Christo Els has over 30 years of experience in sales, marketing, and management. He is currently a Business Development Executive at Crossroads Distribution, where he is responsible for increasing market share and managing projects in the mining industry. Previously he has held positions as a Project Manager, Contract Manager, Marketing Consultant, General Manager, and Sales Manager at various companies. He has a matric and marketing management qualifications and enjoys motorcycle riding, reading, and outdoor activities in his spare time.

1. CURRICULUM VITAE
Christo Els

2. CURRICULUM VITAE – CHRISTO ELS
1
PersonalInformation
Date of birth : 09 October 1961
Identity number : 611009 5030 087
Gender : Male
Nationality : South African
Marital status
Dependents
: Divorced
Two
Languages : Afrikaans, English
Home address : 8 Bontebok Street
Van Riebeeck Park
Kempton Park
1619
Cellular phone number : +27 83 798 7607
Fax number : +27 86 569 1358
E-mail : christoe@crossroads.co.za / gwenlezan@telkomsa.net
Driver’s licence : Code EB
Health : Excellent
Education
Qualification : Matric / Grade 12 (with exemption)
Year obtained : 1979
Institution : Dirkie Uys High School, Durban
Subjects : Afrikaans, English, Biology, Geography, Accounting, Biblical Studies.
Qualification : N 4 Marketing Management
Year obtained : 1995
Institution : Kempton College
Subjects : Marketing Management, Communication, Economics, Management
Continuing Education
Year Course or Program Institution
2012
2010
Competitive Selling
MS Excel 2007 Level 2
Daisho Marketing
CompEd IT Training
2009 Power Point Level 2, 2007 CompEd IT Training
2007 Business Focused Guide to Project
Management
Corporate Business & Management Training
1998
1995
1995
1994
1994
1993
Exhibition Selling Skills
MS Excel 5.0 For Windows
The Complete Project Manager
Negotiation Skills
Presentation Skills
Sales Techniques, Interpersonal Skills
and Product Knowledge
Daisho Marketing
Datavia
Training College, Esselen Park
PX Marketing
PX Marketing
PX Marketing
1991 Lotus 1-2-3 Training College, Esselen Park

3. CURRICULUM VITAE – CHRISTO ELS
2
Work experience
Current position
Period : November 2011 - Current
Company : Crossroads Distribution (Pty) Ltd
Position : Business Development Executive: Mining
Responsibilities :  Increasing market share within the industry, analysis of and research on
new developments in the industry, manage specific related projects and
assist with growing integrated logistics solution channels.
Detailed activities :  Managing of the sales and marketing process to achieve agreed targets
o Increase revenue from existing and new customer base through
value adding initiatives
o Grow revenue through new contract acquisitions / increased volumes
with excising customers
 Manage delegated projects and new required solution sets
o Research and record market intelligence on prospects in the market
segment
o Assist in indentify and exploring future market developments and
coupled solutions
 Ensure adherence to corporate governance
o Adherence to ISO, SHEQ and environmental principles and
procedures
 Manage personal KRA’s
 Support and link into all Group initiatives such as Values Shifts, High
Performance Organisation (HPO) and Can Do
Other Experience
Period : January 2007 – November 2011
Company : Crossroads Distribution (Pty) Ltd
Position : Project Manager
Responsibilities :  Responsible for marketing and analysis of market segments, specific
projects, gathering of marketing intelligence and assist with growing a
integrated logistics solutions channel for clients.
The position is one of assisting to develop the value chain of marketing,
solutions development and solutions implementation.
The aim is to deliver viable contracts to solutions specific and industry
focussed channels.
Detailed activities :  Managing of the sales process to achieve agreed targets
o Increase revenue from existing customer base through value add
projects
o Grow revenue through new contract acquisitions
o Compile opportunity assessments and execute sales funnels
 Manage delegated projects and new required solution sets
o Research and record market intelligence on prospective clients and
market segments
o Identify and explore future market segments
o Assist in indentify and developing future market segments and

4. CURRICULUM VITAE – CHRISTO ELS
3
solution sets
 Ensure adherence to corporate governance
o Adherence to ISO, SHEQ and environmental principles and
procedures
 Manage personal KRA’s
 Support and link into all Group initiatives such as Values Shifts, High
Performance Organisation (HPO) and Can Do
Period : January 2006 – December 2006
Position : Contract Manager
Responsibilities :  Responsible for managing and operational execution of all Key
Performance Indicators related to a specific contract, ensuring
profitability, operational excellence, sound corporate governance and
ongoing customer relationships.
Detailed activities :  Business operations
o Manage the execution of key operational activities, ensuring
profitability, growth and integration with the overall performance plan
of the business.
 Business profitability
o Create value for the business through securing increases in market
share with the customer.
 Business development
o Identify opportunities for growth within existing customer segments,
thereby growing profitability for the company and ensuring maximum
value for the customers.
 Corporate governance
o Uphold and implement sound corporate governance principles, in
compliance with relevant legislation and ethical requirements.
 Performance management
o Delivery of business performance results through well defined Key
Performance Indicators and tracking these with appropriate
measurement instruments. Monitor and evaluate overall project
performance against targets and take appropriate corrective action
where required.
Period : July 2005 – December 2006
Position : Marketing Consultant
Responsibilities :  Conduct sales calls
 Increase market share
 Achieve agreed sales targets and close deals
 Manage business development projects
Detailed activities :  Sales / proposals:
o Conduct sales calls and convince client to commit to next stage in
the sales process.
o Present proposal to client
o Oversee implementation of operational aspects when successful.
 Manage business development projects:
o Manage the long term account strategy and business development
plan for client.
o Management of client to convert to long term partnership agreement
 Other:
o Interact to client problems / enquiries.

5. CURRICULUM VITAE – CHRISTO ELS
4
Period : April 2004 – June 2005
Company : Rand Art
Position : Marketing Manager
Responsibilities :  Conduct and assist with sales calls
 Manage team’s agreed sales targets
 Built and manage a professional sales team
 Develop marketing and presentation materials.
 Increase market share / revenue
 Manage key clients
Detailed activities :  Sales
o Conduct sales calls with sales personnel
o Conduct appointments with key clients and address requirements
o Analyse market trends and develop strategies to increase market
share / revenue
 Management
o Set and manage sales targets
o Recruit, train and manage professional sales team
o Manage sales team’s day to day activities.
o Ensure continuous training to improve skills
o Plan and manage marketing events such as exhibitions
Reason for leaving : Business sold and received a better financial offer
Period : November 2000 – March 2004
Company : Make It Visual (Art & Framing)
Position : General Manager
Responsibilities :  Sales
 Achieve agreed sales targets
 Increase market share and revenue
 Manage daily activities and production
 Manage marketing events
 Manage and control stock and supply orders
 Manage delivery of finalized products and artefacts
Detailed activities :  Sales.
o Assist with sales (sales calls and walk-in clientele)
o Arrange marketing events, such as exhibitions
o Analyse market trends and develop strategies to increase market
share / revenue
o Develop innovative concepts to advertise business
 Management
o Manage sales targets and budgets
o Manage stock and material levels and orders
o Purchase and control new stock
o Control waste / lost of materials
o Ensure continuous training to improve skills
o Ensure timely completion and delivery of orders

6. CURRICULUM VITAE – CHRISTO ELS
5
 General
o Develop sound relationships with artists and corporate clients
o Recommend and implement operational changes.
Reason for leaving : Better financial offer from Rand Art
Period : August 1999 – October 2000
Company : Express Gifts
Position : Branch Manager
Responsibilities :  Management of key activities
 Analysis of market trends in the industry
 Manage sales targets
 Manage stock flow and orders
 Manage key accounts
Detailed activities :  Sales.
o Assist with in-store sales
o Responsible for key account holders
o Arrange marketing events / promotions
o Analyse industry related trends and develop strategies to increase
market share / revenue
o Develop innovative concepts to advertise business
 Management
o Manage sales targets and budgets
o Manage stock levels and orders
o Purchase and control new stock
o Ensure continuous in-store training to improve skills
o Manage stock levels and orders
o Purchase and control new stock
o Ensure timely delivery of orders
 General
o Develop sound relationships with customers and key accountholders
o End of day cash-up and balancing activities
o Communicate daily sales figures to Head Office
Reason for leaving : Company closed down
Period : January 1998 – July 1999
Company : Combisure (Short term insurance)
Position : Sales Manager
Responsibilities :  Conduct and assist with sales calls
 Manage team’s agreed sales targets
 Expand service offerings
 Built and manage a professional sales team
 Develop marketing and presentation materials
 Increase market share / revenue
Detailed activities :  Sales.
o Conduct sales calls with sales personnel
o Arrange marketing events, such as exhibitions
o Analyse industry related trends and develop strategies to increase
market share / revenue

7. CURRICULUM VITAE – CHRISTO ELS
6
 Management
o Manage sales targets
o Ensure continuous training to improve skills
 General
o Establish and maintain business contracts with key clients.
o Liaise with underwriters and management.
o Develop and expand competitive service offerings and analyse their
feasibility in the market.
Reason for leaving :  Explore new opportunity and expand career.
Period : May 1997 – December 1997
Company : Africa Trading House (Importers / Exporters of Artefacts)
Position : Operational Manager
Responsibilities :  Assist with development of strategic business plan
 Market and competitor analysis.
 Assist with establishing of local market
 Identify and establish products supplier base
 Purchasing and distribution of products
 Export arrangements
Reason for leaving :  Non payment of salaries
Period : January 1992 – April 1997
Company
Division
:
:
PX - Transnet
Marketing
Position : Sales Executive
Responsibilities
Reason for leaving
:
:
 Manage accounts of top clients in a geographical area.
 Development of business cases for clients, involving cost analysis vs.
benefits / values added.
 Perform detailed assessments of clients transportation requirements.
 Develop solutions that would help clients improve services and / or
achieve operational cost efficiencies.
 Prepare and present proposals to clients.
 Handle inquiries and assist with resolving problems.
 Marketing and competitor analysis.
 General information gathering.
 Compile daily, weekly and monthly reports for management.
 Continuous client liaison.
 Conduct competitiveness analysis.
Restructuring of company
Period
Division
Position
Responsibilities
:
:
:
:
June 1989 – December 1991
Finance and Projects
Chief Clerk.
 Assist with drafting and maintaining division’s budget
 Research and development of specific industry related projects
 Implement and monitor finalized projects.

8. CURRICULUM VITAE – CHRISTO ELS
7
 Administrative tasks and correspondence.
 Manage general enquiries.
Period : December 1981 – May 1989
Division : Central Claims
Position : Clerk
Responsibilities :  Administrative tasks and correspondence.
 Process and manage claims.
 Obtain documentation relevant to claims
 Continuous client liaison and correspondence.
 Conduct productivity analysis.
Awards
 Top performer – Px Marketing, 1995 & 1996
 Best performing Branch Manager – Express Gifts, 1999 / 2000
Hobbies and interests
Motorcycle riding, reading, outdoors, martial arts, snorkelling / scuba diving
.
References
 Johan Human, Previous owner, Rand Art – 072 202 0705
 Kobus Estherhuizen, Manager, Px Marketing (resigned) – 072 551 9425
 Danie Schoeman, Executive: Customer Solutions & Client Acquisitions, Crossroads
(resigned) – 082 940 6028