National Sales Manager
Al Atiah food's
Total years of experience :19 years, 0 Months
Managing 2 Regional Sales Managers, 2 Area Sales managers, 11 Supervisors, and 38 salesmen
Served as first-in-command managing the distribution of the company Portfolio with 12 Brands across 7 categories overseeing an annual
turnover about 75 M in KSA through GT. Leading, coaching, training, motivating, evaluating/ rewarding and appraising a sales team of 51.
Negotiate and finalize Key Account Agreement with major retailers and foster relationships through regular visits and calls. Plan and
execute annual marketing activities as per the promotional calendar with top Key Accounts. Ensure all brands activation executions in SS
channel are in gold locations. Successfully launch NPDs in MT and SS with additional visibility and ensure 100% distribution across all trade
channels. Ensure regular accompanied market visits with sales team refreshing and emphasizing on importance of FIFO and MSL-
compliance SS-100%, SSD- 90%, cash van-80%. Ensure profitability of van sales maintained through coverage enhancement and route
optimization. Develop business in GT through coverage, productivity, distribution, visibility, sales volume, new initiatives & schemes.
Contacting and networking with selected customers for sales of short dated stocks. Monitor competition activities regularly and
recommended solutions to principal including planning and implementing promotions. Prudently manage trade spends to ensure spend
within the allocated budgets. Monthly reconciliation of trade spends with finance to ensure timely receivables. Make the regular
forecasting with the supply chain to improve stock handling. Monthly business review presentation to the CEO detailing budget Vs.
achievement by locations by brands and presenting FY outlook and way forward.
Managing 8 sales supervisors (3 self Service, and 5 Cash Van) and 33 salesmen.
Responsible for planning, implementing, and directing the sales activities of the company in a designated area to achieve sales objectives.
Develop a sales strategy to achieve organizational sales goals and revenues. Set individual sales targets with sales team. Delegate
responsibility for customer accounts to sales personnel. Co-ordinate sales action plans for individual salespeople. Track, collate and
interpret sales figures. Oversee the activities and performance of the sales team. Ensure sales team has the necessary resources to
perform properly. Monitor the achievement of sales objectives by the sales team. Liaise with other company functional departments to
ensure achievement of sales objectives. Evaluate performance of sales staff. Provide feedback, support and coaching the sales team. Plan
and direct sales team training. Assist with the development of sales presentations and proposals. Investigate lost sales and customer
accounts. Forecast annually, quarterly, and monthly sales revenue. Generate timely sales reports. Maintain inventory control. Develop
pricing schedules and rates. Formulate sales policies and procedures. Help prepare budgets. Control expenses and monitor budgets.
Conduct market research and competitor and customer analysis. Analyze data to identify sales opportunities. Develop promotional ideas
and material. Cultivate effective business relationships with executive decision makers in key accounts. Personal attention to main
customers. Understanding market opportunities through developing an awareness of the analytical process used to identify opportunities
and threats in the firm’s environment which may influence profitability and market position, and to segment and target markets as well asposition the firm’s products against market needs and competitive offerings by developing sales strategies for exploiting opportunities and
overcoming threats, especially those relating to PLC (new product entries, growth markets, mature/ declining markets), and that
strategies based on the components of 4Ps ( product, price, channels, and promotion) with putting an eye on 4Cs (customer, competitors,
company, and environmental context). The key strategy to be pursued is “Go-to-market strategy “with which I can illustrate the
importance of integrated sales strategy in today’s business, and by which I know that a strong customer focus and well-conceived and
executed sales strategies will be even more crucial for the success as the global marketplace becomes more crowded and competitive.
Finally, carry out my annual plan after all of above knowledge to be a blueprint for action: - Executive summary, current situation and
trends, performance review, key issues, objectives, sales strategy, action plan, projected profit and loss statement, and contingency plan,
all of which are my guiding star.
Managing 11 Salesmen (2 Self-Service, and 9 Cash Van)
Execute the sales plan for the region and achieve the sales volume, net revenue, market execution and customer service objectives
through effective leadership and maximum utilization of the region’s sales team. Train, motivate, direct, and prepare the team to deliver
high standard results aligned with company strategies. Provide on going coaching to all the team members within the region and ensure
they are properly equipped, trained, and motivated to achieve their objectives. Develop strong relationship with Key self-service
customers within the region. Report competitive activities to sales and marketing departments as and when it happens with the
recommended corrective actions. Provide the logistic department with yearly and quarterly production plan for the region. Provide the
Marketing manager a monthly suggested promotion plan for the region by channel
Managing 10 Wholesale Salesmen, and 10 drivers.
Develop and present Sales plans and budget that deliver company agreed SMART objectives ● business, channel, and region strategies
and plans Create customer focus throughout our business Target customers preciselyOur customer value is our guiding star
Make our products readily available Increase Market shareMarket segmentation if needed to improve performance
Sustainable Competitive advantage Positioning our products to differentiate it from competitors Increase our customers
perception about our Brand Equity Analyzing, Planning, Implementing, Coordinating, controlling, and following up based on 4Cs as a
basis of our orientation Decision making (What to do? When to do? and How to do?(●Identifying external threats to avoid
and opportunities to pursue ●Measure and manage customer expectation Hierarchy of priorities (to avoid any trade-offs,
objectives and sub-objectives(●Achieve distribution, volume targets, Build a long-term relationship with customers Reporting and
administration
Achieve company objectives.● Make our products readily available● Sustainable stability ●Build long term
relationship with customers, and a brand lasting awareness ●Planning, implementing following up, and controlling 4 Ps ●Grow with our
partners and alliances, as it was B to B● Business development, agreements negotiation and implementation
Directly reporting to Regional Sales Manager● Achieving distribution, volume targets and
by SKUs
●Marketing Management Process ●Corporate Strategies and their Marketing Implications ●Business Strategies and their Marketing Implications ●Environmental Analysis (Tools to Identify Attractive Markets) ●Industry Analysis and Competitive Advantage ●Understanding customer buying behavior ●Understanding Organizational Markets and Buying Behavior ●Measuring Markets Opportunities, Forecasting, and Markets Research ●Market Segmentation, and Target Marketing ●Positioning ●4 Ps (Product, Price, Promotion, and Place ●Marketing Strategies for the Product Life Cycle ●Planning for Effective Implementation ●Measuring and Delivering Performance