ميشال شاكر

I joined Taanayel les Fermes on January 2023 as the General Sales Manager. Currently I am leading the dairy and ice cream sales team formed of 62 salesmen covering all Lebanon. My mission is to re-build the sales team as my position was vacant for a least 3 years back.

Major KPI’s / sales duties:

1- Prepare, present and achieve the yearly business plan as per with the company’s strategy, volume target and long-term vision.
2- Setting the major KPI’s of the sales team and monitor their performance and work satisfaction.
3- Responsible and accountable for the P&L of the sales department by channel and products’ line.
4- Allocate and develop internal and external sources of growth.
5- Managing and structuring the cash van “route to market” plan to ensure on-time delivery, dues collection and customer satisfaction by increasing numerical and geographical coverage.
6- Setting the sales volume target by channel, area and clients’ segment.
7- Monitor the competition pricing and commercial activities and act accordingly.
8- Responsible to set the company’s pricing strategy and defining major commercial agreements with our key account and various Off trade and Horeca clients.
9- Created a new sales commission scheme aiming to increase motivation and more engagement per sku / channel and create challenge among team members.
10- Prepare and present monthly sales performance and market overview.
11- Monitor customers’ satisfaction and feedback on monthly basis with a close follow up with our customer care office.
12- Maintain a strong business relationship with our major accounts and explore further markets and opportunities.
13- Propose and coordinate with the HR Director the needed training materials and tools for team development.

Wooden Bakery SAL is the number one bakery brand in Lebanon & the middle east. I joined Wooden Bakery on April 2009 with the role assigned by the VP of creating the sales and marketing department from ground level since Wooden Bakery operation was mainly focused on Franchising and retail outlets.

Currently, I lead a team of 65 coworkers handling forming the sales, key account & horeca team plus sub-dealers where we all serve 8, 000 points of sale across the Lebanese market.
Moreover, I am in charge of our SIS retail operations installed within major Key account clients managing a staff of 45 coworkers serving thousands of clients per day.
In addition to the above, I represent the ISO committee and in charge of the initial market studies prior to any master franchise development outside Lebanon, supervising as well their sales operations.

Major KPI’s / sales duties:

14- Prepare, present and achieve the yearly business plan as per with the company’s strategy, volume target and long-term vision.
15- Setting the major KPI’s of the sales team and monitor their performance and work satisfaction.
16- Responsible and accountable for the P&L of the sales department by channel and products’ line.
17- Allocate and develop internal and external sources of growth.
18- Managing and structuring the cash van “route to market” plan to ensure on-time delivery, dues collection and customer satisfaction by increasing numerical and geographical coverage.
19- Setting the sales volume target by channel, area and clients’ segment.
20- Monitor the competition pricing and commercial activities and act accordingly.
21- Responsible to set the company’s pricing strategy and defining major commercial agreements with our key account and various Off trade and Horeca clients.
22- Define and manage the sales strategy to follow the market performance with our distributors and sub-dealers.
23- Ensure existing clients’ satisfaction and engagement to guarantee and long-term business relationship.
24- Follow up the day-to-day sales and Store in Store operation.
25- Develop and monitor the sales commission scheme creating motivation and challenge among team members.
26- Prepare and present quarterly sales performance and P&L per channel.
27- Monitor customers’ satisfaction and feedback on monthly basis with a close follow up with our customer care office.
28- Maintain a strong business relationship with our major accounts and explore further markets and opportunities.
29- Monitor market trend and products’ lifecycle by analyzing price market surveys conducted on monthly basis and ensure the needed brand positioning.
30- Propose and coordinate with the HR Director the needed training materials and tools for team development.
31- Execute other tasks assigned by my VP.
P.S: Further discussion to explain the marketing duties.

Mercuphar Group is formed of 3 Pharmaceutical companies (Droguerie Pharaon & Fils sal, Droguerie Mercury sal and Interpharma sal)

Position: Director of Sales & Marketing - Mercuphar Group (Pharmaceutical, Consumer care and Nutritional products) reporting to CEO.

Sales Duties:

1. Responsible for preparing and achieving the set targets.
2. Planning of overseas orders (for non pharmaceutical products and POS materials).
3. Reponsible of developing and implementing the sales policies and receivables according to company’s objectives.
4. Develop policies, mapping procedures and processes for sales and marketing.
5. In charge for preparing, following up and revising our sales distribution and monthly routing plans.
6. Responsible to develop and manage the sales and marketing budget (for non pharmaceutical products).
7. Prepare and Evaluate monthly and quarterly sales analysis and team performance to top management.
8. Prepare, negociate and close deals with major key account clients (supermarkets & wholesalers)
9. Management of Return goods.

Marketing Duties:

1. To develop a strategic marketing plan for non pharmaceutical products.
2. Responsible for preparing and communicating Agency brief and media activities.
3. Supervise all media and press communications.
4. Responsible for preparing and implementing below the line activities (consumer promotions)
5. Responsible for all PR activities.
6. Coordinate marketing activities with the pharmaceutical companies.
7. Sales and Merchandising training for OTC and Consumer care products.
8. Close visibility deals with Top Pharmacies, creating brand leadership through the installation of POS materials and tailor made visibility stands.
9. Responsible for assessing the customer satisfaction through market research.

Position: Regional Director of Sales & Marketing (Lebanon-Syria & Jordan) based in Amsterdam & Beirut.

Duties:
1. Develop and implement the yearly business plan as per the company’s strategy and vision.
2. Develop, present and implement the marketing plan and budget.
3. Accountable and responsible of the P&L of the region per country.
4. Setting and developing the distribution sales strategy and route to market by channel.
5. Supervise all media and press communication and prepare detailed agency brief and required scope of work (SOW)
6. Update and Evaluate sales volume and trade activities.
7. Assess the team performance by segment and channel.
8. Monitor and manage the financial expenditures related to the marketing plan.
9. Negotiate and supervise the production of promotional materials as per the requirement of Heineken marketing head office (local and overseas).
10. Develop, execute and analyse the consumer & off trade & on trade activities and wholesale trade promotions.
11. Placing overseas orders to ensure proper supply chain.
12. Responsible for all PR activities and social events.
13. Prepare and develop market researches: Qualitative & quantitative, U&A, Retail audit etc… with the assistance of Heineken export office.
14. Prepare and perform sales, marketing, merchandising and customers care training.
15. Enrolled 2 years in Heineken University in Amesterdam (MBA in marketing and media communication).

Position: Jewelry Brand Manager reporting to the Vice President.

Duties:

1. Prepare the marketing and media yearly plan and Budget.
2. Develop Agency Brief and set the marketing strategy for the Jewelry section.
3. Evaluate the marketing activities implemented versus sales and marketing plan and budget.
4. Allocate new product line and product positioning compared to competitors.
5. Research and Product development.
6. Stock monitoring and Quality control.
7. Products line distribution within 15 various showrooms (Gulf region / Worldwide: Switzerland, Japan, USA and Lebanon).
8. Plan and Implement marketing Below the line activities

Product: Ponds and Vaseline Cream (Unilever portfolio)

Position: Area Sales Manager

Duties:

1. Area sales manager in charge of all channels of distribution and market segment. Managing 3 key accounts executives supervising Key account clients plus 12 cash van salesmen for Greater Beirut, Kesserwane and North Lebanon
2. Prepare sales forecast, targets and sales budgets.
3. Evaluate and prepare quarterly sales report versus set target and budget per sales team member.
4. Prepare and evaluate cash van routes and distribution. Maximization of assets, operating expenses for the cash van team, on-time delivery and customer service.
5. In charge of placing Overseas orders.
6. Prepare and Implement marketing activities (mainly below the line activities).
7. Sales Budget planning.

Product: Food Supply (Kellogg’s, Kiri, Perrier…)
Position: Head of the Promotion Department

Duties:

1. Prepare marketing plan and yearly budget.
2. Conduct monthly market research and price surveys.
3. Prepare and implement sales and trade promotions within Key account clients.
4. Prepare and conduct training sessions for the trade team
5. Prepare and communicate Quantitative and Qualitative research questionnaires.
6. Execute Horeca sales promotions, Key account trade promotions and Exhibitions.
7. Prepare and execute marketing Below the line activities
8. Evaluate budget versus achieved sales, set targets and marketing activities performed.

1. Providing the necessary Market studies for the promotional activities via our clients.
2. Recruiting and Training the Promotion Team.
3. Carried out the promotion activities for the following products: Dewars, Bailey’s,
Pert Plus, Pampers, Ariel, Peaudouce, Kefraya, Ksara, Old Parr and many others.

N.B: Part time job