Sales Manager – Middle East & India
Essity Hygiene (formally SCA)
Total years of experience :13 years, 6 Months
2015: joined as Marketing and Sales Support Manager for region MEA. 2017: Sales Manager secondment role for Saudi Arabia in which I grew net sales 89% YoY by implementing consultative selling approach aimed at end-customers. 2018: got promoted to Sales Manager Middle East. Then India was added to area of responsibility. Achieved NS growth of 24.9% YoY. Achieved 153% of EBIT target (stretch) by implementing price increases and effective management of product mix. Recruited 3 people by end of the year and provided required training and coaching. 2019: achieved NS growth of 37% YoY. Rolled-out CRM. Implemented effective distribution channel strategy and expanded network. - Trusted with overall responsibility of the region for developing and implementing effective strategies, budget planning & allocation, channel management and business development - led a team of two key account managers and sales analyst, provided direction in the dayto-day sales activities and the required coaching, tools and training to maximise performance - Full P&L responsibility for the region - Led multimillion dirham discussions with major accounts within the transportation, HoReCa, education and healthcare industries in UAE, Saudi and Kuwait - Developed detailed business plans with channel partners including objectives, action plans, KPI’s and managed their performance by organizing regular reviews and joint visits - Managed internal resources and collaborated with global teams to develop and implement plans for the operational infrastructure of ordering and supply chain - Represented the company at relevant forums to promote company image, establish partnerships and liaise with key players and organizations in the region - Prepared sales plan and demand forecast for products each month to help supply chain planning and to maintain adequate stock with channel partners
- Conducted in-depth market analysis and gathered required intelligence to help global manufacturing develop two products for local market; Hand-spray and 3L WC - Responsible for all product & sales training delivery - Managed internal resources (digital, creative, showroom design...) to implement marketing plans locally and in accordance with global brand guidelines
Established the marketing department at Kärcher by building the structure, setting objectives & KPI’s, hiring required personnel and creating policies & procedures
Developed the marketing strategy and plans for company products to achieve adequate market penetration, market share and brand positioning in alignment with overall company objectives and business plans
Conducted major marketing research project with Nielsen for household consumers covering different aspects like attitude & behavior, decision making process, brand awareness and usage
Planned and managed official launch campaign for steam cleaners which had outstanding results and ROI of 170%
Developed a business plan for the Board of Directors with the aim of growing B2C sales by 30% within one year
Increased Kärcher visibility at retail outlets by securing space, POS placement, utilizing branding opportunities and conducting in-store activities
Worked with sales and product management to prepare sales forecast and initiate product developments
Organized B2B target group events, exhibitions, B2C community activities & trade fairs and corporate events
Responsible for the marketing budget
Co-ordinate with external agencies such as advertising agencies, media agencies, promotion companies, printers and PR agencies for implementation of marketing plan
Study the needs and profile of all target groups in the region and develop specific marketing mix to target them with appropriate marketing techniques
Plan and monitor online activities including website, online shop, SEO/SEA and social media platforms
Responsible for store design and visual merchandising for Kärcher showrooms and dealer shops
Ensure timely reporting of management information covering utilization of marketing budget, progress against marketing calendar, market and competitor information
Sustain rapport with key accounts by making periodic visits; exploring specific needs; anticipating new opportunities
Launched first Cold Chain in Saudi Arabia with ROI of 280%
Initiated first emailing with Arabic copy
Plan & execute integrated marketing campaigns
Manage digital marketing activities including: website, affiliate marketing, social media, SEO, SEA, online communities and blogs
Coordinate the design and production of all marketing collateral
Design lead generation and lead nurturing programmes
Arabic and English copywriting