Sales and Marketing Manager
Confidential
مجموع سنوات الخبرة :16 years, 5 أشهر
Sales and Marketing Manager - E-Commerce and Retail Key Accounts-FMCG-Beauty Professional-Retail Stores
E-Commerce and Retail key Accounts Responsibilities:
▪ Sets the strategy for the company E-Commerce platform and E-Commerce and Retail Key Accounts
▪ Customizes the distribution plan for multiple brands according to host brands guidelines and objectives
▪ Develops and implements the market strategy for selected key potential e-commerce and retail partners and sets standards, systems, and
best practices for new product listings and content creation
▪ Defines the metrics and drives the sales of the specific accounts at each operations level (front end operations, product Assortment,
supply chain and brand marketing activities to increase the visibility of different brands and products performance)
▪ Negotiates annual contracts with retailers (new listing, visibility, and promotion) and ensures strong performance with the assigned or
new clients while developing short and long-term objectives, related to each partner
▪ Evaluates pricing, contracts and products portfolios with customers regularly through regular visits and follow-ups
▪ Ensures that revenue targets and sales margins of assigned accounts are met
▪ Monitors stock/inventory performance daily and identifies non-performing stock and recommends optimal action where necessary. ▪ Hires and guides the division team while making sure they are properly equipped, trained, and motivated to achieve their objectives. ▪ Implements online and offline products activation and campaigns for internal and external partners
Marketing & Social Media Responsibilities:
▪ Develops and implements the marketing strategies and activation plans/guidelines for E-Com, Retail, Beauty Professional and FMCG
divisions within agreed-upon calendar, budget and ROI expectations
▪ Plans and executes Suppliers visits and training events
▪ Plans & executes locally made promotions while ensuring and manages the Marketing Calendar
▪ Manages the company social media accounts and decides advertisement content for various activities
▪ Plans and executes outdoor and social media campaigns including bloggers activities
▪ Works closely with different teams (product management, graphics, sales) to create marketing content.
▪ Organizes promotional events and coordinates days of deliveries with sales teams as per plan and adherence to brands guidelines. ▪ Coordinates with third party suppliers for co-packing of promotions, POS materials production printing & other services
▪ Managed distributor relations and sales operations while achieving targets and maximizing sales opportunities with every form of retailer’s interaction
▪ Supported partners with decision making when it came to special offerings and implementation
▪ Negotiated and concluded annual contracts with retailers (new listing, visibility, and promotion), conducted negotiations, agreed and set
objectives and commercial terms to ensure strong performance with the assigned or new clients
▪ Opened new accounts, built a strong customer portfolio and identified development and growth opportunities
▪ Built relationships with partners, gathered information from partners about planned activities and developed short and long term
objectives for each retailer
▪ Identified leads and services to new clients and planned new marketing initiatives
▪ Maintained a good working relationship with new contracts and managed projects and milestones based on business units needs
▪ Sales and Education Manager for over 200 employees across GCC
▪ Travelled across GCC and conducted Al Tayer Beauty Academy programs, workshops and seminars across the operating following
countries in GCC: Kuwait, UAE, Qatar & KSA. This includes a list of behavioral, Sales and technical beauty courses (Skincare,
Makeup, Fragrances)
▪ Managed the sales and education for a Portfolio of 3 main international brands (Murad IOMA, Iluminage)
▪ Traveled across GCC to manage 20 sales locations / counters for these 3 brands, educate Beauty Advisors on products and sales and
followed up with them to achieve brands targets as agreed with international brands
▪ Acted as an international presenter for these brands, attended international commercial meetings and conferences with host brands ▪ Worked closely with the regional and international commercial team in preparation for category reviews, sales performance
management, action plans, innovation products, new launches and product turnover
▪ Analyzed brands performance and ROI in line with marketing activities and promotion support requirements
▪ Developed Key Business Relationships with Business Partners and distributors in GCC and negotiated partnerships possibilities
▪ Accountable for all financial aspects and forecasting including training budget, marketing and events planning.
▪ Assisted in the development of brand strategies, annual marketing plans and annual advertising and promotion budgets, adapted to local
markets
▪ Contributed to HR projects, hiring Beauty Advisors, regional training needs, recruitment, talent management, evaluation analysis and
team performance management
▪ Implemented the E-Learning strategy and platforms according to host brands guidelines
▪ BrandTrainingManagerforover800employeesinGCC
▪ Developed yearly training strategy plan to meet the identified needs and organized training events
▪ Identified training needs analysis, reviewed the succession plans for the business and put proper development plans in place for people
to know where they can progress
▪ Created brand training materials from scratch for induction plan, sales and customer service, products knowledge and beauty academy
▪ Designed, developed and delivered “classroom‟ and “on the job” training activities to all levels of store team and head office employees
(area managers, store managers, sales staff, Beauty Advisors, etc...) including induction programs, product knowledge courses, service and selling skills courses for internal and external employees in order to develop required levels of product knowledge and raising brands awareness
▪ Worked closely with host brands, brand managers, marketing managers and operations teams to identify where training focus on could foster a strong brand identity and achieve business objectives
▪ Managed the training budget in line with the brand expectations and applied costing to developed packages
▪ Evaluated and monitored effectiveness of brand training, measured evaluation of training delivery, provided reports to ensure the
professional standards were maintained
▪ Played a key role in the implementation of the Education Strategy and buildup of the E-Learning Management System
▪ Acted as a link between the Visual purchase department in Sweden and the visual team at the head office in Kuwait
▪ Applied the global Visual directions in order to maximize business profitability and visual impact at H&M Alshaya Middle East stores
▪ Planned and organized the season kick offs/ sign offs together with the other functions and field team.
▪ Customized and presented original indoor and window campaigns / color stories received periodically from the host brand according to
market needs and occasions
▪ Ordered products and marketing materials for Window and Indoor display for 100 stores
▪ Followed up with Regional Managers, Area Managers and Stores Team to ensure all changes are done as instructed and that all stores
are following the guidelines.
▪ Clearly communicated with other functions (ex: Marketing, Merchandising, Operations, etc...) and worked on improved solutions
▪ Visited competitors and stores to collect feedbacks and prepare improvement plans
▪ Ensured the effective implementation of plans, policies and procedures through leadership of the Store team by setting goals and objectives, managing performance, developing and motivating employees, in order to guarantee the highest levels of performance
▪ Monitoredstocklevels, maintainedinventoriesandmanagedre-orderingstocks, controlledtheprocessofreceivingshipments, the operational procedures, the loss prevention and health and safety standards
Key Responsibilities-Business Development (Pharmaceuticals, Furniture and home appliances Business Units):
▪ Management and development of the single customer view database portal to provide insights on business development and opportunities
▪ Conducted research and development projects pertaining to brands positioning, awareness, market share and business process re-
engineering
Key Responsibilities-Business Development (Pharmaceuticals):
▪ Developing medical representatives and promoters CRM skills and techniques for successfully promoting and selling the Dermatology and beauty products (Bioderma, Uriage, Nuxe, Mustella, etc..) for both B2B and B2C customers.
▪ Identifying Market segments for each product type and classifying customer database based on categories
▪ Conducting Mystery Shooppers programs to measure Pharmacies, Medical Representatives and promoters'performance.
Key Responsibilities-Business Development (Furniture):
▪ Analysing the business process, employees’ skills, highlighting grey areas through the whole operations process and proposed a business case development and success plan to improve operations at all touch points
▪ Designing CRM/Marketing activities to target specific customer segments
▪ Market research project including SWOT and PEST analysis to stand on top of competition
Key Responsibilities-CRM (Pharmaceuticals, Furniture and home appliances Business Units):
▪ Provided vision, direction and goals for customer care including customer feedback mechanism, and communicating such to relevant business units
▪ Planned demand generation activities in addition to providing Market insights and Competitive Intelligence
▪ Developed training materials and provided such to sales and post sales staff to ensure highest level of customer satisfaction
Managed numerous modules of the CRM Project, highlights of which were:
▪ Defined project scope and action plans in line with project goals/objectives
▪ Analyzed Business Units sales life cycles, mapped the related processes, and re-engineering processes. Customized a concise customer data capturing for business units use
▪ Developed call center plan encompassing IP Telephony system, IVR, ACD, Call Recording System, Contact Center Software, Computer Telephony Integration, Self Service and sms applications and wrote a bilingual IVR text then mapped the structure of the IVR and ACD calls routing
Key Responsibilities-Market Research:
▪ ManagedtheMarketResearchteam, plannedthemarketresearchactivitiesanddevelopedsystemsforcollecting, organizing, monitoring and interpreting market data as well as research resources for case studies to achieve strategic objectives
▪ Researched local market niches/microenvironments using QUANTITATIVE research methods, SWOT and PEST analysis Key Responsibilities-Business Development:
▪ Devised operations plan based on sales projections exploiting customers behavior analysis
▪ Identified primary thrust areas of business, product and service based on market research insights
▪ Designed and implemented strategic marketing/business development plans for both B2C and B2B segments
▪ Played a pivotal role in implementation of SAP Crystal Ball and setting Reports Architecture for both Sales and CRM modules
Key Responsibilities-Customer Relationship Management:
▪ Pushed product sales through customer relationship management programs and cross selling initiatives.
▪ Conducted periodic reviews of key metrics (including products categories, salesman and CRM team performance, customer segments,
regions, etc.) and implemented appropriate measures to ensure that revenue goals are met.
▪ Designed training materials and provided training to sales / CRM staff on operations processes to ensure that customers received highest
standards of customer service and sales expertise
▪ Managed and coordinated overall activities of the Contact Center including after sales services and complaint management
Thesis: The Power and Vision of Leadership