Naomi Wairimu, ACIM

Delivering +48% growth vs target on new premium draught format and scaling mainstream draught by +7% YoY by translating brand and commercial strategy into disciplined in-market execution across high-value on-trade environments. I lead a portfolio of premium on-trade accounts, working across distributor partners and cross-functional teams to drive growth through structured customer planning, execution excellence, and elevated consumer experience. Key Contributions & Impact: * Drive revenue growth across premium on-trade accounts by translating brand and commercial strategy into structured customer plans and disciplined outlet execution, increasing product penetration and share of wallet within key outlets. * Scaled premium draught as a key growth engine by expanding into 55+ new outlets, strengthening market presence and unlocking incremental revenue through targeted outlet selection and activation. * Elevate brand visibility and consumer experience by enforcing high execution standards (availability, visibility, activation), strengthening premium perception across high-value outlets. * Collaborate cross-functionally (sales, marketing, supply) to ensure seamless execution of customer plans, improving service levels, activation delivery, and responsiveness in-market. * Identify and unlock growth opportunities through portfolio expansion, SKU optimization, and tailored outlet strategies, increasing adoption across premium brands. * Build strong customer partnerships through insight-led commercial solutions, improving retention, loyalty, and long-term account value. * Coach and align field teams and distributor partners to execution standards, driving consistency in-market and improved performance delivery across outlets.

* Led the commercial turnaround of an underperforming territory by developing and presenting a strategic business case to senior leadership, resulting in the appointment of a new distributor partner and a complete route-to-market reset. * Grew monthly territory revenue from KES 20M to KES 140M within 3 years through disciplined execution, market expansion, and strengthened distributor capability. * Structured and optimized the territory route-to-market model, improving market accessibility, execution consistency, and distribution effectiveness across channels * Rebuilt the territory sales structure by recruiting and leading high-performing field teams, including the successful onboarding and development of a Sales Manager * Expanded territory reach through distributor development and customer infrastructure improvement, significantly strengthening coverage and execution quality. * Guided distributor operational scale-up by supporting warehousing expansion into a larger-capacity facility to accommodate accelerated demand and portfolio growth. * Improved service levels, availability, and customer satisfaction through stronger operational discipline and structured performance management. * Leveraged market insights and customer feedback to refine execution priorities, unlock growth opportunities, and strengthen competitive positioning within the territory.

Grew customer base through targeted acquisition, increasing active outlets and strengthening revenue streams across the territory Improved outlet execution using the 4A’s (Availability, Affordability, Accessibility, Activation), driving stronger product visibility and consumer uptake Optimised route-to-market, improving distribution efficiency and reducing stock-out occurrences Supervised distribution operations to ensure timely delivery and consistent availability, enhancing customer satisfaction and service reliability Delivered actionable competitor and market insights that informed pricing, positioning, and execution priorities

Designed and executed integrated marketing campaigns that strengthened brand positioning and expanded customer reach Delivered events and exhibitions that increased brand visibility and customer engagement in competitive markets Built and managed stakeholder partnerships, supporting long-term business growth and market presence Conducted market research and customer surveys to inform product development and strategic direction

Expanded customer base and grew existing accounts, contributing to increased sales volumes and improved market share within assigned territory Coached and supported sales teams to improve execution discipline, productivity, and target achievement Partnered with marketing teams to deliver customer-led initiatives that enhanced product positioning and competitiveness Improved in-store visibility by enabling access to promotional assets, strengthening brand presence at point of sale Leveraged competitor tracking and trend analysis to refine execution, helping protect and sustain growth momentum

Every Dealer Survey- Route to Market