Leeroy Claasen

Experienced FMCG and Retail Operations Leader with more than 18 years of progressive experience across supplier, retail execution, merchandising agency, and operational management environments within South Africa's FMCG sector. Extensive experience managing regional operations, retail execution, merchandising standards, customer relationships, and field teams across major retail groups including SPAR and Pick n Pay. Strong operational and commercial understanding developed through working within supplier environments, merchandising agencies, and retail channels, with proven capability in regional sales and operational management, retail execution and merchandising standards, team leadership and staff development, customer and stakeholder engagement, sales growth and operational performance, strategic planning and execution, performance management and coaching, recruitment, disciplinary processes, and employee relations, operational reporting and KPI monitoring, and data analysis and performance-driven decision-making.

Highly analytical and data-driven with strong ability to identify operational trends, improve execution standards, solve operational challenges, and support sales growth through effective planning and execution. Recognized as a hands-on leader with strong relationship-building skills, operational discipline, and the ability to manage geographically dispersed teams within fast-paced FMCG environments.

SPAR SPECIALIST - Lactalis South Africa (Parmalat)

(2026-01)

Responsible for supporting SPAR retail execution, operational standards, and sales performance across allocated regional accounts.

• Manage and support SPAR retail execution across allocated stores and regional accounts
• Act as key liaison between Lactalis and merchandising agency partners to ensure effective in-store execution
• Drive product visibility, pricing compliance, promotional implementation, and merchandising standards within the SPAR channel
• Monitor stock availability, forward share, returns, and promotional performance across stores
• Build and maintain strong working relationships with SPAR store management, buyers, and operational teams
• Conduct store visits, operational audits, and execution reviews to ensure compliance with company standards
• Analyse sales performance and identify opportunities to improve operational execution and product performance
• Support sales growth initiatives through improved execution, relationship management, and operational follow-through
• Coordinate with sales teams, merchandisers, and agency field structures to improve retail performance and customer service levels
• Provide market feedback, competitor activity insights, and operational reporting to management
• Assist in identifying growth opportunities and improving regional execution standards

SPAR UNIT MANAGER - Coast & Country Sales

(2023-01 - 2025-12)

• Managed operational execution within the SPAR retail channel across multiple stores
• Led field teams to ensure effective merchandising, promotional execution, and pricing compliance
• Managed customer relationships with store management, buyers, and operational stakeholders
• Oversaw stock management, returns, product availability, and shelf execution standards
• Monitored team performance, productivity, and operational compliance
• Conducted coaching, staff development, and performance management processes
• Assisted with recruitment, disciplinary processes, and employee relations management
• Analysed operational and sales data to identify improvement opportunities and improve execution standards
• Supported operational reporting, route planning, and business improvement initiatives
• Assisted in implementing sales-driving initiatives and improving regional operational performance
• Conduct store visits, operational audits, and execution reviews to ensure compliance with company standards
• Analyse sales performance and identify opportunities to improve operational execution and product performance
• Support sales growth initiatives through improved execution, relationship management, and operational follow-through
• Coordinate with sales teams, merchandisers, and agency field structures to improve retail performance and customer service levels
• Provide market feedback, competitor activity insights, and operational reporting to management
• Assist in identifying growth opportunities and improving regional execution standards

REGIONAL OPERATIONAL MANAGER / SENIOR AREA DEVELOPMENT MANAGER / PNP SPECIALIST / AREA MANAGER - Trilink Dynamics

(2010-01 - 2023-12)

Progressed through multiple operational and leadership roles over a 13-year period within the organisation.

• Managed regional retail operations across multiple FMCG accounts and retail channels
• Led large field and merchandising teams across geographically dispersed regions
• Drove retail execution standards, sales growth, and operational compliance
• Managed relationships with store management, buyers, and key retail stakeholders
• Oversaw promotional execution, merchandising standards, pricing compliance, and stock availability
• Conducted operational audits, store evaluations, and performance reviews
• Monitored KPIs, sales performance, and operational reporting across regions
• Analysed store performance and operational data to identify trends and growth opportunities
• Coordinated route planning, scheduling, and field resource allocation
• Supported recruitment, onboarding, disciplinary hearings, and employee relations processes
• Conducted coaching, mentoring, succession planning, and staff development initiatives
• Assisted with operational restructuring and continuous improvement initiatives
• Worked closely with Pick n Pay teams to improve execution standards and sales performance
• Ensured effective communication and alignment between operational teams and customers
• Implemented data-driven strategies to improve productivity, customer engagement, and operational efficiency

AREA FIELD MARKETER - VMS – Vital Merchandising Services

(2010-01 - 2010-12)

• Managed merchandising and promotional execution across allocated retail stores
• Ensured pricing accuracy, stock availability, and shelf compliance
• Maintained strong relationships with store management
• Supported product launches and promotional campaigns
• Assisted with operational reporting and field execution activities
• Monitored store performance and identified operational improvement opportunities

SENIOR FIELD MARKETER - Daymon Worldwide

(2006-01 - 2010-12)

• Executed merchandising and promotional activities across retail stores
• Maintained product visibility, shelf standards, and pricing compliance
• Built strong customer relationships with retail management teams
• Supported sales growth through effective in-store execution
• Assisted with stock management and promotional implementation
• Conducted store reporting and market feedback analysis
• Assisted in monitoring sales trends and competitor activity within stores

Matric - Robinvale High School (2004-12)