Reece Croucher
Commercial Executive
Bangkok, Thailand
Summary
Seasoned commercial transformation and operation leader with 20+ years of experience in the Consumer Goods and Consumer Health industries. Proven track record in building high-performing teams with recent experience managing a diverse workforce of over a thousand individuals to achieve a sales budget in excess of $1B USD.
Known for a detailed and empowering leadership style that drives growth, innovation and delivers turn-around results. Recognized as an industry thought-leader category and commercial strategy, market expansion and customer and channel engagement.
Extensive international experience across Latin America, Western & Eastern Europe, Oceania, Asia, and North America.
Overview
34
34
years of professional experience
Work History
Global VP, Sales Operations
DKSH Consumer Goods
03.2022 - 08.2024
- Responsible for 4B USD in sales annually across 13 markets (from China to New Zealand), leadership of the sale operation practice development and all key customer relationships
- Leadership for the Consumer Goods Business Unit's growth strategy including M&A, Client Services, Route To Market, Customer Leadership, e-Commerce, S&OP, Commercial Planning, Sales Force Effectiveness, process automation and Insight and Analytics
- Responsible for Malaysia market operation from August 2023 to May 2024 including P&L and achievement of 1Bn USD Net Sales target covering Food Service, Chilled and Ambient, across 15 separate product categories and the manufacture, marketing and sales of 7 own brand product ranges
Global VP - Client and Customer Servicing
DKSH Consumer Goods
01.2020 - 02.2022
- Global leadership for the CG Business Unit's client and customer strategy and operation across 12 markets of AsiaPac to deliver 4Bn+ USD in annual sales
- Responsible for leading the transformation of the business in building client and customer centric commercial capability and annual doubling EBIT result over 2 year period
- Leadership of central support team of 35 people a team of 35 people
- Global Business Development team with annual new business target of 185M USD
- Client and Customer servicing team
- Insight and Analytics team
- Global RTM development team
Global VP, Marketing and Sales
DKSH Consumer Goods and Healthcare
07.2017 - 12.2019
- Responsible for the delivery of over 8B USD in sales and setting strategic development direction for commercial functions across the two largest business units
- Covering 16 markets throughout SEA, Nth Asia and Oceania
- Transformation focus on Route To Market, coverage expansion, Sales Force Optimisation, Key Account Development, Trade Marketing, Marketing and commercial systems and analytics
- Overseeing a team of 17 commercial specialists work with snr marketing and sales leaders in the development of local strategy, capability, operation and execution
Director and Managing Partner
Weben Asia Pte Ltd
01.2014 - 06.2017
- Leader of B2B professional services firm delivering value to companies in the consumer goods and consumer health sectors through strategy development and implementation in areas such as: new market entry, consumer segmentation, customer engagement, and Route To Market development.
- Responsible for 15M USD annual turnover and leadership across business development, client contracting, and consulting services delivery.
- Personally won and delivered strategy consulting projects for Kraft, Del Monte, Suntory, Heineken, Sanofi Aventis, Mundipharma, L'Oreal, Fonterra and Friesland Campina.
Managing Director IndoChina
InDeed Asia Pte Ltd
01.2010 - 12.2013
- Responsible for setting up business office/base in Thailand and registering Thai entity of InDeed including the achievement of Thai Board of Investment sponsorship
- Year 1 built a local Thai consulting team of 5 with a turnover $3M USD
- Indeed client lead for the APB/Heineken account globally and Kraft Foods account in the AsiaPac region
Principal Consultant
InDeed Asia Pte Ltd
01.2009 - 12.2009
- Charged with developing new business through engaging potential clients in the Fast Moving Consumer Goods industry
- Providing clients with Commercial Strategy and Capability development solutions
- Delivering the answers to business growth
- Primary client being Asia Pacific Breweries
- Responsible for achieving 750,000 USD Sales Target (achieved)
Senior Consultant
Leadership Solutions Pte Ltd
09.2007 - 09.2008
- Example of Client Work 2007/8 Aditya Birla Retail Limited: design and leadership of a year-long organisational improvement project for Aditya Birla Retail Limited in India
- Project centered on the Buying & Merchandising function and included process engineering, role definition, organisational re-design and competency development including category management and negotiation training
- (ABRL are a 600+ outlet supermarket/hypermarket business with a $4Bn USD investment since foundation in 2006)
Director and Co-Founder
AdSentio Management Consultants
01.2006 - 09.2007
- Company Overview: www.adsentio.net
- Co-founder of sales capability and strategy consulting business operating across Food & Beverage companies in Oceania and Asia
- Offering Sales Capability Benchmarking, Training and Project-based Management Consulting
- Work included; creating and hosting a quarterly FMCG Sales Directors' Forum in Sydney, Sales planning process design/definition, Sales organisation re-design and change management, Strategy Development (channel and customer), Benchmarking of Sales groups (in Australia, Singapore and Thailand), Sales Training (KAM), and Facilitation of 'integrated' (marketing and sales) planning
- Www.adsentio.net
Zone Director, Marketing & Sales - Business Excellence
Nestle
08.2004 - 09.2005
- Company Overview: Nestle GLOBE Centre, Zone AOA - Sydney, Australia
- Manager of an 11 person team dedicated to delivering growth and expansion solutions across markets in the AOA (Asia, Oceania and Africa) region through direct market interventions covering Marketing, Trade Marketing, Sales and Distribution
- Accountable for developing relationships with each Market Head, Marketing Director and Sales Director in order to jointly create growth and expansion plans and assist each in achieving enhanced business results
- Understand market needs and respond quickly
- Responsible for the regional implementation of Nestle global Best Practices across Generating Demand function (Marketing & Sales), including; Long Term Commercial Planning, Annual Marketing & Sales Planning, Consumer-based Pricing, Brand Communication Strategy, Consumer and Shopper Insight Development, Sales Profit Improvement and Trade Investment Optimization, Channel and RTM Strategy Development, Point-of-Purchase Planning, Strategic Customer Management, Key Account Management, Distributor Development and Field Sales Management
- Responsible for providing the Generating Demand development strategy to Zone AOA Director
- Leader of Nestle Zone AOA Sales Directors' Forum
- Development of regional Best Practices in the area of Commercial Planning and Strategy
- Accountable for total Zone AOA Trade Investment Optimisation targets annually
- Nestle GLOBE Centre, Zone AOA - Sydney, Australia
Sales Process Lead - Channel and Market Development
Nestle
02.2002 - 07.2004
- Company Overview: Strategic Generating Demand Unit - Vevey, Switzerland
- Responsible for developing the Nestle global Best Practices for Channel Assessment & Strategy, Channel Category Planning and RTM/Distribution development
- Process definition, Tools development, Training material development, market implementation and support
- Responsible for developing Nestle's global direction to markets on Customer Marketing/Category Sales Development function; market-based needs assessment, core purpose and key activities, role definitions, career succession, outputs & KPIs
- Leader of 7 separate market Change Projects involving; 10-15 person team, assessment of market's sales function, senior stakeholder management and alignment across market's management committee members, agreement on core issues & opportunities for the Sales group, Sales Development 'Roadmap' design, development of detailed Implementation Plan, periodic implementation assistance and review
- Team member of Total Trade Spend optimization project; standardization of Trade Spend classification, Promotional Evaluation, and Customer Contribution/Profit modeling
- Strategic Generating Demand Unit - Vevey, Switzerland
National Business Manager - Independents/Wholesalers
Nestle Australia Ltd
05.2000 - 01.2002
- Director of Key Account Sales, managing a team of 32 Sales people, 5 National Category Managers, 21 Account Managers and 6 Account Executives
- Across Confectionery, Coffee and other Beverages, Foods, Frozen Foods, Petcare & Ice Cream categories
- Responsible for Trade Terms negotiations, achievement of $276M AUD budget, management multi-million dollar Trade Investment budget
Business Unit Commercial Manager
Nestle Australia Ltd
01.1999 - 04.2001
- Management of Sales Strategy and overall Sales Plan for Petcare division
- Setting of Category Management direction and category 'selling' strategy, prioritisation of customers, analysis of category trends, management of Trade Marketing team and member of the division's management team
- Negotiation and divestment of local brand
National Category Manager
Nestle Australia Ltd
05.1997 - 12.1998
- Management of Key Account across 4 beverage categories to meet Sales budgets within agreed financial constraints
- Development of customer business plans; Negotiation of promotional programmes & new lines; Provision of category customer direction to state Account Managers; Provision of in-store execution direction to Field Sales team
National Category Manager
Nestle Australia Ltd
03.1995 - 04.1997
- Management of Key Account across 7 foods categories to meet Sales budgets within agreed financial constraints
- Development of customer business plans; Negotiation of promotional programmes & new lines; Provision of category customer direction to state Account Managers; Liaise with Field Sales to maximise investment
Account Manager
Nestle Australia Ltd
01.1993 - 03.1995
- Management of state key account to meet sales budgets within the agreed financial restraints
- Development of customer business plans; Negotiation of promotional programmes & new lines; Liaise with Field Sales to maximise investment
Field Sales Manager
Nestle Australia Ltd
01.1993 - 12.1993
- Management of total NSW Field Sales team - 18 Representatives and 63 Merchandisers
- Annual resource 'capacity' planning, definition of 'role in store' across multiple channels and categories
- Management of execution plans within overall operational budget
- Development of state-based customer relationships with Key Account Operations managers
- High-level channel/outlet-based input into overall Marketing & Sales plans
Area Sales Supervisor
Nestle Australia Ltd
01.1992 - 12.1992
- Management of both Sydney Metropolitan and Country sales territories; Managing 4 Sales Representatives and 15 merchandisers, training and coaching of these roles, development of area/regional relationships with corresponding regional key customer operations roles, management of area Sales operations budget
Sales Representative
Nestle Australia Ltd
07.1990 - 01.1992
- Management of both Sydney Metropolitan and Country sales territories; Managing merchandisers, pre-selling of promotional activity, building displays and general merchandising, negotiating 'over & above' promotional displays and shelf relays to meet pre-set objectives
Education
Executive MBA (Hons) -
AALTO (University of Helsinki)
Higher School Certificate - undefined
Blaxland High School
NSW, Australia 01.1987 - 12 1987
Skills
- Commercial leadership
- Business results delivery
- Transformation
- Strategy and change
- Business development
- Advanced trainer and facilitator
- Intermediate level French
- Basic level Italian
Golf, nature photography, cycling
nothing to add
Timeline
Global VP, Sales Operations
DKSH Consumer Goods
03.2022 - 08.2024
Global VP - Client and Customer Servicing
DKSH Consumer Goods
01.2020 - 02.2022
Global VP, Marketing and Sales
DKSH Consumer Goods and Healthcare
07.2017 - 12.2019
Director and Managing Partner
Weben Asia Pte Ltd
01.2014 - 06.2017
Managing Director IndoChina
InDeed Asia Pte Ltd
01.2010 - 12.2013
Principal Consultant
InDeed Asia Pte Ltd
01.2009 - 12.2009
Senior Consultant
Leadership Solutions Pte Ltd
09.2007 - 09.2008
Director and Co-Founder
AdSentio Management Consultants
01.2006 - 09.2007
Zone Director, Marketing & Sales - Business Excellence
Nestle
08.2004 - 09.2005
Sales Process Lead - Channel and Market Development
Nestle
02.2002 - 07.2004
National Business Manager - Independents/Wholesalers
Nestle Australia Ltd
05.2000 - 01.2002
Business Unit Commercial Manager
Nestle Australia Ltd
01.1999 - 04.2001
National Category Manager
Nestle Australia Ltd
05.1997 - 12.1998
National Category Manager
Nestle Australia Ltd
03.1995 - 04.1997
Account Manager
Nestle Australia Ltd
01.1993 - 03.1995
Field Sales Manager
Nestle Australia Ltd
01.1993 - 12.1993
Area Sales Supervisor
Nestle Australia Ltd
01.1992 - 12.1992
Sales Representative
Nestle Australia Ltd
07.1990 - 01.1992
Higher School Certificate - undefined
Blaxland High School
01.1987 - 12 1987
Executive MBA (Hons) -
AALTO (University of Helsinki)
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