Summary
Overview
Work History
Education
Skills
Timeline
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Jocelyn Anderson

Jocelyn Anderson

Bondi Junction,NSW

Summary

25 years of experience in NZ FMCG with a strong background in category and strategy. Focus on solutions that drive positive change for internal stakeholders and external customers. I prioritize stakeholder engagement across Commercial, Marketing, Sales, Supply Chain, and IT teams. Known for analytical and commercial acumen and at seeing the 'big picture' while leading successful teams.

Overview

28
28
years of professional experience

Work History

Head of Commercial Development

Nestle AU
12.2023 - Current
  • Summary of Role: The purpose of my move to AU was to move the Infant Nutrition Business Unit into the main Nestlé business. From setting up a team to lead and develop the Category and Channel agenda within NZ. To deliver long term Category growth and profitably market share via strategies and plans that deliver to overall commercial objectives.
  • Achievements:
  • Developed and aligned Commercial plans across all of the Oceania business units
  • Successfully launched Starbucks by Nespresso in the NZ market working across multiple functions in Oceania
  • Created and managed the One Nestle Coffee Council across Nespresso, Professional and the Food & Beverage division. This aligned a one coffee communication and strategy plan with Oceania
  • Created a Promotional validation and scenario planning tool across all business units
  • Responsible for:
  • Category Strategy/Stakeholder Management:
  • Ensuring that strategies and plans deliver category growth based on consumer, shopper and customer requirements. Ensuring there is an overall commercial plan and that this is shared regularly with key stakeholders across Au/NZ.
  • To develop effective trade spend tools that measure and maintain sales budgets.
  • Create tailored Category Channel Plans for each Category
  • Lead Nestles Integrated Commercial Planning process to ensure multifunctional input and alignment to the key growth opportunities and action plans at the market level, and within each category
  • Customer Marketing/Trade Activation
  • Lead, develop and accelerate our Shopper focus, turning Shopper Insight into actionable in-store solutions, within and across categories
  • Establish winning commercial propositions and support the development of customer and field sales plans
  • Commercial Planning:
  • Lead the Sales Business Excellence activities in NZ with the support from within the region
  • Support commercial planning through Nestles (Monthly Business Planning) cycle including DF

Head of Category & Shopper

Nestle NZ
09.2018 - 12.2023
  • Summary of Role: To lead and develop the Category and Channel agenda within NZ. To deliver long term Category growth and profitably market share via strategies and plans that deliver to overall commercial objectives.
  • Achievements:
  • Developed and aligned Commercial plans across all of the Oceania business units
  • Successfully launched Starbucks by Nespresso in the NZ market working across multiple functions in Oceania
  • Created and managed the One Nestle Coffee Council across Nespresso, Professional and the Food & Beverage division. This aligned a one coffee communication and strategy plan with Oceania
  • Created a Promotional validation and scenario planning tool across all business units
  • Responsible for:
  • Category Strategy/Stakeholder Management:
  • Ensuring that strategies and plans deliver category growth based on consumer, shopper and customer requirements. Ensuring there is an overall commercial plan and that this is shared regularly with key stakeholders across Au/NZ.
  • To develop effective trade spend tools that measure and maintain sales budgets.
  • Create tailored Category Channel Plans for each Category
  • Lead Nestles Integrated Commercial Planning process to ensure multifunctional input and alignment to the key growth opportunities and action plans at the market level, and within each category
  • Customer Marketing/Trade Activation
  • Lead, develop and accelerate our Shopper focus, turning Shopper Insight into actionable in-store solutions, within and across categories
  • Establish winning commercial propositions and support the development of customer and field sales plans
  • Commercial Planning:
  • Lead the Sales Business Excellence activities in NZ with the support from within the region
  • Support commercial planning through Nestles (Monthly Business Planning) cycle including DF

National Business Manager NZ

Simplot NZ
03.2018 - 09.2018
  • Summary of Role: To provide leadership, management & guidance to achieve targets for profitable growth across the Simplot brands within the grocery channel
  • Achievements:
  • Created effective reporting (financial & account management) that has been rolled out across the business
  • Currently working with commercial to create trade marketing guidelines for profitable promotions across adjacent categories
  • Promotional Forecasting tool
  • Responsible for:
  • Account Management:
  • Regular & effective engagement across the both Foodstuffs groups
  • Ensure the most effective use of trade spend is maintained within budget.
  • Creating promotional plans that address the changing category needs and retailer philosophies
  • Creating & Implement ranging recommendations
  • Reason for leaving: Approached for Head of Category & Shopper Role

Category, Customer & Trade Marketing

Asahi - Independent Liquor
09.2015 - 03.2018
  • Summary of Role: After developing the category team and processes at Better Drinks I was then bought over to ILNZ to develop similar capabilities in the alcohol division. I was responsible for providing people, strategic & customer leadership while driving the mid-term plan & 3yr category growth agenda with our customers. Working internally with Sales, Commercial & Marketing Leadership teams to ensure these growth drivers are clearly defined, measured & supported.
  • Achievements:
  • Created a clear pack price architecture with measureable outcomes that delivered sustainable growth in category for retailers across channels & ILNZ
  • Worked with Retailers using basket data to determine brand/pack substitutability creating a more profitable category via increase $AWOP
  • Delivered the commercial planning process and built appropriate resource to execute across multiple channels
  • Responsible for:
  • Category Strategy & Development
  • Working directly with our retail customers consolidating Shopper and Consumer insights into customer-lead actionable insights that support the overall strategy of growth within in each of the categories & channels
  • We do this by bringing multi facets of data such as internal ERP information, consumer research, and transaction, as well as standard scan data.
  • A large focus of this area is with customer on the project based insights but also responsible for standard customer scorecard measures
  • Customer Marketing/Trade Activation
  • There are 3 Customer Marketing & Activation Managers. The are responsible for the development & implementation of BTL activity across all brands and supported with Shopper Insights
  • We have created Customer segmentation across all channels to aligning appropriate trade support with the brand & commercial strategy
  • This includes the budget & production of all supporting on line sales tools and the implementation of the quarterly regional meetings across NZ
  • Plus Post analysis and recommendation
  • Shopper marketing deliverable
  • We recently developed an in-house online delivery system for promotional activation. The Activation Coordinator is responsible for Inventory control and logistics that support the Trade Activation Managers/Customer Marketing Managers
  • We manage the budget and the Online ordering & procurement of all materials
  • CRM
  • CRM Development– building the CRM roadmap in conjunction with overall strategic objectives around field development e.g. prospecting, category experience & compliance.
  • Reason for leaving: too expand my experience in a Sales Leadership role

Category & Trade Marketing Manager

Asahi - The Better Drinks Co.
06.2013 - 08.2015
  • Summary of Role: This was a newly developed role in June 2013. It comprises of 4 parts, Market Data Insights, Shopper Marketing Material management, Cycle Planning Calendar Management and CRM Content Management
  • Achievements:
  • Created Commercial planning and alliance across Sales, Marketing, commercial & Operational departments
  • Created and delivered Category lead Insights for the NZ and AU retailers
  • Ran the NPD pipeline and gate process that aligned to brands and overall business strategy
  • Project managed the CRM & Sales app for Customer services and field team
  • Responsible for:
  • Cycle Planning Calendar Management
  • Running the Commercial Calendar and promotional alignment between the groups
  • Reporting and recommending on development in conjunction with Sales and Marketing
  • Responsible for the NPD gate process and managing the sales, marketing and production teams to meet objectives
  • Post analysis and recommendation
  • Market Data Insights
  • Lead contact with external data providers including Scan, Insights & Market research suppliers
  • Internal expert for reporting and insight on market and category trends including pack and pricing recommendations
  • CRM content Management
  • Developing the CRM and Sales App tool to align with the TBDC business initiatives
  • This has required building solid relationships with business partners within the group to achieve the best possible result as well as realigning internal systems to help meet the end goal
  • Shopper Marketing and Material Management
  • Internal voice for picture of success and the elements required to ‘win’ with customer for all channels
  • Using Shopper and Category Insights to lead external conversation with retailer to develop aligned support programs
  • Creating BPPCO recommendations

Acct Manager to Snr Acct Director

Circana (IRI)
03.2002 - 04.2013
  • About the Company: Predominately a market research company that collects & processes scan, transactional & shopper behaviour data that is then used by retailers, such as Progressive, Woolworths, Pharmacybrands and their suppliers.
  • Senior Account Director Nov 2011-April 2013
  • Responsible for category focused presentation and data to insights projects for client such as Mars, Fonterra, J&J AU & NZ
  • Member of the NZ Leadership group – involved in long term business planning and operational decision making e.g. client servicing initiatives, training (internal & external), process improvement, resource allocation and recruitment
  • High level of client contact at a senior level providing analysis and insights into business performance
  • Created the Aztec Training Academy – training the trainers, developed 5 modules for Auckland, Wellington and Christchurch regions
  • Managing a team of 6 Account Managers, Account Executives and Account Directors
  • Team Leader Mar 2008- Nov 2011
  • Helped develop & implement NZ Team Structure with PDP reviews and client service initiative meetings
  • Managed a team of 8 Account Mangers/Executives responsible for reviewing WIP’s, training, mentoring & client contact where appropriate
  • Account Director Mar 2004 – Mar 2008
  • Management of Tier 1 accounts e.g. Fonterra, Progressive, Pharmacybrands, Goodman Fielder, Mars, Johnson & Johnson, Cerebos
  • Developed the pharmacy channel service, increased the panel from 50 to 350 pharmacies
  • Presented regular reviews on channel development to senior members of all pharmacy groups
  • Training category managers in software and best practice reviews
  • Account Manager Mar 2002 – Mar 2004
  • Start-up employee for Aztec NZ
  • Strong focus on Business Development – signed up to 40 contracts in the first 2 years
  • Account management for tier 2 clients plus Progressive Enterprises (originally Woolworths Nz). Clients: Kellogg’s, McCain, Pfizer, GSK and a number of other clients

Trade Marketing Services Manager

San Remo
03.1999 - 03.2002
  • Marketing Service Manager
  • Nov 1999 – Mar 2002
  • Reported directly to International Business Manager (Australia based)
  • Responsible for local marketing projects – new product launches, sampling, collateral, advertising and trade presenters
  • Launched Fantastic Rice Crackers into NZ and became the number 1 brand in the category and increased sales by $7M in 2 years with limited Sales & Marketing budget. I achieved this using in-store displays and sampling and quickly managed a team of sampling merchandisers
  • Created a Demand Planning schedule to align with Australia using the Movex system
  • Managed 3 staff – Customer Services Support
  • Created, set and monitored budgets and spend levels for NZ Sales team in conjunction with the Business Manger
  • Marketing Executive
  • Mar 1999 – Nov 1999
  • Responsible for quarterly reporting to Head office in Australia using Nielsen software
  • Implementing marketing initiatives lead from Australia
  • Created standardised trade category reviews – for all grocery retailers using Nielsen software

Marketing Executive

Shiseido
03.1997 - 03.1999
  • Company Overview: Shiseido is a cosmetic company supplying Retail channels. The company produced in NZ up until 2010. The remainder was source from various countries.
  • Product Manager 1997-1999
  • Reported to Marketing Manager NZ and supported the marketing team as required
  • Managed product launches for fragrance for the Shiseido brand which were launched in major Retailers
  • Involved with NPD sensory testing, ATL scheduling &, overseas demand planning
  • Responsible for collateral and product knowledge scorecard plus training within pharmacy channel

Education

Bachelor of Business - Marketing

Manukau Institute of Technology
Auckland, NZ

Skills

  • Friendly, positive attitude
  • Teamwork and collaboration
  • Customer service
  • Problem-solving

Timeline

Head of Commercial Development

Nestle AU
12.2023 - Current

Head of Category & Shopper

Nestle NZ
09.2018 - 12.2023

National Business Manager NZ

Simplot NZ
03.2018 - 09.2018

Category, Customer & Trade Marketing

Asahi - Independent Liquor
09.2015 - 03.2018

Category & Trade Marketing Manager

Asahi - The Better Drinks Co.
06.2013 - 08.2015

Acct Manager to Snr Acct Director

Circana (IRI)
03.2002 - 04.2013

Trade Marketing Services Manager

San Remo
03.1999 - 03.2002

Marketing Executive

Shiseido
03.1997 - 03.1999

Bachelor of Business - Marketing

Manukau Institute of Technology

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Jocelyn Anderson