Francine Rocha has over 10 years of experience in sales and project management roles. She is currently the Regional Manager for Nestle Nespresso UK&I, where she is responsible for 150 stores in the South Central region and achieving sales targets through projects like product demonstrations. Previously, she was the Commercial Development Executive at Nestle Nespresso, where she successfully managed projects like implementing a new SAP system and developing processes to increase promotional POS execution and reduce waste. Francine is skilled in communication, relationship building, and identifying solutions to improve efficiency.

1. Francine Rocha
Telephone: 0790 0761176
Email: francine.rocha@hotmail.co.uk
32 St Augustines Avenue, London, W5 1ED
A driven Regional Manager who has gained excellent communication, negotiation and project
management skills through commercial roles at a globally renowned company. Through
experience in different areas of the business, I have developed processes, coordinated events and
managed large-scale projects.
I developed strong cross-functional relationships at market level, with our global headquarters
and with third-party developers to streamline our existing systems, which reduced administrative
work and allowed for more strategic thinking to improve results.
I am someone who embraces change as I have the capability to understand and adapt very fast.
I am also naturally curious and continuously looking for ways to improve efficiency.
Employment History
July 2015 – Present
Regional Manager, Nestle Nespresso UK&I
The key aim of my role is to increase Nespresso Club member acquisition in my region through
machine sales in the Trade channel, which includes retail partners such as John Lewis. This is
achieved by increasing machine distribution, sellout in-line with company objectives and brand
awareness.
 Responsible for 150 stores in the South Central region, including John Lewis, Debenhams,
House of Fraser, Currys, Argos and key independents.
 Building strong relationships with with stores and working together on a strategic business
plan to achieve great results for both parties.
 Key projects that contribute to achieiving sales targets include the allocation of in-store
demonstration days and large-scale retail events during peak sales periods
 Negotiation of product space in-store and deployment of Fixed and Temporary POSM to
increase brand awareness and ensure excellent brand presentation.
September 2011 – July 2015
Commercial Development Executive, Nestle Nespresso UK&I
Responsible for the analysis of commercial processes, systems and projects, to identify solutions
to issues and to develop more strategic and efficient solutions. After agreeing potential
developments with key stakeholders and managers, I was responsible for implementing new
systems, including apps, training end-users and the continuous management and development of
those systems. Time management and clear communication was key to this role due to the many
different projects I undertook simultaneously.
 SAP project manager: Working with Global HQ to ensure the systems in development matched
our market requirements and systems capabilities; Market Integration Testing,
Implementation, Stakeholder Engagement & Facilitation, creating training materials, training
end users, coaching, on-going support and development.
 Point of Sale Materials project management: Initial demand, delivery logistics, usage
optimisation and waste management. Manipulating store data for accurate distribution.
 App Management: iPad trade app rollout, creating training materials, end user training and on-
going management and development. Due to its successful launch and implementation, I
shared our best practices with other markets such as Australia, USA and Dubai.
 Operational management of suppliers: Control, monitor and report on budget spending.

2.  Project management of Nespresso fixture rollout in department stores. Liaising with all
stakeholders, analysis of survey, analysis of requirement, centre of communication and
installation facilitator.
Major Achievements:
 Developed a new initiative that resulted in outstanding sales uplift on coffee orders with
machine purchases, by identifying that our retail app used by Brand Ambassadors could be
optimised by offering a low-cost customer incentive. To implement this I had to present and
agree the offer and mechanics with key stakeholders across most internal departments,
including the Commercial Manager and Head of Marketing, Supply Chain, IT, Finance and
Global HQ Developers. So far September is 700% up vs last year and October 400% up vs last
year.
 Successfully launched the new Trade system, SAP CLOUD, and trained the B2C department.
 I revolutionised the promotional POS execution process, which resulted in increased visibility,
with over 1000 stores activated in the first seven days of the promotion, rather than over one
month. The new process also allowed me to monitor the usage of the POS materials and
therefore reduce wastage drastically, while also speeding up the ordering process.
 From looking at customer purchase trends via our Trade app and the internal impact on every
order placed via the app, I identified an opportunity that would save time and money during
our busiest time of the year. I presented this idea to the senior members involved in this
decision and after it was agreed I successfully implemented it.
 Through building a good business case and also a very good relationship with our Global Head
Quarters, I managed to influence the decision maker to bring forward the launch date of our
UK and ROI Trade app from July 2015 to October 2014 in order to implement my idea which
would only have been possible on the newest version.
 I developed from scratch a new event process for our pop up shops, which has made the end-
to-end process from booking an event to making it happen simple and straightforward. Part of
this was to recruit a third party company that was able to install and maintain the equipment,
along with calendar management for usage. It has now been running smoothly for over two
years and there is no intention to change it.
 Through the various projects I have worked on, I have gained the skills of presenting to
different audiences in order to achieve the desired outcome.
Mar 2010 – Sep 2011
Brand Ambassador, Nespresso, Bentalls Kingston
Responsible for representing the brand and selling the full Nespresso Trilogy (Machine, Coffee and
After-Sales) to customers.
 Selling the full Nespresso Trilogy (Machine, Coffee and After Sales) to customers
 Stock management of all the demonstrations goods such as coffee, sugar, and cups
 Reporting Sales
 Assistance with visual marketing
Major Achievements:
 10% increase in sales in 2010 compared to 2009
 Influenced store buyer on which machines should be added or removed
 Earned a position in the Nespresso Head office to further my career
Jun 2009 – Mar 2010
Brand Ambassador, Various Field Marketing Companies, London
I worked on many different campaigns through a variety of Marketing Agencies for different
brands such as The Times, Norwich Union, Sports Magazine. It varied from Cold Selling
newspaper subscriptions to handing out goodie bags and leafleting.

3. Sep 2007 – Aug 2009
Food Demonstrator, REL/ Waitrose – Putney,
I was responsible for learning about new products and selling it to customers on the shop floor by
giving customer a sample and explaining its benefits. Ultimately influencing customer to purchase
the product.
I sold out of stock the majority of the time and I was used as an example by my manager at
meetings and training sessions.
Aug 2002 – Feb 2010
Operator and Programme Seller, Hitchcock Ltd
I was a programme seller at Chelsea FC and my and a Turnstile operator.
Cash management and handling supporters with challenging behaviours due to the influence of
alcohol were my main responsibilities.
Education
2007 – 2010 Kingston University, London, England
Business Management Honours Degree 2.1
2005 – 2007 Ealing and West London College
A level: Business Studies, Media, ICT and Spanish
2000 – 2004 Compton High School and Sports College
15 GCSE’s (1A*, 1A, 6Bs, 5Cs)
Skills and Hobbies
Languages
 Fluent English and Portuguese
 Intermediate/Conversational Spanish.
Computing
 MS Software: Word, Excel, Access, Power Point, Front Page, Publisher and Outlook
 Apple: Mac operating system iPad and iPhone
Excellent Communication Skills
 Naturally high verbal and written ability
Hobbies Include
 Painting, dancing, reading and learning new languages. The next ones on the list are Italian
and Mandarin.