Areas Of Expertise
FMCG; Food & Beverage; Nestlé; Country/Regional Management; Profit & Loss Statement Responsibility; Operational Plans; Business Plans; Marketing Plans (ATL/BTL); Business Development; Commercial Management; Key Account Management; Production Planning; Sales Strategies; Brand Strategies; Managing Budgets; Pricing Policies; Media Buying; Global Promotions; Product Quality Assurance; SAP
Brief Career Summary
GLG (Gerson Lehrman Group) | Council Member South Eastern Europe | January 2015 – present
Milestone Competences | Partner for Adriatic region | July 2013 – present
Nestlé Purina Pet Care | Sales Manager Serbia, Montenegro, Macedonia, Kosovo, Albania | January 2010 – March 2013
Nestlé Ice Cream Serbia | CCSD & Trade Marketing Manager Serbia, Bosnia, Montenegro | April 2009 – January 2010
Nestlé & General Mills (CPW) | Country Business Manager Serbia,Montenegro,Macedonia,Kosovo | January 2005 – April 2009
Nestlé & General Mills (CPW) | Country Coordinator Serbia | January 2002 – December 2004
SEBRA Belgrade | Import Department Manager | August 1999 – January 2002
Nestlé | Infant Food (PID) coordinator | December 1997 – July 1999
Nestlé | Assistant to National Sales Manager | June 1997 – December 1997
Nestlé | Office Manager | October 1996 – June 1997
Real-Estate Agency “Hermes” | Sales Manager | March 1995 – October 1996
Desktop Publishing Agency “Populus Trade” | Owner | January 1992 – March 1995
Detailed Career Summary
GLG (Gerson Lehrman Group)
Council Member South Eastern Europe
January 2015 – present
• independent ad-hoc consulting services to institutional investors around the world
• http://www.glg.it
The Milestone Competences
Partner for Adriatic region
July 2013 – present
• Storewars® – Unique management development program that examines the interaction between suppliers and retailers
• http://www.milestonecompetences.com
Nestlé Purina Pet Care
Sales Manager Serbia, Montenegro, Macedonia, Kosovo, Albania
January 2010 – March 2013
• Manage sales to deliver the OP and market share growth in the Grocery Channel in Serbia, Montenegro, Macedonia, Albania and Kosovo
• participating in production planning process
• P&L responsibility for the assigned territory and customers
• In-depth mid- and long-term Business Plan development and implementation
• customers business plan in line with the business planning process including channel, categories and brand strategies (pre- and post-evaluation)
• Negotiate annual contract (Contract trade terms) with the assigned customer
• Analyse overall sales budget allocation per customer (Customer Contribution Statement)
• Planning, executing and evaluating all customer development activities (pricing, shelf space, product placement, brand and SKU assortment, distribution, trade/consumer/price promotions etc.)
• implementing SAP into the organization
• Main achievements:
Numerical Distribution growth 56%;
Weighted Distribution growth 73%;
Organic growth 64% and Real Internal Growth 53%;
Manage to hold profitability per brand and customer within targeted figures
Nestlé Ice Cream Serbia
Channel/Category Sales Development & Trade Marketing Manager – Serbia, Bosnia, Montenegro
April 2009 – January 2010
• Channel/Category Sales Development (CCSD) – function connecting sales and marketing by aligning brand strategies with the sales plan and objectives
• participating in production planning process
• planning and conducting Trade Marketing activities and implementing marketing mix (ATL and BTL) for the markets other than Serbian
• performing feasibility study for launching Nestlé frozen food as new subcategory within existing portfolio
• customizing and communicating reports from market research agencies
• Business Continuity Planning (crisis management)
• implementing SAP into the organization
• Main achievements:
Smooth 9 months Salesforce handover of the between Delta and Nestlé Adriatic
Implementing Nestlé standards in budget allocation scheme according to the Nestlé Best Practices
Defining new channels of communication based at “Whenever-Wherever” principle of addressing a consumer
Nestlé & General Mills (CEREAL PARTNERS WORLDWIDE – CPW)
Country Business Manager – Serbia, Montenegro, Macedonia, Kosovo
January 2005 – April 2009
• implementing operational plans given by the Head Office for all the markets under direct responsibility; creating long term plans for markets’ business development; participating in production planning process
• P&L responsibility; implementing and controlling CPW price lists towards distributors and from distributors via retailers to the shelf-price level;
• implementing global and local brand strategies; marketing plans creation and implementation; media buying approval process; market research and shopper behaviour reports; local impact to the global brand strategies; commitment for global promotion pack quantities;
• adjusting distribution size according to the product priority list; controlling Supply Chain Key Performance Indicators from the factory to retailers; creating/approving order size and order structure as per forecasted sales, marketing plan and actual performance
• implementing SAP into the organization
• Main achievements (CPW total engagement, 2002-2009):
Made 686% sales volume increment in 7 years
Gained 34% Volume Market Share
Established firm and recognizable brand image and brand equity for brands Nestlé Nesquik® and Fitness® and the others
Influenced to overall Breakfast Cereal category development
Nestlé & General Mills (CEREAL PARTNERS WORLDWIDE)
Country Coordinator – Serbia
January 2002 – December 2004
• implementing overall operational plans for Serbian market; following regulatory affairs and product quality assurance processes in accordance to the local legislation
• P&L responsibility; implementing budget spending given by the Head Office; discussing and influencing to price value chain creation with distributors; participating in production planning process
• controlling distributor’s supply chain issues from the factory to retailers; creating/approving order size and order structure as per forecasted sales and marketing plan
• implementing global and local brand strategies; creating marketing plans for the Serbian market; cooperation with BTL marketing agencies; defining commitments of global promotion pack quantities and responsibility for their implementation; defining necessary POS material for implementation of BTL plans
SEBRA d.o.o. Belgrade (Air-conditioning equipment importer and distributor)
Import Department Manager
April 2001 – January 2002
• Daily communication with foreign partners; making and tracking orders
• creating OEM air-conditioner brand ‘Sevent’ with Korean producer from the scratch
• Organising the transport and import;
• Co-operation with Customs Office and forwarding agents;
• Sales forecasting based on data obtained from the sales department and overall company plans.
Sales Manager
August 1999 – April 2001
• Organisation of marketing activities and direct responsibility for the sales;
• Web Site update and development;
• Organising the fair exhibitions
Nestlé Representative Office – Serbia, Montenegro and F.Y.R.o. Macedonia
Nestlé Infant Food
(PID) coordinator
December 1997 – July 1999
• Contacting paediatric institutions and paediatricians and exploring the local legislation concerning infant food and all other QA issues related to infant food business;
• General co-ordination and organisation of marketing activities in accordance with World Health Organisation directives;
• Participating in determination process of establishing the importer for the Nestlé Infant Food;
Assistant to National Sales Manager
June 1997 – December 1997
• Gathering, processing and analysing the sales data and participating in Sales Forecast process;
• Creating the sales reporting system;
• Controlling and updating distributors’ merchandising activities;
• Preparation the sales trainings for distributors’ sales force;
• Exploring importer’s distribution channels in order to achieve improvement in sales of Nestlé products;
• Analysing investments in marketing activities vs. achieved sales performance (uplifts)
Office Manager
October 1996 – June 1997
• Installing and administering computer network in Nestlé Representative Office as well as providing IT training for employees;
• Performing general office administrative tasks;
• Participating as an interpreter in negotiations between Nestlé and Serbian companies.
Real-Estate Agency “Hermes”
Sales Manager March 1995 – October 1996
Desktop Publishing Agency “Populus Trade”
Owner
January 1992 – March 1995
Qualifications & Education
• Microsoft Certified Solution Developer (MCSD) – Microsoft programming applications studies for corporate IT business solutions (2000 – 2003);
• Studied Faculty of Organizational Sciences, Management Study Group (1993 – 1995)
IT Skills
• Web design and programming (HTML, PHP, CSS, Java, MySQL, WordPress);
• Complete literacy in operating system Windows (installation and administration);
• Complete literacy in Microsoft Office package (Word, Excel, Power Point, Access, Outlook);
• Databases (mySQL);
• Desktop publishing software (QuarkXPress, Adobe Photoshop, Adobe Illustrator, CorelDRAW)
• High level of understanding a computer hardware
Languages & Other Skills
• Fluent in English (I’ve been using it actively for professional purposes since October 1996);
• Basic German (currently learning);
• Storewars Business Simulation Certificate
• Car driving licence since September 1988;
• Karate martial art – black belt holder;
• Playing tennis
