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MOHAMED RIYASI MOHAMED MUSTHAPHA, Regional Manager - Food Service Western Region

MOHAMED RIYASI MOHAMED MUSTHAPHA

Regional Manager - Food Service Western Region·IFFCO

Saudi Arabia

Master's degree, Master Of Business Administration (MBA)

Work experience

Total years of experience: 16 years, 7 months

Regional Manager - Food Service Western Region

March 2013 - October 2013

IFFCO

Jeddah, Saudi Arabia

March 2013 - October 2013

I am entrusted with following responsibilities:

A. Handling Foods Service Key Accounts of entire KSA (KFC, Hardees, Herfy, Kudu, Herfy, Al-Tazaj, Americana….)

B. Managing and developing the business worth 6 million in West and South.

C. Business Development through guiding sales team to increase customer base to double the sales.

D. On job training to sales team to retain existing customers and loyal customers to the company.

E. Coordinating with marketing to manage below the line marketing activities in FS.

Company industry:
FMCG
Job role:
Sales

Head of Sales (HORECA) – Western Region

September 2002 - February 2013

AL-RABIE SAUDI FOODS CO LTD

Saudi Arabia

September 2002 - February 2013

Al-Rabie Saudi Foods Co.Ltd, is a leading Foods & Beverages Company in MENA Region.

I had a chance to work with Al-Rabie 12 Years, and held following job responsibilities:
Head of HORECA - Western Region (2010 - 9th March 2013)
Catering Manager - Eastern Region (2008 - 2010)
Asst. Sales Manager (2006 - 2008)
Sales Supervisor (2002 - 2006)

My overall Job responsibilities were as follow:

A. Man management:-
Maximum utilization of resources specially manpower by proper planning while Improving discipline at all level of sales force and periodically reviewing each salesman’s area of weakness, strength and potential.

B. Van Management:-
Preparing monthly sales target to the staff by each van route, ensuring 100% van route management accuracy, monitoring salesman’s call / order / volume ratio / time / distance traveled and sequential routing.

C. Product Management:-
(a). Ensuring always van sells full range of products and maintaining correct product mix on van(s) as per customer "historic" requirement.
(b). Arranging product demonstrations, taste sampling, consumer / trade promotions and setting-up Number 1 product display in key outlets.
(c). Reviewing periodically stock level to ensure proper rotation (FIFO system) and place order based on trends, plans / promotion to the factory so as to ensure a smooth flow of supplies at the store and the market while ensuring with the assistance of sales staff that stocks with customers do not go out of code.
(d). To keep constant check on the quality of the products available in the assigned area and report faults together with samples to concern department.

D. Credit & Collection:-
Ensuring prompt payment of customer invoices within the strict credit limit and controlling salesmen’s personal credit on weekly basis while assisting salesmen in recovery of monies due from difficult customers / bad debts and the credit extended only after proper documentation.

E. Administration:-
(a). Maintaining necessary sales & marketing records, preparing monthly & quarterly or yearly report.
(b). Maintaining an up to-date information pertaining to the area in respect of population, potential customer records and competitors activities vis-à-vis, strength, weakness and infrastructure.

F. Customer Service:-
Giving first class service to the trade, providing advice in solving trade / consumer's objections and dealing with customer’s complaints in a positive and effective manner through maintaining a regular trade contact by visiting retail along with the salesman or independently.

G. Pioneering New Markets & Competitors activities:-
(a). Increasing volume of sales through existing outlets and pioneering new areas without trespassing the designated area of the adjacent of potential, pinpointing weak areas and recommending how best to sell the product by improved distribution / retail network effectively and efficiently.
(b). Maintaining vigilance on sales trends of own and competitor’s product line.

H. Control:-
(a). Discount : to continuously strive to reduce the discount by educating staff that "quality" product sells through service and not by discounting.
(b). Market returns:- reducing significantly the level of "returned" products by utilizing every available selling and merchandizing technique(s).
(c). Cash flow:- emphasizing the major benefits that will accrue to the company and the sales force by selling for cash before selling on credit.
(d). Space rental:- updated record, evaluation, rational and negotiating favourable terms.
(e). Marketing sample / materials:- an essential tool - to be used effectively in order to get full mileage.

I. Coordination :-
(a). Assisting the Management in preparing monthly / quarterly / yearly sales and expense budget and sales budget.
(b). With marketing dept. For ATL / BTL activities - giving the product a "value" for money.

Company industry:
FMCG
Job role:
Sales

SALES & MARKETING EXECUTIVE

May 2001 - May 2002

Eastern Company For Trading

Saudi Arabia

May 2001 - May 2002

Eastern Company For Trading is a leading Textile, Ladies handbags and Accessories Company in the Kingdom of Saudi Arabia.

I was entrusted with the owing responsibilities:

Handling special seasonal sales and promotional campaigns and coordinating exhibitions.
Preparing special sales projects & Quotations for VIP Customers.
Cooperating with Logistic manager to ensure the smooth distribution.
Finding prospective customers in the competitive market and manage increase monthly Sales Valium and Passover monthly sales target.
Motivating the sales team to meet its monthly targets.
Coordinating & liaising with upper level management for strategic marketing plan.

Company industry:
Textile & Apparel Production
Job role:
Sales

SALES ENGINEER

January 1999 - April 2001

DIGI SYSTEM CO. LTD.

Saudi Arabia

January 1999 - April 2001

DIGI Systems Inc is a leading Computer & ISP Company and one of the authorized Microsoft dealers in The Kingdom of Saudi Arabia.

As marketing executive & Sales Coordinator I had entrusted the following duties:-

Provide Networking solutions to corporate clients based on LAN & WAN Technologies.
Provide VPN Solutions to corporate clients based on lease lines & Dialup Connections.
Provide VOIP solutions to corporate to cut down on national call charges.
Coordinating all Computer Exhibitions

Company industry:
Computer Hardware & High-Tech Manufacture
Job role:
Sales

SALES SUPERVISOR

January 1997 - January 1999

Coca Cola beverages Sri Lanka Ltd.

Saudi Arabia

January 1997 - January 1999

Coca Cola beverages Sri Lanka Ltd. Marketing Coke, Sprite, Fanta and other brands in glass bottles, PET and UHT aseptic packaging.

I was entrusted following responsibilities:-

Managed 30 employees (Sales Reps & Drivers)
Handled 6 Vans
Dealt with 2, 200 customer ( supermarkets, key accounts and groceries )
Provided all necessary day sales report routing.
Followed the standard visiting scheduled of customers (Time/Date) in order to provide excellent service to customers at all the times by supplying the orders or promotional support.

Company industry:
FMCG
Job role:
Sales

Education

SIKKIM MANIPAL UNIVERSITY

April 2013

April 2013

Master's degree, Master Of Business Administration (MBA)

India

Specialization In Marketing

CIM - THE CHARTED INSTIUTE OF MARKETING

April 2008

April 2008

Diploma, Post Graduate Diploma in Marketing

United Kingdom

Specialization in Marketing

ROYAL INSTITUTE INTERNATIONAL SCHOOL OF HIGHER EDUCATION

April 1999

April 1999

Diploma, Toefl English Course

Sri Lanka

UNIVERSITY OF PERADENIYA-SRILANKA –(1994-1998)

September 1998

September 1998

Bachelor's degree, Bachelor Degree in Arts

Saudi Arabia

AKEPS PRIVATE LIMITED

June 1998

June 1998

Diploma, Higher Diploma in Computer Studies

Sri Lanka

INTERNATIONAL UNIVERSITY OF JAMIAH NALEEMIAH ISLAMIAH

September 1997

September 1997

Bachelor's degree, Islamic Sciences & Arabic Language

Sri Lanka

K.National College

February 1989

February 1989

High school or equivalent, GCE Ordinary Level & GCE Advanced Level

Saudi Arabia

GCE Ordinary Level Examination in 1989 One Distinction, Seven Credits & One Simple Pass GCE Advanced Level Examination in 1994/1998 Two Distinction (A) & Two Credit (B) Passes.

Skills

Education
Expert
Education
Expert
Sales
Expert
Sales
Expert
Microsoft Office
Expert
Microsoft Office
Expert
Customer Service
Expert
Customer Service
Expert
Business Development
Expert
Business Development
Expert
All MS Office Softwares
Expert
All MS Office Softwares
Expert
Typing more than 60 wpm in Arabic & English
Expert
Typing more than 60 wpm in Arabic & English
Expert
Education
Expert
Education
Expert
Sales
Expert
Sales
Expert
Microsoft Office
Expert
Microsoft Office
Expert
Customer Service
Expert
Customer Service
Expert
Business Development
Expert
Business Development
Expert

Languages

Arabic
Expert
Tamil
Expert
English
Expert

Memberships

UNIVERSITY OF Jamiah Naleemiah

English Literature - Active Member

September 1990

UNIVERSITY OF Jamiah Naleemiah

Education Revival Association Active Member

November 1991