Traditional Trade National Manager
Recitt Benckiser (RB)
Total years of experience :31 years, 2 Months
• Managing a business of 93M USD through direct reports (6 Regional Sales Managers) for the wholesale & third party (Arabian Trading Supplies) for van operation (46 Vans) for KSA.
• Ensure building a highly talented team during the hiring process & maintaining the continuous coaching, training, motivating & evaluation (PDR) to do the necessary actions regarding the high & low-performance persons.
• Preparing the annual & monthly operation plan for both Wholesale & Van & defining the KPI’s per region ( IMS, MSL, Neomeric distribution, weighted distribution, active customers, productivity & drop size).
• Following up with the team to achieve these KPIs & supporting them to overcome the challenges.
• Elaborating the monthly sales forecasts at the national level, establishing the products needed, and communicating with the supply chain department to assure the required products & quantities as per the run rate, seasonality & marketing activities.
• Defining the yearly & monthly trade spend & creating the trade activity, loyalty programs, sell-out programs & team incentives after collaborating with the Marketing Department.
• Monitoring & analyzing the performance of these trade activities & taking the corrective actions at the right time to get the maximum benefits from it.
• Managing the P&L to insure the company profit & planning to optimize the trade spend.
• Building a very solid relationship with the top customers by ensuring the monthly market visits.
• Negotiating with the top customers to sign the annual contract & ensuring that the customers respect the contractual terms and conditions and also the credit limits established or proposing their modification.
• Collecting & analyzing the information regarding the competition in the market & reporting it to the LTM.
• Monitoring & analyzing the trade stock & ensure it is in line with the company strategy.
• Monitoring the collection process & ensuring that no customers exceed the credit limit & achieving the collection TGT.
• As the company has no head of traditional trade, I worked as Trade Marketing Manager but managed the whole traditional trade business (Trade Marketing + Sales).
• Managing a business of 75M USD through direct reports (6 Regional Sales Managers) for the wholesale & direct van operation up to the end of 2019 & starting third party (Arabian Trading Supplies) with 46 vans in 2020.
• Maximize off take on company brands through developing sell-out programs with the appropriate Point of Sale Material (POSM) with Brand Managers & Sales Team.
• Plan in conjunction with Head of Trade Marketing, Brand Managers & Sales Team the merchandising tools.
• Launch Support
- Plan in coordination with Marketing and Sales the distribution plan & support for all new launches.
- Develop sales presenters & roadshows for partners' sales teams whenever needed.
- Conduct periodic trade visits to assess new launch implantation & distribution in key customers.
- Assess launch success & prepare a closing report for major launches.
• Yearly Promotions Planning / Management
- Develop a yearly promotional plan on brand level & country level in line with brand guidelines, Sales feedback as well as shoppers' insights.
- Align Brand Managers to take into account respective feedback & suggestions.
- Present to the GM, Head of Trade Marketing & Marketing Director the proposed yearly promotional plan for approval.
- Align finance on the promotional cost by promotion & all related charges.
- Develop with Brand Managers, trade Marketing packaging artwork once the plan is approved.
- Forecast, produce & ship promotional packaging to the market within agreed timelines.
- Ensure packaging quality is always best in class.
- Manage Trade Marketing budget efficiently & ensure cost policies are applied to have in mind optimization between quality & price.
• Promotions Evaluation
- Pre & post promotions evaluation through estimated ROI, IMS figures, sales team & market feedback as well as market data readings when applicable.
- Work closely with Finance to validate all promotions for future planning and efficient achievements.
- Category analysis and data analytics using Advisor to identify distribution gaps, channel development opportunities in the assigned categories, and brand portfolio.
- Ensure full understanding of changes in trade dynamics and development in the traditional trade industry, to recommend effective channel & sales strategies that will give the company a competitive edge.
- Monitor and evaluate the effectiveness of trade promotions and in-store promotions to determine whether these meet the company's objectives.
- Interact with Marketing regarding deadlines/lead time required for promotions, pack/price changes, new products, etc to ensure effective implementation by the sales force.
- Design and implement price surveys on selected brands to track and graph trends over periods, for purposes of recommending pricing strategies based on information received.
- Design and monitor a competition activities feedback report to track frequency and types of promotions taking place in the various trade sectors, documenting such activities for analysis, reporting, and future reference purposes.
• Achievements:
- Successful in delivering year-on-year sales growth 45 % in 2018 over 2017, 35 % in 2019 over 2018 & 25% in 2020 over 2019.
- Increasing the distribution from 60% to 80%
- Increasing the market share for each brand.
- Efficiency in trade spend - Reduced by 4% in 2018 over 2017 and 3 % in 2019 over 2018 & 5% in 2020 Vs 2019.
- Decreased average accounts receivable (AR) days from 90 days to 30 days for WS & from 7 days to cash for the Vans.
- Managing directly the van operation for 60 Vans through 6 Regional Sales Managers.
- I was a member of the committee implementing the VOE ( Van Operation excellence) for the 1st time in Arabian Trading Supplies.
- Ensure building a highly talented team during the hiring process & maintaining the continuous coaching, training, motivating & evaluation (PDR) to do the necessary actions regarding the high & low-performance persons.
- Preparing the annual & monthly operation plan for the van operation & defining the KPI’s per route ( IMS, MSL, Neomeric distribution, weighted distribution, active customers, productivity & drop size).
- Following up with the team to achieve these KPIs & supporting them to overcome the challenges.
- Elaborating the monthly sales forecasts at the national level for vans, establishing the products needed, and communicating with the supply chain department to assure the required products & quantities as per the run rate, seasonality & marketing activities.
- Defining the yearly & monthly trade spend & creating the trade activity, loyalty programs, sell-out programs & team incentives.
- Monitoring & analyzing the performance of these trade activities & taking the corrective actions at the right time to get the maximum benefits from it.
- Managing the break-even point for each route & P&L for the full van operation to ensure the company profit & planning to optimize the trade spend.
- Building a very solid relationship with the top groceries by ensuring the monthly market visits.
- Collecting & analyzing the information regarding the competition in the market & reporting it to the LTM.
- Monitoring the collection process & ensuring that no customers exceed the credit limit & achieving the collection TGT.
• Achievements:
- Successful in delivering sales growth 15 % in 2017 over 2016.
- Increasing the numeric distribution from 40% to 60%
- Increasing the market share for each brand.
- Decreased average accounts receivable (AR) days from 30 days & 7 days cash for the Vans.
• Managing a business = 215M SR through 100 persons • Dealing with all the channels ( Modern Trade, Wholesale & Van) • Hiring - evaluating - coaching & training. • Forecasting the target & Budget for each area. • Sharing in the planning & execution of the marketing plan (Canvass brief - activities, primary, secondary placement, FSU & POSM) with the customers activities. • Negotiation with the Key accounts for the CDA (Cust. Development Agreement). • Planning to achieve the TGT's (sales, collection, market share- numeric & weighted distribution) • Analyzing the sales, marketing & P& L reports • Follow up the competitor activities & report it to my management. • Follow up the credit not to exceed the limit (DSO) • Building a good relation with the top customers. • Controlling the L&P.
Regional Sales Manager
T.D.M ( Territory Developing Manager)
MBA (Online)
Bachelor Of science - Chemistry department.
