Sales and Marketing Manager
Yacoob Trading and Contracting
Total years of experience :21 years, 8 Months
Role Description:
Managed all the sales and marketing activities across the Modern Trade, HORECA, Wholesalers and Tenders for the following FMCG brands: Aoun Foods (Spices, Lentils and Cereals), Chamsa (Depilatory Products), Lady Care (Nail Polish Remover), Coco Mazaya and Coco Nara (Shisha Charcoal), BM and MBM Mechalany (Pickles), Aruba (Cake Mixes), Happy Gardens (Olives and Canned Food), Imya (Shisha and Shisha Accessories), Second House Products (Spices, Lentils and Cereals), Tannous (Olive Oil), Cafe Abi Naser (Coffee), Al Amira (Roastery), Al Nakhil (Tehina and Halawa), Hayat (Detergents) and Mimosa (Tissues).
Responsibilities:
• Reported to the Owner, leading a team of 22, to drive business development with complete accountability to accomplish targeted channel sales volume and profitability in line with specified key performance indices
• Prepared marketing & sales objectives by planning, developing, implementing, and evaluating merchandising and trade promotion programs; developed field sales action plans to achieve market share metrics
• Motivated and led sales force and merchandisers to achieve optimum performance
• Assessed, agreed on manpower needs, selected the right people, evaluated performance, contributed to the decision to promote, retain or terminate, mapped competency & identified training needs
• Set and implemented customer / channel business plans in alignment with organizational objectives
• Negotiated yearly contracts and visibility agreements to achieve set corporate goals
• Designed sales strategies and specified merchandising standards to ensure shelf / in store excellence
• Optimized route to market strategy and sales structure operations
• Negotiated and led dialogues with Key customers to acquire new business opportunities
• Followed up on sales collection to secure company revenues and protect the business continuity
• Coordinated with other functions within the organization (Supply Chain, Logistics, Finance) to ensure that proper delivery solutions are put in place and customers are provided with high level of customer service
• Generated business and sales reports and prepared presentations when needed and updated higher management on sales performance
• Structured and proposed to the management the changes needed to improve current sales operation to optimize performance and meet the company long-term plans
• Determined annual and gross-profit plans by forecasting and developing annual sales; projected expected sales volume and profit for existing and new products; analyzed trends and results; established pricing strategies and selling prices; monitored costs; competition; supply and demand
• Improved product marketability and profitability by researching, identifying, and capitalizing on market opportunities; explored scope to expand business by recognizing consumer requirements; defined market, competitor's share, strengths and weaknesses as well as evaluating current portfolio
• Sustained rapport with key accounts by making periodic visits and exploring specific needs & opportunities
Achievements:
• Successfully restructured and merged the 2 companies into one entity with right sizing of sales force numbers, setting new standards for daily work, optimizing route to market process strategy, evaluating existing portfolio and continuing with profitable SKUs leading to a decrease in 25% in operating expenses
• Managed to enter Carrefour - Qatar with appropriate listing of existing portfolio
Role Description:
Directed the procurement operations, checked & approved raw materials, finished goods, related accessories as well as appointed and managed lease contracts with the contractors.
Responsibilities:
• Reported to the Owner, led a team of 50 in the family owned real estate business, arranged client meetings & opened business development dialogue with strategic customers & realtors to generate new business
• Framed marketing & sales strategies, directed all aspects of project from design stage to financial management, quality control, & monitored of work in progress
• Prepared contracts as per established rules and guidelines to ensure adherence to local laws
• Built referral database through networking & generated leads for new business
Achievements:
• Slashed overall costs through streamlined outsourcing of goods, price negotiations and fees of contractors and prioritized cost effective purchasing which resulted in 20% overall savings.
-Contractual (6 months project)
Role Description:
Restructured and Managed all the sales across the Modern Trade and HORECA channels for the following beverage brands: Coca Cola, Sprite, Fanta, Rani, Canada Dry, Schweppes Tonic and Barbican.
Responsibilities:
• Reported to the Sales Director and Country Manager, led a team of 10, to drive business development
• Periodically updated top management on current market trends, schemes & competitor moves, prepared sales & promotional budgets & business plans to achieve market share metrics, planned, managed and optimized investments
• Motivated and led sales force and merchandisers to achieve optimum performance
• Set, implemented, and monitored customer / channel business plans in alignment with organizational objectives
• Conducted frequent market visits and store audits to check proper execution of plans
• Coordinated between internal cross-functional resources in production, logistics, marketing & finance to optimize route to market strategy and sales structure operations
Achievements:
• Successfully generated 30% organic growth in sales revenue despite facing stiff competition
• Initiated robust steps to meet core distribution, coverage, and visibility objectives within framework of category planograms & merchandising guidelines
Role Description:
Successfully built the company from foundation to a fully functional operation by identifying new business opportunities related to new entry products, building the company’s sales force, developing the company’s sales channels and closing key transactions across the Modern Trade channel for the following FMCG brands: LB Beer and Sports Mix Candy Bag..
Key Responsibilities:
• Championing all aspects of sales, business development and relationship building.
• Formulating and delivering sales / marketing strategies for existing product lines as well as launching of new ones and escalading it to specific channel levels.
• Initiating, leading and finalizing the annual business review / planning process.
• Developing, implementing and projecting market trends: sales plans, merchandising standards and forecasts (by: month, volume, value, SKU, channel of distribution and sales representative) in order to accommodate corporate goals.
Achievements:
• Realized the listing process in record time within the Modern Trade Channel in just 2 weeks.
• Skillfully formulated & delivered sales & marketing strategies for existing product lines as well as to launch new ones to ensure accurate delivery across specific channel levels.
Role Description:
Managed all the sales activities across the Modern Trade and HORECA channels for the following beverage brands: Heineken, Almaza, Laziza and Rex.
Responsibilities:
• Reported to the General Manager, led a team of 17, to prepare sales operational plan for each channel per brand
• Prepared yearly sales plan, allocated budgets & volume targets split over the year, and cascaded it down to monthly targets to meet corporate goals
• Maintained annual operating plan (AOP) & aligned expenditure to confirm with budgetary requirements & objectives
• Established employee goals, conducted employee performance reviews, identified training needs, & recommended training for professional skills development to fulfil human capital development objectives
• Planned, managed, and controlled client negotiations on annual contracts, finalized favorable trade promotion and visibility agreements, & tracked yearly budget spending to maximize return on investment
• Developed new strategies and merchandising standards to win at shelf and in store excellence
• Kicked off tailored events and promotional activities within timelines as per business plan
Achievements:
• Played a pivotal role to reduce overdue debts by 33% in off trade and 50% in on trade departments respectively and effectively aligned collection / account receivables to the set corporate goals
• Reengineered existing systems to generate 25% organic growth in sales revenue
• Competently steered consistent market growth through rapid market penetration and market development by strengthening the brand equity through brand building and brand activation efforts
• Successfully initiated the restructuring process in off trade & on trade departments with right sizing of sales force numbers decreased by 40%, setting new standards for daily work, and by optimizing route to market process strategy
Role Description:
Managed all the sales activities across the Modern Trade channel for the following FMCG beverage brands: Red Bull (Energy Drink) and Nada (Mineral Water).
Responsibilities:
• Reported to the General Manager, led a team of 6, to formulate business plans, forecast demand, and allocate sales budgets to spearhead FMCG distribution operations of Red Bull energy drink in line with set key performance matrices
• Provided strategic directions to track sales volume & visibility objectives as well as manage debt collection targets split by volume & client wise to maintain healthy cash flows
• Developed in-store visibility plans and followed up to achieve timely and effective implementation
• Negotiated & finalized annual visibility agreements to build additional off shelf displays in key traffic areas to positively impact consumers
Achievements:
• Competently organized daily action plans to ensure maximization of opportunities and reported business trends
• Effectively followed up on implementation of annual sales plan as per strategic guidelines set & continuously improved share of shelf versus competitors to amplify impact of product visibility on consumer brand awareness
• Made significant contribution to steer a high trajectory organic growth path by constantly maintaining 25% year on year top line sales revenue growth versus 15% forecasted growth
• Successfully reduced visibility budget spending by 10% in FY 2004 while maintaining market growth rate
Role Description:
Managed all the sales activities across the Modern Trade channel for the following FMCG: Dettol (Antiseptic Detergents), Veet (Hair Removal), Air Wick (Air Freshener), Vanish (Stain Remover), Calgon (Water Softener), Vileda (Household Cleaning Products), Aquafresh (Toothpastes and Toothbrushes) and Duni (Napkins).
Responsibilities:
• Reported to the Sales Manager, led a team of 12, to implement marketing strategies, merchandising and category management to achieve corporate goals as per the defined key set parameters
• Executed agreed sales plans with customers to deliver budgeted volume, profit, and ROI
• Coordinated marketing activities to secure distribution of widest range of products to achieve sales targets
• Developed & executed promotional calendar & BTL activation plans
• Analyzed retail audits and suggested corrective actions
• Evaluated team member performance on a monthly and quarterly basis
• Resolved critical issues related to sales and escalated important matters to top management
Achievements:
• Successfully pioneered “Vileda Wheel of Fortune” promotional programme to upgrade the mop usage, strengthen brand image and create brand awareness which was continued for 3 consecutive years based on excellent market response
• Displayed accountability to plan & execute marketing plans and tailored promotions to enable efficient capitalization of market opportunities while maintaining accurate volume forecasting per client
Role Description:
Framed survey design, compiled and analyzed statistical data using modern and traditional research methodology and made appropriate recommendations to clients.
Responsibilities:
• Reported to the General Manager, led a team of 6 in marketing research firm to collect data on consumers, competitors and markets and consolidated information into actionable items, prepared reports and presentations to meet client needs in line with the research objectives and as per the set key performance indicators
• Performed validity and reliability tests on questionnaire to undertake market research
• Conducted program development and evaluation studies using qualitative or quantitative approaches
• Recruited consumer panel members and other respondents, arranged logistics to conduct focus group discussions & depth interviews of target audience
• Assisted in preparing SWOT analysis of new markets and products
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