Regional Sales Manager
Mitchells Fruit Farms Limited
Total years of experience :15 years, 10 months
Highlights:
• Rehired by the Mitchells Fruit Farms Limited in Sept 2023.
• Enhanced the YTD 2023 value primary sales from -13% (Jul - Sept) to +11% YTD 2023 (Jul - April).
• Focused secondary sales in volume and value which resulted in growth of YTD 2023 by 2% in volume and 43% in value.
• Restructuring of distribution network in Rawalpindi & Islamabad.
Key Responsibilities:
• Spearhead a team of 4 DRs, (Zonal Sales Manager / ASMs) and 8 IDRs (Territory Sales Executives), in managing sales operations across North Pakistan having metro city of Rawalpindi, Islamabad, Gujranwala & 6 Tier B towns and 62 surrounding towns.
• Define and implement strategies for accomplishing business and revenue targets with regards to channel sales, Local Modern Trade, General Trade, Bakeries & HoReCa.
• Collate market intelligence on competition and other market trends for realigning business strategies and enhancing market penetration in Confectionary and Beverage segments.
• Focus on identification/ development of new areas of business growth, and develop internal processes to streamline product management activities.
• Develop/ implement partner strategy to align partner business plans/ operational activities and processes with organizational business strategy.
• Generate brand awareness by organizing promotional campaigns (second line visual merchandising campaigns) across the target market segment.
• Follow up with internal & external teams for maintaining product availability across various points of sale based on projected business volume.
• Optimize resource utilization and costs for accomplishing organizational year-over-year growth in terms of service quality and business development.
• Groom and mentor the sales team in enhancing business and revenue as well as customer satisfaction by rendering superior quality service.
• Highlight critical issues with potential business and revenue impact to the senior management and other stakeholders for implementing effective remedial measures.
Highlights:
• Took the business at -3% YTD (Jan 2022 - March 2022) and grew it to +13% YTD (Jan 2022 - August 2022).
• Successfully inducted 758 new domestic accounts via designing the promo of free filled water along the purchase of two empty bottles giving house hold customers a savings of PKR 640.
• Focused on retail expansion from 512 accounts to 620 accounts. Major corporate account conversion from Nestle Purelife to Aquafina including CNPC Drilling company, Kohinoor Textile Mill, ACE Academy & branches of Allied Bank Limited.
• Opened surrounding towns supplies including, Wah Cantt, Taxila & Gujjar Khan.
Key Responsibilities:
• Heading a team of Sales Managers, Executives, SDMs, Finance Assistant & Dispatch Executives.
• Generating sales from HoReCa, HELT, Retail, Corporate & Domestic (Direct to Door).
• New account development, retaining the current accounts and monitoring their output.
• KPIs monitoring and ensuring the realization of daily and weekly SOPs.
• Accounts conversion from the competition, especially focused on Corporate & Domestic.
• Multi departmental collaboration for smooth execution of the business, including, finance, production & warehouse.
• Develop/ implement partner strategy to align business plans/ operational activities and processes with organizational
business strategy.
• Developing and executing the marketing strategies for enhancing the business.
• Develop and nourish 3rd party distribution network to penetrate in the outstations.
Highlights:
• Awarded best RSM nationwide for consecutive three years 2018-2019, 2019-2020 & 2020-2021.
• Distribution enhancement in Rawalpindi, Lahore & Faisalabad by appointing new setups & induction of pre-sellers.
• Optimal setting of RTM for effective coverage and maximum penetration.
• Successfully penetrated northern belt of Pakistan by appointing Satellite Distribution setup in Gilgit Baltistan to cater upper North for the first time in Mitchells.
• Acquired primary & secondary results by increasing distribution networks in metro cities & surroundings.
• Acknowledged by the senior management for enhancing productivity of the old team and having less than 5% employee turnover.
• Instrumental in signing win-win contracts with LMTs & A class outlets for increase in business.
• Started monitoring of SFE KPIs in Mitchells which resulted in abrupt increase in Secondary sales growth.
• Involved with brand team to plan and execute POSM deployment campaigns and BAs induction to enhance the pull.
- Managing SFE, RED Project and implementation of CFV in assigned areas.
- Responsible for managing team of 7 Sales Development Executives.
- Generating Secondary Sales through channel based structure.
- Conversions & retention of outlets.
- Sales forecasting.
- Covering all channels which include Modern Trade, Traditional trade & On premise.
- Forecasting & planning for the achievement of daily, weekly, monthly, quarterly & yearly sales.
- Managing sales with approved trade budget.
- Ensuring proper delivery of set KPIs like RIG, OG and T.Y Vs L.Y growth.
- Responsible for executing & monitoring of primary & secondary sales.
- Delivery of agreed business plans / business development initiatives.
- Analyzing market trends and route efficiency + other reports through Voyage.
- Designing and implemented of visual merchandising campaigns.
- Development of customized projects for the betterment of business & ensuring time bound execution through teams.
- Designing strategies to enhance customer satisfaction towards the company.
- Managing Key Accounts, B&I, HORECA and HELT.
•Development of customized projects for the betterment of business & ensuring time bound execution through teams.
•Sales & distribution of full brand portfolio through efficient route coverage on over 3, 090 outlets.
•Forecasting & planning for the achievement of pre-decided sales budget.
•Designing sales strategies to achieve company’s numeric and weighted distribution targets.
•Forecasted and held accountable for quarterly sales goals.
•Responsible for a team of Business Development Executives, Merchandisers, Order Bookers Managing two Handling, two direct and 28 Sub Distributions.
•Handling the toughest terrain of Pakistan, The northern belt, this includes areas with -30 Celsius.
•Ensuring proper stock management for far areas of Gilgit to achieve the targets.
•Ensuring proper delivery of set KPIs like RIG, OG and T.Y Vs L.Y growth.
•Delivery of agreed business plans / business development initiatives.
•Effective coaching of subordinates to get better results out of them.
•Ensure steadiness of sales including invoicing & retailing for the whole year.
•Evaluation of distribution structure, customer P&L and exploration of new avenues of growth.
•Played central role in a major turnaround of the regional business, with a complete distribution structure overhaul. Ensured that the realigned distribution structure starts delivering immediate results month-on-month to ensure smooth transition. This resulted in a better service model and improved profitability for the business
•Took the initiative and separated the Waters infrastructure from F&B which resulted in sales growth of 14% OLY in base town.
•Invoicing trend RIG 5% and retailing trend at 12% growth O.L.Y.
•Successfully designed and implemented visual merchandising campaigns in 3 top towns. Resulted in increase of sales by 12%.
- Business management.
• Business management through monitoring market based performance on set business plan and monitoring company’s partner health check points.
- Volume and value planning and delivery.
• Strongly ensuring the target achievement by sales force according to the set KPI’s.
- Sales Trend Analysis.
• Constantly analyzing the current and upcoming market fluctuations which could diversify the sales trend.
- Ensuring the ROI of company’s business partner.
• Ensuring the profit maximization of the company’s business partner and to ensure win win situation.
- Distribution Management.
• Management of distribution system on daily basis, implementation of FIFO, FEFO, stock cover management and distribution audit
- Sales Planning.
• Planning of sales on set targets and monitoring them on daily basis.
- Team Management.
• Management of sales team, guiding them on sales techniques and briefing of set targets.
- Volume / RIG growth.
• Ensuring the Volume growth of business from the LY.
• Selling services / direct selling.
• Liaising and building relationship with a range of stake holders.
• Constantly looking for changes which can effect on the marketing strategies.
• Aligning marketing strategies along corporate strategies.
• Selling plans and strategies
• Managing approved budgets.
• Report writing and presentations
• Monitoring competitor’s activities.
Executive member Bahria Event Management Club. Team Leader in Final Project. Best inter class Presenter of the year 2007
