Senior Sales Manager
Axiom Telecom
Total years of experience :27 years, 3 Months
Axiom Telecom is the largest telecom distributor and retailer in the Middle East. The company's operations merge wholesale, retail and after-sales care of wireless communications devices.
•Being a ground zero operation in Oman and Bahrain was involved from the preliminary stages of location identification for warehouse and service center, designing and buildup, hiring, ministry approvals and local vendor sourcing etc.
•Responsible for obtaining profitable results through the sales team by developing the team through motivation, counseling, skills development and product knowledge development.
•Manage the sales administration function, operational performance reporting, streamlining processes and systems wherever possible, and advising senior management on maximizing business
•Responsible for managing the sales team, developing a business plan covering sales, revenue, and expense controls, meeting agreed targets, and promoting the organization’s presence throughout Oman and Bahrain.
•Assist in the development of the annual marketing plan, specifically advising on: realistic forecasts for each product and territory (based on historical data, market trends, competitive activity, promotional strategy and sales effort), realistic costs of operating the sales force; and sales promotion programme plans.
•Responsible for the planning, recruitment, direction, organization and control of sales supervisors and sales representatives to accomplish specific objectives.
•Responsible for monitoring the performance of the sales team by establishing a system of reports and communications involving sales reports and cyclical sales meetings
•Plan and implement a specific appraisal system that describes the responsibilities and performance, set individual territory sales and commission targets and administer the commission plan.
•Being part of the training team provide ongoing training for the sales representatives
• Reporting to the CEO with full P&L responsibility for UAE sales operations through direct training, leadership and supervision of Sales Managers, Key account managers and a network of independent distribution centers across the region.
• Implemented wholesale marketing plans, strategies to enhance sales, including customer focus meetings, response surveys and top dealer programs as per brand owner guidelines
• Handled 2.2M units yearly while handling 570 SKUs to provide proper product to more than 800 different places during the off-peak times and 1200 places in peak times.
• Heightened product awareness levels and drove profit margins through negotiations with store owners and purchase managers, stipulating the implementations of in store merchandising displays, product assortments, pricing structures, sales allowances, rebates and monthly promotions
• Work out budgets for Distribution Centers based on thorough forecasts and handle Distribution Centers to function successfully within operating budget.
• Served as primary point of contact for all concerned in relation to inventory replenishments, product shipments, pricing and display issues to ensure expedited problem resolution and customer retention.
• Generated new business through networking efforts and execution of creative marketing plans implemented within strict budgetary guidelines.
• Designed a bonus incentive program for employees that assisted in increasing work profitability
Retail operations
Instrumental in retail startup operations of new luxury Optical / Sunglass stores with a proven record of success in opening new locations and quickly establishing profitability. This new business module started with 2 shop in shop concept stores to eight and five luxury boutique stores in a span of three years.
Retail operations include identifying new locations and negotiating with mall management, coordinate in the design process with interior designers on concept design, materials for in shop construction such as walls, floors, ceilings, lighting and furniture.
Complete stores management, merchandising, buying, marketing, customer service and all facets of running a chain of Optical / Sunglass stores.
Have been single handedly instrumental in this new business module starting from 3.2 million to 23.6 million per annum within three years of operations.
Responsible for daily financial accounting and inventory control.
Enforced loss prevention policyin order to control shrinkage.
Distribution & Operations
Manage day-to-day relationship with brand owners and strategic partners on their brand performance, Inventory control, logistics, market dynamics and consumer preferences by region.
Identify new business opportunities in terms of new brand acquisitions at international fairs.
Assisted in growth of business from 34 million in 2005 to 78 million in 2009
Identified low performing product and redistributed product patterning strategies
Served as a primary point of contact for all concerned in relation to inventory replenishments, product shipment, pricing and display
Involved in the training process of sales team
Performed monthly sales forecasting and competitive analysis to determine product performance levels
Prepare marketing budgets and approve expenditures.
Exhibit products at trade shows and attend trade shows to review competitor’s products.
Liaise with service centre for all service related issues
1. Was involved from the formative stages of planning, selection and implementation of the organization structure & warehousing, product pricing and distribution resources.
2. Implemented pricing and distribution strategies to optimize reach and profitability, increased direct coverage across the UAE for all channels.
3. Design and implementation of below the line marketing activities and promotions
4. New markets, local and international - market analysis and strategy for entry
5. Recruitment and training of manpower
6. Setup and optimization of sales systems
7. Manage and coordinate the activities of Sales Division, decide work priorities and ensure that monthly targets are achieved.
8. Ensure smooth introduction and transition of a new products transition, recommending any modification, improvements, suggestions, etc….
9. Direct my Sales Supervisors towards distinctive execution of promotional campaign and ensure abidance of all relevant instructions.
British American Tobacco is the world’s renowned tobacco group with brands sold in 180 markets around the world. BAT’s Oman division grossed $ 14 million per annum. I had responsibility for managing all Key Accounts, which accounted for 65% of the annual sales revenue. Additional responsibilities were
Supply chain management and retail marketing Management.
Established consumer targeting/segmentation strategies applying competitive market intelligence.
2002 year-to-date program results exceeding norms by about 5%, achieving 30% Redemption, 7% Conversion and 11% Slippage.
Maintain a close working relationship with Distributors to gain high levels of trade support and product loyalty.
Tracked route payment collections activities, product rotation, and operations of handheld terminals
Oversaw revenue, profit contribution, cash, inventory, and customer satisfaction.
Provide sales and marketing MIS, classify, update and maintain database reports, counter competitors activities and plans with effective communication to the management.
Sales Resource management by providing on the job training, merchandising skill inputs to Sales Reps & Merchandisers.
Enhanced program impact via customer acquisition proposals, increasing reach from 12% and 55% penetration rates among competitive and existing buyers.
Planning, design and implementation of POS materials.
PROJECT MANAGEMENT:
Instrumental in the introduction of Quantum software project and key member of ‘Train the trainer’ program.
Designed Trade incentive scheme, In Store Furniture (location, Plano gram & stock cover) & monitor volume achievement.
In Store Furniture development for different channels depending on outlet needs & space availability.
Conducted consumer contact research and feed back, on needs & Brand perception.
In the Indian operations of the multibillion dollar, multinational Tobacco Company, reporting to the Marketing Manager based in Mumbai.
RESPONSIBILITIES
Completed a detailed retail universe audit report with territory mapping & outlet brief for Mumbai, Pune and Goa which were the target markets for the phase 1 launch
Created the database for future markets of phase 2 launch in 4 Metro cities.
Coordinated and monitored market research agency for blend testing and consumer buying patterns
Designed the distribution draft plan for phase 1 launch of the products with identification & verification of the Distribution companies, Logistics, warehousing, C&F agents
Distributed daily workload to ensure all Departments complete work on time.
Work directly with sales staff to determine pricing points.
Directly oversee inventory of all the branches and logistical movement of goods across the region.
Worked the entire market of Maldives to compile the target retail universe and designed the distribution plan for nearly 100 islands.
Did my major in economics and passed with first class Received certificate of recognition from college for social service efforts towards old age homes. Represented my college for inter-college Quiz and Table Tennis championship
Was elected member of the honour society for highest scores in Biology and Social Studies. Represented the school in inter school Table tennis championship Was selected for the inter school debate and painting competition