Brand Manager
Mohamed Naser Al-Hajery & Sons Ltd
Total years of experience :25 years, 0 Months
FMCG (Consumer Goods)
Support the sales team by monitoring volume & value sales to ensure achievements of targets by brand by outlets.
Develop trade & consumer marketing & promotional plans by brand/sku and monitor their implementation & evaluation. activations, branding, digital marketing and
campaigns implementation.
Liaise with principles/suppliers to ensure successful implementation of all planned promotional activities.
Minimize sales returns/damaged goods & short expiry products by monitoring returns by outlets & develop a plan to disperse.
Formulate annual sales plan/budget that include forecasting and A&P Budget.
Regular visits to the market to evaluate distribution gaps & opportunities, monitor competitor pricing, planograms & promotions.
Monitoring the ageing file to formulate liquidation plan with support from the suppliers.
Ensure claims being raised and sent to suppliers for their timely support for certain A&P as agreed in the agreement.
Category Management of 3 categories: Outdoor, DIY & Automotive.
Develop long-term strategic objectives for the categories based on detailed knowledge of category trends, competitors, consumer preferences and demographics, as well as POS and other relevant data.
Establish strategy and analysis plans for assigned vendors, which address sales, inventory, turns, and GMROII (Gross Margin Return on Inventory Investment).
Negotiate long-term, mutually advantageous programs with assigned vendors that will drive sales while providing for the greatest possible competitive edge and growth
incentives.
Provide credible and market-based pricing guidance that produce desired margin goals and meet the needs of the customers.
Ensure proper inventory health and actively pursue inventory, balancing between pro table inventory and non-pro table inventory.
Establish and foster strong industry relationships with vendors and customers.
Define financial goals, champion the growth of the category across all company
functions, and provide influence in all decisions that affect the performance of the
category.
Products: Notebooks, Tablets, Accessories, Projectors, Software, Home Networking and Printers.
Accountabilities:
•Supervising category management of over 20 brands and over 1000 SKUs across the entire IT segment.
•Handling the relevant information on consumer & competitors, identifying trends, formulating business strategy plans and carrying out analysis.
•Functioning as Leader and developing a collaborative working environment among team members.
•Addressing the process issues and recommending ways to continually improve the team interaction.
•Involved in product categorization/classification for the Xcite.com online project during the initial stages of project implementation.
Significant Highlights:
•Instrumental in enhancing Microsoft attach rate from 0.5% to 9%.
•Steered efforts for initiating tie-up and operations with Viva Telecom.
•Played a pivotal role in growing the business of Symantec, Microsoft, Cisco & HP substantially in 2010.
•Successfully handled business volume worth $ 20 million p.a.
•Streamlined the phase-in phase-out process for smooth and fast liquidation of discontinued/ageing inventory.
•Implemented “Dare2Ask” program for Microsoft Office to increase the attach rate substantially.
•Appreciation letter received from the V.P. for increasing the overall business for my category.
IT (B2B)
Products: Notebooks, Monitors, ODDs, Projectors & Recordable Data Devices.
Significant Highlights:
•Actively involved in managing the product lifecycle including pricing, positioning, forecasting & planning, sales & distribution of all LG IT products.
•B2B Sales & Distribution: Power Retailers, SMBs, Govt sector & Dealers
•Successfully guided a team of 3 Executives including Marketing Analyst, Sales Executive & Retail Executive.
•Steered efforts for setting the LG IT business in the Kuwait market entailing dealer / distribution channels, corporate as well as retail.
•Significantly managed business volume worth $ 7 million p.a.
PRECEDING TASKS
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