Senior Sales & BD Manager
Natural Way Sweets LLC
Total years of experience :18 years, 2 Months
• Merged to one strong reputable exclusive distributor instead of two non-performing in the UAE
• Expanded in KSA & Bahrain and appointed and led exclusive distributors with aligned annual plans
• Listed all products in Modern Trade, Traditional Trade and some HoReCa channels/customers
• Managed all Trade Marketing activities, such as new product launches, sampling sessions and regular and seasonal promotions in all Modern Trade • Merged to one strong reputable exclusive distributor instead of two non-performing in the UAE
• Expanded in KSA & Bahrain and appointed and led exclusive distributors with aligned annual plans
• Listed all products in Modern Trade, Traditional Trade and some HoReCa channels/customers
• Managed all Trade Marketing activities, such as new product launches, sampling sessions and regular and seasonal promotions in all Modern Trade customers (Ramadan, Back to School and Christmas/New Year’s)
• Planned annual budgets, business development and marketing/promotion calendars/plans and aligned with all distributors, which increased market availability, sales volumes and consumer awareness
• Placement of Planogram, POS Material in MT, TT and Petrol Stations to create instore awareness in hot spots
• Avoided out of stocks in markets and distributor warehouses via regular market visits
• Refurnished company’s Social Media platforms and increased followers by 400%
• Rebranded and developed existing and new products according to market and consumer desire/trend
• Created Value Chains for high company profits and fair distributor margins
• Sponsored Spartan Triathlon, Beach Tennis & Cycling events, to create awareness in targeted customer groups
• Led distributors in Kuwait, Bahrain, Oman and managed UAE’s direct sales team to expand products in markets and achieved targets
• Gave sales teams proper selling tools, such as iPads to display products, prices and upcoming monthly promotions, which attracted existing and new customers purchases
• Managed existing wholesalers, identified and contracted new ones in remote areas in Oman and Kuwait
• Created and integrated business development plans, marketing calendars and educational support sessions, that increased sales volumes
• Worked with Marketing and Trade Marketing team for customer promotions and activities and managed new products launches in all markets
• Identified opportunities, which grew business in all channels and approached competitor customers and attracted them with great offers and registered them in high rewarding loyalty programs
• Developed strong rapport with key customers and wholesalers and maintained high brand visibility
• Managed all FMCG/Retail and HoReCa channels in Egypt, in which I planned, managed and executed all new product launches, Trade Marketing activities and Marketing campaigns through sales teams
• Held quarterly market research meetings with AC Nielsen and collected shopper/consumer insights for proper understanding of consumer drives and behaviors
• Increased consumer engagement activations to 100% in all regions on monthly instead of bi-monthly basis, along with ongoing retail promotions, that upsold slow- and fast-moving items
• Created and developed loyalty programs for customers and consumers, which motivated customer staff to push sales and consumers to increase purchase volumes
• Developed and implemented 3-year channel strategies for all channels with Marketing and Sales departments, in which we identified Must Have & Recommended products and POSM placements per channel
• Educated and held quarterly refreshment sessions in all regions, to assure their knowledge of annual plan and 3-Year company vision to achieve long term goals
• Restructured POSM warehouses for strategic and safer storage and delivery of items
• Created efficient POSM supply chain plan, according to sales volume by region and reduced cost by 20%
• Innovated and designed new POSM for all brands and channels
• Held POSM quality control visits during production and warehouse delivery to decrease poor quality
• Appointed new and managed existing suppliers and negotiated contracts and prices for less expenses
• Ensured POSM purchases and implementation for all activities through continuous market visits
• Maintained high level of visibility at key accounts through POSM, planograms according to company’s channel strategies
• Renovated of FMCG/Retail and HoReCa key accounts for strategic brand awareness
• Led and trained sales and merchandising teams to achieve KPI’s
• Managed FMCG/Retail & HoReCa key accounts in Cairo
• Increased sales volumes by managing promotions, added new products and out of stock management
• Executed and managed all company events according to Marketing plans and maintained brand visibility
• Negotiated all contracts, targets, credit limits and bonus/rebates for higher company profits
• Decreased customer payments delay by constant follow ups, to avoid system blockage for continues sales
• Ensured all deliveries were on time and avoided out of stock reports
• Managed all sales reps and drivers of FMCG & HoReCa customers in 3 districts (143 customers)
• Supervising and managing sales, activities, promotions, distributors, cash vans, deliveries and campaigns
• Finalized weekly and monthly sales reports for regional sales manager
• Visited markets daily and met with customers, to strengthen relationship, push sales and receive market updates
• Increased product assortment/availability at customers according to company channel plan
• Monitored customer payments and credit limits to avoid any system blockage for continuous sales
• Maintained high & strategic brand visibility and managed all marketing events