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Case Study: Business Growth

ASSIGNMENT TYPE:
Growth
Fast paced local market launch and onward sale

SECTOR

Branded consumer goods (Electronic cigarettes)

BUSINESS TYPE

Listed USE (NYSE) parent company
US $5bn t/o
2,900 employees

ROLE

Interim Commercial Director

SITUATION

Phase 2 post start-up e-cigarette business on rapid branded growth journey (£0 to £100m in 3 years), backed by a major USA tobacco company in a rapidly changing, un-regulated early-adopter market place

TASK

• Stabilise, lead and professionalise the business for a future trade sale
• Structural transformation and route to market re-definition
• Create consumer and category relevance

ACTION

• Talent identification and structure changes for fast growth needs
• Route to market re-alignment with new channel based sales teams
• Major customer contract negotiations
• Creation of consumer insights and business
operating platforms
• Major ATL/BTL brand investment

RESULTS


• UK product distribution growth of 80% (+4,500 stockists) and market share increase from 3% to 8% in 7 months
• Nielsen lead category data partner for newly defined e-cig category
• End to end supply chain EPD/NPD global product plans defined
• Lead UK commercial negotiator for sale to Imperial Tobacco
• 2nd business restructure and business transition planning for new ownership
• Smooth transition to new business ownership