Trade Marketing Manager
Iffco Group
مجموع سنوات الخبرة :13 years, 3 أشهر
IFFCO is a United Arab Emirates based innovative and integrated multi food products Group. The IFFCO Group worldwide comprises of 32 offices and 30 manufacturing facilities in 10 countries. From the group comes some well-known brand leaders including: Allana, Tiffany, Al Baker, London Dairy, Igloo, Hayat, Noor, Rahma, Allegro to name a few.
Key Responsibilities
• As an Associate Manager, I am handling a yearly business of $9mln, for 2 major channels i.e. GT & SS and leading a team of 45 people and managing 20 routes.
• Part of the Trade Marketing role was also handled in which the budget for 2016-17 was prepared and aligned with all categories of IFFCO.
• Prepare auto updating trackers to streamline the sales reports and supply chain, thereby optimizing decision making in everyday sales and timely stock replenishment.
Accomplishments
• 25% increase in sales MAT
• OSA crossed 70% milestone
• Best hot zone and freezer integrity in GCC
• Automated budget sheet on excel with complex links and formulas
• Streamlined sales reports and optimize demand planning
• During my tenure, IFFCO Qatar achieved many milestones like highest ever sales in a day/month and fiscal year in total and in almost all the categories like ice cream, oil, biscuits, chocolates to name a few. Qatar has been the best performing country in IFFCO for the past 2 consecutive years.
NFC, a subsidiary of ZAD Holding Group, is into further processed frozen food. There are two brands, viz., Al Arabia and International, which are among the leading names in the local Qatar Market.
ZAD Holding is a public shareholding company that has brands like QFM (Qatar Flour Mills), Qbake, Dandy, Pearl detergents and various other businesses across industries under its umbrella.
After performing as an Executive, Business Development in various roles and responsibilities, I got promoted as an Assistant Manager, Marketing to focus on the growing business opportunities and increase market share.
Key Responsibilities
• Brand Development
o Redesign the website and enhance online presence of NFC through social media.
o Rework on the brand logo and company logo in order to be aligned with the new brand strategy.
o Redesign entire packaging that is aligned with the new brand identity.
o Develop a detailed brand manual of Al Arabia.
• Trade Marketing
o Plan and execute trade-marketing programs for the Traditional Trade to increase distribution and sales.
o Plan and monitor the right market execution in the Modern Trade through RED program (Right Execution Daily).
o Build rapport in the market to support our brands in major outlets and plan out exclusive promotions as a part of Modern Trade Marketing strategy.
• Consumer Marketing
o Develop consumer promotion calendar.
o Plan and execute attractive product launch campaigns for the consumers.
o Prepare the outlet-sampling plan and execute it to increase off-take of Al Arabia and International products and also increase brand awareness.
• Product Development
o Redesign the entire packaging of Al Arabia and International brands.
o Visit co packers and expedite the entire process of product development.
o Conduct Market Research of potential products and connect with co packers for negotiating deals.
• Training & Team Building Sessions
o Conduct monthly training for the entire sales team along with team building activities.
o Announce the monthly commissions based on the performance of the Merchandisers and Salesmen (Modern Trade and Traditional Trade) and motivate them.
o Train the lady promoters representing Al Arabia and International brands in the market.
o Train the entire internal team for the SOPs related to supply chain.
• Event Management
o Organize and facilitate participation in International trade fairs like Gulfood (UAE), SIAL (Paris) and Anuga (Germany).
o Lead marketing events at various residential compounds and major outlets to create brand awareness and emotional connect with customers, thereby increasing brand advocates.
• Miscellaneous
o Being a part of the core team of an SME, there are various other responsibilities like looking after the accommodation of employees, supply chain from co-packers, employee engagement activities etc.
Accomplishments
• Brand presence in the market has improved considerably due to right distribution & marketing strategy.
• Increased market share from 8% to 25% in particular product categories in major outlets, thereby making us the market leaders in the specified product range.
Key Responsibilities
• Marketing
o Build the brand ‘Al Arabia’ through detailed marketing schedule.
o Procurement of various POS and POP materials, branding of vehicles/freezers, branded merchandise and any other marketing materials.
o Work closely with the internal design team to ensure timely rollouts of various projects, activities and materials including the design of all the packing materials of Al Arabia and International brands.
o Initiate and facilitate trade-marketing strategies for traditional and modern distribution channels.
o Organize and conduct consumer-marketing activities in modern outlets through events, campaigns, advertisements, sampling activity etc.
• Salesmen training
o Conduct monthly training for the entire sales team along with team building management games.
• Event Management
o Organize and facilitate participation in International exhibitions like Gulfood and SIAL.
o Lead marketing events at residential compounds and major outlets to create brand awareness and connect with customers, thereby increasing brand advocates.
• Product Development
o Organize, conduct and prepare a detailed market research report before launching any new product in the market.
o Develop the design of the new packaging along with the internal design team.
o Boost the awareness through special product launch activities.
• Analytical
o Prepare monthly, quarterly and YOY analysis and reports of local & export market.
o Prepare KPI reports of the sales team.
o Assist management for preparing business review presentations.
• Exports
o Prepare all relevant documents for exports.
o Expedite the process by coordinating with production, stores, PRO, finance and external parties.
o Coordinate with all the distributors for any support required.
• Stores
o Filled in the position of stores and handled all the activities to ensure smooth running of the business for a short period of time.
• Procurement
o Filled in the position of procurement (Local + Imports) and handled entire responsibilities for a short period of time.
Accomplishments
• Increased sales volumes by 130% in 6 months with the same resources, by focusing on team building, employee motivation and correcting the basics of right distribution and market execution.
Achievements
• Promoted to a level of Assistant Manager (skipping the level of Senior Executive in the Organizational Hierarchy), due to positive attitude and performance.
Bajaj Allianz Pune, India
Bajaj Allianz Life Insurance Company Limited is a joint venture between Bajaj Finserv Limited and Allianz (the largest insurance company in the world). It is among the leading names in Indian Insurance Market.
As a SBM, I was responsible to drive sales in the Pune region for the Alternate Channel.
Key Responsibilities
• Accomplish marketing and sales human resource objectives by recruiting, training, assigning, coaching, counseling, and disciplining the team.
• Communicate job expectations; planning, monitoring, appraising, and reviewing job contributions.
• Sustain rapport with key distributors by making periodic visits; exploring specific needs; anticipating new opportunities.
• Provide information of the market to the management by collecting, analyzing and summarizing data and trends.
• Accomplish marketing and sales objectives by planning, developing and implementing advertising, events and campaigns; developing field sales action plans.
• Identify marketing opportunities by analyzing consumer requirements; defining market, competitor's share, and competitor's strengths and weaknesses.
• Successfully resolve customer and distributor issues timely and professionally.
Accomplishments
• Increased the sales team from 2 to 5 relationship managers.
• Partnered with various schools & colleges to create awareness of insurance thereby increasing sales.
Achievements
• Awarded an A rating for the second consecutive year.
Bajaj Allianz Pune, India
Bajaj Allianz Life Insurance Company Limited is a joint venture between Bajaj Finserv Limited and Allianz (the largest insurance company in the world). It is among the leading names in Indian Insurance Market.
As a SBM, I was responsible to drive sales in the Pune region for the Alternate Channel.
Key Responsibilities
• Accomplish marketing and sales human resource objectives by recruiting, training, assigning, coaching, counseling, and disciplining the team.
• Communicate job expectations; planning, monitoring, appraising, and reviewing job contributions.
• Sustain rapport with key distributors by making periodic visits; exploring specific needs; anticipating new opportunities.
• Provide information of the market to the management by collecting, analyzing and summarizing data and trends.
• Accomplish marketing and sales objectives by planning, developing and implementing advertising, events and campaigns; developing field sales action plans.
• Identify marketing opportunities by analyzing consumer requirements; defining market, competitor's share, and competitor's strengths and weaknesses.
• Successfully resolve customer and distributor issues timely and professionally.
Accomplishments
• Increased the sales team from 2 to 5 relationship managers.
• Partnered with various schools & colleges to create awareness of insurance thereby increasing sales.
Achievements
• Awarded an A rating for the second consecutive year.
Customer profiling for a target sample of 250 customers visiting the Reliance Trends store at the biggest mall in India-Mantri Mall, Bangalore.
The weekly supplement issued with The Economic Times named Corporate Dossier contained a column named Management Mythos written by an esteemed author Dr. Devdutt Pattanaik, CBO, Future Group. This column had beautifully written articles, which were a bridge between the ancient mythology and modern corporate management.
The project was about compiling all the articles and publish a book by the name ‘Management Mythos’. It included all the tasks from the scratch such as compiling the articles to the designing of the book, looking for sponsors, prepare a feasibility report, handling the production, promotional strategies and finally the distribution. The project was completed in the target duration of 45 days and all the copies of the book were sold out with 74% profitability.
Study Exchange House Operations and Remittance facilities to NRI’s from the Gulf.
1st year of General Management and 2nd year in Marketing specialization along with a plethora of extra curricular activities and awards received in photography and advertising competitions at national level.
Undergone many certification courses like Organizational Safety, Health and Environmental Science, SPSS, Tally etc and also a Detailed Research Project(Awarded Distinction).
Awarded a silver medal for IT.