Area Sales Supervisor
Delta Agthia Distribution Company ( Agthia Group )
مجموع سنوات الخبرة :16 years, 6 أشهر
Reporting to Sales Director with an overall responsibility & accountability, achieving an annual sales target of SAR. 15 million. Leading a team of 26 direct distribution staff in the PET bottles division, includes 3 Pre-sellers, 10 Van Salesman, 3 merchandisers & distribution assistants, covering over 2000 + customers consisting of supermarkets/self-services, Mini markets, Food services & QSR.
• Increased numerical customer distribution by 21% (Increased customer based from 1, 766 to 2, 133 ), focusing on cash van route efficiency on B, C, D outlets & weighted distribution by 27% (Increased customer base from 145 to 186), acquiring larger A class self-services & supermarkets via presales routes. Identified JP customer/route demarcation for increased sales efficiency & growth.
• Devising sales & market strategies in increasing product availability & visibility through POS.
• Partnership development & building profitable partnerships to increase sales with E-retailers (Sary.com, Jumlaty App, Gasabale)
• Managing & monitoring KPI’s in terms of sales/distribution target achievements, Trade promotional activities, merchandising, MSL, OOS, market execution & tracking/follow up.
• Debtor management & payment follow ups systematically for increased cash flow & debtor management.
• Recruited and short-listed top salesman. Working & coaching on the field with daily team briefings for clear direction & motivation.
• Providing market insights & recommendations to management for continuous improvement & growth in achieving the company goals.
Key Achievements,
• Best Performer award certificate for Area Sales Supervisor by Country Manager in 2022 for over achievement by increasing sales from 1.25M to 1.5M with 20% growth in Q4. Initiated trending/new businesses opportunities (Offer stores / discounts outlets)
• Increased average sales revenue from monthly SR.0.9M to SR.1.23M ( 37% growth ), within a period of 1 year ( 2020 - 2021 ) via new route additions, increased overall customer data base, identified customer by classification & drove business development activity acquiring new customers through negotiations with profitable stores.( Offer stores, A class supermarkets & Water stations )
• Leading a team of sales reps in the distribution of frozen & ambient foods in the Traditional trade & QSR channel.
• Liaised with the planning dept. & supply chain team ensuring timely stock distribution to the branch avoiding OOS situations.
• Introduced, promoted private label & new company initiatives to customers and obtained incremental sales value growth.
• Devised divisional budgets, accurate forecasting & ensured set objectives were met via continuous market activity & evaluation.
• Field Sales training, handling customer complaints and providing feasible solutions for enhancing customer relationships.
• Key brands of distribution; Seara, Unef, Friboi, Allana, Alliance, Swift, Aviko, Butler, Royal, Modhesh, Farm fresh & Private label company brand Aris. (90+ SKU’s)
Key Achievements,
• Start-up area operations from scratch & achieved an annual turnover of SAR.22 Million, by the 3rd year of growth in business.
• Introduced new product SKU’s to supermarkets and retails outlets, while increasing market share of frozen products, resulting in incremental revenue to the company profitability, by achieving 25%-30% business growth.
• Achieved YOY growth of +25% in 2018 & +35% in 2019 financial periods.
• Lead the VAN sales & distribution team of 5 sales reps with 900+ customers and achieved sales target of SAR 15M annually.
• Negotiated & executed winning contracts via rebate schemes with A, B class retailers, located refrigerators strategically, negotiated additional chillers blocks/shelf space, gondola ends, Increased POP touch points & Planogram implementation.
• Daily briefings, day end reviewing & follow up sales activity reports, market credit and ensured SKU’s achieved daily basis.
• Key brands of distribution; Rani, Vimto & Barbican (80+ SKU’s)
Key Achievements,
• Market Execution & POP placements - Negotiated and executed in opening 50+ new contracts with A, B class superstores, by locating refrigerators strategically and acquiring chiller blocks over competition in increasing sales off take.
• Excellent store execution during the Ramadan seasonal period during the financial year of 2017, via extensive market execution work in acquiring additional shelf space, gondola ends and floor displays located strategically.
• Lead the modern trade channel in Jeddah & worked with a team of sales reps, managing 75+ key account supermarket chains.
• Developed effective trade relationships with key customers introducing new product listings, annual contracts (BDA’s) & Promo calendar execution, negotiated with modern trade channels on terms & conditions that are profitable with a win-win.
• Coached and developed the sales team on the field to reach optimum performance, whilst managing and monitoring KPI’s in terms of achieving sales targets and skill sets, on time collection, full range of stocks and excellent store/market execution.
• Reported to the NSM and worked with the product & trade marketing teams related to listings, BTL promotions & activations.
• Key Customers; Panda, Danube, Bin Dawood, Al Raya, Manuel, Carrefour, Othaim & Farm superstores.
• Key brands of distribution; Al Aila, Al Walimah, Punjab Al Muhaidib, White Swan, Sun White, Miligrosa, Al Osra ( 70+ SKUS’s )
Key Responsibilities & Achievements include,
• Lead and developed the Acer product portfolio in the SL market & Achieved USD 5.5M revenue with full P&L responsibility.
• Worked across sales & distribution channel teams, channel partners, identified / introduced new product lines, executed the brand strategy, and increased the share growth and profitability of the brand by category & by SKU.
• Market research, ordering process; price negotiated with principals, forecasted & liaised with supply chain teams.
• Utilized market data analysis tools; IDC reports, developed marketing campaigns in collaboration with creative agencies.
• Product Launches; Re-positioned Acer laptops in the student market, obtaining a + 36% QOQ growth, Re- launched Acer core i5, i7 laptops in the retail segment acquiring +15% and +10% quarterly growth respectively.( ATL, BTL activities )
• Developed strategic partnerships, with modern trade channels, partner distributors; activating the Acer channel programme, increasing distribution coverage and market share over competition, via tailor made trade rebate schemes & consumer promotions.
Key Accomplishments Include,
• Lead an SBU managing SME ‘s & achieved an annual turnover of SLRS.180 Million in the electronics category.( HP, Dell, Acer )
• Directly involved in the set up and startup of the retail e-commerce website mcentre.lk increasing online sales and driving traffic.
• Promoted to Sales Manager at the age of 25 and recognized as youngest Asst. sales manager at the age of 23 for performance.
Post Graduate Diploma in Marketing issued by the Chartered institute of Marketing ( UK ) Stage 1 - Professional Certificate in Marketing ( Level 3 ) Stage 2 - Professional Diploma in Marketing ( Level 6 ) Stage 3 - Professional post graduate diploma in Marketing ( Level 7 )