Summary
Overview
Work History
Education
Skills
Accomplishments
Programmes
Additional - Hobbies Interests
Timeline
Generic
Michael Symmonds

Michael Symmonds

Sales, Marketing & Revenue Growth Management
Cape Town

Summary

I am a strategic leader with a passion for people and their development, while committed to driving organizational success through the growth and empowerment of individuals. I possess a unique blend of strategic thinking, interpersonal skills, and a genuine desire to see others thrive. With a deep understanding of the importance of people in achieving business objectives, I leverage my strategic mindset to align organizational goals with individual aspirations. By creating a supportive and inclusive work environment, I foster a culture that values personal and professional growth. In addition to developing people, I am skilled at analyzing complex business challenges and designing strategic solutions. I have a track record of identifying opportunities for growth, driving innovation, and implementing initiatives that enhance organizational performance.

Overview

13
13
years of professional experience
12
12
years of post-secondary education

Work History

Head of Trade Marketing & Revenue Growth

Lindt & Sprüngli South Africa
Cape Town
11.2022 - Current
  • Be the Lindt Category Expert and deliver a compelling and clear Category Vision for the business.
  • Deliver Lindt Shopper Marketing Vision & Strategy across the SA market – lead the development and delivery of the plan.
  • Lead, develop and drive the strategic RGM agenda for Lindt South Africa.
  • Deliver The Perfect Store guideline for SA market.
  • Develop promotions guidelines, distribution priorities, in-store events and in-store displays.
  • Develop and implement comprehensive budgeting strategies to align with overall marketing objectives, ensuring optimal utilization of resources and cost efficiency.
  • Ensure successful in store launch of NPDs and lead the creation of selling tools / retailer stories.
  • Track, present and rank results of in-store activities and new launches in collaboration with relevant stakeholders (PCA’s).
  • Drive Retailers by strengthening relations with them, enabling Lindt and category growth agenda.
  • Input into strategic direction of Lindt SA business at key forums (GPD, SPD) in collaboration with Marketing, Sales & Commercial Finance.
  • Train the organization on best practice principles, RGM toolkits and embed RGM capabilities into the organisation.
  • Share RGM best practices and gather learnings from other countries with International Sales & other Lindt countries where applicable.
  • Prepare and deliver clear and concise presentations and reporting to communicate findings and recommendations to cross-functional and senior management.
  • Lead data collection and in-depth analysis related to pricing, sales and portfolio/customer mix as well as competitor pricing and promotional activities.

Senior Shopper & Category Manager

Lindt & Sprüngli South Africa
08.2021 - 10.2022
  • Develop strategic plans by utilising Lindt Category Vision to drive positive category growth.
  • Lead shopper insight and category insights, by leading key initiatives from project development, management to completion.
  • Leadership for Category Vision and Drivers that enables Lindt customer teams to persuade key retail partners of the Lindt category strategy.
  • Create and deliver short- and long-term shopper insight initiatives, as prioritized by the Lindt SA management team, to support MPD planning & specific segment challenges to turn shoppers into buyers of our brands.
  • Leadership of brand / account workshops to enable the Marketing, Shopper Marketing & Sales teams to develop and sell the annual seasonal plans to our key retail partners.
  • Provide support to the internal Brand and Key Account teams by conducting regular business analyses (with the focus on key strategic drivers and opportunities), presentations and merchandising solutions.
  • Proactive management of team priorities.
  • Build and develop internal reporting databases and templates.
  • Identify key trade opportunities including maximizing in-trade opportunities (ranging, distribution, merchandising and visibility).
  • Oversee development of Category Selling stories.
  • Delivering commentaries and sales analysis for monthly business review reports, pro-actively identifying business opportunities and issues.

Category Manager Food & Pet Care

MARS Multisales SSA
05.2019 - 07.2021
  • Develop strategic plans by utilizing Mars category drivers to drive positive category growth.
  • Developed detailed sales forecasts based on historical data, allowing for proactive inventory management decisions.
  • Analyzed sales performance and adjusted marketing strategies to optimize revenue generation.
  • Managed a diverse portfolio of products, ensuring optimal mix between high-margin items and cost-effective options for customers.
  • Benchmarked category performance against industry standards, identifying areas for improvement and implementing targeted initiatives.
  • Increased overall category sales by developing and executing strategic merchandising plans.
  • Led cross-functional project teams in the launch of new product lines, resulting in successful category expansion efforts.
  • Established strong rapport with suppliers, leading to favorable contract terms and better access to exclusive products or promotions.
  • Collaborated with cross-functional teams to develop promotional campaigns that effectively increased category awareness and sales growth.
  • Enhanced supplier relationships through regular communication and collaborative problem-solving efforts.
  • Optimized space allocation for product displays based on sales data, ensuring maximum visibility and sell-through rates.
  • Collaborated with sales teams to understand customer needs, tailoring category offerings to increase customer satisfaction.

General Manager

Peak Instore
04.2018 - 04.2019
  • Company Overview: (Reckitt Benckiser, Rhodes Food Group, GSK, McVities)
  • Contribute to the vision and strategic objectives of the company.
  • Ensure that the outputs and strategic objectives supports the company’s mission.
  • Provide input into the compilation of Service Level Agreements (SLAs).
  • Seek opportunities at existing key accounts.
  • Monitor costs by analysing cost allocations, identifying discrepancies, and implementing cost saving strategies.
  • Monitor performance to ensure revenue and profit targets are achieved.
  • Provide input into rates increases and costings.
  • Analyse and report on monthly financial accounts.
  • Compile and present annual budgets and forecasts in conjunction with senior managers.
  • Allocate appropriate resources to execute plans.
  • Daily KPI stats to measure efficiency levels. Deadlines essential for KPI reporting.
  • Ensure service levels are maintained in accordance with SLAs.
  • Ensure continuous client interaction, communication, and feedback.
  • Compilation and presenting of monthly and quarterly reviews.
  • Handle customer complaints.
  • Negotiate resolution of discrepancies with clients.
  • Strong focus on customer service and communication.
  • Manage the discipline in the operation according to the company’s policies and procedures.
  • (Reckitt Benckiser, Rhodes Food Group, GSK, McVities)

Marketing and Business Development Manager

Peak Instore
05.2016 - 04.2018
  • Through relationships and value add, retain existing Peak Instore client base and look for organic growth opportunities.
  • Initiate value add propositions and insights to continuously drive the value Peak Instore offers client.
  • Look for opportunities within CRM for Peak New Business.
  • Accountable and responsible to ensure Revenue and PBIT are reached.
  • Assist General Manager is the overall management of budget.
  • Look for opportunities to save cost.
  • Assist the Ops Managers and RM’s with their budget control.
  • Maximise profit margins in line with agreed targets.
  • Conduct industry related research for insights and trend in the marketplace.
  • Regular trade visits across all accounts to identify trends, insights, competitor activity, pricing discrepancies.
  • Put together survey with client marketing teams to gain relevant information on consumer behavior and market related trends.
  • Align strategies according to Client’s strategies and meet bi-weekly for planning.
  • Accountable and Responsible for Peak Instore Corporate Identity.
  • Manage all clients KPI’s and SLA’s as per agreement and contract.
  • Build and entrench relationships with clients Marketing teams and build strategies together.
  • Monthly meetings and updates with relevant Marketing/ Trade marketing personnel within each client pillar.
  • Utilised BI to monitor, gauge and track market trends and comparisons.
  • Utilised CRM as a management tool for Peak Instore.
  • Accountable and responsible for Management Mobility setup and the analysing of data and scorecards on a monthly basis.
  • Worked closely with IRS from an operational perspective to ensure healthy relationship is maintained.
  • Analysed monthly sales out data for all clients and present numbers to them and provide them with a ROI overview.

Regional Manager

Peak Instore
05.2013 - 04.2016
  • Daily trade visits done to ensure client KPI’s and strategies.
  • Build and entrench strong relationship with client in Region.
  • Monthly albums sent off to client based on successes at store level.
  • Maintain strong relationship with 3rd party merchandising agency to ensure smooth operation.
  • Responsible for recruitment in the KZN region.
  • Monthly meeting and training conducted on product Knowledge.
  • Analyse monthly sales data and report back to business.
  • Execute ad hoc promotional activities (Mama Magic).
  • Successfully launched Rhodes Fruit Juice in KZN with the first store in the country (NPD).
  • Drive NPD launches.
  • Drive brands as per seasonality along with KPI’s of Client.
  • Execute additional POS drives instore.

Sales Representative

Nestle
04.2012 - 05.2013
  • Daily trade visits done to ensure client KPI’s and strategies.
  • Build and Entrench strong relationship with client in Region.
  • Build and maintain relationship with management in all retailers.
  • Drive 4P excellence instore.
  • Drive 100% distribution and weekly deals to close gaps in Franchise stores.
  • Negotiate and sell in deals to franchise stores.
  • Work closely with store management on planograms and store relays.
  • Manage merchandisers instore and ensure stock pressure.
  • Make sure stock counts are done weekly.

Education

Honours Degree - Marketing Management

UNISA
Gauteng
01.2017 - 12.2019

Bachelor of Commerce - Marketing Management

UNISA
Durban
02.2008 - 11.2011

Matriculated -

Durban High School
Durban
01.2002 - 11.2006

Skills

Category development

Pricing strategy

Data analysis

Consumer insights

Problem-solving

Self motivation

Promotion optimisation

Strategic thinker

ROI analysis

Time management

Relationship building

Profitability optimization

Strategic account development

Continuous improvements

Persuasive negotiations

Cross-functional collaboration

Excellent communication skills

Accomplishments

  • Exceeded Target Revenue, PBIT and KPI’s for FY 2017 Peak Instore.
  • Finalist in 3 Categories in IMPERIAL Logistics ILC3 programme.
  • Peak Instore Regional Manager of the Year 2015 (Reckitt Benckiser).
  • Successfully managed to make Rhodes food Group a permanent account in KZN (2016).
  • Introduced a Hybrid model in Peak Instore which is currently in Pilot stage with 2 clients.
  • Played Rugby for Durban and Districts U20’s.
  • Represented South African in Waterpolo 2003 - 2006 and 2008.
  • Represented Gauteng Men’s Waterpolo 2018.

Programmes

  • Microsoft Office Advanced [Word, Excel and PowerPoint]
  • Presentation Skill Training [GIBS]
  • IRi [Scanned Sales Data Programme]
  • CRM [IMPERIAL Logistics Customer Relationship Management]
  • Qlik View and Advanced Mobility [Management Mobility Operational Programme]
  • Nielsen [Scanned Sales Data Programme]
  • Data Orbis [Sales out Data Programme]
  • Spar Insights [customer sales data platform]
  • Dunnhumby [Shoprite Checkers shopper portal]
  • DotActiv [Planogram software]

Additional - Hobbies Interests

  • Waterpolo
  • Cycling
  • Running
  • Squash
  • Golf
  • Enjoy Gardening
  • Taking my dogs for a walk

Timeline

Head of Trade Marketing & Revenue Growth

Lindt & Sprüngli South Africa
11.2022 - Current

Senior Shopper & Category Manager

Lindt & Sprüngli South Africa
08.2021 - 10.2022

Category Manager Food & Pet Care

MARS Multisales SSA
05.2019 - 07.2021

General Manager

Peak Instore
04.2018 - 04.2019

Honours Degree - Marketing Management

UNISA
01.2017 - 12.2019

Marketing and Business Development Manager

Peak Instore
05.2016 - 04.2018

Regional Manager

Peak Instore
05.2013 - 04.2016

Sales Representative

Nestle
04.2012 - 05.2013

Bachelor of Commerce - Marketing Management

UNISA
02.2008 - 11.2011

Matriculated -

Durban High School
01.2002 - 11.2006

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Michael SymmondsSales, Marketing & Revenue Growth Management