Adrine Sydney Parker

Led Modern Trade and Traditional Trade sales across the Dubai region,
driving revenue growth, expanding distribution, and improving market
share through a structured sales strategy.
Supervised an Assistant Sales Manager, sales executives, and
merchandisers ensuring strong in-store execution, visibility and
compliance with planograms and promotional guidelines.
Managed day-to-day commercial operations including budgeting,
forecasting, route planning, recruitment, coaching, and performance
development of the field team.
Built and nurtured strong relationships with key accounts, store managers,
and distributors, conducting targeted visits to negotiate listings, secure
shelf space, and activate trade promotions.
Conducted regular business reviews with the sales and merchandising
team to evaluate progress against targets and introduce new products,
services, and performance-improvement strategies.
Strengthened availability and visibility across MT & TT by ensuring
planogram adherence, promotional execution, OOS reduction, and
continuous in-store monitoring.

Led a sales organization of 15 executives, 24 merchandisers, and 8 promoters, covering 700+ retail and perfumery outlets across the UAE.
Directed sales operations across all UAE regions spanning Modern Trade, B-Class, Discounter, and Perfumery channels.
Drove consistent execution of Go-To-Market (GTM) strategies and ensured correct category placement and shelf share to maximize brand visibility.
Conducted meetings with group buyers and led quarterly business reviews; negotiated annual BDAs and renewals to optimize company profitability.
Directed brand KPI management, including UBO tracking and numeric/weighted distribution checks, using Nielsen reports (regional and channel-wise) to
benchmark against competitors.
Identified and opened 100+ new discounter outlets, expanding the retail footprint and conducting risk analysis on new business opportunities.
Forecasted 90-day stock requirements aligned to sales plans, promotional calendars, and seasonal demand; trained the team on FIFO stock replenishment.
Resolved trade conflicts and controlled marketing spend across 50 secondary and 100 primary rental agreements.

Directed nationwide distribution of Britannia products across Modern Trade and Traditional Trade channels in the UAE.
Led and developed a 40-member sales team, managing budgets, sales strategy, and target delivery.
Conducted regular market visits to monitor route coverage, evaluate execution, and ensure consistent product availability across outlets.

Managed a diverse portfolio of international brands including Sensodyne,
Durex, Marigold, Aspirin, 3M, Baygon, BIC, Matouk, Canderel, and Rio Mare.
Launched new products, negotiated pricing and trade terms, and finalized
orders with key clients.
Built and maintained strong relationships with trade partners and buyers to
secure continuous business growth.