Noreen Miringu

I am positively ambitious and energized by challenging tasks, which require application of my creativity. I value growth, and constantly pursue avenues that offer opportunities to gain experience and for self-development. I have great passion for sales and marketing, with a keen interest in Trade Marketing & e-Commerce. I am especially motivated when the three functions present an opportunity to positively contribute to society. I believe in the value of teamwork, and I am ready to offer my leadership in situations that require me to do so.

Key Account Management:

Reckitt Benckiser Kenya

Jan 2019 - Present:

1. Manage Customer-DB relationship to ensure achievement of mutual business objectives.
2. Develop and engage Customers in JBP negotiations aimed at driving accelerated business growth.
3. Engage Customers in Top-to-Top business reviews to track growth progression and align on mutual quarterly business objectives. 
4. Engage Customers on lagging KPIs such as SOS discussions, planogram execution, strategic secondary placement and MSL achievement, in a bid to drive sales target achievement and market share defence.
5. Carry out NPD & EPD listing negotiations with Customers to deliver distribution and strategic instore placement targets.
6. Develop annual Customer activity plans to drive accelerated MoM growth. Carry out post evaluations to inform improvements in the future.
7. Analyze Customer sales data to understand market trends and identify shopper insights to inform strategic decisions. 
8. Manage merchandising team to ensure the achievements of winning in-store execution in line with brand objectives. 
9. Work with merchandising team to develop their brand understating and improve their sales acumen. 
10. Manage account receivables to ensure payments are as per agreed DB terms.
11. Oversee DB delivery lead time to ensure timely response to Customer demand.

Head of e-Commerce

Reckitt Benckiser Kenya:

October 2016 - Present

1. Customer relationship management for e-Commerce customers including Marketplace, eB2B, E-Pharma and On-Demand e-Retailers.
2. Scope out opportunities within the e-Commerce landscape by:
a) Identifying key potential e-Retailers to engage.
b) Identifying opportunities within e-Retailers that can be harnessed to meet mutual business objectives and drive accelerated growth.
c) Understand e-Retailer capabilities to establish strategies to carve out brand market share within platforms.
3. Carryout JBP discussions with e-Retailers tailored to unlocks e-Commerce capabilities. 
4. Develop annual strategic e-Commerce plans to realize business objectives. This entails:
a) Developing ambitious annual sales forecasts.
b) Trade spend and Marketing spend budget planning.
c) Outline annual activity calendars to include innovative campaigns
5. Plan and execute strategic campaigns aimed at driving incremental shopper traffic to ultimately drive MoM incremental growth.
6. Drive key e-commerce KPIs including Offtake, CR, RR, PCT, CTR, UV, PV, BR, ABV, Reviews and Content Score. 
7. Develop and oversee Performance Marketing activities such as:
a) Analysis of performance marketing data to establish fit for purpose performance marketing blueprint by brand/campaign.
b) Liaise with relevant stakeholders to manage activities across the performance marketing funnel.
c) Engage e-Retailers on marketing investment negotiations to ensure realization Return on Advertising Spend (ROAS).
8. Manage the process of onsite merchandising:
a) Deployment of A+ and B+ content, captivating secondary images and easy to understand descriptions in line with brand toolkit. 
b) Engage e-Retailers on strategic placement within relevant categories.
9. Advise e-Retailers on correct product classification to ensure shopper friendly online navigation to improve shopper experience. 
10. Track e-Commerce financials to ensure maintenance of a healthy P&L.

Sales Executive Healthcare:

Reckitt Benckiser Kenya

July 2017 - December 2018

1. Managed Reckitt OTC brands DB relations to foster mutual growth
2. Managed DB sales team and facilitated team sales skills development through training and monthly business reviews.
3. Identified and seized growth opportunities within consumer healthcare sector on behalf of Reckitt and DB. 
4. Developed Med-rep detailing and ECO growth strategies to drive incremental distribution of Reckitt OTC brands.
5. Developed growth strategies for Reckitt and DB through data analysis and market environment review. 
6. Developed customer agreements and promotion tools to support sales team efforts.
7. Planned and executed trade activities to realize brand market share recovery within the Traditional Trade channel.
8. Managed commercial activities pertaining to NPD launch of OTC brand to ensure achievement of key KPIs including:
a) Nationwide listing
b) Achievement of distribution targets across channels
c) Execution of winning instore visibility activities
d) Deployment of detailing program to drive top of mind amongst relevant pharmaceutical stakeholders.

Trade Marketing Executive:

Reckitt Benckiser 

December 2015 - June 2017

1. Facilitated execution of in-store promotions in all channels as well as track progress during promotions and outcome thereafter. 
2. Engaged 3’rd party suppliers on the design, production, and deployment of in-store POSM to ensure BIC brand execution in MT and TT. 
3. Carried out Category Management analysis exercise for Key Account stores to drive space optimization for Customers.
4. Organized NPD trade launch for 2 brands in Kenya and Uganda as well as managed listing and distribution tracking.
5. Engaged 3’rd party activation agencies on trade activations in MT and TT as well as planned and carried out ISP training sessions ahead of activation. 
6. Organized TT market storms for our Homecare, Personal care, and OTC brands to drive strategic sales agenda. 
7. Carried out data analysis to develop MSL for both MT and TT.
8. Managed In-store Merchandising Team with regards to:
a. Developed and deployed brand training and training material
b. Deployed and trained team on merchandising KPIs
c. Assisted in the development of trade beat plan

United States International University (USIU)

Masters in Business Administration - Strategic Management

January 2022 - Present

Strathmore University

Bachelors Degree in Marketing and Finance

Second Class Upper

July 2010 - March 2014