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Candidate Details

Name :

Valerimae Batenga
Qualification :
Trade Marketing Director
Industry :
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Candidate ID:
This candidate has been hired.

Trade Marketing Director

About our Client

Marketing professional with 15+ years’ experience in managing and shaping brand strategies and marketing initiatives. Expertise includes brand building and management, trade marketing, digital marketing, events organising, and market research. Solution-focused with a team-oriented mindset and strong influencing skills. Self-motivated and proactive with ability to meet tight deadlines in a changing market environment. Proven leadership and financial-based decision-making skills.


Professional Experience

Trade Marketing Director

  • In charge of improvement and implementation of in-store visual merchandising as well as in-store activation activities for brand launches and campaigns nationwide
  • Drive at least USD 1.5M incremental monthly sales through brand ambassadors 

  • Implement in-store activation activities for brand launches and campaigns 

  • Collaborate closely with operations team (Turn Key Unit) for store openings (FY target is 400 new stores)
  • Coordinate implementation of in-store signage and collaterals, including planogram design
  • Ensure coordination with promodisers and timely implementation of promo and campaign collaterals
  • Grew in-store sales through brand ambassadors by 20% in a span of four months

Marketing Manager

  • Delivered, implemented and executed marketing strategies and goals to drive volume and increase revenue, market share, and built brand equity
  • Implemented overall brand marketing strategy through aggressive ATL and BTL marketing, social media and content marketing, media and public relations
  • Implemented local and national events and promotions to drive awareness and loyalty
  • Analysed customer insights, consumer trends, market analysis, and marketing best practices to build successful business strategies
  • Planned and implemented a successful nationwide rebrand in 2012 in just 3 months
  • Grew brand awareness from 35% to 86% within 10 years
  • Leader in social media engagements and reach in the industry; Average engagement rate: 10%; Average conversation rate: 6%
  • Contributed to the increase in volume by 6.2% CAGR; EBITDA by 9.6% CAGR and NIAT by 14% CAGR

Promotions and Research Manager

  • Analysed the market through market research and insight that in turn drove brand awareness, loyalty, and trial through initiatives such as POS branding, national and local promos
  • Planned and implemented the successful rebranding
  • Created and implemented national loyalty programs for consumer and trade 
partners, including new user promotional activities

Account Manager / LPG Sales Support

  • Supported the LPG business in delivering growth targets by activating commercial accounts particularly centralised and chain accounts
  • Maintained and developed relationships with key commercial accounts and B2C distributors


Bachelor of Science in International Business and Economics

Professional Development Training includes:

  • Business Analytics for Marketing Masterclass

  • High Performance Habits

  • Developing Compelling Value Propositions
  • Compelling Channel Management
  • Building Good Media Relationship
  • 5-day MBA
  • Building Good Media Relationship

  • Influencing Skills Using 3D Language


  • Keeping fit by working out on weekends
  • Reading motivational books as a source of inspiration and personal growth
  • Watching movies
  • Traveling to experience diverse customs and traditions to broaden my horizons and gain new perspectives


Technical Skills

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