Our Team - Commercial Excellence Consultancy

Commercial Excellence Consultancy > Our Team

People

Our Marketing & Sales experts offer real-world experience and extensive knowledge in disciplines ranging from pricing, branding and route to market design.

Our experience and delivery scope is derived from working across different Markets, Organizations and Cultures.

The team includes former marketing and sales executives from multinational companies representing top tier Global, Regional and Local brands.

Lanfraze Cherubin

Senior Director

Lanfraze has over two decades of senior management experience. He is adept at planning and implementing Commercial & Developmental programs within the consumer lifestyle industry, raising staff capability, motivation, creating strategies to attract new customers and increase business performance in revenues, brand perception and service levels.

Lanfraze has worked in a number of markets across the Caribbean charged with developing new routes to market, building strong portfolios, repositioning brands, and creating strong and motivated commercial organisations. His experience also includes the development of incentive programs, company mergers and new company setup. Lanfraze has also Chaired two Government statutory organizations: St. Lucia Road Transport Board and the Cultural Development Foundation and is a past president of the Saint Lucia Chamber of Commerce Industry & Agriculture. He holds an MSc. Economics & Marketing degree from the University of Reading UK. He has pursued several courses of training in Sales & Marketing and Leadership with the Heineken Global Commerce University based in Amsterdam.

Lanfraze is currently a full fledged entrepreneur with divergent business interests across different sectors, including construction and retail.
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Lanfraze supports organizations at the macro level and advises on new business building, restructuring, transformation, top-team effectiveness, and commercial strategy.

Gaius Harry

Senior Director

Gaius has over two decades of experience spanning practically all levels of the Fast Moving Consumer Goods Industry (FMCG). He has spent over a decade working with a combination regional and multi national corporations, representing global brands in multi-cultural environments.

Gaius brings and intimate and practical knowledge of how businesses can leverage their strengths for success. He possesses extensive know-how of supply chains from manufacturing to point of purchase and consumption. His experience has virtually straddled the various sub segments of the food and beverage industry, across the disciplines of distribution, sales and marketing. He possesses an M.B.A. in Marketing, with an undergraduate degree in Management Studies. Gaius has successfully completed several courses with the Heineken Global Commerce University, spanning the full spectrum of the sales and marketing discipline.
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Gaius supports organizations in sharpening the building sales forces effectiveness, designing and implementing effective route to market strategies and effective outlet management and activation.

Thomas Leonce

Senior Director

Thomas has over two decades of experience in the fast moving consumer goods industry, with a particular focus on the food and beverage segment. Over half of his career has been at the senior management level. He holds a Bachelor of Sciences degree in Management Studies from the University of The West Indies.

He has worked for global leaders in the manufacturing business both in Saint Lucia and the Caribbean Region. He served for several years on the board of the Saint Lucia Manufacturers Association. He has a broad scope of experience across the commercial discipline, having lead teams in Distribution, Sales, Marketing and Activations. Thomas has also been trained in the disciplines of Demand Planning and Forecasting as well as Logistics, with the UWI Institute of Business. He has pursued several courses of training in Sales & Marketing with the Heineken Global Commerce University based in Amsterdam,

Thomas now owns and operates his own businesses in Real Estate & Property Management and has interests in other entities in Retail. He also sits on the board of NGOs and Non-Profits such as the Vacation Rental Association of Saint Lucia and the Laborie Economic & Employment Forum.
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Thomas supports organizations on the development of marketing competencies including Brand management, Brand positioning and consumer engagement. He also provides support in Budgeting, Pricing and Value Chain engineering.