Head Of Sales
AWS Distribution LLC
Total years of experience :15 years, 9 Months
Offered a leadership role in broadening market penetration within UAE and regional accounts while promoting the entire range of AFRA electronics electricals, and home appliances with responsibility on product, promotion, pricing, and Channel management.
Key Achievements
. Built the revenue stream from scratch focusing on achievement of division’s set goals and objectives.
. Negotiated commercial terms with key retailers like Safari, Ansar, Madina, Nesto and Safeer group.
. Activated more than #70 POS counters in traditional dealer channel & discount store across UAE.
. Identified and developed business prospects in regional markets like Oman, Qatar, Bahrain and Saudi.
. Partnered with local re-exporters for few markets in Africa to increase trade volumes and reach.
Oversaw sales and end to end operations to ensure topline targets are achieved.
Streamlined revenue cycles with key dealers and discount stores for range of company’s product line up under Dr. Volt Electricals, Good Baby - Diapers and Baby wipes, and Stay Dry - Sanitary Pads.
Supervised debtor management and market receivables within the pre-defined credit norms.
Nurture commercially productive business relations with traditional and modern trade partners in the distribution channel across UAE.
Successfully distributed a comprehensive range of quality and innovative line up of AKUSTIC Consumer and Digital Lifestyle Accessories (Telecom, Gaming, IT, Digital Lifestyle & Entertainment) while heading the responsibility for P&L, sales and business, operations, market development, client servicing, channel pricing, merchandizing & product sourcing and supply chain.
Worked with the sales and merchandizing team on marketing and pipeline of trade opportunities within the ecosystem of Dealers/Retailers/E-commerce/Wholesalers/Exporters.
Streamlined internal processes in support of order processing, pricing, stock management, client listing, credit approvals, market incentives and performance review.
Enforced Credit Control; reconcile SOAs, timely payment collection in improving Cash flows.
Drive commercial growth & distribution of FELTRON with full responsibility for all aspects of the company's operations including: Business Strategy, Budgets, Sales & Operations, Product Sourcing, Trade negotiations and Team building to maximize sales and profits.
Key Achievements
Spearheaded a team performance of #45 in chasing a revenue target of Aed: 48Mln/pa.
Introduced a new range of Personal Grooming products contributing 10% to top-line.
Inducted new sub-categories and market savvy models under Appliances improving the overall category revenue by 30% and GP by 12%.
Added wide range of electrical and rechargeable Fans, Emergency Lanterns and Handheld torches.
Collaborated with marketing agency on ATL & BTL programs, Roadshows, Radio Spots, Retail marketing and calendar promotions to ensure effective brand communication, penetration, visibility and sell-outs.
Activated Oman, Qatar, Sri Lanka and Tanzania generating revenue of Aed 3.5mln/pa.
Travel to trade exhibitions and factories in far-east mainly HK and China.
Introduced prominent vendors critical to supply chain, product quality and competitive pricing strategy.
Oversaw business relationship with power retailers like Sharaf DG, Emax, Plug-ins, HyperPanda, LULU (EMKE group), Geant, Carrefour, Jumbo, E-City, Jacky' s and network of Independent Resellers, and dealers in UAE. Negotiate annual contracts, rebates, product / SKU listing, promotions, display matrix, booklet feature, promoter placement and event participations with the central office and category heads. Optimize sell-in and sell-out; implement pricing, run consumer and trade promotions, enhance brand visibility and planograms, ensure adequate back stocks, manage event participation during DSF, DSS, Shoppers, Gitex, and resolve operational issues all in the interest of generating revenue.
Key Achievements
Achieved annual target of Aed: 96mln in 2014 from Aed 66mln in 2012.
Mentored, appraised, and led a sales team of #68 in exceeding revenue and profitability goals.
Reinstalled LED panels business into Carrefour with an annual target of Aed12mln in 2013.
Negotiated & implemented ‘Large Screen Wall’ concept with Carrefour at MoE, Deira & Mirdiff city Centre for displaying SHARP 60, 70 & 80” LED panels improving units sales by 40% .
Listed SHARP Air-Purifiers with SDG, Emax & Plug-Ins garnering average sale of 450units/pm.
List SHARP in E-City in 2014 with an annual turnover target of Aed 3.6mln.
Spearheaded product selection, sourcing, procurement, vendor management, trade negotiations, purchase planning, SKU monitoring, forecasting, pricing & benchmarking, order & re-ordering, market mapping, visiting trade fairs and exhibitions.
Key Achievements
Jointly negotiated brand licensing with principals for MDA & SDA category.
Collaborated with vendors based on KPIs - Quality, Lead Times, MOQs, Price, After-sales support Warranties, Manufacturing capability, RD strength, Certifications and Industry Goodwill.
Developed partnerships with premium manufacturers like Hisense, Homa, Haeir, Midea, TCL, Konka, AUX, Panda, Chanhong, Galanz, Simfer (Turkey) into company’s vendor list.
Negotiated pricing for more than 250 items with a purchased value of US$8 million/pa.
Introduced market savvy range of Televisions, Portable DVD players, H/Theatres, Micro-Systems, Home Appliances (Air-conditioners, Refs, Washing Machines, Gas Cookers, and Microwaves), Personal Grooming, Consumer Goods and Accessories).
Analyze market trends, demand & supply patterns, track competition and recommend extensions in product lines, new product categories, and packaging designs, secured adequate supply of spare parts and negotiated closure of compensations if any.
Encouraged direct shipment concept for large volume export orders with cross trade shipments lowering the handling cost per transaction, improving the topline by 25% and bottom-line by 4%.
Frequently travelled to Hong Kong and China to explore sourcing opportunities
B.Com (Second Year)
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