National Sales Manager
Heineken
Total years of experience :21 years, 10 Months
Managed a business of 48 M USD and increased sales of modern trade channel by 8% and on-trade channel by 9% year 2016 vs. 2015.
Increased distribution of Rayess brands in Mount Lebanon by 7% up to June 2017.
Grew sales of Laziza brand by 7.6% year 2016 vs. 2015.
Reduced variable selling expenses by 11 % year 2016 vs. 2015.
Launched SEM and improved penetration of slow moving skus by 5% YTD June 2017 vs. 2016.
Reviewed trade terms and reduced discount to customers by 1% year 2016 vs. 2015 and 0.5% YTD June 2017 vs 2016.
Changed RTM in Mount Lebanon and regained back control of 27 keys customers.
Managed a business of 65M USD and increased sales by 10% year 2013 vs. 2012 and 3% year 2014 vs. 2013.
Designed a performance based new reward system for sales team based on KPis that improved clients dealing by 7% in 2013 and 4% in 2014.
Improved distribution of Huggies Diapers in Pharmacy channel by 12% in 2014 and 7% in 2013.
Assigned new distributor for OCP in the Bekaa in 2014 and increased sales by 17% in same year.
Establish an effective sales meeting structure & reporting System across the organization.
Optimized sales force structure and reduced number of sales reps by eight in 2013 without affecting the productivity of the sales team.
Managed a business of 30 M USD and increased sales by 19% in 2009 and 21% by 2010 and 26% in 2011.
Improved P&L gross margin from 26.6 % to 33%.
Identified areas of potential cost reduction and reduced back office shared cost from 40% to 30%.
Rationalized entire company product portfolio (Reduced from 315 skus to 195 skus while maintaining positive sales growth of min 18% from 2008 to 2011).
Improved UTC working capital from 3.2 month to 2.5 month of Sale.
Attended trade shows and launched five new brands (Pyrex, highland water, Golden Phoenix, Khaleej & Farm Frites) and developed own label brand Ajwad.
Improved DSO to an acceptable level of 60 days.
Build sales team from scratch and led 60 resources including seven senior managers.
Put UTC on retailer’s agenda especially Panda, Carrefour & Othaim.
Managed a total business of 12 M USD and increased sales year 2007 by 15% (Egypt), 21% (Jordan) and 25% (Iraq).
Raised P&L bottom line margin to 51% from previous 44% in total managed markets.
Registered 45 new products in Egypt and 20 new products in Jordan.
Reduced stock days year 2007 from 70 to 55 (Egypt), 65 to 50 days (Jordan).
Assigned distributors in remote areas in Egypt that contributed to the distribution improvement of Nivea cream (blue tin) from 11% to 15% in 2007.
Established a new branch for distributor in Sharam El Sheikh.
Awarded the country development manager of the year 2008.
Increased Sales YOY by 20% in Morocco for 2 consecutive years
Increased Market Share of Mortein by +5 point in Morocco
Successful Mortein and Dettol launch in Tunisia
Effective Product launch of Vanish Oxi Action, Veet, Easy of Bam in Malta
Decreased Distributor Stock level from 95 days to 60 days in Morocco
Improved Distributor Return on Investment across all distributors
Raised P&L bottom line margin to 51% from previous 44%
Improved sales executional excellence of RB products across all distributors
Optimized trade spending (% of Shipments)
Established head office in Baghdad and three branches in Mosul, Basra and Kurdistan
developed excellent relationships with local partner
Maintained three fold sales increase until 2004
Build customer database with 1200 customers
Recruited/trained and managed 24 sales rep and 6 supervisor and 3 branch managers
Installed Dolphin oracle Software for accounting and stock module
Worked with 11 suppliers
Setting/updating Weekly Journey plan for all sales reps and following up on daily visit plan
-Responsible for the Implementation of the marketing plan
-Preparation of the weekly meeting with Sales Force (direct Sales)
-Preparation of the weekly, quarterly and annual meeting for Sales Force
- Responsible for achieving KA sales forecast.
- Preparation of the trade marketing & promotional plans.
- In charge of preparation/finalisation of the Business Deal Agreement
- Development of category management within accounts.
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