Position Description

General Manager Sales & Marketing

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Silver Fern Farms is New Zealand’s leadingprocessor, marketer and exporter of premiumquality lamb, beef, venison and associatedproducts.

The company was registered in 1948 as Primary Producers Co-operative Society, eventually trading as PPCS until it changed it's name and it's brand in 2008 to Silver Fern Farms.

Silver Fern Farms is a partnership between Silver Fern Farms Co-operative and Shanghai Maling.

Produces Started in

Over

Sheep, beef and deerfarmer partners

Plants throughoutNew Zealand

Staff in the peakof the season

2.2

Of all NZ Lamb, Beef and Venison

30% 1948

16,000 14

Annual sales

Billion

Became Silver Fern Farmsin 2008

7,000

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The RoleThe role of GM Sales & Marketing provides strategic and people leadership of the functions and guides our international growth ambitions aligned to our Plate to Pasture strategy

Responsibilities• Builds strategy as part of leadership team

• Leads execution of the strategy in sales, marketing and product innovation

• Provides visible leadership for our brand values, culture and sustainability

• Builds a strong resilient sales and marketing function

• Plans and delivers robust financial performance through the cycle

• Builds key relationships with key clients and stakeholders

• Manages sales channel and brand reputation risks

Relationships

• The Co-Operative and our 6000 farmer

suppliers

• Shanghai Maling (subsidiary of Bright

Group) own 50% of the operating business

• As a major NZ exporter we have various

government and regulatory relationships

• We operate in international trade markets

where brand knowledge is still developing

• See the Leadership Team structure that

follows

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Leadership Team

Chief Executive

Simon Limmer

Vicki McColl

CFO

Dean Fraser

Enterprise Program Manager

GM Sales & Marketing

Phil Buck

GM Operations

Dan Boulton

GM Supply Chain

Gary Williams

GM Food Quality, Environment &

Assurance

Matt Ballard

GM People

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Current Sales & Marketing Structure

General Manager Sales

(Acting)

Sales Executive Value Add

(Acting)

Market Manager -

Europe

Market Manager -

Middle East/Asia

Pacific

Product Manager

Sheepmeat & Venison

Product Manager

Ingredients

Product Manager Beef Market Manager Co-Products

Business Manager

Pharmaceuticals

Sales Manager -

Manufacturing Beef

NZ FMCG & HORECA Manager

Business Innovation

Manager

GM Marketing (Acting)

Events & Sponsorship Manager Senior Brand Manager -Retail

Brand Manager - Retail

Digital Marketer

Brand Manager - Foodservice

Marketing Manager -

Foodservice

+ circa 30 indirect reports

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Key Challenges

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The CEO and Board are comfortable broadly with the current strategy in that it can be enhanced rather than re-written – the key strategic challenge is how does Silver Fern Farms deliver sustainable profitability through the seasonal and commodity cycles with the targeted return on capital

Strategic Initiatives• Build a highly collaborative and engaged

team

• Maintain and evolve the Silver Fern Farms brand position and story

• Maximize the benefits available from the Shanghai Maling partnership

• Capture the value added opportunity in a manner that produces overall acceptable returns

• Support the aims of building supplier loyalty through differentiation market positions

• Meet customer expectations for sustainable and traceable supplier practices

Priorities• Maintain $2b+ commodity trading core

business

• Successfully execute new market opportunities

• Build and execute our China strategy aligned to our shareholders vision and market opportunities

• As a member of the leadership team build integrated supply and production planning disciplines

• Create sales execution excellence

• Review our international sales team/partnership structures and resource allocations

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Sales Mix (Indicative)

Categories

$700m Beef

$800m Sheep & Venison

$50m “Value Add”

$500m Manufacturing Beef

Geographies

Europe & Middle East

Asia Pacific

NZ

Greater China

$550m

$370m

$100m

$450m

Other categories:

• International channel JV’s

• Biologicals – items sold into the Pharmaceuticals sector

• Pet Food – offal items not for human consumption (“Inedible”)

• Deer Co-Products – sold for Traditional Chinese Medicine

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Our Brand on a Page

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Our Brand Values

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Person Specification

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Technical capability and experience:

• Leadership role in a large complex organization working cohesively with senior leadership team and in alignment with a diverse Board of Directors

• Leadership of a significant sales function probably including meat, food, FMCG or similar

• Extensive experience of trading in international markets

• Functional capability to oversee and integrate an already strong marketing function in a manner that fully aligns sales and marketing execution

• High financial, business case and planning capabilities

• Proven success in the development and execution of both core trading and product expansion strategies

• Experienced in the development of robust S&OP platforms

Behavioral competencies

• A collaborative style of leadership – leads without ego, creates effective teams and inspires others to come along on the journey

• Understands the importance of people in achieving strategic objectives

• Creates strong working relationships with stakeholders –values the inputs of others, has empathy with other cultures and view points, puts time and effort into being accessible to stakeholders

• Is adaptable and can operate confidently with ambiguity

• Takes accountability and ownership

Profile

• Strong affinity for the primary sector of NZ

• A leadership style that mixes “hands-on” with bigger picture in an environment where cost control is paramount

• Ability to articulate structured and innovative concepts

• Someone who will live and nurture the Silver Fern Farms brand and story

• International experience perhaps including working within China or the region building business relationships

• Experience in international consumer / commodity / trading markets

• Intellect scalable to a complex industry and problem solving environment

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Our Operations

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Accountabilities and Success Measures

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Leadership Accountability

Success Measures

Leadership Team

o Cohesive member and active contributor

o Builds cross-functional alignment

o Helps lift the velocity of the businesses

overall delivery

Sales & Marketing leadership

o Leads the functions to sustained top of

industry performance

o Maintains core commodity business while

executing growth opportunities

o Nurtures and deepens brand

Financial Performance

o Business scorecard goals achieved

o Forecasting, sales planning and reporting all

delivered at a high level

o Achieves margin performance through

careful product and market mix choices

o Delivers results mindful of tight cost control

Systems & Innovation

o Partners cross-functionally to implement a contemporary S&OP process

o Supports transparency and simplification of key business information

ProductDevelopment

o Leads sales and product innovation in alignment with

operations and supply functions

o Market based strategies underpinned by targeted

research and marketing analysis of consumer focused

trends

o Continually monitoring the external environment to seek

opportunities and assess risks

Stakeholder Engagement and Communications

o Silver Fern Farms projected as a progressive and trusted

organization to farmers, suppliers and customers

o Key customer relationships strong enabling repeatable

pipelines

o As member of Leadership Team successfully represents

the business in various forums and events

Sustainability o Supports and integrates the Sustainability Strategy into

marketing and sales ways of working