Regional Sales Manager MESAF
Shell Markets
Total years of experience :15 years, 7 Months
Shell Markets (Middle East) Limited
Regional Sales Manager MESAF 2011-to date
Responsible for driving the regional business strategy for growth through team development, process improvement and brand building. Enabling teams with diverse business challenges to outperform for consistent delivery of double-digit growth. Managing a portfolio of $ 100 million per annum, a team of indirect channel managers, and a network of distributors across Middle East, South Asia and Central Asia.
Key Responsibilities and Achievements
✓ Motivating and coaching team members for better operational & financial consultancy to distributors in order to keep them profitable & make them grow further with Shell. Delivered double digit growth year on year.
✓ Recruiting, training and supervising of a large team. Was able to reduce staff turn over from 68% to 14% by improving staff training, compensation plan and coaching process. This was emulated as a best practice across the network.
✓ Got the Best Regional Manager award in 2013 for turning around the business performance and delivering 45% growth in profitability.
✓ Implemented an effective "coaching & competence development framework" that enabled team members to outperform in their respective jobs & progress to senior roles.
✓ Trained the team through "Sales Excellence Series" to build capability for effective route supervision and brand advocacy at all consumer touch points.
✓ Developing and executing distributors growth plans with a focus on long-term relationship based sales. Increased distributor mind share significantly that helped in delivering growth.
✓ Analysing distributors financial performance (Pricing, margin, inventory, credit) and proposed initiatives to improve ROI for increased growth.
✓ Designing and executing specific BTL campaigns to achieve market share objectives.
✓ Successful planning & execution of BTL promotions & marketing campaigns for brand building and customer affinity in different market segments.
✓ Aligning distributors growth plans with the organization's broader strategy. Turned around the regional business performance and received an executive Vice President award for growth in 2010 and a Vice President award for operational excellence and growth in 2009 and 2013 respectively.
✓ Successfully managed the market entry in Central Asia, Iraq, India and African cluster with a significant increase in market coverage by establishing a strong platform of macro distributors. All distributors delivered double-digit growth in their respective clusters.
✓ Streamlined the business in South Africa. Recruited new distributor for South African cluster and enabled him to grow. Managed partner business planning activities and distributor performance tracking. Quadrupled the business profitability in one and a half year by doubling the business volume and effectively reducing business cost by approximately 60% through customer migration and successful RTM implementation.
✓ Managed and minimized business exposure by achieving credit overdue targets, ensuring upward price revisions and streamlining supply chain.
✓ Ensured business simplification, through concentrated distributor footprint and migration of 1500 key customers to distributors with improved service commitment and capability.
✓ Improved distributor demand planning and achieved a demand forecast accuracy target of 85% for MESAF region.
✓ Successfully developed a new "Distributor Network Architecture" for Middle East market by establishing a macro distributor/handling agent set up in UAE to support and develop strong sub-distributor network in regional markets like Qatar, Kuwait, Jordan and Bahrain.
✓ Strengthened distributor and customer value proposition by training distributor sales team on sales tools like DSPANCOP and POPSA. This helped to drive new business opportunities for ensuring adequate pipeline strength and customer conversions.
Shell Markets (Middle East) Limited 2008 - 2011
Business Development Manager-Indirect Channel
Leading aviation lubricants & specialties team for the region, responsible for delivering growth through effective implementation of Shell's route to market strategy in Middle East, South Asia, Central Asia & Africa. Turned around the business by setting up a strong foundation of distributor network in the region and thereby delivering coverage and profitability growth in a tough economic era.
Key Responsibilities and Achievements:
✓ Setting a robust business plan for market share growth and inspiring team's commitment to exceed profitability targets. Sustained double-digit profitability growth year on year
Shell Oil. (Royal Dutch Shell Group) 2004 - 2008
Regional Manager - Indirect Channel
Responsible for driving the regional business strategy for human resource development, process improvement and brand building. Enabling teams with diverse business challenges to outperform for consistent delivery of double-digit growth. Managing a portfolio of $ 20 million per annum, a team of 6 key-account managers, 36 contractual employees and a network of 30 distributors.
Shell Oil. (Royal Dutch Shell Group) 2002-2004
Key Account Manager - Indirect channel
Was responsible for brand building & trade affinity through people management, distributor management and process improvement. Developed an FMCG style "Model Distribution Setup" in Lahore. Managed a product portfolio of $ 5 million per annum with a network of 4 distributors.
Reckitt Benkiser Ltd. 2001 - 2002
Area Sales Manager
Successfully revived a problematic geography of a leading FMCG group into one of the fastest growing area. Brought about a change in distributor's and staff mindset and built a shared vision to achieve a common goal of maximizing revenue growth. (12% growth against target in 2001)
TCS (Pvt) Ltd. (Courier and Logistics Company) 2000 - 2001
Sales Services Executive
Provided back end support to the network sales team as sales services executive. Had a national level accountability for sales planning, budgeting, sales training and support for customized projects.
TCS (Pvt) Ltd. (Courier and Logistics Company) 1999 - 2000
Territory Manager Corporate Sales
Started career as a Territory Manager in TCS, was responsible for direct sales & credit recovery of a key territory (comprising of 150 corporate clients and 2 recovery officers)
✓ 1999 - Lahore School of Economics, MBA (CGPA - 3.58)
✓ 1996 - Hailey College of Commerce, Bachelor of Commerce (1st Div)