Chris Edwards

Seconded into a business transformation leadership role to:

• Spearhead the commercial work-stream of an enterprise transformation project
• Optimise order-to-cash processes across all sales channels and lead all strategic customer engagements
• Act as the Data Owner & Subject Matter Expert (SME) for the data migration work-stream, ensuring the accuracy of all customer, material, and TPM vendor records throughout the transition
• Lead the consolidation of all customer contract, pricing, and trade spend records
• Drive strategic alignment through executive engagement, sales training, and change management

Key Achievements

• Successful leadership of a multi-year business transformation program meeting all KPIs, milestones and deliverables
• Successfully migrated all enterprise data, enhancing customer experiences with minimal reliance on hypercare provisions and resources
• Optimised the consolidated supply chain network, route to market and field sales structure unlocking $100M in business benefit
• Received the CEO Award for Commercial Excellence in 2024

Key Responsibilities

• Steer strategic technology initiatives, aligning commercial strategies with the enterprise architecture roadmap and delivered multiple projects
• Manage digital product lifecycles, business risk, and change management across enterprise and commercial platforms
• Facilitate technology solutions to enhance productivity and drive performance while ensuring cross-functional alignment on key priorities

Key Achievements

• Commercial leadership role in the successful migration of CUB's technology infrastructure from Belgium (AB-Inbev) to Australia (Asahi Beverages), earning the CEO Award for Collaboration Excellence in 2021
• Oversaw the upgrade and consolidation of Asahi Beverages' three e-commerce platforms (SAP Commerce Cloud), setting the gold standard for project management
• Drove the adoption of the Enterprise Architecture Roadmap for Oceania, advancing the 2027 transformation agenda and simplified business processes in line with the Core Digital transformation

Key Responsibilities

• Enhance commercial capability through data analysis, modeling, and reporting
• Operate as the cross functional commercial liaison for Business Services, Transport, Manufacturing, Finance, Master Data and IT
• Business Application owner of enterprise platforms such as Dynamics AX, CRM, and SAP Commerce Cloud
• Lead all commercial technology enhancements, overseeing project management, change management, and adoption
• Design and manage annual and quarterly Sales Incentive & Reward and Recognition programs
• Support ANZ teams to implement business process changes in line with business strategies and growth objectives

Key Achievements

• Implemented an integrated customer insights, business performance and planning platform which delivered significant operating efficiencies, strengthened customer relationships, reduced customer churn and increased total revenue by 3.6% in its first year
• Leadership of a B2B e-commerce project (SAP Hybris/Commerce Cloud) which reduced indirect operating costs and dramatically improved customer experience
• In its first year the platform generated a 15.6% increase in channel sales and grew the contracted customer base by 2.6%
• Architected and deployed the technical solution for the Container Deposit Scheme which reduced operating costs by $200K per year, optimised reporting, ensured compliance and future-proofed the capability
• Transitioned transport capability from 3PL to internal, resulting in significant cost savings and operating efficiencies delivering $20M in business benefit
• Delivery lead times were reduced by 24 hours and customer feedback was overwhelmingly positive regarding improvements to service levels

Key Responsibilities

• Capability development of sales professionals through coaching, training and leadership development programs
• Facilitation of interactive workshops and vocational one on one training
• Development of core coaching frameworks and coaching relationships with sales professionals at all levels
• Create sales capability and coaching tools to drive performance and build a culture of continuous improvement

Key Achievements

• Re-designed the national capability agenda, emphasising leadership development and sales competency, maturing sales processes and contributing to a high-performance culture
• Owned the entire commercial competencies framework, overseeing the design and implementation of employee performance assessment and professional development programs
• Leadership and Product Ownership of a Microsoft Dynamics CRM deployment which streamlined sales process, automated workflows and step changed the approach to customer relationship management

Key Responsibilities

• Management and leadership of a team of five Area Sales Managers and one Key Account Manager in Northern NSW, promoting accountability and fostering a high-performance culture
• Execution of commercial strategy, ensuring alignment and team engagement
• Design and delivery of NSW sales strategy, budget and plans, in-line with commercial objectives
• Create, implement and maintain sales forecasting tools and processes
• Accountable for regional performance, including management of all Key Accounts

Key Achievements

• Manager of the Year - 2015
• Secured key commercial agreements with all major account partners in the region
• Achieved double-digit growth across all product categories for two consecutive years
• Influenced national sales teams with the development of new sales tools and processes which enhanced capability, matured commercial planning and improved sales conversion rates

Key Responsibilities

• Consistent and sustainable growth within both the on and off premise channel in a highly competitive marketplace
• Grow brand awareness and market share by leveraging relationships and negotiating strong trade offers and promotional activity
• Increase share of voice capitalising on opportunities to create engaging events and execute trade activity
• Actively contribute to the development of a high-performance culture

Key Achievements

• Area Sales Manager of the year - 2013
• Won three consecutive Quarterly Sales Manager awards in 2012/13
• Established strong relationships with key clients, resulting in increased customer retention and satisfaction.
• Launched new products successfully within the assigned territory by executing well-designed launch plans tailored specifically for each product line.
• Exceeded sales quotas and increased profitability through effective sales strategy and business planning.