Sales Manager
AL Seer Group
Total years of experience :26 years, 11 months
Role & Responsibilities:
➢ Handling Pinar, Emirates Macaroni & Kimberly Clark categories (KLEENEX, HUGGIES, KOTEX) from July 2013 up to Dec 2018 focusing on building long term profitable business and ensure the delivery of both sales & distribution goals.
➢ Ensure effective execution of the business plan at customers end as per agreed & set objectives.
➢ Motivate and guide the frontline sales team through on field coaching and highlighting key learning points per individual case.
➢ Conduct Business Reviews with the designated accounts on a periodic basis.
➢ Ensure effective monthly sales forecasting, stock management and execution of the stock management priorities.
Achievements:
❖ Achieve distribution objectives & increase product performance at the assigned areas/channels.
❖ Exceed the annual sales growth target by 33%.
❖ Develop sales team skills from order taking persons to customer business developer.
Role & Responsibilities:
1- SWOT analysis of the customers company portfolio to define the opportunities & prepare the appropriate action plan.
2- Establishment of the employee job description per operational position.
3- Establishment of proper Key Performance Indicators per individual department / employee.
4- Restructuring of the company expenses to ensure maximum achievements with lowest cost.
5- Setup the appropriate organization & wages structures as per individual customer requirements.
6- Train the family owners to increase their satisfaction & acceptance of the new changes.
7- Train the staff as per required individual departments (Sales, Marketing & Admin teams).
8- Setup clear SMART objectives in line with owner's vision.
Achievements:
1- Upgrade the client business profile from family business company to Business Oriented Organization.
2- Achieve the consulting & training goals as per requested ones per customer.
Role & Responsibilities:
1- Setup B2B operation guidelines & long-term strategies including setting of both Sales & Marketing departments (budget, plans, sales forecast) for 18 month in advance.
2- Setup of the Salary scheme, Job description & KPI’s per individual position.
3- Responsible on the implementation of CANDIA Standers in line with local market requirements.
4- Setup the company profile, values, massage, commercial polices, brands positioning & products (F, A, B’s) in cooperation with CANDIA France.
5- Ensure the ROI with the media agency & follow-up projects lunches of CANDIA products.
6- Establishment of (Sampling, Merchandising, Consumer Service & Marketing research teams).
7- Create the appropriate SOP's to ensure best control & performance per individual position.
8- Create the daily report system to ensure harmonization between all operating departments & branches at Syria.
9- Ongoing follow-up of market researches to make the right corrective action whenever needed in order to strengthen the company & products competitive edge Vs competitors.
10- Direct & monitor projects performance per sales channel & ensure all needed requirements.
11- Identify the daily operation performance gabs & make immediate corrective actions.
12- Identify and recommend the appropriate training and development needs per department.
Achievements:
1- Establishment of CANDIA Franchise Operation in SYRIA - Sales distribution network with total number of subordinators reaches up to 98 employees.
2- Dominate the UHT fresh Milk Market at Modern trade channel.
3- Execution of a successful launching campaign for CANDIA France products.
4- Maintain the sales achievements during 2011 & 2012 SYRIAN crises.
Role & Responsibilities:
1- Plan the yearly sales department budget.
2- Establishment of Job descriptions, KPI’s per individual position.
3- Create the appropriate SOP's to ensure best control & performance on the sales operation.
4- Setup the sales team incentive scheme based on qualitative & quantitative performance.
5- Ensure achievement of the country (Annual Sales Target) sales volumes, value and coverage objectives by category through effective Division / channel sales force management.
6- Monitor the market (competition, price changes) continuously to enable fast and appropriate action plan vs. competitor’s activities.
7- Manage, control, motivate and evaluate the sales team performance.
8- Execute the CANDIA launching plan (Trade channels, RTM, Pricing strategy….etc ).
9- Monitoring, Analyzing and controlling the Debts in the Country.
Achievements:
1- Execution of a successful launching campaign for RIHANA Farms products.
2- Win %48 market share Vs the major UHT milk competitor in less than one year.
3- Establishment of both sales & marketing department’s internal rules & structures.
Role & Responsibilities: (Channel Category Sales Development Manager)
1- To tailor category and channel strategies and initiatives to country requirements.
2- Actively participate in and support the customer development process.
3- Manage and coordinate the implementation of market-wide promotional plans within the region, evaluate, and provide feedback on performance to P&POP team.
4- Support the KAM in the development of cost effective solutions to key customer category opportunities on a project basis.
5- Ensure that IMS forecast takes into account the planned activities.
6- Develop appropriate support materials (POS etc.) for activities.
7- Responsible to develop with sales management and brand team the next year’s target preparation by channel.
8- Responsible of planning and following up the implementation of local market sales objectives, new product launch plans, trade deals, distribution drives, sales competitions, coverage plans, budgets requirements (TTS / PFME) & activity time tables.
Achievements:
1- Achieve the annual sales volume & value targets per channel.
2- Achieve (%3 RIG) - Real Internal Growth at Country level.
Role & Responsibilities
1- Identify sales force training needs through needs analysis by region.
2- Manage all aspects of a training course (locating suitable venues, cost efficiency, arrange workshops, hospitality…etc) & Conducting field visits before & after the trainings.
3- Design & deliver sales training courses as being the platform of sharing the “Best Practices” among the Syrian regions as well as from NME to the local market.
4- Train sales people on the individual job training (SR, FSS & sales managers).
5- Develop the yearly training calendar, training tools & plan the needed supports.
6- Train the trainers to lead their subordinators became leaders.
7- Cross functional support with other divisions whenever needed.
8- Develop suitable training programs for NESTLE outside sales partners such as (Medical warehouses, helpers team & merchandising team).
Achievements:
1- Setup of NESTLE Syria training department & the job description per employee.
2- Creation of two years full training program that ensure resulting professional sales people.
3- Corporate SAP & new pages systems delivery to salesmen with the project champion.
By August 2006 I’ve been nominated for a new mission to manage & organize NESTLE Sales operation at the North East region of Syria in a very difficult & critical environment.
I've handled (3 governorates, 2597 customers, 14 salesmen & 4 medical distributors):
Role & Responsibilities:
1- Define potential, strong products and find ways to push the sales of weak products to achieve the highest RIG (real internal growth).
2- Allocate the key customers and pin point the potential areas.
3- Ensure proper retail coverage and contact frequencies are met.
4- Develop outlet sales and increase of coverage and penetration.
5- Review journey plan, stock level and operational effectiveness of van sales representatives to maximize penetration.
6- Develop selling abilities of my sales team (train, coach & evaluate the performance).
7- Implement and monitor promotional planning.
8- Achieve corporate merchandising objectives and obtains maximum display support for all stores.
9- Prepare a monthly sales forecast includes the outlook.
10- Split the monthly target per salesman per channel per SKU.
11- Provide leadership & direction to my sales team.
12- Identify issues (problems or opportunities) that will effect sales volume and take action pro-actively.
13- Analyze the sales statistic reports and compare the achieved IMS Vs target by (tonnage& NPS) per SKU.
14- Develop conceptual selling presentation for my sales team and train them on the use.
15- Maximizing NESTLE north east region distribution center contribution in the oil fields food & beverage tenders.
Key Performance Indicators (KPI’s):
1- Achieve the volume target for all products in my respective region based on 4 pillars:
(1)- Low cost high efficiently.
(2)- Innovation & renovation.
(3)- Whatever, whenever & however.
(4)- Customer satisfaction.
2- Implementation of POP drivers at all customers’ level.
Achievements:
1- Dominate the infant formula sales at (4 main cities, Hassaka, Kamshli, Raqa & Der Ezzour).
2- Increase the Infant cereals market share growth from %3 / year to %11 to become No.1 Brand at the NE region by %50 MS for the 1st time since NESLE Syria opening.
3- Increase invoice drop size over %50 per channel per customer.
4- Maintain the sales achievements during 2008 world economic crisis.
I’ve been nominated by our top management at NESTLE middle east for a year & a half internal mission and that is to organize & establish NESTLE Syria sampling department.
Starting 1st of May 2005 I’ve handled the position of NESTLE Syria sampling manager for NIDO, MILO & MAGGI brands:
Planning & Alignment:
1- Create the sampling execution guidelines in line with the brand strategies and company standers.
2- Develop an 18 months rolling sampling activity calendar.
3- Set the yearly budget of the sampling operation.
3- Set the monthly sampling activity plan with the supervisors.
4- Ensure daily sampling activities by pre-signed sampling agreements.
Management of the Sampling Agency:
1- Manage the sampling agency as required budgets.
2- Monitor & evaluate effectiveness of the sampling agency.
3- Set standers and profile for hiring of promoters with the sampling agency.
4- Develop & implement a continuous training program and train the new hired promoters on product knowledge and sampling techniques.
5- Ensure implementation of NESTLE basic hygiene guideline.
6- Help the sampling agency in finding solutions for any obstacles face the sampling operation.
7- Ensure availability of the sampling products & tools in sufficient stock at the sampling service company warehouse.
Budget control:
1- Manage and control the delegated (PFME) product fixed marketing expenses.
2- Ensure spend is in line with the set budget per account.
Key Performance Indicators (KPI’s):
1- Continuous improvement of cost per contact through finding cost-effective ways within the agreed-on budgets.
2- Ensure achieving both qualitative & quantitative of the contacts per group target per year.
3- Evaluate performance of the sampling agency.
Achievements:
1- Tailor made & Creation of the Sampling Operation Manual for the 1st time at NESTLE level.
2- Expanding of the sampling operation to cover all Syria with best practices.
3- Establishment of sampling internal guidelines & SOP's.
4- Officially assigned by NESTLE Middle East as training co-moderator & champion of the Field Management Best Practices sales training courses.
Back to year 1999; I’ve started my responsibilities as a filed sales supervisor on NESTLE agent sales team at the central region with open tasks and minimum supervision from the head office management.
By the end of year 2001; NESTLE Syria took over the distribution operation from the agent and I’ve been promoted to the position of Central Region Filed Sales Manager handling 1582 direct customers and one medical warehouse with a team of 6 salesmen.
Role & Responsibilities:
1- Achieve volume target for all define potential, strong products and find ways to push the sales of weak products to achieve the highest RIG (real internal growth).
2- Develop outlet sales and increase of coverage and penetration.
3- Identify issues that will effect sales volume and take action pro-actively.
4- Schedule the appropriate amount of time to work with each individual within the team.
5- Field coaching per supervisor at least 2 times per month & report the findings on monthly bases to build new key learning's.
6- Provide leadership and direction to the team members.
7- Review retail reports, call reports and other performance reports.
8- Ensure cleansing customers performing below threshold from the routes as per the company SOP's.
9- Define and develop alternative potential customers to meet the monthly target.
10- Ensure proper retail coverage and contact frequencies are met.
11- Make field trade check on visits and on receipt of offers and free goods.
12- Document and report the findings on monthly bases.
13- Review journey plan, stock levels and operational effectiveness of van sales representatives / field sales representatives to maximize penetration.
14- Forward through the direct manager requests for damaged good returns and any special credit arrangements made with customers.
15- Achieve corporate merchandising objectives and obtains maximum display support for all stores.
16- Achieve annual sales target.
Achievements:
The continuous follow up helped both my team & myself to be the first in class and to win the 1st sales competition at NESTLE Syria level achieving the highest real internal growth in Syria.
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