Brand Director
Radwa Trading Co.
Total years of experience :27 years, 1 Months
July 2016- Present: Brand Director, Radwa Trading Company.
Key Responsibilities: • Managing and maintaining the relationship with Beauty brands principals.
• Managing the division team (commercial team, BAs. Trainers, brand analysis and marketing team).
• Setting sales budget by channel, line of business and sales category.
• Setting purchasing budget and monitoring stock in terms of aging, duration and discontinuation.
• Fostering two-way communication with the logistic team for streamlining delivery of purchasing orders.
• Building local marketing activities plan with the brands principal based on the planned calendar (new launches & promotional activities) and managing ideal execution of the brands regional plan.
• Negotiating with major retailers across the Kingdom to secure the best execution for marketing activities/ new launches & promotions campaigns to reach the optimum sell out figures.
• Communicating the brands strategy to the commercial team to outcome the best sales results and monitoring the implementation.
• Managing lucrative relationships with principals and sales team for assessing customer needs/specifications, thus enhancing the sales.
• Designing the marketing expenditures based on A&P budget and in line with brand activities calendar.
• Monitoring and supervising the training activities to the division sales team and key accounts teams as well to achieve high productivity and best performance.
• Full responsibility of the division P&L
September 2014- June 2016: Perfume Division Manager
Radwa Trading Company.
Job Role: Marketing & Brand Management
Key Responsibilities:
• Managing and maintaining the relationship with the brands principals.
• Setting sales budget by brand, channel, line of business and sales category.
• Setting purchasing budget and monitoring stock in terms of aging, duration and discontinuation.
• Fostering two-way communication with the logistic team for streamlining delivery of purchasing orders.
• Building marketing activities plan with the brands principals based on the planned calendar (new launches & promotional activities), implementing and adapting the strategic marketing campaigns.
• Negotiating with major retailers across the Kingdom to secure the best execution for marketing activities/ new launches & promotions campaigns to reach the optimum sell out figures.
• Communicating the brands strategy to the sales team to outcome the best sales results and monitoring the implementation.
• Managing lucrative relationships with principals and sales team for assessing customer needs/specifications, thus enhancing the sales.
• Designing the marketing expenditures based on A&P budget and in line with brand activities calendar.
• Monitoring the training to the sales team to achieve high productivity and performance.
• Responsible of the department P&L.
Company Industry: Distributions and Logistics
Job Role: Management
The Company is one of the leading distributors of cosmetics and perfumes across GCC and Middle East Region.
Highlight:
• Steered the entire spectrum of distribution and retail operations for the company brands in the Saudi market.
Key Responsibilities:
• Exploring potential business opportunities, establishing distribution networks for products and services in the Saudi market in line with the company brands strategies, policies and standards.
• Leveraging core USPs specific to regional geographical and cultural nuances, implementing and adapting strategic marketing campaigns targeting retail and managing new launches of company products.
• Negotiating with major retailers and distributors across the Kingdom to secure retail and institutional financing options for existing and upcoming projects.
• Budgeting departmental overheads and expenditures in co-ordination with finance department. Implementing key strategic decisions to reduce costs.
• Spearheading key marketing initiatives advertising campaigns, PR activities, and promotions. Conceptualizing and spearheading researches to understand and preempt macro-economic growth factors, design pricing and financing strategies to capture target market.
• Fostering two-way communication with inventory department for streamlining delivery of international orders. Coordinating with departmental heads for effective implementation of distribution network, consistent with sales/ marketing goals and objectives.
• Recruiting local team included BAs and training junior staff.
•• Setting sales targets in view of regional PPP and overall profitability metrics, monitoring individual and team performance, effecting succession planning for key positions, leading key sales initiatives.
Researched/identified primary thrust of business areas and market trends to intensify sales and develop principal relationships. Handled the entire spectrum of divisional activities including - sales optimization, volume distribution and customer service.
• Designed budgets, reduced costs and verified quarterly sales figures to justify overheads. Created stage-wise profit projection reports in consonance with preceding factors and formulated turnkey solutions for marketing, promotion, sales and distribution.
• Handled the departmental aspects pertaining to pricing, product range, credit terms, customers, marketing activities, etc. and formulated effective strategies for the same.
• Developed comprehensive divisional plans aligned with organizational strategy/mission to augment profitable growth of the division and marshaled human/infrastructure resources for optimal deliverable efficacy.
• Promoted lucrative relationships with principals and sales representatives for assessing customer needs/specifications, thus enhancing the product profitability.
• Superintended the inventory management to ensure the ordering of the stock is in reliability with the sales forecast and existing stock.
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