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Bronwyn PattenBP

Bronwyn Patten

General Manager

$801/day
Dubai, AE
15+ years

Average response time: 1 hour

About Bronwyn

Growth Strategy & Commercial Transformation Advisor | Market Expansion, Route-to-Market, Scaling Businesses

Senior leadership experience applied with practical structure, helping businesses unlock growth, strengthen commercial performance, and scale with clarity and confidence.
I work with founders, CEOs, and leadership teams navigating growth, transformation, or increasing market complexity. As a growth strategy and commercial advisor, I bring an external perspective to critical decisions, helping organisations clarify priorities and translate ambition into practical commercial strategies that deliver measurable results.

My work often focuses on growth strategy, market expansion, and strengthening route-to-market models to support the next stage of scale. This may involve evaluating new market opportunities, refining commercial strategy, improving operating models, or identifying portfolio innovation that unlocks new consumer segments. In many cases, I help leadership teams step back from operational pressure to align strategy, execution, and organisational focus.

Having led multi-market businesses and large commercial ecosystems, I combine strategic thinking with operational experience, helping organisations focus on the growth choices that matter most and build the structures required to execute successfully in complex and evolving geopolitical and economic environments.

Areas where I typically support leadership teams include:
• Growth strategy and market expansion
• Route-to-market and operating model design
• Commercial strategy and performance improvement
• Portfolio innovation and entry into new consumer segments
• Multi-market strategy and scaling businesses across complex environments

My approach is collaborative and pragmatic, working alongside leadership teams to bring clarity to complex decisions, strengthen commercial foundations, and unlock sustainable growth across dynamic global markets.
  • English

    Native or bilingual

  • Afrikaans

    Conversational

  • Arabic

    Basic

Can work on-site
Dubai (up to 50km)

Experience

  • PEPSICO INTERNATIONAL
    General Manager
    January 2022 - January 2026 (4 years)
    Dubai, United Arab Emirates
    Enterprise P&L leader across a fragmented, multi-market franchise system spanning 18 African markets and 7 bottlers within a multi-billion-dollar regional franchise network.

    Directed growth strategy and capital prioritisation in partnership with bottler CEOs and Boards, strengthening P&L performance, expanding market share and volume, and improving capital efficiency in geopolitically volatile, capital-constrained environments.

    Key Outcomes
    •Led the structural redesign of the African bottling architecture, consolidating into an anchor bottler model that reduced fragmentation, accelerated speed-to-market and strengthened long-term competitiveness.
    •Directed enterprise capital allocation across manufacturing capacity, sustainability programmes, brand investment and route-to-market infrastructure, expanding margin mix and improving return on invested capital.
    •Owned annual operating plans and multi-year Joint Business Planning, aligning innovation roadmaps and investment priorities to clear share, volume and profitability targets.
    •Redesigned commercial architecture across pricing, data and route-to-market systems, embedding digital platforms and performance governance to enhance decision quality, optimise channel economics and strengthen competitive execution.
    Growth Strategy Market analysis Innovation Management Commercial strategy Corporate strategy
  • PEPSICO INTERNATIONAL
    Senior Director – E-Commerce & Digital Growth (AMEA)
    January 2016 - January 2022 (6 years)
    Built and scaled PepsiCo’s e-commerce growth engine across Asia, the Middle East and Africa, designing digital route-to-market models and channel economics to drive incremental, margin-accretive growth and diversify revenue beyond traditional trade.

    Key Outcomes
    •Incubated and scaled e-commerce from launch to 10% of regional revenue, sustaining ~40% CAGR and structurally shifting channel mix.
    •Architected first-mover digital partnerships with regional and global retailers, defining joint growth frameworks to secure competitive advantage in emerging online and quick-commerce categories.
    •Integrated e-commerce into annual operating plans and commercial governance, embedding clear revenue, margin and share accountability.
    •Built regional analytics and decision architecture, improving visibility on channel economics and enabling capital reallocation toward higher-return growth levers.
  • META (FACEBOOK)
    Agency Partner / Director
    June 2013 - January 2016 (2 years and 7 months)
    Middle East
    Advised senior advertisers and agency groups during Meta’s expansion across Africa and emerging markets, influencing the shift toward measurable, performance-led digital investment models.

    Key Outcomes
    •Accelerated transition from traditional to ROI-led digital channels across major regional advertisers.
    •Structured early-stage commercial ecosystems aligning agencies, advertisers and platform capabilities to enable scalable digital revenue growth.

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Education

  • Board Readiness Certification
    IMD partnership
    Board Readiness Certification
  • Women's Executive Leadership, Global GM Leadership Program
    Wharton
    Women's Executive Leadership, Global GM Leadership Program

Skill set (9)

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