Business Development Director
Al Safi Danone
Total des années d'expérience :23 years, 3 Mois
• Develop and execute strategic plans to drive sales growth and expand market presence in alignment with company objectives.
• Leading resources for planning portfolio growth initiatives, assortment planning, NPDs planning & execution, development, and execution of Joint Business Plans, collaborate with cross-functional teams, including production, logistics, and finance, to optimize operational efficiency and deliver exceptional customer service.
• Partnering with all commercial related functions to effectively manage the support plans for sustainable and profitable growth.
• Build the channels Business Model covering customers segmentation, BDAs management, customers development plans and revenue optimization.
• Managing the strategic relationship with Carrefour & Lulu.
• Responsible for S&OP cycle of all countries in the Gulf & Levant territories, with Distributors KPI review to deliver business growth.
• Monitor market trends, competitor activities, and consumer preferences to inform strategic decision making and product development efforts.
• Develop and implement effective marketing strategies to promote brand awareness and drive product demand in the market.
• Prepare and present regular reports and performance metrics to senior management, providing insights and recommendations for continuous improvement.
• Leading on Innovations to support closing portfolio gaps in the category, with full launching plans from planning to execution on the shelf. Recruitment of Traditional Trade channel Distributor in UAE, managing top weighted stores and plans for expansion to all regions across UAE.
Achievements:
• Re-defined the route-to-market model in UAE that drove efficiencies and optimized time in motion. This resulted in +1 50bps weighted distribution improvement, +8% net sales growth, gaining +1 50bps market share and dropping the cost to serve by 5%.
• Developed and executed a sales execution guideline called Perfect Store which resulted in +210bps ROI improvement, grew net sales by +12% and increased POD by +1000bps
• Led the Top-To-Top meetings with Carrefour & Lulu, which resulted in big participations in seasonal activation (BTS & Ramadan) which resulted in 18% uplift in sales in Carrefour and 12% in Lulu, along with assortment exercise in Carrefour markets.
• Conducted a price study which helped in adjusting our prices to be in-line with our overall strategy.
• Lead on cross functional customer centricity model with top 3 tier Key accounts in UAE.
• Strategic Leadership: Develop and execute a comprehensive sales strategy aligned with the companys overall objectives, focusing on growth within the Modern trade channel and expand in HORECA and Traditional Trade Channels.
• Team Management: Lead and inspire a high-performing sales team, providing guidance, coaching, and support to achieve individual and collective targets, 1 Country Manager, 1 National Sales Manager, 1 Key Account Manager, 1 HORECA Channel Development Manager, 1 Sales Analyst, 3 Field Sales Managers, 13 Supervisors, 61 Sales Reps and 77 Merchandisers.
• Customer Relationship Management: Build and maintain strong relationships with key clients, ensuring customer satisfaction, loyalty, and repeat business.
• Responsible for the strategic development and management of RTM enhancements, logistics costs productivities, Trade spend/ ROI and product mix to meet topline & bottom-line targets.
• Achieve growth and hit sales targets Design and implement a strategic business plan that expands companys customer base and ensures strong presence.
• Budget Management: Develop and manage the sales budget, ensuring efficient allocation of resources and maximizing ROI.
• Lead with Trade Marketing team to integrate the brand plans & ensuring the right execution.
• Responsible for S&OP cycle of the channels/s by country.
• Sales Performance Analysis: Implement and utilize sales analytics to assess performance, identify areas for improvement, and make data-driven decisions.
• Achievements:
• Transformed Key Accounts BDA with extra visibility and trade offers.
• Waste and expiry reduction by 10% LY and 5% YTD through drop size management and planograms creation and implementation.
• Team coaching and development which resulted in 5 promotions.
• Developed mechanism promotions with Carrefour & Lulu as a first-time shopper incentive to enrich partnerships with KA.
• Developed planograms and merchandising standards, and cascade it face to face with the full 200+ team members.
Various Positions Held
Head of Sales (Direct Distribution), General Trade, UAE Nov 18-Jun 20
• Develop the Traditional trade channels strategies with the right RTM.
• Own the development and delivery of all TT trade channels business plans (Self Services stores channel, large & small groceries channel, WS channel, petrol & convenience stores channel and key accounts channel) including implementation of the chocolate category growth plans, delivery of the developing categories plans, & coordination of all national customers projects, in addition to leading and developing the full traditional trade RTM & people organization.
• Lead, motivate and develop a large team; 13 Field Sales Managers, 18 Sales Executives, 59 Sales Reps and 46 Merchandisers, 2 Sales Analyst
• Develop a rolling 1 2-month business forecast for all TT channels and deliver the periodical forecast, agreed volume and value KPIs.
• Lead the DCD Sales Teams and Mars Units teams in joint collaborative business planning process with distributors and customers to deploy and implement agreed category drivers.
• Implement the agreed customers perfect store picture of success and improve on-shelf availability of Mars categories while ensuring delivery of Marss freshness objectives.
• Drive the overall channels profitability by co-leading initiatives that improve the trade spend, ROI, product mix, team productivity.
• Ensuring all receivables are met on time, with weekly and monthly forecast and execute the same in with credit customers, weekly team meeting with finance team for reconciliation and progress on collection.
• Manage all deliveries with set slots by customer, to ensure highest levels of customer service.
• Build and promote strong, long-lasting customer relationships by partnering with them and understanding their needs Quarterly business reviews and align YTG plans. Achievements:
• Grew net sales by 3.6%, with channel ROI of 4.1, gained 220bps market share and increased earnings by +2.5%.
• Led a cross functional project team, developing a sales tool for ordering & selling both presales and direct selling, with all functionalities up to launching and execution, which reduced time in motion and increased service levels.
• Achieved a Gallup team engagement score of 96% which was the highest in UAE in 2019.
• Develop and execute long and short plans to achieve Top Line & Bottom-Line Growth Traditional Trade channels across UAE.
• Manage Gum and Fruity Confections national distributor Traditional Trade development plans to achieve growth objectives and ensure best in class execution standards.
• Develop and execute channels Route- To - Market strategies.
• Own the development and delivery of all TT channels business plans across the UAE (including implementation of confectionary category growth plans and all national customers projects.
• Lead and motivate the sales team and ensure high engagement levels.
• Work closely with the multi-functional team to ensure operation excellence and flawless execution.
• Project Management of business transformation, from Journey plan optimization, RTM and New SFA sales tool with the highest level of productivity and governance, working and influencing a cross functional team different countries.
• Responsible for the Strategic Development and Management of Sales Plans, drivers and Checkout best in class production and implementation.
• Prepare and execute along with the distributor all winning BDAs, with a clear plan to grow KAs and raising the bar on execution and distribution.
• Manage sales incentive program to motivate our distributor MT sales force to drive distribution on checkouts and main shelf.
• Develop and explore new channels of growth in MT accounts, from Leaflet promotions to partnering with couponing strategies.
Identify, contract, develop, and service new business accounts and route to the market, within New Business Channel in the UAE (AUH / Al Ain), (Schools UAE).
The primary job responsibility is to develop the company’s business with assigned accounts, increase goodwill plus look for new business opportunities. They include - HORECA Channel, Schools and Convenient Stores.
•Planning & Organizing: Annual Sales and Distribution Objectives, Visibility Contracts, Promotional Plans, Coverage Plans and Business Analysis.
•Sales and Channel Management: directly involved in introduction of new products, presentations and strategies, timely collection procedures, Sales Reports and Customers profiles.
•Man Management: Sales Team, Merchandisers, Orientation of new team members.
•Market Intelligence: Market survey / research, monitoring competitor’s activities, providing feedback to the management.
Supervise and assist Van Sales representatives with Journey Plans, client relationships, promotional plans, new product listings, asset placement details, collection/receivables, etc.
Identify, product range, and develop programs for channels within New Retail so as to develop the potential and reach our products/brands to the consumers who are on the move.
Maintain the order processing for channel, in conjunction with the customers and customers service.
Review progress versus objectives at weekly meetings and take corrective action as appropriate.
Lead problem solving.
Maintain a physical presence in the accounts to ensure understanding of customer’s needs.
Manage day to day operations of order processing, efficiency in delivery by directly or with the service provider’s i.e. delivery truck/ resource.
Monthly reporting on achievements and market feedbacks.
Assist in preparing new channels strategy document, prioritizing the opportunities, route to market, asset deployment.
Carry out other business objectives as are set from time to time.
Totally responsible for my territories for achieving volume and distribution targets, monthly priorities, and implementation of promotional plans in different trade channels.
Monitoring market trend and competitors activities. Directly negotiating with the account owners and decision makers.
Maintain the database of the territories and accounts.
On the job training of sales representatives on the execution of their responsibilities, communication skills, and objection handling.
Train on preparing score cards and maintaining them.
Exploring new opportunities in the territory for growth, and running the operations efficiently and economically.
Handling market survey of promotions and price structure for computers and its accessories.
Planning special budget and seasonal promotions and packages for students.
My Graduation GPA is 2.72.