Trade Marketing Manager
Basamh Trading Company
Total years of experience :19 years, 2 Months
• Achieved 100% VS Firm and 18% growth VS LY.
• Manage Trade Marketing budget efficiently & ensure cost policies are applied having in mind optimization between quality & price.
• Develop yearly Business / promotional plan for key MT customers on country level in line with brand guidelines, Sales feedback as well as shoppers' insights.
• Build accurate forecasts for baseline and promo sales across categories.
• Monitor and analyze sales performance for all the top key customers across channels and suggest improvements.
• Follow up for all shipments from supplier and make sure custom clearance timly.
• Prepare and finalize all BDA's for MT and GT customers and make sure their efficient utilization.
• Develop & deliver necessary trainings for merchandisers on product knowledge & shoppers' profile.
• Work closely with the sales team to create selling stories for chain and independent retail meetings.
• Analyze promo cost by promotion & all related charges.
• Perfect knowledge of market specially in KSA Modern trade, supermarkets & traditional trade.
• Develop, execute, and manage several large-scale events throughout the year such as: new product launches, trade shows, and other internal initiatives.
• Monitor Competitor activities, pricing and implement tactical activities to counter them to take maximum market share.
• Lead the Trade Marketing team and managing 120+ Merchandisers activities.
• Executing ATL/BTL (TVC’s, OOH, In-Store etc) activities on the complete portfolio within the region.
• Develop yearly promotional plan on brand level & country level in line with Sales feedback as well as shoppers' insights.
• Establish the overall trade marketing strategy in alignment with the Brand strategy by channel in order to accomplish annual sale and profitability targets.
• Execute regular market analysis based on market audit reports by AC Nielsen, customer scanner data, internal sales and monitoring data and providing necessary recommendations for DPSM per major channels and customers.
• Provide inputs for SOP based on planned trade activities and ensure high level of forecast accuracy and achievement of KPI’s.
• Develop customized channel/customer level plan and communicate Go-To-Market strategy and cascade to operation team & ensure proper implementation in the field.
• Manage all trade marketing initiatives i.e. Promotions, displays, leaflet programs, sell in/out drives, POSM material and brand talk and sampling activity.
• To be responsible for the growth and positioning of the brand in the market. This includes the continual improvement of existing products and launching new initiatives.
Responsibilities:-
-Achieved Overall 16% growth for the Y2019 Vs Y2018.
-Achieved Overall 18% growth for the Y2018 Vs Y2017.
-Achieved Overall 15% growth for the Y2017 Vs Y2016.
-Brand Development and implement marketing plans.
-Lead and train the Trade Marketing team and managing 100+ Merchandisers activities to ensure to increase the market share.
-Research on innovative line extensions, NPD's define, develop and execute, closely work with R&D and production team, deployment strategies by considering (A.C Nielsen) & (KANTAR TNS) market data analysis.
-Closely work with agencies for Planning, Budgeting and Executing ATL/BTL(TVC's, Outdoor, In-Store, Social Media etc.) activities on the complete portfolio with in the region.
-Plan and define actions on advertising, promotions, product/packaging innovations etc.
-Monitors competitors promotional activities and plan counter attacks.
-Evaluates the pricing and positioning of the company’s brands against the competition and review them.
-Development of projects (launches and relaunches) based on consumer insights within the Sidco GCC.
Product profitability analysis & recommendations for sales activities.
• Monitored expenses plus initiates and maintains records of sales performance,
including advertising and sales promotion spending against budget.
• Responsible for keeping stocks within reasonable inventory levels, recommends
products to be selected or de-selected based on suitability or dropped from the
range.
• Adapted the brands, merchandising, POS, display and training to make sure of
the brand equity and integrity.
• Planed product launches, events or promotions in conjunction with marketing
services as required, ensuring smooth implementation and a balance in terms of
location and timing.
• Monitored regular and close contact with sales supervisors to review brands
performance to assess or revise marketing and sales activities and make
changes where necessary to maximize results.
• Involved in setting an incentive or bonus scheme for the sales team to increase
sales achievement.
• Monitors distribution effectiveness and sales compliance to planned distribution.
• Analyzing data, past trends, current conditions and communicate those trends to
the company operation team and stores.
• Lead the inventory team.
• Research products, markets, and competitors.
• Conduct pricing and profitability analyses.
• Manage the positioning of existing brands.
• Analyze and compare campaign result for better future outcome.
• Planned and implemented
Manage P&L statement and Balance Sheet.
• Preparation of annual budgets and cash-flow forecasts.
• Audit Accounting Records.
• Responsible for all financial transactions.
• Prepare all inter branches, group accounts & Bank reconciliations.
• Prepare purchase costing of shipments.
• Maintain payment schedule for international suppliers and local creditors.
• Contributes to month & year-end close process to ensure timely.
• Sales and collection reporting and variance analysis.
• Payroll, Monitoring and reporting credit control.
Business Research, Marketing Management, Business development, Organizational Behavior,Financial Management, Auditing, Portfolio Management,Management Information System,Management Sciences, Human Resource Management, Operations Management.
Skills: Business Research, Business Development, Sales & Marketing, Financial Management, Auditing, Management Sciences, Human Resource Management, Operations Management.