Category Manager
Primo convenience stores
Total years of experience :21 years, 2 Months
• Acting as a ‘business owner’ for developing categories strategic model based on margin and profit analysis. Strategies for categories end to end development and implementation of categories optimization and merchandizing while selecting vendors, brands, and new SKUs through syndicated data analysis. Vendors contracts management and securing front margin, back margins other income.
• Vigorous to launch emerging categories/products keeping in view dynamic consumer behavior. Launched emerging categories and imported portfolio to increase margins and have positive impact on P&L.
• SKU rationalization/ optimization strategy through planogram for space optimum utilization to improve categories revenue and margins per sqm.
• Liaison network planning team for stores layouts, operations team, IT and marketing to optimize availability/visibility, planogram implementation, stock management, damages/expires policy controls and consumer oriented social media campaigns.
• Liaison with NIELSEN for consumer and retail insights through syndicated data to devise sourcing strategy. Quantitative data driven strategy for cost, price, promotions, marketing and vendors supply chain to forecast demand and ensure smooth supply chain.
Projects:
• Categories Margin optimization through new launches and planogram project.
• BACK MARGINS/OTHER INCOME SR.4.6million achieved through vendors contracts management, space rental and consumer activities budgets.
• E-commerce business with 700 SKU's and secure 3%business @ 23% GP.
• "PLANOHERO" with NIELSEN for planogram to enhance categories sales 10%.
• Starbucks partnership for self-service machines installations in stores.
• “Car Park Drift” Red Bull project. Social media reach to 500K customers and generated brand Qty. growth 73% and value 59%.
Acted as a Brand manager and communicated with international vendors for Food and Non-Food categories product sourcing, acquisitions, or private labels developments.
Signing international contracts, import regulations implementation, product launch plans, annual budgeting and forecast purchase, sales, marketing plans development and execution.
Grocery Category Management:
• Rico Peeled Tomato - Corex Spa ITALY. Private label development.
• John West Tuna - UK with complete TUNA category management
• National Foods Spices - Pakistan. Complete Spices category management
Drinks, Confectionary and Snacks Categories:
• RAUCH Juices - Austria
• Fresh, Joocy, Nekti juices - Gourmet Food Bulgaria
• MAHOU Non-Alcoholic malt beverage -Spain
• Galler Chocolate - Belgium
• Quickburry Biscuits - Jens Schleicher GmbH - Germany
• AL-Amira nuts - Lebanon
Travel and Fashion Brands management:
• DELSEY - France. Renowned Travel bags category management with French management to be a number one brand in Saudi Arabia.
• KIPLING - Belgium. Renowned Fashion bags category management with Belgium team to follow the seasons and fashion trends.
Job Role:
• Managed 32 members team and a business of SR.100 million brands from Europe, Middle East and South Asia.
• Devise annual marketing spend calendar, promotions, consumer activations plans with international brands from Europe, Asia and GCC.
• Devise annual categories purchase/sales plan, marketing spend, merchandizing/promotions plans implementation and review to exceed sales and margins.
• Category analysis to segregate fast- and slow-moving performers in terms of sales and margins and devise a plan for slow moving SKU’s through seasonal liquation plan.
• Products launches plan in accordance with SFDA regulations and compliance with ministry of commerce regulations.
• Devise costing/pricing pre and post launching with P&L management.
• Keep aligned with functional team sales, imports, supply chain, finance, and media advertising agencies for business growth.
Key Projects:
• Coordinated with import, finance and supply chain team to formulate Business information Management System “BIMS” an Import software.
• Developed Rain Drop Rice co-promotion/branding with “ABU ZAHRA” and “NAKHLATAIN” oil brands of Binzagr Company (Official Unilever distributor).
Sales Manager Jan 2003- July 2008
As a Sales manger worked with a multinational FMCG having operations in more than 180 countries. 2 billion times a day its products are used across the globe.
Categories Managed:
•Personal wash: DOVE, LUX, Lifebuoy
•Hair care: Sunsilk, Clear Shampoo, Lifebuoy Shampoo
•Skin and Dental Care: Fair & Lovely, Ponds cream, CloseUp toothpaste
•Fabric wash and Home Care: Surf Excel, Wheel, VIM
•Grocery: Lipton Yellow Label Tea, Brook Bond Tea and A-1 brands.
Job Role:
• Categories managed: Home and personal care, Fabric wash, Dental care, Hair care and beauty care for non-food categories while Food includes hot beverages categories.
• Worked with a team of 52 members to achieve annual purchase and sales plan by brand, category and channel. Bottom-up budgeting approach for annual category and brand targets.
• Accuracy in DBR (demand base replenishment) stock system aligned with planned trade/consumer promotions to achieve category, brand and sku value and volume targets.
• Worked with activation agencies for successful execution of brand activations.
• Ensuring customers ROI monthly and annual business plan to invest in new launches and activities.
• Customized trade /consumer activations plans in response to competitor’s moves to block them or minimize effects on own brands.
Unilever Projects Management:
• FERRARI (a category management project).
• ULTRA a business information system.
• UNITY (Rafhan Best Foods Business integration).
• EVERY DAY GREAT EXECUTION (EDGE) KPI’s for business growth.
• DOSTI WHOLESALE (Loyalty program)
• “RURAL HUNT” (Coverage extension project)
Consumer Activations:
• Surf Excel “ DIRT IS GOOD” and “PAINT YOUR CITY” brand activation
• Fair & Lovely “CHAMPIONS” trade activation
• Brook Bond Supreme “360 degree Mega Activity” consumer activation
• Lifebuoy “GERM BUSTERS” brand activation
Unilever Training Sessions conducted:
• “Every day Great Execution” sales team training session
• Bottom Up approach sales forecasting training
• Safe behaviors
Professional Achievements:
• Star Award by Unilever Pak 2003
• Best Performance award by Unilever Pak. 2004
• Best performance award by Unilever Pak. 2005
• Best performance award on Wholesale channel management “Dosti (Friendship)” Project in 2006
Training Courses and Workshop:
• Team Up and Grow” (by KZR) arranged by Unilever Pak. Ltd.
• “Customer Relationship Management (CRM)” by Unilever Pak.
• “Breakthrough Performance” (KZR) by Unilever Pak. Ltd.
• “The 7 Habits of highly effective people” by Dr. Nadia Unilever Pak. Ltd
• “Defensive Driving course” in-house training session