Head of sales Traditional Trade
Tania bottling water
Total years of experience :17 years, 6 Months
Create and execute a sales strategy for the traditional trade channel that aligns with the company's broader sales objectives and growth targets.
Continuously monitor market trends, competitor activities, and customer preferences within the traditional trade sector. Use this data to identify growth opportunities and formulate effective sales approaches.
Oversee and optimize the distribution network within the traditional trade channel to ensure product availability, efficient routes, and optimal inventory levels.
Manage the traditional trade sales budget efficiently, controlling expenses to ensure maximum ROI.
Lead, mentor, and inspire a team of traditional trade sales representatives to achieve sales targets and meet KPIs. Collaborate with the marketing team to develop and execute tailored promotional and merchandising initiatives for the traditional trade channel.
Generate regular reports on sales performance, market trends, competitor activities, and customer feedback. Provide actionable insights to the executive team.
Stay updated on industry regulations, market dynamics, and emerging trends to inform decision-making.
1-Successfully achieved gross profit and sales targets for four channels: Wholesale, Mini Market, Direct Distribution, and Discount Shops Channels.
2-Developed and executed the sales strategy for all four channels, ensuring alignment with company objectives.
3-Collaborated closely with the Marketing team, Regional Sales Managers (RSMs), and General Manager (GM) to implement agreed-upon strategies effectively.
4-Reviewed and approved the New Year Contracts to ensure they aligned with the company's goals and provided benefits to customers.
5-Conducted market visits throughout KSA to ensure the implementation of company procedures, contributing to the realization of the company's vision and providing training to relevant personnel.
Achievements
1-Successfully increased the number of wholesale Active Customers from 70 to 120 within one year, expanding market reach and customer base.
2-Skillfully set and achieved the Traditional Trade budget, ensuring financial targets were met and exceeded.
3-Significantly reduced the high turnover rate in the sales team by identifying and addressing key issues within the Traditional Trade sector.
4-Doubled discount shop sales by introducing new products that perfectly matched price points, driving increased revenue.
5-Achieved substantial improvements in team performance by setting clear objectives, implementing effective follow-up procedures, providing coaching, and conducting regular intensive market visits.
6-Accomplished budgeted gross profit targets while reducing costs through the strategic merger of non-profitable routes, optimizing efficiency and profitability.
1-Spearheaded the national sales team for Direct Distribution at the company successfully achieving and exceeding annual sales targets.
2-Collaborated closely with cross-functional teams, including Marketing and Operations, to ensure seamless implementation of sales strategies and to address market demands effectively.
3-Oversaw and optimized the distribution network, including route planning, inventory management, and product availability, resulting in improved distribution efficiency.
4-Maintained strong relationships with key accounts and clients, addressing their needs promptly and negotiating mutually beneficial agreements.
5-Managed the budget for the Direct Distribution division, optimizing resource allocation and cost-effectiveness.
Achievements
1-Successfully devised a comprehensive route-to-market plan and identified the ideal target customers for our product offerings.
2-Executed a strategic shift away from extending credit to B and C segment customers, redirecting efforts towards higher segments, resulting in significant growth in numeric and weighted distribution among our most profitable customers.
3-Optimized operational efficiency by consolidating non-profitable routes, leading to substantial cost reductions. Enhanced team capabilities and performance by recruiting top talent from multinational companies, adding valuable expertise to our organization.
4-Achieved and exceeded both target sales and collection objectives as outlined in the agreed budget, demonstrating strong financial performance.
1-Established a robust team in Riyadh by recruiting highly skilled professionals and effectively managed them, including affiliate recruiters.
2-Additionally, improved the performance of existing supervisors and salesmen through motivation and coaching, both in the field and at the office.
3-Ensured consistent tracking and achievement of daily and monthly sales targets by providing ongoing support and guidance to the team.
4-Regularly prepared and presented yearly and monthly forecasts to anticipate market trends and plan accordingly. Successfully implemented channel marketing plans developed by the channel marketing team, contributing to the overall sales strategy.
5-Produced monthly reports detailing sales KPIs within the channel, offering insights for strategic decision-making. Delivered valuable feedback to the marketing team regarding the effectiveness of sales promotions and collaborated on enhancing future marketing initiatives.
6-Identified and capitalized on cross-selling opportunities within the organization to maximize revenue.
Achievements
1-Established a highly skilled and motivated professional team in Riyadh through a rigorous selection process, comprehensive training, continuous coaching, and diligent follow-up to ensure alignment with company objectives.
2-Successfully promoted several team members to higher positions, providing support and guidance to facilitate their success and career growth.
3-Achieved an impressive 45% growth rate compared to the previous year, demonstrating consistent performance and market expansion.
4-Reduced Days Sales Outstanding (DSO) by focusing on efficient collection practices in both van and mini market operations, enhancing financial stability.
5-Expanded our market presence by increasing numeric and weighted distribution, strategically matching product offerings with customer needs. 6-Additionally, we doubled our coverage by adding 12 new routes in the van segment and 2 more routes in the mini-market sector, boosting our market reach and impact.
1-Led and managed a top-performing sales team specializing in both Mini Markets and Traditional Trade channels, consistently surpassing quarterly and annual sales targets.
2-Cultivated and nurtured robust partnerships with Mini Market and Traditional Trade collaborators, including distributors and resellers, to ensure their alignment with our chocolate brand's goals and mission.
3-Orchestrated and actively participated in chocolate industry events, trade shows, and exhibitions to elevate brand visibility and strengthen connections with key partners.
Effectively addressed and resolved customer concerns and inquiries, upholding exceptional customer satisfaction levels within the Mini Markets and Traditional Trade distribution networks.
4-Oversaw the entire chocolate sales process, from generating leads to fulfilling orders, guaranteeing a seamless and delightful customer journey while swiftly resolving any issues or hurdles that arose.
Achievements
1-Actively participated as a team member in three successful Riyadh route-to-market initiatives. In the third initiative, I championed the Van operations Excellence Project, driving the transformation from credit sales to cash sales, resulting in enhanced efficiency and profitability.
3-Achieved a substantial improvement in team cash collection, increasing it from 70% to an impressive 90%, contributing significantly to the company's financial stability.
4-Facilitated the professional growth of numerous team members by providing intensive training and coaching, preparing them for leadership roles within the company.
5-Consistently achieved both company sales and collection targets during my four-year tenure at Mars, demonstrating a strong and consistent track record of success.
1-Effectively managed a team of seven traditional sales representatives and one dedicated to the mini-market segment, ensuring their productivity and performance met or exceeded established benchmarks.
2-Collaborated with the territory manager to receive sales targets, then allocated them among the sales representatives based on their respective territories, factoring in considerations such as growth rates, improvements, and acquiring new customers.
3-Demonstrated consistent success in achieving daily sales targets without exceptions, maintaining a high level of performance and accountability.
4-Implemented a rigorous credit control system by conducting random checks on invoices with customers and conducting monthly audits, resulting in zero credit issues in the market.
5-Successfully expanded the customer base by acquiring new clients and increasing route coverage, introducing two new routes for the traditional market and one for the mini-market segment.
6-Dedicated time to developing the skills and capabilities of the sales team through daily fieldwork and office meetings, fostering a strong and highly effective team dynamic.
Business Value Offered: Successfully achieved double sales in a year and increased coverage and productivity which led to promotion as Credit Salesman in wholesales and then after 3 months promoted as Sales Supervisor.
KEY DELIVERABLES ACROSS THE TENURE:
• Responsible for:
o Directing, managing and motivating the sales team members so that they can together achieve the sales targets or set figures
o Developing strategies for selling of products and designing tactics through which maximum revenue can be earned
o Supervising the various shift structures appointed to different employees or sales team members
• Delegated work or duties to different individuals working on the various job positions within the sales department.
• Handled the employee related issues and monitoring calls, etc.
• Supported overall channel cutomers/ plans and enabled specific product initiatives to achieve company goals
• Kept abreast with market trends and competitor activities in order to forecast and track key account metrices
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