Anaïs Silva Ramos

My consulting activities cover business development, marketing, market research, strategy, and client and consumer insights.

I work particularly on animal protein sectors (meat and dairy products) and have expertise in the Southeast Asian market (especially Vietnam, Philippines, and Thailand - where I have been living for 5+ years).

I provide my clients with a clear vision of Southeast Asian markets (geopolitics, economy, demographics, culture, consumers...) as well as key insights into the meat and dairy sectors (industry structure by country, main production areas by species...) in these countries.

New Viet Dairy is a food and beverage importer and distributor (mainly through Food Service channel) with 350 million USD revenue and 600+ employees in 2018.

I was in charge of building the business strategy in both FS and RT channels for 100+ brands (1000+ skus), structuring nearly from scratch the marketing department and mentoring marketing professionals to enable it, partnering with our suppliers to make it faster and more efficient. In a nutshell, to create long-term value for both New Viet Dairy and the brands' suppliers we were collaborating with.

Key responsibilities & achievements:

• Designed business strategy and 5-years roadmap (including people, systems, data, prioritization)

• Built trust and created partnerships with strategic suppliers to enable higher investments on key brands and thus develop growth, Negotiated with new and current suppliers (price, support, exclusivity...)

• Structured and organized nearly from scratch marketing department (brand marketing, trade marketing, gastronomy/chefs, communication/digital, design); Trained, empowered and led a team of 35 people from managers to interns and new graduates and in different locations

• Conducted the change towards data-driven decision making and value-driven mindset

• Created Strategy, Business/Marketing plan and Channel segmentation for identified strategic brands in both Retail and Food Service channels for the upcoming year

• Fostered collaboration between Sales and Marketing departments, helped teams to prioritize (brands/sub-channels/products) and move in the same direction to gain in efficiency

• Supported Sales team by meeting Western chefs and owners (FS) as well as Purchasing VP and head of category (RT) to better understand their needs and develop sales

Annam Group, which belongs to Apple Tree, is an importer, marketer and distributor of food and beverage brands in Vietnam, Laos (now closed), Cambodia and more recently Myanmar.

I was in charge of developing the Culinary portfolio (30+ brands) in terms of sales and profitability for both Retail and Horeca channels in Vietnam.

I was working and partnering with suppliers from all over the world including Japan, Italy, US, France, Australia, Hong Kong, Singapore, Spain, Germany. Main brands: Barilla, Kikkoman, Président, McCormick, Tabasco, Andros, Bob's Red Mill, Dr.Oetker, Maille, Cirio. + 2 Private Label brands: Latino Bella, Pate Royal.

Key responsibilities & achievements:

• Defined company strategy as a member of leadership team

• Managed Portfolio (negotiated contracts with suppliers, defined right assortment), Pricing (purchase and re-sale), Go-to-Market (US$2 million budget including promotion, merchandising, on-ground activities, events and digital activities) and Distribution (channel segmentation, category management) strategies of 30+ brands

• Built a strong team spirit among the team (20 people from executives to group brand managers), Enhanced know-how, skills and motivation of each individual among the team, Fostered collaboration mindset of the team with other departments

• Improved business efficiency, simplicity and reactivity through a complete overhaul of company processes as well as the management of company process digitalization (as project initiator and leader)

• Supervised operational implementation of marketing and trade marketing activities made in both Retail and HoReCa channels (on-ground activities, digital, promotions, events, incentives...) to ensure execution excellence

• Supported Sales team by meeting Western chefs and Owners (FS) as well as Purchasing VP and Head of category (RT) to better understand their needs and develop sales

• Increased sales +50% and profitability +2pts