Sian Mitchell

Key Projects and Achievements
Created potential/premium outlet score logic used to segment our outlet universe and create coverage models.
Built an Advanced Analytics data model for GB

CRM replacement project, diagnoses, discovery, vision and roadmaps.

Data Mapping/Cleansing Enhancements to continuously improve our master data, the foundation of advanced analytics.

People Management

CIO Transformation project management.
Facilitated the transition of Quality Executives (QEs) back to Diageo.
QCT Resolved Rate Improvement, moving from 30% to 60% resolution of dispense requests.
Quality Project Support: quality discovery to enable auto-routing of jobs, appointment setting, QCT digitization, AI perfect pint, overall providing customers with more contact channels and self-service options.

Responsibilities:
Reviewed and optimized quality processes to facilitate planning, implementation, and reporting on Draught Cocktail installations.
Identified key areas for improvement across Sales and Quality processes.
Secured funding from Global Sales teams to implement CRM changes.
Developed stringent criteria for Draught Cocktail (DC) installations
Conducted comprehensive briefings for On Trade teams.
Addressed inaccuracies in asset records.
Facilitated Genesys Telephony Integration.

Responsibilities:
Ensured seamless commercial operations for over 200 users across Sales, Quality, Reserve, Contractors, and Call Centre teams.
Managed various CRM platforms including Salesforce & Trax (Image Recognition App). Launched new EDGE platform.
Defined KPI standards and built processes to track and deliver insights.
Managed reward programs (SIP) for Field, Tech, and National Account Teams.
Oversaw the CIO team in Bangalore to ensure accurate master data and regular reporting.
Led capability development and change management for commercial systems and reporting tools.
Maintained relationships with third-party POS storage/delivery companies.
Fostered strong relationships with third-party field sales provider CPM and Technical Contractors nationwide.
Addressed technical issues through internal helpdesk
Launch of new Field Sales Structures like Zola
New Power Bi (CPD)Performance Dashboard project.
Quality Accreditation Program insights.
Budget management for stores, POS MDA and Ipads.

Reduced costs across all budgets by renegotiating terms or challenging processes.

Responsibilities:

Transitioned European Markets to local CRMs.
Developed a comprehensive European Reserve scorecard for tracking distribution, activation, and RTC data.
KPI Standardization: Standardized KPIs across Europe to enhance consistency and performance measurement.
Provided regular training and support.
Fed into BPM cycle
Brand Growth Achievements:
Increased T10 distribution points from 10k to 19k by F17.
Raised activation by 30% in F17 and up to 70% in F18.
Grew Reserve distribution by 117%.
Year-Ahead Planning Collaboration:
Developed brand range and activation proposals with Shopper/Brand Teams. Presented plans at SBC
M&E Processes Leadership: Led physical availability M&E processes; trained country teams on Market Logic.
Distribution Assumption Work:
Utilized insight frameworks to support the purchase of luxury products.

Responsibilities:

Customer Marketing Manager for Guinness & Red Stripe

Managed Route to Market (RTM) Strategies: Oversaw customer marketing for Guinness and Red Stripe.
Campaign Coordination: Coordinated and project managed national promotional campaigns such as St. Patrick's Day, Six Nations, and various experiential campaigns.
Innovation Brands: Worked on innovative products including Parrot Bay frozen pouches and premix beverages.
Budget Planning & Execution: Planned and managed budgets from the creation/design of POS materials to their execution in wholesalers.
POS Optimization: Ensured all outlets received their POS kits and coordinated merchandiser visits to optimize visibility opportunities.
Seasonal Briefings: Assisted in coordinating seasonal briefings for Sales Teams by creating brand guides that included future brand plans.
Pricing Strategy Compliance: Developed pricing strategies ensuring compliance with Triple Net pricing guidelines following duty increases.
Gate Process Adherence: Followed the Gate process for introducing new product packs to market.
Presentations & Engagements: Delivered presentations on Diageo category solutions to over 200 Bestway convenience store managers.

Responsibilities:

CRM System Development and Rollout Specialist.

Project Management: prioritizing development phases from inception to post-launch.

Agile Methodology: working within a point-based resource allocation system.

Communication & Stakeholder Management: briefing teams, managing stakeholder expectations, and providing regular updates.

Influencing Stakeholders: Skilled in negotiating additional resources and influencing stakeholders to achieve project goals.

Technical Expertise: Strong technical skills for identifying critical errors during testing and developing effective workarounds. In-depth knowledge of CRM systems.

Change Management: Leading change management initiatives to ensure smooth transitions during system rollouts.

Training & Development: Creating comprehensive training materials and leading large-scale training sessions.

Problem Solving: Developing innovative solutions under budget constraints.

Team Collaboration.

Attention to Detail for system testing.

Leadership: Sole SME retained on the project at the Project Manager's request. Recognized for exceptional contributions through awards such as the Pride Award and Best of Britain nomination.

Responsibilities:
Managed a team of 7 in the Quality Call Centre, resolving Guinness technical issues, resulting in cost savings.
Trained and developed the team through regular on the job coaching & P4G conversations.
Consistently overachieved KPIs
Created weekly performance management dashboards
Led phone-based sales campaigns, selling innovative.
Transitioned the team to promote brands during inbound customer contact, increasing sales.
Conducted internal audits to ensure compliance of quality systems and health & safety standards
Executed field sales activity days for Guinness Surgers and merchandise during St. Patrick's Day.
Managed St Pats POS project. Won 2 Pride Awards for exceptional execution of St.
Conducted corporate induction training for new starters.
M&P invoicing fell under my team remit that saved over £500k by identifying duplicate invoice requests.
Managed Code of Practice, legal asset compliance.
Collaboration across all teams to ensure smooth scheduling of work and SLAs being met.

Responsibilities:

Customer Service Agent
Handling calls from On Trade customers, resolving Guinness dispense issues over the phone and delivering exceptional customer service.

Acted as a brand expert, providing solutions and guidance to customers.

Achieved a resolution rate of over 75% by persuasively guiding customers through technical checks, ensuring their Guinness was operational within minutes.
Addressed customer complaints and provided effective resolutions.

Dealt with returned draught beer, COP and brewer installation requests.

Collaboration across teams to ensure smooth scheduling of work and SLAs being met.