sales and business development manager
AATCO Food Industries
Total years of experience :5 years, 1 Months
Key responsibilities:
▪ Overall responsibility of Qatar for Own brands like Delicio, American Classic, Khaburah, Al Bustam, Barka, Delta, and number of Private label brands with respect to Sales, Trade Marketing, Supply Chain Management, Export related documents handling & clearance, etc.
▪ Managing Distributors ( negotiaion of annual & monthly sales budget, etc ).
▪ Planning & forecasting of annual sales budget for the country by distributor ensuring volume and value matrix.
▪ Supply chain management.
▪ Distributor’s Performance monitoring & reporting.
▪ Quaterly rolling forecast for the MENA region both in volume & value.
▪ IMS monitoring for brand distributors.
▪ Ensuring the growth plan is achieved & reflected both in primary & secondary sales.
▪ Competitor analysis & market trends analysis both in MT & FS.
▪ New customers introduction ( Private label in both retail & food service ).
▪ Working closely with the Brand Distributor’s sales force to ensure In-market penetration growth month on month by adding new lines to customer’s basket.
▪ Working on adding new lines to distributor’s basket to grow the sales volume.
▪ Training programmes for the Distributor’s sales force to achieve set goals & objectives for the Brands.
▪ Weekly meetings with Distributor’s Sales managers, Commercial Managers, Trade Marketing team.
▪ Managing Annual allotted Trade spend of the Distributor.
▪ Minimizing the spend & Growing the business by implemeting Fundamental basics of the business, New customers introduction, New lines introduction, keeping abreast of market trends & competitor activities.
▪ Quaterly presentation to the Distributors to higlight key achievements, YTD achievement vs budget vs SPLY to keep the focus on achievements as per the agreed growth plan.
Managing Brands namely Nellara Spices & Breakfast products, Sunstar Juice, Sutas Milk, Tong Garden Nuts, Unibis Biscuits, Commodity Mix - 1121 Premium rice, Sona masoori rice, Palm Olein, Sunflower oil, Chicken & Chicken Parts, Beef Slice.
Managing team of 18 employees.
▪ Responsible for unit profitability and Working Capital
▪ Month on Month Growth registered 35% on volume and value growth.
▪ Overall responsibility of Qatar for the above Agencies
▪ Achieved 90% of distribution coverage in 6 months of company’s formation in retail, wholesale and food service.
▪ Principal Management (Negotiation of Sales Budget, Trade Spend etc.)
▪ Ensure achievements of sales budgets and bottom line.
▪ Managing a team of Key Account Executives, Cash van and Merchandisers
▪ Responsible for Key Account / Modern Trade as well as Traditional Trade
▪ Ensure operational efficiencies - Agency Profitability
▪ Key Account /Business Reviews
▪ Negotiation with Key Accounts for Annual Agreements and tactical displays
▪ Prepare Launch Plan - Display and ISP
▪ Monitor Sell-in Sell-out data
▪ Stock Management
▪ Detailed Sales analysis of the agency portfolios and providing comprehensive reports on categories, segments, volumes and values with detailed justification on the variance.
▪ Responsible for Launch and Brand Development for Brand in the division.
▪ Forecasting Sales analysis based on previous trends, Principals display and promotion budget, market conditions and competitor’s activities.
▪ Coordination with Marketing, Finance and Logistics Division and Principals/Suppliers.
▪ Pricing of SKU’s in line with the company norms, principal terms and competition.
▪ Managing all the in house Promotional activities, costing & allocation & all in store Sampling activity.
Managing Sales and Trade marketing activities for brands namely Mcvities, Heinz & Barilla.
Major achievements:
Heinz Performance:
▪ Overall 33% growth registered for Heinz 2013 vs 2014 all hypermarkets.
A. Tomato Ketchup Category growth registered by 20% in the same year.
B. Mayonnaise category growth registered by 70% in the same year.
C. NPD’s (salad dressings) growth registered by 12% in the same year.
Mcvities Performance:
▪ Overall 11% growth registered for hypermarket while division overall business growth by 9% 2013 vs 2014.
Barilla performance:
▪ Overall 7% growth registered for hypermarkets vs 6% value growth.
▪ Same year supermarkets volume growth by 3% and value by -6%.
Year 2015 & 2016:
Managing sales and trade marketing activities for brands such as BEL, Evian & Emborg.
Major achievements:
▪ BEL (KIRI & LA VACHE QUIRIT) became biggest cheese supplier in carrefour in the year 2016 with remarkable market share growth by 3%.
▪ Carrefour cheese category performance same year volume -2.6% and value growth 1.2 % vs BEL registered volume growth 6.4% and value growth 5.8%.
Key responsibilities:
▪ Responsible for new brands introduction in the key accounts channel.
▪ Responsible for setting up monthly sales target within the key accounts channel.
▪ Prime visibility acquisitions within the channel to outstand the company’s brand vs competition.
▪ Working on market share acquaintance.
▪ SMART investment and efficient A&P management with effective ROI.
▪ Preparing yearly promo calendar for active participation.
▪ Project - Kiri Equity: Successfully implemented Kiri equity Launch across Carrefour and LULU
Outlets a regional campaign initiative by the Brand Principal.
▪ Project - Christian Lacroix: Successfully launched Evian Christian Lacroix & Kenzo themed new graphic bottles across Qatar market as a Global launch initiative by the Brand Principal.
▪ Project - Organic: Successfully launched Emborg organic Segment across Carrefour and LULU group in the year 2016.