George M.

Summary

A recipient of 50 most talented global Chief Marketing Officer’s Award in 2013, I am a solution oriented marketer with 17 years pertinent market knowledge and good understanding of East, Central and Southern Africa B2C and B2B business landscape and commercial dynamics.

A track record of 20 years in leading sales growth, business partners / distributors management, strategic market planning, brand development, distribution channel strategy, in-store communication and supply chain management with multi-national companies within East, Central & Southern Africa.

Well versed with managing complex internal and external stakeholder engagements in accomplishing business objectives. Experienced in business start-up within East, Central and Southern Africa. Poses financial acuity with management of P&L experience.

A resilient strategic person with a sturdy believe in effective product road map planning having successfully led new product launch in diverse countries, across different product portfolios in East, Central & Southern Africa region for 10 years. Good working knowledge in supply chain management in East and Central Africa having led the SCM team at LG Electronics for 2 years.

Practical proficiency in end user insight approach in strategic planning, execution, managing and monitoring (ATL, BTL, PR & Digital) campaigns within B2C and B2B market environments in East, Central and Southern Africa. Practical market research experience for 15 years within the same region of Africa.

Experienced media handling within the regional media industry for corporate brand communication and media crisis management having handled LG Electronics regional corporate communication for 2 years.

Experience

General Manager (East & Southern Africa)
PHILIPS
Kenya
April-2015 - Present

 Manage P&L to ensure business bottom line targets of ISM / IGM are met as per annual operating plan
 Build and lead a cohesive team to develop, implement, sustain and improve a business strategy to deliver targeted B2C and B2B sales volumes and revenue
 Give leadership to marketing & communication strategies (ATL, BTL, PR & Digital)
 Give leadership / insights to source, evaluate, contract and manage regional business partners / distributors
 Develop B2C and B2B go-to-market strategies including regional market distribution development
 Monitor quarterly business progress against overall strategy and take required measures in alignment with Africa management team
 Develop and maintain excellent relations with external stakeholders (distribution partners, government agencies, industries, private / public sector)
 Enhance working cooperation with internal stakeholders (production supply chain, finance, shipment logistics) to deliver timely business results
 Develop plans for the required organization structure to deliver business objectives and increase profitability through operational excellence
 Give leadership to competitive benchmarking, product selection and pricing strategy within the constraints of the overall pricing policy
 Give leadership on market trends, competition intelligence and initiate necessary market research and take actions on market intelligence data
 Engage with various external stakeholders to advance business interests in trade liaison and anti-counterfeit advocacy

General Manager (East Africa)
PHILIPS
Kenya
July-2014 - March-2015

 Manage P&L to ensure business bottom line targets of ISM / IGM are met as per annual operating plan
 Build and lead a cohesive team to develop, implement, sustain and improve a business strategy to deliver targeted B2C and B2B sales volumes and revenue
 Give leadership to marketing & communication strategies (ATL, BTL, PR & Digital)
 Give leadership / insights to source, evaluate, contract and manage regional business partners / distributors
 Develop B2C and B2B go-to-market strategies including regional market distribution development
 Monitor quarterly business progress against overall strategy and take required measures in alignment with Africa management team
 Develop and maintain excellent relations with external stakeholders (distribution partners, government agencies, industries, private / public sector)
 Enhance working cooperation with internal stakeholders (production supply chain, finance, shipment logistics) to deliver timely business results
 Develop plans for the required organization structure to deliver business objectives and increase profitability through operational excellence
 Give leadership to competitive benchmarking, product selection and pricing strategy within the constraints of the overall pricing policy
 Give leadership on market trends, competition intelligence and initiate necessary market research and take actions on market intelligence data
 Engage with various external stakeholders to advance business interests in trade liaison and anti-counterfeit advocacy

Head of In-store Brand Management & Channel Strategy (East & Central Africa)
LG ELECTRONICS
Kenya
January-2013 - June-2014

 Formulated and executed brand strategies to sustain a strong in-store brand visibility and strengthen consumer brand awareness
 Led supply chain management team and report monthly delivery performance index
 Aligned in-store brand strategies with business units sales forecast and volume targets across product portfolios to support sales through key market channels
 Managed and reported monthly distributors PSI and monitored monthly key market channels sales focus against overall each country sales target
 Developed and managed brand identity and gave lead guidance to achieve and maintain annual set targets for brand awareness, preference and TOM
 Led BTL and shopper marketing activities and gave guidance on local customization of global BTL campaigns within the context of each regional local markets
 Led distribution channel expansion strategies, relationships building and steer channels trade dispute resolutions between distributors and channel tier partners
 Guided and gave strategic directions on B2B projects in relations to competitive brand positioning for sustained business growth
 Steered anti-counterfeit initiatives in the region with various external stakeholders

Head of Marketing & Corporate Communication (East & Central Africa)
LG ELECTRONICS
Kenya
October-2010 - December-2012

 Developed, implemented and managed regional B2C and B2B marketing strategies as well as each country strategy leveraging on all elements of marketing mix and in the latter years digital marketing
 Planned, managed and led marketing strategies execution, monitoring, redirecting and ROI measurement
 Developed and managed consumer insight and GTM process to give effective guidance on product road map management, product lifecycle and portfolio management
 Led marketing research and market intelligence to provide leadership in product launches, positioning, pricing, trade promotions and sponsorships
 Led business partners / distributors identification, recruitment, evaluation and management process
 Managed internal and external corporate communications, PR management, media relations, in house magazine publication and CSR initiatives to enhance brand equity
 Led and gave regional strategic directions on B2C / B2B channels development

Regional Marketing Manager (East Africa)
LG ELECTRONICS
Kenya
April-2003 - September-2010

 Developed, implemented and managed regional B2C and B2B marketing strategies as well as each country strategy leveraging on all elements of marketing mix and in the latter years digital marketing
 Planned, managed and led marketing strategies execution, monitoring, redirecting and ROI measurement
 Developed and managed consumer insight and GTM process to give effective guidance on product road map management, product lifecycle and portfolio management
 Led marketing research and market intelligence to provide leadership in product launches, positioning, pricing, trade promotions and sponsorships
 Led business partners / distributors identification, recruitment, evaluation and management process
 Led and gave regional strategic directions on B2C / B2B channels development

Regional Marketing Manager (East Africa)
SONY
Kenya
February-2000 - March-2003

 Directed B2C and B2B strategic marketing planning and execution to support annual / quarterly sales targets within East Africa
 Formulated marketing strategies to sustained brand position and development
 Managed shopper marketing to identify and understand target consumers for appropriate product positioning within the different portfolios
 Tracked in market performance by post campaigns evaluation against relevant performance index analysis to identify improvement areas
 Conducted product trainings to the different segments of the distribution channels
 Studied market trends and advised sales teams on how findings affected product portfolios positioning and pricing
 Put in place a structure to guide and lead distributors management and business performance evaluation process

Sales & Marketing Assistant
IBM
Kenya
July-1996 - January-2000

 Pursued B2B, B2C and B2G set sales targets
 Analysed quarterly sales performance against business plans ensuring business partners are within quarterly targets and if not finding and aligning mitigating plans
 Initiated, implemented and managed brand development and marketing activities
 Developed and maintained distribution channel expansion and business relations
 Provided value added performance to business partners through product trainings, market insights and product portfolio management

Education

Marketing & Business Management
Daystar University
Kenya
August-1992 - June-1996