Summary
Overview
Work history
Education
Skills
References
Timeline
Generic

FREDERICK MARCELLO APPAU

Portsmouth,UK

Summary

Driven professional with solid leadership qualities, problem-solving, focused on strategic growth, and excellence in leadership practices. Demonstrates excellent communication and team-building skills, coupled with a strong understanding of customer service, sales strategies, and leadership through effective team coaching and training initiatives, ensuring high performance, accountability, and proficiency in negotiation and ethical decision-making, contributing to organizational success.

Overview

15
15
years of professional experience
3
3
years of post-secondary education

Work history

Retail Manager

ImpactLife Insurance
Accra, Ghana
05.2024 - 08.2025

Primary objectives

  • Ensure that appropriate tools, competent Sales Managers, and highly performing Sales Executives are in place to meet set targets.
  • Manage the overall agency operations of the unit, including sales, marketing, and logistics
  • Make important decisions, in collaboration with the Chief Distribution Officer and the management team, that affect the direction of agency activities.

Duties and Responsibilities

1. Manage the entire unit to achieve sales and financial targets:

  • Submit weekly, monthly, and quarterly reports to the Chief Distribution Officer
  • Manage the performance of Sales Managers by creating a performance loop which effectively assesses day to day performance of Key Performance Indicators (KPIs) against company objectives
  • Periodic meetings with Sales Managers to identify performance challenges, while also looking at recovery strategies
  • Support the recruitment of Sales Executives for all teams to meet the required manpower at all times

2. Improve the quality of overall management of the unit:

  • Effective management of administrative functions
  • Liaise with the Chief Distribution Officer for technical and logistics support for the unit
  • Customer service delivery through efficient supervision of staff and strict adherence to values
  • Establish and maintain relationships with stakeholders: paypoints, banks, etc.
  • Organizing and handling meetings and training sessions for unit staff

3. Drive quality and profitable growth of the office

  • Deliver exceptional service standards by promoting team collaboration and commitment.
  • Ensure that at least 70% of sales come from established pay points
  • Ensure that Sales Managers validate all application forms before submitting to the head office
  • Investigate (and report to the Chief Distribution Officer) all fraud-related issues immediately
  • Take full control of the application form management and ensure a reduction in error rates
  • Ensure that the back office and sales staff meet all deadlines agreed in their Service Level Agreements
  • Aspire to generate income that exceeds the running cost of the unit; salaries, expenses, etc.
  • Improve team performance through regular coaching and feedback, fostering a culture of continuous improvement.

National Agency Coordinator

ImpactLife Insurance
Accra, Ghana
11.2023 - 05.2024

Primary objectives

  • Ensure that appropriate tools and logistics are in place to deliver optimum performance for Sales Executives
  • Ensure that an Agency Manual is designed to manage the Sales Executives' day-to-day activities.
  • Make important decisions, in collaboration with the CDO, that affect the direction of the Retail Agency Team.

Duties and Responsibilities

  • Recruit and train Sales Executives for all teams to meet the required manpower at all times.
  • Liaise with the Head of Retail Business and Sales Managers to provide technical and logistics support for the sales office.
  • Liaise with the Head of Retail Business and Sales Manager to ensure that the required agency manpower is always maintained.
  • Ensure a retention and back up strategy for the Sales Executives
  • Ensure a high sense of discipline among Sales Executives
  • Ensure that Sales Managers validate all application forms before submitting them to head office.
  • Investigate (and report to the CDO) all fraud related issues immediately.
  • Take full control of proposal forms and ensure reduction of error rates.
  • Any other duties that may be assigned to by CDO

Zonal Manager

ImpactLife
Accra, Ghana
01.2022 - 10.2023
  • Achieved sales and financial targets through effective regional management.
  • Submitted weekly, monthly, and quarterly performance reports to HoR.
  • Created a performance loop for Sales Managers to assess KPIs against objectives.
  • Conducted periodic meetings to address performance challenges and develop recovery strategies.
  • Recruited and trained Sales Executives to ensure adequate manpower.
  • Enhanced office management by overseeing administrative functions and liaising with the HoR for support.
  • Established strong relationships with stakeholders, including shareholders, staff, and customers.
  • Ensured at least 70% of sales originated from established pay points.
  • Established key partnerships, enhancing business opportunities within the zone.
  • Managed team performance to achieve set targets and objectives.
  • Cultivated a high-performance culture within the team through motivation and leadership.

Regional Manager (Southern Zone)

GhanaLife Insurance
, Ghana
07.2019 - 11.2021
  • Submitted weekly, monthly, and quarterly reports to the CEO for performance analysis.
  • Achieved sales and financial targets by managing operations across sales, marketing, and logistics.
  • Ensured compliance with company policies and procedures across all branches in the region.
  • Created a performance loop to assess Sales Managers' KPIs against company objectives.
  • Conducted periodic meetings with Sales Managers and staff to address performance challenges.
  • Achieved efficiency by streamlining regional operations.
  • Recruited and trained Sales Managers and Sales Executives, ensuring adequate staffing levels.
  • Enhanced office management quality through effective administration and logistics support.
  • Fostered relationships with stakeholders, including shareholders, employees, and customers.
  • Ensured over 70% of sales originated from established pay points.
  • Developed strategies for optimal market penetration.
  • Liaised regularly with head office to ensure alignment of regional goals with overall company objectives.

Branch Manager (Central and Western Region)

GhanaLife Insurance
, Ghana
11.2019 - 06.2021
  • Achieved sales and financial targets through effective regional management.
  • Submitted weekly, monthly, and quarterly reports to CDO for strategic oversight.
  • Created performance loops to assess Sales Managers against Key Performance Indicators (KPIs).
  • Conducted periodic meetings with Sales Managers and staff to identify challenges and recovery strategies.
  • Recruited and trained Sales Executives to ensure adequate manpower at all times
  • Enhanced office management quality by overseeing administrative functions and liaising with CDO for support.
  • Established strong relationships with stakeholders, including shareholders, staff, and customers.
  • Ensured 70% of sales originated from established pay points, driving profitable growth of the branch.


Sales Manager

StarLife Ass.Co. Ltd
, Ghana
02.2019 - 11.2019

Duties and Responsibilities

  • To always project and promote the organization's brand
  • Ensure Customers and Clients are managed properly
  • Initiate major sales campaigns in assigned pay points, besides daily visits and monitoring
  • Ensure that the team achieves its monthly production
  • Recruit, train, and ensure that the team has full manpower at all times
  • Supervise team members to properly complete proposal forms.
  • Supervise and support the team to achieve new business cumulative targets
  • Submit all required reports and summaries to the Supervisor per the timelines agreed upon.
  • Demonstrate action to excel in all assignments and responsibilities.

Sales Manager

Beige Assure Company Ltd
, Ghana
05.2017 - 02.2019

Core Responsibilities

  • Responsible for Recruitment, Training, Motivation, and managing a network of Sales Executives in the attainment of specified sales targets.
  • Manage agent validation
  • Identify training needs of Agents and handle at team meetings
  • Handle all performance management meetings
  • Support in the training of Sales Agents and ensure they are successful in their role in maximizing production
  • Ensure a harmonious working relationship with Sales Agents to retain them, and also to increase sales
  • Provide Weekly and Monthly reports to the Zonal Manager and General Manager, Business Development and Marketing.
  • Prospect and ensure there are always institutions to market and sell the products of the company
  • Performs any other legitimate duties within the scope and intent of the job as may be required from time to time by the supervisor.

Sales Executive

MiLife Insurance
, Ghana
03.2010 - 02.2017

Duties and Responsibilities

  • Provide after sales service in respect to those proposals solicited or procured as may be required from time to time by the company.
  • Deliver on field customer service to clients
  • Prospect and procure proposals
  • Pass on promptly all information useful for the business, including that relating to marketing, sales, prospects, product reliability, competitor activity, and unauthorized use by third parties of company trademarks, patents, or other intellectual property
  • Keep and maintain such books, records, accounts, and other documents as the company shall from time to time direct, and will produce such books, records, or accounts to the company upon being required to do so.

Education

Chartered Associate Member - Insurance

Chartered Insurance Institute of Ghana
Accra - Ghana
06.2022 -

EMBA - Marketing

University of Ghana
09.2022 - 08.2024

Advance Diploma in Insurance - Insurance

Ghana Insurance College/MITC
Accra
01.2020 - 11.2021

BBA - Marketing

Methodist University Ghana
Accra
09/2018 - 05.2021

Diploma in Insurance - Insurance

Ghana Insurance College/MITC
Accra

Skills

  • Innovative and proactive mindset
  • Collaborative teamwork
  • Integrity in leadership
  • Coaching and influence
  • Negotiation skills
  • Effective communication
  • Pressure resilience
  • Ethical judgment
  • Financial management
  • Workplace discipline enforcement
  • Staff training implementation

References

References available upon request.

Timeline

Retail Manager

ImpactLife Insurance
05.2024 - 08.2025

National Agency Coordinator

ImpactLife Insurance
11.2023 - 05.2024

EMBA - Marketing

University of Ghana
09.2022 - 08.2024

Chartered Associate Member - Insurance

Chartered Insurance Institute of Ghana
06.2022 -

Zonal Manager

ImpactLife
01.2022 - 10.2023

Advance Diploma in Insurance - Insurance

Ghana Insurance College/MITC
01.2020 - 11.2021

Branch Manager (Central and Western Region)

GhanaLife Insurance
11.2019 - 06.2021

Regional Manager (Southern Zone)

GhanaLife Insurance
07.2019 - 11.2021

Sales Manager

StarLife Ass.Co. Ltd
02.2019 - 11.2019

Sales Manager

Beige Assure Company Ltd
05.2017 - 02.2019

Sales Executive

MiLife Insurance
03.2010 - 02.2017

BBA - Marketing

Methodist University Ghana
09/2018 - 05.2021

Diploma in Insurance - Insurance

Ghana Insurance College/MITC
FREDERICK MARCELLO APPAU