ANDREW O’BRIEN
COMMERCIAL DIRECTOR
Hong Kong SAR
Summary
High-performing professional with extensive global experience driving growth through practical innovation. Strategic leader consistently delivering business growth in both mature and emerging markets. Excels at quickly leveraging global/local trends and adept at leading diverse teams and large projects in a fast-paced, agile environment. Expert in change management, thriving in complex and unpredictable environments. Successfully leads sales, marketing, and strategy teams across Asia and Eastern Europe.
Overview
19
19
years of professional experience
Work History
Head of Commercial, S&SA Business Development Markets
PHILIP MORRIS VIETNAM
01.2022 - Current
Head of Commercial, S&SA Business Development Markets
PHILIP MORRIS ASIA - HONG KONG
01.2021 - 01.2022
- Accountable for commercial activities across 'Growth Markets' including Cambodia, Maldives, Bangladesh, Nepal, Bhutan & Laos
- Executed market entries and accelerated growth
- Led the Cambodia turnaround from 0.4% share of market (SOM) and negative returns to double digit YOY sales growth to 2.6% SOM and multi-million USD profit within 2.5 years
- Designed and executed product portfolio and route-to-market strategies in complex markets via local distributor partnerships, with extended supply chains linking to offshore production facilities
- Project managed cross-functional teams, in various markets, to rapidly deploy digital platforms in 2 markets
- Drove transition to Smoke Free Products IQOS in Maldives from launch to 10% SOM in the Maldives capital city island of Male, through a combination of branded direct retail outlets (devices & consumables) and general trade retail (consumables)
- Led the transition to Smoke-Free Products IQOS in the Maldives, achieving a 10% market share in the capital city of Male
- Current project lead for new market entries, including business and route-to-market structures for the new nicotine pouch category
Director Sales and Distribution
PMFTC PHILIPPINES
Manila
01.2019 - 01.2021
- Board member responsible for sales exceeding 40 billion units
- Managed 36 sales offices, led a team of 1,900 sales employees, and delivery fleet of 700 vehicles
- Spearheaded innovative approaches to resource allocation and strategic planning to overcome the Covid pandemic disruption
- Responsible for the Business Continuity Plan during Covid lockdown, including transportation and sales force restrictions
- Developed high-performing teams by providing mentorship, guidance, and opportunities for professional growth.
- Built websites in record time, leveraged SMS messaging, and opened the sales office to direct pickup to maintain sales to customers ensuring continuous market supply for our customers
- Cultivated a positive work environment that fostered employee engagement, increased retention rates, and boosted overall team morale.
- Established a first mover advantage in Digital Trade Engagement through hyper-tasking, from pilot in 2019 to 60,000 retail stores connected to our customized mobile application, with 80,000 weekly login-ins by year end 2020
- Implemented an ecommerce solution for our key Wholesale customers covering 57% of total sales, 4,500 shops with weekly participation of 96% by year-end 2020
- Pioneered Unique Pack Codes (inside product packaging) enabling online redemption/rewards to replace traditional analog programs – 4.5mio packs claimed online by year end 2020
Director Central Russia
PHILIP MORRIS RUSSIA
Ekateringburg
01.2018 - 01.2019
- Responsible for overseeing Sales and Marketing operations in the vast Central Russian Urals region, which includes 8 major cities with populations exceeding one million, as well as the surrounding rural areas
- Launched new products, grew digital activation and awareness across the large Central Russia region (Urals)
- Successfully launched 4 new product launches including smoke free product IQOS establishing a new category
- Established Retail outlets, customer care (online/offline), and distribution for IQOS across 8 major cities delivering sales growth to over 1 billion HEETS sticks in 2 years
- Expansion and evolution of digital to trade activation resulting in new product awareness growth from less than 5% to 43% within 6 months
- Fostered culture of innovation, encouraging development of cutting-edge solutions.
- Drove significant market share growth with launch of innovative product lines.
- Navigated company through periods of significant change, maintaining focus on long-term strategic goals.
Director National Key Accounts
PHILIP MORRIS RUSSIA
01.2016 - 01.2018
- Accountable for all major Modern Trade retail accounts across Russia, including hypermarkets, supermarkets, convenience and tobacconists channels
- Appointed as a Key Account Management expert to contain runaway cost expansion
- Cultivated a new partnership-based business environment with key accounts via creative / assertive negotiation efforts
- Saved $36 million in year one via contract restructuring ending YOY cost growth of over 10% per year for the previous 5 years
- Led annual negotiation campaigns across 27 accounts within budget and delivering growth targets for both SKUs’ range and profitability
- Implemented advanced-level GAP negotiation training for the Key Account team, essential to improving performance in annual contract renewals with rapidly expanding and competitive Modern Trade accounts
- Managed budgets effectively to ensure optimal use of resources while maintaining financial stability.
- Secured key partnerships that contributed to the company''s overall growth strategy and market reach.
- Negotiated favorable contracts with vendors for reduced costs and improved service quality.
- Enhanced data-driven decision-making by implementing advanced analytics and reporting tools.
- Cultivated high-performance executive team, selecting and mentoring candidates for key leadership roles.
- Achieved remarkable turnaround of underperforming divisions through strategic leadership and restructuring.
Director Commercial
PHILIP MORRIS AUSTRALIA
Melbourne
01.2014 - 01.2016
- In charge of overseeing sales revenue exceeding 3.5 billion product units, an annual expense budget of $530 million, and a permanent workforce of 420 employees
- Responsible for both devising and implementing Sales, Marketing, and Logistics plans to achieve business objectives
- Additionally, I manage relationships with external stakeholders, including major accounts spanning hypermarkets, supermarkets, convenience stores, and general trade
- Navigated a discount price war and accelerated the shift to digital and automation solutions to improve productivity
- Expanded the footprint of products: introduced Marlboro American Blend, pouched tobacco, and Make Your Own categories
- Grew the tobacco accessories category from $1 million to $8 million profit in 18 months
- Built a highly effective team that launched online direct selling to consumers and re-established market leadership in the key tobacconist channel
General Manager Jakarta
PHILIP MORRIS INDONESIA / SAMPOERNA TBK
01.2012 - 01.2014
- Accountable for full income statement and sales revenue exceeding $2.5 billion, expense budget of $28 million, and headcount of 1,200
- Responsible for all aspects of the business in a 35 million population market, running 16 sales/logistics offices
- Impact: Achieved a 4.5% increase in market share within the fiercely competitive Jakarta market, which accounts for 50% of the total company sales
- Delivered substantial efficiency/productivity improvements through innovation in Direct Selling and Wholesale Management, resulting in 3-fold increase in Consumer Reach with flat costs
- Delivered a 4.5% market share increase in Jakarta over two years on a flat operating budget
- Designed and implemented a new decentralized organization structure in Jakarta and West Java
- Cultivated strong relationships with clients, vendors, and partners to ensure long-term success and loyalty.
- Monitored financial performance, set budgets and controlled expenses to provide financial stability and long-term organizational growth.
- Developed and executed strategic plans for business growth and expansion, resulting in increased market share.
- Improved operational efficiency by streamlining workflow processes and adopting cutting-edge technology.
Head of Corporate Strategy
PHILIP MORRIS INDONESIA / SAMPOERNA TBK
Jakarta
01.2009 - 01.2012
- Led an analytic team of 20 in Corporate Planning in addition to 450 head count in the non-core businesses, developed all corporate-level core business strategy including pricing, financial forecasting, business development, and M&A for a 30,000-employee Indonesian subsidiary
- Also, managed all non-core businesses including Taman Dayu Property and Golf, Jack Nicholas Signature Golf and Hotel, SPP Cakung (battery casing manufacturer), and Sampoerna Air (corporate airline)
- Impact: Executive Management Team member, assisting to double the operating company income over three years and successfully divested non-core businesses
- Redesigned and implemented pricing/fiscal strategies which were a major contributing factor to the doubling of income in the core Tobacco business
- Generated on time savings of $25mio USD through restructuring tax stamp excise payment process to the government
- Negotiated and executed the sale of two non-core companies, Sampoerna Air to Bakri Investments and 51% share of a PET manufacturing joint venture with San Miguel to Nippon Glass
- Drove the turnaround of both Taman Dayu Property and SPP Cakung printing businesses from losses to strong profit in two years
- Redeveloped Taman Dayu Golf Club Hotel adding 56 rooms
- Excellent communication skills, both verbal and written.
Sales Strategy and Information Systems Manager
PHILIP MORRIS AUSTRALIA
01.2008 - 01.2009
- Accountable for sales forecasting accuracy for manufacturing and allocation purposes of finished product
- Led a team of 14
- Was business lead for information systems delivering actionable data to all stakeholders
Channel Manager
PHILIP MORRIS AUSTRALIA
01.2006 - 01.2008
- Set strategic direction for the Tobacconist Channel
- Accountable for Channel objectives including sales targets, trading terms negotiation, return on capital, margin, team member productivity, training and development
- Accountable for promotional budget in excess of $16 million and revenue in excess of $550 million annually
- Prior to Channel Manager, held a number of roles in Sales at Philip Morris, increasing responsibility and scope starting from the year 2000
Education
M.B.A. - Marketing & Finance
RMIT UNIVERSITY
MelbourneB.A. - Economics
UNIVERSITY OF WESTERN AUSTRALIA
PerthSkills
Competitive analysis
Sales strategy
Adaptability and flexibility
Customer acquisition
CRM proficiency
Data-driven decision making
Business development and planning
Team leadership
Pricing strategy
Strategic planning
Careermilestones
- Board member Philip Morris Australia Ltd and PMFTC (Philippines)
- Led large sales/distribution teams in Russia (500), Australia (400), Philippines (2,500), and Indonesia (1,200)
- Established the new ‘smoke-free’ product category with IQOS in Central Russia, and the Maldives
- Deployed B2B e-commerce and digital engagement solutions in Australia, Philippines and Cambodia
- Pioneered Trade Program automation with Unique Pack Codes in the Philippines, delivering annual savings in back-office processes of $1.5 million USD while increasing trade engagement (weekly logins growth, 28% - 92%)
- Ensured business continuity and share of market growth in the Philippines leading the 2,500 strong sales team through extended covid lockdowns
- Skillfully managed 27 National Key Accounts in Russia, negotiating $36million USD per year cost reduction without loss of sales
- As an Executive Management Team member at Sampoerna (Indonesia), contributed to the company's rapid growth from 4th to the largest PMI affiliate in unit sales
Timeline
Head of Commercial, S&SA Business Development Markets
PHILIP MORRIS VIETNAM
01.2022 - Current
Head of Commercial, S&SA Business Development Markets
PHILIP MORRIS ASIA - HONG KONG
01.2021 - 01.2022
Director Sales and Distribution
PMFTC PHILIPPINES
01.2019 - 01.2021
Director Central Russia
PHILIP MORRIS RUSSIA
01.2018 - 01.2019
Director National Key Accounts
PHILIP MORRIS RUSSIA
01.2016 - 01.2018
Director Commercial
PHILIP MORRIS AUSTRALIA
01.2014 - 01.2016
General Manager Jakarta
PHILIP MORRIS INDONESIA / SAMPOERNA TBK
01.2012 - 01.2014
Head of Corporate Strategy
PHILIP MORRIS INDONESIA / SAMPOERNA TBK
01.2009 - 01.2012
Sales Strategy and Information Systems Manager
PHILIP MORRIS AUSTRALIA
01.2008 - 01.2009
Channel Manager
PHILIP MORRIS AUSTRALIA
01.2006 - 01.2008
M.B.A. - Marketing & Finance
RMIT UNIVERSITY
B.A. - Economics
UNIVERSITY OF WESTERN AUSTRALIA
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