Modern Trade and E-commerce Channel Manager
BRF
Total years of experience :20 years, 2 Months
▪ Leading Modern trade customers in Kuwait (Coops and branches, Key account
and Ecommerce), contributes to 65% of total company sales.
▪ Contributing to monthly, yearly sales plan to ensure company growth on strategical
approach.
▪ Define yearly operational plan based on the Go To Market strategy.
▪ Planning and implementing sales, distribution, and marketing strategies to increase
market share, sales volume within different segments.
▪ Interacting with customers senior management and represent BRF to design strategy
growth per customer based on market size, market share and profitability.
• Develop the startup strategy of Ecommerce customers (independent/aggregator/ retailer).
• Aligning on pricing strategy per Channel as per company strategy.
▪ Introduced live cooking show for Sadia with celebrity Chef’s in Kuwait to increase
awareness about the usage of Sadia’s new products.
▪ Leading Social Media campaign for Sadia cooking recipes in Kuwait.
▪ Increased Sadia’s MS in Ration from 43 to 50%.
▪ Leading Wholesale growth volume to achieve 500 MT in 2018 vs 350 MT in 2017
▪ Leading Numeric distribution of FPP in grocery sector to achieve MS in different
categories from 50 to 90%.
▪ Enhanced P&L profitability in TT channel through increasing prices and rationalizing
operational cost.
▪ One stop shop Cook it booth (for time efficiency all ingredients for one recipe in one
booth)
▪ Restructured TT channel to enhance sales team performance and achieve the targeted
KPI’s.
▪ Leading collection journey where we dropped the overdue from 15 to 1%.
• Managing and responsible of sales strategy for retail sector (Coops- Mini Markets- Popular Shops, wholesales, super markets..)
• Monthly Sales review and analysis per outlet achievement versus forecast and set an action accordingly in coordination with sales team leader and sales team.
• Establishing the credit limit of each customers along with discounts and trades to be given for customers based on analysis and agreements without exceeding the targeted budget.
• Set yearly business plan under the direction of country manager and in cooperation with marketing team to achieve percentage growth for total territory.
• Forecast by item by outlet for the territory monthly and taking into consideration the seasonal months.
• Prepare a weekly tracking sales by outlet.
• Set target for newly listing items per outlet with targeted date to achieve full coverage.
• Preparing, conducting and following up on negotiation deals and contracts with customers.
• Assisting the country manage in setting and preparing sales incentives, volume rebate policy and gifts.
• Preparing on a monthly basis the relevant sales report to be submitted to the CM in order to measure performance of the department as compared to the target performance objective.
• Assisting Sales Manager in coaching team leader to deliver the requirements and tasks requested from the top management.
• Prepare the monthly forecast with team leaders and submitted to sales manage.
• Executing action plan per outlet that been pre agreed between sales manager, marketing and top management.
• Prepare and submit a project for total shelf spaces in Kuwait for Napco vs competitors.
• Submit a proposal for exceptional sales action to be taken within the month for selective outlet with team leaders.
• Submit a project of wholesales sales action with a recommended portfolio, price and targeted sales value.
• Coached and trained to achieve sales manager position through a development plan at a targeted date.
• Proposed effective monthly promotions and consumer value offers to boost sales average and achieve brand desired yearly growth.
• Working in BTL implementations to respond to market movements and grab new opportunities within all sectors (Coops, Modern trade, Whole Sale and Mini Markets, )
• Improved product features and specifications through benchmarking on consumer surveys.
• Performed brand & product knowledge for management, sales force, and merchandising department.
• Working on Yearly marketing Plan for the brand, continuous tactical action to increase market share yearly, define opportunities, new ideas and marketing promotional activity to achieve the set it target.
• Responsible lines during these years (Family Care Platform: Total Tissue line/ Baby care Platform: Baby Diaper and baby wet wipes).
• Handled & controlled the A&P budget spending follow up on monthly basis in executing the marketing plan and use the budget in a way to achieve brand awareness and sustain the loyalty of the consumer to the brand.
• Contribute and attend Yearly Business plan preparation for Kuwait and GCC countries.
• Along of National promotional campaign working on promotional tactics and activity that suits our area due to market needs versus competitors to make sure the profitability of the brand and company.
• Visit the plant production in KSA & Lebanon to build a solid product knowledge.
• Full proposal of launching new SKU.
• Handling Promoter team.
• Working with advertising agencies.
• Excellent analytical skills with demonstrated ability to solve problems
• Experience in data-mining and analyzing large, complex and disparate data set in an analytic setting
• Strong oral and written communication and interpersonal skills to successfully build long-term relationships with colleagues and business partners.
• Business acumen and understanding the linkage between business decisions, business objectives, and analytical approaches & findings.
• Excellent organizational and time management skills
• Understand business issues and identify sources of data required to solve problems
• Coordinate with others departments to develop, manage and execute repeatable programs based on analytic findings.
• Understands business strategy - our customers, products, competition and market position
• Handling Promoters along of Lunching New Panty liner line in our area for 6 months.
• Lead, coach and guide the merchandising team in fulfilling daily tasks to ensure proper display of products and availability on customer’s shelves.
• Issue weekly report (derived for the Customer Card) and relay to Field Sales Managers, Sales Team Leaders and Market Manager for their action on product availability.
• Prepare and update regularly merchandisers call cycles to ensure proper and efficient routing.
• Report to Marketing team all in-door marketing activities in order to participate in identifying best floor displays, gondolas and shelf blocks.
• Escort Merchandisers on daily basis to their respective call cycles in order to perform on-the-job training for all merchandising team and mentoring.
• Check shelf spaces and prices and report to Marketing Manager to ensure implementation of yearly contracts and planograms.
• Oversee the proper execution of Marketing Activities such as stands installations, floor displays and gondolas
• Spot check on proper usage of tools, uniforms and POS material for compliance
Monitoring the Company Promotional Campaigns.
Generating the campaigns status reports on weekly basis
Prepare and submit the Customer Relation Management officers performance reports.
Tracking the campaigns figures on daily basis.
Tracking the competitor daily activities and promotions through different advertising channels (newspapers, flyers, magazines, radio adds etc...) and share it with management to take the needful actions.
Working on annual promotional calendar for the CRM customers.
Handling the preparation of increasing the CRM Sales by designing a loyalty program for the company to differentiate the company position among competitors.
( Familiar with SAP system )
Contributing in the preparation and Launching phase of the Rewards loyalty program.
Handling the in store marketing materials implementation aspects of the program in all Sultan branches.
Handling the program administrative functions of the loyalty program.
Contributing in a variety of program activities such as department meetings, marketing initiatives and coordinating with marketing (head office) and stores regarding the program campaigns
Handling telephone calls regarding program inquiries, complaints, redemptions etc…
Coordinate with the partners ( Watnaiya, kuwait airwyas, ..) sending the batch to credit the customers account and follow up with them in any issue for our common customers.
Assisting TSC rewards card holders in their complaints, and contributing in minimizing the complaints rate among program members
Provides technical assistance to staff on operational issues such as personnel policies, training, and contract administration.
Performs a variety of procedures such as processing bills and invoices for payment, preparing and transmiting a variety of financial documents to be submitted to management.
Supervising the call center agents and follow up on receiving their weekly and monthly report and preparing overall status report(call center and representative reports) and submit it to loyalty program manager.
Managing all the sales transaction of the branch: Assisting the staff to meet the set targets, analyzing the daily sales and cash details in order to set the required strategy to increase sales.
Performing administrative and accounting duties related to the system.
Distributing system’s data, collection and analysis of sales data.
Responsibility for job development, reporting directly to the management department and profit-system.
My GPA graduation was 2.54. My brief study : Knowledge of international marketing, sales and management principles and practice; knowledge of accounting principles; development of an international business. Basic grounding in the functional areas of business; development of management skills.