I have 38 years (28 years Pioneer/DuPont & 10 Years Ethiopian Seed Enterprise) of extensive experience in Public & Multinational Private Seed Company and keen understanding of the seed industry in Sub Saharan Africa in operations, policy, regulations and integrated product marketing strategy, brand, customer experience and strategies in developing new markets. Entrepreneurial and innovative record and skillset with financial acumen in budget forecasting, management, and reporting. Proven leader, excellent communicator, and skilled manager of operations with the passion and experience needed to grow an organization. Thoughtful manager of processes and leader of staff.
Joined Pioneer Hi Bred Int in January 1991 where I led the company’s East and South-Central Africa (ESCA) seeds business and sat on company’s Africa Middle East leadership team. During my 28 years tenure leading Pioneer/DuPont East and South-Central Africa seed business I successfully transformed the organization into a customer-focused, dedicated seed organization with strong fundamental growth. I had a successful track record and experience in P&L and general management, commercial operations, marketing, strategy, licensing, and M&A. I am a transformational leader with a strength in developing people and teams. Before joining Pioneer, I served as Supply Manager for Ethiopia Seed Enterprise from 1980-1991. From 1979 – 1980: Awassa Junior College of Agriculture – Lecturer.
My primary responsibilities in Pioneer/DuPont:
· Continuous review of product concept sizes re specific agronomic traits. Coordinating product advancement/positioning trials within defined Area of Adaptation (AOA) product evaluation and characterization to meet farmer needs. Setting up Product knowledge plots (PKP) with a set of products that are used for field evaluation in their initial commercial year for field staff training.
· Establish a product positioning plan based on AOAs,product concepts and country business strategies. Objectives: product positioning (right product right acre) within AOA, and competitive advantage vs. competitors.
· Set a clear Product launch strategy based on (know strength and weaknesses), market knowledge, value and pricing to help them with their decision process.
· Portfolio Analysis/Profitability Analysis as supportive background. Product Benefits + Service Benefits + Relationship Benefits – Price = Value
· Effective and efficient commercial sales effectiveness- territory planning (sales force deployment), organization (Standard operating procedures field manual), direction
(sales enablement methodologies such as agronomy services), marketing digital platforms including SMS for key messaging.
· Lead the development and deployment of company’s strategy and assuring delivery of set program objectives. — both short term and long term to achieve the growth and revenue goals of the business unit.
· As Commercial leader of East and South-Central Africa leading a team of employees located across 7 countries, I was responsible for developing and delivering strategic and technical solutions to provide farmers with the highest quality seeds, while also driving sustainable growth for the Pioneer/DuPont seeds business.
· Develop and monitor market intelligence, bring customer insights in the marketing plan.
· Support strong business contribution and profitable growth through judicious use of people and financial resources available.
· Develop clear staff objectives and KPI’s in line with business goals, monitor, review and improve the operational process and internal control systems.
· Advance Pioneer/DuPont global policy positions, engage stakeholders and key associations (e.g., AFSTA) work on regulatory and relevant business issues to protect and defend the company’s reputation from potential threats and risks, particularly involving its products.
I hold a Bachelor’s of Science degree in Agriculture (Plant Science) from Alemaya College of Agriculture, Addis Ababa University, in 1979 and a Master of Science degree in Seed Technology from University of Edinburgh in 1984 and has received several other certificates such as Organization and management on seed production and processing by SIDA and SVALOF AB,Sweden April 24-June 14,1981, Executive Training on Negotiations Strategy June 4-7,2000 Kellogg Graduate School of Management and FAO National Project Directors Seminar June4-15,1990. and more.
I was a member of Africa Seed Trade Association Board of Directors for two years (2004-2006) and chaired for six years since 2013 the Special Interest Groups (SIGs) to promote the seed industry in Africa and addressing the external business issues of seed companies. As a Commercial Lead for East and South Central Africa we grew the hybrid seed markets profitably in Ethiopia, Kenya, Tanzania, Zambia, Zimbabwe, Malawi, Mozambique to be number one or two in Market share focused on key drivers such as OPV’s to Hybrid conversion, delivering customers a differentiated experience through sales effectiveness and execute appropriate Go -To Market structure/strategy for small scale farmers to deliver the best possible outcomes for customers and the business. Involved in the DuPont Tissue Culture Banana and Maize Sustainable Development Projects in Chura, Kenya, development institute for 4-H African leadership/DuPont.
In Pioneer/DuPont in Africa I was leading ~$70MM business operations with more than 230 employees in 6 countries I bring a wealth of experience into this role of strong product positioning and developing new markets background in East, South and including West Africa (Nigeria, Ghana) to drive profitable revenue. As a leader in Pioneer International Operations, I had a great passion for my work because it gives me a platform to making a difference in helping poor farmers break the poverty cycle through access and adoption of Pioneer maize technology, which is a staple food.
In addition, I am an open minded, positive person who believes in teamwork. Focused on the task at hand, I strive for perfection in all that I do. My excellent communication skills and
personality make it easy for me to meet new people every day and experience different views and ideas.
Major Achievements:
- Pioneer company viewed as one of the preeminent seed companies by customers and prospects in East/South Central Africa as the ultimate source of product knowledge and agronomic information, advice and differentiated customer services, and is vital to their success. A Regional leader in Agronomic Excellence.
- Build and grow Ethiopia seed business from Zero to 330,000 units (10,000 MT) annual sales in 28 years with 70% margin and 44% MS.
- From 2001 onwards led start up and development of operations in Kenya, Tanzania, Zambia, Malawi with a time of significant expansion in sales coverage, capacity, revenue and market share as the business rapidly moved to better serve the needs of growers and deliver strong results for DuPont Pioneer in East and South-Central Africa countries.
- Managing the Zimbabwe operations with very good free cash flow despite economic/political challenges since 2001.
- Execute two brand strategy with differentiated GTM Pioneer (direct to farmer) and PANNAR (through dealer) customer support approach.
- Established external alliances and positioned DuPont Pioneer with top stake holders especially with policy makers and forge meaningful relationships with governments as Ag Development partners and managing these relationships. Builds company image by collaborating with customers, government, community organizations e.g.: Advanced Maize Seed Adoption Program in Ethiopia which converted ~250,000 farmers from OPV to hybrids,300% yield increase, and increased income as much as $1800.
- Create a diverse, inclusive, competent supply/ sales/marketing employee over the years in six East and South-Central Africa Countries and Nigeria developing people, both on my teams and across other parts of the organization.