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Florence Saronge

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Florence Saronge

Marketing, Strategy & Business Development Professional; http://fsaronge.wix.com/florence-saronge#!


Executive Leadership, Strategic Planning, Marketing, International Business, Project Management, Business Development, Sales Management, Market Penetration, Brand Management, Mentoring and Coaching, fully integrated commercial plans that are grounded in commercial reality.

Business leader with a demonstrated record of success in leading cross-functional, multi-cultural organizations to penetrate new markets, strengthen existing market presence, and drive sales to new heights in fast-paced environments; Sound commercial ‘intuition’ with an understanding of the external environment to distil the key themes and determine the areas of opportunity for the business.

Proven excellence in consistently meeting and exceeding short- and long-term objectives in diverse start-up, high growth, reorganization, and turnaround situations.

A deep understanding of Consumer Driven Outlet Segmentation tools/techniques and can apply learnings to review segments based on changing market dynamics and able to inspire and drive the commercial application of throughout the business.

Contact details

fsaronge@live.com


Web presence

Business Address

Likoni Road, Nairobi, Kenya

Professional details

Previous Position(s)

Chief Marketing & Strategy Officer / Head of Public Sector Sales / Business Development Manager | Orange Kenya
2009 - 2012

ICT and Telecommunications

Successfully launched the 3G network, products, services & offers, and implemented an innovative pipeline of products that saw firsts in the market such as parental control for all orange internet data users & coverage checkers
Revamped refreshing user friendly online Orange portals with new, better experience delivery
o Commercial web site & micro sites; utilising search, email marketing, social and online advertising campaigns, as well as collaborating with interactive teams on website development to insure Search Engine Optimization (SEO)
o Corporate website
o Online shopping portal
Drove up market share from 7% in 2010 to 10.4% in 2011;
o Roaming revenues by 147% Year on Year
o Internet sales growth of 44%, with a high growth of mobile internet at 61%
o Increased Government project revenue contribution by $518,000 within two months by spearheading creation and implementation of highly effective project proposal for IPT.
Launched Tele-presence on Lease (1st of its kind in Kenya that is Open-Source based.
Developed programme standards and proactively monitored the overall progress of all projects within business market ensuring overall integrity of the programme - focusing inwardly on the internal consistency of the function and outwardly on its coherence of interfaces with other functions.
Identified new business opportunities, new customers, new business models and channels.
Provided leadership and direction to marketing associates to guide the creation of marketing materials and ensure congruence with objectives.


Operations Marketing Manager | Coca-Cola East & Central Africa
2007 - 2008

Developed and managed a wide range of marketing tools, including promotional materials, direct-mail pieces, and Web site content.
Defined and evaluated product marketing collateral, programs, and analyses.
Drove up target-market product sales by 17% through designing and launching new trade marketing strategy.
Increased new-product (1.5 litre pack) revenue from zero to $50,000 within one month by spearheading creation and implementation of highly effective marketing campaign.
Exceeded business goal of 25% market share for one product, propelling overall market share beyond 35%.
Developed and executed the management of a comprehensive marketing plan encompassing integrated marketing initiatives that penetrated and grew targeted markets.


Key Accounts Manager / Regional Key Accounts Manager / Channel Sales & Marketing Manager | Coca-Cola Nairobi Bottlers, Sabco
2002 - 2007

Marketing, Advertising and Public Relations

Successfully maintained and increased client base by designing and implementing a key accounts customer acquisition and retention strategy.
Grew the revenue base of the Top 200 accounts from 17% to 32% contribution to overall Company revenue.
Created a comprehensive Logistics, Warehousing & Distribution system for the bottler that ensured efficiencies in the value chain management.

Educational history

Secondary

Moi Girls High School Eldoret, Eldoret, Kenya (1988)

Tertiary

University of Nairobi

2001 - 2004

MBA - Marketing & Strategic Management

Zafrica Business School

1997 - 1997

LCCI Group Diploma in Marketing - Marketing, Public Relations, Advertising & Promotions

Moi University

1990 - 1993

BSc - Information Sciences

Activities

Memberships

Marketing Society of Kenya

Member, 2004 - present

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