ROBERT CROFT

Key Responsibilities/duties included the following:

• Owned and managed the B2C product portfolio of coffee, machines, accessories and services, by translating and implementing global product launches & themes to market needs, executed CRM calendar and initiated market specific local initiatives.
• Developed the product strategy and commercial value proposition
• Reviewed portfolio performance continuously to understand and lead possible optimizations, e.g., promotion, pricing, portfolio rationalization, with support from data & insights.
• Planned the execution of the CRM calendar
• Ensured continuous improvement through leading pre and post evaluations of product launches & themes
• Optimized email campaigns to increase open and click-through rates.
• Key Achievements:
• Transition: assisted with the successful transition from distributor to Nestle Subsidiary in Sept 2022
• Machine Launches: Planned and successfully executed new Vertuo Line Machine Launches in 2019 & 2021 as well as new Vertuo Pop machine Launch in May 2023 across KSA retail channels
• Coffee Launches: Placing Limited Edition Coffee stock orders in advance annually and executed quarterly to ensure stock is sold out within the planned 8 week time period via use of selected point of sale material and CRM activities.

• Key Responsibilities/duties include the following:
• Ensured Visual guidelines were met according to global standards.
• Monitored and evaluated promotional programs and activities to measure effectiveness and recommend improvements.
• Executed comprehensive marketing plans that consistently achieved targets for increased revenue.
• Reviewed portfolio performance continuously to understand and lead possible optimizations, e.g., promotion, pricing, portfolio rationalization, with support from data & insights
• Launched successful digital marketing campaigns that achieved goals for increased website traffic.
• Optimized email campaigns to increase open and click-through rates.

• Established and cultivated solid business relationships with new or existing customers.
• Identified, hired and trained staff by teaching best practices, procedures, and sales strategies.
• Maintained relationships with Trade partners/customers and found new ones by identifying needs and offering appropriate services.
• Grew sales and boosted profits, applying proactive management strategies and enhancing sales training.
• Assigned to Arrow-Food Egypt (based in Cairo) to assist with their Trade Implementation

• Determined layout of store merchandise for visual appeal to consumers.
• Analyzed operational expenses and cost of inventory to identify losses and developed strategies for increased profits.
• Scheduled employee tasks, conducted performance reviews and executed daily branch operational goals to maximize team productivity.
• Key Achievements:
• Profitability: CAGR of 40% year on year (2009 to end January 2012), driven by structural operations management.
• Sales: CAGR of 10% year on year (2009 to 2012)
• Shrinkage: Reduction of 40% on LY & 25% below benchmark.
• Social Responsibility: Saudi retention rate increased and empowerment of Saudis a strong focus, with an increase of 10% in Saudi employment obtained.
• Hygiene: Implemented new Structure & Processes, incl. quarterly auditing.

• Kept employee workloads fair and balanced to achieve objectives while maintaining high job satisfaction.
• Worked actively with management team to create daily and weekly sales plans based on weekly sales trends.
• Managed Chilled, Frozen and Poultry Departments in store
• Key Achievements:
• Sales: Increase of 12% in the first 6 months; with focus on stock availability, attractive displays and service resulting in a customer increase.
• Customers: Increase by 10% in the department over the previous year
• Participation: Increase in departmental participation of store by approx 20% vs PY.
• Prepared annual budgets with controls to prevent overages.

• Store Manager accountable for all departments to achieve and maximize results in all aspects of the business, overseeing & Handling of Staff, Hygiene, Stock levels, Customer queries & complaints, Suppliers, Promotions etc.
• Managing a recently opened Pick n Pay Franchise Store of 90 FTE staff where we increased sales by 25% in the first 8 months only focusing on Customer Service and Availability.
• Key Achievements:
• Sales: Increase of 25% in the first 8 months.
• Customer Count: Increase of customers of 40% in the first year.
• Sustained customer increase over the following 3 years. (Incl. Profitability)
• Upheld and communicated store programs and standards to employees for optimal quality, freshness, safety and cleanliness.

• Accountable for all Fresh Food Departments, with focus on margin, sales, visual presentation, write off and shrinkage.
• Transferred to 3 locations/stores in the region during this time as part of the Store Manager Trainee program
• Key Achievements: In charge of various departments throughout my Store Manager training Program and being accountable for up to 40 staff at times
• Being promoted per department per 6 month period during my training period (Receiving, Produce, perishables, Grocery Foods Manager) and being one of the first to do it in such quick succession in the company.
• Offered hands-on assistance to customers, assessing needs, and maintaining current knowledge of consumer preferences.
• Oversaw employee performance, corrected problems, and increased efficiency to maintain productivity targets.
• Made personal recommendations for customers by sharing product knowledge and demonstrating product.

• Marketing & selling of cellular phones, ordering & controlling stock levels, handling customer queries and complaints in a professional manner and managing after sales service to all clients.