Area Sales Manager
alyoum dairy & bakery
Total years of experience :12 years, 6 Months
handling General trade channel
-Managing the Modern Trade Department that contains the Key Account, Self Service, HoReCa & Home Deliveries Channels.
-Leading a Team of Sales Rep’s, Merchandisers, Tele Sellers, to achieve the highest point of confident in our products & their capabilities to reach healthy business and environment.
-Preparing and negotiate monthly KA’s activities and promotions, to increase visibility, Availability & market share in the category.
-Preparing & Planning the department monthly budget & targets, in challenging, realistic & achievable Base.
-Working on the business review with KA’s on monthly and quarterly bases to discuss the performance per month per branch per SKU. to have clear business and set the action plan to develop and grow the business.
-Opening New Accounts by visiting, present our company and products, negotiate the requirements and terms, persuade to start working with us and benefit to their business.
- Establishing the retail channel within food service department.
- Market Research at Daly & fresh products & build up the price structure.
- Open new Vendor account at all Retailers systems.
- Make listing for most Daly, fresh & bakery products within 60 days.
- Set the MSL items & create the forecast for each retailer per item.
- Negotiate & finalize the BDA with all retailers for 2020, and set Estimations for 2021 BDA’s.
Working as Regional Sales Manger - South west region.
leading a region of Seven Branches and more than 250 employees, with full commercial and operational teams that contains for each branch (Branch managers, channel Managers, sales supervisors, Sales Reps, Delivery salesman, Merchandisers, plus operation Team (Accountants, IT & HR Reps).
Achievements:
- Reduce (Bad Debts.) and collect from the market around 12m SAR in the first 6 months.
- Re-map all routes in the region and create new (JCP’s).
- Open New high potential area with full capacity.
- Develop the Merchandising team, and increase from 30 to 120 Merchandisers at the region.
- Increase back-door stocks at most retailers, that reflect positively at productivity, Availability & Sales achievements.
- Increase the shelf share for all products, according to our market share and high offtake.
- Create and implement new Sales Report to ensure successful call steps.
- Achieving Annual targets in av. +20% per annum.
- Increase sales volume by +15% per annum.
- Control market returns & Damages by 28%.
- Reduce the region expenses and loses by 17%.
- Developed new products and make it available in the market by (listing in retailer’s system, price structure, shelf share, set forecast).
* Handling All Key Account customers in central Region - KSA, direct dealing with top key accounts (OTHAIM, CARREFOUR, DANUBE, LULU H.M, SADHAN, PANDA, FARM, TAMIMI, JAZERA )
Negotiate and renew BDA's, discussing business reviews, market share & offtake, brand excution & development, new items listing, implementing special offers in wise way to monitor market competition, monitor the payment terms.
Achievements:
- Reduce (Bad Debts.) and collect from the market around 12m SAR in the first 6 months.
- Re-map all routes in the region and create new (JCP’s).
- Open New high potential area with full capacity.
- Develop the Merchandising team, and increase from 30 to 120 Merchandisers at the region.
- Increase back-door stocks at most retailers, that reflect positively at productivity, Availability & Sales achievements.
- Increase the shelf share for all products, according to our market share and high offtake.
- Create and implement new Sales Report to ensure successful call steps.
- Achieving Annual targets in av. +20% per annum.
- Increase sales volume by +15% per annum.
- Control market returns & Damages by 28%.
- Reduce the region expenses and loses by 17%.
- Developed new products and make it available in the market by (listing in retailer’s system, price structure, shelf share, set forecast).
Provides direct support and reporting to the Sales and Marketing Manager, Also Recommends and executes approved marketing plans for the sales and merchandising of Nestle Waters, Al Manhal and Capri Sonne Juice to the retail market.
Achievements:
- Open New area’s (Al Ola, Yanbu’a, Mahd Aldahab).
- Recruit New cash Van’s to cover the new Areas.
- Review and create new MSL, to ensure better products utility and productivity.
- Restructure the Dept. & responsibilities.
- Develop and train the sale team to improve their sales skills to reflect positively at the sales performance.
- Create and implement new sales reports, to ensure successful sales call steps.
- Control receivables & collection, and reduce market over dues.
- Increase Sales Values by 20% in 2012 & 27% in 2013.
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