Angela Haynes
Christ Church
Summary
Experienced Distribution, Sales, and Marketing professional with over 10 years of success in the Fast-Moving Consumer Goods (FMCG) industry, leading large cross-functional teams and driving divisional growth. Skilled in retail merchandising, negotiation, market management, business planning, sales analysis, forecasting, budget management, fleet operations, supply chain coordination, finished goods warehouse management, trade marketing, and customer experience strategy. Recognized for consistently delivering results under pressure, resolving conflicts effectively, and spearheading change initiatives. Proven ability to drive effective change management and improve staff engagement, fostering a culture of accountability and high performance. A self-motivated leader with a strong work ethic who inspires trust and confidence across teams and senior management. Passionate about building relationships that drive sustainable growth, operational excellence, and high-performance outcomes at the divisional level.
Overview
20
20
years of professional experience
Work History
Head of Sales, Distribution & Marketing
PURITY BAKERIES LTD
11.2023 - Current
- Developed and implemented integrated strategies across Retail, Sales, Marketing, Merchandising, Wholesale, Distribution, Finished Goods Warehousing, Customer Service, and Transportation, enhancing overall business performance.
- Drives sales performance by setting targets, analyzing data, and executing strategic plans to achieve revenue growth.
- Managed retail sales operations with a focus on strategic planning and team leadership, driving customer-centric growth.
- Leads trade marketing and merchandising initiatives to boost brand visibility and retail performance.
- Redesigned the Distribution model; reduced delivery time by 20% & increased customer base by 30%.
- Oversees distribution model effectiveness and provides strategic input for optimization.
- Leads the creation and launch of new product strategies to drive innovation and market expansion.
- Achieved effective change management and improved staff engagement scores through fostering a culture of accountability and high performance.
- Evaluates departmental performance and implements continuous improvement initiatives.
- Manages departmental budgeting and resource allocation to meet financial targets efficiently.
- Executed package launch with integrated marketing campaign, improving customer engagement scores.
- Oversees fleet operations and ensures safe, efficient vehicle management aligned with business needs.
- Designs and maintains customer satisfaction frameworks, including experience surveys, to monitor and enhance service quality.
- Customer Experience Surveys: Improved response rate in year 1 by 53 PP & year 2 by 13 PP.
- Net Promoter Score from negative double digits to positive score.
- The customer satisfaction rate grew by 38 PP.
- Led a team of 80 employees, providing strategic direction that fostered accountability, collaboration, and continuous improvement.
Customer Development Manager (Barbados)
Colgate Palmolive
11.2019 - 10.2023
- Market lead for Barbados Colgate Palmolive Team.
- Directly responsible for in-market sales results and distribution targets while ensuring fundamentals are developed and optimized in the day-to-day tasks of both the marketing and commercial field teams.
- Developed strategic customer engagement plans to drive sales growth while maintaining close working relationships with all stakeholders.
- Drove high ASP mix across portfolio sales both in market and shipments, identifying pricing opportunities and ensuring healthy margins.
- Established priorities and KPIs for measuring the distributor's execution against the plan.
- Trained and coached distributor sales force, equipping them with tools and skills to achieve sales targets.
- Ensured that marketing initiatives are executed with excellence at the point of sale.
- Led demand planning process with distributor's commercial and procurement team, ensuring alignment on inventory management.
- Assessed new product feasibility as it relates to the size of the segment opportunity, pricing required (considering both CIP and Distributor's margins), forecasting and providing regional counterparts with final launch recommendations.
- Identified and developed Out of Home (OOH) branding strategies based on the Country's needs.
- Conducted marketing research to offer insights for timely adjustments to current strategies and competitive tactics.
- Worked closely with various media agencies in negotiating cost-effective rates while ensuring adequate audience coverage.
- Organized promotional events and sponsorships to enhance brand visibility.
- Ensured marketing campaigns and new product highlights are featured on all relevant media platforms.
- Managed market expenses and ensured compliance with a strong ROI mindset across expense classifications.
Brand Manager (Food & Consumer Division)
Bryden Stokes Ltd
Bridgetown
01.2019 - 10.2019
- Plan, develop, implement and monitor marketing plans and budgets to ensure achievement of budgeted sales & gross profits.
- Met with key retailers to secure new product listings and facilitate line extensions.
- Coordinated promotional events and sponsorships to increase brand visibility and consumer engagement.
- Work with sales and procurement team to ensure purchasing, marketing and sales are in alignment with corporate plans and commitments to suppliers.
- Foster, maintain and successfully manage supplier relationships.
- Conducted regular trade visits to assess distribution quality, merchandising effectiveness, pricing strategies, and identify growth opportunities.
- Conducting training of Sales and merchandising teams across all assigned portfolios.
- Closely monitoring competitive activity.
- Trained sales and merchandising teams on product knowledge and sales strategies.
Trade Marketing Supervisor (Head of Tobacco Portfolio)
Bryden Stokes Ltd
Bridgetown
08.2015 - 01.2019
- Leading trade team to deliver on set commercial objectives for the market.
- Collaborated with the BAT team to plan and develop strategic priorities for the market.
- Analyzed sales pipelines and trends with senior management to forecast quarterly sales goals.
- Conducted trade visits to evaluate and identify new sales opportunities in the market.
- Created and executed brand promotions to enhance consumer engagement and brand presence.
- Planned sponsorships and events to enhance brand visibility.
- Expanded portfolio coverage by building new relationships within the trade.
- Conducted price analysis to ensure price compliance adherence and understand competitive pricing strategy.
Restaurant Manager Part-time
Stadium View Restaurant & Bar
01.2008 - 12.2012
- Managed restaurant operations, focusing on customer relations, vendor relations, and inventory control to enhance service quality.
- Monitored staff closely to ensure adherence to required standards in terms of safety.
- Conducted regular inspections to uphold cleanliness and sanitation standards, ensuring a safe dining environment.
- Recruiting of staff, preparing work schedules and rotation of shifts.
- Maintained accounting books for employee payroll and sales summaries, ensuring accuracy and compliance.
- Managing cash flows, ledgers and daily sales reports.
- Preparation of invoices and cheques for accounts payable.
- Assisted customers in answering their queries regarding food quality and service.
Senior Clerk
Guyana Revenue Authority
03.2006 - 10.2012
- Conducted Audit and Accounting functions.
- Processing and reviewing the various types of Tax Returns.
- Prepared reports, tax refunds, and letters regarding tax arrears.
- Conducted taxpayer interviews to enhance customer relations.
- Provided prompt responses to client queries.
- Acted in the capacity of supervisor for the Cashier booth.
- Managed daily cash flows and tracked petty cash transactions to ensure financial accuracy.
- Collaborated with investigation team to analyze cases and support decision-making.
- Applied banking procedures to prepare necessary financial reports.
Education
MBA - International Business Administration
MIU City University Miami
Miami11-2027
B.Sc. - Business in Management
University of Guyana, Turkeyen Campus
Guyana01-2012
Associate of Science - Marketing
University of Guyana, Turkeyen Campus
Guyana11-2009
Skills
- FMCG Sales & Distribution Strategy
- Market Expansion & Territory Development
- Budget Planning & Cost Control
- Fleet Management & Logistics Coordination
- Supply Chain Optimization & Vendor Management
- Finished Goods Warehouse Operations
- Business Planning & Forecasting
- Trade Marketing & Retail Execution
- Channel Management (Retail, Wholesale, Modern Trade)
- Conflict Resolution & Change Management
- Team Leadership & Coaching
- Negotiation & Stakeholder Engagement
- Customer Experience & Feedback Analysis
References
Available upon request.
Recreation
- Travelling and experiencing different cultures
- Meeting and interacting with positive people
Professional Development
Business Development: Strategic Planning, LinkedIn Learning, 2023, Business Development Foundations, LinkedIn Learning, 2023, Sales Performance Measurement & Reporting, LinkedIn Learning, 2023, Leading with a Growth Mindset, LinkedIn Learning, 2023, Identify Sales & Growth Opportunities, LinkedIn Learning, 2023, Marketing Communications, LinkedIn Learning, 2023, Marketing Strategy: Competitive Intelligence, LinkedIn Learning, 2023, Change Management Foundations, LinkedIn Learning, 2023, Digital Marketing Foundations, LinkedIn Learning, 2023, Project Management Foundations, LinkedIn Learning, 2023, Skills for Success, Dale Carnegie, 2019, Sales Training: Developing & Winning Sales Team, Ansa Mcal Barbados Ltd, 2018, Leading Effective Meetings, Caribbean Catalyst (Barbados), 2018, Personal Leadership, Caribbean Catalyst (Barbados), 2017, AMB Management Programme, Caribbean Catalyst (Barbados), 2017, Emotional Intelligence, Caribbean Catalyst (Barbados), 2016, Let’s Communicate, Caribbean Catalyst (Barbados), 2016, Time Management, Caribbean Catalyst (Barbados), 2016, Positive – Market Place, Market Focus, Customer Profitability, Negotiation and Leading self., British American Tobacco (Trinidad), 2015
Timeline
Head of Sales, Distribution & Marketing
PURITY BAKERIES LTD
11.2023 - Current
Customer Development Manager (Barbados)
Colgate Palmolive
11.2019 - 10.2023
Brand Manager (Food & Consumer Division)
Bryden Stokes Ltd
01.2019 - 10.2019
Trade Marketing Supervisor (Head of Tobacco Portfolio)
Bryden Stokes Ltd
08.2015 - 01.2019
Restaurant Manager Part-time
Stadium View Restaurant & Bar
01.2008 - 12.2012
Senior Clerk
Guyana Revenue Authority
03.2006 - 10.2012
MBA - International Business Administration
MIU City University Miami
B.Sc. - Business in Management
University of Guyana, Turkeyen Campus
Associate of Science - Marketing
University of Guyana, Turkeyen Campus