Category Operations Manager National S.A
Resume:
National Category Operations Manager – Bp Petroleum Southern Africa / Retail Food Convenience & Supermarkets
(Now living in Salt Lake City Utah) Draper
To Whom It May Concern:
My knowledge and experience accumulated over the last 23 years in the Retail Industry and my specialization in Category Management/Marketing/Sales/ Buying and Negotiating/National (FMCG Companies) makes me an ideal candidate for this position.
My experience covers Product Management, Marketing /Brand Plans for Category Offers / driving sales /operations management / promotions and Strategy planning in the South African Retail Market.
I have exposure to National Customer Acquisition Strategy and Transforming Market Research into Category/Brand /Marketing and Merchandise Plans.
I am able to develop and manage Planogramming Strategy, provide Scientific Merchandising Expertise in Space Management / Range /pricing management and Layouts.
Managing FMCG suppliers in distribution/stock levels /new products and onboarding new suppliers
With the above I manage a turnover of R1.6b per annum.
Working for an International Organization such as BP South Africa has given me exposure to Supply Chain Strategy, Managing External Suppliers, Negotiating National Trading Terms, National Promotions, Sales/ Advertising National & Regional – External Agencies / Rebates from suppliers / New Product Development Food & instore Products / /store layouts / store design / store merchandising / store openings / food range and development / store visits / training of franchisees and staff at store level on upselling / customer service /food safety & hygiene.
I have managed categories : Beverages / Snacks / Perishable / Fresh food & produce /sweets & chocolates / cigarettes / Bakery / dairy /Grocery/Non foods and value added services.
I have current experience within BP Express(Bp South Africa) /Pick n Pay Express (Bp partnership) and previous experience with Woolworths and Spar Group
Details of my actual work experience are detailed in my accompanying C.V.
Please take note my spouse has been transferred in her current company from South Africa to Salt lake city (UT) and will be living in Salt lake city (UT)
I will be in Salt lake city from 1 December 2023
Address : 584E Normandy loop lane Draper,Utah,84020
I trust that a favorable response will be received.
Rakesh Manilal
National Category Operations Manager – Convenience/Retail Food / Supermarkets
BP Southern Africa (Pty)Ltd
Mobile: 801-***-**** (UT)
*************@*******.***
CURRICULUM VITAE
RAKESH MANILAL
ADDRESS : 57 Milkwood Drive
Ballito
Durban
031 – 250 7178 Office
076******* Cell
******.*******@**.**.***
PERSONAL DETAILS
SURNAME : Manilal
FIRST NAME : Rakesh
ID NUMBER : 740-***-**** 086
DATE OF BIRTH : 14-06-74
SEX : Male
MARITAL STATUS : Married
DEPENDANTS : Three
Driver’s LICENSE : Code 08
NATIONALITY : South African (Asian)
LANGUAGES : English (R/W/S)
Afrikaans (R/W/S)
HEALTH : Excellent
CRIMINAL OFFENCES : None
EDUCATION
SECONDARY
SCHOOL : Marklands Secondary
YEAR : 1991
QUALIFICATIONS : Matric Exemption
TERTIARY
INSTITUTION: Anchorlite Business College
YEAR : 1992
COURSE : Computer Science
INSTITUTION : Damelin South Africa
YEAR : 1998
COURSE : Sales & marketing certificate
EMPLOYMENT : BP Southern Africa
PERIOD: 2002-2008 –PREVIOUS EMPLOYMENT (BP)
2012-2021– CURRENT EMPLOYMENT (BP)
POSITION: Category Manager –Convenience (National)
Categories Beverages, Cigarettes, Snacks, Sweets and Chocolates, Frozen, Airtime, Value Added Offers, Fresh Food Offer,Dairy,Grocery.Non Food,Magazines.
PROJECTS: Pick n Pay Express / BP Refresh revamps / New store build
REPORTING TO: Convenience Manager(Troy Maidwell)- 082*******
Relationships: Internal; Sales team, Marketing, Customer Service,
External; Suppliers, Manufacturers, below the line agency, Franchisees;
Cross – industry networking to establish and strengthen strategic relationships
Liaise with Franchisees including participation in various forums (working groups, cell meeting) and interface with various functions within the Business unit
Main role includes category management of the above mentioned categories, responsible for the development of effective customer offers through the identification and implementation of innovative best in class marketing techniques to ensure the increase in turnover and profitability
KEY RESPONSIBILITIES
Build and strengthen the brand by continually identifying opportunities to optimise and capture the value of the brand, including events sponsorship, advertising, structured communication consistent with Marketing plans and brand image.
Lead, motivate and coach the team by creating an enabling work environment that promotes and recognises individual and team efforts.
Category Management:
Build and grow Market shares by continually identifying new business opportunities and developing customer offer to capture the value of new opportunities.
Define and Develop strategic category plans for the shop network
Monitor market and competitor behaviour, propose and develop alternative responses with regard to customer offer.
Ensure that customer offers are developed in line with market forecasting, competitor analysis and market planning.
Ensure offer execution in compliance with marketing plans by negotiating appropriate terms with suppliers, arranging national & local promotions and providing shop promotional support.
Strategic planning and overseeing implementation with regard to retail pricing and product range to increase sales and turnover.
oCategory Strategy Plans
Define and develop strategic category plans for the shop network
Strategic Planning and overseeing Implementation in order to increase sales and Turnover
Retail pricing
Product range
Promotions
Ensure supplier involvement
Communicate of strategy internally ( marketing, Operations) and externally (Franchisees)
oProvide strong on-going support to Operations team and franchisees
Merchandising support
Pricing – best deals
Data analysis
Market related information
New products and benefits
oTactical Plans and the Implementation of the Tactical Plan
oDevelop Category Strategies
oCommunication of Strategy
oQuarterly range review
oOverseeing of the Planogramming process, ensuring that layouts are contributing to growth in turnover and profitability
oConduct the listing of new products, and monitor performance of new products
Sales & Marketing Integration
Develop and maintain high levels of interaction with suppliers, ensuring network has preferred and back up suppliers for all product ranges and market formats
Provide ongoing consultation and merchandising support to Operations teams and franchisees
Interface with various functions with in the Business unit.
oBusiness Development Consultants
oSales managers
Point of Purchase Management:
Apply marketing investment approach to all advertising and promotion activities to ensure optimisation of marketing investment funds.
Develop and Implement Promotional strategies that aim to enhance the brand and achieve measurable sales increases.
oPromotions
Development of competitive promotions – combos, value adds, price etc
Negotiation of promotions (Product, price and value add)
Optimized sales with all promotions. - Minimum sales of R750k for all leading promotions.
Monthly Promotional sales analysis to be completed and communicated
Franchisee feedback rating 80% - Maintain successful franchisee feedback rating above 80%
oOffer Development – New Sites/ Resets/ Retrofits
Ensure offer execution excellence in compliance with offer marketing plan
Contribute to the successful opening and launch of Retrofit sites
Site opening promotions
Price
Equipment
Planogram
Store layouts
Network – Franchisee
oParticipate in the implementation of planogram in at least 10 sites
oConduct Site visits – Once day a week
oContribute to the successful opening and launch promotions of Retrofit sites- store layouts, planograms and launch promotions timeously
oParticipation in various Forums – Cell meetings and Working groups
oEnsuring network has preferred suppliers and backup suppliers for all product ranges and market formats
o Negotiating appropriate terms with suppliers
Supplier / Supply Chain
oNegotiation and update of Trading with all suppliers
oTimeous collection of Rebates
oNegotiation of promotions (Product, price and value add)
oConduct annual review with ALL small suppliers
oConduct Monthly reviews with key suppliers
oQuarterly update of Preferred Supplier List
oManage all new supplier listings
oDevelop long lasting strong relationships with suppliers.
WORK EXPERIENCE
PREVIOUS:
COMPANY : Snack a Juice Group
POSITION : National Sales and Marketing Manager
PERIOD : 2009 – 2011
FUNCTIONS:
- Managing the group’s sales and marketing strategy throughout the South African market into various retail, wholesale and informal channels.
-Managing all sales and marketing functions within various customer segments such as grocery, organized convenience, independent convenience, branded and non branded forecourts, wholesale and spaza shops.
-Implementing the group’s strategy within all customer segments to maximize sales and drive brand awareness.
Cont…/
WORK EXPERIENCE
-Driving and implementing the group’s promotional strategy within key customers to increase market share and brand awareness with key customers.
-Working on a daily basis with key customers such as Spar, Fruit & Veg city, Friendly grocer, Massmart,
King pie, BP, Sasol, Shell, Total, Caltex, Engen and various independents’ to increase sales, brand awareness through close relationships at head office level.
-Managing the group’s supplier base on trading terms, rebates and service level agreements to gain optimum results on the group’s bottom line profits.
-Managing all customer trading agreements, rebates and promotional ad-hocs within agreed budgets per customer.
-Managing a network of 6 franchisees to distribute to key national customers on daily keeping the groups consistency in logistics and quality.
Cont…/
WORK EXPERIENCE
-Being the face of the group in key customer forums such as trade shows, strategy sessions, and customer franchisee conventions to build relationships at ground level.
-Working with key customers in developing strategies, promotional plans, space planning, planogramming and growing market share for all customers.
-Managing a national team of sales representatives and franchisees to grow sales and build relationships on the ground to increase sales, gain more shelf space and get a larger footprint on the ground.
-Being innovative by delivering new innovations in the retail industry keeping up with the market for all channels and delivering outstanding world class service.
-Working with a customer base outside of South Africa such as Mauritius and the Africa market gaining knowledge of various markets and their ways of trade.
WORK EXPERIENCE
COMPANY : Treehouse – Children’s Décor Company
FRANCHISE : Owner / Managing Director
PERIOD : 01.09.2008 – 31/11/2009
BRANCHES : Treehouse Parkmeadow Mall
Treehouse Woodmead Value Centre
FUNCTIONS:
- Overseeing the daily operations and staff of both stores
- Managing and authorizing stock levels, warehousing and distribution
- Forecasting and budgeting, managing company income and expense statement
- Overseeing marketing and promotions
- Customer service and communication
REASON FOR LEAVING:
Stores sold back to Franchise Group
WORK EXPERIENCE
COMPANY : BP Southern Africa
PERIOD : 01.01.2002 – 31.08.2008
POSITION : National Category Manger
TRAINING :
- Space planning
- Plannogramming
- Category management
- Accelerator program category management
- Rebates / trading terms / supplier contracts
- Category analysis & planning (Business objects)
FUNCTIONS:
- Defining and developing product management
- Marketing plans for category offers / strategy in the South African retail market
- Managing various categories within Bp Express/Wild bean café in a franchise operation to the value of
R380 - R400 (million) turnover per annum
Total stores – R1.1b
WORK EXPERIENCE
FUNCTIONS:
- Developing national customer acquisition strategy and transforming market research into category and merchandise plans
- Developing and managing planograming strategy and providing scientific merchandising expertise in space management / range and layouts
- Implementing the supply chain strategy and managing external suppliers in line with preferred supplier strategy
- Negotiating national trading terms / promotions / sales and advertising rebates
- Negotiating national and local promotions in alignment with the promotional strategy
- Supporting the national operations teams and franchisees with merchandising, profitability, pricing and pricing including solutions for supplier/merchandise and shop related problems
- Managing a complex product portfolio nationally through strategic planning with ongoing pricing and product range management.
WORK EXPERIENCE
DETAILED CATEGORY MANAGEMENT
-Developing national customer acquisition strategy and transforming market research into category and merchandising plans
-Developing and managing plannogramming strategy and providing scientific merchandising expertise in space management range and layouts
-Implementing the supply chain strategy and managing external suppliers in line with preferred suppliers strategy
-Negotiating national trading terms, promotions, sales and advertising rebates
-Negotiating national and local promotions in alignment with the promotional strategy
-Supporting the national operations teams and franchisees with merchandising profitability, pricing and placing including solutions for suppliers/merchandisers and shop related problems
-Managing a complex product portfolio nationally through strategic planning with ongoing pricing and product range management.
INDEPTH MANAGING OF CATEGORIES AND SUB-CATEGORIES
-Developing year on year category and sub category strategies
-Working on a day to day basis with KAMS and pricing, promotions, placing of current and new products ranges
-Space planning and plannogramming all products to maximize sales rands per square meter
-Managing supplier and franchisee relationships to adhere to BP standards and motivating franchisees to maximize turnover through products availability, promotions and effective merchandising
-Working on a day to day basis with suppliers on new product developments to meet customer needs
-Working on a day to day basis with the BP research department analyzing insights to create a customer satisfaction index of product grouping, range, time of availability and need to satisfy and grow consumer base.
Cont../
SUB-CATEGORIES
-Working with BP marketing department and customer marketing department to develop and create the Bp Express own branded products, landing and receiving international awards for creating the first branded BP Briquettes and Firelighters in the petroleum convenience industry
-I was also the first to create a shop within a shop concept at BP Express and this was to create a flower and gifting range on a branded stand offer to create an additional offering/category. These 2 developments were recognized at BP head office in London and I received the Helios Worldwide recognition award for innovation and NPD in the convenience industry.
-Many BP employees are still trying to design my offer in the US/German and European Markets.
-I also designed the first 100% branded juice in BP Worldwide for the BP Wild Bean Café group incorporating a fresh sensation with their coffee offer.
Cont../
SUB-CATEGORIES
-Managing trading terms, rebates and customer relationships with major suppliers such as SIMBA, Clover, RNA, Parmalat, Fruittime, OLA, Nestle, GSK, Colgate, Palmolive, Redbull, Snack a’ Juice, Allied News, CFJ, Willards, Makro, Dairybelle, Bokomo, Bromo Foods and Tiger Brands
-I was very involved in managing 200 BP Express stores on plannogramming, layouts, hot spots and increasing turnover for all stores, adhering to standard legislations on Hassap and Equivalent levels delivering the highest quality product and range for the BP Express offer.
-Promotions were my specialty, designing franchise incentives for the group that even ABI/Red Bull/Clover and many other major manufacturers including customers are still reaping the benefits of my innovations.
Cont../
SUB-CATEGORIES
-Working with internal and external advertising agencies, I managed to design point of sale material, merchandising units and worked with supplier advertising agencies to build BP Express and supplier brands through advertising and marketing campaigns.
-Slicing and dicing categories and sub categories, I put BP Express on the top end of the consumer decision tree winning 5 years in a row.
-BP remained top of mind in the Makinor Consumer Index as the best convenience Store offer available in South Africa.
-My experience includes negotiating, trading terms, promotional terms, and promotional slots with all the abovementioned retailers making BP Express a national top brand in the retail industry.
WORK EXPERIENCE
PREVIOUS
COMPANY : BP Southern Africa
PERIOD : 01.01.2002/ 31/12/2004
POSITION : Convenience Standards Advisor
(Convenience Retail Specialist)
TRAINING :
- BP Business management academy
- Fire fighting
- First aid
- Root cause analysis
- Road safety / anti hi-jack
- Liquid petroleum gas
- Petroleum products
- Health, safety, security and environmental
- Wild Bean Café
- Wild Bean Café production
- Food safety management
WORK EXPERIENCE
COMPANY : BP Southern Africa
FUNCTIONS :
- Managing Wild Bean Café, BP Express network (Gauteng)
- Ensuring compliance and standards within the new to industry franchise for Wild Bean Café to BP standards
- Implementing cutting edge convenience retail expertise
- Maximizing turnover, customer count, average transaction value for the BP Express / Wild Bean network
- Compiling site specific budgets, marketing plans and strategies, local trading area analysis and implementing
- Setting and implementing site specific planogrammes to customer buying patterns and national sales
- Using marketing strategies in increasing fuel volumes and increase forecourt customer count
- Implementing outstanding customer service standards and training of customer facing staff, managing waste, budgets, stock turn and shrinkage per store
WORK EXPERIENCE
FUNCTIONS :
- Training, upskilling merchandisers, bakery and food production staff to produce the highest standards of quality, perfection, hygiene and safety
- Opening of all new BP sites in JHB, training staff, merchandising and laying out of shop
Recruiting franchisee’s for the BP Wild Bean Café Express Network
- Structure and success of the offer of convenience retail business in South Africa
- Planning and executing all promotional activity and shop opening promotions at stores
- Managing health, safety and security within the BP Express food safety requirements
- Managing other food franchise groups i.e. Hot Dog Café, Chip & Dip into the BP Network, broadening the convenience food offer
- Working with suppliers to develop, implement new cutting edge retail convenience products/range to cater for the retail consumer
- Conducting site visits with BP’s Ceo / PUL/Head of SA operations on what strategies/implementation/business
WORK EXPERIENCE
PREVIOUS
COMPANY : Woolworths (Pty) Ltd
PERIOD : 01.06.1999/12.2001
POSITION : Foods Manager
TRAINING :
- Personal Development
- Leadership skills
- Presentation skills
- Employee relations
- Shop keeping standards
- Foods and textile management
- Customer service management
- Visual management
- Fraud management
- Industrial relations
- Finance and admin management
- Operations management
- Human resources
WORK EXPERIENCE
FUNCTIONS :
- Managing Woolworth’s foods
Cold chain, Ambient, Long life
- Opening and closing of the store
- Conducting all buying from Woolworths head office as per store profile and customer needs
- Implementing Woolworths standards and food hygiene to required standards
- Working weekly with head office to increase average customer transactions and increase of turnover
- Monitoring customer buying patterns and
Profiles and setting store planograms as required
- Developing and facilitating workshops to up skill cashiers, merchandisers and trainee managers
- Conducting team building sessions to motivate staff and management to gain full potential of skill and application skill and application
- Conducting customer focus groups on product development and seasonal range
- Forecasting weekly, monthly, annual specials, events and promotional budgets
WORK EXPERIENCE
COMPANY : WOOLWORTHS (PTY) LTD.
FUNCTIONS :
- Auditing risk management and shrinkage budgets
- Managing staffing to budgets takings per head
- Conducting all marketing for the store (Food/Textiles), i.e. Food and Wine Fairs, Fashion shows, Mercury Wine Week, Customer Focus Groups, Golf days, Customer extravaganza’s
- Managing the human resource process, i.e. chairing of enquiries, CCMA disputes etc.
- Conducting shop visits with General Managers, CEO’s on performances standards and retail excellence
WORK EXPERIENCE
COMPANY : Buxton’s Spar – Umhlanga
PERIOD : November 1997
POSITION : Store Manager
FUNCTIONS :
- Opening and closing of store
- Authorized store key and safe key holder
- Controlling all areas of store
- Bulk buying, merchandising, kickbacks
- Department turnover control
- Extracting management reports from pages of management duties with the exception of human resources (No trade unions)
- Controlling GP on all products
WORK EXPERIENCE
COMPANY : BUXTONS SPAR – UMHLANGA
FUNCTIONS :
- Overseeing of all promotional bulk buying and setting up of all store promotional and marketing activities
- Liaising and negotiating with reps and sales managers from various suppliers
- Managing shrinkage and waste managing of administration and finance within the store
- Liaising with customers, customer workshops, wine evenings, focus groups
WORK EXPERIENCE
COMPANY : Spar Group Ltd (Natal)
Takeover from Buxton’s Spar
PERIOD : March 1997
POSITION : Retained Position (General Manager)
TRAINING :
Spar Systems 3 – Accounts Spar Natal
(Debtors, Creditors, Pastel)
Spar Retail Spar Natal
Posware Scanning Tradelink
FUNCTIONS:
- Managing and maintaining systems department
- Managing accounts department
- Maintaining Spar Systems 3
- Controlling scanning systems
- Signing power - cheques
- Opening and closing of store
- Managing service departments i.e. produce, bakery, deli and butchery
WORK EXPERIENCE
COMPANY : Spar Group Ltd (Natal)
Takeover from Buxtons Spar
FUNCTIONS :
- Controlling non-foods, haberdashery and cigarettes
- Complete buying and merchandising of above
- Promotional bulk buying of groceries and perishables
- Promotions controller
- Controlling and setting store promotions and promotions from Spar data center
WORK EXPERIENCE
COMPANY : Westville Spar
PERIOD : Feb’ 1993 – Dec’ 1994
POSITION : Computer Operator
TRAINING :
- Spar Systems 2 Spar Group
FUNCTIONS :
- Processing GRV’S
- Data Capturing
WORK EXPERIENCE
COMPANY : Westville Spar
PERIOD : February 1994
POSITION : Promoted Computer GP Manager
TRAINING :
- Systems GP Control Spar Group
- General Retail Spar Group
- General Buying In-store
- Scanning Systems NCR Bass American
Megatrends
FUNCTIONS :
- Setting gross profits
- Controlling pricing
- Controlling scanning
- Assisting in buying
WORK EXPERIENCE
COMPANY : Westville Spar
PERIOD : December 1994
POSITION : Promoted to Floor Manager
TRAINING :
Management Spar Natal
Customer Service Spar Natal
Store receiving Buxtons Spar
Buying Buxtons Spar
Staff controls In-store
Marketing Spar Natal
FUNCTIONS :
- Opening and closing of store
- Authorized shop key and safe key holder
- Managing human resource department and staff issues
- Representing & addressing staff problems & grievances
WORK EXPERIENCE
COMPANY : WESTVILLE SPAR
FUNCTIONS :
- General staff control
- Overseeing of systems department and merchandisers
- Overseeing the receiving department i.e. relieving and managing receiving manager
- Liaisons with sales reps from suppliers
- Liaisons with customers, customer care
- Drop shipments, direct buying as well as buying through Spar Data Centre
- G.P. Control
- Department turnover control, department ratios and GP
WORK EXPERIENCE
REFERENCES
JOHANN DU TOIT BP SA
ADOLF FOURIE SASOL SA – EX-BP SA
PATRICIA MAHLANGU ENGEN SA-EX BP SA
TANYA BOTHA COCA COLA S.A
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