Sales & Marketing
TMC
Total years of experience :26 years, 10 Months
Key responsibilities
Strategy:
Implemented Marketing and Communications strategies, in line with Brand guidelines and market specificities and in close co-operation with distributor and dealers.
Build and implement Media Calendars, Events and PR plans
Support retail & wholesale departments on the implementation of localized CRM strategies.
Prototype concept Presentations
https://www.youtube.com/watch?v=Jy66eXNJuYU
https://www.youtube.com/watch?v=XOG6UZuVoQM
Communications:
Implement and follow up on effective Communications action plans for the market.
Events Management: Participate in regional events schedule in close collaboration with brands (product launches, POS openings, tactical events, annual exhibitions, etc.) to attaining the desired ROI.
Public Relation: closely managed media relations and PR plans in co-operation with PR team, dealers and PR agencies.
Competition analysis, benchmarking and follow best practices
Developed ROAS
Optimize media communications budget, and designed effective communications campaigns in line with product launches and market dynamics.
Developed and implement a digital communication strategy for CITY TIMES; Iraq.
Retail & Trade Marketing:
Set up and implement sub-retailing plans in cooperation with distributors/brands and Chain Retailers.
Responsible for optimizing TMC’s -brand visibility in all markets in close co-operation with brands.
Responsible for implementing and monitoring the Corporate Visual Merchandising Guidelines, ensuring proper representation of the brand in all networks.
Responsible for defining and implementing the training (planning, roll-out, budgets, local and international training needs)
Regional Management of brands in Dubai.
Supporting both distribution channels by ensuring staff are adhering to brand’s guidelines.
Mystery shopping and follow up with coaching the sales advisors with the support of retail and wholesale teams.
Management:
Recruit, motivate, evaluate, and coach team members, in order to develop them and achieve targets
Define team and individual objectives, and manage career expectations with HR and Managing Director
Business planning period: Assist the team, prepare and present to management the annual Business Plan and monthly reports
Budget:
Manage the budget in line with marketing strategy mix and adapt when needed with MD.
Manage and control the A&P and CAPEX budgets.
Brand Management and Sales:
Provided training and education, focus and sales support to regional network of 15 manufacturers' brands.
Achieved excellent results in selling line of specialized timepieces and watch accessory into key accounts and tapping into retail service center through effective presentation of value proposition.
Monitored inventory product mix by developing a SKU analysis tracker.
Helped review and implemented Business and Distribution strategic plans and budgets with Authorized Distributors.
Propose and implement the Distribution Channel Strategy location wise to achieve the annual sales objectives
Prepared a checklist and implemented action plans for the achieving the set objectives with proper coordination amongst all stakeholders.
Supported Authorized Distributors to participate in Trade Shows
Developed Sales Team Educational Training to help in Sales & increase the sales out.
Implemented and monitored the brand’s presence and image in the market to be according to the brands guidelines
Reviewed on a monthly basis discuss the budgets, problem and solution with the brands regarding any key issues.
Implemented a Location wise sales and targets with in the country sales target.
Provided sales analysis and financial reports to brands
Implement Marketing and Communication strategy, in line with brands guidelines.
Monitor all co-op marketing investments and ensure they are in line with brands strategy
Product Development:
Industry and Time Wear Consultant Offers 360 professional business consultancy services, tailored specifically to provide assistance, direction, and support to companies that want to use wearable timepieces with technology.
SALES MANAGEMENT
- Responsible for the promotion and strategies to establish and grow the brand presence in the market
- Successfully developed and launched 4 new collections that increased market share from 10% to 40% in 3 years
- Developed a short and long-term business plan for the brand that addressed product holes, new markets, distribution strategy and profit estimates
- Developed dealer and end-user marketing collateral and programs that promoted the value proposition
- Initiated new sales coverage strategy (product and location mapping) with the support of sales management that added $2M+ of new distribution business within a year
- Worked closely with brand regional managers to ensure brand was actively penetrating in the local markets
- Reduced Inventory turnover and product availability from one year to four months by reviewing and adjusting inventory levels and production schedules.
- Recommended the nature and scope of present and future product lines by reviewing product mix and requirements; appraising new product ideas and/or product changes.
- Brought new products to UAE market by analyzing proposed product requirements and product development programs; preparing return-on-investment analyses; establishing time schedules with brand manufacturers.
- Determines customers' needs and desires by specifying the research needed to obtain market information.
- Determines product pricing by utilizing market research data; reviewing competition pricing; product spec, anticipating volume; costing special and customized orders.
- Product Education and Training for all the stakeholders
MARKETING MANAGEMENT
- Developed online and online brand strategies and marketing budgets.
- Managed annual marketing budget of USD $2M
- Achieved brand awareness to 25% and publicity awareness to 28%.
- Designed and launched nationwide customer follow-up program increasing overall consumer satisfaction.
- Reduced annual media spending by 16% through negotiating with vendors.
- Assesses market competition by comparing the company's product to competitors' products.
- Implemented product line communications by defining product marketing communication objectives.
- Evaluate promotional plans to ensure that they are consistent with product line strategy and that the message is effectively conveyed
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- Obtained product market share by working with sales team to develop product sales strategies.
- Provided information for management by preparing short-term and long-term product sales forecasts and special reports and analyses.
The main role was to protect the interests of ORIS SA and ensures a smooth service of the needs of consumers and distributors by liaising and coordinating all sales and marketing activities between the distributor and the headquarter in Switzerland.
Responsible for all marketing and sales activities for Oris Swiss Watches in the Middle East, Africa, and Indian Subcontinent and also fully responsible for the budget and the results in the said region.
- Increased sales for 2 consecutive years by average 35% growth
- Was the lead educator for ORIS and educated employees on new products, customer service strategies, and retail selling skills.
- Part of the product development team
AWARD
- Best Marketing Motorsports Category 2010
PRODUCT DEVELOPMENT
- Limited Edition Maldives Watch as a part of ORIS CSR activity.
DISTRIBUTION NETWORK DEVELOPMENT
- Opened new distribution channel in Bahrain, Nepal, Sri Lanka.
SALES AND MARKETING
- Visit and support appointed agents in the region regularly
- Evaluate new agents which are in line with the overall strategy of ORIS SA in countries where the actual agent is unable to cope with the requirements from the headquarters.
- Visit and support of authorized Oris distributors /retailers in each country
- Once a year conducts a session to Motivate and train sales personnel of appointed agents and authorized retailers.
- Organize once a year a 2-day training /regional meeting session for agents (Sales staff, Brand Managers) in Dubai or any country.
- Introduce new models with launch events when they enter into the different market.
- Prepare, manage, and attend Roadshows with retailers in cooperation with the agents in the different countries
Monitor inventory and sales of appointed Distributors.
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Prepare a detailed Business Plan per the country beginning of the year including the SWOT, Key Issues, Mifri, Retail Master Plan, Status Report with monthly budgets, Media Info and Media Plan.
- Prepare the annual sales budget based on the Business Plans
- Support the distributors in sending out min. 6 Oris Mailings to retailers/Consumers per year Organise at least one sales incentive program in cooperation with the agents per year (i.e. scratch card contests, High-Mech - High Cash etc)
- Continuously inform the distributors on the latest developments and work with advertising agencies and media
- Coordinate and approve the retail prices in each country.
- Make sure that all the invoices issued by ORIS SA are paid punctually
MANAGEMENT
- Supervise the smooth communication between agents and ORIS SA Switzerland
- Make sure that all distributors send monthly order planning to ORIS SA
- Make sure that all agents send monthly status report to ORIS SA latest on the 10th each month
- Support the Administration Staff at the headquarter in Switzerland
- Co-ordinate all activities with the authorities, the landlord for Oris Middle East Operations.
- Prepare the annual detailed financial budget in cooperation with Vice President at ORIS SA
- Send monthly Profit and loss statement to ORIS SA
- Keep the accounts daily updated
Prepare monthly local payments
- Prepare the annual financial statement by latest end of January the following year Co- ordinate and supervise the processing of orders/deliveries in co-operation with the Sales team in the headquarter in Switzerland (shipments ex-factory)
DIVERSES
- Provide feedback to Oris marketing and production teams in Switzerland
- Participate in trade fair, marketing, and other meetings in Switzerland
- Send monthly status report to ORIS SA
Send weekly and monthly financial report to ORIS SA
Co-ordinate After Sales Service between agents and ORIS SA
TRAVEL MIN. 80% ABOARD
The reason for leaving the ORIS SA
the Company restructured operation back to Switzerland
DEPARTMENT MANAGER WATCHES & JEWELLERY 2008-2010
Doha; Qatar.
On a two year contract assignment to develop a 50 Million Riyal Department to International Standard
- Implemented day to day operations guide lines
- Marketing Procedure & guidelines was set up
- Marketing Calendar
- Integrated Marketing Communications
- Brand Marketing
- Store Marketing
- Inventory Management
- New Brand Introduction
- Discontinuing non developing Brands
- Sales team special monthly product incentive scheme
- Distribution Network Development
- Retail Concept Store
- Developed brand Shop in shop concept
- New Distribution Outlets
- Exhibition - Doha Watches and Jewellery Fair
- Staff Education
- Training
The reason for leaving the Abu Issa Holding Company
- Contractual Agreement expired
CITIZEN Watches & CITIZEN Clocks
-Growth: Successfully grew the business under severe Brand competition (increased sales of Eco-Drive & Promaster, Campanola). With an average growth of 35%
-New Business Development: Sustained initiatives resulting in increase in business within the region by developing retail business (shop in shop concepts & kiosk) & developing African market & existing markets.
-Developed p-mac the all-new silent salesman concept.
-B-to-B initiative: B-to-B initiative between the agents & top-notch retail outlets.
-Initiated Trade Campaigns from Citizen Watches Gulf Co. through Agents to the End Retailers
-Dealer Loyalty program: CWG club locking key accounts into annual targets. Various tangible and intangible benefits based on achievement of annual targets.
-Product Management: Due to the availability of a large number of SKU’s product mix was reviewed on regular basis to maintain the collections to trend & to manufacture capacity
-Stock Accountability: Liquidating ‘aging’ stocks through various barter deals with Newspapers, Satellite TV channels.
-Market research: Undertaken Market research to initiate & understand consumer preferences on product and purchase patters. Results were passed on to R&D department for developing regional products.
-Marketing inputs to Marketing Managers for each country agents.
-Corporate Sales to leading FMCG and Oil and Gas companies
-Incentive Structure: design and developed staff incentive scheme.
-Culture: Professional environment and work ethics resulting in moving away from the ‘Blame Culture’ to a “Creative Culture”
-I T Initiatives: Worked on several I T initiatives to integrate sales and procurement modules.
-Competitor analysis: Market research identifying gaps in the market and launching product to increase market share.
-Advertising: Developed Product based High-level brand building campaign in the Region. Initiated more Tactical P.R campaigns
-Packaging: Developed all packaging, which was more functional and cost effective.
-Product Differentiation: Launch Product and differentiate it from competition.
-Pricing strategy: Product pricing based on different pricing models
MARKETING
-Initiated M@D Campaign to reposition Citizen Brand Image
-Marketing activities for the entire region.
-Controlled & Verified co-op Marketing Budget for all the Distributors
-Developed Territory Distribution Mapping ( Area Marketing)
-Competitive Brand Market Research
-Coordinated all Product Launches in CWG regions
-Monthly Visits to different markets to study & recommend different strategies
-Liaising with the Advertising Agency
-Developed the concept of Integrated Marketing Communications in Citizen Watches Gulf Co.
-Trade Show
-Developed p-mac Touch screen product.
-Dealer Trade Campaign
-Organized Regional Product -2004, 2005, 2006, 2007
-Organized Regional Agents Meet in Bangkok May 2006
-Organized Basel 2006 Trade Campaign Winners tour.
-Dubai Shopping Festival (2005) Global Village (Japan Pavilion)
-Road Show to launch the world slimmest light watch (Stiletto) & The Ultimate Chronograph Watch (E2100) (Pre & Post session)
-Liaising with all the agents to do Road Shows by providing the Know How’s
-Initiated Sales Channel Campaigns & Regional Consumer Campaigns
-Barter Advertisement with Satellite TV channels
-Developed End-Consumer Loyalty Program & Web Site
DEVELOPMENT
Market
-Re launched Citizen brand in Mauritius, Kenya, Tanzania, Ethiopia
-In Charge of Developing Middle East, CIS & African Market
Product
-Developed Product Mix for Eco-Drive & Promaster Watches
-Developed a complete new product line targeting exclusively Middle East, CIS & Africa markets
-Launched Mid Chronograph Sports Watches
-Standardizing Display Materials
-Standardizing Showroom lay out
-Copywriting & layout designing for all print materials press release information articles
-Education & Training for all the Clients Sales Staff on new products, Sales Skills, Motivational across the region.
In charge of all activities relating to “Time Zone” - an exclusive shop-in-shop network, which is a part of one of the Al Futtaim Watches and Jewellery’s retail distribution channel, reporting to the Divisional Manager.
AWARD
• Machan Award (2000) Al Futtaim Watches and Jewellery.
The first person to receive this award in the company; which is awarded for being; “the most helpful personnel in the company; helping other colleagues for no personal benefit.”
• Certificate of Excellence PAMP Solid Gold Watches.
Awarded a certificate of excellence for improving the sales of PAMP solid gold watches
• Kolber Star
Amongst the retail team awarded, a Kolber star certificate for improving the Kolber sales
JOB PROFILE
• Looking for opportunities, sizing up prospective business and conducting feasibility studies.
• Negotiations with the interested parties with the objective of reducing competition.
• Convincing the management about new projects by floating the idea.
• Preparing Sales Budgets for all the outlets depending on the Sales Performance, Market Condition, Competition and Trend Analysis, Expected Sales Forecast etc.
• Liaisons with mall management to conduct various promotions and thereby ensuring that an Integrated Marketing Communication is achieved.
• Analysis of Competitive Products, Brands and Channels to assist the Marketing Department of AFWJ in preparing marketing plans and pricing strategies for Time Zone.
• Maintain Al Futtaim standards in each outlets of Time Zone by planning, monitoring, controlling and recommending for brand and model selections, stock ordering and local purchase.
• Extensive traveling to all Emirates and manage Allocation process to ensure a balanced inventory among the different outlets.
• Conducting training for staff on new products, customer service, motivation, leadership, and retail selling skills.
• Responsible for After Sale Service and Customer Complaints and liaison with the Principals with a view to provide solution for the same.
• Responsible for Selection of New Showroom Design to ensure standardized interior design
• Follow ups for payments and liaison with accounts department for payment and collection of bills.
• Responsible for efficient store operation, inventories, cash and staff management and problem solving.
• Product knowledge of all the Watch brands associated with the company as well as the competition.
• Sales and customer service in accordance with the corporate objectives.
• Training most of the new retail sales representatives on retail selling skills, leadership skills and motivation.
• Monitoring and providing feedback on the promotions conducted by the company as well the competition.
JOB PROFILE
• Responsible for a particular brand and was in charge of the complete stock reordering and merchandising.
• Customer service in accordance to company objectives.
• Handled brands like Westar, Seiko, Raymond Weil, Jewellery, Fossil, Nike and Casio etc.
• Product knowledge of the brands handled and associated with the company.
CAREER ACHIEVEMENTS- AL FUTTAIM WATCHES & JEWELLERY
• Conducted various Sales Promotions in Time Zone to create brand awareness and increase sales volume.
• Successfully organized Road Shows for Al Futtaim Watches. The first person to organize a Road Show with live music and Bikes for a Sport watch “Catamaran” and the “Go Girls” Road show for “Esprit Time wear”.
• Assisted the Brand and Marketing Managers of “Westar” and “Esprit” to organize and manage Kiosk in Live concert or Sports Venues.
• Organized various promotions exclusive for members with Cultural Associations like Indian Association Sharjah.
• Selected among the retail team by Westar Watches Company to conduct a dealer market study on Westar Watches and its competition.
• Conduct a Live on location interview with the customers on the customer satisfaction on the retail service provided for the General Manager.
• Certified Retail Trainer from Al Futtaim Training Centre and trained most of the new retail sales representatives on retail selling skills, leadership skills and motivation.
• During the implementation of SAP software program assisted the engineers and was a super user to the retail showrooms. Trained and solved any initial problems faced by the retail showroom representatives.
• In charge of a counter during the Eid Festival held in Sharjah Expo Centre. Had to manage the overall setup like staffing, stocks, merchandising and cash management.
Presented a project on how 3G technology, a concept unheard of then, can be used in intergrated marketing communication.The project focused on how 3G technology could revolutionize Marketing .