Modern Trade and Trade Marketing Manager
Cairo Three A Poultry
Total years of experience :19 years, 10 Months
Lead Modern trade channels (Key Accounts, Key Retail, Pharmacy key chains and direct retail pharmacies) nationwide through managing and developing sales force team for each trade channel and head with a channel manager to achieve the channels objectives and targets within the company own brands strategies, and execution terms emphasizing on each brand and account growth drivers.
Develops Trade marketing function through start embed customer 4P strategy and tactics in line with respective marketing team and channels managers and building on global 4P strategy.
Defines Category/Channel trade marketing KPIs
Defines and manages the trade marketing budget with clear Trade Spend Structure (TSS) by brand by channel.
Continuous analysis of the customer’s position, works together with the channels managers to recommend in store actions aimed at strengthening company’s position in the category.
Key contact for the category trade marketing team concerning all promotional and customer activity.
Provides clarity to the CD teams on the activity plan.: category strategy, promotional strategy, and guidelines, key innovations/renovations, channel priorities and specific activity, core of the core and NRM priorities.
• Works through customer/channel specific issues and opportunities with the relevant Channels Manager. Where there is a significant issue or opportunity that threatens overall delivery or requires a change in strategy.
• Leads the CD teams to identify and close gaps in the short-term forecast through the S&OP cycle in addition of delivering the short-term forecast
• Makes cross-channel trade-offs, engaging the CCBT leader and CDLT where necessary Makes the decisions on stock allocation (channel prioritization), engaging CCBT leaders.
• Works with Category Management to ensure development of Local Customer Facing Category Strategy (CFCS) using the Global Category Value Drivers to ensure it is a compelling go to market strategy for use with customers.
• Creates the channel strategy for their CCBT and feeds this into the annual IBP process
• Sets the customer and channel targets for the category to reflect the channel choices
and prioritization, working with CCBT members to ensure the channel action plan is delivered and lead the CD team to operationalize the plan
• Promotional Spend:Sets the promotional strategy and guidelines and communicates to CD team.
• Builds CPP(Consumer Price Promotion) objectives into the customer/channel targets for the category (NRM Lever 4)
• Builds TTS objectives into the customer/channel targets for the category(NRM Lever 5)
• Represents the customer, the shopper, and the CD function in our innovation process (IPM)
• Ensures customer launch plans are optimal and that channel/customer issues and opportunities are addressed; participates in, and in some cases leads, a Perfect Launch workshop for an significant innovation projects.
Key Accomplishments:
• Highest growth ever for Skin Care category by 44% and Oral Care by 15%.
• Highest GM achievements for Skin Care.
Lead Modern trade channels (Key Accounts, Key Retail, Pharmacy key chains and direct retail pharmacies)nationwide through managing and developing sales force team for each trade channel and head with a channel manager to achieve the channels objectives and targets within the company own brands strategies, and execution terms emphasizing on each brand and account growth drivers.
Lead Modern trade channels (Key Accounts, Key Retail, Pharmacy key chains and
direct retail pharmacies)nationwide through managing and developing sales force
team for each trade channel and head with a channel manager to achieve the
channels objectives and targets within the company own brands strategies, and
execution terms emphasizing on each brand and account growth drivers.
Retail Channels Manager-Dal Food-Sudan-Khartoum
Jan 2016 to July 2018
Utilise planning and management skills while administering overall RT channels of
trade, including modern trade “MT” and traditional trade “TT”. Steer efforts towards
developing business programmes which related to performance, channel KPI’s and
objectives to maintain brand's market share for specific channel and sub channel. Lead
and control channel teams in order to execute strategic plan which helps in achieving
region standard. Reproduce and promote company owned brands image through
BDA and promotional calendar for KA, implementation of 4P’s and 3p’s for TT as well
as branding and awareness drives for HORECA. Conduct detail research on market
and competitor activities to understand current market trends, and generate detailed
report for management consideration.
Key Accomplishments:
* Progressed through series of positions with increasing responsibilities and
swiftly rendered a lead role and a key interface while supporting local
marketing activities. Streamlined personal sales activities and functions to
accomplish business goals, and prioritised day-to-day functions to increase
productivity.
* Built and sustained effective channel of communication with customers, team
members and stakeholders to ensure seamless functions. Supervised and
monitored performance of staff, and delivered constructive feedback to
achieve sales targets and optimal results.
* Spearheaded and controlled all aspects of works, and successfully developed
channels specific standards for promotions, merchandising, pricing and
equipment “POP solutions” by working with BU CD function.
* Identified, attracted and retained potential customers through developing
and implementing best practices and sales promotions which resulted in
significant increase in profit and business growth.
Utilise planning and management skills while administering overall RT channels of trade, including modern trade “MT” and traditional trade “TT”. Steer efforts towards developing business programmes which related to performance, channel KPI’s and objectives to maintain brand's market share for specific channel and sub channel. Lead and control channel teams in order to execute strategic plan which helps in achieving region standard. Reproduce and promote company owned brands image through BDA and promotional calendar for KA, implementation of 4P’s and 3p’s for TT as well as branding and awareness drives for HORECA. Conduct detail research on market and competitor activities to understand current market trends, and generate detailed report for management consideration.
Key Accomplishments:
• Progressed through series of positions with increasing responsibilities and swiftly rendered a lead role and a key interface while supporting local marketing activities. Streamlined personal sales activities and functions to accomplish business goals, and prioritised day-to-day functions to increase productivity.
• Built and sustained effective channel of communication with customers, team members and stakeholders to ensure seamless functions. Supervised and monitored performance of staff, and delivered constructive feedback to achieve sales targets and optimal results.
• Spearheaded and controlled all aspects of works, and successfully developed channels specific standards for promotions, merchandising, pricing and equipment “POP solutions” by working with BU CD function.
• Identified, attracted and retained potential customers through developing and implementing best practices and sales promotions which resulted in significant increase in profit and business growth.
Leveraged key skills and expertise while formulating and executing category plans to fulfil profit objectives. Evaluated channels performance and KPI’s to achieve channels objectives through channel and category trade marketing teams. Closely monitored and examined marketing investment and initiatives across different channels in order to identify appropriate methods.
Key Accomplishments:
• Attained business goals across overall product categories by devising and implementing trade marketing strategy.
• Exercised effective control and hands-on approach while developing strategy and tactics for 4P’s in compliance with channels objectives and global standards.
• Gained maximum ROI and visibility in trade by managing assessing trade activities, also contributed to the team effort to accomplish related results.
Designed and executed Dal food KSA entry strategy in line with regulatory and legal
framework in KSA by regularly communicating and interfacing with DAL food
consumer business, functions and compliance teams. Created detailed understanding
on current trends by conducting market analysis, and prioritised DAL food businesses
on the basis of market size, also identified and captured key opportunities for
successful entry in KSA. Recognised and fulfilled current and new market
requirements by consistently monitoring market developments in KSA.
Key Accomplishments:
* Strengthened professional relations with consultant team to select
appropriate distributor to be Dal partnership in KSA as well as focused on
continuous market improvement and development.
* Accomplished objectives of company owned brands (POP plans and
objectives, distribution, volume and visibility) by setting up channels KPI’s
and objectives.
* Structured processes and procedures to augment daily functions, and clearly
articulated go-to-market approach and strategy to enter into market.
Devised and implemented generation strategies which resulted in significant increase
in sales maximisation for market share, weighted and numeric distribution as well as
customer dealing and account registration. Successfully delivered annual IMS targets
(320 M USD) through tactical management and trade promotion by commercial plan
execution and robust category management.
Key Accomplishments:
* Synchronised marketing activities to control a commercial Turn Over plan
of over 250 M USD/year, and delivered trade marketing budget of 3.5 M
USD per years with a turn over plan of over 250 M USD per year.
* Transformed commercial structure in line with industry trends, customers
demand and competitive forces, also developed improved channel strategies
to enhance operational efficiency. Attained 26% growth in 2009 and 20%
growth in 2010 USD respectively.
* Achieved bottom line results and targets (over 80 M USD) by cooperating
with marketing team and key consultants, also actively delivered category
growth plans to guarantee effective marketing of category trade.
Harnessed in-depth knowledge and key skills while designing company’s strategic roadmap for both short and long term goals as well as augmented daily functions and administered organizational activities to enhance IMS performance and achieve point of buying objectives per trade channel.
Key Accomplishments:
Adeptly tracked and delivered trade marketing budget (3.5 M USD/year) and a turnover plan of more than 250M USD per year. Accomplished desired goals and attained 26% growth in 2009 and 20% growth in 2010.
• Closely analysed and monitored commercial structure, and guaranteed adherence to industry trends, shopper understanding and competitive forces to build up-to-date channel strategies.
• Apply POB plans to ensure brand's visibility to maximize revenue as well as deliver company's own brand image.
• Responsible for cash collection and following customer's credit within company credit policy.
Closely analysed and monitored commercial structure, and guaranteed
adherence to industry trends, shopper understanding and competitive forces
to build up-to-date channel strategies.
* Apply POB plans to ensure brand's visibility to maximize
revenue as well as deliver company's own brand image.
* Responsible for cash collection and following customer's credit
within company credit policy.
Expertly delivered support with the revenue growth across in North Africa,
established and influenced strategies for the cycle form POB (point of buying) for
effective sales launch.
Key Accomplishments:
* Maximised company’s profits and achieved owned brands' visibility in market
by supporting and guiding the POB and Merchandising activities.
Demonstrated expertise and fundamental knowledge while dealing with all
merchandising projects related to trade marketing and plans with the
merchandising and sales teams. Successfully implemented projects in the market,
and analysed results regarding to the sales growth and brands knowledge to the
consumers.
Key Accomplishments:
* Enhanced company owned brands’ visibility in the market by developing and
executing creative ideas, also created a merchandising team for Unilever in
Sudan to run the merchandising business.
* Structured processes and procedures to augment merchandising functions,
and evaluated company key activities in the market to achieve optimal results
and goals
Faculty of Civil Engineering