Clement Tuonuru
Accra
Summary
Accomplished commercial leader with over 15 years of experience in sales, marketing, and business development within the FMCG and beverage industries. Proven track record in commercial strategy execution, market expansion, and revenue growth across Africa. Expertise in trade marketing, route-to-market solutions, distributor transformation, and promotional effectiveness. Strong leadership capabilities in building high-performing teams and driving sustainable business growth.
Overview
21
21
years of professional experience
2
2
Certifications
2
2
Languages
Work History
Head of Customer Marketing
Guinness Ghana Breweries PLC (Diageo)
01.2025 - Current
- Lead the development and execution of Annual Commercial Plans aligned with business objectives
- Full ownership of trade investment, optimizing execution spend for maximum impact
- Spearhead outlet segmentation and execution strategies across On-Trade, Off-Trade, and E-commerce
- Design and implement Below-The-Line (BTL) activations to enhance brand visibility and engagement
- Drive promotional effectiveness, ensuring commercial team success at key consumer decision moments
Head of Africa Sales and Distribution
The World Shoe
07.2024 - 01.2025
- Defined and executed market entry strategies for The World Shoe across Africa
- Led business expansion initiatives, driving revenue growth and market penetration
- Developed and implemented strategic sales and marketing plans to optimize performance
- Provided leadership in achieving business goals and market dominance
- Strengthened the brand’s humanitarian positioning through strategic partnerships
Commercial Director
BOGO Beverages
10.2023 - 07.2024
- Led the establishment and growth of Bogo Beverages in Ghana, developing go-to-market strategies
- Executed business plans that accelerated revenue growth and increased market share
- Strengthened brand penetration in general and modern trade channels
- Built strategic relationships with regulatory bodies (GRA, FDA) to support business operations
- Spearheaded organizational setup from inception to full operational capacity
Commercial Execution Lead, Ghana
Guinness Ghana Breweries PLC (Diageo)
03.2021 - 10.2023
- Designed and implemented end-to-end Route-to-Market (RTM) strategies for OMNI channel coverage
- Led digital transformation projects, automating sales processes and performance tracking
- Successfully drove change management initiatives for commercial execution excellence
- Spearheaded trade census, outlet segmentation, and execution standards measurement
- Accredited Leader as Teacher (LaT), responsible for commercial capability training and accreditation
Divisional Sales Manager, Coastal Belt (Greater Accra, Central & Western Regions)
Guinness Ghana Breweries PLC (Diageo)
10.2018 - 10.2021
- Achieved division performance outcomes across volume, NSV, market share, and distribution
- Delivered over 50% of total business NSV between 2018 and 2020
- Led market recovery initiatives, increasing beer market share in the Coastal Belt region
- Implemented distributor investment strategies to expand logistics and coverage
Distributor Transformation & RTM Lead
Guinness Ghana Breweries PLC (Diageo)
10.2016 - 09.2018
- Developed and executed optimized RTM strategies for spirits and soft drinks
- Spearheaded the Gold Standards distributor operational excellence program
- Introduced competitive trade terms to stimulate brand growth
Divisional Sales Manager, Northern Belt Division
Guinness Ghana Breweries PLC (Diageo)
07.2015 - 10.2016
- Drove significant NSV, volume, and market share growth
- Embedded a high-performance culture recognized at the annual sales conference
Channel Development Manager
Guinness Ghana Breweries PLC (Diageo)
03.2014 - 06.2015
- Recruited and managed over 600 wholesalers to expand beer market share
- Established 80 micro-distributors to enhance off-trade coverage
- Created a Direct Depot model to service key accounts
RtC Transformation Project Lead
Guinness Ghana Breweries PLC (Diageo)
09.2013 - 02.2014
- Led outlet census, mapping 70,000+ retail outlets across Ghana
- Conducted data analysis to identify commercial opportunities by region, channel, and brand
Distributor Manager
Guinness Ghana Breweries PLC (Diageo)
03.2011 - 08.2013
- Delivered +14% NSV growth and significantly increased spirits and beer market penetration
- Led territory restructuring to strengthen distributor networks and financial health
Territory Manager
Unilever Ghana Ltd
06.2008 - 03.2011
- Managed customer relationships to drive volume, coverage, and working capital targets
- Successfully set up new distributors and executed key commercial activities
Economic Correspondent
Ghana Review International Magazine
10.2006 - 04.2008
- Researched and reported on financial and economic trends
- Conducted interviews and wrote analytical reports for publication
Assistant Auditor
Osei Kwabena & Associates
06.2005 - 07.2005
- Audited HIPC funds allocated to secondary schools
- Reconciled student records for financial grant validation
Research Assistant
University of Waterloo, Canada
06.2004 - 08.2004
- Evaluated the impact of Environmental Information Systems on resource management
- Conducted interviews and focus group discussions on agroforestry and biodiversity conservation
Education
MBA - DIGITAL TRANSFORMATION
PPA BUSINESS SCHOOL
PARIS, FRANCE 05.2001 -
Bachelor of Arts - ECONOMICS
UNIVERSITY OF GHANA
ACCRA 05.2001 -
Skills
- Commercial Strategy & Execution
- Trade Marketing & Route-to-Market Optimization
- Business Development & Market Expansion
- Sales & Profitability Growth
- Digital Transformation & Sales Automation
- Stakeholder Management & Negotiation
- Leadership & Team Development
Certification
Leader as Teacher (LaT) Accreditation
Timeline
Head of Customer Marketing
Guinness Ghana Breweries PLC (Diageo)
01.2025 - Current
Head of Africa Sales and Distribution
The World Shoe
07.2024 - 01.2025
Commercial Director
BOGO Beverages
10.2023 - 07.2024
Commercial Execution Lead, Ghana
Guinness Ghana Breweries PLC (Diageo)
03.2021 - 10.2023
Divisional Sales Manager, Coastal Belt (Greater Accra, Central & Western Regions)
Guinness Ghana Breweries PLC (Diageo)
10.2018 - 10.2021
Distributor Transformation & RTM Lead
Guinness Ghana Breweries PLC (Diageo)
10.2016 - 09.2018
Divisional Sales Manager, Northern Belt Division
Guinness Ghana Breweries PLC (Diageo)
07.2015 - 10.2016
Channel Development Manager
Guinness Ghana Breweries PLC (Diageo)
03.2014 - 06.2015
RtC Transformation Project Lead
Guinness Ghana Breweries PLC (Diageo)
09.2013 - 02.2014
Distributor Manager
Guinness Ghana Breweries PLC (Diageo)
03.2011 - 08.2013
Territory Manager
Unilever Ghana Ltd
06.2008 - 03.2011
Economic Correspondent
Ghana Review International Magazine
10.2006 - 04.2008
Assistant Auditor
Osei Kwabena & Associates
06.2005 - 07.2005
Research Assistant
University of Waterloo, Canada
06.2004 - 08.2004
MBA - DIGITAL TRANSFORMATION
PPA BUSINESS SCHOOL
05.2001 -
Bachelor of Arts - ECONOMICS
UNIVERSITY OF GHANA
05.2001 -
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