Etienne Beukes

Etienne Beukes

Managing Director (Africa)

I have 34 years’ experience, which started out in retail and included heading up category management in the OK Bazaars and Hyperamas in the early nineties. Moving to the brand/manufacturer side in the late nineties heading channel, category and shopper marketing for leading FMCG brands such as Baker’s & Pyotts biscuits, Willard’s Snacks (Frito-Lays biggest competitor), Five Roses Tea (biggest tea brand in SA), Frisco Instant Coffee (2nd biggest brand to Nestle’s Ricoffy), Ciro & House Coffees (together the largest premium filter coffee brands at the time).6 years ago I launched one of the first shopper marketing companies in Africa with my protégé Jason Frichol where we worked on brands such as Duracell, Pringles, Appletiser, Dulux, Distell BrandyCategory, Wal-Mart,Tiger Brands (the largest FMCG group), Canderel, Incredible Connection, Kraft, Kodak, Premier Food UK and Total SA and many others. During this time the teams won numerous local and international shopper marketing, category management, in store execution and sales performance awards.