Brendan Griggs
Johannesburg,South Africa
Summary
Dynamic commercial leader specializing in sales strategy, route-to-market planning, and key account management. Proven ability to drive business growth and profitability through effective strategic planning and change management. Skilled in leading teams to meet customer development objectives and excel in commercial negotiations. Committed to utilizing trade marketing expertise to achieve sustainable business success.
Overview
12
12
years of professional experience
1
1
year of post-secondary education
Work history
Head of Department Mondelez
Diplomat Distributors
2026.03 - 2026.06
- Established and implemented a dedicated business unit structure to strengthen accountability and execution excellence.
- Introduced innovative trade marketing solutions and activation initiatives.
- Delivered gross profit performance ahead of budget.
- Strengthened collaboration between Sales, Key Accounts, Trade Marketing and Operations.
- Spearheaded change management initiatives leading to increased adaptability amongst staff.
- Created robust reporting systems to track departmental progress accurately.
- Developed strategic plans to meet business objectives efficiently.
- Built strong relationships with key stakeholders for enhanced business operations.
- Liaised with top management to align department goals with company vision.
- Enhanced staff productivity with regular training and development sessions.
- Managed cross-department projects for better organisational effectiveness.
- Initiated cost saving measures, contributing to financial stability in the department.
- Implemented new technologies for improved workflow and productivity.
- Conducted regular performance reviews, thus raising standards of excellence.
- Formulated budget plans, ensuring optimal resource allocation and financial control.
- Worked actively with management team to create daily and weekly sales plans based on weekly sales trends.
- Established performance goals for employees and provided feedback on methods for reaching those milestones.
- Established clear budgets and cost controls strategies to meet objectives.
Head of Trade Marketing
Diplomat Distributors
2025.08 - 2026.02
- Built strategic partnerships with Mondelez, JDE and P&G.
- Developed supplier-backed activation campaigns and growth initiatives.
- Secured supplier investment through innovative commercial concepts.
- Improved promotional effectiveness, visibility, category growth and ROI.
- Led cross-functional teams for smooth execution of trade marketing campaigns.
- Leveraged data analytics for making informed trade marketing decisions.
- Developed successful trade marketing strategies by analysing market trends and consumer behaviour.
- Created compelling sales presentations, resulting in increased retailer buy-in.
- Choose appropriate channels for product promotion, maximising reach.
- Collaborated with sales team to develop impactful sales collateral.
- Coordinated product launches to enhance market penetration.
- Managed trade budgets efficiently, ensuring optimal use of resources.
- Improved brand visibility through creative in-store promotions and effective point-of-sale displays.
- Conducted market research and analysis to identify emerging opportunities and maintain competitive market edge.
- Analysed sales reports to identify trends and update strategies.
- Oversaw planning and execution of targeted sales and marketing strategies.
Head of Key Accounts
Diplomat Distributors
2024.09 - 2025.07
- Cleaned up the customer claims book and strengthened commercial governance.
- Implemented budget control processes and improved financial discipline.
- Enhanced ROI measurement for customer investments and promotions.
- Managed wholesale and buying group customer channels with 4 direct reports.
- Analysed sales data, optimised performance metrics.
- Secured long-term customer loyalty with excellent service and understanding of client needs.
- Participated in trade shows and corporate events to strengthen brand presence.
- Navigated through tough negotiations while maintaining professional working relationships.
- Maintained detailed knowledge of industry trends, positioned products effectively in the market.
- Resolved escalated customer issues promptly for increased satisfaction rates.
- Translated customer feedback into actionable insights that drove product development initiatives.
- Conducted regular business reviews, identified areas for improvement.
- Reported on account progress, targets and forecasts and sought solutions to performance issues.
- Highlighted growth opportunities within current client accounts and campaigns to increase revenue.
- Created seasonal sales plans with varying stock and promotional strategies.
Head of Field Sales
Diplomat Distributors
2022.07 - 2024.08
- Led a national field sales organisation of more than 200 employees with 5 direct reports.
- Built a high-performing culture focused on execution excellence.
- Led route-to-market expansion initiatives in informal trade.
- Expanded store coverage through sub-distributor and direct service models.
- Conducted competitor analysis to inform strategic planning decisions.
- Collaborated with marketing department on promotional campaigns which boosted product visibility in the market.
- Identified opportunities for cross-selling and upselling existing clients, improving overall sales figures.
- Resolved customer complaints promptly, resulting in improved client satisfaction scores.
- Encouraged adoption of digital tools within the team enhancing efficiency during field visits.
- Achieved market penetration with effective territory management strategies.
- Developed quarterly sales plans, leading to better predictability of revenue streams.
- Created monthly reports on team performance against targets set by senior management.
- Designed incentive schemes for the sales team, increasing motivation and performance levels.
- Oversaw team performance, resulting in improved efficiency and productivity.
- Strengthened client relations by conducting regular sales visits and follow-ups.
- Led training sessions for new field representatives to improve their sales techniques.
- Navigated assigned territory to expand client network.
Divisional Sales Manager
Diplomat Distributors
2017.06 - 2022.06
- Led approximately 120 employees across multiple regions.
- Achieved numerous sales records and recognition for execution excellence.
- Played a key role in informal trade route-to-market expansion.
- Carried out day-to-day duties accurately and efficiently.
- Increased customer satisfaction by resolving issues.
- Used critical thinking to break down problems, evaluate solutions and make decisions.
- Promoted to Head of Field Sales based on divisional performance.
Area Sales Manager
Diplomat Distributors
2014.05 - 2017.05
- Collaborated cross-functionally, enhancing internal communication and teamwork.
- Cultivated a results-driven work environment, fostering employee motivation and productivity.
- Negotiated deals with key clients to secure valuable business deals.
- Coordinated promotional events which increased public engagement with our products.
- Achieved market growth by developing robust sales strategies.
- Fostered strong client relationships for higher customer retention.
- Oversaw regional sales operations to ensure alignment with corporate objectives.
- Presented sales reports at board meetings, influencing future strategy decisions.
- Managed budget allocations for various initiatives; maximised return on investment.
- Directed staff recruitment to build a high-performing sales team.
- Trained team members for improved selling techniques and product knowledge.
- Developed new territories, expanding company reach and market share.
- Understood customer needs to craft exceptional sales journeys.
- Managed team of 20 staff, driving performance with motivational strategies to exceed sales targets.
Education
Postgraduate Diploma in Management Practice (NQF 8) - Business management
Henley Business School
Soth Africa 2021.05 - 2022.04
Principles of Project Management
University of the Witwatersrand
Management Development Programme
Diplomat SA
Skills
- Commercial Leadership
- Sales Strategy
- Route-to-Market Strategy
- Key Account Management
- Trade Marketing Leadership
- Customer Development
- Business Growth & Profitability
- Team Leadership
- Strategic Planning
- Change Management
- Commercial Negotiation
Websites
AWARDS & RECOGNITION
Two Mondelez Best Region Awards, Two Diplomat Area Sales Manager of the Year Awards, Multiple performance-based promotions over a 12-year career with Diplomat Distributors, Recognised for execution excellence and team leadership
EDUCATION & DEVELOPMENT
- The 7 Habits – Franklin Covey
- Personal Coaching Programme – Jenga Coaching & Facilitation
EXECUTIVE HIGHLIGHTS
- 15+ years FMCG leadership experience
- 12 years with Diplomat Distributors
- Five performance-based promotions
- Led teams of more than 200 employees
- Delivered consistent double-digit revenue growth
- Route-to-market expansion leadership in informal trade
- Two Mondelez Best Region Awards
- Two Diplomat Area Sales Manager of the Year Awards
Languages
English
Upper intermediate
Afrikaans
Advanced (C1)
Timeline
Head of Department Mondelez
Diplomat Distributors
2026.03 - 2026.06
Head of Trade Marketing
Diplomat Distributors
2025.08 - 2026.02
Head of Key Accounts
Diplomat Distributors
2024.09 - 2025.07
Head of Field Sales
Diplomat Distributors
2022.07 - 2024.08
Postgraduate Diploma in Management Practice (NQF 8) - Business management
Henley Business School
2021.05 - 2022.04
Divisional Sales Manager
Diplomat Distributors
2017.06 - 2022.06
Area Sales Manager
Diplomat Distributors
2014.05 - 2017.05
Principles of Project Management
University of the Witwatersrand
Management Development Programme
Diplomat SA