Country Trade Marketing & Key Account Manager
Red Bull
Total years of experience :25 years, 1 Months
• Managing South & West region sales and RTM project Implementation; 8 branches
• Managing the trade Marketing and Key accounts across KSA responsible for the development and implementation of the trade marketing plans across the network of commercial customers, maximizing the Red Bull potential in the trade whilst maintaining the brand personality and values.
• Develop and evaluate channel- and customer specific trade activation plans.
• Deliver fact-and shopper-based category selling stories to win category captaincy at major national retailers.
• Identify, manage and align sales systems and processes that enhance sales business performance.
• Negotiates with key accounts business development agreements, trade terms, perfect outlet standards, visibility and QPOD placements and Pay for Performance terms
• Ensure the global POS toolkit is used effectively and create tools locally upon need.
• Effectively manage external consultants, agencies, and research partners/retail audit and service providers.
• Analyse Retail Audit to identify business potential and market needs.
• Develop and analyse a variety of syndicated and internal data to track and evaluate KPIs, such as distribution, sales & assortment development, new product launches, merchandising standards and promotion opportunities for Red Bull with each major customer.
• Managing Distributor product availability, and stock level per branch
• Managing and strengthen relation with distributor sales force and branches mangers.
• Conducting training and development programs tools for sales and merchandising team.
• Conducting/attending monthly business review with sales team, reviewing business dashboard KPI’S
• Conducting regular business reviews with key accounts and tailor-make business
Development and trade marketing plans/initiatives.
• Managing West, South, and North Regions; 8 branches; with business contribution of 43%.
• Planning sales objective across West region by SKU and channels proper contribution.
• Maintaining healthy stock level across all trade channels.
• Maintaining distributor ROI and healthy cost margins.
• Planning and implementing all trade activities to support achieving region sales, and brand objectives.
• Developing distribution strategies to increase direct and indirect reach.
• Developing ED Category concept at top weighted accounts and implement.
• Business growth planning through potential channels selection.
• Maintaining and win over competition in top Key Accounts.
• Planning to lead ED category value share in Key Accounts.
• Lead on Top KA BDA negotiations, and activation plans.
• Managing distributor sales team with a total of 38 headcount
o 2 Unit Managers
o 4 Sales Supervisors
o 24 Distribution reps (4 pre-sellers, 20 Impulse)
o 8 Merchandisers
• Managing, developing and coaching Distributor Business Partners sales team.
• Accomplishing the west region sales human resources target by recruiting, selecting, orienting, training, and coaching.
• Developing weighted customers to perfect stores models’ concepts.
• Channels development & route to market project leader resources optimization.
•Managing Business Partners strategies planning to drive growth and channels development
•Developing all BTL initiatives / brand / channel in-line with global activities.
•Planning and implementing all trade activities to support achieving Company’s sales, and brand objectives.
•Responsible for the development, execution, and performance of all programs designed to increase presence and ultimate off - take.
•Planning Brand activities to leverage brand positioning and solidify the company's superiority through our customers.
•Closely monitor the sales and share development to ensure company’s objectives are achieved, and recommendations for improvements.
•ATL/BTL agency selection, monitoring and evaluating agencies performance.
•Leveraging and developing P.O.S materials/ brand/ channel to enhance in-store communicate
•Aligning with Global NAB Marketing manager on regional brand activities and NPDs
•Lead, coordinate and communicate new packaging developments and price changes.
•Managing Trade Financial/BTL Activities spending, and measuring activation effectiveness / and report ROI.
•Lead monthly & Quarterly meetings with the partners to evaluate YTD performance, update the sales target, and Lock in short terms calendar activities.
•Planning & preparation of annual commercial Budget.
•Managing trade marketing team to achieve set KPI’s, evaluate performance, and career development.
• Managing the trade Marketing and Key accounts across KSA responsible for the development and implementation of Red Bull’s trade marketing plans across the network of commercial customers, maximizing the Red Bull potential in the trade whilst maintaining the brand personality and values.
• To Manage all trade-led marketing activities including all means of communication (internally and with the trade), Category Management and sales analysis, as well as efficient POS tool management.
• Develop and evaluate channel- and customer specific trade activation plans.
•Deliver fact-and shopper based category selling stories to win category captaincy at major national retailers.
•Identify, manage and align sales systems and processes that enhance sales business performance.
•Negotiates with key accounts business development agreements, trade terms, perfect outlet standards, visibility and QPOD placements and Pay for Performance terms
•Ensure the global POS toolkit is used effectively and create tools locally upon need.
•Effectively manage external consultants, agencies, research partners/retail audit and service providers.
•Develop and analyse a variety of syndicated and internal data to track and evaluate KPIs, such as distribution, sales & assortment development, new product launches, merchandising standards and promotion opportunities for Red Bull with each major customer.
•Managing Distributor product availability, and stock level per branch
•Managing and strengthen relation with distributor sales force and branches mangers.
•Conduct a training and development programs for sales and merchandising team.
•Conducts regular business reviews with key accounts and tailor-makes business
development and trade marketing plans/initiatives.
•Managing the trade marketing budget of Sr. 30, 000, 000 / annum across western franchise
•Leading development of the Trade Marketing Strategy to achieve the defined business objectives across all product categories
•owning responsibility for the development, execution, and performance of all programs designed to increase presence and ultimate off take
•Ensuring alignment across the Sales and Marketing organizations on field sales needs and marketing initiatives
•Leading efforts to leverage the Brand Positioning
•Providing seasoned leadership in the translation and execution of the Marketing strategy into impactful programs
•Design, monitor and improve processes to link all Marketing activities with the activities of the Sales team. Work closely with the PEPSICO Marketing Manager to improve processes that link corporate brand building activities and Product Development activities with Sales activities
•Prepare and execute trade marketing calendar and tailor made promotions
•Managed &ensure total execution of marketing plan for all channels.
•Implement and coordinate campaign and product launches and special events.
•Sourcing all related marketing material i.e. POSM, hardware
•Coaching the Merchandisers team .
•Identifying the Census of opportunities & potential areas to drive impulse sales
•Designing trade sales programs and Sales strategies
•Analyzing pricing, costing with regards to the competitors and recommending suggestive changes to the client.
•Re-structuring Merchandising Guidelines as needed. Conducting Training Program for Sales and Merchandising Team.
•Working with clients to define opportunities, create solutions, and participate in negotiating the customer development agreement
•Preparing incentive schemes for merchandisers & promoters
•Working closely with distributor sales force to ensure proper implementation of PMI market standard
•Ensure full understanding of cycle brief throughout practical workshops
•Monitoring KPI and recommend action plan to improve business
•Managed In-market manned and Un manned Promotion
•Identifying the Census of opportunities & potential outlets per route
•Prepare and implement Wholesaler and key accounts Tailor promotion
•Managing Key Accounts and negotiating presence contract at Hot spots & High traffic outlets
•Supply Chain feedback on PA & PQ
•Monitoring competition through a weekly market highlights
•Coaching the merchandising team through joint market visits
•Contact spot checks to ensure proper coverage and distribution
Responsible for a marketing budget of Sr. 8, 000, 000 / annum across western franchise
Managed &ensure total execution of marketing plan for both channels over Sipco Area.
Creating and managing Tailor made promotions
Managed and coordinated campaign and product launches and special events.
Sourcing all related marketing material i.e. POSM, hardware
Direct Distribution & On Premise Channels marketing budget allocation
On Premise Channel customer marketing Calendar, as per marketing plan
Coaching Merchandising team
Controlling and managing all national & local QSR CDAs
Identifying the Census of opportunities & potential areas per route
Managed complete operations of Philip Morris International BTL production for the entire Saudi kingdom.
Managed and coordinated campaign and product launches and special events.
Managed complete life cycle of LAMP promotions from printing through prize distribution and
database creation.
