Farzana Hoosen

To co create & implement a GTM & Channel Strategy that will deliver sustainable growth for the Nutrition BU in SEAID.

Build Capability in MT Channel with special focus on Minis.

• Leading 3 Channels-Cash & Carry, Health & Beauty, and Hypermarkets (12% business contribution)
• Garnered invaluable exposure by managing relationships with top customers in Indonesia
• Crafted and executed a comprehensive Transformation Strategy, driving team-wide adoption and operational excellence
• Enhanced capabilities by adapting global best practices to the local market, ensuring optimal performance
• Led the digital revolution in data management through the implementation of Helix and Profitability dashboards
• Catalyzed double-digit growth in the Health & Beauty Channel during my leadership
• Orchestrated a strategic portfolio overhaul in Health & Beauty and Cash & Carry channels, underpinning sustainable expansion
• Secured multiple customer awards at Guardian and Watsons for exceptional growth in Skincare and Oral care categories
• Elevated customer experience as evidenced by improved feedback and rankings in the Advantage Customer Survey at Guardian
• Optimized trading terms to fuel revenue growth and market penetration
• Integrated data analytics into Cash & Carry operations, enhancing decision-making processes
• Successfully rolled out the Integrated Business Process, revolutionizing Total Customer development within the company
• Pioneered the Partners for Growth (P4G) initiative in Indonesia, setting the strategic direction for Modern Trade and leading Alfamart's digital transformation with Helix technology
• Streamlined team workflows, significantly improving efficiency and time management
• Elevated the company's position in the Advantage Survey from 5th in 2021 to 2nd in 2023, reflecting a marked improvement in customer satisfaction
• Infused a focus on Wellbeing into the Transformation agenda, fostering quarterly team engagements
• Built strong rapport with clients through regular check-ins, status updates, and proactive problem-solving approaches.
• Expanded revenue streams with the development of strategic partnerships and cross-functional collaborations.
• Presented insightful reports to clients on campaign progress and results, demonstrating the value of services provided.

• Lead Category Operations for Savoury & Dressings, directly under the Foods Customer Marketing Director
• Acted as the key representative for Savoury & Dressings in high-level Business Team Meetings
• Managed in-store success for Savoury categories, collaborating with major retailers on targeted campaigns
• Developed and executed a robust Category Management Strategy
• Generated actionable insights through Category Shopper Insight Development
• Successfully implemented Category Strategies in partnership with customers
• Translated overarching Category Strategies into effective Tactics

• Spearheaded Category & Channel Strategy, enhancing Beauty & Personal Care performance in year and ahead
• Integral member of the Leadership team, driving channel innovation and growth
• Pioneered Design for Channel (D4C) initiatives, establishing a robust framework for Beauty & Personal Care
• Forged a strategic partnership with Boxer(customer), launching exclusive D4C packs and propelling category expansion
• Engineered turnaround strategies for Skincare and Deodorants, securing category leadership in market share
• Applied Net Revenue Management (NRM) insights to foster winning outcomes through:
• Rapidly introduced Lifebuoy innovations, securing No.1 Toilet soap spot in SA
• Lead wellbeing initiatives for Customer Development South Africa

• Spearheaded Category Operations for Mageu Brands (Beverages) and Selati (Sugar), achieving profitable growth in both categories
• Executed the first Selati brand relaunch in two decades, revitalizing the commodity category
• Transitioned the Beverages Operations team for seamless integration into RCL from Foodcorp
• Optimized customer logistics for Mageu (Perishables) and Sugar, focusing on waste management and returns
• Managed Sugar sourcing and cost analysis using a profitability calculator to ensure alignment with deal mandates
• Rapidly launched innovation within three months, including a distributor change one week prior to trade shipment for Yogoboost Beverage
• Reengineered Category and Operations for Beverages post Foodcorp-RCL transition, developing a multichannel Category Strategy and refocusing operations on key priorities
• Forged a partnership with a major distribution partner's Masakhane Programme, distributing milk to over 3,000 informal stores and driving channel growth
• Implemented a growth incentive, countering the impact of imported Sugar and stimulating customer support
• Achieved Dealer own Brand (DOB) in a key customer with Retail Ready Packaging for Sugar, addressing the primary issue of damages and enhancing in-store pallet merchandising
• Led the strategic mix of Sugar pack sizes across channels and implemented forecasting measures to ensure stock reliability

• Led the Woolworths account at RCL Foods, adeptly managing 15 categories within six business units, showcasing adaptability and proficiency in complex supply chain management
• Implemented strategic value chain enhancements to maximize the product mix profitability
• Drove profitable innovation, revitalizing product lines and boosting financial performance
• Orchestrated a landmark 'profitable' Christmas season in 2017 through strategic partnerships with Woolworths and meticulous supply chain coordination
• Harmonized RCL Business Unit KPIs with Woolworths engagements, prioritizing profitability, managing over 100 innovation projects, executing category strategies, refining collaborative processes, and ensuring customer service excellence

• Lead the successful 'What's for Dinner' campaign through strategic Joint Business Planning, ensuring high-level stakeholder engagement and exceptional in-store execution
• Drove cross-functional collaboration with Pick n Pay's Fresh and Meat buying teams, delivering innovative meal solutions and promotional synergy
• Pioneered the integration of Pasta promotions within the staples category, marking a first for Pick n Pay
• Implemented cross-merchandising initiatives between Fresh Produce and Butchery departments, enhancing customer shopping experience and achieving a +25% sales uplift
• Reversed underperformance in Boxer stores by aligning marketing efforts with Pension Payout days and launching targeted seasonal campaigns for soup and spices

• Achieved market leadership by orchestrating four consecutive successful soup seasons, establishing the brand as the number one choice in the soup category
• Spearheaded monthly profitability discussions with a key customer, addressing margin challenges and market share dynamics, and proposed winning promotional, pricing, and product mix strategies, revising plans based on sales data
• Drove thought leadership and category insights in monthly meetings with Usave(customer) influencing significant listing and ranging decisions in the Savoury and Dressings categories during their rapid growth phase
• Championed a cross-merchandising initiative that resulted in a 20% sales increase, supported by research and successful customer proposition presentations, including combinations like Rajah (brand) with Onions, and Aromat(brand) & Eggs
• Managed category operations for a diverse portfolio, including Knorr Soups, Meal Solutions, Dressings, Aromat, and Mrs Balls Chutney
• Led customer marketing initiatives, such as the PnP 'What's for Dinner' campaign, Shoprite Sishebo campaign, and off-location Savoury activations
• Managed trade spend, engaged with customers, and oversaw innovation management, sales operations, forecasting, and target setting to drive category success

• Spearheaded my inaugural management role, overseeing the dynamic Afro Hair category for Sunsilk, with a focus on engaging Afro Beauty & TT customers and mastering the RTM model for Salons through immersive consumer understanding
• Successfully launched the Organics 1L range, marking one of the most triumphant introductions in the Haircare sector
• Orchestrated the comprehensive relaunch of Sunsilk, leading both Category and Customer strategy with revised pricing, promotions, and planograms
• Personally presented and executed the relaunch across major retail customers including Clicks, PnP, SR, and Spar, garnering substantial support
• Developed and implemented an innovative Overnight Transformation plan across the top 100 stores, directly briefing each Operations team nationwide
• Adapted to unforeseen licensing challenges at launch, demonstrating agility by reworking the entire execution plan, a significant learning experience in crisis management and inventory control

Served in roles across Regional Customer Management, National Customer Management and Category Management.