Commercial Director
Drops Group
Total years of experience :21 years, 10 Months
•Develop and execute business strategies to drive growth, market penetration, and revenue generation in the e-commerce grocery market.
•Identify and establish strategic partnerships with key suppliers, brands, and vendors to expand product offerings and ensure a consistent supply chain through Business Development Agreements, Joint Business Plans and Quarterly Business Reviews.
•Implement pricing strategies to maximize profitability while remaining competitive in the market.
•Conduct financial analysis to allocate resources effectively and create accurate budget plans for sustainable growth.
•Build a high-performing team, fostering a collaborative and innovative culture that motivates employees to excel in their roles.
•Lead the analysis for introducing new product categories and direct imports in alignment with customer demand and market trends, diversifying the company's offerings and expanding its market share.
•Develop and optimize the supply chain to accommodate the introduction of new product categories and expansion into new markets, ensuring smooth logistics and efficient inventory management.
•Conduct competitor analysis in new markets to identify key players, assess market dynamics, and devise strategies to position the company strategically.
•Set and monitor KPIs related to market expansion, category introduction, improving margins and using them as benchmarks to measure success and drive continuous improvement.
Brands Managed: Al Wazzan Private Label, General Mills (Betty Crocker, Nature Valey, Old El Passo, Pillsbury, Green Giant), Volvic, Fiji, Sun white Rice, Tilda Rice, Foster Clark’s, Tabasco, Crystal, Ben & Jerry’s Ice Cream, Consul Olive Oil, Coroli Cooking Oil, Bayara, Splenda, Maretti Bruschette, Sara Lee Cake, Kikkoman, Capilano Honey.
• Developed 2020 marketing plan for all In-store activities in line with the sales forecast of each brand & setting up an annual trade marketing budget to cover the plan expenses.
• Ensure that marketing campaigns are being successfully managed and achieving ultimate results, delivering required profitability benchmark & KPIs
• Develop business cases to analyze the feasibility of new products and/or line extensions, generating business value for the brands assigned.
•Ensure Brand distribution in the market on channel levels, implementation of brand planograms.
• Initiate studies to understand and analyze the market competition and provide reports to build the Brands
• Develop a series of trackers to monitor and evaluate the success of all promotional activities, seeking to spread best practices in an effective manner and to ensure effective use of the marketing budget.
• Oversee all activities pertaining to market research and data analysis.
• Coordinate with the Corporate Communication Agencies regarding (advertising, promotions and design development).
• Negotiate the rates for space booking and delivering artwork and imagery from potential vendors.
• Develop a monthly plan for all in-store activities (Consumer promotion, extra visibilities, POSM, In-store branding, event & campaigns… etc) in line with sales forecast and Consumer Brand plan.
• Develop quarterly promotion schemes for each Brand separately in coordination with the Sales Management and Brand Managers in order to achieve the best sales results.
• Oversee the monthly trade marketing plan implementation to ensure the best possible outputs.
• Oversee the monthly promotion distribution between the outlets of each area to ensure the best possible healthy sales and target achievement.
• Present a quarterly “sales vs. budget” analysis along with the revised trade-marketing plan for the rest of the year if needed.
•Ensure the presence of the brands/products on all e-commerce platforms as well as monitor the right execution of online campaigns along with the set plans.
Brands Managed :
Beiersdorf ( Nivea, Hansaplast, Labello, 8x4), 3M ( Scoth-Brite, Nexcare, Futuro), PZ Cussons, Church & Dwight, Mentholatum, Energizer Personal Care: Persona American Safety Razors, Bic, Groupe Lemoine: Tippys Cotton, BSN medical, Rudolph Lenhart Cosmetics, Lakme Cosmetics, Groupe Panther ( Institut Arnaud Paris, Cottage France).
Key Results Areas:
• Oversee all aspects of the Consumer Marketing activities. Develop strategies, execute plans along with the brand Managers, maintain approved budget to ensure all activities are within the assigned budgets.
•Manage the implementation of all activities while ensuring that brands activations are in line with the set plans.
•Initiate studies to understand and analyze the market competition and provide reports to build the company Brands.
•Analyze and evaluate the effectiveness of Trade promotion activities and evaluate the success of all promotional activities.
•Coordinate with the local agencies regarding (advertising, promotions and design development).
•Develop a monthly plan for all in-store activities (Consumer promotions, POSM, In-store branding, event & campaigns..)
•Manage & Monitor efficiently the trade spends as per the set budgets.
•Prepare an analysis report about other competitors’ activities in the market.
•Review and approve developed planogram / layouts at retail in order to merchandise products as well as MSL.
•Generate regular and special reports for brand principals that summarize and forecast activities and Brand performance.
•Negotiate pricing, listing, visibility and contractual agreements in line with the brands annual plans.
•Conduct monthly business reviews with key retailers, to align executional objectives, identify opportunities and take corrective actions if necessary.
Achievements: Beiersdorf highest overall Performance, 2017 Partner of the year, RUNNER-UP
Brand Managed : Beiersdorf ( Nivea, Hansaplast - Labello - 8x4)
Key Results Areas:
•Developing brand business plans and constructing strategies reinforced by action plans and performance measurement Scorecards.
•Successfully lead and implement effective BTL plans (promotional packs and in store activities) that ties in with overall communication concepts of the brands to bring one single minded message to the consumer.
•Conduct sales analysis by brand, by item, by Channel & by Outlet as well as competitor analysis and regular benchmarking.
•Study and launch Brands NPD, Implement price revisions / Price increase if required and Identify new spaces & locations for a stronger brand presence.
•Train, motivate and lead the sales team & Merchandisers to perform to their highest potential in order to achieve set plans.
• Designing kick off plans for the brands with a highlight on trade fundamentals and activation in parallel with marketing initiatives for brand awareness and image building.
• Analyzing Nielsen data as well as conducting a full EPOS Data analysis for: (Carrefour, Lulu & City Center).
•Conduct regular Market Visits to collect Competition activities, new assortments, and prepare Price positioning analysis.
• Materializing purchase orders, preparing order forecasts along with supply chain & sales team, and monitoring stock turnover vs. corresponding shelf life.
•Negotiate a business review with clients on quarterly basis to determine focus of sales efforts
Achievements: Excellent Results in IMS & NS for the year 2015 ( double digit growth VS 2014)
Brands Managed within the Unit:
3M ( Scoth-Brite, Nexcare, Futuro), PZ Cussons, Church & Dwight, Mentholatum, Energizer Personal Care: Persona American Safety Razors, Groupe Lemoine: Tippys Cotton, BSN medical, Cosmaline, Rudolph Lenhart Cosmetics, Montagne Jeunesse, Solis, Lakme Cosmetics, Arnaud institute, Seagull, Siwak.
1. June09 - Nov 10 : Designated as number 2 in the electronic department ( Assisting the department head and handling the full department and following up with the sections managers on all the topics of day to day business).
2. June 08 - June 09: Section Manager Office Automation & Mobility(Phones, Mobiles and mobile accessories).
3. September 07 - May 08: Section Manager Office Automation (Computers, computer accessories, printers, peripherals, displays and games).
4. November 06-August 07; Section Manager Photo, Gift & Music
Key Results Areas:
•Participated in the full opening of Carrefour Kuwait. Meetings & negotiations with suppliers on opening fees, products assortments, listing fees, rebates & progressive rebates as well as activations store fees.
•Managed and ensured proper stock management (stock value, control out of stock, orders and merchandise deliveries) in coordination with the section supervisors.
• Analyzed the competition pricing and promotional activities to ensure competitive advantage.
• Managed and control attractive displays and correct pricing implementation at all times.
•Negotiated internal promotions with the suppliers to enforce the image of discount inside the section.
•Attended customers when required to support and offer solutions.
• Monitored sales activities to ensure that customers receive exceptional customer service at all times.
•Managed & motivated a team of 2 supervisors, 10 Salesmen and 15 Merchandisers while ensuring a monthly training to meet sales targets, margins and ensure efficiency.
Brand Managed : Alpine Car Audio Systems
Key Results Areas:
•Determines customers' needs and desires by specifying the research needed to obtain market information.
•Obtains product market share by working with sales director to develop product sales strategies.
•Generate daily, weekly, monthly, yearly reports as per management requests and guidelines.
•Brings new products to market by analyzing proposed product requirements and product development programs; preparing return-on-investment analyses; establishing time schedules with technical engineer and the manufacturer.
•Introduces and markets new products by developing time-integrated plans with sales, advertising, and production.
•Determines product pricing by utilizing market research data, Assesses market competition by comparing the brand’s products to competitors.
•Negotiate contracts with our dealers to manage product distribution, establishing distribution networks and developing distribution strategies
•Conduct Product training to our dealers and support our staffs with all required information to be able to answer all kinds of products related questions
Key Results Areas:
• Responsible for Cash and front desk operations, Swifts and money transfer
• Sold bank retail products: current & saving accounts/consumer and commercial loans/credit & debit cards/insurance & saving products
• Involved in Back office operations such as salary domiciliation/settling utility invoices/consolidation of general ledger accounts
• Client facing role, follow up on applications and handling customer objections
Marketing
