Category Head-Product Management Sales and Marketing
Sands International
Total years of experience :20 years, 6 Months
Category Head - Product Management & Sales - HR Designation -Product Manager -White Goods (MDA), Air Conditioners, Small Domestic Appliances, LED TV, Personal Care Products, Water Purifiers- Sands International, Dubai, U.A.E.- April 2018 -January 2019
Responsible for Middle East countries / markets for Different Brands and Categories - LED TV, White Goods (MDA), Residential Air Conditioners (RAC), Small kitchen Appliances, Personal Care Products, Water Purifiers
Formulating and implementing the Marketing, Product & Business Strategy
Identify & Shortlist the Brand for Distribution
Finalize Marketing Strategy -conceptualizing and implementing marketing activity and coordination with Agencies, Budget, Lead & manage Marketing Calendar, Activities and communication, ATL & BTL Strategy
GTM ( Go To Market ) Sell In / Sell Out - Planning & execution
Commercial Terms negotiation & finalization
Market Mapping & Segmentation, Competition mapping, Consumer Feedback Studies, Target setting, Formulation of Sales, Buying / Sourcing Plan.
Inventory Management - Stock Levels / Ageing / PSI / Sell Out.
Identify & shortlist the Vendor / Factory for Sourcing / Design & Development
Marketing by utilizing various tools mainly focusing on BTL-Display Van, Lead generation and through reference marketing
Customer Acquisition
Commercial Terms Negotiation & Finalization
Marketing & Product Head -Multi Brand Business - HR Designation- Product Marketing Manager -Consumer Electronics & Durables (White Goods), Small Domestic Appliances - First Distribution Co. For Electronics (FDC) / Modern Electronics - Al Faisaliah Group, Riyadh, Saudi Arabia - from July 2014 - July 2016
Responsible for Electrolux White Goods - Refrigerators, Washing Machines, Dryers, AC’s / Changhong LED & Airconditioners / Modern LED TV’s
Formulating and Implementing the Business, Marketing & Sales and Product strategy
Analyze Market & Sales Trends, Ownership of Budgeted Topline numbers & Gross Profit delivery
Identify & shortlist the Principle / Brand / OEM for Sourcing / Design & Development
Finalize Budget & Annual Business Plans, Gross Profit & Advertising & Promotional Spends for Brands & relevant Categories.
Finalizing Marketing Strategy - conceptualizing and implementing marketing activity and coordination with Agencies, Budget, Lead & manage Marketing Calendar, Activities and communication, ATL & BTL Strategy
GTM ( Go To Market ) Sell In / Sell Out - Planning & execution
Commercial Terms Negotiation & Finalization
Review Sales Team Target Performance on predefined parameters - Sales, Collection, Dealer Network Expansion, Ageing & Secondary sales
Appointment / Expansion and Management & Development of Dealer & Modern Trade network
Inventory Management - Stock Levels / Ageing / PSI / Sell Out.
Demonstrated abilities in cementing healthy relationship with Trade Partners / Vendors for generating business and leading team towards accomplishing business and corporate goals.
Product Positioning, Pricing & Profitability, Market Research to improve Product Line up / Range & Gross margins.
Market Mapping & Segmentation, Competition mapping, Consumer Feedback Studies, Target setting, Formulation of Sales, Buying / Sourcing Plan.
Visiting Factories In Egypt & China, Shortlisting & Finalizing Vendor for LED TV / Appliances sourcing
New Brand or Product Launch Events - Trade Presentations, Specs Sheets, Brochures, POP, etc.
Making Training Modules for Different Brands and Categories
Organizing & Providing Training to Internal & External Customers - Employees & Dealers
Achievements
Achieved 5-10% Market share (in 3 categories) for Electrolux Brand in 1st year of Launch
Promoted to Next level after completing 1 year of service & also handled Director Profile
Heading Project for launching Own Brand LED TV’s - Through China OEM
Principal Advisor
Worked for a US based Co. on their proposed entry into Indian Retail Market & Couple of other clients in F&B, FMCG & Real Estate - February 2012-June 2014
PE Electronics Ltd, as DGM Sales for Haryana & Rajasthan since July 2010-Nov 2011 based at Gurgaon (1 year 5 months)
Zonal Business Head, responsible for creating & driving Channel sales of Philips Consumer Electronics & Electrolux white goods in Haryana & Rajasthan.
Managing a Team of 25 on Roll Staff, including 2 Branch Heads, 2 Brand Managers for Philips & Electrolux respectively, 2 Branch service Heads & 2 Branch Commercial Heads.
Responsible for Operations, Sales, Marketing, After sales Service, Training, Accounts at the regional level and closely monitoring and reviewing all the aspects of the Profit & Loss with focus on maximizing the revenue, .
Responsible for Sales Planning & Budgeting. Preparing monthly & yearly sales plan.
Responsible for the setup of New Branches, Appointment of Sales Team, planning & launching of new products.
Business Head - Consumer Durables & Electronics, North & Central India from 29th Dec 2005-June 2010 based at Gurgaon (4 years 6 months)
Handled a Turnover of Rs 220 Crs p.a.- Spearheading Retail Operations, Marketing, Merchandising, Property Acquisitions / Business Development with focus on achieving turnover & profit margin target.
Managing 12 Standalone stores branded as Ezone - Super specialty IT / Electronics / Appliances stores & 42 cut-ins within Big Bazaar.
Managing team size of 248 On Roll Staff including 5 Category Managers, 3 Buyers & 12 Store Managers.
Responsible for Sales Planning & Budgeting. Preparing monthly & yearly sales plan.
Set up and manage the overall retail operations with efficient cost management through proper checks and Processes to ensure profitability through pre decided objectives.
Focusing on achievement of Targeted Conversions & Average Bill Value.
Sourcing / buying /introduction of latest products & replenishment of entire product range & depth & implementation of standard operating procedures for smooth running of stores.
Vendor & Product Development.
Finalizing new locations for expansion & planning and launching of new stores.
Developing strategic plans as per budgets to ensure accomplishments of preset targets.
Managing Inventory & stock ageing with focus on seamless product movements and ready availability at all times.
Implementing, merchandising activities like In store display, arrangement in an attractive manner to create effective visual impact for higher conversion.
Organizing marketing & promotional activities like, in -store & catchments area promotions to enhance market visibility & achieve better market reach. Planning and execution of new product launches and events.
Recruiting Sales Teams, mentoring and motivating teams to surpass their performance standards.
Worked with LG Electronics India Pvt Limited, as Product Manager since Feb 2002 till Dec 2005 (3 years 11 months )
Joined LG Electronics as Assistant Manager in the profile of Product Manager - Refrigerators- All India & handled Entire Delhi in Sales & was promoted to Deputy Manager in the profile of Product Manager for Audio / DVD responsible for North India.
All aspects of product management including-
Introduction, up gradation and deletion of models as per market demands and future trends
Deciding prices for different regions to meet the profit target and the corporate strategy.
City wise network analysis and recommendation for corrections.
Sales forecasting.
Target allocation to different branches.
Keeping the number of inventory days, under control
Meeting the profit and sales targets given by the management
Market intelligence, like market sizes, competitor analysis, trade channel analysis etc
Managing 95 trade partners/dealers in Varanasi, Allahabad & Gorakhpur region(Eastern Uttar Pradesh)
Meeting sales & collection targets.
Appointment / Expansion and Management & Development of distribution & institutional network.
Product Launch and its follow up.
Effective POP display, Demonstrator appointment, Training & their effective deployment.
Sales forecasting and planning.
Market planning and mapping.
Proper and timely reporting.
Meeting sales & collection targets.
Appointment / Expansion and Management & Development of distribution, institutional & after sales service network.
Product Launch and its follow up.
Effective POP display, Demonstrator appointment, Training & their effective deployment.
Sales forecasting and planning.
Market planning and mapping.
Proper and timely reporting
CGPA-8.55