Sales Director
MOJ Bottled Drinking Water - Hydromist Company
Total years of experience :16 years, 5 Months
• Established a robust business infrastructure comprising distribution channels, sales strategy, optimal pricing structure, logistics, trade marketing activities, financial projections, and a multi-functional team of 15 professionals.
• Reported directly to the Board of Directors with profit and loss accountability.
• Achieved 164% growth in sales revenue over the first 6 months, transforming operating loss into a net profit of 8%.
• Boosted brand availability and visibility by expanding coverage of cooperative societies from 10% to 55% within 4 months.
• Improved wholesale channel’s operational efficiency and effectiveness, resulting in a 123% sales increase within 3 months.
• Finalized business development agreements with Jamiea.com and Behbehani Company, accounting for 68% of private label sales.
• Oversaw daily sales activities of leading brands such as Halwani Brothers, Red Rooster, Deemah, Bragg, Green’s, Freshly, Jif, Reggia, Al Walima Rice, Hintz, Brownie Brittle, and Home Pride across 116 stores, including hypermarkets and convenient stores.
• Spearheaded a team of 1 account manager and 7 merchandisers assigned to The Sultan Center, Lulu, City Centre, carrefour, Monoprix, Grand Hyper, Oncost, Nesto, Saveco, and Agricultural Food Products Company, reporting to the General Manager.
• Successfully negotiated and renewed 8 business agreements for 2022 and attained a business development agreement with Monoprix Hypermarket - Kuwait in line with the company’s pricing structure and profitability
• Provided on-the-ground coaching and support to generate leads and successfully close new deals.
• Directed sales, marketing, and distribution operations of a brand portfolio that includes Gillette, Venus, Oral-B, and Duracell across 2935 stores, including hypermarkets, convenient stores, cooperative societies, branches, mini-markets, beauty wholesalers, groceries, and government entities, totaling $9.5 million in revenue in fiscal year 20/21.
• Restructured and constructed a team of 27 skilled professionals, achieving a 115% growth in fiscal year 19/20.
• Developed and aligned sales forecasts, initiatives master plans, category strategy, inventory levels, purchase orders, contracts, trade spend, claims, and price structures with the company’s senior management, brand principals, and the Gulf Sales director.
• Created an annual action plan with each account manager, followed by periodic meetings to ensure performance alignment with the agreed plans, adherence to merchandising standards, and achievement of the company’s key performance indicators
• Expanded coverage of C-segment branches from 53 to 221 by launching a distribution drive of Gillette, Venus, and Oral-B in 168 cooperatives branches, resulting in $283, 000 in revenue over 6 months in fiscal year 19/20.
• Planned and executed the installation of 80 permanent dump bins of Gillette disposable razors in 80 stores. This project generated 35% of male disposables sales in fiscal year 16/17.
• Enhanced Venus brand positioning and improved product placement by installing 14 branded fixtures within the feminine category in 14 cooperative societies, increasing Venus sales by 27% during fiscal year 18/19.
• Launched a wholesale channel growth strategy, including core range distribution and incentive plans, leading to a 143% increase in sales during the first quarter of fiscal year 20/21.
• Successfully collaborated with cross-functional teams and fostered mutually beneficial relationships with customers, which enabled the liquidation of excess stock worth KD 245, 000 in fiscal year 16/17.
• Optimized operational efficiency and profitability by negotiating 6 business contracts and reducing rent costs by KD 22, 250.
• Analyzed AC Nielsen data and presented various status reports to senior executives, brand principals, and the Gulf director.
• Provided field and off-field training and coaching to each team member according to his skills, knowledge, and abilities in order to build capabilities, boost sales fundamentals, and cultivate long-term relationships with customers.
• Acquainted the employees with the organizational policies and procedures besides safety regulations for implementing the same in daily operations.
• Actively participated in Procter & Gamble workshops, symposiums, and quarterly meetings to review and analyze market share, category and channel performance, in-store executions, new product launches, and product innovations.
• Managed sales and distribution operations of Gillette, Venus, Oral-B, and Duracell brands across 2384 stores, including beauty wholesalers, mini-markets, and groceries, reporting to the Sales Director.
• Led a team of 7 salesmen and 1 merchandiser, which increased sales by 25% in the fiscal year 14/15, totaling $3.2 million.
• Increased the core range distribution level in traditional trade channels to 83% by designing and executing the golden store project in 1872 traditional stores within the fiscal year 12/13.
• Acquired manager’s award for outstanding contribution towards Oral-B business growth for year 10/11 to achieve 122%.
• Organized day-to-day business activities, including sales orders, trade deal discounts, collection, journey plan, damaged goods return, initiatives executions, proof of performance, sales reports, and expense reports.
• Engaged in recruiting 5 van salesmen and equipped each with customized training based on his skills, abilities, and knowledge.
• Conducted on-the-job coaching to the team members to improve performance, manage customer issues, nurture customer relationships, and define training objectives.
• Monitored market trends, competitor activities, and customer needs, presenting relevant conclusions to the Sales Director.
• Supervised sales and distribution of Nada's dairy, juice, and tomato paste products across 236 stores, including The Sultan Center, City Hypermarket, cooperative societies, branches, mini-markets, groceries, and restaurants, reporting to the branch manager.
• Led a team of 3 salesmen, 1 merchandising supervisor, 3 merchandisers, and 3 in-store promoters, which grew sales by 16% in 2007, totaling 5.4 million Saudi Riyals.
• Performed daily activities that include, but are not limited to truck loading, daily journey plan, wastage control, market reports, and customer base update, in addition to stock and cash deposit reconciliation.
• Provided day-to-day coaching to the sales representatives to assist them in managing customer issues, identifying new business opportunities, improving performance, and maintaining strong relationships with customers.
• Utilized company coolers effectively and efficiently to maintain product visibility, hygiene, and optimal customer satisfaction.
• Reviewed the daily sales volume and wastage performance by route with each salesman against the agreed route plan to make sure his targets were being met on time.