Traditional Trade Manager
Fine Hygienic Paper
مجموع سنوات الخبرة :21 years, 3 أشهر
Traditional Trade Channel Manager, UAE (Abu Dhabi, Dubai, Sharjah, and northern emirates)
As a Channel manager, I was reporting to the country manager.
• Responsible for developing go to market strategy within the traditional trade channel all over the UAE, and manage the shifting from total pre-sale operation to pre-sale and van sales operation.
• Interviewing, Hiring and training new sales reps, cash van sales reps, and sales executives (had a team of 10 sales staff, and 6 merchandisers).
• Responsible for developing the numeric and weighted distribution within traditional trade channel, and building a well-established customer database.
• Setting route plans to ensure the highest coverage within each category.
• Developing company’s relation with top wholesale and retail customers, by negotiating and signing business development agreements, specially top wholesale traders (Jaleel, Khattal, Falcon) beside the large groceries and chains such as Madina group, Sajidah group, wall marts…..
• Setting monthly target by volume and value based on the total company’s KPIs, and do a break down per SKU, Customer, Sales rep.
• Day to day follow up on sales and cash collection to ensure that company’s KPIs are achieved.
• Achieved company’s target during the period 9/2016 - 2/2017 (1.25 M AED).
• Shifted the trade offer policy within traditional trade channel from direct discount to a business development agreements which helped controlling the spending, and ensured that budgets were spent to achieve the target.
As a sales manager am responsible for developing the whole company's set up, and strategies, portfolio, and controlling budgets, expenses.
Al Diyafah is one of Najjar coffee distributors in the UAE, and the company was operating only with one brand of 4 SKUs.
As sales manager, I was reporting to the managing director, and the group BDM,
• Developing go to market strategies within all existing market channels, through all emirates (Dubai, Abu Dhabi, Sharjah, and Northern Emirates).
• Developing Company's set up and portfolio. Signed with new suppliers to add new products such as instant coffee, coffee mixes and drinks, confectioneries, which increased the company’s shelf share by 300% in coffee category, beside gaining extra share in the confectionery category.
• Hiring and training new sales team members, to achieve more coverage in Sharjah, and northern emirates (increased the number of sales team from 3 to 6 sales reps, and 2 merchandisers).
• Developing a win-win relation with key customers, within traditional trade channel, and modern trade (Jaleel Traders, Union Coops, Abu Dhabi Coops, Lulu, Choithram, Sajidah Trading, Safeer Group, Istanbul Group, Aswaq).
• Negotiating and signing agreements with key customers, and listing company’s products with modern trade customers.
• Monitoring and managing the P&L analysis.
• Setting monthly targets, and target break down per channel, customer.
• Day to day, follow up on sales team results and performance, VS target, beside executing scheduled market visits to monitor the team in market performance.
• Achieved total 40% Growth (2014-2016) as annual sales value moved up from 1.35 M$ to 1.9 M$
• Increased company’s customers from 200 to 450 (+100%), mainly in large groceries and modern trade outlets (Union Coops, Abu Dhabi Coops, other Coops, Safeer, Al Maya, sajidah trading, Choithrams…...).
• Setting budgets, for supporting trade offers and discounts, and controlling the execution of all spending.
Henkel Syria is a leading multinational company in laundry and home care products /FMCG/ such as Persil, Pril...
As Distributors Sales Manager i was reporting to the Sales Director.
• Responsible for developing and managing the indirect sales and distribution operation in areas where the company doesn't have branches.
• Setting sales strategies and sales plan for distributors.
• Setting annual distributors contracts.
• Setting and defining annual distributors’ targets, in line with sales unit goals and targets and company’s targets and objectives.
• Setting and developing go to market strategy per channel, to ensure the best coverage and distribution in all modern and traditional trade markets.
• Ensuring the best implementation of company’s policies and prices within distributors’ areas.
• Managing the budgets and setting annual trade agreements plans and budgets.
• Coordinating with marketing department to launch special trade programs, special consumer promotion, and special marketing activities, dedicated to develop company’s market share within distributors’ areas.
• Coordinating with supply chain team and logistic team to ensure the availability of minimum stock inventory in distributors’ warehouses, to avoid any out of stock case.
• Provided monthly, and quarterly reports and analysis to sales director.
• Achieved and exceeded annual KPIs and targets for three years.
• Increased channel contribution of total company’s turn over from 6% to 13%.
• Increased sales value from 1.5 M$ to 2.8 M$.
• Decreased credit limit by 50% VS previous years, and achieved 0% overdue credit.
• Increased weighted and numeric distribution per channel / retail, wholesale/.
Henkel Syria is a leading multinational company in laundry and home care products / FMCG / such as Persil, Pril..
District Sales Manager reporting to the Sales Director.
• Responsible for developing and managing the northern area sales by channel.
• Responsible for managing, coaching, motivating, and leading the northern area sales team to achieve targets in line with sales unit targets and goals.
• Setting monthly sales targets per channel/sales rep, in line with sales unit monthly sales targets, per value and volume.
• Responsible for setting coverage plans, and implementing go to market strategies in order to achieve the best numeric and weighted distribution.
• Responsible for managing DAP per channel.
• Responsible for managing area’s sales budgets, and setting special annual trade agreements with top clients to ensure best sales results, and develop client loyalty.
• Managing and steering portfolio mix to increase profitability.
• Trained sales reps on using Pocket PC in their daily tasks.
• Achieved 300% sales growth VS previous year.
• Increased calls efficiency from 25% up to 60%.
• Reduced wholesale channel debt by 60%, and achieved 0% overdue debt.
Katakit, is local Syrian Market leader in the industry of confectionery/ Biscuits, Wafer, Chocolates.... / with a very famous brands like Ruby, Twist, Hum Hum.
As a brand Sales Manager i was reporting to the new company branch general manager.
• Set annual target by product.
• Set go to market strategy per channel, and supervised the daily route plan setting.
• Responsible for setting and controlling budgets.
• Responsible for setting special trade incentives and programs, plus special agreements with key distributors for beverages and bottled mineral water.
• Setting special agreements with hotels and restaurants to supply them with bottled water.
• Achieved a 20% growth in 2006 VS 2005.
• Setting trade budgets (top distributors and top retail customers trade allowances).
• Coordinating with bottled water supplier logistically to assure availability of minimum stock of all sizes, based on market demand, and setting forecast for the supplier.
Katakit, is local Syrian Market leader in the industry of confectionery/ Biscuits, Wafer, Chocolates.... / with a very famous brands like Ruby, Twist, Hum Hum.
As Area Sales Manager / Southern Area of Syria / i was reporting to the Sales Director.
• Responsible for setting Southern area, monthly forecasts and targets, and defining sales supervisor’s targets/goals objectives in line with the sales unit goals and the company goals.
• Responsible for implementing go to market strategy per channel.
• Ensuring implementation of company policies and procedure including HR by all of the sales team in the Southern area.
• Maintained very good relation with key customer in each channel.
• Monitoring and working on cost control, company profitability enhancement through reducing relevant costs at all Sales Centers like reducing Market cost, customer's deals monitoring and developing, sales trucks productivity
• Coordinating with merchandising team to execute special in store activities.
• Managing and leading a sales team of 64 sales reps and sales supervisors, besides being responsible for a sub distributor in Daraa.
• Increased sales in Southern area by 40%.
• Increased sales per sales rep by 35%.
• Increased profit by developing retail channel contribution and achieving target per brand.
Katakit, is local Syrian Market leader in the industry of confectionery/ Biscuits, Wafer, Chocolates.... / with a very famous brands like Ruby, Twist, Hum Hum
National Sales Coordinator reporting to the commercial manager / Head of Sales and Marketing /.
Coordination between sales team, and upper management, and all other company’s departments (Production, Logistic, Finance, HR, Marketing)
Organized and attended monthly and quarterly sales meeting.
Participated in setting monthly target, and target break down per channel, and per area.
Daily follow up and reporting on achievement VS target, and plan execution.
Analysed monthly sales per brand, area, channel, VS target, and VS previous years achievement, and presented the results to upper management.
Participated in setting and launching new trade offers, and supervised the execution to assure that company’s goals are achieved.
Katakit, is local Syrian Market leader in the industry of confectionery/ Biscuits, Wafer, Chocolates.... / with a very famous brands like Ruby, Twist, Hum Hum
Wholesale field supervisor, reporting to the Sales Director.
Supervised wholesale team in Damascus.
Increased sales per channel by 30%.
Increased top wholesalers sales by 50%.
Developed the relation with top wholesale clients.
Participated in setting annual wholesale program.
Al Hamwy Coffee, is Local Syrian Market leader in coffee, with a big range of coffee products, like Turkish coffee, instant coffee and espresso.
As National sales Manager, i was reporting to the General Manager and Board Members.
Established the new vision and strategy of the company’s distribution operation.
Hired and trained a new sales team.
Established new company branches in major Syrian cities (Damascus, Aleppo, Homs, and Latakia).
Set annual, and monthly targets.
Expanded markets by launching company’s product in Jordan.
Negotiated agreement with top wholesalers in sub and out skirt areas.
Mas Economic Group, is a group of company operating in several fields, one of them is Canned food.
As a Field Sales Supervisor, i was reporting to the General Manager ( no sales manager position ).
Established a total new sales and distribution team in Damascus.
Developed the relation between the company and top wholesale clients.
Set monthly target per brand based on management plan and goals.
Introduced company’s product to new channel (restaurants, fast food, and hotels).
Mas Economic Group, is a group of company operating in several fields, one of them is Canned food
Market Research Representative, reporting to the department of market research director.
Executed weekly market visits.
Collected data about company’s product performance in the market.
Collected data and information about potential distributors for company’s product inside Syria.
Monitored competitor’s performance.
English language and literature.