Sane Mdlalose

Sane Mdlalose is an associate consultant at Aperio, a business consulting company focused on accelerating growth of FMCG brands in South Africa and Sub-Saharan Africa.


Aperio FMCG Consulting

Sane is a skilled marketing professional with 18 years experience in the FMCG sector. With a depth of experience in understanding consumer needs and reaching business objectives for brands, she has earned a reputation for developing highly effective market penetration solutions across formal and informal sectors. She is best known for her strong influencing skills and ability to achieve results with, and through people.

She joined Aperio in 2014 as a move into a new phase of her life where she sought an opportunity to further support the drive for growth in South Africa as well as Africa.

Sane heads up Aperio’s commercial strategy, sales, route to market and channel marketing projects with clients.

Before joining Aperio, Sane held the position of Main Market Channel Executive at SAB. There she was responsible for driving growth in taverns and counter serve segments, which is a very mature yet underdeveloped main market channel. In her role she developed the brand’s current commercial market entry strategy. This involved effective distribution, sales and a robust credit and payment model which leveraged payment solutions for 3600 customers.

While her main career focus has been in the FMCG space, her skills are not limited to this arena. Before joining SAB, Sane had a stint in business development which covered all areas such as finance, sales, management and so on. Experience in this area included Managing Director of Leadership Solutions, a leading international player in sustainable capability development, where she successfully set up their office in the Middle East. She was also a principal consultant at InDeed Strategy Into Action Consultancy, where she developed total business strategies for clients.

Prior to that, her career was predominantly in the FMCG industry. She has developed channel strategies for Tiger Brands; Coca-Cola South Africa and Unilever where she successfully managed trade strategies and expansion into Africa. Sane was appointed by Leverponds under the Unilever Group as Category Manager to restructure the service model and drive market penetration of the ethnic hair category for the Sunsilk brand– this resulted in a R35 million increase in revenue.

In 1999 Sane was employed by Danone as Regional Business Manager for KZN. In her 4 year tenure, she increased turnover by 30%; played a pivotal role in the launch of Danone Smooth; and implemented changes in the commercial strategy which improved a 10% decline in volume to an increase of 12% in a year.

Sane grew up in KZN, and began her career in the Unifoods division of Unilever in 1995, as National Account Assistant, and was promoted to Senior Area Supervisor in KZN just one year later. In this role she set up the first key account structure for Independent Trade (wholesalers and general traders), which contributed to a 15% growth in trade. Sane very quickly climbed the ranks in Unilever, and by 1998 she was National Key Account Manager for Pick n Pay. During this time she implemented a business category management excel based tracking tool, which enabled the customer to manage turnover, profit and GMROI. The margarine category profitability increased by 3%.

Sane is very passionate about people and business capability development, and can think of nothing better than helping people reach their full potential.

Sane lives in Johannesburg with her husband and 3 sons, and in her spare time is actively involved in business and leadership development for future entrepreneurs and endeavours to assist in financial emancipation for people of all walks of life. She believes that there is always a way to implement change, change is good and would like to be remembered as a person who helped peopled live a better tomorrow and reach their full potential.


FMCG Sales & Customer FMCG Marketing & Branding FMCG Human Resources FMCG Customer Service FMCG Shopper Marketing