Rufus Appiah
Sales Executive
Brunswick,GA
Summary
Enterprising National Sales Manager adept in conducting competitive analyses to focus marketing strategies. Strong record Of ensuring both Top and bottom line are healthy. offering near one decade experience managing team of 200 employees and 6 to 10 digit US$ annual turnover.
Overview
8
8
years of professional experience
4
4
years of post-secondary education
Work History
National Sales Manager
Promasidor Holdings Limited
Tanzania, Rwanda, Uganda, Burundi, Zambia, Mali, East Africa
01.2023 - Current
- Team Management: Lead, Coached, and developed a team of 8 Regional and 65 District sales managers to drive and execute National sales strategies to meet Top line targets (Revenue and Volume Target)
- Distributor Partner Management: Developed relationships with 9 Key Distributor partners (KD), put in place systems to benchmark and establish clear expectations for KD performance, Lead quarterly Business Reviews with KDs to drive KPIs/brand revenue goals, and analyze the distributor structure & making recommendations to the KD.
- P&L Management: Design accurate and timely forecasts, Create and ensure Mgnt NM% is achieved/quarter, allocate and manage A&P cost effectively to realize a decent PAT.
- Analyze Market trends: Use of Sales Automation tools (Go-to-Market) to analyze all market trends and competition activity to identify growth opportunities. Collaborate with other departments to ensure alignment of sales efforts with overall company objectives.
- Drive and manage revenue targets with key regional accounts. Ensure a double digit growth YoY.
- Trade visits to ensure execution of national objectives well implemented on the regional and district levels.
- Annual & Quarterly objective review of regional & district teams.
- Annual & Quarterly National reviews with the Board.
Regional Sales Manager
Promasidor Holdings Limited
Monrovia, Liberia
08.2018 - 12.2022
- Co-designed and successfully engineered Liberia's route to market in 2018 and successfully introduced redistribution in the region.
- Increased total area volume performance from 300mt to 4200 metric tons thus 200% growth year on year (2019 to 2022).
- Successfully introduced 2 new brands (Miksi milk & Yumvita infant cereal).
- Developed and maintained strong customer commitment and compliance to company's operations.
- Effectively created and grew the Modern trade and wholesale channel which was a game changer to the Top line.
- Managed and motivated sales team to increase revenue by 17% month on month from 2019 to 2022.
- Catapulted Distributor Partners sales by average 200% and surpassed goals, using forward-thinking management approaches with close monitoring of secondary sales and sales trends.
- Expanded market shares by a credible 55% through Neighborhood and open market sales, with continues growth of product availability and visibility across all ranges throughout trade.
District Sales Representative
Promasidor Ghana Limited
Tamale, Ghana
04.2016 - 06.2018
- Conducted market research to identify potential customers and develop sales strategies.
- Developed relationships with key accounts, providing technical advice and support.
- Drove volume from 83mt to 286mt within the period.
- Ensured availability, visibility and accessibility of our SKUs in trade.
- Ensured 100% route compliance by sales reps.
- On-field accompaniment of sales reps to coach and train them.
- Ensure Block eye-level merchandising in all modern trade outlets.
- Ensure 80% TO 90% hit rate and a drop size of at least 5cases per call.
- Gathered customer feedback to inform product development decisions.
- Organized promotional events to increase product awareness in the local area.
- Managed a portfolio of 2540 retail customers and 250 wholesalers ensuring their needs were met on an ongoing basis.
- Resolved customer complaints in a timely manner while maintaining a positive relationship with clients.
- Maintained accurate records of all sales activities including orders, pricing and delivery information.
- Analyzed competitor activity and adjusted strategies accordingly.
- Generated weekly reports on sales performance metrics for management review.
Education
Bachelor of Science - Mathematics With Economics
University For Development Studies
Ghana 08.2010 - 07.2014
Skills
- KPI Tracking
- Key Account Management
- Account Retention
- Performance Improvements
- Solution selling
- Business Development
Timeline
National Sales Manager
Promasidor Holdings Limited
01.2023 - Current
Regional Sales Manager
Promasidor Holdings Limited
08.2018 - 12.2022
District Sales Representative
Promasidor Ghana Limited
04.2016 - 06.2018
Bachelor of Science - Mathematics With Economics
University For Development Studies
08.2010 - 07.2014
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