Alaa Al Sayed

Designation Chronology:
• Area Sales Manager - North& East Region(January 2020 - Present)
• Modern Tread Manager - Makah, Taif, Madinah, Tabuk, & Yanbu(January 2019 - December 2019)
• Modern Tread Manager - Khamis, Jizan, Najran, & Al Baha (October 2017 - December 2018)
• Modern Tread Supervisor - Riyadh (February 2016 - September 2017)

Key Responsibilities:
• Presenting vision and operational direction to all sales operations at Area level (Eastern & Northern) for wholesale and food services domain while assuring positive outcomes via operational efficiencies, strategic planning, and tactical team leadership.
• Responsible for managing price between two channelsas permarket intelligence, consumer demographics, economic trends, competitor activities.
• Commanding the credit line operations, curtailing the credit amount and OD%, and maintaining a comfortable cash positionthrough tactical negotiations, innovative thinking, and strategic planning.
• Contributing significantly to the financial bottom-line by fundamentally restructuring the processes, optimizing manpower/ resources, and effectively managing significant issues that impact business growth.
• Driving revenue and profitability growth by engineering an optimal blend of value-added product (profitability product) and managing all aspects of operations of near expiry products across two warehouses (Dammam and Buraidah).
• Administering full control and responsibility for stocks between channels; producing a range of management reports highlighting key business issues/ risks/opportunities and presenting the same to seniors with corresponding action plans.
• Engaging with customers in a consultative capacity, cultivating profitable partnerships with topcustomersand personally supervising operations to maximize the success of sales goals.
• Leading negotiations providing competitive quotations to ensure business development and profit maximization.
• Streamlining account opening, and promo plan operations (wholesale and food service stores) to improve sales process and productivity.
• Provided leadership and vision to the sales team by defining targets, shaping strategies, allocating resources, evaluating impact, and directing modifications to successfully achieve revenue, sales, profit, and performance objectives.

Key Responsibilities:
• Planned, strategized, deployed, and refined sales strategy to drive revenue growth, improve market share, and achieve targeted profits for the organization’s products across diverse geographical regions.
• Initialized concrete marketing activity plans to realize growth plan scenario - monitored commercial, financial, and operational performance of devised value propositions while implementing necessary changes to secure the attainment of desired goals.
• Integrated strategic planning with creative vision for designing marketing campaigns (stand design, packing configurations, bag designs, poster, and new catalog) to achieve desired impact on brand image, turnover and profit margin.
• Led the business planning, forecasting, and budgeting process, personally supervised the execution of strategies, effectively managed resources, and controlled costs to ensure sustained and profitable business growth.
• Created and nurtured high-performance sales teams - evaluatedbusiness results identified issues, and offered recommendations on performances enhancement and target attainment.

Progression Graph: Progressively responsible experience of surpassing revenue and service goals while earning repeated promotions to positions as:

• Area Manager - Al Kharj (August 2013 - December 2014)
• Area Manager - HoReCa Channel (January 2012 - July 2013)
• Sales Supervisor (May 2005 - December 2011)
• Cash Van Sales Man (May 2003 - April 2005)

Role as Area Manager - Al Kharj - PepsiCo. (August 2013 - December 2014)

• Primarily responsible for two stockiest (Al Kharj& Al Aflag) - built and developed sustainable, long-term business relationships for heightened income generation and long-term revenue gains.
• Collaborated efforts with channel partners to streamline stock control operations; mapped key procedures, and transformed business model from credit to cash enabling a strong liquidity position.
• Explored avenues to penetrate new markets - added two cash van routes to the existing business model while concurrently managing all the existing channels yielding profitable business development and growth.
• Took accountability of day-to-day management and operations, provided inputs in tracking market trends, competitors’ activities, and design effective counter plans.
• Ensured strict conformance to assigned budgets, aligned all business operations to enhance profitability and eliminate procedural redundancies, thus fostering overall operational efficiency.

Role as Area Manager HoReCa Channel - PepsiCo.(January 2012 - July 2013)

• Managed HoReCa channel development plans - networked extensively within the industry, identified, influenced, and educated prospects via tactical communications/ presentations, and ensured business development by leading sales operations.
• Established, maintained, and nurtured mutually lucrative relationships with HoReCa partners - organized and aided tactical resources and technologies while ensuringthe organization’s culture, and quality standards are aptly maintained and followed.
• Personally supervised channel partner operations to validate uniformity and maximize success in the execution of sales plans and strategies. Fostered excellent communication and resolved issues in the most professional manner.

Role as Sales Supervisor - PepsiCo.(May 2005 - December 2011)

• Devised short/ long-term business plans, formulated sales strategies, and operational policies by defining the scope and potential avenues for business growth and development.
• Identified profitable commercial opportunities and established alliances with supermarkets, mini markets, wholesale, merchandisers, and driver’s teams among other stakeholders for sustained business growth.
• Prepared detailed monthly sales reports, attended meetings to discuss product information, sales goals, and inter-departmental coordination efforts as well as coordinated promotional events to improve the sales process and productivity.