Key Account Manager
Al Rashideen Trading
مجموع سنوات الخبرة :12 years, 9 أشهر
Leading a team of 2 Sales Supervisors, 5 Key Account Executive & 44 merchandisers managing Kiri & LVQR in the OPSS category, working across 3 Key Accounts in Modern Trade Channel including Carrefour, Lulu & Union Coop with an annual turnover of $12MM
• Steered CRF to a +13% growth YTD vs 2016 ahead of market trend of +9% in OPSS category, by impeccable promo calendar planning & perfect execution of CATMAN project in Q1 2017.
• Guiding the stellar performance of top 3 Key Accounts growing at +10% YTD vs 16 with an incremental value of $1MM.
• Successfully launched the first product of BEL in the Tub category in Feb 2017. Launching it across 50+ outlets simultaneously by listing it in all Key Accounts & confirming off-shelf plans to ensure cosmic launch. Currently at a market share of 20.3% within 9 months of launch & incremental business of $0.25MM.
• Achieved highest market share on Kiri in CRF & Lulu at 93% in Sep 17 by planning & executing the Back2School campaign across all stores. Achieved highest market share in CRF & Lulu for LVQR at 59% in Oct 17.
• Managing the commercial investment budget ensuring SMART investments to ensure top line is achieved. Currently at 108% vs budget.
Leading a team of 2 Sales executives and 10 merchandisers working across Coop Channel to ensure delivery of targets and increasing growth through 100% distribution along with complete ownership of P&L for the channel with annual turnover of $7MM
• Negotiation & execution of S&M plans with customers, and ensuring perfect compliance with these plans
• Grew Coops channel by 2% YTD vs 2015 with a positive margin rate through managing promo vs non-promo ratio & reducing investment by reducing rentals & off shelf investment
• Tracking & reporting business performance and delivering quality quarterly business reviews internally & externally with store contacts - covering: EPOS review of category performance, Al Islami performance, competitor performance, business drivers/drainers & opportunities for incremental growth going forward
• Grew Vegetable & Sea Food category by 10% adverse to the negative trend of the category in the Coops channel by working with retailor to increase category turnover through improving fundamentals, reducing margins to provide higher discounts & benefit on volume sales & higher market share
• Enabling the delivery of the sales targets associated to S&M plans & maintaining margin targets.
• Creating a feedback/reporting loop between the stores and head office to ensure there is a regular flow of information and competitor insights to create actionable plans moving forward
• Planning the implementation of mega events & activities and ensuring perfect execution, and owning the planning & execution of any store specific activity for their stores
Led a winning team of 4 Field Supervisors and 50 in-store merchandisers for the Non-Food business in Dubai Coops and Supermarkets, covering both Field and HO, with annual turnover of $36MM
• Established our brands to be the preferred choice of retailers by leading scorecards, evaluating sales & value created, commercialize investment and key projects. Enable the sales team with sales toolkit including targets, merchandising tools, trade plans & execution guidelines
• Increased growth by 8% of my channel by managing initiative roadmap to ensure flawless executions of the initiatives & managing SKU assortment by outlet & prepare and implement planograms tailor made to the outlet
• Managed credit control & ensure 0% short payments is maintained & collections are made on time
• Executed of on-shelf CATMAN projects aligned by retailors HO, monitoring those executions & creating analysis to review findings through sell in & sell out data
• Created efficient route plans of the Field team to ensure productive use of resources & executing 500+ monthly off-shelf executions across 150+ retail outlets including key accounts like Union Coop, Spinneys, Al Maya, etc.
• Signed annual contracts through Joint business planning and ensuring growth as key objective for both retailor & Transmed
Led a team of 10 merchandisers, handling the Non-Food portfolio in 3 key accounts- Union Cooperative, Sharjah Cooperative & Megamart, with annual turnover of $15MM, to ensure 100% distribution and implementation of initiatives and achievement of monthly sales targets
• Responsible for developing strategic selling concepts and activities to grow P&G's business and the customers' sales
• Created partnership with our customers where we actively work to co-create and capture value
• Worked with customer on developing Joint Business Plans to develop right business plans in order to deliver the best solutions to the consumers
• Achieved highest ever volume sales in a single month of Sharjah Coop, March ’14, and Union Coop, Dec ’11
• Executed the first ever GOLDEN STORE in Northern Emirates by initiating CATMAN project with Sharjah Coop and executed in Qarrayen & Halwan respectively which resulted in growth of 121% on total portfolio & 145% on beauty category versus 2012 in Sharjah Coop.
