About

Dynamic and resourceful professional seeking a new opportunity to leverage my academic training, professional certification (ACIM) and hands–on experience in Category Management, Marketing, Brand Management, Research & Communications. I have experience in brand and product/service advancement throu...

Skills

  • Brand Strategy
    10

Experience

Akinyi Adipo

Work experience
  • Key Responsibilities:
  • Develop for both new and existing products a market analysis which involves a deep understanding of the General Trade Market
  • Identify and evaluate market opportunities and challenges and develop solution-oriented programs
  • Conduct data analysis for the trends, market share, growth of category and work in sync with Sales team to further improve product performance
  • Prepare an annual brand activation calendar with specific goals and tactics, monitor progress and modify as appropriate.
  • Coordinate integrated business plan across operations functions, review the integrated programs and identify new programs to meet the goals and revenue objectives as necessary.
  • Track promotions and other marketing campaign performance and take corrective active accordingly
  • Train the field force in areas related to promotional claims, positioning, handling of promotional materials and defining the strategy and tactics
  • Key Achievements
  • 1. Successfully launched Energy drink, powder detergent and maize meal under the Private Label category.
  • 2. Grew category penetration of private label products from 2% in April to 10% in June (End of Q2) and a further 17% by end of Q3.
  • 3. Contributed business revenue of $6M through the successful launch of Private Label products across Kenya, Rwanda, Tanzania and Uganda

Akinyi Adipo

Work experience
  • Key Responsibilities:
  • Develop an insight framework that provides data inputs into category definition and product hierarchy, provide insight and perspective of the various channel dynamics on assigned categories. In line with this, my responsibility also includes:
  • o Assessing market competition by comparing the company's product to competitors' products
  • o Assessing product market data by calling on customers with field salespeople and evaluating sales call results
  • o Facilitating inventory turnover by reviewing and adjusting inventory levels
  • Derive category ranging, pricing and promotions across customer channels.
  • Lead category management projects to drive category growth.
  • Obtain product market share by working with sales directors/ country managers to develop product sales strategies
  • Support introduction of new products to market by analyzing proposed product requirements and product development programs; preparing return-on-investment analyses; supporting Products Development team with insights & market nuances
  • Recommend the nature and scope of present and future product lines by reviewing product specifications and requirements; appraising new product ideas and/or product or packaging changes.
  • Develop category roadmap and NPI
  • Build business plans and identify new market opportunities for the category.
  • Key Achievements:
  • 1. Worked with the Engineering team to develop the first PayGo lantern in d.light based on customer feedback and led the product launch
  • 2. Led the launch of Burn clean cookstoves in Kenya, Nigeria and Uganda
  • 3. Developed a two-year product roadmap for the Portables category greatly informed by customer needs, market trends and Research
  • 4. Actively engaged in the FY23 strategy meetings for Kenya and Uganda

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