Sales Category Planning & Operations Director
Mondelez International
Total years of experience :12 years, 5 Months
KSA is a focus market for Mondelez globally. The business unit gains further importance as it is a company run sales operation. KSA is also the second biggest and the fastest growing market in EEMEA region for Mondelez. The sales function in KSA is divided between field sales & planning.
Responsible for 3 key units within the sales function:
- Category Planning & Development;
- Perfect Store;
- Sales Development.
Key Responsibilities:
• Lead Category Planning by devising category activation plans in-line with category priorities and optimizing sales operations capacity to ensure best in class execution.
• Lead the company’s Integrated Business Planning Process. Ensure Demand is reflected through clearly defined Building Blocks & growth. Drivers.
• Full accountability of Company Gross to Net lines in business PnL. Build an RoI driven culture with ruthless emphasis
• Work with Category teams in developing Concept Sells, Picture of Success & Category Growth Strategy to drive category agenda with customers.
• Identify, articulate & execute Category Development initiatives for key categories.
• Build capability, focus and engagement to drive Perfect Store KPIs.
• Work with category teams to develop price portfolio arachinethecture for all categories and identify white space for launches.
Perfect Store Lead - Middle East
The Perfect Store project is globally number 1 priority for the Mondelēz International Sales Organization.
Key Responsibilities:
• Develop Perfect Store scope, priorities and execution plan for Perfect Store in the Middle East region.
• Engage & involve the entire sales function, business leadership and wider organization in Perfect Store program through effective leadership;
• Drive development of sales tools like Category Growth Strategy & Picture of Success for all Retail Environments (channels);
Achievements:
• Successfully developed a detailed blue print, opportunities calculated, barriers identified;
• Middle East execution is being taken as a global best practice for Mondelez International.
Head of Sales Strategy (Trade Marketing) - Middle East
After two successful stints in KSA managing Tang & Cheese businesses, i was moved to a more senior role of leading the trade marketing function in the Middle East region. The most critical expectation from this role was to restructure the business to a more shopper focused, insights driven function which serves as the heart of sales function.
Key Responsibilities
• Manage a business of over 700mn USD in the Middle East region;
• Fully responsible of and accountable for a trade budget in excess of 100mn USD (the biggest spend line in the business PnL
after COGS);
• Lead, a team of 21( managerial cadre) members within the Middle East region;
• Executed transformation of the sales strategy function - people, process as well as work streams;
• Work with the team to develop clearly defined shopper strategy for each category with an articulated and aligned Picture of
Success for each Retail Environment;
• Member of Middle East Sales Leadership Team and the Mondelez Middle East BU Extended Leadership Team.
Major Achievements
• Lead successful transformation of the Sales Strategy function, with organization structure revamped, new processes
introduced and the profile of the sales strategy function significantly raised;
• Tremendous work undertaken on people and their career development with a number of team members progressed to more
responsible roles in line with sales career framework;
• Trade budgets effectively managed with spends as a % of revenue kept under-control and funds distorted to more
sustainable, shopper loyalty driven initiatives;