Post on 08-May-2019
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Silver Fern Farms is New Zealand’s leadingprocessor, marketer and exporter of premiumquality lamb, beef, venison and associatedproducts.
The company was registered in 1948 as Primary Producers Co-operative Society, eventually trading as PPCS until it changed it's name and it's brand in 2008 to Silver Fern Farms.
Silver Fern Farms is a partnership between Silver Fern Farms Co-operative and Shanghai Maling.
Produces Started in
Over
Sheep, beef and deerfarmer partners
Plants throughoutNew Zealand
Staff in the peakof the season
2.2
Of all NZ Lamb, Beef and Venison
30% 1948
16,000 14
Annual sales
Billion
Became Silver Fern Farmsin 2008
7,000
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The RoleThe role of GM Sales & Marketing provides strategic and people leadership of the functions and guides our international growth ambitions aligned to our Plate to Pasture strategy
Responsibilities• Builds strategy as part of leadership team
• Leads execution of the strategy in sales, marketing and product innovation
• Provides visible leadership for our brand values, culture and sustainability
• Builds a strong resilient sales and marketing function
• Plans and delivers robust financial performance through the cycle
• Builds key relationships with key clients and stakeholders
• Manages sales channel and brand reputation risks
Relationships
• The Co-Operative and our 6000 farmer
suppliers
• Shanghai Maling (subsidiary of Bright
Group) own 50% of the operating business
• As a major NZ exporter we have various
government and regulatory relationships
• We operate in international trade markets
where brand knowledge is still developing
• See the Leadership Team structure that
follows
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Leadership Team
Chief Executive
Simon Limmer
Vicki McColl
CFO
Dean Fraser
Enterprise Program Manager
GM Sales & Marketing
Phil Buck
GM Operations
Dan Boulton
GM Supply Chain
Gary Williams
GM Food Quality, Environment &
Assurance
Matt Ballard
GM People
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Current Sales & Marketing Structure
General Manager Sales
(Acting)
Sales Executive Value Add
(Acting)
Market Manager -
Europe
Market Manager -
Middle East/Asia
Pacific
Product Manager
Sheepmeat & Venison
Product Manager
Ingredients
Product Manager Beef Market Manager Co-Products
Business Manager
Pharmaceuticals
Sales Manager -
Manufacturing Beef
NZ FMCG & HORECA Manager
Business Innovation
Manager
GM Marketing (Acting)
Events & Sponsorship Manager Senior Brand Manager -Retail
Brand Manager - Retail
Digital Marketer
Brand Manager - Foodservice
Marketing Manager -
Foodservice
+ circa 30 indirect reports
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Key Challenges
7
The CEO and Board are comfortable broadly with the current strategy in that it can be enhanced rather than re-written – the key strategic challenge is how does Silver Fern Farms deliver sustainable profitability through the seasonal and commodity cycles with the targeted return on capital
Strategic Initiatives• Build a highly collaborative and engaged
team
• Maintain and evolve the Silver Fern Farms brand position and story
• Maximize the benefits available from the Shanghai Maling partnership
• Capture the value added opportunity in a manner that produces overall acceptable returns
• Support the aims of building supplier loyalty through differentiation market positions
• Meet customer expectations for sustainable and traceable supplier practices
Priorities• Maintain $2b+ commodity trading core
business
• Successfully execute new market opportunities
• Build and execute our China strategy aligned to our shareholders vision and market opportunities
• As a member of the leadership team build integrated supply and production planning disciplines
• Create sales execution excellence
• Review our international sales team/partnership structures and resource allocations
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Sales Mix (Indicative)
Categories
$700m Beef
$800m Sheep & Venison
$50m “Value Add”
$500m Manufacturing Beef
Geographies
Europe & Middle East
Asia Pacific
NZ
Greater China
$550m
$370m
$100m
$450m
Other categories:
• International channel JV’s
• Biologicals – items sold into the Pharmaceuticals sector
• Pet Food – offal items not for human consumption (“Inedible”)
• Deer Co-Products – sold for Traditional Chinese Medicine
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Person Specification
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Technical capability and experience:
• Leadership role in a large complex organization working cohesively with senior leadership team and in alignment with a diverse Board of Directors
• Leadership of a significant sales function probably including meat, food, FMCG or similar
• Extensive experience of trading in international markets
• Functional capability to oversee and integrate an already strong marketing function in a manner that fully aligns sales and marketing execution
• High financial, business case and planning capabilities
• Proven success in the development and execution of both core trading and product expansion strategies
• Experienced in the development of robust S&OP platforms
Behavioral competencies
• A collaborative style of leadership – leads without ego, creates effective teams and inspires others to come along on the journey
• Understands the importance of people in achieving strategic objectives
• Creates strong working relationships with stakeholders –values the inputs of others, has empathy with other cultures and view points, puts time and effort into being accessible to stakeholders
• Is adaptable and can operate confidently with ambiguity
• Takes accountability and ownership
Profile
• Strong affinity for the primary sector of NZ
• A leadership style that mixes “hands-on” with bigger picture in an environment where cost control is paramount
• Ability to articulate structured and innovative concepts
• Someone who will live and nurture the Silver Fern Farms brand and story
• International experience perhaps including working within China or the region building business relationships
• Experience in international consumer / commodity / trading markets
• Intellect scalable to a complex industry and problem solving environment
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Accountabilities and Success Measures
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Leadership Accountability
Success Measures
Leadership Team
o Cohesive member and active contributor
o Builds cross-functional alignment
o Helps lift the velocity of the businesses
overall delivery
Sales & Marketing leadership
o Leads the functions to sustained top of
industry performance
o Maintains core commodity business while
executing growth opportunities
o Nurtures and deepens brand
Financial Performance
o Business scorecard goals achieved
o Forecasting, sales planning and reporting all
delivered at a high level
o Achieves margin performance through
careful product and market mix choices
o Delivers results mindful of tight cost control
Systems & Innovation
o Partners cross-functionally to implement a contemporary S&OP process
o Supports transparency and simplification of key business information
ProductDevelopment
o Leads sales and product innovation in alignment with
operations and supply functions
o Market based strategies underpinned by targeted
research and marketing analysis of consumer focused
trends
o Continually monitoring the external environment to seek
opportunities and assess risks
Stakeholder Engagement and Communications
o Silver Fern Farms projected as a progressive and trusted
organization to farmers, suppliers and customers
o Key customer relationships strong enabling repeatable
pipelines
o As member of Leadership Team successfully represents
the business in various forums and events
Sustainability o Supports and integrates the Sustainability Strategy into
marketing and sales ways of working