Trade Marketing Manager
Lactalis
Total years of experience :18 years, 3 Months
• Handling company’s Upper & Lower Trades Channels including Food Service Channel across the Kingdom.
• Responsible planning, budgeting, controlling & implementation of Annual Trade Marketing Road Map to include Product launches, Product Promotions, Pricing strategy, Visibility drives, Incentive Programs for all channels.
• Planning, managing & controlling customers’ (KA) Annual Calendars.
• Full engagement & alignment with Marketing Annual Road Map.
• Development and Implementation of Ad-hoc short term tactical activities to respond to competition activities across the market, all channels.
• Responsible for setting initial forecast for all new launches / innovations.
• Management and control of annual TM budget in alignment with finance.
• Sourcing out suppliers in-terms of advertising agencies, co-packers, gift items.
• Responsible for setting all trade’s monthly price deals for all channels.
• Managing performance of all SKUs in terms of Marginal Contribution.
Product Manager - Diary Products (Freisland Campina - Frico), (Lactalis International - Valbreso & Bridel), (HAJDU & Hungarian White Cheese), (Gran Moravia), (Alambra) & (German Farm).
• Lead negotiations with Principals (align strategies, objectives, & timelines).
• Manage relationship with principals/partners providing periodic feedback on market performance, suggesting alternative plans to cope with market dynamics.
• Set channel objectives / KPI’s and monitor performance.
• Flawlessly executing initiative master plans reflecting, partners, brands, channel, and category strategies.
• Monitor, analyse and report on performance - communicate and integrate key learning’s into future plans for Abbar and Principal Partner use.
• Negotiating and Managing products’ value chains, top and bottom line objectives.
• Efficiently managing business development funds, marketing, and trade marketing budgets in detail (planning, executing, and post activity analyzing) to deliver the highest ROI levels.
• Manage and administrate all other incomes associated with procurement of product (Rebates, Invoice Discounts, Visibility Budgets).
• Communicate, align, and gain commitment on all monthly, quarterly, and yearly plans.
• Leading supply and demand process, liaising with sales teams and sourcing, and maintaining the defined stocks levels / safety stock within limits.
Role Achievements:
• Institutionalized the supply and demand process communicated to key internal & external stakeholders, increasing efficiency by around 15%.
• Initiated a new push and pull program in TT (Wholesale), which resulted in growth of 30% during 2 main events.
• Developed the whole dairy category by 14% vs. LY in MT & TT (Self Service) channels through:
a- Defined MSL by channel.
b- Optimized coverage via setting stretched but achievable distribution targets.
• Negotiated and signed Joint business plans with key retailers that resulted in 14% growth for modern trade during 6 months.
• Developed & rolled out training & on boarding programs for the entire sales organization enhancing their product knowledge, and providing them with the needed conceptual selling tools.
• Lead & initiated annual Marketing Plans & Cross Selling On-pack Promo themes with major suppliers increasing brand/ product awareness and equity.
• Lead portfolio revamp projects with 3 key principals delivering higher trade penetration (smart pricing), better revenues (value adding sizes), and profitability.
• Handling company’s branded portfolio across all Saudi market and channels
• Responsible for planning, setting, and controlling all portfolios’ marketing strategies & activations .
• Management and control all related budgeting with finance
• Product Development & New Product Launch.
• Working closely with marketing & advertising agencies on brand activations.
Role Achievements:
• Developed & rolled out the concept of private label “Zaina” Canned Food & Oils Products.
• Initiated, and developed Job Descriptions & trained “Out of Office” / Remote Service Teams (30 in-store consultants) on a special program that monitors POP in Key Retail outlets. Results were 2 folds:
a- Business Improvement, enhanced sales by 8% & product availability by 15%.
b- National quota “Saudization” met by 8%.
• Rolled out a systemized program in SAP for POSM monitoring
• Initiated and executed Key Retail flyer tracking sheet which lead to monitoring actual vs. contractual “BDA” weekly promotions.
• Established and systemized competition tracking tool for better response to market dynamics
• Developed monthly promotional menu for Key Retail channel (by chain) in line with the aligned on joint business plan and agreements
• Successful Roadshow & launch for Bahlsen Biscuits, Hajdu Cheese, Mani Nuts, Crespo Olives & Zaina Private Brand in KSA.
Awards:
• Broke Guinness World Record; A first time break through initiating, coordinating & rolling out the Pyramid of Bahlsen. The biggest ever world-wide 51, 963 boxes of biscuits in one location.
• Handling company’s Retail, KA, Wholesale & "Away From Home (AFH)" channels in Jeddah & 13 clusters in the Western Region including Makkah, Medina & Taif.
• Responsible for planning, budgeting, controlling & implementation of Annual Marketing Calendar to include Product launches, Product Promotions, Pricing strategy, Visibility drives, Retail Incentive Programs etc.
• Development and Implementation of Ad-hoc short term tactical activities to respond to competition activities across the market.
• Responsible for setting monthly demand planning along with management of stock production and shipments to ensure adequate stock levels based on targeted growth in Jeddah & 13 clusters in the Western Region.
• Management and control of promotional calendar budget in alignment with finance
• Maintaining clear 2 way communication channels between Retail, KA, Customer Service, Logistics, Production & Quality Control departments to ensure smooth flow of work to support achieving targeted results.
• Managed, trained and coached the Product Specialist Team (Working on upgrading level of product specialists execution by assigning 5 qualified team members).
• Managed, trained and coached Consumer Relation Unit team (responsible for end consumers direct contact & feedback) consisting one Unit Head and four female specialists.
• Managing merchandising team consisting of twenty Merchandisers, two Supervisors & one Unit head.
Role Achievements
• Successful launch of New Household Towel & Toilet Tissue Portfolios, Sanita BouQuet & Sanita Club Brands resulting in a 3% share points within the category in a 18 months period.
• Grew Feminine Napkins by 14% ahead of category through digesting competition modules and developing an action plan based on identified opportunities) for Private, Fam and Freshdays Brands.
• Managed to increase Facial Tissue market share by 1% in 2011, and another 2% in 2012 for Sanita Club Brand, through setting retailers’ incentives, optimized coverage plan.
• Drove for an exceptional visibility in Polyethylene (PE) Garbage Bags &Table Covers category through introducing customized stands in Retail channel which resulted in an incremental growth of 15% on in market sales.
• Managing 42 SKUs under the Disposables and Wet wipes Categories across all distribution channels, Retail & (AFH).
• Specialized in planning, budgeting and following up on product life-cycle.
• Developing a yearly marketing plan and promotional calendar aimed towards achieving targeted volume & value share objectives.
• Planning, executing and monitoring product related promotional activities and schemes.
• In charge of New Product Launches, including implementation of all related trade marketing activations & operational planning, budgeting & forecasting & coordinating between all related functions (Sales, Logistics, & Production, Supply and Demand).
• Responsible for Products’ market and price positioning & costing.
• Close monitoring of competitive activities, market trends, and relative plan amendments.
• Managed POSM designs development including coordination with external designers and agencies.
• Conducted scheduled production plant visits along with the quality control teams making sure all products are being manufactured with the best quality standards.
• Close coordination with the Quality Control team on any consumer complaints and the corrective measure to follow.
• Supervising a group of four Product Specialists handling different product categories namely Feminine Napkins, Tissue Line, Aluminium Foil, Cling Film & Plastic Products (Retail & AFH)
• Leading & Supervising “Consumer Relation Unit” consisting of 1 Team Leader & 4 Consumer Relation Unit specialists responsible for conducting consumer research, surveys, panel tests, data calls, and sampling distribution in special events.
• Building and analyzing consumer questionnaires.
• Responsible for setting, implementing and monitoring Marketing Department’s systems & procedures in-order to meet with ISO Standards.
Role Achievements
• Successful launching of Under-pad in the Pharmacies channel, gaining 1 % share in 1st year (2010)
• Flawless execution of distribution and coverage programs for Baby Wet-Wipes resulting in +3% share points in 2010
• Launched a successful campaign for the new upgraded Baby Diaper Portfolio in the region Sanita Bambi Brand.
• Handling 55 SKUs with 10 different product categories mainly tissue lines for Retail, KA, Wholesale &" Away From Home (AFH)" channels in the Western Province.
• Participates in setting the yearly marketing plan, promotional calendar, budget allocation & yearly forecast for product portfolios.
• Responsible for developing & implementing promo plans based on detailed market and retail audit data analysis, identifying competition behavior & market trends.
• Delivering targeted sales objectives across all the portfolio in western province via close monitoring of the sales teams’ performance taking on-time action whenever needed to close the month on track
• Responsible for all the BTL activities; Launch Campaigns, distribution & coverage, visibility, on & in-pack promotions.
• Managing internal and external agencies for design and execution of all needed POS material, special events execution (malls, schools, hospitals & door to door activities).
• Close coordination with all functional departments (sales, quality control, logistics, customer service, production) making sure objectives are delivered on time.
Role Achievements
• Successful Re-launch of (Scented) Facial Tissues delivering an incremental 30% growth in sales within 2 years, Sanita Club Brand.
• Successful launch of New Toilet Tissue through developing an action plan based on identified opportunities such as optimized coverage programs & competition blocking, which increased the entire Toilet Tissue category sales by 23%.