A N Md Bahauddin

Conceptualise, refine, and implement the infrastructure, volume, promotion, and activation plan for distributors and teams to drive category and channel growth in the geography. Forecast regional sales, meticulously reviewed primary and secondary sales data, and implement corrective measures to achieve sales and growth plan. Head team and individual efforts to enhance market share and penetration of relevant categories within the region. Allocate and approve budgets for trade and consumer promotions, sampling, and activation campaigns in collaboration with CCSD and CBM to drive consumer and shopper engagement initiatives for enhanced conversion rates. Evaluate distributors’ ROI and institute targeted action plans to enhance their overall performance.

• Managed a market of BDT 220 crore PA by leading a team of direct reports, empowering a 400-strong secondary sales force in the region to execute monthly business plans aligned with regional priorities and annual key performance indicators (KPIs).
• Architected and launched a new RTM (Route to Market) RURAL HUB that catered to deep rural areas within the region, enhancing Nestlé’s reach and market presence.
• Recaptured market share in the region's largest category, Noodles, within a year, reversing a four-year decline trend.
• Facilitated discussions, aligned objectives, and captured direct reports' individual development plans, fostering growth opportunities through special and regional projects (70%), cross-functional exposure (20%), competency training (10%), and on-the-job coaching and feedback.
• Promoted through multiple positions of increasing scope and responsibilities due to exemplary leadership, business, and management acumen.

Identified and proposed actionable in-store solutions based on a comprehensive understanding of shopper behavior, including guidelines for POSM guidelines, merchandising strategies, and optimal product placements. Continually verified efficacy of in-store solutions to uncover areas of improvement. Provided inputs for Integrated Commercial Planning by identifying key opportunities and developing channel-specific growth initiatives tailored to meet the needs of customers in each channel. Interfaced with the category team to craft demand generation activities, such as sampling initiatives, door-to-door (D2D) campaigns, and business partner (BP) activities.

• Delivered higher double digit CAGR in modern trade business within the region in a three-year timeframe.
• Deployed Nestlé’s first-ever distributor sampling van in 2022, revolutionizing the company's approach to sampling by introducing a significantly more cost-effective solution.
• Introduced the concept of a modern trade kiosk in Nestlé’s South Asia region in 2022, serving as a 360-degree model for demand generation and tertiary sales activities.
• Orchestrated strategic programs for planning and research, aimed at enhancing shopper insights across various channels and categories.

Ensured the seamless implementation of area-specific Channel strategies. Defined and tracked distribution objectives, including numerical targets, weighted goals, and category benchmarks. Assessed the performance of the field sales team, distributor appraisals, and P&L statements against predefined KPIs. Oversaw the execution of all trade and consumer activations as well as merchandise visibility programmes. Located untapped business opportunities and potential areas for growth. Planned and allocated distributors to expand into promising geographical areas. Provided coaching for direct reports while prioritising career development and succession planning.

• Led and guided the team in executing channel and customer plans, driving desired in-store conditions and achieving sales objectives at the store level.
• Nominated for the "Best Initiative of the Year" award for implementing the Sales Learner's Club, a virtual learning platform focused on enhancing the soft skills of Territory Officers (TOs) and Area Sales Managers (ASMs) nationwide during the pandemic. The platform offered advanced training in MS-Office, PowerBI, Sales Analysis, and more.

Helmed the Integrated Commercial Planning (ICP) process for the category in line with key growth opportunities and action plans. Determined priority channels and geographies and crafted customized Category Channel Plans that drive growth. Conceptualized the in-store vision of success for the category across different channels, ensuring appropriate implementation with effective in-store actions. Realigned channel definitions to adapt to evolving market dynamics and synchronize activities to fuel channel business growth. Analyzed competitor performance and developed proactive responses to maintain a competitive edge. Supported the development of a cohesive performance TTS strategy to strengthen priority initiatives. Created category-channel-specific promotional guidelines and assessed the effectiveness of trade investments.

• Achieved positive growth in dairy for the first time in five years, in addition to establishing a solid foundation for sustained growth in the future.
• Spearheaded Project ONGIKAR, a distribution, business, and awareness campaign for infant nutrition, engaging over 2.7K sales support field personnel and 300+ Nestlé field team members. This initiative played a pivotal role in driving one of the highest category growth rates.
• Directed Project ONGIKAR Rural Deep Dive, a 360-degree initiative aimed at enhancing channel partner operational excellence, expanding outlet coverage, and increasing product and RMP reach through the development of a robust redistributor channel.
• Generated innovative ideas, provided guidance, and launched successful small and mainstream packs in the dairy category.
• Project managed a comprehensive distribution, turnover, and awareness initiative, achieving maximum impact by engaging the entire field force.
• Administered the "Model Cluster Area" project, capitalizing on the vast business opportunities in metro markets

Engineered the multidimensional analytics framework for NBL. Delivered directional leadership for diverse Sales Operations projects, including the Rural Deep Dive and Market Return Management initiatives. Formulated key operational processes, policies, and best practices to advance workflow excellence. Closely worked with the Automation team in continuously improving the Distributor Management System (DMS) and Management Information System (MIS). Defined and conducted regular reviews of secondary, primary, and other incentive targets.

• Laid the groundwork for the current analytics practices, establishing a solid foundation for strategic and informed decision-making.
• Designed innovative resources, including the Channel Category Guide Book, Pocket Docket for Sales Team, and New Sales Bulletin, to enhance the productivity and efficiency of the sales force.
• Received the prestigious Annual award in recognition of exceptional project contributions, such as the RD Model.

Incorporated and maintained best practices in managing distributors, sales support field (SSF) teams, and territory business setups, while ensuring alignment with company policies, vision, goals, and values. Oversaw credit management, trade relations, stock management, and infrastructure requirements in line with market forecasts and demands. Strategized placements for new products to achieve impactful outcomes. Optimized trade budgets.

• Steered the Sales and Merchandising team in maximising the utilization of POSM, POPe, and shelf visibility, resulting in enhanced brand presence and sales performance.
• Attained territory sales targets by effectively managing distributors and sales forces, expanding business reach and depth.