Most FMCG businesses are missing 5 to 10% in revenue they can’t see, sitting quietly inside their own sales-out data. Laura Conradie finds those gaps and turns them into actionable budgets and field execution tools, working with commercial leaders who need an objective, outside-in read on where the growth actually is.
She’s a Fractional Chief Commercial Officer based in Johannesburg with 20+ years of experience across global FMCG enterprises, JSE-listed retail corporates, local market leaders and international brand pilot launches in South Africa and Ireland. Her Global GTM Architecture & Perfect Store framework combines sales-out data analytics with end-to-end go-to-market execution, built on international training in shelf architecture, range assortment and field-team “Must Stock Lists.” She holds a Mars Global Bronze Award from 2021 for a point-of-sale process transformation that delivered a 40% budget saving and a 51% reduction in cardboard footprint, and she’s a member of Civitas.
As Commercial Category Lead for a global FMCG enterprise, she used deep sales-out data analytics to uncover an untapped consumer format trend, then negotiated and executed localised route-to-market strategies across Pick n Pay, Checkers and Spar. The result was a quadrupling of category contribution, from 16% to 26%, delivering R100 million in overall category expansion and securing R50 million in direct incremental revenue.
Laura works best stepping into high-yield mandates with minimal oversight, whether that’s architecting a market entry from scratch or sitting inside an existing category and finding the growth already there.
