Trade Marketing Manager
Baqer Mohebi Enterprises
Total years of experience :19 years, 11 Months
Company Details: Baqer Mohebi Enterprise - Baqer Mohebi Enterprises (BME) is one of the foremost specialists in the UAE for the distribution and marketing of consumer goods, both food and non-food.
Product Portfolio: Britannia, Nutro & Bakers Pride
Responsibilities:
•Managing Trade spend and Net Revenues
•Develop and execute effective 4P strategies across channels and categories to optimize our presence in the trade and improve profitability
•Develop short and long term execution strategies based on through understanding of market conditions and trends
•Monthly Brand review with Partners and sales team
•Developing promo calendar matching to compete competition and trade calendar
•Plan, implement & Control a budget of Trade Spend of Channel
•Make decisions based on thorough understanding of Net Revenues, Trade spend and Margins
•Competition Analysis & Planning of Promotion to gain traction in market
•E Commerce Activation
•EPOS & Nielsen Analysis
MENA
Company Details: Notions Group - the creators of Dubai’s original guilt-free chocolate treat, Chocodate™ - is an innovative and regionally recognised Dubai-based group of companies that specialises in the manufacturing, local and regional distribution, global export and marketing of a diverse range of unique savoury snacks and confectionary items
Product Portfolio: Choco date, Arabian Delight, Butterfly, La Ronda, XL, Fiesta, Amigo, Raja, Twister, Extreme & Dates
Responsibilities:
•Develop and execute effective 4P strategies across channels and categories to optimize our presence in the trade and improve profitability
•Develop short and long term execution strategies based on through understanding of market conditions and trends
•Lead annual trade calendar planning and review process by understanding business objectives and translating them into 4P’s roadmap for sales executions
• Lead design of promo materials (POS) to support promo calendars
• Build 4Ps gap analysis and work with sales team to develop/agree clear, specific plans for corrective actions
• Develop Travel Retail UAE & KSA (ADDF, DDF & Lagardere)
• New Product Market entry and execution. Includes development of sales presentation /materials and tracking /analysing 4ps in market implementation
• Plan, implement & Control a budget for Trade Spend per market
• Make decisions based on thorough understanding of Net Revenues, Trade spend and Margins
Achievements:
•Has launched Rouge Chocolate Cluster in Gifting Category
•First one to launch Pic N Mix in Carrefour for Chocolate Cluster
•Initiated sampling campaign in International Market
•Developed Fact Book for Sales Team
•Implemented Perfect Store for Exclusive Chocolate and increased sales to 15% Growth
•Introduced Theme characters to marketing activation to drive growth in AUH Duty Free
•Initiated branded Pass Pack for the portfolio in AUH Duty Free
•Developed RTM for Tourist Attractions
•Initiated Corporate Selling Proposal in focussed area
Company Details: Al Seer leading FMCG distributor in the UAE and Oman with Category leaders covering
broad range of product categories and sales channels providing distribution services in the region
Product Portfolio: Ferrero, Mondelez International, Q.B.B, Reckitt Benckiser, Colgate Palmolive, Kimberly Clark, United Biscuits, John West, Narimpex, Americana Frozen, Fonterra, & Haribo etc
Responsibilities:
•Key Account Management
•Participate in the Integrated Commercial Planning Process (ICP is the annual planning process) through development of annual Customer Plans that support Brand and Channel Plans.
•Manage and penetrate customers at all levels and develop relationships with commercial and non-commercial accounts that enable achievement of plans and objectives.
• Prepare and deliver effective selling presentations that implement approved Customer Business Plans and employ effective game theory and negotiating strategies
• Negotiate for tailor made activities, top shelves, check out and NPD launches
• Negotiate and expand the retail spaces across Carrefour supporting with EPOS data
• Building of database for retail leaflet presence vs competitions in multiple categories
•Trade Marketing & Promo Planning
•Communicate approved retail activities, promotional plans, merchandising and new item authorizations with the Retail Team to ensure relentless retail execution
•Develop timely and accurate forecasts (volume and spend) for assigned accounts and revise throughout the year
•Responsible for leading development of the Trade Marketing Strategy to achieve defined business growth objectives across all product categories.
• Manage new product launches and brand dedicated BTL activities in-store to increase the reach to customers, visibility, push sales
•Assessing & designing promotions, based on retail audit report on market trends
•Reviewing displays, promotion budget, market conditions and competitor activities with post analysis of the campaigns
•Ensure optimum use of assigned marketing budgets through Trade Spend optimization & ROI calculation after every activation and promotions
•Pricing of SKU’s in line with corporate strategy of the company, principal terms and competition
•Post Evaluation of promotions and sharing observation and recommendation on analysis to Brand Owners
•Responsible for managing the overall marketing budget by allocating investments based on the results of key account performance analysis
•Accountable for investments within independent market by effectively analysing the Retail Universe and invest in potential outlets to generate positive ROI
•E Commerce
•Listing of E Commerce MSL
•Virtual Bundle Promotion Planning
•Activation of in /Out Sku
•Negotiation for Digital Branding Visibility
•Business Planning & Category Management:
•Playing an integral role in new business pitches and hold responsibility for the effective on boarding of new clients
•Evaluating & Monitoring annual budget plans, goal alignment and brand plan meetings with partners
•Reviewing & Analysing Sales & Category data for Business planning, Market trends & Brand Performance and Sales reviews
•Focussing on growing and developing existing clients, together with generating new business
•Acts as the key interface between the customer and all relevant divisions
•Brand Management:
•Plan, develop and direct marketing efforts for a particular brand or product
•Create strategies to take advantage of market opportunities
•Conceptualize strategic initiatives and implement details of a campaign
• Execute strategies with cross-functional teams
• Manage external marketing partners such as Partners, advertising agencies, digital marketing firms and production companies
• Implement brand standards and usage guidelines
• Assist integration of campaigns with brand consistency
• Track consumer and market insights by reviewing metrics such as sales volume, market share, profit projections, pricing and distribution, and by conducting consumer research
•Analyse sales data to update a brand or category portfolio, determine new products and delete underperforming products has manufacturing and R&D to consult on package and product as it relates to branding write reports, specifications and creative briefs
•Team Management: -
• Leading, training and motivating teams ensuring their career development
• Evaluating teams on quarterly objectives which are linked to Full year KPI’s
• Conducting & Evaluating yearly appraisals
Projects Handled:
•Annual Budgets: Assisted General Manager in preparing divisional budget and quarterly reviews.
•DPP: Direct Product Profitability, analysing direct cost by product on major principals and product range reviews
•SAP HANA- Has actively participated in setting up SAP Hana
•Ramadan Promotions: Royal Foods are basically seasonal during Ramadan. Prepared comprehensive Ramadan sales and promotional plan & successfully accomplished objectives inviting appreciation from the top management.
Significant Milestones:
•Recognized as Best
Brand Portfolio: Bel Formegeries, Lesieur Oil, Danone Biscuits, Panzani, Philip Morris & Ocean Spray
Company Details: ARTC FMCG leading distributor in the GCC providing distribution services in the region for leading brands in the categories
Key Deliverables:
•Steering initiatives for performing administrative support to the management and business planning team for its routine functions.
•Dexterously coordinating and preparing:
•Presentation for operational plans in line with principal requirements.
•Quality performance management evaluation and business plans.
•Business unit analysis for general management on monthly/quarterly and annually basis.
•Handling performance management to assist managers in formulating plans and policies.
•Analysing market and competitor’s activity /sales plans stock / intake to achieve budgeted sales, promotion plans and its investment.
•Developing and implementing marketing concepts in line with company’s strategies.
•Implementing marketing plans & ensure their adequate, timely execution in strategic manner.
•Designing market strategies for sales channel-markets for new brands through promotional strategies.
•Scrutinizing incoming / outgoing correspondences, documents and general administrations duties.
•Maintaining effective relationship with a wide range of people, internal and clientele
Significant Milestones:
•A professional modification was brought to the organization as total company has been turned to be more systematic
Kerala (5 Districts - Sales & Distributor Management)
Brand Portfolio: Paints & Adhesives
Company Details: Asian Paints Limited is an Indian multinational paint company The Company is engaged in the business of manufacturing, selling and distribution of paints, coatings, products related to home decor, bath fittings and providing of related services
Key Deliverables:
•Develop territory market development plan and obtain approval; develop a strategy to sell target customers, and identify items or product categories that require specific attention in support of this strategy
•Achieve satisfactory profitability and market share in relation to pre-set standards and specific trends within the industry and the economy
•Develop and execute sales plans and programs, both short and long range, to ensure the profit growth and expansion of company products and/or services
•Maintains sales volume, product mix, and selling price by keeping current with supply and demand, changing trends, economic indicators, and competitors
•Review the documents which are necessary for sales and delivery to be made and ensure all the necessary documents are available
•Monitor customer preferences to determine focus of sales efforts
•Manage the sales administration function, operational performance, streamline processes and systems wherever possible, and advising staff on maximizing business relationships and creating an environment where customer service can flourish
•Manage market research and competitor and customer analysis in coordination with marketing department
•Provide with detailed report to the senior management on Local Sales Section performance including, achievement of objectives, goals, targets, recovery, customer satisfaction, variation in customer and other necessary subjects
•Establish sales objectives in collaboration with GM, Business Unit and GM, Commercial by forecasting and developing annual sales quotas for regions and territories, projecting expected sales volume and profit for existing and new products
•Ensure long term customer retention and future sales opportunities by cultivating and maintain good relationships with the customer
Company Details: Leading Indoor Event Management in South India, handling innovative and niche themes
Key Deliverables:
•Accountable for handling overall coordination of marketing and sales activities nationwide.
•Dealing with the ad agencies for promoting the exhibitions in terms of handling media, outdoor exposure to maximize the visibility of the show.
•Responsible for the entire public relation activities of the exhibition and event management.
•Managing relationships with corporate clients
Significant Milestones:
•Stellar role in developing aggressive ad-campaigns and extensive promotional activities to elevate the company to a premium status.
•Distinction of successful tie-ups with giants like Times of India, Radio City, Over Drive in terms of associating them with the exhibition as official partners.
•Was able to negotiate for the best advertisement coverage in the areas which were handled.
•Brought minimum of 10 new clienteles in all events conduct across the trade.
•Collection status has been improved to 75% to 90%
•Appreciation letter from CEO for adding value addition by tie up with overdrive
courses: Reputation Management in Social & Digital Marketing –
courses: Object -Hana •Business Intelligence Warehousing. •Presentation Skills. •Personal Mastery •PGDCA & Internet Applications •Workshop on Category Management -Nielsen •Diploma in Social Marketing