Senior Manager, Trade Marketing
Etihad Etisalat (Mobily)
Total years of experience :23 years, 6 Months
Following are the Core Responsibilities being Senior Manager, Trade Marketing - Kingdom of Saudi Arabia.
• Complete Planning and Deployment of Trade Marketing Strategy throughout KSA in aligns with Sales & Marketing Teams.
• Execution of Trade Marketing Plans across KSA in coordination with Regional Managers, Trade Marketing.
• Administer the overall outfit of the point-of-sales (POS), monitor the standards in the display and plan the layout of the outlets.
• (1) Market Research and Intelligence: main purpose -gather information from all corners of the market to know the organization's / company's standing or position in the market and at the same time get information about competitor's movements to decide What? How? When? and Where? There are different methods to collect market information.
• (2) Market Research and Intelligence is one of the basic tools to identify customer's needs and wants, also gives overall market drift.
• Ensure the right flow of information in both directions of the department upward and downward.
• Achieving business objectives, increasing market share, improving sales performance, creating and executing trade marketing plans, organizing events, and attending trade shows.
• Developed and implemented sales and marketing activities including online strategy, forecasting, planning and distribution coordination, trade spending, demand generation, and sales plan development for various channels.
• Revised sales trade strategy to align with both competitive pressures and customer strategic role of the category. Trade strategy changes maintained distribution until re-launch of the brand.
• Implemented SMART Goals to monitor and evaluate sales personnel performance.
• Developed tools to track spending and ROI for sales and slotting.
• Provided performance data, category management analysis, and direction for the retail sales/management team. Supervised and analyzed monthly sales targets & reports.
• Analyzed category and market conditions and compile competitive data from multiple sources including syndicated data.
• Put in place an appropriate targets, objective and goals for the business based on the market trend, management's direction in line with business objectives.
• Prepare trade marketing strategy for the business in conformity with business goals and aims.
• Develop and execute the plans to enhance the presence of the respective product/ service best in the industry.
• Maintain and nurture proper, efficient communication channels between various channels of distribution for smooth functioning.
• Devise incentive plans for the various retailer, wholesalers etc.
• Take regular feedback from all the elements of the distribution chain and incorporate it in their plan of action.
Dual Role:
Merchandizing (Marketing):
* Maintain Mobily’s image at the market and insuring the presence of Mobily’s BTL at all POS (Mobily, Franchise, CBOs & PDs) to avoid any threat from other companies / competitors (i.e. STC, Zain, Nokia & Samsung etc., ).
* Monitor and evaluate the performance of distribution team submit the reports to superiors.
* Coordinating with marketing regarding the printing of BTL material.
* Coordinating with marketing for the purchasing of giveaways to be distributed by sales division
* Monitoring BTL material's distribution to all POS. Most of the times MM received at warehouse late, even though manage to distribute and display in the outlets (FSs, FBOs & MFBOs) as per the time frame set by marketing or SLA. Remove or recall the same material after end of promotion / offer.
* Ensuring the availability of accessories at all outlets and liaison between MKT and the projects team to get all missing items and install them at outlets.
* Managing the printing and distribution of all Sales Application Forms (PRs creation, ART work delivery to suppliers and follow up for delivery to WHs).
* Monitoring the performance of distribution team (push campaigns) and provide performance reports to marketing.
* Creating the new system with coordination with marketing for all outlets data base for merchandizing items.
* Installation of the Demo devices at retail outlets is the primary responsibility of the team, monitor and ensure that those are working properly is the secondary. Not only this but, also attend and fix if any problem arise or complaint by outlet staff.
* Using the remedy request to report all maintenance issues to Sales Support Dept. and Maintenance Dept.
* Managing the merchandizing system to ensure the delivery of all requests made through it by the plans.
Distribution (Logistics / Supply chain):
*In this role looking after the overall distribution of the company.
* Distribution of Mobily products / devices (i.e. iphones, blackberrys, routers, connect cards, simcards etc., ) to POS (FSs), VIP sales, Business sales and Mobily’s offices. On the one hand these items are usually collected from RMWH deliver at mentioned POS, and in case of return goods the same items are collected from POS, offices and deliver at RMWH on the other hand.
* Perform distribution campaigns (i.e. calendars, giveaways & we care T-shirts) targeting Mobily’s internal departments.
* Distribution of marketing material (leaflets, brochures, applications and contracts etc., ) to Sales (VIP, Business, Channel) departments in bulk.
• As a Merchandizing Manager, main role was to retain the chain’s visual identity and ensure that a particular image or theme is promoted in each store, designs are distributed and adopted to meet the size and dimension required in each individual store.
• Perform on-going promotions and product awareness campaign in order to influence consumers and maximize the sale of products, monitor the services, maintain the image and brand values as per the organization’s standard.
• Act as strategic client advisor for sales management to enhance customer focus in order to achieve customer satisfaction.
• Build a close knit cross functional team that performs on the basis of “own it & deliver it”.
• Conceive and create new thoughts and ideas pertaining to maximizing revenue and resources, presenting products, and reaching the consumer.
• Collaborate with all divisions of retail and wholesale merchandising to ensure a consistent message reaches the consumers and prepare an impactful presentation.
• Prepare team to present business updates on Retail business at weekly and monthly meetings including strengths, weaknesses, and actions to move forward.
•As a Marketing Support Specialist, fully dedicated to support Marketing team (product managers) in their daily routine.
•Responsible for marketing material (flyers, brochures, posters, booklets) contained products information, accessories (roll-up stands, banners, danglers, large display stands, display booths etc., ) as well as promotional material (all types of gift items).
•Installation of KIOSK, Booths before the event, and dismantle after the event with the support of marketing team.
•Ensure the proper distribution and supply of these items to the regions and also to the customers (institutions & pharmacies) as instructed by Product Managers.
•Was responsible to arrange the necessary marketing material and giveaways (gift items), make sure the availability of these materials at the place of event prior to any symposium or conference as directed by concerned marketing staff (product manager).
•Participate and attend the events, symposiums / conferences along with marketing team (product managers).
•Responsible for keeping record or inventory of the above mentioned material.
•Follow up with advert. Companies for ad campaign, and also check with suppliers or vendors for printing & promotional material at right place as guided by the Marketing Team.
•Being a Coordinator for Sales & Marketing, performed wide range of duties to support Sales & Marketing team including field visit along with Product & Sales Managers, Medical Reps if required.
•Responsible to prepare/write Marketing (yearly) & Strategic (half yearly) plans for Marketing team upon receiving instructions and guidelines from them i.e. PMs, BUMs, FMs
•Preparing presentations upon receiving notes and guidelines from Sales & Marketing team (Product Managers, Franchise Managers and Supervisors) for wide variety of audiences prior to every cycle, annual meetings, seminars and symposiums.
•Provide confidential support to my superiors within the organization by performing specialized, complex and diverse administrative and secretarial support duties.
•Screened incoming telephone calls or inquiries, maintaining records and files, review and prioritize internal/external mails.
•Was responsible to arrange hotel accommodation for the staff and also for the customers within the Kingdom by direct interaction with hotels, but, for outside of the Kingdom via concerned travel agencies.
•Solely responsible for arranging business travel for multiple groups of delegates viz. company sponsored Doctors and Customers in addition to company staff.
•Maintained ongoing interaction and negotiating service contracts with stationary suppliers, hotels, travel agencies and courier companies.
•Process the bills/invoices in terms of comparing (with quotations), checking and cross-checking for the goods and services provided by the vendors and agencies/companies viz. freight/shipment charges, hotel expenses, stationary purchased prior to forwarding it to accounts department.
Master of Business Administration (MBA). Successfully Completed the Project Report on CUSTOMER SATISFACTION.
Bachelor of Arts (BA)