Willy Chandra
Head Of Commercial
Jakarta
Summary
Experience in leading Multinational FMCG players across the categories from Food & beverages & personal cares. Strong background in commercial role for more than 9 years & currently managing a leading spirits business in Indonesia with a role as Head of Commercial Diageo Indonesia
Overview
14
14
years of professional experience
2
2
Languages
Work History
Head of Commercial Indonesia
Diageo
9 2022 - Current
- Managing operations across Indonesia for Diageo Spirits brand
- Managed portfolio of high-value accounts, ensuring timely follow-ups and maintaining strong relationships. Managed high valued contracts & colaboration with top tier customer
- Managing P&L from primary and deplition for spirit Diageo with respective Partners (Importers, Distributors) and customer across Indonesia. Growing spirits business 5 times across 5 years.
- Partnered with cross-functional teams such as operations, finance, and product development to ensure seamless communication throughout sales process.
- Mentored junior sales representatives on best practices while fostering collaborative team environment.
Head of Sales Planning & Bussines Strategic
Diageo
01.2019 - 10.2022
- As a business strategic, analyze & insight for spirit category for Diageo Indonesia
- Optimize opportunity for each channel spirit category for Diageo Indonesia including performance of brand both local & imported spirit
- Being the part with Commercial team to determine the investment in the existing channel & area, also identify room for brand to growth
- Responsible for Sales & Operation Planning (S&OP) for overall spirit category in Diageo Indonesia
- S&OP process from 18 months rolling forecast both local & imported spirit in Diageo Indonesia & the impact on the P&L
- Oversight & managing the finance in spirit category from fund to trade (FTT) budget, analyse & optmize the spending for each contracted outlet
- Assist all the stakeholder from Marketing, Customer Marketing & Finance team to launch the new innovation through deep analysis
- Developing & optimize sales force automation (SFA) for commercial team to become best in class for the execution for Spirit category.
- Optimized pricing strategies by monitoring competitor activities, analyzing market trends, and considering internal cost structures for profitability maximization.
Head of Sales Operations Manager
Diageo
12.2017 - 01.2019
- Managing S&OP process, and responsible for planning the forecast with supply demand team, commercial team and factory
- Monitor trade spend and assist commercial team in measurement & evaluation proses to achieve an efficient spending
- Analyze spirit market to determine future key growth driver for Diageo spirit business in Indonesia
- Collaborating all function in commercial and customer marketing to align with future spirit ambition
- Set, manage and monitor all commercial database for spirit
- Developing and utilize use of SFA in commercial team for spirit Indonesia
- Tracking and set target and goals for SFA to help optimized and efficiency in commercial team.
Area Sales Manager
L'Oréal
10.2016 - 11.2017
- Responsibility to achieve Sell in & Sell out on modern trade key account and convenience store channel
- Manage operational on Modern Trade Key Account across Greater Jakarta
- Responsible for OSA on each account, and make sure our availability on shelf is on prime condition
- Responsible to make sure sell out is achieve across account
- Manage operational for Beauty Advisor on sales productivity, target, merchandising, placement & retail excellence
- Manage budget for minor merchandising issue regards to all of our asset across account
- Develop and coaching sales supervisor team member to achieving their target and capability
- Maintain relationship with account level.
- Fostered a positive work environment within the sales team by encouraging open communication, teamwork, and mutual support among team members.
Regional Account Manager
L'Oréal
02.2016 - 09.2016
- Provides leadership qualities for internal and external customers in all assigned tasks, while upholding Loreal Values at all times: inclusive of constructive problem solving, facilitating creative improvements, and inspiring others
- Achieves the MTI's Sales, Distribution, Merchandising and Promotion target for Loreal products as they are sold into all MTI's segments within Region
- Establishes an environment and foundation for future sales growth
- Sells and teaches other region team on how to sell value and solutions to Loreal's customers
- Manage and give direction for All MTI's segment available within respective Region, inclusive of customer interactions, promotion budget utilization, catalogue management, and plan
- Graming
- Prioritizes effectively and in accordance with corporate objectives
- Lead Region Top MTI's Joint Business Planning to ensure superior support for the Brands and served with good quality, while in the other hands enables other region team member to have strategic interaction with other MTIs
- Setting Promotion for MTI's aligned with company objective as well as manage product launch activity in MTI channel in each region
- Responsible for the region MTI's forecasting, sales tracking, and reporting
- Responsible in ensuring MTI to be profitable channel upon each region
- Evaluate market trends and gather competition information, identify trends that effect current and future growth of MTI sales
- Disseminate information to other regional sales representatives, corporate marketing and sales operations
- Special projects as assigned.
Regional Retail Excellence Manager
L'Oréal
10.2014 - 01.2016
- Managing four pillars of excellence within my area coverage from Sulawesi - Kalimantan - Maluku & Papua
- Ensure all visuals in counter are up to date and according to standard, including all merchandising tools including acrylic, cassette & tester bar
- Ensure all merchandising materials & counter conditions are in pristine condition
- Ensure all planogram are communicated and implemented in the stores
- Beauty Advisor (BA) & Service Excellence
- Tester management
- Promotion Activity
- Coordinate between area and head office about the tester management, merchandising excellence, Beauty Advisor (BA) & Service Excellence and Promotion Activity.
Distribution Development
PT Nutrifood Indonesia
09.2013 - 10.2014
- Managing dan develop our distribution plan with our local distribution patners
- Responsible for managing and planning the sales growth dan brand growth
- Responsible for develop the distribution system with our patners
- Increase the effective account, area coverage, promotion strategy
- Making the growth from several channel distribution, such as retail, modern, and new distribution channel that available at the area.
Marketing Promotion
PT Nutrifood Indonesia
01.2013 - 09.2013
- Area coverage, Batam - Pontianak - Bangka Belitung
- Responsible for developing Marketing Team within the are
- Making BTL execution with so we could achieve sales result, dan growth
- Managing the marketing strategy and connecting national strategy (brand) throughout area
- Developing SPG team within the area
- Responsible for making dan developing local communities that represent our brand, such as Hilo Green Ambassador, L-men Communities.
Distribution Development Executive
PT Nutrifood Indonesia
06.2011 - 01.2013
- Responsibility to develop and improve distribution system with our local patners
- Planning budgeting and sales growth at all our brand within the area
- Increasing our market share through promotion activity, BTL execution, distribution system.
Area Sales Coordinator
PT Nutrifood Indonesia
04.2010 - 06.2011
Education
Bachelor's degree - Food Science and Technology
Universitas Sumatera Utara (USU)
North Sumatera 01.2005 - 2009.04
SMA Methodist 2 Medan
North Sumatera 01.2002 - 2005.04
SMP St. Thomas 1 Medan
North Sumatera 01.1999 - 2002.04
SD St. Yoseph 1 Medan
North Sumatera 01.1993 - 1999.04
Skills
Brand Activation
Marketing Analytics
Channel Account Management
Pipeline Management
Competitor Analysis
Territory Management
- Competitor Analysis
Accomplishments
- Supervised team of 40 staff members. with 7 manager direct report.
- Growing spirit bussines more than 5 times since 2018, with expanding the route to market and implementing robust S&OP with all the stakeholder
- 6 times internal SODA awards in multiple cross function project in the last 4 years
- Driving the change within internal stakeholder in various system implementation and actively engaging improvement in governance
Timeline
Head of Sales Planning & Bussines Strategic
Diageo
01.2019 - 10.2022
Head of Sales Operations Manager
Diageo
12.2017 - 01.2019
Area Sales Manager
L'Oréal
10.2016 - 11.2017
Regional Account Manager
L'Oréal
02.2016 - 09.2016
Regional Retail Excellence Manager
L'Oréal
10.2014 - 01.2016
Distribution Development
PT Nutrifood Indonesia
09.2013 - 10.2014
Marketing Promotion
PT Nutrifood Indonesia
01.2013 - 09.2013
Distribution Development Executive
PT Nutrifood Indonesia
06.2011 - 01.2013
Area Sales Coordinator
PT Nutrifood Indonesia
04.2010 - 06.2011
Bachelor's degree - Food Science and Technology
Universitas Sumatera Utara (USU)
01.2005 - 2009.04
SMA Methodist 2 Medan
01.2002 - 2005.04
SMP St. Thomas 1 Medan
01.1999 - 2002.04
SD St. Yoseph 1 Medan
01.1993 - 1999.04
Head of Commercial Indonesia
Diageo
9 2022 - Current
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