Country Manager - KSA, Kuwait & Oman
Hero Swiss Group, MENAT
مجموع سنوات الخبرة :15 years, 10 أشهر
• Lead the entire business for the assigned area, worth more than +25 Million $.
• Prepare the Annual Operating Plan and Annual Marketing plan for KSA, Kuwait & Oman markets.
• Full responsibility of achievement P&L target (Sales & Profitability) for Jams, Honey, Baby & Toddler Food, Baby & Toddler Milk Formula and Healthy Snack categories.
• Handling Foodservice partnerships with major players like Bidfood ME, McDonalds, KUDU & Herfy by providing a unique solution for their recipes helps them to maintain high standards of quality.
• Lead negotiations with distributors and major customers to drive the Sales.
• Lead Hero Baby Milk Formula distribution, medical detailing, pricing, partnerships & trade activities
• Identifying new channels opportunities for our brands for distribution and visibility.
• Monitor primary and IMS per SKU on monthly basis.
• Track and analyze market shares per brand per area, numeric distribution & weighted distribution.
• Prepare and implement consumer promotion and trade activities’ calendar across the responsible markets, per region per customer.
• Prepare and implement the launch plans for all NPDs and the product uplift and penetration.
• Lead the development of the Trade Marketing Strategy to achieve defined business objectives across all product categories.
• Develop ATL communications according to allocated budget including Media & Digital.
• Manage for the brand activation on ground including sampling, campaigns and events.
• Responsible for distributors’ team motivation program including travels, Bonus and incentives.
• Present the markets’ performance on monthly basis to the Board of Directors in Switzerland.
• Recommend and attend the market researches done in the market to identify a selective opportunity
• Handle customers and traders’ products’ claims to avoid any negative impact on Hero brands.
• Track and monitor the TTS level and improve ROI%.
• Maximize E-commerce channel potential especially during the current pandemic.
Achievement:
• KSA, gained 2.5% volume share for Hero jam in the last 2 years dispute of implementing an aggressive price increase while have a magnificent growth for private label & Foodservice annual turnover (+45%)
• KSA, list all Hero baby brands in all Key Pharma players and Key Accounts which led to 27% volume growth vs YAGO and 6% increase in market share in 9 months.
• Kuwait led hero baby to get 20% increase in market share during the last 2 years due to an aggressive in-store plans and promotion strategy (total hero baby MS in Kuwait 80%)
• Kuwait, leading the jams category with our main brands Hero & Tova contributing +37% from the total market with 4% increase vs YAGO
• Oman, impressive growth for baby food vs Farley’s however they have a very strong distribution model there (Farley’s factories in Oman). Now we’re 31% market share although we launched our baby range there 18 months back.
• Managing total GFI business in Egypt throughout 2 well established distributors with total turnover +300 Million EGP.
• Ensure achievement of all Objectives for assigned Trade Channels by Category in both value and volume and ROI are achieved as per AOP.
• Ensure delivering all sales fundamental KPI’s through close partnership with distributors.
• Lead the efforts to implement In-store Plano-grams & branding in full compliance to GFI Merchandising Strategy.
• Work closely with Distributor’s sales managers in developing accurate sales forecast to develop GFI business, eliminating Out-Of-Stock (OOS) in Market across the assigned Trade Channels.
• Analyze, IMS & Distribution reports, and come up with solid recommendations to drive both volume and distribution through a well-designed RTM.
• Ensure proper/accurate reporting on Market & Competition status, enabling efficient follow up and monitor for Market Trends & Dynamics.
• Ensure full compliance to all CDAs in collaboration with distributor channel managers, to increase return on trade spend.
• Maintain, defining and optimizing (TTS), Annual Budget and Investment as a percentage of GSV in line with AOP/Budget Plan.
• Issue a promotion calendar on an annual basis as per CDA guidelines.
• Achieve Sales & Distribution targets behind developed Tactical plan, for the assigned Trade Channel.
• Full P&L responsibility of the country.
• Ensure effective NPDs launches through preparing penetration plan and products road shows.
• Develop Trade Loyalty Programs & deploy to sales force teams.
• Measures:
• IMS Targets Achievement - 305 Million EGP / 106% vs Target with double digits annual growth vs YAGO.
• Country P&L - Gain 4.5% in total OP.
• Targeted Market Shares Achievement - increased MS for Beans category to 87%, Tuna 17% and Other can food categories 14%.
• Targeted ND & WD achievement - 86% ND & 48 WD.
• Develop, implement, and direct GFI commercial strategy for all key customers in alignment with overall national sales direction and pricing policies.
• Develop annual business plans, promotional plans, sales forecasts and building blocks, and trade spend budgets.
• Negotiate customer agreements, focusing on sales drivers and customer spend strategy
• Adjust volume and profitability targets based on sales figures.
• Manage in-store marketing executions using Perfect Store Audit.
• Collaborate with agency to improve brand visibility in stores, assign regular market time to evaluate teamwork and implementation, coach the sales team, and merchandise for upcoming projects or product launches.
• Monitor and track implementation of POSM across the kingdom.
• Set a clear Strategy to maximize sales volume inside my account by using a solid promo calendar and increasing the point of sales inside the outlets.
• Analyze and develop weighted and numeric distribution plans.
• Ensure Implementation of operational KPI's & route to market efficiency
• Gaining customers loyalty by maintaining strong and long-term relations with customers.
• Measures:
• Overachieved yearly target in 2013, and increased channel contribution by 3%.
• Decreased investment from 32% to 23% by end of 2013 within 3 years, meanwhile increasing categories market shares, shelf space and visibility
• Lead reporting & analytics team in delivering sales services around Retail Execution Planning, Customer & Sub-distributors management
• Develop sales /pricing and promotion modelling that support the growth plan
• Utilize forecasting processes and systems leveraging sales data trends and multiple other parameters to develop forecast by category/customer/area
• Assist Market Analysts and capabilities team in planning for solution implementation.
• Apply best practice for RTM plans, truck loading productivity & product mix.
• Using the Go To Market dynamic routing tool, generate balanced field sales routes based on set Key Performance Indicators (i.e: # customers, call frequency/day, sales volume and min-max daily/weekly route completion times)
• Prepare qualitative route performance analysis to highlight further optimization opportunities and recommendations.
• Develop and deliver reporting, including call compliance & call effectiveness and before/after comparison. Share key insights and recommendations with Field Sales team for future implementation.
• Responsible for +600 super markets/lower trade customers & top 4 sub-distributors with total annual sales 350, 000 cases. (RB/NRB)