Asst. National Sales Manager
NMC
Total years of experience :19 years, 1 Months
Non-Food: Unilever, Nivea, Himalaya, Sara lee, Enchanteur, Emami, Nunu, BrylCrème, AmbiPur, Kiwi Shoe Care, Kiwi Household, Radox, Sanex, Cool N Cool etc.
Food: Americana, Parle, Sara lee Frozen, Sara lee chilled, MTB, Agrigold, Radikal, McCormick, NectaflorHoney, BlueElephant, Mac Coffee, Al Salwa Frozen etc.
•Planning, directing and controlling strategic operational plans towards developing channels through identifying investment opportunities, , setting up costs cutting initiatives, achieving competitive advantage, developing pricing strategies and creating business plan based on defined sales strategy.
•Drive profitable sales growth for the defined trade channels throughout the entire business stream.
•Manage all marketing communication channels, PR agencies, advertising agencies and media, as well as internal communication and manage the promotional calendar of the brands.
•Plan, negotiate, and finalize the annual promotional calendar/activation.
•Establish a strong working relationship with all the Trade Channels in the assigned region across all the departments of the organization.
•Responsibility for execution and performance of all programs designed to increase presence and ultimate take-away.
•Manage merchandising activities in spreading awareness of newly launched products in the market through in the mega malls, hypermarkets and other public places.
•Effective relationship with principal companies for ATL&BTL activities, brand activation and reporting on detailed channel analysis, sales, inventory and loss of margins among others.
•To achieve dominant brand presence in stores and on the shelves.
•Planning consumer promotions and ensure its flawless execution in the targeted trade channels and also monitor its results, analyze and conduct post evaluation.
•Monitor and improve to link all marketing activities with activities of the sales team. Work closely with sales and marketing team to improve brand building activities with sales activities.
•Leading the Product Managers, Area Manager, supervisors, sales officer, merchandising and Promoters team plus maintaining an effective reporting system.
•Promoted to assume P&L management for naturalizer brand throughout UAE and GCC. Challenged to turnaround declining sales, profit margins, consumer traffic and market share. Oversee strategic planning, operations, merchandising and marketing for over 4000 retail locations throughout UAE, Member of board team to support expansion of distribution and retail concept globally.
•Meeting marketing and sales financial objectives by forecasting requirements, preparing an annual budget, scheduling expenditures, analyzing variances, initiating corrective actions.
•Determine annual and gross profit plans by forecasting and developing annual sales quotas for regions, projecting expected sales volume and profit for existing and new products, analyzing trends and results, establishing pricing strategies, recommending selling prices, monitoring costs, competitions, supply, and demand.
•Major Accounts dealt (Modern Trade & Traditional Trade Retailers(Vansales), Wholesalers & Catering Services category(Horeca); Dubai Duty Free, Carrefour, Carrefour Express, Lulu, Co-operative Society, Spinney’s, K.M Trading, Geant, Hyper panda, Almaya, Lifco, Manama, Mega mart, Park n shop, Safeer, T.choitram, west zone, World mart, Sunrise, Nesnas etc.
•Product categories dealt with ( Non Food: Air Fresheners, Baby Care, Body Sprays, Deodorants, Fabric softners, Fabric wash, Hair care Household Care, Paper Tissues, Shoe Care, Toiletries, etc.)( Food: Breakfast Cereal, Cakes(Frozen), Canned Vegetables/Fruits, Coffee, Cooking Oil, Fries(Frozen), Fruit juices, Honey, Instant Mixes, Masala Powders, Meat-Chilled(Chicken/Beef/Turkey), Frozen(Chicken), Pickles & Pastes
Non-Food: Unilever, Nivea, Himalaya, Sara lee, Enchanteur, Emami, Nunu, BrylCrème, AmbiPur, Kiwi Shoe Care, Kiwi Household, Radox, Sanex, Cool N Cool etc.
Food: Americana, Parle, Sara lee Frozen, Sara lee chilled, MTB, Agrigold, Radikal, McCormick, NectaflorHoney, BlueElephant, Mac Coffee, Al Salwa Frozen etc.
•Identify pricing strategies of competitors brand with full understanding.
•Conducting market research such as customer questionnaires and focus groups on both business growth and client retention.
•Directed business strategy, marketing, PR, sales and commercial agendas to deliver sales increased turnover year-on-year and increased profitability.
•Planned, developed and implemented advertising and sales promotion strategies for traditional grocery and superstore chains.
•Logistic co-ordination
•Monitoring A&P budget which has been planned
•Analyzing Industry dynamics and competitor activities
•Evaluate and developing Marketing plan, product costing, margins and price structure.
•Products outsourcing from 17 countries in different part of the world
•Full knowledge of modern trade, Co-operatives, traditional trade, retail store and whole sales.
•Continuous improvement in maximum distribution & product visibilities in the category
•Financial analysis of various brands & financial forecasting
•Plan and implement export marketing plan and activities consistent with overall requirements of the organization.
•Design and Implement AOP (Annual Operating Plan) for exports.
•Manage exporting products in accordance with organizational policies and procedures, and to comply with relevant local, country and international law and procedure.
•Able to perform in-depth analysis of complex sales data in order to formulate successful sales strategies, and plans sales activity and promotions with meticulous attention to detail.
•Empowers staff and provides training opportunities to enable them to operate at their full potential
Philips Electronics with global leadership position in key markets of Consumer electronics
•Managed sales operations for the Philips brands in the assigned market including new market development, sales monitoring, order processing, maintaining stocks, payment deposits, sales analysis and order receiving.
•Created strategic plans to identify sales opportunities and as well implemented promotional plans to increase store sales while conceptualizing visual merchandising displays, POP, and design of retail outlets.
•Set up short and long-term budgets towards achieving established goals.
•Reviewed sales performance and pioneered the survey of customer satisfaction on annual basis.
•Steered initiatives in increasing product visibility, merchandising and brand profile.
•Lead, guided, motivated and trained sales workforces towards achieving sales targets
Company profile: Group of company with diversified business activities.
•Worked on promoting company products to the retailers, negotiating commercial orders, and terms of payment and guaranteed service level. Increased market share of company product through promotional events.
•Negotiated with retailers for the implementation of sales promotional activities and built up strong relationship with them to stay updated with product portfolio.
•Report performance to the Area Sales Manager
AREAS OF EXPERTISE
Product Management/Brand Management
•Deliver innovative promotions and drive initiatives to grow sales of leading FMCG product brands.
•Monitor product performance and keep a close eye on the competitor’s activity to take suitable actions for maintaining business volumes and consistent growth.
•Strong collaboration with the entire organization, including the dedicated sales team and other marketing staff to provide inspirational and motivating product materials.
•Developing details’ and communicating clear, commercially sound strategies and implementing strategic and tactical product plans.
•Build relationship and influence key opinion leaders to ensure business continuity.
Sales & Marketing
•Manage responsibilities involving business planning, implementation, supervision and considering corrective actions to stay ahead of competitive markets.
•Negotiate business dealings with local or international clientele besides strengthening client support, service as well as business operations while developing contacts with key accounts.
•Expertise in providing strategic and systematic approach on sales and marketing of growing business organizations - FMCG industry in particular.
•Understand the prevailing market trends and issues; analyze its impact towards the business in long run and further devise strategies to oppose any possible business threat.
•Search and develop new business from market and set up solutions that meet client needs.
•Scan the market and get brief with competitors, their product pricing and customer service dealing to adapt their style or change company procedure to remain competitive.
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