Commercial director

USD 190 MM Family Care & Baby Child Care business. Dotted line Italy Mill for FC. Around 60 people organization including direct sales team. Key achievements: company reorganization executed, business back to profit after years of loss; +40% A&CP investment & new local copy; top line turnaround from CAGR -6.4% to positive in ‘20. 

Key achievements: new sales organization, reshaped Route to Market & customer missions to exploit business opportunities. Revenue management embedded in sales team: USD 10MM trade resource reallocated through CBP & Customer segmentation & USD 5MM NRR increase. Advantage survey score from 19 out of 20 to 10.

CoE (Center of Excellence) for Perfect Store: driving planning process for top 12 markets, securing monthly tracking and closing capability gaps. Identified USD 190MM opportunity in top markets, leveraging dedicated in-country planning & activation teams.

Led Brazilian PS team in order to identify and deliver Business opportunities from in store excellent activation. Identified, planned & delivered USD 17MM opportunity for 2013 and USD 70MM opportunity approved in the 2014 Annual Contract

Perfect Store project start up: Developed processes & tools; led project buy-in from key stakeholders globally and at local level to implement one Global planning and activation process across markets. Identified and materialized USD 182MM opportunity on Hot Zone.

Global Sales support in Kraft Foods project to split legacy Kraft in new company “Mondelēz International”: Built Global Sales Vision, priorities and commercial strategies.
Got engagement and support from Region/BU in order to:
•	Develop global sales plan process
•	Build commercial “road map” to “Snacking favorite’s company”
•	Build and deploy consistence sales KPI’s across regions.
•	Gap mapping across Regions between Snacking sales ambition and local status. Provided guidance to countries of know-how/methodology in order to build local plans to fill gaps.
Developed a Corporate “Customer Snacking Vision” platform. Led execution in BU to engage our customers with a competitive advantage.

Sales strategy definition to drive new KFE (Western Europe) sales organizational model. Development and implementation of sales planning processes to secure EU Category and Key customer growth. Focus on 4 key areas:
•	Win with winners: key customer mapping based on turnover, profitability and market performance; resource “distortion” on Top customers (Money/people/time)
•	Pan EU channel strategy for a sustainable growth (IC/AFH). Specific focus on discounters.
•	“Best Practices” sharing across EU to improve efficiencies to reinvest in growth initiatives (Customer profitability, Promotional evaluation, in store activities, etc.)
•	Win in Store: “Excellence execution”. Kraft “sales fundamentals” and “gold standards” definition. Gap analysis by country, process definition to secure defined level of efficiency/efficacy (White spaces, distribution, visibility, shelf shares, etc.)
Business benefit: $40MM 2010; $150MM three-year path.

Responsible for commercial management of Coop Italia and Centrale Italiana including annual agreement. Categories: Cheeses, Grocery, Confectionery, Coffee. Turnover: 100 millions €

Team made by a Senior Zone Manager, two Zone Manger, several accounts and salesmen (about 30 people); dotted line - Customer Trade Marketing Manager. The team has a direct responsibility on national territory divided in three districts mirroring Coop structure. 

The role has the complete management of all negotiation levels, Profit & Loss responsibility, strategy and objective definition and their implementation based on Investment approved from Sales Director/Marketing Dept.

Responsible for commercial management of following categories: Fresh Foods, Grocery, Confectionery, Coffee; Customer of responsibility (Modern Trade): 
PAM Group, Auchan S.p.A Group, Bennet; Intermedia Buying Group for national and international (for local country aspects) annual negotiation. 
Managed turnover: about 85 millions.
Team made by: three Key Account Managers focusing by category, a KAM assistant and a team of 10 Hyper-promoters involved in direct activity in the stores.
May'01 -  Dec.'02
Responsible for commercial management, all categories, of following Modern trade customers: 
•	Esselunga , Metro,  Intermachè 
•	Buying Groups – ESD & Mecades: commercial agreements.
Feb. '00 - May'01
•	Esselunga, Pam Group, Unes, Intermedia 1990 Buying group for annul negotiation.
Functional coordination of accounts in charge of Panorama hypermarkets.
Business size: € 75 millions. Support of dedicated Key Account.

Volume and spending objective definition by customer; strategy definition by customer and implementation in agreement with Customer Managers
Category: Coffee - Brands: Kenco, Carte Noire, Maxwell House, Mellow Bird’s, Hag, Rappor. 
Customer: Tesco, Asda, Safeway, Sainsbury, Morrisons, Coop, Waitrose, Iceland, etc.

Leader for Category Management Project for key Customer of Modern Trade.
Project leader for Italy of International Category Management “KJS Europe - Best Practices” Project in collaboration with Roland & Berger & Partner.
Responsible for Space Management projects implemented with field force and HQ support. 
Leading research plans and Trade Marketing ECR Projects.
Definition (in according with marketing), planning and implementation of promotional activities (excluded cut price) on following brands: Philadelphia, Susanna, Invernizzi, Sottilette.
Two people report to Trade Marketing Supervisor (second level and Prima Super seniority).

Responsible for Customer plan process definition, TPR budget control.
Leading several Special Projects, Area Test, ad hoc analysis.
Market analysis reports, distribution structure and shopper behaviour research. Management promotional budget (excluded cut price).
Reports to Trade operations Junior Manager a junior assistant.

Responsibility area: ice cream (Algida, Eldorado, Sorbetteria di Ranieri) and Frozen Food (Findus).
In store promotion, tailor made activities, events organization and P.O.P material creation.
Coordination of Merchandisers team and Regional Area Manager for promotion implementation.
Management of in store data monitoring and store control, space allocation projects.

Re-organization project by Mercedes-Benz Finance. Focus area: Business Reengineering