Jonathan Nii Lantei Addison
Krowor Municipal District
Summary
Dynamic Sales leader with extensive experience in business development and market execution, delivering consistent growth through effective Sales and route to market strategies as well as trade investment optimization. Articulate, enthusiastic and result-oriented with demonstrated passion for building relationships, cultivating partnerships and growing businesses. Led initiatives achieving +£8m incremental NSV year on year, contributing to top quartile Revenue Growth Management Maturity Assessment globally and ranking No.1 in Africa. Committed to delivering sustainable business impact and operational success.
Overview
18
18
years of professional experience
Work History
Business Development & RTM Director
GBfoods
Accra
11.2024 - Current
- Integrated route to market (RTM) excellence, business development, food service expansion, and modern trade execution to create a cohesive commercial engine driving strategic growth.
- Ensured full value-chain alignment from market strategy to execution, accelerating revenue penetration and profitability.
- Optimized distribution strategy to drive consistent growth across all channels.
- Analyzed sales data with team to generate insights that informed sales incentives and improved distributor performance.
Divisional Sales Manager
Diageo_Guinness Ghana
Accra
08.2024 - 11.2024
- Led team of sales managers and executives to achieve key performance metrics, including volume NSV and market share.
- Developed and executed tactical and strategic plans that enhanced field sales team effectiveness, aligning activities with business objectives.
- Fostered relationships with distributors and cross-functional teams, identifying and pursuing new business opportunities that expanded market reach.
Head Of Sales Operations
Diageo_Guinness Ghana
Accra
04.2021 - 09.2024
- Building clear sales strategy and plans for short, medium and long term to protect and grow GGBL volumes and market share, monitoring of sales performance, coordination of sales operations (OTIF),
- Monitored current and emerging trends, recommending and pushing through breakthrough strategy that affects sales execution, delivered superior operational support to sales team within budget, coordinated all sales projects and ensuring that desired results are achieved.
- Coordinated sales projects and benchmarked against effective sales practices across Diageo markets and other industries
- Fostered culture of continuous improvement within commercial function through implementation of best practices.
- Ensured compliance with safety requirements at work environment Led and managed annual sales target planning and S&OP Volume performance report.
- Key Achievements: 1. Led and executed a core mission on returnable glass bottles KPI (RTI) consistent with business strategy and delivered above the 98% Minimum requirements (99%), Saving +£8m in Capex Requirements.
Head Commercial Planning and Channel Activation
Diageo_Guinness Ghana
Accra
09.2020 - 04.2021
- Led, motivated & developed a team of Channel Category management and Commercial Planning and activation to play a key role in enabling GGBL to accelerate its channel & commercial agenda, delivering significant financial benefit.
- Led development of commercial channel and customer plans (including investment)
- Owned and led development of JBP by brand, channel, and customer to align strategies and drive growth.
- End to end JBP process effectiveness & discipline including the orchestration of Quarterly Business Review (QBR) meetings, Monthly Activity Review Meetings.
- Led development and cascading of cycle briefs, collaborating with sales operations, brand teams, and trade execution teams to deliver compelling commercial propositions for sales team engagement at cycle meetings.
- Led the definition and implementation of the relevant Sales & category/portfolio growth drivers to leverage specific category platforms and developing the activities to enable the broader sales team to execute against them. Sales Cycle Briefings
- Updated commercial activity calendar regularly to ensure all team members were informed of scheduled events.
- Key Achievements: 1. Led Strategy and execution of the biggest visibility Project (Project Guernica) in Guinness Ghana Breweries Plc, which saw a massive visibility drive into +10000 outlets with investment of £2m.
RGM Manager
Diageo_Guinness Ghana
Accra
11.2018 - 03.2021
- Developed and Implemented NRM Strategies with cross functional approach within mini-GM profile:
- Delivered analytics based NRM insights and align across functions (Brand, Finance, Customer
- Marketing, Consumer & Shopper Insights, Supply Chain, Sales, etc.) on key outputs and opportunities to exploit across the NRM levers.
- Drove multi-lens market analyses (5Cs: context, consumer, customer, competition, and climate) for pricing opportunity identification and impact estimation.
- Used price elasticity by key SKUs & brands to determine relevant price change recommendations.
- Used shopper insights to optimize pricing, price/pack architecture of existing formats and sensible pricing discount slopes on various pack sizes/ formats.
- Recommended optimal assortment and distribution strategies to align with key shopping missions and capture profitable market share.
- Allocated trade investment across channels and customers using customer segmentation and NSV size.
- Developed competitor intelligence framework serving as platform for executing insightful war-gaming and operational rehearsal sessions focused on gaining market share.
- Key Achievements: Led Guinness Ghana Breweries Plc to top quartile assessment on NRM maturity globally and No.1 in Africa, Consistent Growth in Price Mix ahead of Net Sales value growth 2yrs Running from Both Strategic Developments (Sprints) and BAU Initiatives delivering ~+£8m Incremental NSV year on year.
Decision Support Manager
Diageo_Guinness Ghana
Accra
10.2017 - 10.2018
- Reported on market share and brand profitability while leading annual operating plan across key business KPIs.
- Partnered with commercial directors and teams to lead pricing scenarios, discussions, and decision support.
- Managed support operations to enhance customer satisfaction and service delivery.
- Developed support strategies to streamline processes and resolve customer inquiries efficiently.
- Coordinated training programs for staff to improve product knowledge and sales skills.
Advertising, Promotions and Overheads Manager
Diageo_Guinness Ghana
Accra
10.2016 - 09.2017
- Collaborated with marketing director and team to execute A&P strategies, coordinated with functional directors to optimize overhead management through productivity and cost-saving initiatives.
- Managed inventory levels to ensure product availability and efficiency.
- Led team meetings to align departmental goals and initiatives.
- Developed training programs to enhance staff skills and performance.
Overheads Analyst
Diageo_Guinness Ghana
Accra
07.2012 - 09.2016
- Led overhead planning and reporting process, engaging functions to manage and deliver overheads through cost-saving initiatives.
- Collaborated with cross-functional teams to streamline operations and improve efficiency.
- Analyzed market trends to inform product development strategies.
- Developed consumer behavior reports to support strategic decision-making.
Order Processing & Rebates Officer
Diageo_Guinness Ghana
Accra
02.2011 - 06.2012
- Maximized sales by overseeing order cycle processes, managing empties, and handling free invoices and return credits.
- Resolved blocked billing issues to facilitate timely invoice generation, ensuring cash flow continuity.
- Verified audit reports for accuracy and compliance, supporting financial integrity and regulatory adherence.
Warehouse Controller
Scancom Ltd (MTN Ghana)
Accra
09.2008 - 01.2011
- Managed inventory levels to ensure accurate stock availability.
- Managed inventory transactions and updated systems to maintain accurate records.
- Reconciled inventory records to verify accuracy and resolve discrepancies.
- Coordinated shipping and receiving operations for timely deliveries.
- Oversaw warehouse organization to optimize space and accessibility.
Education
Master of Business Administration (MBA) - Finance
Coventry University
Coventry, England01-2014
Bachelor of Science (BSc) - Accounting
Central University
Accra, Ghana01-2008
Senior Secondary School Certificate - Science
Bishop Herman College
Volta Region, Ghana01-2002
Skills
- Business development and market entry strategy
- Trade investment optimization
- Sales performance analytics
- Distribution and channel management
- Customer relationship and partnership management
- Sales project coordination
- Process improvement and strategic planning
- Analytical thinking and problem solving
- Team leadership and effective communication
- Pricing strategy execution
Languages
French
Languages
French
Elementary (A2)
A2
Accomplishments
Top Performer Award, 2025 - ALDP, PwC Best Presenter Award.
Timeline
Business Development & RTM Director
GBfoods
11.2024 - Current
Divisional Sales Manager
Diageo_Guinness Ghana
08.2024 - 11.2024
Head Of Sales Operations
Diageo_Guinness Ghana
04.2021 - 09.2024
Head Commercial Planning and Channel Activation
Diageo_Guinness Ghana
09.2020 - 04.2021
RGM Manager
Diageo_Guinness Ghana
11.2018 - 03.2021
Decision Support Manager
Diageo_Guinness Ghana
10.2017 - 10.2018
Advertising, Promotions and Overheads Manager
Diageo_Guinness Ghana
10.2016 - 09.2017
Overheads Analyst
Diageo_Guinness Ghana
07.2012 - 09.2016
Order Processing & Rebates Officer
Diageo_Guinness Ghana
02.2011 - 06.2012
Warehouse Controller
Scancom Ltd (MTN Ghana)
09.2008 - 01.2011
Master of Business Administration (MBA) - Finance
Coventry University
Bachelor of Science (BSc) - Accounting
Central University
Senior Secondary School Certificate - Science
Bishop Herman College