Senior Manager Sales Operations, Systems and Activation - Malaysia & Singapore
Mondelez International
Total years of experience :8 years, 3 Months
Successfully driving the Growth and Execution pillars of the annual contract. Working closely with Sales Team to ensure top of the line execution in trade. Maintaining and setting up systems and processes, providing better visibility of execution to drive action-oriented decisions. Developed shopper activation plans to ensure better visibility and uplift from trade.
- Handled 3rd party merchandising partners to delivered outclass executions on trade as per category plans.
- Tracked and drove actions upon Perfect Store KPI’s like On Shelf Availability, Share of Shelf, Promo Compliance etc. in collaboration with sales team to achieve a size of price of 2million USD in Malaysia and 700, 000 USD in Singapore.
- Led OPEX planning and discussions with the distributors to drive efficiency resulting in optimization of resources.
- Revisited and developed distributor trade service plan and resource allocation.
- Led system harmonization and optimization initiatives to ensure end to end solutions.
- Planned and aligned consumer spends and sales over heads with relevant stakeholders.
- Achieved exceptional visibility and consistency through development and execution of point of sale material.
- Led the War on OOS to increase on shelf availability by working closely with CS&L and Merchandising teams.
Drove winning visibility and consistent brand image on trade across Malaysia and Singapore through planning and delivering stand out point of sales material and strong insights led shopper activations. Developed strong relationship with external agencies and worked very closely with brand, trade marketing and sales team.
- Designed and executed full year below the line activation plan.
- Developed and executed impactful POSM and POB in store for best results.
- Evaluated, Prepared and Executed plans to win at checkout counters with unmissable presence of our products.
- Spearheaded the development of consistent brand images across Malaysia and Singapore and developed strong relationships with external agencies.
- Rolled out project transformers which transformed operations in modern trade business of Mondelēz.
ACHIEVEMENTS HIGHLIGHTS:
Won 2 global Mondelēz Awards:
- Best Innovative and impactful Point of Sales Material Globally.
- Best initiative to drive sustainability.
ADDITIONAL RESPONSIBILITY:
HEAD OF SALES OPERATIONS - MYSG (MATERNITY COVER- DOUBLE HATTING) June 2020 - December 2020
Supervised and rolled out a project called “Transformers” for Sales Operations. Resulted in reduction of sales overheads, improvement of On Shelf Availability and Net Revenue.
The role encompassed several sales and commercial pillars which are key to success of the organization. Led the largest team in MYSG BU. Delivered 4.7 million MYR additional revenue by perfect store and right store initiatives in 2018 and 5.1 Million MYR in 2019.
Perfect Store:
- Established and Managed Perfect store programs for traditional trade and modern trade so that our products are unmissable in-store.
- Identified key customers and closely worked with them on Category Management Projects. Rolled out Category management project for biscuits category at Giant Malaysia (Dairy farm group) which helped them to drive Biscuits category more efficiently and gave us an additional 4% share of shelf.
- Owned the entire POSM process from Development to Deployment.
- Collaborated with sales team and customers to improve perfect store opportunities.
- Accountable for the tracking and maintenance of assets for and on trade.
- Worked with sales team to convert insights into action with Net Revenue Management Framework.
- Developed and rolled out “Picture of Success” for all Customers and RE’s.
Right Store:
- Drove initiatives to increase numeric distribution.
- Revisited and designed Route to Market for distributors.
- Examined current retail environment classification in system and reclassified stores under right RE where required. Activity resulted in an improvement of overall organizational MSL/MSS score.
- Initiated and executed an E-B2B initiative to maximize ROI of distributors and redeploy sellers to drive efficiency. Total yearly revenue generated by SPOT Order at the end of 2019 was about 1.8 million RM.
Sales Force Effectiveness team (SFE):
- Ensured reporting and data visibility support to sales operation and BU leadership team.
- Led system development/maintenance for the Business Unit. Assisted the regional teams in deployment of OSA and Tableau.
- Delegated and supervised team to conduct quarterly trainings to ensure uniformity of usage across the teams.
- Delegated and facilitated the team to develop effective dashboards which were fit for purpose to drive actions.
Sales Capability:
- Developed sales capability calendar and drove the Mondelez sales capability agenda for both Mondelez and distributor sales employees.
- Conducted sales capability assessment.
- Facilitated regional teams in Sales Collage SEA development and execution.
- Maintained a pool of train the trainers to deploy trainings to extended organization.
Promoted through a series of increasingly more responsible roles of managing multiple zones and regions of Pakistan. Mondelēz Pakistan was split into 3 regions and I was responsible for the North, which was geographically the 2nd largest region.
- Led a team of 4 Area managers, 16 Territory Sales Officers, 169 Sellers/Merchandisers, 6 Distributors and 32 Sub Distributors.
- Worked closely with the National Sales Manager to work out the distribution strategies and coverage plan to maximize the sales potential of different areas in the regions.
- Built and maintained long term, lasting customer relationships with key decision makers.
- Created a positive and motivational work environment.
- Responsible for Sell in and Sell out targets of the entire region.
- Accountable for deployment and compliance of organizational standard operating procedures on distributor and in trade.
ACHIEVEMENTS HIGHLIGHTS:
- Awarded "Regional Sales Manager" of the Year 2016 & 2017.