Senior Key Account Manager
Agthia Consumer Business Division
Total years of experience :15 years, 1 Months
Overall responsibility of establishing strong strategic partnership with 38 Modern Trade Key customers, consisting of more than 238+ doors and general management responsibility of a large team.
Led sales force consisting of 150 staff, which included SSS Sales Manager, Key Account Executives, Operational managers, Merchandising Supervisors and Merchandisers, responsible for creating robust sales plan, channel strategy, process management and ensured delivery of continuous growth in profit, market shares on total AGTHIA portfolio with Annual Sale of over US$ 235 Million.
Annual Business Size: US$ 185 Million (Key Accounts / SSS / CVS / Travel Retail / Wholesalers & E- Commerce)
Led the building and maintaining strategic partnerships with International Key Accounts (Carrefour, Lulu, Spinneys and Panda) & National Key Accounts for entire Agthia Brand Portfolio (Al Ain Water, Beverage Brands such as Capri - Sun, Al Ain Fresh, Dairy Brand Yoplait and Food Brands such as Al Ain Tomato Paste, Al Ain Frozen Veg, Al Ain Olive Oil, Dates, Grand Mills Flour & Grand Baker products worth US$ 185 Million.
Formulated strategy and successfully implemented to build Al Ain Water to #1 water brand in the Modern Trade, resulting to Al Ain Water being the #1 water in UAE overtaking the brand leader, Water Sales contributed to 63% of the sales in 2009- 2014.
Successfully integrated additional brands Al Ain Tomato paste, Al Ain Frozen Veg and Grand Mills to the Agthia brand portfolio and the sales team integration was done within the agreed deadlines of the integration project.
Launched NPD’s and gained leadership positions in the Modern Trade.
o Relaunched, Gained 100% distribution on Capri-sun Worlds #1 Kids Juice drink in the world
o Launched Yoplait, 100% Activation & Distribution, # in Kids Yoghurt and # 2 in Value Added Fruit Yoghurt
o Launched Monster Energy Drink, 100% Activation & Distribution, Aggressive Visibility Guidelines delivered.
o Chiquita Tetra Pack juices achieved target distribution as per plan for Modern Trade customers.
o Value Added Range in the Al Ain Frozen Vegetables achieved 95% of target distribution.
o Ultra-Fresh, Short Shelf Life Al Ain Fresh Juice -10 variants, Achieved target distribution, highest in category
o NPD and Line extensions on Al Ain Ketchup, Al Ain Tissue, Achieved target distribution as per plan.
o Grand Baker - Ambient Bakery, Achieved 95% of the target distribution by the close of the launch month.
Set and steer department goals, policies, strategy, ensure understanding and lead the deployment of the annual plan for all KEY ACCOUNT customers (Carrefour, LULU, Spinney’s & Co-ops) Led the annual regional negotiations and finalize the BDA and rebates for all 38 Key Account customers as per approved budget & plan.
Introduced joint business plan and custom driven annual promo plans with TOP MT/KA’s (Carrefour, Lulu & Spinney’s) Conducted timely customer reviews to determine opportunities and revise plans to ensure sales growth is achieved.
Managed cash flow, trade spend, closely monitored all primary visibility agreements with Key Super Market chains linked all spend to visibility and hardware counter parts to improve Sales/ROI. Increased channel profitability by managing Primary & Secondary budget, review spend ROI & others researched techniques.
Successfully completed distribution by sampling High Frequency Stores and their coverage opportunity to drive higher sales on P&G sales in the United Arab Emirates. The study was completed by providing business models to drive higher coverage and to optimize the routes by identifying potential outlets and range selling to drive higher sales with limited resources.