Commercial Policy Redesign
Backed by proven expertise in optimizing commercial frameworks and sales excellence
Business need
The business needed to simplify its commercial policy, which had become too complex and difficult to manage. This required redefining customer discount classifications, simplifying how segments were calculated, and reviewing the financial impact of each rule. It also called for revisiting monthly product-level discount campaigns, redesigning the rebate structure, and setting a trade marketing program that directs funds to strategic initiatives.
To make the new policy workable, the organization needed clearer rules and controls for calculation, eligibility, evidence, and cutoffs. Legacy routines relied on manual handoffs and ad hoc checks, which limited governance and timely visibility across units. Audit readiness was also a gap: definitions and approvals were inconsistent, supporting documents were dispersed, and there was no standard way to trace decisions end to end. The requirement was for consistent definitions, standard review cadences, documented decision criteria, and measurable targets for trade marketing actions, so commercial decisions could be traced, compared, and defended during internal or external audits.
My role and contributions
I led the redesign of customer segmentation and modeled the financial impact of cutting discount categories from 12 to 4. I defined how customers would be evaluated, including the review cadence and safeguards before any downgrade, so changes were fair and predictable. I coordinated SFA changes so the sales team could update customer records at scale without disrupting daily operations.
I also proposed the new marketing funds policy. Beyond meeting a target that I sized and validated for ROI, customers now had to prove the funds were used on initiatives that serve business’s goals, such as storefront refurbishing, in-store training campaigns, co branded promotions, or local activation events. I built and operated the end to end model for these marketing campaigns, from rules and data inputs to calculation and approval flow. To sustain governance, I created control tools that track customer performance by purchase volume, basket mix, and billed revenue, giving commercial and finance a single view of eligibility, spend, and results.
