Fares AlRefai

Achievements:
• 12% growth vs. LY (IMS Value - total market) in assigned area 2014/2015
• 25% growth vs. LY (IMS Value - Modern trade) in assigned area 2014/2015
• Launch new channel (Pharmacies) - closing IMS 2015 SR 3M.

Responsibilities:
• Manage both consumer and trade marketing plans, activities and budgets.
• Develop company’s visibility plans in coordination with distributor’s management.
• Develop plans to build-up weighted distribution in each city.
• Develop annual marketing plans along with concerned managers from PVM.
• Participate in annual key accounts negotiations and periodic reviews
• Initiate proposals/ideas to develop any advertising and POS materials to contribute for more effective visibility of PVM products.
• Initiate proposals to optimize price positioning with aim to improve Profitability and allow for additional A&P funding.
• Initiate plans and proposals to rationalize and optimize number of SKU’s sold in the marketplace.
• Maintain on-going market investigation to identify new opportunities and threats in due time.

Achievements:
• 20% growth vs. LY (Volume) 2014/2013
• Increased Net Price average by 0.75 SAR
• Developed new sub-channel (Offices) under Business and institutions channel.

Awards:
PEPSI Knights Award 2013:
Awarded for outstanding performance in 2013 in recognition and appreciation of contribution to the business.

Responsibilities:
• Negotiate and establish Customer Development Agreements (CDAs) for assigned accounts within company’s policies, budget and guidelines.
• Activate local and national marketplace initiatives and promotions to build brand development and maximize brand performance.
• Maintain a physical presence in the field to reinforce the account strategy, in-store execution and adherence to agreements.
• Analyze business trends to develop business growth plans and present periodically business review internally and externally to assigned accounts. Demonstrates high commitment to personal and team’s development, allocating meaningful time and resources.
• Provide direction by reducing complexity and developing clear and simple plans and focus on key priorities by setting milestones to ensure things happen as planned.

Achievements:
• Achieved the department's sales targets for 4 consecutive years, maintaining a year-on-year double digit growth rate.
• Increased brand share from 6% in 2007 to 9% in 2010.
• Successfully launched an additional SKU (330ml) in 2008 capturing 5% of the market by its first year.
• Re-introduced S.Pellegrino Imported Sparkling Water into the market, increasing market share from the average market share of 1% from 2006 to 2009 to 10% in 2010.
• Managed the retail division re-structure and redefined responsibilities which improved operation efficiency and cut operational cost.
• Conducted a comprehensive revision of the incentive scheme that has resulted in a category based incentive scheme. This has allowed better focus on strategically important products, and lowered the percentage of the total incentive amount compared to the total sales value.

Achievements:
• Increased main accounts turnover in 2007 vs. 2006 by 19% and between 2006 and 2005 by 12%.
• Reduced the Out-Of-Stock level through re-designing the merchandising scheme.

In Charge of setting all the arrangement for workshops, Training and Seminars related to the intellectual property in Jordan,