National Sales Manager
Noor Asia General Trading Co
مجموع سنوات الخبرة :22 years, 6 أشهر
Responsible for budget of 30M-AED and delegation of sales targets by channel / month wise.
Managing sales returns by 7% and monthly trade spent (returns, discounts, rebates, FOC, others as per BDA) by 15% as per company policy.
Monitoring day to day sales team operations, stock forecast & evaluating route wise performance.
Responsible for BDA finalization, Key account management and Trade channel management.
Responsible for new business P & L.
Coordination with finance team to evaluate route efficiency and optimizing route productivity by route restructuring and new account development.
Strategy development & execution by aligning with board and principal company.
Finalizing trade / consumer promotions and tracking efficiency.
Understanding market trends, consumer preferences and coordination with principal company to develop and launch new products / brands.
Participating local exhibitions / events to identify new brands / opportunities.
Monitoring competitor activities and identifying new opportunities / threats.
Delegating monthly KPI’s to all team members and evaluate their performance VS given objectives.
Identifying sales force training needs and conducting OJT, training sessions, weekly meetings.
Handling team recruitment, internal staff promotions, disciplinary actions, new employee assessment during probationary period and forecasting manpower requirements.
Risk management and defining SOP on inventory internal transfer, expiry returns.
Account development and quarterly meeting with top retail accounts.
Regulating AR and coordinating with all retailers to follow agreed payment terms.
Job profile
Appointed to lead UAE region sales & operations and reporting to MD. Managing a team of 80 members which consists Area Sales managers, Sales supervisors, Sales men, Sales assistants, AR executive, and team coordinator.
Key job responsibilities
Preparation of AOP by aligning with top management & BOD’s.
Sales budget planning and delegating budget by channel / area wise.
Maintaining S&D expenses less than 14% as per AOP.
Restricting market returns by 5%.
BDA negotiation & finalization with MT & TT chains.
Key account management at national level or regional level.
Analyzing route productivity & efficiency.
Delegating monthly KPI’s to all team members.
Training & development.
Strategy development & execution
Implementing trade / consumer promotions.
Planning & executing BTL activities.
New product launch, GTM and listing in retail MT & TT chains.
Handling team recruitment, internal staff promotions, disciplinary actions, new employee assessment during probationary period and forecasting manpower requirements.
Risk management and defining SOP.
Account development and quarterly meeting with top retail accounts.
Regulating AR and coordinating with all retailers to follow agreed payment terms.
Sales forecast & new business development.
Achievements:
Significant growth in sales revenue at 119% & 55% during 2017 VS 2016 & 2018 VS 2017.
Extended numerical distribution from 1400 outlets (Dec 2016) to 4000+ outlets by Dec 2018.
Added 26 new routes to reach targeted 50 routes by Dec 2017.
New business development
› 2, 138 outlets added in 2017, which has contributed to 18% worth 3.75 M (AED)in 2017 & same customers contribution increased to 31% worth 8.75 M (AED) in 2018.
› 1, 222 outlets added in 2018, which has contributed to 11% worth 3.15 M (AED) in 2018.
New Product launch & development
› Launched ID rice Idiyappam on July 17, which contributed at 10% 2.43 M in 2017 revenue.
› Launched ID batter range on May 18, which contributed at 13% 3.75 M in 2018 revenue.
Succeeded to reduce returns by 26% & total net returns 7% in 2017 VS 2016.
Implemented new system and succeeded to reduce returns by 4% in 2018 VS 2017.
Lulu group, KM, Nesto, Safeer, West zone group has added 52%, 30%, 13%, 41%, 61% growth
respectively in 2018 VS 2017.
Implemented comprehensive logistics & fleet system which supports to reduce fuel & operational
expense by 6.25% in 2018 VS 2017.
Achieved 100% store visit (except Friday) on daily basis by route clustering and supported to achieve
route productivity by 75%.
Leading SNE region sales & operations for MT, TT, FS, Vending Machine & HH channels. Reporting to HOD sales and managing a team 70 members and coordinating with national channel managers.
Key job responsibilities
Sales budget delegation by area & channel wise.
Delegating KPI’s & tracking efficiency.
Water, juices, tissues, Rice & CSD Category / channel wise analysis.
Distribution, coverage & new business development
Monitoring merchandising & portfolio visibility across SNE.
Analyzing channel level performance and profitability.
Key account management & quarterly sales review meeting with TOP retail chains
Planning & implementing consumer / trade promotions.
Negotiating & finalizing BDA with MT & TT retail chains.
Planning / executing account development strategies.
Training & development (One to One review session, OJT, meetings, reports)
Coordinating with marketing team to predefine primary and secondary market execution plans...i.e., new product launching, in store sampling, national promotions or campaigns.
Regulating AR and coordination with debt collection & sales team.
Customer relationship management and resolving consumer quality complaints.
MIS and tracking on competitor activities.
Route productivity
Key job responsibilities
Negotiating and finalizing vendor registration, BDA and product listing with MT chains.
Finalizing annual sales budget by channel wise by aligning with Finance and Sales HOD.
Finalizing products, cost prices, trade margin & consumer promotions.
Screening, interview and recruiting for all positions by aligning with HR dept - UAE & budget.
Planning distribution & coverage by presales & van sales operations.
Defining SOP for all department operations.
Monitoring Merchandising, placement of coolers, stands & visibility.
Delegating KPI’s for all new joiners and performance review before / after probationary period.
Internal / external marketing
Training & development.
Accountable for branch P&L.
New product development and launch
Sales forecast and coordination with logistics /production team.
AR
Operations efficiency and routes productivity.
Achievements:
Lead KSA Jeddah sales volumes from 5, 000 cases to 100, 000+cases PM in span of 6 months.
Developed Masafi Tissue 100 X 2 ply sku for KSA market, which contributed at 20% to region revenues.
Shifted Masafi 1.5 ltr packing from 1 X 12 units TO 2 X 6 units, which accelerated sales volumes by 75% vs previous months.
Started own logistics department operations instead of out sourced party and gained 100% service efficiency and reduces operational expenses by around 0.5 M per annum.
Placement of 100 coolers and 300 floor stands in span of 6 months.
Awards:
Certificate of Appreciation for best performance to set up Jeddah region business, operations and Masafi products listing in Panda, Danube, Bin Danube, Dukan and leading MT chains in KSA.
• Sales volume / budget delegation
• Business development plan & account development
• Distribution & coverage
• Channel analysis & strategy
• Category analysis & strategy
• AR
• Merchandising & visibility
• New product launch & development
• Key account management
• Negotiating & finalizing BDA
• Productivity & efficiency - sales team
• ROI analysis
• Sales promotions & trade promotions
• Team building & development
• Training & development
• Performance appraisal
• Customer relationship management
• Planning to achieve FS channel sales budget.
• Account development and service efficiency.
• New business development
• Finalizing pricing structure - customer classification
• Channel profitability
• Team building & development
• Performance appraisal
• Training & development
• Negotiating & finalizing exclusive agreements with FS customers
• Regulating AR & identifying overdue customers
• Planning to achieve annual revenue target & delegating to team.
• Distribution & coverage
• Merchandising & visibility
• Finalizing visibility agreement with MT accounts & ROI analysis
• Category / area wise performance review.
• Implementing trade / consumer promotions
• Key account management
• New product listing & development
• Company assets management
• Team management
• Training, development & performance appraisal
• Monitoring AR & following corporate credit policy
• Sales Audit
• Customer relationship management
Achieving daily / monthly sales volume & BDO targets.
Coordination with merchandisers
New business development & PEPSI model stores
AR - credit collection
MIS
Daily productivity & coverage
AWARDS
Certificate of Excellence for outstanding sales target achievement - Dubai Sales Summer Rally 2004.
Certificate of Excellence for outstanding employee conduct - Sep 2004
Achievement of monthly sales targets and increasing distributor network.
Conduct promotional activities and placement of POS material across the territory to achieve quantitative and qualitative results.
Organize trade shows and coordinating company-sponsored events.
Maintain healthy relation with individual, corporate customers and responsible for post sale services.
Tracking on competitor activities and market trends.
Coordinating with corporate advertising team with innovative ideas.
Specialization in Marketing Management
Specialization in Taxation