National Sales Manager
Al-Haddad Telecom
Total years of experience :26 years, 11 months
Role:
Managing sales operations in both WS and KDR channels to achieve organizational objectives, Improve trade marketing and marketing team performance within the company. Facilitate the team approach to achieve outstanding results and increase productivity and enhance employees’ morale.
Lead on a Proactive basis with refined business acumen and excellent people skills. Recognized for the ability to lead cross functional and diverse teams while promote a winning attitude and foster accountability to consistently exceed performance goals and expectations. Full responsibility to optimizing the running distribution cost and improve the P&L for both channels.
Accountabilities:
o Managing the sales operation in the biggest distributor in the KSA in terms of telecom industry.
o Managing AL-Haddad & Kube3 field force organization nationally (4 direct reports and total organization of 50 people).
o Responsible for the delivery of Al-Haddad & Kube3 WS and KDR monthly and annual volume and Value targets.
o Developing a rolling forecast for WS & KDR across KSA markets, across different channels and customers.
o Co-create the devices category markets, channels and customers’ business plans with clear OGSM/P and oversee the cascade and deployment of these strategies across the KSA markets.
o Drive the devices category and markets profitability by co-leading initiatives that improve the trade spend, ROI, product mix, markets and customers conversion charges and teams / assets productivity
o Support the Top customers’ engagement plans in the key KSA markets by ensuring frequent interface and collaboration with the customers’ relevant devices category teams at head-offices in coordination with the unit’s customer’s management teams.
o Development of category availability models and channels and customers activation calendars
o Develop effective personal development plans for the KSA WS & KDRs Sales Team, which improve both their behavioral and functional competencies and monitor their progress with regular reviews and coaching sessions.
o Drive the associate engagement of the entire WS & KDR Sales team with effective impact sessions and action plans that unleashes their potential.
o Analyzing Al-Haaddad and Kube3 external business environment and direct customers to act on opportunities.
o Planning, executing and evaluating Sales and trade marketing activities.
o Conducting a variety of qualitative and quantitative analysis to drive fact-based decision-making and communicating these findings to top management.
o Translating strategy into concrete objectives, priorities and expectations as well as guaranteeing effective strategy execution and implementation follow-up.
o Work closely with Key WS Customer & Key accounts marketing to plan wholesale & key account activities to support achieving the business’s objectives.
o P&L responsibility for the WS & KDRs business.
Role:
Responsible for delivering Business Objectives and KPI’s for the West & South, Manage Sales Operation and coach 7 Area Managers to ensure Basics are followed in their areas. Define Basics, set strategies to deliver Company plans smoothly, Manage product quality, frequent review for retail audits and Market research with the team to maintain our leadership in trade, Recruiting, Develop the team and Lead sales force training efforts to continuously improve caliber and set of skills, aiming to build a world class sales force. Manage distribution cost “P&L” for service providers within set budget. Use LEAN Principals to better utilize company resources to achieve Objectives in less time and cost.
Accountabilities:
o Implement and manage an effective performance management system that will recognize strong performers and drive performance improvement for low performers with the right level of reward and recognition.
o Developing strategies that cover delivering category growth with trade marketing team entire GCC, shopper research, regional, channel & tactical promotions, BTL activation, POSM, pricing with TM team within KSA, distribution, setting merchandising guidelines, Monthly business planning cycle, etc...
o Restructuring of sales Organization.
o Ensuring to deliver new business opportunities through maximum penetration.
o Ensuring all new sales generation work within company principles including our mutuality principle.
o Ensuring that all of products have maximum availability and are at key points of sale.
o Ensuring DSO target achievement.
o Controlling trade spend and payout analysis.
o To negotiate and win new business opportunities.
o Retain and develop existing business.
o Identify and secure profitable new business through placement of IFFCO products.
o Liaison with my line manager and peers to ensure strong team working relationships.
Role:
Ensure Company’s overall sales, distribution and marketing objectives were met in all channels in central and northern regions Market place through maximum utilization of sales team and other support functions, driving sales growth in line with the overall group strategic plan, meeting the volume and spending targets, improve the efficiency and effectiveness of all support functions.
Accountabilities:
oAssist in the development of Annual Operation Plan, (based on historical data, market trends, competitive activity, promotional strategy and sales effort)
oImprove capabilities of all departments sales team, HR, IT and W/H in central & northern regions
oDevelop relationship with key customers, participate negotiations and help manage their operational issues.
oLiaise with supply chain to make sure the availability of products.
oProvide strategic input and feed back to the senior management.
oMonitor the performance of the departments by establishing a system of reports and communications involving sales reports, meetings, and measures of success…etc.
oEstablish strong relations with warehousing third party based on mutuality and trust.
oProvide the leadership and guidance to the organization in order to meet the annual operating plan to the company.
oRegularly track and assess the sales performance and provide the needed plans and leadership to close any gaps to ensure delivery of the plans by year end.
oDevelop strong relationships with the customers in the market in order to support business growth and gain commercial advantage.
oEffective management of all distributor relationships across the trade and geographies with the proper development and business growth drivers.
oImplement and manage an effective performance management system that will recognize strong performers and drive performance improvement for low performers with the right level of reward and recognition.
oDrive operational and execution excellence across the trade
Role:
Business: Lead West Region Sales operations in the various channels (Modern Trade, Traditional, Whole Sale and New Channels) to improve Profitability, Productivity and Efficiency. Drive Modern Trade execution and customer engagement to ensure sustained leadership. Develop Traditional Trade, Whole Sale and New Channels segments through improving team engagement and strict adherence to best Practices and route management.
People: Build engaged and capable team that takes the business to its highest potential.
Infrastructure: Work with Functional Support Departments to seek timely support as per SLAs to ensure West Region has the best communication network, equipments, office infrastructure, finance, and HR services.
Culture: Build a culture of motivation and celebration embedding the values in all actions.
Accountabilities:
o Managing sales teams including Channels mangers, area managers, key account managers, sales supervisors, salesmen and merchandisers across a wide geographical area.
o Ability to build, develop and maintain strong relationships with customers across a wide geographical area.
o Excellent ability to manage trading conditions (annual negotiations, business reviews), and budgets.
o Create and maintain an effective coverage routing plan for market and develop efficient productivity per resource person.
o Strong follow-up on receivables and collections as per company trading terms.
o Field Person, strong leadership skills, solid sense of follow-up, self-initiative and creative thinker, people skills, high integrity and goal and team oriented.
o Excellent training skills.
o Develop forecast by SKU and identify the trend.
o Monitor and analyze market share data with deep observation on competitive activities.
o Motivating and appraising the team performance on quarterly bases and keeps PDR’s files for tracking.
o Full responsibility to deliver positive growth of both chocolate range and DCD range/volume vs. target and YAGO.
o Fully involved in innovations/Development execution with a clear plan to ensure timely, perfect execution.
o Developing & planning the strategic of Consumer, trade and Sales level promotional strategies to achieve the company set goals with marketing team.
o Developing & effectuating strategies to increase company market share, distribution & profitability.
o Developing plans to penetrate new trades to maximize the customer base.
Role:
Sustaining a Winning Sales Team in the Impulse Channel and New Channels that will take the van operation to higher and sustainable level of profitable growth while doing the right things, addition to creation new projects to getting positive impact for the efficiency and effectiveness as well as marketing campaigns.
Accountabilities:
o Achieve business targets related to value, volume, distribution, and freshness, etc.
o Develop the business growth through creating a motivated culture of promotional strategy and execution.
o Develop/sustain lean infrastructure for superior customer service through optimized team and functional support.
o Develop team competency to support business growth and career succession through focused coaching, training and career support.
o Setting SMART objectives for west region for impulse and new channels teams in terms of sales
Value and sales development objectives.
o Tracking all sales objectives for west region (Impulse & new channels) on weekly basis to be within spending budget and for more efficiency.
o Consistent focus on JP coverage to expand our direct reach and to be matching with coverage standard required and improves coverage percentage as well.
o Leading the team through change via empower the leaders to lead with vision, drive and integrity which lead them to doing the right things right.
o Develop strong process within the channel, to provide golden standards customer service and implementing the company guidelines.
o Systemize the focus/progress/follow up for key business drivers(execution of model store, assets relocation, vital KPI’s and contracts monitoring)
o Optimize our running cost thru levering business technique ( Route To Market Preparation & Implementation )
Key Achievements:
o Lead the transformation journey of both channels impulse and new channels in the execution level and achieved outstanding results which boost the operation performance to be world class execution and world class standards.
o META Region star award 2011, for outstanding contribution in achieving an unprecedented achievement in GCC in terms of Ice Cream campaign ” sustain the mental availability from the living room to the shelf “
o Got the prize of winning team across KSA regarding to Galaxy Commanders Campaign “ SS Turbo Charge “ Best team in terms of achieving the highest result versus target, while hitting the top performance for execution.
o Achieve 25% revenue growth.
Role:
Execute the sales plan for Makkah unit “ Makkah city, Taif city & Baha city“ across all channels “ key accounts, traditional, whole sale & new channels “ and achieve the sales Value/Volume target, market share, golden service standards and deliver all vital KPIs through effective leadership and maximum utilization of the sales team,
Accountabilities:
o Deliver value/volume targets on a monthly basis within company policy and spending guidelines
o Build strong relationship with key account within the unit.
o Full responsibility to build effective team can manage all company initiatives and meet company standards as well.
o Full responsibility to strength organization capability thru provide coaching, training, feedback recognition and close follow up
o Deployment protocol for whole the team as cascaded from top management
o Assess the unit sales staffing and skill requirements. Develop plans to address short and long term HR needs.
o Setting AOP based on business development and SWOT analysis.
o Full responsibility to retaining talent through employee engagement.
o Provide ongoing leadership as a role model based on company 5 principles.
o Motivating and appraising the team performance on quarterly bases and keeps PDR’s files for tracking.
o Full responsibility to improve sales team financial awareness (collection, overdue collection, aging analysis, AR trend, DSO, Reconciliation and van audit)
o Developing new projects to boost team performance and capturing all opportunities in the market.
o Standardize reports across all channels level.
o Consistent focus on JP coverage to expand our direct reach as much as we can.
o Deliver all monthly objectives/activities ( golden, secondary, ASP’s and seasonal)
o Full responsibility to deliver positive growth of chocolate range/volume vs. target and YAGO.
Key Achievements:
Recognized Makah unit teams as the best teams’ entire the company in terms of performance and team engagement as well for constant consecutive 2 years with proven track record.
Role:
To plan, organize and control, through the sales force, to achieve the distribution, availability and sales volumes targets, maintaining a high standard of execution, within the all channels (key account, direct distribution, nontraditional and whole sales), full authorization to create new projects to improve the net price per case for the franchise, Develop channels strategy in terms of pricing, line up, credit terms, marketing plans execution with Sales & Marketing Decision maker’s support.
Accountabilities:
o Developing business strategies to increase the company market share, Share of shelf, presence, distribution, Sales & profitability.
o Create ideas to optimize the investments and funds & getting the maximum benefits.
o Managed sales team to achieve sales volume & TU+ objectives & KPI's performance and market share.
o Ensure proper roll out and sustain the implementation of best practice tools within the unit.
o Through the unit team, deliver high standard market place execution for all company's initiatives.
o Report infrastructure requirements within the unit as per market needs to the top management.
o Review and follow up collection report with ADR's.
o Review and participate with key account manager to finalize all agreements with modern trade key account.
o Setting AOP based on business development.
o Full responsibility for sales forecasting based on seasonality and promotions calendar.
o Prepare all promotions budget for Jeddah branch and all outside branches (west region).
o Fully responsibility to manage expiry date ( FIFO system )
o Fully responsibility for ( full coverage &productivity& distribution and golden service standards )
o Provide coaching to all team members to achieve high execution in (criteria of successful administrator & merchandising standards and shelf basics rules)
Key Achievements:
o Tropicana Matrix Contracts, create new way of trade compensation thru take and give concept, take good discount percentage and generate incremental sales and give good presence/visibility, consequently we remove all fixed free goods and implemented the new matrix contract which played vital role to take Tropicana cost per case from red code to the green code and fulfilled annual saving around SR 3 million.
o Optimized the trade investments and trade funding by 12% vs. last years.
o Reached to market share point 15.3 to be second player in Saudi market.
o Involved in the best successful marketing campaign “Tropicana Restage Activation Plan / Launch and Played a key role with marketing team in developing POSM, floor displays design, promos, media & Plano-gram.
Role:
To Develop and Execute sales & Distribution plans which meet brand, volume and profit objectives for strategic trade channels and key accounts through the most effective and efficient utilizations of budgets and manpower in order to achieve territory objectives thru my scope area (Modern trade & direct distribution and eateries key accounts) .
Accountabilities:
o Achieve yearly volume objectives for businesses lines while managing/securing compliance to overall and by customer cost/case planned spending to pre-agreed budget.
o Secure availability of all KA related SKUs within adequate stock levels and compliance to execution standards/CDAs & KPIs through execution follow up and reports properly filled by each team.
o Collaborate with Sales team and Trade Marketing to create KA Marketing Calendar timely and efficiently execute within KA customers securing 100% compliance to pre-agreed activity standards.
o Develop and Manage team of Account Executives, Coordinators, Merchandisers and Delivery to secure proper coordination of orders and delivery execution while continuously following up with weekly route plans for maximum customer satisfaction.
o Manage directly the CDAs implementation for Key accounts and actively support with customers.
o Analyze customer needs and opportunities to design and develop best practice KA Merchandising Equipment and execute in market place in collaboration with TM to maximize visibility and access points.
o Provide timely and detailed information on all competitive activities to related functions.
o Convert the sales and market development objectives to all TDS’s, ADR's and TC’s and key account eateries routes supervisor (ADR)
o Provide on going coaching to all TDSs & ADR's & TCs and key account supervisor within the territory and ensure they are properly equipped, traind and motivated to achieve their objectives.
o Develop strong relationship with key account within the unit, to provide golden standards customer service as per company guidelines.
o Report competitive activities to the top management as and when it happens.
o Maximize lead / control output and return from top eateries.
Accountabilities:
o Setting monthly sales and Tu + objectives as SMART with the company’s goals with each member of the territory.
o Review progress versus objectives at weekly meeting and take corrective action as appropriate.
o Tracking measures & problem solving provide recognition and feedback to the sales team.
o Training and coaching, asserts performer capability through work with and one with one providing development feedback to the customer representative and the territory team.
o Customer, support successful execution of core work (delivery backroom management, merchandising and equipment )
o Fully responsibility to improve the ADR's, TC and CR’s performance and productivity to improve the KPI's for sales volume,
Loading analysis, completion rate, strike rate and inactive customer
o Improve the net price per cases as per the company grid plan.
o Fully responsibility for the coolers plan ( penetration - census
Report- cooler relocation at prime location - integrity - new placement - refurbished cooler)
o Improve SKU’s, distribution.
o Fully responsibility and follow up for overdue collection
o Achievements of targeted market share points.
o Motivating and appraising the team performance on semi annually bases and keep PDR files for each.
Achievements:
Managed 3 supervisor (2ADRs & 1TC )12 CRs and 24 helper to develop sales volume of my territory which increased 10% of total sales volume and enhancing the sales service for existing customers as follow
o Owning the store across all channels ( Eateries and Groceries )
o Increase our access points.
o Expand our direct reach ( full coverage, nontraditional, new channel )
o Implement model stores for top 20/ Route
o Added new routes, added 2CRs and supporting truck to serve congested area
o Improve number of stops to increase time of customer service
o Financially awareness ( AR Trend Performance, PL and NWSP performance)
o On going SWOT analysis
o Sipco star award 2006, for outstanding contribution in achieving the highest volume versus target, while hitting the top performance for MSPET volume mix as well as execution for Carolina.
o Supervising the sales representatives in their assigned areas and solving their problem
o Evaluating the monthly performance of the representatives
o Supervising the execution for the promotional programs assigned for dealers.
o Doing all managerial tasks according to the density of work
o Follow up with coverage, distribution, productivity, stock situation, merchandising, promotion implementation, collection and insure good implementation to steps of the call.
o Going on to increase the profitability and decrease cost per case
Duties:
o Covering the geographical regions targeted by the company
o Selling foodstuff for dealers and establishing good relationship with them
o Issuing bills and collection
o Merchandising ( Displays, Pop, Stock rotation )
o Up to date stock movements
o Working with efficiency and productivity
o Self development as responsibility and control for my own development and learning plans for future direction