Commercial / Operation Manager (Aljomaih Bottling Company / Yemen Industrial Projects Company)
Pepsico MENA
Total years of experience :18 years, 3 Months
Drive Annual Operating Plan agenda with stakeholders, deliver revenue, profit, volume, and share objectives. Execute with the bottler Annual Operating Plan initiatives and marketing calendar. Manage Joint Business Planning processes including Sales / Advertising & Marketing activities to deliver business objectives and to ensure spends are within allocated budgets.
Key accountabilities for the role include.
Drive Pepsico yearly agenda.
Drive with the bottler monthly volume, share & distribution updates, present and generate actions plans to PepsiCo system & share recommendations with Bottlers.
Monitor the effective launch of PepsiCo AOP initiatives and collaborate for course corrective actions to mitigate issues. Communicate PepsiCo’s AOP initiatives and related in-market deployment plans for alignment with Bottlers’ operational teams.
Coordinate with relevant stakeholders the development of launch support plans for AOP initiatives.
Assist in aligning launch execution KPI’s with bottling teams and track performance.
Monitor PepsiCo & Bottling Management abreast on AOP performance.
Deliver Consistent Governance with bottling company.
Conduct regular monthly market intelligence surveys on execution & competitive activities.
Advice Bottlers on plans to capture market opportunities.
Lead internal process for Cooperative Marketing Agreement management & consolidate the quarterly tracking with PepsiCo Finance. Prepare report to advise on the spend and whether it is within allocated budgets.
Provide suggestions for alignment with PepsiCo management for re-investment opportunities in the rider phase, and coordinate for alignment with Bottlers.
Deliver share knowledge regarding best practices to experts at Bottlers.
Assess Best Practices implementation through regular health checks.
Drive market development, executing focused activity programs delivering targets, critical planning and implementation of visibility programs, execution of consumer promotions, effective region/country wide channel distribution. Managing full operations of two distributors.
Drive van operations business activities in total KSA (168MM) including Sales, distribution, forecasting, deal structuring, incentive compensation, initiative designing and routing and zoning. This includes rolling out field readiness & system automation initiatives. Also looking after the distribution function through direct distribution model platform, market assessment & managing sales force.
Achievements:
• Establishing New Van operation reaching 12500 outlets in the 1st year.
• Achieved +135% sales volume plan.
• Achieved 127% coverage plan.
Responsibilities:
• Achieve company sales volume targets.
• Achieve company coverage and distribution targets.
• Volume/Value out looking & Forecasting.
• Assist in driving yearly planning and quarterly reviews.
• Designing and implementation of sales force Incentive scheme.
• Sales Automation project implementation.
• Territory management through routing & zone layout and structure.
• Measure and track performance for all sales operations activities. Deliver solid qualitative and quantitative analysis to demonstrate value and highlight specific contributions of sales operations activities.
Handling traditional trade in the region (56MM Presell-Van), Integrate the customer and company goals, practices and process into an overall approach for the lower trade segment. Develop detailed sales plans in line with trade marketing, forecasting and logistic capabilities to meet company’s objectives.
Responsibilities:
• Achieve company sales volume targets for the district.
• Achieve company coverage and distribution targets.
• Ensure accounts receivables (collections) from all customers adhere to company’s financial policy and collected as per the targets.
• Monitor and ensure all customer related bank guarantees are in place and in compliance with company policy.
• Monitor and ensure team and customer incentives are executed on timely basis as per the company policy.
• Monitor and follow up on key customer contracts, mini market businesses and other customer related CDAs.
• Develop and implement schemes to ensure customer satisfaction.
• Translate lower trade strategy into plans suitable for individual customers.
• Implement business strategy by region by category to deliver long term and short term targets.
• Communicate cycle priorities to regional sales managers.
• Evaluate and implement promotional initiatives and perform regular follow up.
• Conduct regular sales performance reviews for all regions.
• Carry out regular follow up and control for sales achievement vs. Target, promotion material, promo pack coverage, zoning and staff performance.
• Coordinate with Trade Marketing function to develop, implement and follow up of all marketing activities.
• Ensure to achieve planned results from the Display spend.
Contributing in building Pepsi organization in Yemen, Execute the Sales plan for the targeted direct and indirect sales customers, achieve sales targeted volume, market share, and net revenue for total Yemen. Implement customer service objectives through effective leadership and maximum utilization of the sales force.
Achievements:
• Achieved 2009 113% sales volume plan and +30% vs. 2008.
• Achieved 42.5%% total Yemen market share with +14.5% vs. 2008
• Increased cold drink availability by 23%.
• Implemented successfully a PepsiCo national promotion during 2010 world cup worth one million USD for the 1st time in Yemen.
Responsibilities:
• Achieve sales & profit.
• Manage traditional and Modern trade sales team to deliver sustained competitive advantage for our brands at the point of sales. Deploy the sales objectives, goals and strategies to achieve the company action plans in the market. Develop the distributor organization capability and operation procedures.
• Forecasting and volume split.
• Assist GM in preparing the yearly P&L.
• Secured long term exclusive agreements with 50 strategic accounts in line with budget and profitability.
• Increase cool drink availability from 14% to 23% by preparing a total plan to place 2500 coolers in all Yemeni market by cities with 93% accuracy.
• Conduct with the sales team an Every Dealer Survey which reached 19640 outlets to build data base system Pepsi cola in Yemen.
• Implement new price structure and secured price stability through all channels.
• Implement Pepsico marketing calendar and initiative promotion plan in all Key accounts in Yemen for the 1st time for Pepsi in Yemen.
• Provide ongoing coaching to all supervisors within all units and ensure they are properly equipped, trained and motivated to achieve their objectives (8 steps of the call, wining every customer).
• Ensure proper roll out and sustain the implementation of applicable Best Practice processes within the unit.
• Assist the unit sales staffing and skill requirements. Develop plans to address short and long term HR needs.
• Report competitive activities to GM and franchise director in Saudi as and when it happens with and action plan against it.
Yemen Sales Manager handling all brand and categories ($4MM) and report directly to the regional sales director, with a responsibility of Finance, Supply, Sales. The responsibility includes managing the company volume, turnover and profit. Also develop the business from both consumer and trade stand point. Putting the long term vision, strategies and plans for Yemen market through handling three distributors.
• House Hold (Trans Arab Trading Company) “Dettol, Pif Paf, Airwick, Vanish, Veet, Bam, est.”
A team of 21 sales force.
• Health Care (Alrafah Pharma) “Strepsils”.
A team of 7 Shared with other principles.
• Health Care (Aljazeera Pharma) “Gaviscon, Fybogel, lemsip, Dispiril, est.”
A team of 7 Shared with other principles.
Achievements
• The Total business closed in 2007 at 230% Growth vs. 2005 and 161% vs. 2006
• Maintained 87% of coverage against total universe.
• Acquired more than 60% of shelf share in all categories segments across all Key accounts.
Responsibilities
• Manage traditional and modern trade sales team to deliver sustained competitive advantage for our brands at the point of sales. Deploy the sales objectives, goals and strategies to achieve the company action plans in the market. Develop the distributor organization capability and operation procedures
• Applied sales fundamentals (Coverage, presence, shelving, Merchandising and pricing, est.) to the trade in the whole country by conducting daily, weekly and monthly field visits according to the needs.
• Lead and develop the distributor wholesale, upper trade and retail sales team to deliver sustained competitive advantage for our brands at any point of sales.
• Deployed the sales objectives, goals and strategies to achieve the company action plans in the market.
• Developed the distributor organization capability and operation procedures.
• Developed a full coverage plan for all sections including number of customers, classification, and call frequency.
• Designed all trade channels Trade Spent programs including all details (i.e. required criteria, incentive, cost and guidelines) to achieve the best in-store presence for all brands and SKUs in the market.
• Implemented promotions and displays in the Key accounts along with its negotiations and deals.
• Preparing business papers/Fact Sheets for upper trade, whole sale, and retail’s trade spent in line with channel budget.
• Preparing reports to management i.e. (In Market Sales, Sales and Stock, Score Cards, Price Monitor, Trade Spent by brand, Trade Inspection, Monthly activity and Stock Simulation).
• Developed and implemented internal system and procedure to improve the distributor operation efficiency.
• Forecasting orders and securing LCs and payments with distributor’s finance and banks for the same.
• Co-coordinating with custom clearing and Logistics to ensure goods on shelf on time.
1998 – 2000 Symbiosis College, University of Pune , India • Master in Management M.Com.” Major Business Administration, Minor Marketing Management. 1994 - 1998 Symbiosis College, University of Pune , India • Bachelor in Management “B.Com” Major Business Administration, Minor Sales.