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Divinea Okwara
Sales and Marketing
Summary
Results-driven commercial leader with 15 years of experience driving revenue growth in competitive trade channels. Expertise in enhancing brand equity, expanding market share, and executing data-driven go-to-market strategies that improve performance and profitability. Proven in leading cross-functional teams and aligning creative initiatives with measurable business outcomes.
Overview
15
15
years of professional experience
Work History
Senior Channel Marketing Manager- At Home
Coca-Cola Hellenic Bottling Company
Lagos
08.2024 - Current
- Led customer segmentation and end‑to‑end channel strategy across all trade channels, enabling a tailored go‑to‑market approach that increased brand visibility by 70% and expanded presence into 40% more outlets multiple trade channels while unlocking incremental growth opportunities.
- Redefined channel execution and vendor governance by embedding POSM effectiveness measurement and a best‑in‑class SRM framework, including performance scorecards, delivering stronger in‑store quality and compliance, a 60% reduction in vendor costs, and a 33% increase in campaign effectiveness and ROI.
- Pioneered ROI‑led campaign measurement for Key Account channels, introducing structured post‑campaign tracking and optimization—the first end‑to‑end ROI accountability framework across key account activations.
- Led POSM sustainability initiatives, transitioning to reusable and recyclable materials, reducing material waste by 30–40%, lowering reprint frequency, and extending asset lifecycle value across key accounts.
- Led the company’s largest commercial convention for two consecutive years, managing multiple workstreams for 900+ attendees, delivering NPS >90, aligning cross‑functional commercial priorities at scale, and earning Best‑in‑Class Convention recognition both years.
- Led the Trade Marketing Make It Simple agenda, driving Oxygen initiatives that removed non‑value‑adding complexity and cut execution touchpoints by ~30%, enabling faster decision‑making and more focused channel execution.
Head, Modern Trade and Emerging Channels
Unilever Nigeria Plc
Lagos
03.2023 - 07.2023
- Led Modern Trade and emerging channels by revamping RTM, customer development, and shopper marketing strategies, designing plans that drove volume and market share.
- Delivering total Sales growth of +109% SPLY (Volume and Value) across channels (Modern Trade, Telesales, Pharmacy, B2B, e-commerce) through implementation of modernized operational policies and procedures.
- Leading the first digital transformation of in-store retail execution for Modern Trade in Unilever to monitor in-store KPIs such as share-of-shelf (SOS), on-shelf availability (OSA), planogram compliance, competitive reporting, brand distribution, price, and promotion requirements, as well as the delivery of CBD deployment, local customer/channel amplification, and Sales Fundamentals execution.
- Led the implementation of sales and merchandising academy that enhanced team capabilities, resulting in a 25% increase in sales performance, 80% On-shelf availability (OSA), 78% planogram compliance and 100% target achievement on Share of shelf (SOS).
- Designed and developed tailored shopper-based strategies for each channel, delivering superior visibility that engaged and excited shoppers.
- Led the restructuring of the Route to Market for Neighbourhood stores using the Hybrid Model, leading the way in introducing Telesales to reduce expenses while boosting the efficiency of the sales force in terms of calls, coverage, bill productivity, average drop size, portfolio range, and active sales.
- Restructured Integrated Business Planning (IBP) and JBP process in Nigeria market, improving customer service delivery in Case Fill Rate, forecast accuracy, and inventory norm KPIs across all Modern Trade channels.
- Managed P&L effectiveness by optimizing trade term structure, optimizing inventory management, reducing carrying costs by 23%, and improving margins by 16%.
Emerging Channel and Sustainability Lead, Customer Development
Unilever Nigeria Plc
11.2021 - 02.2023
- Generated €2M annual revenue by Creating and spearheading the development of business launch plans and operational implementations to drive the penetration of new expanding channels (Telesales, pharmacy, and B2B).
- Increased number of entrepreneurs by 150% and generated €4.5M in incremental revenue by managing recruitment of 6,000 women across 19 states to drive last mile distribution into 275,000 rural households and retail outlets.
- Secured €500K investment for female empowerment and income generation by leading digitization of model's efficiency and productivity, delivering data insights that enabled rural women to obtain loans.
- Overseeing the P&L by revamping RTM model, delivering operational efficiency models, reducing costs by 40%, and improving margins by 28%.
- Launched Perfect store online by deploying omnichannel assets to improve search engine optimization by 60% and conversion by 70%.
- Enhanced ecommerce store engagement, revenue, and conversion rates by guiding external partners in developing joint business plans and creative approaches.
Founding Director
Z&H E-commerce Store
Lagos
03.2020 - 10.2021
- Fostered +60% growth in sales target through development and implementation of innovative promotional, sales and customer retention strategies.
- Managed marketing initiatives including SEO, email marketing, brand marketing, and social media marketing to enhance brand visibility and engagement.
- Developed operational initiatives that supported sustained business growth and streamlined processes.
National Sales and Trade Marketing Manager
Oriflame Cosmetics Nigeria Ltd
Lagos
09.2017 - 02.2020
- Managed P&L by implementing pricing strategies and cost-efficient models, achieving 45% net profit.
- Created customized trade marketing strategies and plans for long-term success across personal health care, skin care, color cosmetics, fragrances, and hair care categories.
- Built sales force through targeted recruitment and sales techniques, increasing team size by 70% and enhancing sales volume.
- Managed a direct selling business with over 40,000 independent consultants in Nigeria. Accelerated sales growth to $18 million (+68% year on year) and ranked as Oriflame's fastest growing market among mid-size markets in FY 2018 and FY 2019.
Modern Trade Leader
Transmed Distribution & Logistics Nigeria Ltd
Lagos
04.2017 - 07.2017
- Increased Duracell brand building and total profit delivery in modern retail locations with key customers such as Shoprite, Spar, and Walmart (Game); delivering Sales increase of +987% vs. Year Ago (YA) and Value Share leadership growth of +50pts.
- Developing Strategic route to market plans for Duracell and P&G brands which established leadership sales and value share. Duracell delivered as the Category leader in international Hyper-Supermarkets.
- Created and implemented trade agreements with Transmed and international modern retail outlets, defining supply/demand/payment conditions and joint business plans to maximize profitability.
- Managed budget for in-store promotions and merchandising costs, aligning demand creation plans to drive sales growth and enhance profitability.
Key Account Manager
Procter & Gamble Nigeria
Anambra & Asaba
04.2011 - 07.2017
- Successfully led Anambra and Asaba business to deliver +32% Net Sales growth by laser focus on accelerating sales in Wholesale operations (+36pts vs. YA), driving Power SKU distribution in DTR (Direct to retail) channel and expanding Sub Distributor business.
- Expanded P&G brands distribution by pioneering drives into rural areas through sub distributor and Village Distributor models, resulting in sales growth of +70M NGN (≈ $450,000) and closing at +39pts vs YA.
- Identified growth opportunities within territory and collaborated with regional distributor to develop sales route initiative targeting new retailer recruitment through creation of high frequency SKU packs sold to achieve Golden store distribution at discounted pricing.
International Modern Trade Leader
Procter & Gamble Nigeria
Lagos
12.2016 - 03.2017
- Managing International Retail business for P&G with Key Customers like Shoprite, Spar and Walmart (Game); with Sales growth of +48% vs. Year Ago (YA) and +15 pts. ahead of market; and Value Share growth of 60.7pts. Established leadership shares in 5 out of 8 categories.
- Designed strategic go-to-market plans and trade terms, achieving category leadership in international retail chain for value, volume, and shelf share across all core P&G brands.
- Improved gross contribution of P&G brands by +18 points through increased sales of premium portfolio in modern trade channel.
- Leading Budget Management and Spend effectiveness; ensuring sales growth is faster than investments/spend to improve bottom line. Sales growth delivered +20pts ahead of budget growth.
Regional Sales Manager
Procter & Gamble Nigeria
South-east Nigeria, South-south Nigeria& Makurdi
08.2014 - 11.2016
- Led the largest P&G Distributor organization, with yearly sales of $100 million across 10 territories, with 2 sales managers and 10 Field Sales Managers, to increase business growth at Index +37% versus Year Ago (YA) through Sub Distributor expansion, Direct to Retail growth, and Wholesale delivery business.
- Directly managing/leading the P&G sales team (6 persons) and indirectly leading the RD Sales Team (approx.200persons) of the biggest regional distributor (>30% of total P&G Nigeria's business and in 10states).
- Established route-to-market partnerships that improved distribution and optimized product mix on the shelf.
- Led expansion of declining wholesale business to achieve +33pts vs. YA by developing measurable joint business strategies.
- Developed strategies to drive top-line growth aligned with operating TSR and collaborated with trade marketing to create tailored go-to-market plans for new brand launches.
Education
Master of Business Administration - Enabling E-commerce
Nexford University
Washington, DC08-2025
B.SC - Medical Laboratory Science: Second Class Upper Division
Imo State University
Owerri, Imo State06-2006
Skills
- E-commerce strategy
- Online sales strategy
- Trade marketing
- Campaign execution
- Customer segmentation
- Market analysis
- Trade promotions
- Project management
- Budget forecasting
- Strategic planning
- Sustainability initiatives
- Leadership development
Languages
English
Native
Native
Timeline
Senior Channel Marketing Manager- At Home
Coca-Cola Hellenic Bottling Company
08.2024 - Current
Head, Modern Trade and Emerging Channels
Unilever Nigeria Plc
03.2023 - 07.2023
Emerging Channel and Sustainability Lead, Customer Development
Unilever Nigeria Plc
11.2021 - 02.2023
Founding Director
Z&H E-commerce Store
03.2020 - 10.2021
National Sales and Trade Marketing Manager
Oriflame Cosmetics Nigeria Ltd
09.2017 - 02.2020
Modern Trade Leader
Transmed Distribution & Logistics Nigeria Ltd
04.2017 - 07.2017
International Modern Trade Leader
Procter & Gamble Nigeria
12.2016 - 03.2017
Regional Sales Manager
Procter & Gamble Nigeria
08.2014 - 11.2016
Key Account Manager
Procter & Gamble Nigeria
04.2011 - 07.2017
Master of Business Administration - Enabling E-commerce
Nexford University
B.SC - Medical Laboratory Science: Second Class Upper Division
Imo State University