Head of Innovations & Vending
Masafi
Total years of experience :12 years, 8 Months
Achievements:
- Increased 50% Sales Revenue Growth 2021 vs 2020 and 65% YTD 2022 vs 2021
- Saved the company 30% on Costs by rearranging COGS of Wipes, Tissues & Juices
- Launched Opta LLC and made it the leading Un-Attended Retail company of UAE
- Launched B2B & B2C business verticals growing the business
1. Project Head - Opta LLC:
- Separated Vending from Masafi & Launched Opta Masafi as a separate unit for un-attended retail.
- Managing the entire Finance, Sales, PLAD & Procurement team for the company.
- Launched a new B2B Coffee Division within the organization, increasing revenue by 35%.
- Implemented a new SFA & CRM for the entire customer universe.
- Expanded export & retail markets to Oman, Qatar & KSA.
2. Market Share & Trade Marketing:
- Helped increase the share by using Mind-Share & Market-Share data from Nielsen, Kantar amongst other market research firms.
- Decreased Market Research spent by 35%, by diverting spent to relevant deliverable's only.
- Implemented Cross-Merchandising across Mini-Markets & TT for Masafi LLC.
- Diverted irrelevant “Marketing-Blasts, ” spent into trade spent, which boosted sales for products.
- Reduced Trade Spent in Mini-Markets & Modern Trade by 19% in 2022 by re-working category space.
3. Innovations & NPD’s:
- Conceptualized & Launched an entire Innovation Team for Masafi LLC.
- Derived primary & secondary data for the company to enter into 4 new categories in 1 year.
- Negotiated with suppliers to ensure positive bottom line on forecasted Value Chain.
- Developed & Planned Go-To Market Strategy across multiple categories and across all channels.
1. Business Development:
- Managed the Sales & Engineering for the complete Middle East, Africa & Indian markets.
- Conceptualized and implemented fixed discount rates based on volumetric targets.
- Developed online presence through distributors, fixing SEO’s and assisting in revamping corporate website.
- Launched new machines in markets, thus increasing sales revenue and gaining market share by 10% in MEA.
2. Account Management:
- Made Coca Cola exclusive with Crane equipment in South Africa and Central Africa.
- Signed Amazon to work exclusively with Crane equipment throughout the GCC.
- Developed and implemented non-exclusive contracts with customers, thus increasing reach in each country.
- Implemented KPI score-cards for signed accounts, offering them bonus’s at the conclusion of the contract, without increasing costs.
3. Geographical Development:
- Implemented unique marketing material for each geographical location to speak closely with the customer.
- Increased mind & market share of the brand in new markets by capitalizing presence in neighboring countries.
- Developed geographically based SEO’s to increase online presence in key markets.
- Developed a monthly run-rate by geographical location, by signing number of accounts in-line of the countries business size.
4. Planning, Budgeting & Financial Management:
- Developed sales & cost tracking tools which processed historical & current raw data.
- Presented quarterly plans; closing each quarter above plan.
- Planning and executing Joint-marketing activities with distributors & direct accounts.
1. Account Management:
- Managed the biggest Retail chains of the UAE including E-commerce giants.
- Increased presence in several chains by increasing SOS through renewed BDA agreements.
- Renewed all BDA’s without increasing costs to any account, and making 70% of investments variable.
- Increased online presence within retail chain websites & E-commerce customers like Amazon.
- Planning the implementation of big events & activities and ensuring perfect execution.
2. Team Development:
- Managing a team of 2 Supervisors 10 Pre-Sellers, 55 Merchandisers & 2 Territory Coordinators.
- Responsible for the coaching & development of all members of the team
- Setting Monthly & Annual Targets for the team.
- Set and monitor Key Performance Indexes (KPIs) of the Sales team, to ensure objectives are achieved
3. Trade Marketing:
- Conceptualizing & Implementing Consumer Promotions & Trade Promotions on a National Level.
- Managing Monthly & Quarterly additional displays to maximize Off-Shelf sales.
- Working closely with customers to implement various consumer promotions to increase sales.
4. Planning, Budgeting & Financial Management:
- Implement business plan and strategy that align with organization’s overall vision and its business objectives
- Preparation and implementation of Sales Annual Operating Plan.
- Managing the Trade Marketing financial Budget for the year.
My responsibilities include:
- Managing customer portfolio worth ESD 115+ Million
- Securing new business and growing existing
- Conceiving and executing Customer Agreements with large International & Local Customers
- Periodical Business Review with customers against agreed KPI’s
- Responsible for coaching of Key Accounts Executives with the KAM
- Managing 10 Sales Executives
- Preparing Food Services Annual Operation Plan, including Financials
- Preparing & presenting periodical Food Service Performance Reviews
- Recommending tailor-made Promotions for customers
- Planning & Implementing trade & consumer promotions
- Recommending tailor-made Promotions for customers
- Planning & Implementing trade & consumer promotions
- Sales & Market Share Analysis
Sub Channels Managed:
- F&B Chains
- Cafes
- QSR's (International Franchises)
- Casual & Fine Dining Restaurants
- Nightlife/Bars
- Leisure & Entertainment Properties
My responsibilities include:
- Secure new business opportunities and grow existing
- Negotiating & Executing Customer Agreements with large International & Local Customers
- Conceptualize and execute brand promotions (consumer & trade)
- Promote brand awareness for the customer and Pepsi Cola through social media
- Brand growth coordination between the customer and Pepsi Cola
- Periodical review of Customer performance against agreed KPIs
- Planning and executing Joint marketing activities between Pepsi Cola and customers
- Managing a team of 10 Sales Executives
- Presentations to Customers and Company management
- Key Accounts Annual Operating Plan & Budget preparation, management and follow up
- Sales & Market Share Analysis
- Customer Credit limit management
Achievements:
- Converted customers worth USD 16 Million
- Signed new customers worth USD 10 Million
- Retained 100% customer base
- Achieved 22% sales volume growth vs year-ago
1. Trade Marketing:
- Leading implementation of Consumer & Trade Promotions from Pepsi Cola International
- Managing Presence & Merchandising at the market place
- Managing availability of strategically important SKUs at Key Outlets
2. Sales:
- Sales Analysis: In terms of Sales and Market Share of Brands and SKUs
- Leading target achievement for Weighted and Numeric distribution
- MIT: Market Impact Team for short term and long term sales and share growth
Achievements:
- Increased Lipton Ice-Tea Sales by 17%
- Increased Market Share by 6% in Northern Emirates
- Achieved Weighted and Numeric Distribution target for Pepsi-Cola and Mountain Dew
(3 quarters in a row)
- Re-launched Lipton Ice Tea and achieved sales target for half year ending December 2012
- Conceived and implemented “B-Brand Attack Project”
Post-graduate studies in: (i) Consumer Behavior (ii) Integrated Brand Communications (iii) Marketing Tools & Strategies (iv) Marketing Research Dissertation on "Pepsi Cola's Marketing Campaign impact on Pepsi's market share during FIFA World Cup 2014"
