Brand Manager (Sports & Fashion)
Ali Abdulwahab Sons Al-Mutawa LLC
Total years of experience :22 years, 1 Months
ROLE OF RESPONSIBILITY:
• BUSINESS PLAN (Forecast & Financials)
Create projection plans to maximize sales targets, profit contributions and margin for the brand. Decide financial sales plans and re-forecast for new stores with the help of planning team. Planning forecasting that can help drive sales revenues, improve efficiency, increase customer retention and reduce costs.
• OTB (Open to Buy)
Assist buying team in buying of pre-season. Define strategy for open to buy planning and management following the market and financial targets. Cancel/ renegotiate/ defer existing orders.
• BUYING ANALYSIS
Analyze the performance by Category, Gender and department (Sales mx vs stock mix) and then recommend sell through for pre-booking.
Assist the size breakdowns process assuring they are created according to market needs and incorporated in the buying process.
• STOCK MANAGEMENT
Consider Inter store transfers if the sales are uneven and move stocks from stores with higher stock to those where the stock has fallen below optimum level. Evaluate capacities and supply chain.
• KPI’s (Key Performance Indicators).
Develop, implement and manage performances against targets/ goals set for the individuals and the business. Evaluate staff performances and give employees goals to work towards and ensure all KPI’s are clearly listed including timeframes they need to be accomplish within and then carryout weekly / monthly and annual review of all the staff performances including ATV and IPC.
• SWOT ANALYSIS
Do a personal SWOT analysis to understand the brand’s strength and weaknesses, opportunities and threats, this matrix help to analyze strategic position of the brand, product and business situations.
• COMPETITOR ASSESSMENT
Form the list of competitors that includes the information such as products and services they sell, their market share, marketing strategies and notable strengths and weaknesses. Benchmark the prices with the competitors.
• MARKETING STRATEGY & TACTICAL PROMOTIONS
Develop the messaging strategy and translate brand positioning into messages to the various target audiences. With the help of marketing team, direct brand campaigns, as well as oversee all other tactical promotions within the brand.
• PRICE & MARGIN MANAGEMENT. (Markdown & End of season sales)
Enhance profits by lowering Markdowns. Help in optimizing capital requirement that takes cognizance of business environment. Provide dynamic strategy that adjust as per the sales and stock position. Weekly review on FP (Full Price), MD (Markdown) Fragmented and TS (Terminal Stock). Define and manage sales promotion activities to create consumer demand for the brand.
ROLE OF RESPONSIBILITY:
• Maintaining open to buy. (80% pre-booking & 20% for FTS)
• Buying by season on analyzing the historical data and upcoming trend with reference to the host brand guidelines.
• Attend seasonal sales meetings abroad, to select the latest collection provide by the vendor.
• Formulating plans for clearance (Aging and Non-performing stock).
• Managing marketing campaigns by months and plan intakes accordingly.
• Follow-up on marketing lines and track upcoming campaign product.
• Review key performance indicators and manage plans for stock levels. Oversee inventory and delivery accuracy.
• Manage plans for stock levels and create buying plans within budget parameters provided by the planning team.
• Monitor stock performance and report KPI’s on regular basis.
ROLE OF RESPONSIBILITY:
• Seeking out new customers and sales opportunities for driving revenues.
• Manage the market research team to create target databases.
• Direct and supervise team engaged in sales, inventory taking, and reconciling cash receipts and in performing services for customers.
• Monitor sales activities to ensure that customers receive satisfactory service and quality goods.
• Instruct staff on how to handle difficult and complicated sales.
• Follow-up sales activities with clients and potential clients.
• Chase outstanding quotes to agreed time.
• Identify potential areas for marketing opportunities locally.
• Forecasting projected business.
M.B.A – Master of Business Administration from Punjab College of Business Administration – Punjab University, Lahore (Pakistan) in May- 2000, awarded with Grade “B”.