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Adrine Sydney Parker, Sales Manager

Adrine Sydney Parker

Sales Manager·Multiplex International LLC

United Arab Emirates

Bachelor's degree, Economics

Work experience

Total years of experience: 27 years, 10 months

Sales Manager

April 2025 - Present

Multiplex International LLC

Dubai, United Arab Emirates

April 2025 - Present

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.

Company industry:
FMCG
Job role:
Sales

Business Development Manager

January 2021 - March 2025

M.H. Enterprises LLC

Dubai, United Arab Emirates

January 2021 - March 2025

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.

Company industry:
FMCG
Job role:
Management

Area Sales Manager

January 2010 - January 2021

Baqer Mohebi Est.

Dubai, United Arab Emirates

January 2010 - January 2021

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.

Company industry:
FMCG
Job role:
Sales

Senior Key Accounts Executive

August 1998 - November 2009

Al Khayyat Investments

Dubai, United Arab Emirates

August 1998 - November 2009

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.

Company industry:
Retail & Wholesale
Job role:
Sales

Education

University of Mumbai

January 1997

January 1997

Bachelor's degree, Economics

India

Skills

Distributions
Expert
Distributions
Expert
Sales Team Management
Expert
Sales Team Management
Expert
Geography
Expert
Geography
Expert
Consumer Trends
Expert
Consumer Trends
Expert
New Business Development
Expert
New Business Development
Expert
• Creativity. • Interpersonal Skills. • Critical Thinking. • Problem Solving. • Public Speaking. • C
Expert
• Creativity. • Interpersonal Skills. • Critical Thinking. • Problem Solving. • Public Speaking. • C
Expert
COMPUTER PROGRAMMING
Intermediate
COMPUTER PROGRAMMING
Intermediate
MANAGEMENT
Intermediate
MANAGEMENT
Intermediate
MARKET SHARE
Intermediate
MARKET SHARE
Intermediate
SALES STRATEGY
Intermediate
SALES STRATEGY
Intermediate
BUSINESS DEVELOPMENT
Intermediate
BUSINESS DEVELOPMENT
Intermediate
BUSINESS NEGOTIATION
Intermediate
BUSINESS NEGOTIATION
Intermediate
CATEGORY MANAGEMENT
Intermediate
CATEGORY MANAGEMENT
Intermediate
CUSTOMER RELATIONSHIP MANAGEMENT
Intermediate
CUSTOMER RELATIONSHIP MANAGEMENT
Intermediate
DISTRIBUTION MANAGEMENT SYSTEMS
Intermediate
DISTRIBUTION MANAGEMENT SYSTEMS
Intermediate
LEADERSHIP
Intermediate
LEADERSHIP
Intermediate
NEW PRODUCT DEVELOPMENT
Intermediate
NEW PRODUCT DEVELOPMENT
Intermediate
ORGANIZATIONAL SKILLS
Intermediate
ORGANIZATIONAL SKILLS
Intermediate
PROBLEM SOLVING
Intermediate
PROBLEM SOLVING
Intermediate
PROFIT AND LOSS P&L MANAGEMENT
Intermediate
PROFIT AND LOSS P&L MANAGEMENT
Intermediate
FAST MOVING CONSUMER GOODS
Intermediate
FAST MOVING CONSUMER GOODS
Intermediate
FORECASTING
Intermediate
FORECASTING
Intermediate
REVENUE GROWTH
Intermediate
REVENUE GROWTH
Intermediate
SALES
Intermediate
SALES
Intermediate
TRADE MARKETING
Intermediate
TRADE MARKETING
Intermediate

Languages

English

Native Speaker

Hindi

Beginner

Marathi

Beginner

Arabic

Expert

Training and Certifications

Certifications
APAP Training Certification
APAP Training Certification — Fine (Sales & Distribution Excellence)
APAP Training Certification
APAP
Certificate of Appreciation
BRITANNIA CLASH OF THE TITANS

Hobbies and interests

Cricket

Certification for Vital Contribution in Making UAE the fastest growing Country in the GCC in Secondary sales for 2018.