Ana Kinoshita
Sydney,NSW
Summary
A professional with strong analytical skills and creativity leveraged over 15 years-experience in multiple channels, industries and regions.
Overview
17
17
years of professional experience
Work History
Diageo National Business Manager
DIAGEO
12.2022 - Current
- Managed, supported and grew business relationships with Coles account and developed strategies to increase sales from -15% to +3% RSV and drive strong market share growth (+80 bps YTD).
- Developed and implemented comprehensive sales plan to achieve designated group sales objectives consistent with overall company short- and long-term objectives.
- Operated within budgetary constraints, participated in development of annual budget forecasts and reconciled operating budget.
- Collaborated with business development managers in partner planning process to develop mutual performance objectives, financial targets and critical milestones.
Commercial Lead - GTR ANZ, Middle East and NA
DIAGEO
12.2022 - 12.2023
- Over achievement of commercial and profitability KPIs through strategic sales plan based on execution and on-going analysis to drive premiumization and efficiencies
- Designed and implemented Joint up business plan with key GT partners defining strong sell-out culture followed by sales growth, forecast accuracy improvement and execution KPIs achievement
- Identified new opportunities and new channels unlocking new occasions in Australia (Cruises & Down town stores)
- Global lead of Best-in-Class execution platform in Global Travel developing and implementing new outlet measure technology based on picture recognition across the globe (4 continents, over 35 countries, 40 promoters/account managers).
Sr Customer Marketing Manager- GTR ANZ
DIAGEO
07.2015 - 06.2017
- Member of Diageo Future Leader Program, talent platform that provides international assignments and exclusive trainings to selected Diageo members across globe to speed up its professional development
- Management of $20M GBP portfolio across 15 airports in Australia, New Zealand and Asia Pacific driving real and inspirational consumer experiences (Johnnie Walker House in Auckland, Melbourne and Sydney and Bundaberg Distilatorium in Brisbane)
- Implemented Shui Jing Fang global strategy leading cross-functional team across China, Korea, UK and Singapore
- Ensured activation of right brands by location considering return on investment, shopper and customer needs under Stop, Engage and Land lenses.
National Business Manager - Events
DIAGEO
07.2015 - 05.2017
- Developed and implemented Diageo Events Strategy establishing new sustainable sales channel with execution in scale driving additional 10M GBP NSV through 6k events (+45%GM, +100% Coverage)
- Led cross-functional team with 12 members transforming Events into the fastest growing channel in Brazil implementing culture driven by execution, profitability and compliance
- Creation of Brazilian events census and events segmentation (50k events identified and segmented) driving the right portfolio, activation & experiences to customers and consumers (1,5k events executed per quarter in the first year)
- Managed recruiting, objectives setting, coaching and performance monitoring of events sales representatives
Route to Consumer Manager - Indirect Channel
DIAGEO
09.2013 - 09.2014
- Led Goiânia Successful Pilot, one of the main projects and priorities of RTC in Brazil
- Reallocated to Goiânia working inside of JC Distributor (largest distributor in Brazil), led a team of 12 people from sales and merchandising departments to drive execution on scale
- Created new operating and sustainable event sales model unlocking $2M GBP NSV additional to AOP
- Created Wholesaler Reserve Executive model to double Reserve (+1k outlets)
- Set-up new audit methodology for on trade outlet execution monitoring through external audit covering 10.000 outlets
- Implemented Distributor evaluation methodology (qualitative and financial) expanded for over 20 distributors nationwide
Category Development On Trade – Brazil
DIAGEO
01.2013 - 09.2013
- Creation of On Trade Strategy in Brazil driving the 365 essentials in scale addressing Diageo presence, distribution, bar quality and staff training
- Led implementation of Diageo Menu Maker and Bar Academy (Staff Capability Program) in over 5k outlets in Brazil
- Redefined On Trade segments supporting Diageo brands to implement their strategy according to segment, region and relevance
- Developed JUBP with key On-Trade customers to drive and secure real consumer experiences.
Shopper Marketing Manager
DIAGEO
01.2012 - 12.2012
- Development and Implementation of Smirnoff and sake Jun Daiti brand strategy for the On Trade and Off Trade channels.
Category Development and Management Analyst
Kimberly-Clark
07.2010 - 12.2011
- Acted as a retail customer consultant leveraging the category strategies to the main chains in Brazil - Carrefour, Walmart and GPA
- Produced detailed and relevant reports for use in making business decisions including information around category purchase funnel, shopper behaviour, category insights, product assortments, store map and planograms.
- Led a national merchandise team with 70+ store representatives to execute Kimberly Clark visibility projects in scale.
Innovation Marketing Coordinator
AkzoNobel Ltd
07.2008 - 07.2010
- Management of Dulux innovation platform launching technical products (color testers, paints and emales) and ATL media campaigns.
- Conducted primary and secondary research to better understand customer needs and behaviors.
- Boosted brand awareness with target customer demographics through new products and bold ATL plans.
Marketing & Data Intelligence Consultant
Tool Box Trade Marketing
01.2007 - 07.2008
- Management of Market Share, Share of Shelf, Share of Voice reports for Kimberly Clark, Danone, Reckitt Benckiser and J&J
- Project Management of Kimberly Clark route to market to improve its presence and distribution in Brazilian off trade channel.
- Delivered outstanding service to clients to maintain and extend relationship for future business opportunities.
Education
BACHELOR OF MARKETING -
Universidade de São Paulo - USP
Anytown, CA12.2009
GRADUATE SCHOOL -
Xavier College
Anytown, CA12.2004
GRADUATE SCHOOL -
Anglo Prudentino
Anytown, CA12.2003
Skills
- Business Transformation
- Proven Record of Commercial Achievements
- Teamwork and Collaboration
- Analytical Skills
- Net Revenue Management
- P&L Management
Languages
English
Portuguese
Italian
Spanish
Regions
- South America
- North America
- Middle East
- Asia
- ANZ
Channels
- Indirect Channel
- Key Accounts
- On Premise
- Events
- Global Travel Retail
Areas
- Commercial
- Route to Consumer
- Project Management
- Innovation
- Shopper and Customer Marketing
Timeline
Diageo National Business Manager
DIAGEO
12.2022 - Current
Commercial Lead - GTR ANZ, Middle East and NA
DIAGEO
12.2022 - 12.2023
Sr Customer Marketing Manager- GTR ANZ
DIAGEO
07.2015 - 06.2017
National Business Manager - Events
DIAGEO
07.2015 - 05.2017
Route to Consumer Manager - Indirect Channel
DIAGEO
09.2013 - 09.2014
Category Development On Trade – Brazil
DIAGEO
01.2013 - 09.2013
Shopper Marketing Manager
DIAGEO
01.2012 - 12.2012
Category Development and Management Analyst
Kimberly-Clark
07.2010 - 12.2011
Innovation Marketing Coordinator
AkzoNobel Ltd
07.2008 - 07.2010
Marketing & Data Intelligence Consultant
Tool Box Trade Marketing
01.2007 - 07.2008
BACHELOR OF MARKETING -
Universidade de São Paulo - USP
GRADUATE SCHOOL -
Xavier College
GRADUATE SCHOOL -
Anglo Prudentino
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