Peter Ajulu

Peter is a Commercial Executive with over 20 years of progressive leadership experience driving revenue growth, commercial transformation and market expansion across the Retail, FMCG, Renewable Energy and Circular Economy sectors. Recognised for building high-performing commercial organisations, designing scalable growth strategies and leading cross-functional teams to deliver sustainable business results. Proven expertise in commercial strategy, business development, route-to-market optimisation, sales leadership, sourcing, key account management and strategic partnerships.

I have worked closely with corporate clients, development partners, county governments and international organisations to develop commercially viable, socially impactful and environmentally sustainable business models. My leadership philosophy centres on empowering people, leveraging data-driven decision-making and building customer-centric organisations that consistently outperform expectations. I am passionate about helping organisations unlock sustainable growth through commercial excellence, innovation and strategic leadership.

Business Development Consultant - Budget Wear Limited - Nairobi

(2025-02)

Engaged by Budget Wear Limited to lead the transformation of the company's commercial operations across a 12-outlet retail network. Provide strategic leadership in sales, marketing, customer acquisition, inventory optimization and business expansion while establishing scalable commercial systems to support sustainable growth and profitability.

• Lead the development and execution of the company's commercial strategy.
• Design sales structures, KPIs, incentive programmes and performance management systems.
• Drive customer acquisition through integrated digital and traditional marketing initiatives.
• Develop inventory optimization strategies across the retail network.
• Conduct market intelligence and competitor analysis to identify new growth opportunities.
• Advise senior leadership on commercial expansion and operational excellence.
• Increased company revenue by 25% through commercial restructuring and inventory optimisation.
• Delivered 28% profit growth by implementing customer-centric programmes and performance incentives.
• Introduced TikTok commerce, generating approximately 10% of total company revenue within seven months.
• Increased customer acquisition by 15% through targeted marketing campaigns.
• Established standardized sales manuals, appraisal systems and incentive frameworks across the business.

Head of Commercial - Mr. Green Africa Trading Company - Nairobi

(2022-06 - 2024-12)

Provided executive leadership for the Commercial Division, overseeing Sales, Marketing and Sourcing functions during a period of rapid organizational growth. Responsible for commercial strategy, revenue generation, market expansion, strategic partnerships and operational transformation.

• Directed overall commercial strategy across multiple operational markets.
• Unified Sales, Marketing and Sourcing into a single commercial function.
• Led business planning and revenue growth initiatives.
• Built strategic partnerships with multinational corporations, county governments and development organisations.
• Oversaw commercial analytics and executive performance reporting.
• Led organizational restructuring and commercial capability development.
• Established the company's first fully integrated Commercial Department.
• Delivered record quarterly revenues of KSh 52 million.
• Reduced sourcing costs by 20% through innovative franchise and aggregator models.
• Negotiated strategic partnerships with Shell Vivo Kenya, Total Kenya, WWF and UN-Habitat.
• Expanded commercial reach by 25% across multiple markets.
• Created new revenue streams through carbon credit initiatives and PAKPRO partnerships.

Sales Manager (Department Head) - Mr. Green Africa Trading Company - Nairobi

(2020-06 - 2022-01)

Led the Sales Department during a period of accelerated business growth, developing commercial strategies that significantly expanded market share, strengthened customer relationships and improved operational efficiency.

• Led national sales strategy and execution.
• Managed commercial planning and forecasting.
• Developed high-performing sales teams through coaching and mentoring.
• Negotiated commercial agreements with key customers.
• Collaborated with cross-functional teams to improve customer experience and operational performance.
• Increased departmental revenue by more than 100% within two years.
• Implemented CRM systems that improved lead conversion by 40%.
• Expanded the customer portfolio by 80%.
• Reduced sales cycle time by 25%.
• Increased market share by 25% through integrated commercial planning.

Independent Consultant - Greenlight Planet Kenya - Kenya

(2019-03 - 2020-05)

Provided strategic consulting services to strengthen commercial performance, market expansion and customer acquisition across Kenya's off-grid solar sector, supporting business growth through innovative sales and distribution strategies.

• Advised on commercial strategy and sales optimisation.
• Conducted market analysis and customer segmentation.
• Designed sales capability development programmes.
• Built strategic distribution partnerships.
• Evaluated commercial performance through KPI monitoring.
• Increased sales performance by 30%.
• Expanded rural market penetration by 20%.
• Improved sales closing rates by 35% through capability development.
• Established strategic field partnerships that accelerated market expansion.
• Strengthened the company's market positioning across Eastern Kenya.

Commercial Manager – Retail - Greenlight Planet Kenya - Kenya

(2016-09 - 2019-02)

Directed commercial operations across General Trade, Key Accounts and SACCO channels, leading retail expansion, distribution strategy and partner development to accelerate revenue growth and national market penetration.

• Increased revenue by 40% within two years.
• Established more than 50 SACCO partnerships.
• Improved Key Account performance by 35%.
• Reduced stock-outs by 25%.
• Led the company's highest-performing region globally during 2018.
• Developed and coached a commercial team of more than 40 professionals.

Senior Associate – Global Partnerships (ROW) - Greenlight Planet Kenya - Kenya

(2014-06 - 2016-08)

Led strategic partnership development across emerging international markets, supporting business expansion through distributor development, commercial negotiations and cross-functional collaboration.

• Signed more than 15 international distribution partners.
• Supported expansion into five new countries.
• Generated over USD 850,000 in commercial agreements.
• Reduced product launch timelines by 20%.
• Developed a partner performance management framework adopted across international operations.

Key Accounts Manager - Weetabix East Africa - Kenya

(2014-01 - 2014-06)

Managed strategic retail partnerships across major supermarket chains and wholesale accounts, driving revenue growth through customer relationship management, commercial negotiations and category development.

• Increased key account revenue by 25% within six months.
• Negotiated long-term agreements with Naivas, Cleanshelf and Eastmatt.
• Maintained 95% product availability across key retail customers.
• Increased promotional sales by 20%.
• Achieved 90% customer retention.

General Trade Manager - Weetabix East Africa - Kenya

(2011-04 - 2013-12)

Led General Trade operations across Kenya, managing national distributor relationships, route-to-market execution and field sales teams to accelerate market growth and improve operational performance.

• Increased General Trade sales by 45%.
• Expanded the national distribution network by 25%.
• Reduced distribution costs by 10%.
• Led a nationwide campaign that increased sales by 25% within six months.
• Managed and developed a team of 30 commercial professionals.

Regional Sales Representative - The Breakfast Cereal Company Kenya Ltd - Nairobi

(2009-01 - 2011-03)

Managed regional sales growth across Nairobi by expanding distribution, strengthening customer relationships and driving successful product launches.

• Increased regional sales by 25%.
• Opened more than 50 new retail accounts.
• Exceeded sales targets by an average of 20%.
• Led successful product launches and promotional campaigns.
• Recognised as the company's top-performing Regional Sales Representative in 2010.

Sales & Marketing Representative - Tropical Pharmaceuticals Ltd - Mombasa

(2008-09 - 2009-08)

Drove commercial growth across the Mombasa region by developing healthcare partnerships, increasing product awareness and strengthening customer relationships.

• Increased regional sales by 20%.
• Successfully launched three new product lines.
• Increased regional market share by 15%.
• Built relationships with more than 30 healthcare professionals.
• Contributed to significant improvements in customer retention and brand visibility.

Area Sales Representative - Medisel Kenya Ltd - Nairobi, Coast and Eastern Kenya

(2006-01 - 2008-09)

Managed commercial activities across Nairobi, Coast and Eastern Kenya, building distribution networks and driving sales growth within the pharmaceutical sector.

• Increased annual sales by 18%.
• Built a network of more than 50 key healthcare clients.
• Increased regional brand awareness by 30%.
• Successfully introduced new products across multiple territories.
• Consistently exceeded monthly sales targets while improving distribution efficiency.

Bachelor of Commerce (BCom) Degree - Commerce - University Of Nairobi (2015)

Diploma in Management - Marketing Management - Kenya Institute of Management (2013)

Essential selling skills - Sales - Thorne Consult (2012)

High Powered Selling Skills - Sales - Thorne Consult (2012)

Diploma in Medical Laboratory Technology - Medical Laboratory Technology - Technical University of Kenya (2000)