Chief Commercial Officer
Gandour
مجموع سنوات الخبرة :38 years, 1 أشهر
Assess and develop an adequate RTM strategy for Gandour (KSA, Lebanon, and Egypt) to serve and grow our brands
Increase retail coverage while depending less on wholesale
Ensure commercial team are well trained to execute the company strategy
Maintain the growth in the Export Business through acquiring new strategic markets
Introduced the long term budget planning with clear market role
Ensure trade strategy development by market
Align all Business affiliates in terms of commercial process
Classify all trade channel in all affiliates
Revise Pricing strategy per channel per business affiliates
Ensure New products are successfully launched in the trade channels
Manage Trade marketing team and Activities across business affiliates.
Develop the business in existing markets and penetrate 3 new markets YOY
Grow the volume/value in the developed markets.
Maintain and grow performing markets and distributors.
Rationalize none performing markets & distributors and allocated new distributors that are capable of delivering The most suitable RTM.
Establish close relationship with key distributors.
Assess existing structure and recommend an efficient structure that meets the business objectives with clear role profile and responsibilities and develop their capabilities.
Establish SLA with all production entities.
Ensure A&P budget is respected and aligned with market shipment ratio as per pre-agreed percentage.
Change the business model from cost center to profit center
Deputy General Manager
Pellet chips supplier. B2B business selling to chips factories and trading companies.
Develop and execute a strategy that grows the business and profitability.
Establish Product cost by item by production line and focus the organization on profitable items/categories
Establish P&L model
Identify markets/clients with approach by market type that provides better focused approach for the commercial team.
Follow up/ build relationship with Key clients and develop untapped markets
Move part of the fix costs to variable costs (Production, warehousing, sales)
Researched key markets through market visit and assisting in global trade fairs and establish clients contact
Develop market focus strategy.
Snus & Nicotine pouch to be introduce in the defined strategic markets in the Area where the product is legal.
• Plan and execute market entry plan
• Middle East & Africa market overview and priority markets.
• Identify the legality of the product in strategic markets.
• Market entry strategy for every market where the product is legal
• Identify product variant potential
• Ran Consumer research for product and brand acceptance
• Pricing strategy & margins by market based on duties, taxation and trade margins
• Artwork development based on specific legal market requirements and liaise with the printing house on the final artworks.
• Appointing Distributors based on agreed criteria per market based on market strategy
• Follow up orders & delivery with the Factory.
• Order and follow up display units POS materials production & delivery for end markets
• Ensure payments are made on time as per agreed terms.
• Develop product knowledge training for the category
• Develop training program for the sales team (Sweden).
Confectionary and oil business with a large portfolio, operating in all trade channels with direct and indirect distribution.
• Develop RTM approach.
• Introduce proper channel classification
• Improve cash flow and better utilization of the distribution fleet
• Develop Price strategy per channel
• Increased sales revenue by 10% year on year for 3 consecutive years.
• Develop and improving distributor’s performance by turning them from wholesale distributors into active retail distributors.
• Manage the rationalization of the portfolio and Introducing new SKUs from other affiliates.
• Introduce trade marketing approach in a business that was only sales driven.
• Managing price structures, budget and monitoring with full responsibility on sales P&L.
• Achieve heavy increase on direct distribution coverage.
• Invested in real estate in Lebanon
• Managing distribution through own sales force and regional distributors.
• Developing and supporting appointed distributors and continuously assessing their performance.
• Operational plan (strategy/implementation), budget setting for trade marketing & distribution in addition to research and trade agency budgets, volume forecast.
• Conduct full retail census to cover 85% of the population.
• Route to market strategy and implementation.
• Establish and Developing the distribution and trade marketing organisation.
• Implementing the Sales & Operational Planning process across the organisation.
• Develop the trade development role within the company (aligning brand, trade, distribution, supply, finance).
• Planning & implementing electronic sales system for TM&D Channel developments and managing the database.
• Developing In-Store marketing tools and developing and implementing all sales cycle activities.
• Managing the TM&D budget.
• Annual update of the strategic 10 years plan, and 2 years detailed Company plans as part of the management team.
• Developing POS permanent materials.
• Managing &training Promotors program.
• Developing the trade marketing role in and applying the fundamentals of Sales & Marketing.
• Develop and implement the Sales Operational Planning process.
• Contribute to the Strategic plan development for the Jordan market.
• Forecast/Demand import and local manufacturing of finished product
• Sales Coverage rationalisation and assistance in direct store delivery system.
• Training and development of the entire TM&D organisation.
• Handling Suppliers and agencies.
• Developing and implementing trade and consumer off take activities on cycle basis.
• Managing Brand Support Expenditure budget and monthly reporting.
retail census to cover 85% of the population.
Handled several positions in Sales, trade marketing, promotion in KARAM Co/Lebanon, Philip Morris Distributor, Rothmans international and BAT in the Tobacco Industry