District Manager
Abudawood Pakistan
مجموع سنوات الخبرة :16 years, 10 أشهر
Heading the South District for Abu-Dawood Pakistan (P&G Division)
. Annual PKR 7.5 Billion Portfolio
. Responsible for ensuring monthly Secondary Sales of PKR 650mm+
.Competently managing a Sales Team of more than 140+ Individuals
. 4 Unit Managers/19 Section Heads/120 SR’s.
. Ensuring Best In Class Sales Fundamentals and Visibility across the district.
. Successfully Re-Engineered the GTM to ensure additional profitability.
. Developed Telesales Department in South which was later duplicated pan Pakistan.
. Delivered Ever Highest distribution number in FY 1819.
. Coverage expanded to 24, 000 stores in South.
. Delivered 90% Active Stores in Pre-sell month on month.
. Lead the Turn Around for South District in .FY1819 . 6% Growth vs LY highest amongst Traditional Trade districts.
• Lead the Revenue Planning function for Chocolates Category (PKR7 Bn), managing strong global brands (Cadbury Dairy Milk, Bubbly etc.).
o Delivered 35% Market Share in the category backed by strong growth in 2015 & 2016 (grew by PKR 700mn) after a challenging 2014 (single digit decline).
• Responsible for company’s Integrated Business Planning Process, ensuring accurate reflection of demand in with Building Blocks and growth drivers
o Forecasting error reduced from 15% to less than 2% during 2015-16.
• Developed effective channel strategies for the market and ensured seamless rollout and execution of channel plans.
o Tripled the number of Cadbury Chillers Universe from 6700 to 21, 000 Chillers in 2016-17
o ‘Chillers’ Channel’ grew by 26% in 2016.
• Responsible to develop and deliver powerful activation plans in line with the category priorities while optimizing sales capacity to ensure best in class execution.
o Launched Wholesale Loyalty Program for the first time in Mondelez History in Q4’2015 which yielded 46% growth & 15% growth in 2016.
• Articulated and rolled-out effective and out of the box trade activation activities of all new product launches that are in line with marketing strategies.
o Successfully launched two line extensions Perk XL in 2015 and Bubbly LUP in 2016 and a new full range - Marvellous Creations in Q1 2016 which contributed a growth of 10% in 2016.
• Managed Trade and Promotional Discount budgets effectively with spends as a % of revenue kept under constant control.
o Successfully controlled trade spends of PKR 210mio with zero overspends.
o Reduced Trade spend budget in Local Modern Trade from PKR 137mio to PKR 97mio (30%) without compromising the growth. LMT showed strong growth in 2016 at 26% with the optimized trade spend.
• Development and deployment of channel-wise innovative, top-notch trade tools leading to top tier execution of Cadbury Dairy Milk.
o Ever highest number of Trade tools deployed even with budget cuts in Q4’2015 and topped it up in both Q1 and Q4 in 2016 with more than 100, 000 trade tools implemented.
• Responsible to lead all business development initiatives for the business:
o Developed a robust Franchise network with 23 contracted franchises in record 8 months.
o Prepared 50 business feasibilities with 55% success rate.
o Franchise outlets onboarding & rollout (location finalization, branding & asset procurement) within 45 days.
• Lead the Demand Planning & Annual Budgeting Process in sync with agreed business strategy.
o Prepared compelling business strategies to reposition fresh milk against loose milk in Karachi.
• Own & drive all capability building initiatives for sales organization.
• Full accountability of Annual Trade Spends, Designing and executing all trade activation plans for the business.
• Diligently managed Nestle Professional Key Account Customers
o Increased customer base from 14 to 48 (242% Growth).
o Grew Key Account portfolio from 11.5 Million PKR to 28 Million PKR (143% Growth).
• Kept Credit under strict check.
o Reduced Credit days from 45 days average to 18 days (150% reduction)
• Lead launch of ‘Direct Delivery Model’ for supplies to Key Customers.
• Articulated & rolled out Key Account JBP program for assigned customers
• Managed a Sales team of more than 20 people with 4 Sales Officers / Executives and 15 Salesmen.
• Competently managed several Distributions.
• Supervised “Haleeb Bottle” Pilot Launch.
• Successfully organized various marketing campaigns for Modern Trade and Key Accounts.