Marketing Manager with setting up structures within the department due to my FMCG experience and knowledge Show less

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  McCain Foods

  Aug 2016 - Dec 2020

  Proactively identify, analyze, manipulate and interpret various data sets, translating data into insights Determine, analyse and drive shopper centric plans by retailer which will drive leadership in category ranging, pricing and promotions across channels.Drive clear understanding and knowledge of the retailer business and translate their requirements into strategic opportunitiesDrive ongoing proactive category data and scorecards reviews to understand performance and recommend improvements.Determine, develop and drive strategic business category plans, which are aligned to the business & marketing objectives, shopper & retailer strategiesDevelop, drive & implement long term category plansEffectively manage a combination of optimal product assortment, price, shelf presentation & tactical promotion, customized to suit the customer and shopper need Develop category/trade storiesDevelop, manage & drive the essential research requirements that will result in a clear understanding and direction on how to drive optimal consumption, shopper adoption, behaviour within the key retailers that will result in volume and profitability growth Drive and explore consumer and shopper behaviour and to drive purchase decisions. Develop and manage data suppliersDrive & manage category fundamentals & principles within the business policies, procedures and processes that will drive mutually beneficial long term relationships with internal & external stakeholdersEstablish, develop, collaborate & maintain strong working relationships with key stakeholders Drive, manage and implement the efficiencies from the combination of assortment, price, shelf presentation, promotion and in-depth retailer knowledge which optimizes the category role over time within the key retailers.Drive and develop category stories and execution plans for all NPD launches Drive and implement maximum visibility and optimization of profitable volume growth People Management Show less

  • Retail Data Analyst

    Aug 2019 - Dec 2020

  • Senior Category Manager

    Aug 2016 - Aug 2019
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  Twizza (Pty) Ltd

  Jul 2021 - now

  • Trade Marketing and Commercial Support Specialist

    Jul 2024 - now

  • Insights Analyst

    Jul 2021 - Jun 2024