Mitchell Butler

• Restructured a key component of the Trading Terms agreement in response to BATA's amended commercial strategy in the account, delivering a mutually beneficial outcomes for both parties and eliminating the risk of lost business.
• Developed and implemented short and long-term incentives to ensure delivery of key business metrics. (i.e. volume, share, profitability), such as Run Home incentives, Pay for Performance Accelerator, Margin Enhancements, etc.
• Effective management of a strained business relationship via misaligned strategic directions, ensuring business continuity of one BATA's largest national customers.
• Regular margin negotiations, seeking mutually beneficial outcomes to reduce BATA's cost to play in the account, whilst also managing customer KPIs.
• Creation of a novel price board activation, targeting the Winfield Brand over XMAS/NY 2023 - resulting in a +0.2% brand share growth and aiding in FY deliverables.
• Management of volume and share delivery within account in-line with corporate strategy, with clear and accurate forecasting to ensure vertical stakeholder visibility and alignment of performance tracking.
• Reviewed employee performance and provided ongoing feedback through bespoke development plans for coaching and employee empowerment.
• Cultivation and ownership of an Induction Playbook to aid in onboarding new starters to the business.
• Ensured compliance with all relevant legal requirements relating to national business operations.

• Developed and implemented short and long-term incentives to ensure delivery of key business metrics. (i.e. volume, share, profitability), such as Run Home incentives, Pay for Performance Accelerator, Margin Enhancements, etc.
• Created, managed and maintained long-term relationships with multiple national accounts.
• Analyzed market trends, customer needs, competitor activity and industry data to identify opportunities for growth and refinement (i.e. new guidelines for Retail and Promotional Capping)
• Managed a team of Account Executives and Analysts to ensure tasks are delivered within set deadlines and to a high standard through effective delegation, setting priorities and clear goals
• Monitored progress against budget and forecast performance metrics on a regular basis, particularly for short-term incentives.
• Reviewed employee performance and provided ongoing feedback through bespoke development plans for coaching and employee empowerment.
• Mediated conflicts between employees and facilitated effective resolutions to disputes.
• Led meetings with internal departments (i.e. Legal, Digital, National Field and Brand) to discuss and review strategies for achieving BATA's business goals.
• Organised and spearheaded Strategy Days for wider team, addressing gaps in skillsets and building camaraderie amongst all members.
• Cultivated and reinvigorated team morale through a culture of trust, respect and psychological safety
• Remained calm and professional in stressful circumstances and effectively diffused tense situations.
• Ensured compliance with all relevant legal requirements relating to national business operations.

• Used excellent verbal skills to engage customers in conversation and effectively determine needs and requirements.
• Significant experience in effectively managing a customer conflict due to stark differences in strategic directions
• Provided timely customer service support to resolve any issues quickly and efficiently, typically through creative solutions and outside-the-box thinking
• Generated weekly reports on sales performance against targets for vertical stakeholder review.
• Assisted in developing promotional materials such as flyers, catalogs, videos with the digital support team.
• Strong planning and prioritisation skills to ensure on time in full delivery of all internal and external requirements
• Used consultative sales strategies to effectively overcome client objections and maximize sales potential within account.
• Prepared sales presentations or proposals to explain product specifications and USP (NPD sell decks)

• Analyzed large datasets using statistical methods and software programs.
• Created reports, presentations, and other documentation for stakeholders.
• Provided recommendations based on data analysis results.
• Identified opportunities for process improvements across the organization (e.g. promotional tool re-work), which led to success in future roles/promotions.
• Prepared forecasts of future performance based on historical trends.
• Conducted detailed analysis on key trends and findings to summarize findings for leadership.
• Synthesized multiple sources of data and large data sets to develop reports, tools and metrics.

• Coordinated with internal stakeholders such as sales teams and product managers in order to ensure alignment between overall business goals and brand activation efforts.
• Ensured compliance with legal regulations when planning or executing any brand activation initiatives.
• Collaborated with marketing teams to create effective content for brand activations. (e.g. 'Winfield World' - Augmented Reality activation)
• Collaborated with external vendors on branding projects and marketing collateral design.

• Maintained relationships and collaborated with key stakeholders (Trax, BLB), to delivery bespoke activations tailored to specific business requirements (e.g. automated merchandising units)
• Significant experience in AI recognition (Price Boards) and creation of an automated solution to measure compliance to business deliverables and Retail Trading Agreement guidelines
• Prepared reports detailing performance metrics for each both automated price board recognition and merchandising units; shared insights with senior management team.
• Assisted in the creation of promotional materials such as flyers to advertise products and bespoke incentives in independent retailers.
• Evaluated effectiveness of trade activation campaigns by analyzing sales figures before and after each promotion period.

• Monitored sales performance of assigned product categories in each store.
• Ensured accurate OTIF implementation of promotional strategies for retail stores.
• Created and maintained relationships with all customers across multiple patches.
• Provided technical support to customers regarding product features and benefits.
• Ensured compliance with applicable regulations related to trade promotions.
• Performed regular audits of store displays and merchandising activities.
• Translated client needs into value proposition to generate sales and profit for BATA.

My performance in this role translated to a role offer under BATA's Global Graduate Programme in which I spend 2 weeks in London refining my holistic marketing capabilities via a multi-year business simulator and building global connections with other international Graduates

As an intern, I was tasked with assignments such as conducting market analyses through thorough research of clientele information, demographics, market structure trends and future opportunities. In addition to this I was required to evaluate current and previous marketing campaigns and provide recommendations for future strategies. This is all in conjunction with learning the interpersonal sales process of client engagements and closing large B2B and B2C sales deals. Understanding how to meet client needs and ensuring maximum customer satisfaction whilst fostering deep relationships and continued loyalty.