Yobe Mwale
Lusaka
Summary
Commercial and operations leader with experience driving growth across sales, trade execution, and end-to-end FMCG operations. Strengthened EBITDA and contribution margin through disciplined budget management and cost reduction initiatives. Expanded market share using data-led planning and decision-making with cross-functional teams.
Overview
1
1
Certification
21
21
years of professional experience
Work History
General Manager
JAVA FOODS LIMITED
Lusaka
03.2026 - 07.2026
- Orchestrated daily operations, including noodles production, packaging, warehousing, and distribution, to ensure seamless workflow and timely product delivery.
- Devised and executed strategic business plans to achieve ambitious sales targets, enhance profitability, and drive overall market growth.
- Ensured strict adherence to all food safety, quality assurance, and regulatory requirements, maintaining high standards across all operational facets.
- Administered comprehensive budgets, meticulously controlled costs, and optimised operational efficiency for maximum resource utilisation and financial performance.
- Led professional development of departmental managers and staff, fostering a high-performing and engaged team environment.
- Monitored production performance rigorously and spearheaded continuous improvement initiatives to enhance productivity and minimize waste.
- Cultivated relationships with key suppliers, distributors, and customers, strengthening partnerships and enhancing market presence.
- Implemented inventory management practices to ensure uninterrupted supply chain operations and prevent stockouts.
- Analysed business performance data thoroughly, providing regular, insightful reports to senior management and stakeholders for informed decision-making.
- Promoted a strong organizational culture centred on safety, quality, and exceptional customer satisfaction throughout all departments.
- Achieved +14% growth on sales volume vs PY during for Mar 26 to Jul 26 period.
- Increased Contribution Margin by +60% vs prior year for H1.
- Reduced operating costs by -4% vs. budget.
- Improved EBITDA & Net profit performance by +260%.
- Successfully implemented Sales Force Automation for optimised productivity.
District Manager
ZAMBIAN BREWERIES PLC
Ndola
08.2025 - 02.2026
- Developed and executed sales and profitability strategies for multiple locations, monitoring performance and implementing adjustments to drive results.
- Managed demand forecasting and budgets, ensuring sales and financial targets were met while controlling operational costs effectively.
- Supervised district operations, ensuring strict adherence to company standards and policies across all functional areas.
- Recruited, hired, trained, and mentored managers and staff, cultivating a high-performance culture and ensuring effective team development.
- Maintained high customer satisfaction by proactively addressing service issues and ensuring exceptional service delivery.
- Reported on regional performance to senior management, providing insights and best practices to improve district-wide operations.
- Ensured daily internal and external stakeholder management was aligned with strategic objectives, fostering collaborative relationships.
- Achieved 93% Employee engagement score & 96% Manager effectiveness score for 2025 FY.
- Delivered +14% growth on sales volume vs PY during for Aug 25 to Dec 25 period.
Country Head - Trade Marketing, Key Accounts & High-End Brands
ZAMBIAN BREWERIES PLC
Lusaka
01.2017 - 07.2025
- Spearheaded comprehensive Go-to-Market strategies across all sales channels to maximize market penetration and reach.
- Managed key accounts, established sales volume and revenue targets, and ensured consistent achievement of sales goals.
- Achieved Key accounts volume in 2024 vs prior year of 19% vs 8% for rest of business.
- Achieved Key Accounts Growth of 47% on volume & 60% Gross Turnover vs prior year for 2019 FY.
- Achieved Market Share in Key Accounts On Trade Channel of 97% (Highest MS achieved) in 2022.
- Grew high end brand market share to 55.53 in 2024, an increase from 46.61 in the prior year.
- Led the formulation and implementation of category management strategies, optimizing revenue streams and enhancing consumer engagement.
- Applied category management techniques to optimize product placement and sales., resulting in increased ZB share in Retail/key accounts cold and ambient space over a 3-year period, closing at 90% for 2023 (+15% from 2021).
- Conducted in-depth market research, analysing consumer behaviour and competitive activity to identify new growth opportunities and market trends.
- Oversaw channel insights, ensuring alignment with overall sales and marketing strategies, and provided strategic recommendations to leadership.
- Developed and executed promotional strategies, meticulously monitored campaign performance, and adjusted tactics to optimise effectiveness.
- Maintained stakeholder relationships with key customers, suppliers, and internal teams to foster collaboration.
- Managed budgets, including fixed costs and capital expenditure, with a strong focus on achieving cost efficiency and generating savings.
- Achieved 5% savings on Sales Package while delivering Commercial plan in full in 2023.
- Consistently and effectively managed Commercial Opex & Capex Budgets in line with target for the past 7 years with zero overspend.
- Attained 93% Employee engagement score & 100% Manager effectiveness score for 2024 FY.
- Recognized as top performer based on consistent high sales metrics. (1 in the company for two years - 2022/2023 consistently).
- Recognised as Best Performing District Manager for 2019 & 2021 at Zambian Breweries.
Channel Execution Manager
ZAMBIAN BREWERIES PLC
Lusaka
01.2013 - 06.2017
- Implemented channel sales plans in close collaboration with the Sales team, optimising market reach and product distribution.
- Defined execution standards across all elements, including setting price compliance targets by trade segment.
- Developed execution standards plans and established a review mechanism to enhance operational performance consistency.
- Supported the development of channel-specific price compliance tools, enhancing market competitiveness and pricing accuracy.
- Devised centrally driven promotions and initiatives that aligned brand, sales, and channel marketing teams.
- Planned consumer promotions against stated objectives, meticulously reporting on Return on Investment (ROI) to assess campaign effectiveness.
- Aligned CAPEX with the cold strategy, extending drinking occasions across various sales channels to maximize market opportunities.
- Selected to serve on the Sales and Marketing Communication Compliance Committee.
Brand and Segment Manager
MTN ZAMBIA
Lusaka
03.2011 - 07.2013
- Directed brand strategy and corporate identity, positioning MTN as a leading choice among consumers in Zambia.
- Developed 4 consecutive successful campaigns that led to MTN growing from 32% to 41% market share.
- Designed and executed media strategy, advertising, marketing, and promotional campaigns to enhance brand visibility.
- Defined media strategy, planning, buying, management, and monitoring, overseeing internal and external communications.
- Reinforced brand image and values to drive appropriate customer and employee behavior.
- Oversaw consumer and business segments communications projects, including retail-driven communications.
- Conducted research, customer insights, and market intelligence, including competitor analysis and CIM research.
- Utilised segmentation, market intelligence, and research to formulate effective business commercial strategies.
- Implemented and refined segmentation model, analysing and interpreting trends to better meet segment needs.
- Identified new segments, clusters, opportunities, and needs of current and prospective customers.
- Ensured segment plans were consistent with overall strategy and market needs, defining corrective actions and adaptations based on competitive moves.
- Secured approval for all branding elements to ensure consistency with corporate identity. on all ATL and BTL elements to MTN brand corporate identity.
- Translated strategies into operational objectives to ensure a strong return on investment.
- Led initiatives to improve and update segmented operational approaches. and updating of the segmented approach into operational processes.
- Redesigned operational systems and procedures to achieve operational excellence.
- Recognised as a Top 5 best performing employee in 2012 in the CEO award category at MTN Brand.
Brand Manager
ZAMBIAN BREWERIES PLC
Lusaka
02.2008 - 02.2011
- Developed brand strategy to achieve business and departmental objectives, ensuring market relevance and growth.
- Created National Promotional Plans and calendars, effectively communicating them to the Commercial Team.
- Communicated promotional plans and mechanics to sales teams, evaluating effectiveness and performance against objectives.
- Oversaw advertising initiatives to align brand strategy with target audience, developing concepts and ensuring thorough post-evaluation of campaigns.
- Assessed brand investments to ensure alignment with overall marketing plans. by segment, aligning with brand plans and overall strategy.
- Managed above-the-line and below-the-line interface, ensuring integrated marketing efforts.
- Determined annual brand budget requirements and BTL investments, optimizing ATL and BTL allocation to enhance strategic impact.
- Communicated Strategic Trade Marketing plans to Sales Teams and Head Office, providing regular feedback on KPIs.
- Integrated functional units and developed event plans (product launches, corporate presentations, sales events) to ensure efficiency and consistency.
- Authored first Tailored Service Packages (TSP) guidebook for Zambian Breweries Channels, ensuring trade execution consistency and achieving budget savings.
- Successfully rolled out new Mosi, Castle Lite & Budweiser Corporate identities in trade with world-class execution.
Sales & Marketing Coordinator
ZAMBIAN BREWERIES PLC
Lusaka
04.2007 - 06.2008
- Coordinated sales and marketing activities, enhancing alignment with departmental objectives and campaigns.
- Managed communication flow between sales teams and marketing departments to ensure alignment.
- Assisted in developing and implementing marketing strategies and promotional initiatives, contributing to increased brand awareness.
- Prepared reports on sales performance and marketing campaign effectiveness, providing insights for informed management decision-making.
- Supported the organisation of sales events and marketing presentations to enhance brand visibility.
Management Trainee
ZAMBIAN BREWERIES PLC
Lusaka
12.2005 - 03.2007
- Completed structured training program, gaining comprehensive understanding of brewery operations and workflows.
- Supported sales, marketing, and production departments with daily tasks and projects, enhancing interdepartmental collaboration.
- Acquired knowledge of business processes, company policies, and industry best practices through hands-on experience.
- Collaborated on team projects, applying theoretical knowledge to address practical business challenges and drive solutions.
- Developed foundational skills in leadership, problem-solving, and cross-functional collaboration.
Education
BA Degree - Accounting
UNIVERISTY OF NAMIBIA
Windhoek, Namibia12-2005
Skills
- Sales
- Business Development
- Strategic Planning
- Project Management
- Budgeting
- Financial Oversight
- Expense Management
- Demand Forecasting
- Data Analysis
- CRM Software
- Salesforce
- Route To Market
- Key Account Management
- Customer Management
- Brand Management
- Brand Strategy
- Marketing Communication
- Campaign Management
- Promotional Materials
- Competitive Analysis
- Talent Development
- Goal Setting
- Production Optimization
- Strategic Decision Making
- Stakeholder management
- Operational Reporting
- Supply chain management
- Analytical Thinking
- Decision Making
- Negotiating Skills
- Conflict Resolution
- Relationship Building
- Leadership Skills
- Adaptability
- Team Player
- Performance evaluation
- Creative Thinking
- Communication Skills
- Accountability
- Planning
- Financial Oversight
- Operational Reporting
- Supply chain management
- Budget management
- Production Optimization
Certification
- Africa Zone Development and iLEAD Africa Leadership Programme 2023
- Africa Zone Development and iLEAD Africa
LANGUAGES
English (Native)
Timeline
General Manager
JAVA FOODS LIMITED
03.2026 - 07.2026
District Manager
ZAMBIAN BREWERIES PLC
08.2025 - 02.2026
Country Head - Trade Marketing, Key Accounts & High-End Brands
ZAMBIAN BREWERIES PLC
01.2017 - 07.2025
Channel Execution Manager
ZAMBIAN BREWERIES PLC
01.2013 - 06.2017
Brand and Segment Manager
MTN ZAMBIA
03.2011 - 07.2013
Brand Manager
ZAMBIAN BREWERIES PLC
02.2008 - 02.2011
Sales & Marketing Coordinator
ZAMBIAN BREWERIES PLC
04.2007 - 06.2008
Management Trainee
ZAMBIAN BREWERIES PLC
12.2005 - 03.2007
BA Degree - Accounting
UNIVERISTY OF NAMIBIA