Assistant Director
Al Islami Foods
Total years of experience :22 years, 5 Months
Key Result Areas:
▪ Spearheaded a team of 120+ frontline sales and merchandising executives across UAE with P&L accountability
▪ Responsible for planning and implementation of channel-wise sales and marketing plan including revenue, volume,
EBITDA, numeric & weighted distribution, market share, share-of-shelf and visibility
▪ Monitored KPIs across the team including sales revenue growth vis-à-vis budget and trade receivables
▪ Scrutinized key elements including BMI & COGS evolution and initiated relevant actions to achieve financial targets
▪ Dissected monthly performance dashboards and directed the RSMs with strategies to exploit growth levers
Key Result Areas:
▪ Reported to the GM and led a team of 35+ sales personnel for managing the assigned SBU with P&L responsibility
▪ Formulated and implemented business development and penetration strategies across modern trade, traditional
trade, pharmacy, wholesale, horeca, e-commerce and convenience channels using appropriate building blocks
▪ Evaluated A&P ROI on a regular basis; jump-started stagnant sales by appropriately fine-tuning the marketing mix
▪ Devised short-term and long-term RTM for newly acquired brands by incorporating tailor-made bottom-up elements
including value chain, channel coverage, phased listing matrix, visibility, promotions and ATL/BTL activations
▪ Strongly negotiated with principals & customers during annual JBP/BDA meetings by adopting a win-win approach
Key Result Areas:
▪ Prospected and developed business for various IT hardware products by constantly identifying potential clients, customising appropriate solutions, and creating compelling sales proposition
▪ Took 2-year break from June 2003 to May 2005 for pursuing higher education