Zonal Sales Manager
sharmeen Food Pvt Ltd
Total years of experience :27 years, 2 Months
Successfully launched date filled bar biscuits in first time in Pakistan .
Ensure availability in all cities of Pakistan
Hired Best distribution in Pakistan
Looking after the sales team in all over the pakistan and distribution
Ever highest sales volume in 3 months
Increase Numeric and distribution structure
Hiring and development infrastructure
• Currently managing the Nestle Waters business in Karachi’s Site area with Additional area Saddar (Old City) with one of city’s biggest wholesale market.
• Managing Sales team of 20 order bookers, 20 delivery man & 04 ADO along with KPO, accounts & Finance team
• Delivered 22% of volumetric growth against the projected target of 15% in the last year 2017.
• Winner up across Pakistan on Nationwide Numeric productivity and sales volume of a new launch FIT 330ml SKU.
• Responsible for wholesale, general trade and key accounts /LG’s channels within the specified area achievement
• Achieve highest retailing growth among all the metro regions of Nestle Pakistan in 2018
• Develop & manage region’s forecasts to ensure optimal stock available to meet demand and maximize freshness of product for 900+ direct covering Accounts
• Successfully increased both numeric and weighted distribution of selected brands through ongoing outlets filtration process to maximize operational effectiveness
• As a regional head, responsible for expectation management and career development of 40+ company sales staff including three managerial positions and 12 supervisory positions.
• Successfully mobilize resources to fill the structure gaps and maintain balances between promoting from within as well as talents recruitment
• Performing monthly sales forecast and competitive market analysis to determine performance level of the company, distributor and the dealer in its specific territory. Assess sale & market trends, proactively develop action plans and execute to ascertain competitive edge.
• Assuring proper utilization of company’s investments and adherence to company’s policies. Present proposals for further investments in different modes of business after preparing feasibility studies by analyzing expected business growth, POPs and ROIs of the projects.
• Provide strategic direction and management to above 100 dealers & distributors in order to achieve common objectives of growth and profitability.
• Recommending, executing and monitoring of BTL activities
• As Regional Manager Karachi having an average business size of PKR 55 Million
• Coordinate and suggest the Marketing and Trade marketing team in formulating the sales operational plans and strategies.
• Responsible for the region’s sales KPIs (real internal growth, organic growth, portfolio mix and year on year growth)
• Development of team members and sales & distribution systems.
• Develop and implement annual sales plans in line with company's desired objectives.
• Worked as a Regional Sales Manager -South for the Company and headed location and led the sales force. Develop strong business relationship with distributors by continuously monitoring their P&L; ensuring that distributors remain profitable and at the same time makes sure that distributors and their teams work within guidelines and principles
• Lead the regional sales operations network and the field sales team to deliver agreed objectives. .
• Active participation in commercial planning process, initiating and implementing field sales strategy.
• Implement channel category & customers plans.
• Ensure achievement of agreed targets/KPI for the region
• Update & measure performances of the Field Sales Organization Structure within the Region against defined KPI's.
• Ensure development of careers, succession plans, development and coaching of direct reports
o Leading Customer / Trade Marketing & Channel development function
o Give recommendation to marketing & sales on competitive response & their activities
o Propose strategies based on shopper insight channel wise
o Channels Analysis, Trade Promos & Visibility Solutions
o People development
o Propose/Manage trade promotion plan brand wise / channel wise
o Recommendation of right POP strategies / drivers channel wise
o Builds & maintains productive customer relationship
o Segment/Channel based study initiatives based on Channel behaviors & Shopper insights
o RTM Strategy formulation for General Trade, Modern Trade, Wholesale & Rural areas
o Leading ‘Retail/Trade Automation’ starting right from distributor to trade outlet
o Provide strategic inputs to sales & marketing in all planning process
o Assess customer strategies & performance & competitor’s trend & behavior to identify opportunities
o Attracts & selects the right third party
• Responsible for being a key point of contact for Sales execution, distribution management and operations within the geographic scope of my area delivering above optimal organic, volumetric and real internal growth.
• Responsible for the execution of the brand initiatives, channel category plans as per the channel and category prioritization.
• To make annual ICP and its successful execution.
• Coach, motivate and develop distributors’ and Nestlé’s direct sales force.
• Forecasting sales on area level and monitoring achievement.
• Demand generation of Nestle brands through in store excellencebased on AVA model (Availability, Visibility and Accessibility).
• Managing Retailing targets with maximum productivity achievement.
• Designing of optimized RTM with maximum efficiency.
• Maintaining a good OG, VG and RIG on yearly basis.
• Planning and executing Distribution & Channel Management strategies
• Planning Trade Promotion activities and ensuring effective utilization of Trade Budgets
• Managing Whole sale and Large Grocery channel through effective target locking
• Ensure monthly achievement of sales (value and volume) targets for local key accounts (Rs. 200 million) with respect to category, brand and SKU
• Manage day to day negotiations with the customers on bulk deals, displays and promotions
• Define and execute strategies and plans for the customer (s) in line with business requirements at zone level.
• Timely execution of distributor/customer/shopper promotions and activations.
• Obtaining in store space allocation at best possible rate, as part of trade activities implementation.
• Maximize accessibility, visibility and availability of all Nestle’ products across the channel
• Collaborate with field sales, channel development and supply chain to drive customer related initiatives.
• Ensure continuous improvement using the NCE (Nestle Continuous Excellence)methodology
• Coach, motivate and develop distributors’ and Nestle direct sales force
Nestle Pakistan Limited, Karachi, Pakistan
Sales Promotion Executive - January 2007 - present
• Planning and execution of BTL activities, merchandising initiatives, chiller maintenance etc.
• Monitoring / allocation of TPOSM/PPOSM and evaluation of strategic placement of company assets.
• Support SPM / RSM in all sales promotion related initiatives
• To supervise and prepare reports for the following activities
1. Market intelligence
2. Market hygiene
3. Stock monitoring
4. Promotional Events, Fun Fairs, Bachat Bazar and Exhibitions
• Execution of In-store and fascia branding activities including OOH monitoring and maintenance
• Coordinate the placement and utilization of merchandising staff, KPI and execution itinerary setting and evaluation
• Ensure in-house and third party functional and soft skills training and coaching of merchandising team and supervisors.
• Development of regional cycle plans, TPOSM frequency and area wise merchandising routing.
• Responsible for weekly Market Intelligence reports for the region.
Nestle Pakistan Limited Karachi, Pakistan
Sales Promotion Supervisor - June 2004 - Dec 2006
• Planning and execution of BTL activities, merchandising, chiller maintenance etc.
• Monitoring / allocation of POS material.
• Support SPM / RSM on various trade activities and market visits
• Responsible for regional reporting of all sales promotion related aspects
Nestle Pakistan Limited Karachi, Pakistan
Territory In-charge - January 2000 - May 2004
• Responsible for sales target achievement delivering optimal Organic, Volumetric and Real Internal Growth.
• To plan and execute different sales operations, channel growth and volume locking programs.
• To supervise distribution and monitoring of order booker / deliveryman.
• RTM development, In-call execution, and frequency setting.
• Market Census, and territory mapping
In 1996, joined Nestle Pakistan Ltd as a Sales Supervisor. Same year, I actively participated in the launch of POLO, FOX’S& KIT KAT.
• I attended Nestlé’s sales and merchandising workshop. I was member of the team, that the same year Nestlé’s launched “SOOTHERS”&“TOFFO” in the year 1997.
• In 1998, I was made Sales &distribution In-charge of Confectionery category. As a Sales &distribution in-charge, I was responsible for stocks handling, planning the itinerary of sales force and monitoring the overall sales activities at my distribution and additional support to regional executive for key accounts (LMT) & whole sale markets bulk sales.
• Maintaining warehouse of imported chocolate & required temperature on daily basis.
• Dispatched all imported chocolate to all cities in Pakistan through cold storage van.
• Part of leadership team of Karachi region to establish market leadership position inPOLO, SOOTHERS, TOFFO, FOX’S, KIT KAT, SMARTIES, LION BAR, NESTLE CRUNCH, NESQUICK CHOCOLATE etcbusiness for Nestle Pakistan.
• Handling of all stocks of confectionary for Karachi region, coordinated with head office the dispatch of imported chocolates
• Promoting and successful launched every new product of confectionery business in Karachi market.