Merchandising Head
Fantasy World Toys
Total years of experience :18 years, 3 Months
Experience in handling the key accounts of Safari House Wholesale for Fantasy World- since 2019.
This includes managing key roles for 5 wholesale divisions for retail. Major responsibilities include:
- All Dubai & China wholesale vendor management such as Atiq Luise, Play-smart, and TTC, etc. Visit
them in Dubai twice yearly to see the potential toy ranges, new brands, and a comprehensive market
run to get a better idea of the industry.
-Attend yearly, all the crucial toy fairs such as the Hong Kong and Nuremberg toy fair. Meeting with
vendors & and suppliers at these fairs and visiting booths to see the forthcoming toy ranges.
-Inviting crucial vendors to Kuwait and planning market runs to get better ideas to manage the brand.
-Heading the team of merchandisers, responsible for overall product replenishment and merchandising.
-Experience in category management and new concept development
-Planning the trade marketing strategies of different segments such as:
+ATL - Billboards & megas, Radio, weekly or monthly magazines.
+BTL - In-store events, brand activation, Mail or SMS reach-outs.
-End-to-end Vendor relation management, providing all the best possible solutions and implementing
brand guidelines.
-Experience in headhunting and international recruitment.
Experience in handling the key accounts of Safari House Wholesale for Fantasy World- since 2019. This includes managing key roles for 5 wholesale divisions for retail. Major responsibilities include:
• All Dubai & China wholesale vendor management such as Atiq Luise, Play-smart, and TTC, etc. Visit them in Dubai twice yearly to see the potential toy ranges, new brands, and a comprehensive market run to get a better idea of the industry.
• Attend yearly, all the crucial toy fairs such as the Hong Kong and Nuremberg toy fair. Meeting with vendors & and suppliers at these fairs and visiting booths to see the forthcoming toy ranges.
• Inviting crucial vendors to Kuwait and planning market runs to get better ideas to manage the brand.
• Heading the team of merchandisers, responsible for overall product replenishment and merchandising.
• Experience in category management and new concept development
• Planning the trade marketing strategies of different segments such as: +ATL - Billboards & megas, Radio, weekly or monthly magazines. +BTL - In-store events, brand activation, Mail or SMS reach-outs.
• End-to-end Vendor relation management, providing all the best possible solutions and implementing brand guidelines.
• Experience in headhunting and international recruitment.
• Chief KPI to deliver overall Fantasy World Toys (Brick & Click) sales budget. This plan further is derived by buying and merchandising planning, inventory management & full-year marketing and promotional plan.
• Handling special projects to manage the overall wholesale business segment of Safari House Gen. Trading Co. for Fantasy World Toys (Retail division). This includes sourcing, merchandising & sales
• Providing solutions & and website content to the eCommerce division of Fantasy World with the product, product assortments, and periodic promotions.
• Working closely with store managers to arrange in-store and off-site product training sections for retail sales staff will always be top on the agenda.
• Plan and prepare monthly/quarterly product and brand-driven marketing plans for brick & mortar and e store.
• Attend all crucial toy trade fairs internationally to source exclusive toys and to meet existing and new vendors to maintain retailer-vendor relationships.
• Prepare and implement the growth strategies by recommending pricing strategies, and sale promotions.
• Analyzing brand and category dynamics and trends to identify future growth opportunities and develop retail store-specific solutions.
• Organizing various shop floor visits to work closely with the retail ops and visual merchandisers team to ensure the brand presentation and displays in store.
Merchandising Dept. in Fantasy World working under Buying & Merchandising which gives comprehensive solutions to various departments. This includes providing BI tools for management.
• Generating analytic reports such as Category Management (Quarterly), Ageing Inventory, and KPI reports.
• Producing monthly layouts or merchandising floor plans for retail stores.
• Forecasting sales and stock levels and optimizing the sales volume and profitability of designated product areas.
• Managed franchise business with X-cite-Alghanim Electronics for Fantasy World. Which includes the selection of product range, displays, logistics, and supervising the staff working as a promoting demonstrator.
Over the past more than ten years I have worked in the retail sales industry. This work has included:
• Drive sales floor having sixteen sales associates and a team of five demonstrators.
• Ensure the highest standards of customer service are achieved.
• Fulfill the company sales objectives through the monthly review of the budget against a plan.
• Maintaining the highest floor and merchandising standards of customer service and satisfaction.