The track record

Skills & capabilities

Professional experience

1. Head of Direct-to-Consumer

   PepsiCo South Africa

   Apr 2023 – Present

   Leads PepsiCo SA's full DTC and alternative channel ecosystem — spanning eB2B, single-brand eCommerce, and adjacent-business DTC — from strategy through launch and scale.

   • eB2B / trade DTC: Architecture and launch of PepsiCo's direct digital trade channel, enabling retailers and informal traders to order directly, reducing RTM complexity and improving first party data. We apply Ecommerce principles to b2b sales to enable scalable growth
   • Adjacent business DTC: Serve as internal DTC centre of excellence for PepsiCo's portfolio of adjacent and emerging businesses seeking direct consumer access or new channel inquiry.
   • Single-brand eCommerce: Design and implementation of eCommerce capability for individual PepsiCo brands, including commercial frameworks, fulfilment architecture, and digital marketing strategy.
   • Pep Preneurs: Township micro-reseller network — RTM design, agent recruitment model, and supply chain architecture for last-mile distribution.
   • Store-in-Store: Retail integration model embedding PepsiCo presence within third-party retail environments.
   • Sondla Shopping: ECD-focused nutrition distribution channel reaching early childhood development centres.
   • PepsiCo2Go: Internal B2C eCommerce platform for employees and stakeholders.
   • Quick Commerce: Quick commerce integration to existing and new Ecommerce sales channels.
   • Doritos Trucks: Mobile experiential retail units — commercial model, site strategy, and partner network.
   • Build detailed financial models, commercial frameworks, and governance processes ensuring profitability, scalability, and investor readiness.
   • Key strategic partner to PepsiCo SA executive leadership on long-term distribution and channel diversification strategy.

2. Director

   The FoodCo

   Apr 2023 – Mar 2025
   • Exclusive distributor of Haldiram's India for Southern Africa — negotiated brand partnership, distribution agreements, and agency relationships.
   • Developed and implemented full market-entry, import, and retail strategy across eCommerce, wholesale, and retail channels.

3. CEO & Founder

   Bemical

   Jul 2020 – Feb 2025
   • Founded and scaled a hazardous-waste technology company serving Spilltech, Sasol, Shell, Engen, Anglo American, and BP — achieved fivefold revenue growth.
   • Partnered with University of Pretoria Engineering faculty for R&D collaboration; appointed Chief Science Officer to strengthen scientific governance.
   • Business ongoing

4. CEO & Founder

   Nelgro Manufacturing

   Jul 2021 – Feb 2025
   • Built and led a manufacturing operation producing haz-mat, mining, and industrial-cleaning products with automated filling, blending, and packaging lines.

5. Head of Supply Chain

   Futurelife (PepsiCo)

   Jul 2020 – Jun 2021
   • Led end-to-end supply chain (planning, sourcing, warehousing, logistics) with a team of +15.
   • Reduced inventory holding from 4 weeks to 2.5 weeks within 2 months; increased forecast accuracy to +70%.
   • Maintained customer service levels at +98% throughout inventory optimisation programme.
   • Managed 30% SKU range expansion, including novel material sourcing.
   • Initiated material savings projects covering 15% of materials within 3 months.

6. International Business Development Manager

   Futurelife (PepsiCo)

   May 2020 – Jun 2021
   • Launched 33 SKUs across two major developing markets within six months.
   • Developed pricing strategy, JV structures, financial models, and international distribution partnerships.

7. Brand Manager — Cereals

   Futurelife (PepsiCo)

   Dec 2019 – Jun 2020
   • Managed 6 cereal brands representing +70% of total business turnover; full P&L ownership.
   • Delivered full brand review, category strategy renewal, NPD pipeline, and price increase implementation.
   • Built brand partnerships with SuperSport Schools, SA Sevens, and SA Women's Cricket.

8. Unilever Future Leaders Programme · 2017 – 2019

   Rotational graduate leadership programme with end-to-end business responsibility from day one.

9. Project Lead & Assistant Brand Manager

   Unilever Professional

   Jun – Dec 2019
   • Led the creation and market launch of Unilever Professional — a new B2B brand for out-of-home consumption — managing full lifecycle from positioning through channel execution.
   • Directed cross-functional NPD team to deliver 27 SKUs within 9 months; designed 3-year strategic roadmap for portfolio expansion, capex, and channel design.
   • Built new B2B route-to-market network for institutional and industrial clients.
   • https://www.unileverprofessional.co.za/

10. Supply Chain Segmentation & Innovation Excellence Lead

    Unilever

    Dec 2018 – Jun 2019
    • Project lead on blockchain digital transformation — global first POC implementation, making Africa the Unilever blockchain first mover globally.
    • Led SC segmentation initiative; designed dynamic SLA system reducing working capital and stock risk.
    • Innovation Excellence lead — designed PMO function for faster NPD speed-to-market.

11. Assistant Manager — Supply Chain Strategy

    Unilever

    Mar – Nov 2018
    • SC project lead across NPD projects generating €3.4M in new business; lean startup programme added €5.1M to annual sales.
    • Led capex on-shoring projects worth 200bps for Ice Cream category; conducted long-term capacity studies across 12–60 month horizons.
    • Supply chain strategy lead for innovations worth €17M annually.

12. Category Procurement Lead — Refreshments Africa

    Unilever

    Mar 2017 – Feb 2018
    • Delivered €5.2M in category cost savings in 2017; €4.2M pipeline for 2018.
    • Successfully landed 29 NPD projects; led resilience programme across 125 key materials.
    • Hosted 5 supplier innovation days; drove pan-Africa packaging harmonisation project.

Startup involvement

Education

1. BCom Honours — Business Management

   University of Pretoria

   2016

   cum laude · Top of class · Strategic Management & Logistics

2. BCom — Supply Chain Management

   University of Pretoria

   2013 – 2015

   cum laude

3. Matric

   Hoërskool Centurion

   2012

   3 Distinctions

Achievements & courses

Conferences as speaker

Academic publications

1. 2023

   Kpai, P.Y., Nel, J. et al. Comparative Screening Study on Adsorption of Aqueous Pb(II) Using Metabolically Inhibited Bacterial Cultures. Water, 15(24), p.4259.

2. 2018

   De Goede, Nel & Niemann. Guiding buyer-supplier relationships through supply chain disruptions: SA 3PLs and clients. Problems & Perspectives in Management, 16(2), 113–133.

3. 2018

   Nel, J., De Goede, E. & Niemann, W. Supply chain disruptions: Insights from SA third-party logistics providers. Journal of Transport and Supply Chain Management, 12(0), a377.