Trade Marketing Manager - Insights
PepsiCo International
Total years of experience :24 years, 10 Months
• Leading the project of SKU Rationalization and recommended the SKUs to be delisted.
• Developing the Must Stock List (MSL) for the different channels focusing on the higher turnover SKUs.
• Developing monitoring tools that tracks market dynamics, brands performance and highlights opportunities.
• Developing In-Store Execution guideline (RAPS) for the different channels, growth of 25% in implemented stores.
• Instrumental in augmenting Minimarket Channel volume & value growth by 21% & 24% respectively in 2012.
• Translating Marketing strategies into Trade channel activity plans including: brands role, in-store positioning, promotional guidelines, selling stories etc. for current range and New Production Development (NPDs).
• Development of smart solutions (including Range, in-store activities, and promotions) which are built on shopper insights that will maintain our market lead & differentiate PEPSICO from competition.
• Managing the relation with the Partner and developing their business to meet ZAIN’s requirements which includes:
I. Managing orders, inventory, sales activities, national distribution coverage and reporting responsibilities
II. Monitoring partner financials and ensuring on-time payments
III. Managing partners’ sales teams to achieve ZAIN monthly KPIs
IV. Monitoring partner business roll out in the different channels (Retail, ZOOM, and Alternative Channel) & support in developing suitable business cases to capitalize on better business opportunities
V. Conducting Weekly & Monthly meetings with the partner key decision makers to review the business progress (KPI achievement) and to agree on the way forward
VI. Providing on job and field training to Partner’s Managers, supervisors and distribution coordinators
• Monitor competitor’s sales activities within the market place
• Exploring the universe and identifying the important channels that fits with ZAIN Go-To-Market strategy
• Evaluating, acquiring, & developing relationships with the right Alternative Accounts to sell ZAIN products based on understanding the target segment of each account
• Periodically conduct account reviews with the key decision makers of the Alternative Accounts based on the assigned KPIs of each account to agree on the appropriate action plan to meet the assigned targets
• Conducting market visits to:
I. Ensure ZAIN products availably
II. Ensure trade knowledge of ZAIN products
III. Check Marketing POS and Promotions
IV. Monitor competitors activities
• Leading a team of supervisors to ensure the proper deployment of ZAIN Go-To-Market strategy
• Guide product placement (including promotions) in the different channels that will serve the objectives of both Marketing and Sales Departments and maximize products sales
• Conduct Shopper & Trade researches to develop a better understanding of the Consumer (Shopper) and Customer (End User) of the category
• Guide In-Store Product Execution to attract consumers purchases
• Producing and distributing sales supporting items (Rack, Off-Shelf Display, Gondola, POS, etc) that fits the different channels needs
• Monitor Market Share performance across the different Channels/Regions
• Understanding the market structure to strategically plan for voucher (scratch cards & e-solutions) distribution in key channels
• Managing voucher distribution within channels & remote cities
• Conducting market visits to:
V. Ensure the availably of the vouchers range (distribution) & price stability
VI. Check Marketing POS and Promotions
VII. Monitor competitor activities (voucher range, prices, & promotions)
• Prepares voucher purchasing & recharging reports and related analysis:
I. Generate daily & weekly voucher recharge report that summaries recharge activities
II. Based on the voucher recharge reports, take actions to improve voucher sales
III. Provide the Sales team with a weekly voucher purchase report that summaries the sales activities by partner
IV. Analyze partners’ performance against targets and work on improving their sales achievements
• Evaluate consumer voucher promotions performance
• Plan trade promotions to improve business & evaluate performance
• Educate partners about Mobily implemented e-solutions and work with them to improve the distribution and efficiency of the e-solutions
-Managing the Retail Audit (RA) operations and circulation within the company.
-Analyzing the RA data with Unilever Arabia (UA) In Market Sales (IMS) sales to ensure the reliability of the data through the Pick Up Factor.
-Monitoring and analyzing the market status from Retail Audit view and working on improving our brands performance in the market by working with the brand managers based on the findings.
-Training the new comers to the business on CMI tools (Retail Audit, Tracker, & NabdSouk) to have a better understanding of the market.
-Conducting field and consumer visits to ensure the robust of the data provided from the agencies.
-Enhanced (CMI Pulse) system, which was the central CMI continuous related data library.
-Assisted the Category Managers in managing the Home & Personal Care categories (HPC).
-Handled the Demand Planning Forecast of the HPC categories by channel.
-Handled the coordination of the promoted products between the supply chain and the sales teams.
-Analyzed the market status from Retail Audit view and worked on improving our brands performance in the market by preparing Retail Audit Summary Reports.
-Trained the sales teams on Retail Audit to have a better understanding of the market.
-Conducted market visits to the different channels.
-Managed the operational process of Ad-hoc research projects for the Home & Personal Care categories.
-Handled full research projects network from briefing to final presentation.
-Ensured that Unilever research standards for fieldwork, data capturing and analysis are applied and imporved upon by the agencies.
-Worked on analyzing Retail Audit and Tracker data and to presented finding to the respective teams
-Conducted consumer & field visited.
Worked for 7 months as IT trainee as part of my studying curriculum that is required to graduate. I was working as database developer and help desk. I was involved in network administrating.
during my university studying, I was working for Lucent as their representative at King Fahd University of Petroleum and Minerals (K.F.U.P.M.). I used to do the organization work at the university and organize for the exhibitions that takes place in the university such as Career Day and Open Day.
It is the best university in Saudi Arabia and Middle East in Engineering and Industrial Management majors. I joint September 1997 after I finished my high school and took MIS major. I choose this major because of my love to the PC and because it combines between the management and the use of PC. I have graduated on 4/June/2002.