Nur Anreza

Brought in to run the full retail channel across wholesale distribution, organised retail and online, with the P&L, a five person team and a mandate to rebuild how the business sold. The partner base had no segmentation and no rules about who sold where, so every distributor competed on price with the next one. - Lifted contribution margin from 34 to 50 % in 18 months. I set the division's first RRP framework, segmented the partner base against it, and moved volume to the distributors who met the terms.

Promoted to national coverage in 2021 with a brief to open the B2B side of the business, which did not exist. This was a different job from the one before it. Instead of working through distributors, I owned the customers myself and won the business through tenders and contracts: fleet operators, mining companies, industrial users. I kept running the workshop channel I had built, but the weight of the role moved. - Built the B2B business from 0 to EUR 2.0M in 3 years. Five national accounts, none inherited.

Two active customers, almost no distribution, and a territory large enough that a lot of the business sat days inland. Cheap parallel imports from neighbouring regions were undercutting us. Everything went through distributors, who served the independent repair workshops. - Grew the channel from EUR 150k to EUR 750k by building the partner network from two customers to seven. I segmented the territory by province and customer type, recruited and onboarded one lead distributor per cluster.

Selected for Bosch’s global Junior Manager Programme with cross-country rotations across three ASEAN markets. • Completed rotations across Marketing (Singapore), Customer Development (Philippines), and Logistics & Customer Service (Indonesia), building end-to-end understanding of aftermarket operations, customer engagement, and supply chain coordination across the region.

Projects during MBA: Sika Switzerland AG (Zurich, Switzerland) — Delivered growth strategy on their retail DIY channel for DACH region. Zhejiang Zhongnan Holding Group (Hangzhou, China) — Delivered strategic foresight strategy for their international expansion. Samsung Electronics Italia (Milan, Italy) — Developing go-to-market strategy for a new professional segment, covering audience segmentation, acquisition and conversion tactics, media planning, and dedicated e-commerce channel design.