Strategic & Operational Plan for National Key Accounts
Client Context
A leading FMCG beverage company needed to rebuild its 2022 commercial plan for National Key Accounts, covering major modern trade retailers, alcomarkets and large-format chains.
Business Challenge
The business had strong exposure to modern trade, but needed a more disciplined plan to grow share, improve category performance, protect commercial terms and accelerate execution across priority customers.
What I Delivered
Designed a full National Key Account strategic and operational plan covering customer priorities, brand growth drivers, pack-price strategy, assortment expansion, new product listings, commercial terms, promo discipline, OSA, shelf execution, joint forecasting and category reviews.
Key Workstreams
Customer-specific growth plans for national retail chains
Brand and category growth strategy for premium vodka, mainstream vodka, sparkling wine, RTD and NPD.
Execution agenda covering shelf availability, recommended price compliance and store-level visibility.
Quarterly category review process to identify mutual growth and margin opportunities.
Outcome / Impact
The plan targeted +2.89m 9L cases, equal to +38.8% volume growth, and +55% incremental gross profit in National Key Accounts.
Capabilities Demonstrated
Key Account Management | Commercial Strategy | Joint Business Planning | Category Growth | Assortment Strategy | Promo ROI | Execution Excellence
Sales Turnaround Plan — Kazakhstan
Client Context
A major FMCG beverage business in Kazakhstan was operating in a highly competitive market and needed to restore growth, improve market share, strengthen the sales organisation and rebuild commercial discipline.
Business Challenge
The business needed to reverse underperformance, improve distributor effectiveness, strengthen key account performance, optimise assortment and rebuild sales execution across channels.
What I Delivered
Designed and implemented a full sales recovery plan for Kazakhstan, covering distributor network optimisation, trade terms, key account assortment and investment review, channel sales strategy, trade marketing strategy, commercial planning and sales team effectiveness.
Key Workstreams
Sales recovery plan development.
Distributor network and trade terms optimisation.
Key customer assortment and investment review.
Channel sales and trade marketing strategy.
Sales organisation redesign.
Commercial planning process implementation.
Sales team productivity improvement.
New product category expansion into new channels.
Outcome / Impact
Delivered market share growth from 48% to 53%, sales volume growth of +10%, and modern retail share growth from 35% to 55%.
Capabilities Demonstrated
Sales Turnaround | Market Share Growth | Distributor Management | Key Account Strategy | Sales Force Effectiveness | Commercial Planning | Trade Marketing
Sales Turnaround Plan — Kazakhstan
Client Context
A major FMCG beverage business in Kazakhstan was operating in a highly competitive market and needed to restore growth, improve market share, strengthen the sales organisation and rebuild commercial discipline.
Business Challenge
The business needed to reverse underperformance, improve distributor effectiveness, strengthen key account performance, optimise assortment and rebuild sales execution across channels.
What I Delivered
Designed and implemented a full sales recovery plan for Kazakhstan, covering distributor network optimisation, trade terms, key account assortment and investment review, channel sales strategy, trade marketing strategy, commercial planning and sales team effectiveness.
Key Workstreams
Sales recovery plan development.
Distributor network and trade terms optimisation.
Key customer assortment and investment review.
Channel sales and trade marketing strategy.
Sales organisation redesign.
Commercial planning process implementation.
Sales team productivity improvement.
New product category expansion into new channels.
Outcome / Impact
Delivered market share growth from 48% to 53%, sales volume growth of +10%, and modern retail share growth from 35% to 55%.
Capabilities Demonstrated
Sales Turnaround | Market Share Growth | Distributor Management | Key Account Strategy | Sales Force Effectiveness | Commercial Planning | Trade Marketing
Commercial Planning & Performance Management System
Client Context
The business required a more structured annual planning process connecting market insights, channel strategy, customer plans, volume bridges and financial outcomes.
Business Challenge
Commercial plans needed to be more than financial targets. They had to connect market trends, customer priorities, distribution gaps, promo investment, assortment strategy and execution discipline.
What I Delivered
Built an integrated commercial planning framework across NKA, LKA and distributors, including market diagnostics, volume bridges, customer-level initiatives, brand-level plans, category priorities and KPI tracking.
Key Workstreams
Market and channel diagnostic.
Customer-level volume bridges.
Brand growth drivers.
Promo and distribution initiatives.
Direct versus indirect route-to-market planning.
KPI setting by channel, customer and brand.
Cross-functional alignment with finance, supply chain and trade marketing.
Outcome / Impact
The full plan connected market opportunities with operational initiatives across NKA, LKA, Distributor, On-Trade and Traditional Trade channels, creating a clear execution roadmap for volume, Gross Profit and market share growth.
Capabilities Demonstrated
Commercial Planning | Sales Strategy | Business Planning | KPI Architecture | Performance Management | Cross-Functional Leadership
Route-to-Market Transformation & Channel Rebalancing
Client Context
The company’s channel mix was not aligned with the structure of the market. Modern trade and alcomarkets were over-weighted, while Local Key Accounts and Traditional Trade were underdeveloped.
Business Challenge
The business had growth opportunities in under-penetrated channels, but the route-to-market model needed to be redesigned to improve coverage, channel profitability, customer control and distributor execution.
What I Delivered
Built a route-to-market transformation agenda based on market share gaps, customer segmentation, distribution coverage, direct versus indirect models, distributor economics and channel profitability.
Key Workstreams
Channel mix diagnostic.
Identification of white spaces in Local Key Accounts and Traditional Trade.
Direct contract expansion plan.
Distributor pool review and recovery actions.
Promo transmission and commercial terms improvement.
Prioritisation of high-value channels and customers.
Outcome / Impact
The plan identified that Company was underrepresented in Local Key Accounts by 7.2pp and in Traditional Trade by more than 8pp, creating a clear growth platform for RTM transformation and share capture.
Capabilities Demonstrated
Route-to-Market Design | Distributor Management | Channel Strategy | Commercial Diagnostics | Sales Transformation | Customer Segmentation
Distributor Network & Traditional Trade Recovery
Client Context
The distributor channel had declined following distributor pool reduction, reduced promo transmission and unresolved commercial obligations.
Business Challenge
Traditional Trade performance was under pressure due to lower distributor motivation, reduced coverage, gaps in promo execution and weaker field sales effectiveness.
What I Delivered
Created a distributor and Traditional Trade recovery plan focused on restoring channel performance, improving commercial terms, expanding distributor coverage, increasing promo participation and strengthening field execution.
Key Workstreams
Distributor pool review.
Commercial terms and logistics bonus reassessment.
Promo transmission improvement.
Expansion of distributor coverage in under-served territories.
Recovery of previously excluded distributors.
Field force structure and execution standards review.
Outcome / Impact
The plan targeted recovery in the distributor / Traditional Trade channel through distribution building, improved commercial terms, promo acceleration and stronger field execution. The full company plan targeted growth across Distributor, LKA, NKA and On-Trade channels, with Distributor volume planned to grow by +24% versus the previous year.
Capabilities Demonstrated
Distributor Strategy | Traditional Trade | Field Sales Effectiveness | Commercial Terms | Sales Force Management | Partner Management
Post-M&A Sales & Distribution Integration
Client Context
Following the merger of two large FMCG beverage businesses, the company needed to integrate sales, distribution, commercial terms, organisational structures, business processes and IT systems.
Business Challenge
The combined business had overlapping distributor networks, different trade terms, duplicated sales structures and separate commercial operating models. A unified commercial platform was required to unlock synergies and avoid disruption.
What I Delivered
Led the post-M&A integration of sales and distribution, including distributor and trade terms integration, sales force structure integration, sales business process integration and sales IT system alignment.
Key Workstreams
Integration of distributors and commercial terms across 190 companies.
Sales organisation integration covering 5,400 employees.
Sales business process alignment.
Sales IT systems integration.
Distributor licensing and compliance management.
New trade terms development.
Synergy tracking and implementation governance.
Outcome / Impact
Delivered approximately USD 70m annual synergy effect and generated over USD 6.5m annual savings through redesigned distributor trade terms.
Capabilities Demonstrated
Post-M&A Integration | Commercial Integration | Sales Transformation | Change Management | Distributor Terms | Process Integration | Synergy Delivery
Sales Execution, OSA & Shelf Visibility Improvement
Client Context
The company needed to improve in-store execution quality across national retailers, especially around listed assortment, shelf availability and compliance with agreed pricing.
Business Challenge
Even when products were listed, execution gaps at store level limited sales conversion, shelf visibility and category performance.
What I Delivered
Designed an execution excellence programme focused on OSA, shelf recognition, store-level assortment monitoring, RSP compliance, promo price control and service-level improvement.
Key Workstreams
OSA project launch.
Shelf Recognition for merchandisers.
Monitoring of agreed assortment by store.
Control of recommended shelf prices.
Improvement of service level from 92% to 95% in key accounts.
Joint forecasting with strategic retailers.
Outcome / Impact
The programme linked head-office agreements with store-level execution discipline, improving visibility of listed assortment and strengthening sales control across key accounts.
Capabilities Demonstrated
Sales Execution | OSA | Retail Execution | Merchandising | Digital Sales Tools | Forecasting | KPI Management
Telesales & New Field Standards Implementation
Client Context
A large FMCG sales organisation needed to improve sales force productivity, standardise field execution and introduce more efficient ways of serving customers.
Business Challenge
The existing field sales model required stronger execution standards and more efficient customer coverage. The business needed to improve productivity without relying only on traditional field visits.
What I Delivered
Designed and implemented a telesales project and new field standards to improve sales coverage, execution consistency and management control.
Key Workstreams
Telesales model design.
Field sales standards development.
Sales call standards.
Customer coverage model review.
Role clarity for field teams.
Management control tools.
Sales discipline implementation.
Outcome / Impact
Created a more efficient and controlled sales execution model, combining field force discipline with alternative customer coverage mechanisms.
Capabilities Demonstrated
Sales Force Effectiveness | Telesales | Field Sales Standards | Commercial Execution | Productivity Improvement | Operating Model Design