Emu Williams Owoferia

An accomplished, talented, innovative, result-driven Fast Moving Consumer Goods (FMCG) Professional with 15 years + leadership experience and proven expertise in Distribution, Shopper, Customer and Trade Marketing Activities Sales, Key Account Management, B2B & B2C Sales, Channel Management, Sell-in, Sell-Through & Sell-Out, Business Development, Territory Management and Commercial Strategy. I am passionate, energetic, self-motivated, versatile and a self-starter. I have a clear, logical mind with a practical approach to problem-solving and a drive to see things through to completion.

Possess strong consumer insights, brand equity building, new product launch, business strategy skills and developing exceptional talent.

Head of Clients Commercials - Back and Forth Concepts Limited

(2025)

• Client relations and management
• Drive commercial agenda which deliver healthy profit margin
• Develop and implement distribution strategies across channels.
• Develop and drive trade channel activations
• Develop New Product launch plans and execute Go To Market strategies.
• Drive growth strategies and Net Revenue Management.
• Identify barriers to penetration and develop plans to overcome them.
• Lead market share, distribution and display expansion initiatives.
• Category management strategy and execution
• Develop Perfect Stores strategies and drive execution .

Senior Consultant - Ritviewdel Concepts

(2023 - 2025)

• Client relations and management
• Drive commercial agenda which deliver healthy profit margin
• Develop and implement distribution strategies across channels.
• Develop and drive trade channel activations
• Develop New Product launch plans and execute Go To Market strategies.
• Drive growth strategies and Net Revenue Management.
• Identify barriers to penetration and develop plans to overcome them.
• Lead market share, distribution and display expansion initiatives.
• Category management strategy and execution
• Develop Perfect Stores strategies and drive execution .

Manager, Customer Marketing – West Africa - SC Johnson and Son Nigeria Limited - West Africa

(2015 - 2021)

• Led Customer Marketing activities in West Africa (Nigeria, Ghana and French West African countries)
• Supported Sales teams in presenting launch plans to major customers and secured alignment on activations.
• Managed Total SKUs (jointly with Marketing and PS) and delivered SKU optimization actions.
• Prepared countries specific annual Trade, Channel, Shopper, Consumer and Categories plans
• Led in countries product launch and Go-To-Market plans.
• Supported and drove Sales teams to achieve annual volume and value target with Trade and Consumer promotions.
• Led countries market share and distribution growth plans.
• Revenue Planning and activation strategies
• Tracked and cascaded Nielsen's data to the local and global teams
• Led market share, distribution and display expansion initiatives.
• Attended Forecast meetings to draw up company’s monthly and annual volume targets for countries in West Africa
• Consolidated of annual account plans for the countries and channels
• Planned and executed Special Pack plans consistent with agreed guidelines and principles.
• Led category and channel plans strategy and drove execution as aligned with the African cluster and global teams.
• Category management strategy and execution
• Led distribution and display expansion initiatives.
• Led the Merchandising, Assortment, Price and Promotion (MAPP) strategy.
• Led the management of merchandisers – deployment, efficiency of operations, performance.
• Worked with the African Cluster Customer Marketing in the allocation planning and monitoring of trade spends; distribute equity-building part of trade monies by channel/customer.
• Developed and executed Shopper and Consumer Promotions – local markets Customers Promotion pre- and post-ROI tracking (together with Finance)
• Helped in negotiation with customers and perfecting listing fees for NPDs.
• Drove pricing execution as per guidelines.
• Coordinated with Commercial Teams implementation of actions and progress tracking.
• Executed countries specific anti-competitive plans.
• Led work with local suppliers in the production of POSM according to global specification.
• Key Achievements:
• Led the launch and Go-To-Market plans for both Baygon orange fragrance insecticide and Mr Muscle liquid cleaners in the Pest Control and Home Cleaning categories respectively, contributing 26% of full year volume and value sales.
• Led Customer Marketing activities that led to share and distribution growth by 15% and 18% respectively in FY16 vs YA. It also led to share and distribution growth of 9% and 22% in FY20 vs YA.
• Led Go-To-Market innovation and strategy plans in FY16 that resulted in volume and value growth index of 188% vs. Past 3-year average.
• Developed Perfect Stores program in West Africa in FY16 that resulted in a growth 8,000 stores in year 1 and year on year growth index of 113% between FY17 and FY20.
• Planned and drove the execution of a Customer Marketing trade activity in Q1 of FY21 (July-September) that exceeded both volume and value budget growth index of 198% and a DPM growth index of 148%.
• Consistently achieved promotional a budget spend of less 87% in the last 5 years.

Sales Development Manager - Cadbury Nigeria Plc (Mondelez International)

(2013 - 2015)

• Contributed to the formulation and implementation of the retail and/or wholesale strategy for assigned area.
• Managed the sales force in assigned area to deliver value to the customer at the right time, place, quality and quantity.
• Grew share and distribution in relevant distribution channels.
• Ensure that all stores in the assigned environment adhere to compliance requirements in all areas of operational activities, company policies and procedures.
• Clearly communicated sales targets and retail execution goals to Reps and Merchandisers so that they stay informed of their required contributions.
• Achieved stock control targets in line with company guidelines.
• Effectively managed the performance and development of store managers to drive and maximize sales performance throughout the area. - Achieved sales, distribution and display target within assigned territory.
• Sales coverage - Achieved coverage plan for retail channels within assigned territory.
• Sales planning - Found new potential outlets within the assigned territory and developed sales plan to address these outlets.
• Sales promotion – Implemented agreed promotions in all outlets as per sales plan. Developed and agreed local promotion and implement at in store level.
• Key Achievements:
• Achieved a territory coverage growth index of 135% in 2014 vs YA.
• Led my territory to volume and value growth index of 127% and 131% respectively in June 2014 vs YA which ultimately contributed in helping the sales region delivering the highest sales by any region in the history of Mondelez Nigeria.

Assistant Manager, Marketing & Client Service - AIICO Multishield Limited

(2007 - 2013)

• Key Accounts Management.
• Led and managed Marketing/Client Service Executives in achieving company's goals and sales target.
• Keep track of all competition activities and advised management on strategies to adopt in retaining a larger share of the marketing in volumes and value.

Master of Business Administration (MBA) - Marketing - Ladoke Akintola University, Ogbomosho, Osun State, Nigeria (2014)

Higher National Diploma (HND) - Mass Communication - Auchi Polytechnic, Auchi, Edo State (2002)