Page 16 - JWN

Commercial
Department
cecil smith jr.
commerciAl Director
Commercial Director, Cecil Smith Jr. and his diligent ‘Make it happen’ team play a monumental role in the well-oiled machine that is J. Wray & Nephew. Cecil noted that the most fulfilling aspect of his job is keeping the team happy. This is evident by the framed photos of team members proudly displayed in his office. In his own words, “Once the team is happy and delivering” then I’m happy. And deliver they do!
The commercial department is responsible for the selling operations of the company; these aid the continued development of the brand. The depart- ment is tasked with bringing in revenues and profits that have been committed to regional leaders and this year they did not disappoint, even breaking records for 2017.
The reps are rewarded along 20 categories in a compensation scheme playfully deemed the ‘20/20 club.’ It aims to celebrate milestones accomplished by employees; this year they had much to celebrate. Four (4) reps in one month accomplished top billings in all 20 categories.
In tandem with marketing, the commercial depart- ment also plays a major role in enhancing the visibility of the brand. They are tasked with creating the marketing pieces that consumers interact with. This year they set their sights high and Cecil and his team took on the challenges and exceeded even their own expectations.
2017 CAMPAIGNS!
The aim for 2017 was to increase visibility among the 5 core brands throughout Jamaica. They set new records for Campari month after month making it the number one brand among the group by virtue of its rapid growth. The five core brands saw much visibility at major town centres across the island. It’s hard to miss the vibrant branding materials as you drive along the strip from Manchester to Clarendon.
In March, the department had to contend with a surprising SCT tax increase by the government on pure alcohol - from $1,120 per litre to $1,230 per litre. Though underprepared, they came out of the rough patch relatively quickly and unscathed. They were even able to chart above their domestic target year to date. So just nine months after the unexpected tax increase they are stronger and better as a conse- quence of the strategies used to weather that storm.
12 in high sPirits