Georgina Fletcher

Lead CDM for Carbonates, Adult & Instant consumption portfolio on Sainsbury's account.

• Identified brand opportunities in underperforming areas, developing strategic growth plans along side promotional optimisation resulting in consistent share growth over the past 2 years.
• Demonstrated category thought leadership, crafting category based selling to engage Sainsbury's on the value of our brands through clear consumer based metrics, setting joint targets and evaluation process.
• Optimised investment strategy for sustainable growth, balancing internal and external metrics leading to over delivery of budget and YOY targets across volume, net revenue and profit over the last 2 years.
• Engaged cross-functional teams to improve operations across commercial and supply chain resulting in enhancing compliance and visibility at point of purchase resulting in record breaking volumes sold across Pepsi on promotion.
• Contributed to substantial improvements in customer advantage score survey results to achieve #2 impulse supplier position in 2024.
• Created and deployed a bespoke joint supplier customer strategy for Britvic & PepsiCo partnership, with relevant cross-category opportunities, delivering improved feature and point of purchase visibility.
• Led monthly performance cycles while instilling a 'Brilliant basics' culture to prioritise and focus on incremental growth opportunities.
• Continuous engagement with internal stakeholders to instil a growth mindset, shaping and sharing clear ambition and growth strategies across our key brand growth drivers.

Achievements

• Awarded 'Commercial director award' 2024 for my contribution to delivery and embodiment of the Business values.
• 'Ring of honor' finalist 2024 and 2025 for my contribution to PepsiCo Branded growth.

Managed key account for Booker, overseeing £65m annual P&L.

• Negotiated customer commercial JBP elements, including pricing and promotional activities.
• Streamlined internal operational standards such as debt management and trade spend accruals.
• Established customer-focused approach to enhance relationships and secure contract agreements.
• Identified and launched listing opportunity in M&S, increasing product visibility.
• Negotiated reduced length on Grocery discounter contract, improving pricing structure.
• Secured incremental listings across multiple categories without additional investment.
• Delivered negotiation training to sales team, enhancing reputation and networking opportunities.

• Managed £560m RSV annual P&L for soft drinks category, leading two direct reports.
• Oversaw multiple complex JBPs with Branded and Private Label suppliers to achieve key KRAs.
• Identified ASDA's carbonate underperformance, influencing cross-functional teams to increase off-shelf feature by 12%.
• Redefined space alignment strategy to prioritise value growth over volume.
• Achieved over £1m cost savings across PL, transitioning 80% of PET portfolio to 51% RPET.
• Enhanced junior buyer's strategic thinking and supplier engagement for career progression to Buying Manager.
• Articulated clear value growth strategy to internal and external stakeholders, driving market-leading value.

• Developed and implemented diverse Joint Business Plans to enhance category growth across key brands.
• Achieved value growth exceeding market performance by optimising branded and private label sales mix.
• Negotiated cost savings on private label products, narrowing price gap to Aldi by five percentage points.
• Utilised commodity and product specifications to drive efficiencies in packaging and raw ingredients.