1. The document provides a career summary and work experience for Amiegbeebhor Oseghale Matthew. It outlines his career in sales roles of increasing responsibility at Diageo - Guinness Nigeria Plc over nearly 30 years. 2. Key achievements include successfully managing large-scale projects and sales teams, consistently exceeding sales targets, and improving business performance metrics. 3. Work experience details roles in sales force automation, sales management, business development, and retail sales development with responsibilities like managing change projects, coaching sales teams, developing new accounts and distributors, and driving territory sales and market share growth.

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AMIEGBEBHOR OSEGHALE MATTHEW
CAREER SUMMARY An ambitious individual who has a positive, can-do attitude, coupled with the required level of enthusiasm
and resilience to be able to sell into all market sectors. Well organised with a commitment to achieving
excellent results. Able to create imaginative solutions to intractable problems and possesses the ability to
learn about new products and markets quickly.
KEY ACHIEVEMENTS 1. As Sales Force Automation Change Lead – developed and deployed change management plan that
delivered a smooth transition for a technically complexmigration of over 450 end-users from InTouch to
IvyMobility solution.
Also planned and deployed SFA (Sales Force Automation) in 62,000 retail outlets across Nigeria in 8
months; this ensured real time access to information on key Outlets Activation Standards – Availability,
Distribution, Pricing levels of company products at retail.
2. As Divisional Sales Capability Manager - utilized extensive knowledge and skill of field sales
management and coaching capability to significantly improve efficiency of delivery by 15% and
consistently delivered on Sales Force Effectiveness KPI (Coverage, Callage, JP Adherence, Strike
Rate) in my assigned sales division.
Also involved in the setting of KPIs, sales targets, route and JP alignments for the field sales force
nationally. Territory/Area/Divisional sales performance managementand reporting for growth and Sales
Force Effectiveness (SFE).
3. As Ag. Divisional Sales Manager - profitably managed 60% growth in total business for my sales
division in the first 3 months, and 35% growth in total divisional performance for the same period.
4. As Area Sales Manager produced 30% of sales through effective channel organisation – segmentation
and Outlets Activation Standards. Managed a team of 9 Territory Managers and 33 Van Sales Reps to
consistentlybeatcompetition and deliver incremental sales volume for my assigned sales area month -
on-month.
5. As Business Development Manager - managed and reconciled N150m trade debt owed by 3
customers in Benin division in my first 6 month of resumption. Managed a total of 3 gold distributors,
contributing 15% of national volume and a total of 13 silver and bronze distributors contributing 43% of
national sales revenue.
6. As Retail Sales Manager – increased retail footprint from 125 outlets to 275 in the first quarter of
resumption in my territory and delivered 3% increase in total territory sales volume by consistently
beating competition through brilliant sales execution. Dismantled retail exclusivity pact between
competition and 75 retail outlets in my territory, leading to the relisting of delisted SKUs in the affected
outlets and recovering of lost market share.

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WORK EXPERIENCE:
(Diageo – Guinness
Nigeria Plc)
1. Sales Force Automation (SFA) Change/Business Lead: (Sept 2014 till date):
Responsible for developing, leading and managing a robust SFA change management plan for
Guinness Nigeria in a non-disruptive manner to business operations across regional, divisional and
area sales locations.
 Have full accountabilityand ownership for successful deploymentofSFA field sales capabilities
to Guinness and Distributors field sales staff – over 1035 end users who are preselling,hot
selling and van-selling with SFA mobile devices.
 Conductbusiness readiness checks and close all readiness gaps before the roll-outof
Distributor ManagementSystem (DMS) to key distributor – over 145 gold, silver and bronze
distributors pan Nigeria.
 Provide access to reports/insights from the SFA engine weekly/monthly to support the
commercial leadership team in making data-based decisions on sales activities.
 develop and execute role specific training solutions to ensure that newly introduced sales force
automated capabilities and tools are fully embedded within the sales force to guarantee the
realisation of the benefits of the project.
 Dealing with all levels of decision makers up to Director level to ensure active and visible
support to the SFA project
2. Divisional Sales Capability Manager: (Oct 2011 - Sept 2014)
Responsible for guaranteeing the business commercial objectives with the right people, with the right
commercial capabilities. Also in charge of embedding coaching culture to deliver Sales Force
Effectiveness KPIs and ensure the commercial teams are fully capable in all Diageo Way of Selling
tools and processes - (managing relationships, persuasive selling, structured call, negotiation skills,
etc).
 Lead and implement the Sales Capability agenda for the Divisional Field Sales and Distributor
Management teams to enhance field sales and distributor channel effectiveness.
 Develop and enhance the skills and capabilities of the Distributor Management and Field Sales
teams to deliver a winning Route to Consumer (RtC) as well as the Sales Destination.
 Develop field sales frontline to beat sales plans and champion Van Salesmen training and
develop across in the division..
 Plan and roll-outDiageo Way of Selling growth platforms and programmes and ensure new and
existing customers are successfully trained to achieve high standards of excellence in their
operations and partnership.
 Identify individual capability gaps by role with plans in place to close the gaps and improve
performance standards

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3. Area Sales Manager (Onitsha, Asaba, Warri, Benin): (Aug 2006 – Oct 2011)
Responsible for driving profitability, customer service and business generation for 4 different sales
areas respectively.Also in charge of a portfolio of existing retail,wholesale and distributor accounts.
 Drive achievementof profitable volume/marketshare targets for the Area via delivery of
effective sales drivers’ activities for the Area.
 Ensure Retail Redistribution Scheme within the area is fully deployed and standards
maintained as per guidelines for all channel accounts managers.
 Ensure contactwith all Key Distributors and min top 75 wholesalers ofeach Distributor.
Hold regular business reviews with key distributors focusing on growth drivers and delivery
againstvolume targets.
 Brilliantexecution of customer marketing/marketing promotional activity by ensuring the
right outlets are selected,agencies are adhering to standards,constantreview of what is
working and on time in full delivery of reporting.
 Identify and communicate changes in local and national markettrends.
 Maintain full knowledge ofthe companyproductofferings.
4. Business Development Manager (March 2004 – July 2006)
Responsible for managing keydistributors in the gold, silver and bronze categories who contribute
+80% of the total Area volume performance. Also in-charge ofbuilding and maintaining sustainable
business relationship with these distributors, while recruiting and developing new ones.
 Business Accounts developmentwith key focus on distributors.
 Achieve territory volume sales targetby brand and customer.
 Resolve quality issues and ensue good trade education for distributor staffand salesmen.
 Manage Distributors’ Finance Scheme to ensure zero failed bank transaction.
 Monitor, feedback and provide initiatives to combatcompetition.
 Negotiate and agree order levels with distributors and monitor deliveries oforders.
 Utilize marketand environmental information to establish customer need to increase
volume sales.
 Achieves volume,share and distribution targets by Wholesaler bydriving sales outof
through wholesale sub-channel.
 Build profitable relationships with key wholesalers and ensue keywholesalers carryour
target portfolio within the territory.
 Ensure effective customer/business developmentto counter competitive activities in the
territory.

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5. Retail Sales Development Manager (Oct 2002 – June 2004)
Responsible for managing retail accounts in several sales territories (Awka,Nnewi,Enugu,Aba,
Owerri). Also in-charge ofrecruiting and developing new retail accounts in servicing of retail
footprint expansion in the region.
 Focus on recruiting and developing viable retail outlets through word class relationship
management.
 ImplementofQDVPPP (Quality, Distribution,Visibility,Pricing,Promotion,Persuasion)
activities in all calls.
 Monitor, feedback and provide initiative to checkmate competition.
 Train bar staff on perfect pour and other consumer engaging activities to encourage
consumptions.
 Maintain good working relationship with team members. Ensures promotional activity is in
the right outlets and well managed.
 Keep and update a database ofoutlets within the territory. Has accountabilityfor point-of-
sales materials,products displaycabinets,light-boxes,etc deployed in retail outlets within
sales territory.
6. Office Assistant (Nov 1990 – Oct 2002)
I was engaged as Office Assistantin the Commercial Services Department,where I offered various
clerical supportservices post-graduation from Federal Polytechnic,Auchi.
Key Responsibilities:
 Worked as Personal Assistant, where I provided administrative supportservices to the
Commercial Services Manager in Benin Brewery.
 Worked as Invoice/Freight Processing Clerk,where Imanaged Transporter payments and
reconciliations in Benin Brewery.
 Worked as Accounts Receivable reconciliation Clerk,where I m anaged keydistributor
accounts in Benin Brewery.

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Training &
Development
Programmes
Key Programmes:
 Sales Force Automation (SFA): Distributor Mgt System & Field Sales Capabilities - 2015/2016
 Licence To Coach Workshop: (Diageo Global Capability Programme) - 2015
 Africa Distributor Advanced Planning Tool (ADAPT) Workshop - 2014
 Distributor Capability Development Programme - (PforG) - 2014
 HPC (High Performance Coaching) Workshop - 2013
 Diageo Way of Selling Capability (Tools & Processes) - 2013
 Individual Capability Assessment Tool - (i-CAT) - 2012
 Sales Process Workshop (TTT) - 2011
 African Sales Optimization Programme (ASOP) - 2010
 Finance For Non-Finance Managers - 2010
 Self-Management Workshop - 2009
 Managing Relationship (MR) Workshop - 2009
Academic
Qualification
University of Benin, Nigeria. -
Master of Public Administration:(MPA) 2002.
University of Benin, Nigeria.
Bachelor of Public Administration:(BPA) 1997
Federal Polytechnic, Auchi
National Diploma in Office Mgt: (OM) 1986
Annunciation Catholic College, Irrua:
West African School Certificate: (WASC) 1983
Personal Information
Sex: Male
Date of Birth: March 23, 1965
Marital Status: Married
Local Govt. Area Esan South East
State of Origin: Edo
Nationality: Nigerian
Phone No: 08037217797
E-mail Address: mamiagbe@yahoo.com
Referees: Available on request.