Head of Categories
Group Distribution
Total years of experience :23 years, 2 Months
Responsibilities
➢ Analyzing data, insights to determine industry and consumer trends regarding the product and category
➢ Creating and developing a strategic long-term plan for the development of the category
➢ Developing an exit strategy for unsuccessful products
➢ Overseeing a team of 5 category executives including training and development
➢ Building and driving relationships with key vendors to improve pricing, quality of services and support
➢ Driving leadership in category, pricing, and promotions across channels
➢ Manage trade Marketing activities, budgets, and BDAs
➢ Placing appropriate orders to ensure product availability meets demand
➢ Leading category management projects to optimize ranges and related merchandising
➢ Collaborating with buyers and merchandisers to expand product categories
➢ Creating forecasts for product demand to ensure sustainability of inventory
➢ Managing budget development and revenue for the category
➢ Developing strong working relationships with buying, marketing, and merchandising teams
➢ Ensure Company business is operating on the budgeted GP
Arab
Responsibilities
➢ Develop and drive the implementation of short- and long-term strategic initiative
➢ Preparation of annual BDA in line with commercial strategy (Share of shelf, Visibility, Availability etc...)
➢ Monitor and Manage Account (Customer Group) profitability
➢ Developing and mentoring team members to deliver individual KPIs
➢ Coaching Account managers to do correct forecasts, drive distribution and minimize expiry
➢ Delivering monthly quarterly and annual sales targets in line with the growth strategy
➢ Plan and execute trade marketing initiative in line with the cooperate marketing and brand strategy
➢ Planning the trade marketing material requirements for the Channel in coordination with suppliers and procurements department
➢ Planning and execution of tactical promotions in the trade to optimize sell in and sell out and drive brand visibility and to gain market share
➢ Drive excellence in executions,
Achievements
➢ Achieved a value share growth of 20% in Milk, Yoghurt, and Juice Categories
➢ Achieved 35% YOY growth for YTD 2020
➢ Achieved an 8% reduction of NQC within the fresh Dairy category
➢ Increased visibility shares in outlets from a minimum of 15% to a maximum of 150% through the injection of branded Coolers
➢ Increase merchandiser efficiency in trade by introducing profitability and offtake-based planograms
➢ Trained and Coached team members to take up bigger roles and growth within the company
➢ Increase customer service frequency and profitability through the introduction of new routes
➢ Introduces 42 new SKUs in the markets
Responsibilities
Formulation of Sales Budgets base on the operating budgets and Strategic growth objectives of the Board of
directors
Cascading the budgets to principal brands represented, in line with the mutually agreed growth objectives with
principles.
Forecasting Sales trends and stock requirements taking into account of the Production and Shipping lead times and
with the awareness of warehouse requirements and payment terms.
Negotiating for trade marketing budgets with principles
Planning and implementing trade marketing activities aligned with the objectives of the principles, for the principal
brands and aligned with the long- and short-term objectives of the private label brands.
Conduct periodic business review meetings with customers to evaluate their sales performance against the set short
term and long-term objectives and negotiate for corrective actions in low performance situations and evaluate better
growth opportunities with performing customers.
Coaching Account managers to develop relationship with customer DMU members to achieve tactical and
Strategic objective
Achievements
Achieved a value growth of 20% in Second half, and an Annual growth of 12% for the year 2018
Achieved the highest market share for Al Tayyab (UITC-Private Label) Sea food in the Shrimp Category (25%)
Achieved the highest market share for Al Tayyab (UITC-Private Label) Naturel Honey in the Honey Category (35%)
Introduced 25 new SKUs, 4 new Brands and relaunched Kwan brand acquired from another leading distributor in
Qatar
Introduces SOPs for efficient control of NQC returns from the market
Increase merchandiser efficiency in trade
Trained and Coached team members to take up bigger roles and growth within the company
AUJAN
Responsibilities
Develop and drive the implementation of short and long term strategic initiative
Conduct Joint business planning (JBP) and quarterly business reviews (QBR) with customers
Conducting annual road shows to key strategic customers
Preparation of annual BDA in line with commercial strategy (Share of shelf, Visibility, Availability etc...)
Managing the P&L for MT and GT channels
Selecting developing and mentoring team members to deliver individual KPIs
Coaching Account managers to develop relationship with customer DMU members to achieve tactical and strategic objective
Delivering Monthly Quarterly and Annual Sales Targets in line with the growth strategy
Drive excellence in executions,
Achievements
Achieved a YOY Chiller penetration growth of 10 % in 2015-2016, 7 % in 2016-2017 in GT
Achieved a 12% growth on drop size in 2016-2017
Achieved a value share growth of 3% in 2015-2016 in Carrefour in the NAB category
Achieved a 10% reduction of NQC within the Wrigley portfolio in 2015-2016
Increased productivity from 73% to 80% in GT channel
Increased share of checkouts from 73% to 83% in 2015-
Managed the Sales and Trade marketing operation of a territory, with revenue of 40 Million SR/ Year and a Sales volume of 6 Million Liter/Kgs.
Responsibilities
Form strategic and tactical business partnership with customers through BDA.
Deliver revenue and volume achievements in line with monthly, quarterly and annual targets
Manage receivables of the territory within the credit policy of the company
Conduct training need analysis (TAN) for team members and create individual training programs (ITP)
Train and Coached staff to deliver company’s tactical and strategic objectives
Demand planning and forecasting of stock requirements for the territory
Manage wastage (expiries) within the budgeted limits
Ensure quality and standards are maintained in accordance of the company policy
Implementation of trade marketing activates
Set targets to the Team
Manage the depot ( Branch) during absence of the ASM
Achievements
Created 5 new routes and formed a new territory in Yanbu (KSA) 2008
Deployed 185 Coolers within in a span of 2 years ( 2007 to 2008)
Was awarded with a you made a difference award in 2012
Achieved No1 Rank for my territory for business growth achievement and other KPI achievement ( Area 370) of Taif Depot in 2011
Marketing Executive (Territory manager)
Managed the retail operations of two territories, which covered the Eastern part of Sri Lanka. Trained district managers and sales staff, developed managerial skills by reviewing monthly productivity and identifying opportunities for improvement. Developed partnerships with private dealers, government authorities and pressure groups. Planned and executed sales and marketing campaigns for the region.
Ensured proper staffing within the budget to establish high standards of customer service.
Established a district-wide visual marketing theme to increase outlet channel’ market presence.
Managed cost elements to provide company agreed profitability ( 20% ROI) for the distributors
Company is subsidiary of Chevron Energy company U.S.A. Appointed Distributor and developed and expanded the distribution Channel and territory. Initiated and implemented the Companies Marketing Strategy through customized concept implementation. Interacted with industrial customers, local dealers. Developed and maintained relationships with buyers, owners, and wholesale consumers. Supervised four (3) distributor operations.
Grew the business by more than 100% in less than one year while significantly reducing expenses within the same period.
Created the one and only third party solution center in the northern part of the country at that time.
Aided the concept and design of the company’s marketing campaign for nontraditional sales channels, to support and induce sales in the Channel.
Conducted Break fluid testing campaign in the designated territory to create awareness and promote Band and Sales
Implemented a continuing education program for industrial customers to improve awareness of correct usage of lubricants and increase customer retention.
Negotiated and supervised the branding of the service stations channel in the designated territory.
Managed the sales and sales related operations of the designated territory. Managed the staff of two distributors,
through task scheduling, performing evaluations, and training. Selected and negotiated for locations for out door
advertising, implemented and managed company’s booth during conventions, and special events and trade shows in
the territories, Implemented merchandising standards in the outlets.
* Appointed distributors to expand the territory of operation and availability of products.
* Executed Trade promotions and dealer promotions.