Area Sales Supervisor
National Food Products Company
Total years of experience :17 years, 6 Months
Plan and prepare promotional material to increase sales of products or services, working with customers, company
officials, sales departments and to coordinate marketing department to promote in store activities.
• Ensure stock availability and visibility
• Frequent visit to non-buyers
• QSR, MSL stock maintain & availability at settled time or at any special order, Promo etc. Liaison on daily basis
as per their requirements.
• Coverage Analysis and planning & BDA compliance.
Major Key Performance Indicators
• Weighted Distribution (mainly focus on Key Accounts MT1 & MT2)
• Numeric Distribution (increase the no of uncovered outlets)
• Horizontal and Vertical Distributions
• Sales team Development (Training, using diff. videos, Seminars & case studies)
• Channel Management
• KPI Management
• Daily Target achievement (Follow up by calls, social media, email)
• Daily Productivity (monitored by software)
• Drop size Analysis (No. of customers visited vs productive Customers)
• SKU/Cal (Area wise, B2C)
• Credit management (strong follow up, Credit and Cash Customers)
• Competition Analysis and counter planning (Spl. Offers, Gondola displays, Promotions offers & FOC etc)
• To have a complete track of competitor's intelligence in a key aspect.
In- store executions
(1) Merchandising (Eye Level and approachable to customers) (2) Gondola placement
(3)Promotional activities (Using flayers, broachers, stickers, etc) (4) Sales achievements vs controlled expiries
(5) Improve demand planning accuracy (6) Employee of the month and training and development
(7) Switching from NGAGE to WINIT software to enhance distribution efficiency
(8) Newly injected sku’s to be delivered to all outlets (benche mark top selling sku)
(9) Collection improvement and Journey Plan compliance
(10) Run a distribution drive for slow movement sku’s so that it must be available to all outlets.
Sheen International Trading is a group of companies under the flagship company Shakofah Group (IRAN). Our
firm deals in the Distributer/wholesaler of Evyap (ARKO, DURU), Jacsaf Perfumes, Master Fresh Juices &
Kangaroo Spring (Thailand & Australia) UAE), Nivea & Phillips (Iran) and Delmonte, Master Fresh & Jacsaf
(Iraq, Yamen & Syria). Today, Sheen International Trading Group proudly stands at the top as one of the leading
Cosmetic Products Importing, Exporting and Distributing Company in the GCC, Middle East & North Africa
(MENA) region
Major Responsibilities are:
• Make sure the satisfaction of clients.
• Responsible For overall sales strategy of assigned area and routes.
• Coordination with others Department
• Monitor daily activities of Salesmen and follow-up on the sales progress and accomplishments.
• Plan, coordinate and implement the sales value and volume targets set by the department head and prepare the sales
statistics and related forecast.
• Work with the Sales team regularly and provide direction and assistance.
• Set Salesman target by area by customer.
• Attend regular meetings to the Head of Modern Trade & National Sales Manager for the status of sales update and
deliver the daily sales report/activity of assigned area.
• Reconcile the total daily sales of the Team both Cash and Credit Sales, and ensure that Salesmen remit the Cash sales
fund to Cashier without any delay.
• Monitor all credit customers' outstanding dues by Liaison with Accounts Department, and ensure their outstanding
dues are collected and deposited to Company Cashier within the stipulated time frame.
• Generate the daily, weekly and monthly status reports regarding the overall Sales achievements and also competitor
activities for the perusal of top management.
• Ensure proper implementation of Sales campaigns / promotional activities.
• Always vigilant on the activities of competitors and ensure that we retain our business and from the establishments /
Shops / Outlets that have opened newly in the assigned area.
• Monitoring the efficient delivery of schemes and offers.
• Effective Distribution and Display of full range of our Products in every outlets..
Dubai, Sharjah, Ajman & Northern Emirates,
April 2012 March 2014 to Abu Dhabi, Al Ain and Southern Emirates
AL JADEED BAKERY is one of the leading bakery Industries in the United Arab Emirates Headquartered in Dubai. AL
JADEED BAKERY has 21 outlets in leading supermarkets across the UAE and has a wide distribution network
comprising a fleet of 120 vehicles and more than 600 dedicated employees. AL JADEED BAKERY also distributes raw
materials to leading bakeries in the UAE. From Arabic snacks to Asian sweets to European breads, AL JADEED
BAKERY products features a wide range of baked goods, frozen foods and food ingredients.
Principle Accountabilities
• Supervising and motivating the sales team in order to achieve the overall corporate sales objectives
• Revising and implementing the sales strategies plans
• Quick Service Restaurant (Fast food chain), including most of chain at Dubai Mall, Emirates Mall, Mirdiff Mall.
Dedicate vehicle for their supplies on or before time. Keep in touch all the time for any of their special order.
• Listing of all company's products in all Leading Key Accounts, A & B class markets.
• Generating sales opportunities by identifying appropriate business targets
• Assist Management by completing all assigned duties
• Handle customer issues, resolution and communicate escalated issues to the Management
• Assist with sales representative's questions, concerns and product/service questions
• Provide sales staff with proper training regarding sales techniques, legal requirements, and company products,
policies, and procedures
• Review and evaluate sales staff performance
• Establishes and adjusts selling prices by monitoring costs, competition, and supply and demand.
• Daily monitoring Credit recovery (Above credit limit, cheques returns etc.), Cash receive and PDC Cheques.
26% sales growth in the largest area consisting of 44 sub distributors and 03 handling distributors.
• Gained Strong visibility and shelf share in key accounts by signing annual contracts and launching BTL activities
in Horeca/Trade/HELT.
• Successfully achieved the results by trade marketing specially focusing to retail Promotions, store level incentive
programs, POSM.
• Deliver the sales KPI's by focusing channels.
• Installation of company assets and keeping all the record for 44 towns.
• Innovative utilization of TTS Budget for business growth focusing Trade Engagement, Team Motivation and
distributors through different activities and plan.
Generic Responsibilities:
• Market development by focusing all channels i.e. Retail, HORECA, HELT and Petro marts.
• Achieved highest growth and converted 100 new outlets in to coke.
• Completed the beverage universe survey in record time of 20 days in Faisalabad.
• Placed 140 new coke assets in the market and increased market share from 08% to 36% in Faisalabad City.
• Daily meeting with NON-buyers and converting them in to Coke by building relationships, negotiating and
sometime Tactical Withdraw to limit the competitor's moves.