BEKONO KEDE BRICE
YAOUNDE
Summary
Trade Marketing & Channel Manager with 15+ years of experience driving channel development, strategic planning, and data-driven trade execution. Skilled in account management, CRM, and team coaching to improve market performance and sales growth.
Overview
3
3
Languages
1
1
Certification
19
19
years of professional experience
Work History
Trade Marketing & Channel Manager
Société Africaine De Fabrication De Vins & Spiritueux (SAFVIS S.A.)
2022.10 - Current
- Planification , monitoring and reporting of all trade activation initiatives at National level
- Monitoring of channels performance to identify gaps in pricing, assortment, and execution.
- Development of trade marketing plans aligned with sales targets and channel priorities.
- Draft of retailer promotions, point-of-sale materials, and product launch execution in such a way to foster consumer and shopper engagement at point of purchase.
- Ensure alignment of both Route-To-market and Route-To-consumer activations with corporate and brand strategy in order to help sales targets achievement
- Monitoring of all Modern trade branding and shopper strategies
- Lead, coach and train the Trade marketing team
- design, supervision, and execution of all public relations initiatives, sponsorships, trade fairs, and all commercial and corporate events
- Sales force support and data analytics to support top-management in strategic decision-making
Assistant Marketing Brand & Media
Société Africaine De Fabrication Des Vins et Spiritueux (SAFVIS S.A.)
2021.03 - 2022.10
- Coordination marketing campaigns across brands, aligning promotions with sales objectives.
- Management of social media content calendars, ensuring consistent brand messaging and timely publishing.
- Analyze market trends and competitor activity to support campaign planning and positioning.
- Prepare performance reports, consolidating campaign results for management review.
- Brand portfolio management.
- Management of ATL & BTL media campaigns, promotional
campaigns. New Brand launches.
Regional Trade Marketing Coordinator (RTMC)
Union Camerounaise De Brasseries (UCB)
2018.04 - 2020.08
- Lead the planning and execution of trade marketing activations into all channels, to drive commercial value for customers as well as
for UCB - Lead the development and execution of detailed marketing
activation plans and promotional activities based on customer and
consumer insights of high quality and on time to ensure great
visibility and activation in our customer outlets. - Liaise with sales teams to deploy point-of-sale materials and support product visibility in market.
- Organized sponsorships, events, and product launches, maintaining brand standards and stakeholder coordination.
- Carry out a permanent market competitive intelligence and draft counter-proposals against competition initiatives.
TRADE ACTIVATION EXECUTIVE
DIAGEO - GUINNESS CAMEROUN HUB
2014.12 - 2016.01
- Direct cross-functional execution of commercial priorities across distribution, sales, and brand activation teams.
- Strengthen operational compliance by aligning activity plans with governance, reporting, and internal controls.
- Coordinate stakeholder engagement with trade partners, agencies, and internal leaders to support market objectives.
- Analyze performance reports to identify execution gaps and refine commercial decision-making.
Sales Development Representative
DIAGEO - GUINNESS CAMEROON HUB
2013.05 - 2014.03
- Generate qualified sales pipeline through prospecting, cold outreach, and follow-up across assigned territory.
- Manage CRM records accurately, tracking leads, opportunities, and customer interactions for sales visibility.
- Consistently deliver Annual Objective Plan, Net Sales Value and
volume in the territory under supervision. - Build and drive schemes to engage and motivate partners' sales
forces and customers.Evaluated prospect needs and matched product solutions to improve conversion and customer engagement. - Build customer development plans and ensure follow-up in order
to increase customer trade profit and company Share of Market.
Trade Marketing & Distribution Representative
British American Tobacco (BAT)
2007.08 - 2008.09
- Manage route coverage and maintain consistent product availability across assigned retail outlets.
- Replenish stock, ensure inventory rotation, and reduce out-of-stock issues during store visits.
- Build strong retailer relationships to support order execution and market presence.
- Monitoring of sales performance and identifying distribution gaps for corrective action.
- Manage the Distributor, Wholesalers and retailers through the
implementation of account strategies and plans in order to
maximize volume, market share and other distribution metrics.
Education
MBA - Sales Management And Commercial Negotiation
ESSEC BUSINESS SCHOOL
Douala, Cameroon2009-03
Post-Graduate Diploma - Political Science
UNIVERSITY OF YAOUNDE 2 - SOA
Yaoundé, Cameroon2007-12
Bachelor of Science - Politics And Public Administration
UNIVERSITY OF BUEA
Buea, Cameroon2005-03
Skills
- Channel development
- Marketing Management - Brand management; strategic analysis of brand portfolios
- Market research
- Data analysis
- Business forecasting
- CRM proficiency
- Account management
- Strategic planning
- Project management - planning and budgeting
- International trade - International commercial Terms
- Brand management
- Teamwork
Certification
- VMWare Sales Professional 5-January 2012 - Infrastructure and workstation virtualization
- Internship In les Brasseries du Cameroun S.A. from September
2010 to December 2010 with the On-Trade and Club Challenge National Supervisor. - Internship in les Brasseries du Cameroun S.A. from July 2009 to October 2009 under the supervision of the Sales Manager "New Markets"
Additional Information
COMPUTER LITERACY
- Microsoft Office Suite
- Plume AI
- Retail Classification System 5 - Data entry and Data Reporting (RCS5).
- VMWare Workstation
- Microsoft Dynamics CRM
- SAP
Languages
English
Full Professional
Spanish
Elementary
French
Native or Bilingual
Timeline
Trade Marketing & Channel Manager
Société Africaine De Fabrication De Vins & Spiritueux (SAFVIS S.A.)
2022.10 - Current
Assistant Marketing Brand & Media
Société Africaine De Fabrication Des Vins et Spiritueux (SAFVIS S.A.)
2021.03 - 2022.10
Regional Trade Marketing Coordinator (RTMC)
Union Camerounaise De Brasseries (UCB)
2018.04 - 2020.08
TRADE ACTIVATION EXECUTIVE
DIAGEO - GUINNESS CAMEROUN HUB
2014.12 - 2016.01
Sales Development Representative
DIAGEO - GUINNESS CAMEROON HUB
2013.05 - 2014.03
Trade Marketing & Distribution Representative
British American Tobacco (BAT)
2007.08 - 2008.09
MBA - Sales Management And Commercial Negotiation
ESSEC BUSINESS SCHOOL
Post-Graduate Diploma - Political Science
UNIVERSITY OF YAOUNDE 2 - SOA
Bachelor of Science - Politics And Public Administration
UNIVERSITY OF BUEA
Hobbies
- Swimming,& Soccer
- Movies,Music & clubbing.
- Tourism
REFERENCES
- Mr Ndameda Ngono William
Commercial Cluster Director Central & West Africa - DHL Express Delivery Cameroon
ndameda@yahoo.fr / Tel: +237 6 9982 6012. - Mr Emile Priso Mandengue
Customer Marketing Manager and Marketing Strategist - Diageo - Guinness Cameroon Hub
emile.priso@gmail.com / tel: +237 6 5062 0702 - Mr Jacques Derce Mouen
Marketing and Communication Director - KADJI GROUP
jacques.mouen@sa-ucb.com, +237 6 9994 3373 - Mr LEHECHE Michel
Legal and Administration Director - SAFVIS S.A.
michel.leheche@safvis.biz / Tel: +237 6 9950 6135
- Mr Christian Ngandeu
Managing director - SAFVIS S.A.
Tel: +237 6 9024 7519