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Mohammed Mustafa, Key Accounts Manager / Trade Marketing

Mohammed Mustafa

Key Accounts Manager / Trade Marketing·The New Store

United Arab Emirates

Master's degree, Marketing

Work experience

Total years of experience: 21 years, 7 months

Key Accounts Manager / Trade Marketing

March 2014 - Present

The New Store

Dubai, United Arab Emirates

March 2014 - Present

Key accomplishments
• Engaged in the preparation of competitive intelligence reports using Advanced MS Excel skills, competitive profiling, forecasting, inventory control and business deep dives for developing yearly promotional planning and pricing.
• Played a stellar role in building relations with key principals P&G and Delonghi to capture larger market share versus competition and build equity on existing range of products like Braun beauty and Lifestyle SDA.
• Outstanding efforts in conducting sales analysis against forecast and prepare relevant reports for higher management.
• Significantly contributed in developing and managing demand generation and key account management activities including analysis of Modern Trade accounts, liaising with Channel Managers for sales and promotions, new listing of products. Preparing sales targets for team and individually.

Key responsibilities
• Driving values sales ahead of volume sales by consistently monitoring product mix used during promotional activities.
• Working in conjunction with sales team as the key advisor and product advocate for achieving sales and business development targets.
• Liaising regularly with other channel and sales personnel, and colleagues from other departments for conducting research and development, pricing, purchasing and production, and senior company managers.
• Diligently executing national promotions and pricing channel wise for the UAE market including Modern Trade Accounts, Electro Retail accounts.
• Managing responsibilities related to effective business planning, implementation, supervision and considering corrective actions to stay ahead of competitive markets.
• Actively participate in product launches to promote company products, enhance the company’s image, maintain business volume and accelerate growth in terms of turnover, client base and staff.
• Developing, coordinating and implementing marketing plans designed to maintain and increase existing business and capture new opportunities.
• Involve in strategic marketing and operations planning with top executives for setting objectives and methods to accomplish the same
• Providing advice and guidance to the management regarding product requirements for the target markets with the objective of securing maximum market share and sustainable market growth.

Company industry:
FMCG
Job role:
Marketing and PR

Key Accounts Manager

February 2010 - February 2014

United Cartons Industries, H.S.A Group

Jeddah, Saudi Arabia

February 2010 - February 2014

Key accomplishments
• Significantly added value to the marketing direction while ensuring tactical execution of strategies for POS related activities of the company.
• Built and maintained productive business relationship with key decision makers across existing client as well as prospect organizations for securing POS floor display projects. Successful projects included MARS Co., Unilever, Al Marai, Saudi Master Baker Co., Saudi Johnson Co, etc.

Key responsibilities
• Defined and implemented sales and business strategies aligned to organization vision for accomplishing growth objectives.
• Steered the team sales budget, market sales analysis, with excel dashboards and KPIs while regularly reporting and coordinating with Head of Sales and Marketing Manager.
• Mentored and managed sales staff and key account associates ensuring productivity of the team, coaching and developing members while performing team and individual assessment.
• Developed business and achieved sales, profit in the assigned key accounts. Regularly held meetings with Regional managers to restructure strategies for dynamic markets
• Identified prospective clients in the assigned territories, presented company offering through weekly meeting and generated business from the existing and new clientele, thereby achieving business targets.
• Reviewed field information and analyze market trends to develop account sales plans, annual budget & defined guidelines to control expenditures.
• Analyzed business trends to develop business growth strategy through monitoring of market developments, competitive threats and taking care of timely and correct business reports and forecasts.

Company industry:
FMCG
Job role:
Marketing and PR

Last as Unit Manager – Market Strategy & Planning

September 2004 - November 2009

Braun –The New Store

Dubai, United Arab Emirates

September 2004 - November 2009

Growth Path
• Unit Manager - Market Strategy & Planning: July 2006 - Nov 2009
• Key Accounts Executive: Sept 2004- July 2006

Key accomplishments as Unit Manager
• Instrumental in coordinating with Procter & Gamble - UAE for planning and executing promotions besides leading teams to obtain market feedback, competitor activities, sending promotion close out reports, forecasting and sales.
• Diligently performed data analysis in Excel and Excel Dashboards.
• Remained on the cutting-edge, driving new business through key accounts and establishing strategic partnerships and relationships to increase sales revenue. Key client included Braun portfolio products mainly home appliances, personal care range and Oral B (FMCG) section.
• Designed and supervised strategies new product listings, sales & marketing of complete product range in the designated area of Dubai market
• Spearheaded team of merchandisers & Sales promoters for merchandising and promotional activities in order to position brand image and build on brand equity in market.
• Outstanding role in building business with major retailers through negotiations and finalization of yearly business development contracts. Key retailers included Carrefour, Plug Ins Electronics, Sharaf DG and Hyper Panda

Key responsibilities
• Spearheaded revenue management and maximized profitability by proposing and developing sales plan for achievement of sales targets by channel with KPIs including weighted distribution targets by channel and area.
• Developed & drove budget strategy/business plan while developing and executing POSM allocation by market through brand guidelines
• Conducted segmental analysis of market performance, identified the gaps and executed measures to improvise sales.
• Integrated inputs from market, customer, competitor, macro trends, financial, etc. to develop distinctive strategic revenue and pricing plans.

Key accomplishments as Key Accounts Executive
• Analyzed business trends to develop business and key account growth strategy through monitoring of market developments, competitive threats and taking care of timely and correct business reports and forecasts.
• Tasked to lead dubai market for sales of Braun portfolio and Oral B range to key accounts like Carrefour, Plug Ins, Sharaf DG and pharmacies.

Company industry:
FMCG
Job role:
Sales

Education

Columbus University

September 2009

September 2009

Master's degree, Marketing

United Arab Emirates

Columbus University

September 2007

September 2007

Bachelor's degree, Business Administration

United Arab Emirates

Ranked 2nd. Other Academics and Training Courses • I.E.L.T.S., (7.5 band) , University of Wollongong, Dubai, UAE, 2004 • Microsoft Certified Professional, 2003 • Microsoft Certified Systems Administrator, 2003 • Microsoft Certified System Engineer, 2003 • Diploma in Commercial Studies, Bahrain University, Bahrain, 1990 • O Levels, RSA, London - Bahrain, 1987
View attachment

Skills

Professional Services Marketing
Expert
Professional Services Marketing
Expert
Small Business Development
Expert
Small Business Development
Expert
Key Account Development
Expert
Key Account Development
Expert
Marketing
Expert
Marketing
Expert
Microsoft Excel
Expert
Microsoft Excel
Expert
Sales Budget Planning Pricing FMCG MS Advanced Excel
Expert
Sales Budget Planning Pricing FMCG MS Advanced Excel
Expert
Key Account Management Sales & Business Development Market Analysis & Penetration
Expert
Key Account Management Sales & Business Development Market Analysis & Penetration
Expert
Sales & Marketing Channel Management Promotions
Expert
Sales & Marketing Channel Management Promotions
Expert
Modern Trade accounts Merchandising Strategic & Tactical Planning
Expert
Modern Trade accounts Merchandising Strategic & Tactical Planning
Expert
Vendor & Supplier Management Planning & Forecasting Leadership & Team Management
Intermediate
Vendor & Supplier Management Planning & Forecasting Leadership & Team Management
Intermediate
Microsoft Excel
Expert
Microsoft Excel
Expert
Marketing
Expert
Marketing
Expert
Key Account Development
Expert
Key Account Development
Expert
Small Business Development
Expert
Small Business Development
Expert
Professional Services Marketing
Expert
Professional Services Marketing
Expert

Languages

English

Expert

Hobbies and interests

Working with Microsoft Excel

Trained many professionals in K.S.A and Dubai in Advanced Excel, Charts and Dashboards and Macros and VBA