(Kellogg's) Key Account Manager - Modern Trade
Hassani Trading Company
Total years of experience :10 years, 10 Months
Hassani Trading Company (Kellogg's) Key Account Manager - Modern Trade. Jan '14 till date
• Responsible for managing Modern Trade Business, key customers being Union Cooperative, Emirates Coop, Sharjah Coop and Aswaq.
• Manage product portfolio consisting of brands like Kellogg's, Safa, Khaleejia, Nandos and Crispo.
• Implement all Marketing and Promotional plan with key customers as per Kellogg's marketing calendar.
• Budget and manage and spending per customer in line with the annual operating plan.
• Monitor brand/SKU performance and reinforce account strategy.
• Negotiate annual trade agreements with Key customers in line with the set company objective.
• Monitor competitor activity in the market and come up with new promotional and execution plans.
• Deliver SKU wise volume and value targets in line with the set objective.
• Conduct quarterly business review for both top management and with the customers.
• Coordinate with various internal departments to make sure smooth flow of work and customer satisfaction.
• Maintain physical presence in the market by conducting frequent market visits and work with direct reports.
• Plan and monitor daily sales and merchandiser route plan.
Notable Highlights
• Achieved 13% growth on Kellogg's in Union Cooperative till May 2014 Vs 2013. Also 23% growth in Sharjah Cooperative during the same period.
• Implemented new planogram for Kellogg's across all outlets by rationalizing SKU's per outlet.
• Total saving of AED 600K by rationalizing Secondary investment in the outlets. Also eliminated unwanted investment considering returns and developed plan to reinvest in more profitable business.
• Planned and implemented new route plan for the entire merchandising team.
Al Aujan & Oasis, Key Account Manager - Modern Trade. Mar '11 to Dec '13
• Responsible for managing Modern Trade Business, key customers being Union Cooperative, Lulu, Emirates Coop, Sharjah Coop and Aswaq
• Protect & grow market share of Rani, Barbican & Vimto.
• Develop business programs supported with performance related agreements to aid growth
• Control annual financial budgets/targets to deliver set objectives.
• Plan and execute business plan
• Manage business portfolio as per agreed market development strategy
• Closely monitor field activities, reinforce account strategy, in-store execution and identification of high performers.
• Extensive liaison internally with various departments to ensure smooth flow & highest level of customer satisfaction
• Monitor performance and compliance to agreements, taking corrective action where appropriate.
• Continuous analysis of the business to identify gaps and optimize returns
• Closely monitor competitor activities and take appropriate steps as required
• Develop account specific standards for merchandising, range, promotions, pricing and equipments.
• Issue a promotion calendar on a trimester basis or according to the customer's promotional calendar.
• Conduct and manage the business reviews of the direct reports
• Motivate direct reporting staff according to company procedures, policy to achieve the sales targets
• Plan and prioritize personal sales activities and customer/prospect contact towards achieving agreed business aims, including costs and sales - especially managing personal time and productivity
Notable Highlights
• Achieved above 100% volume & Revenue targets across all product categories between March '11 and Dec '13
• Achieved 30% above target on Vimto Cordial sales during Ramadan 2011, 26% above target in Ramadan 2012 and 35% above target in Ramadan 2013.
• Successfully increased presence of Barbican in all Lulu outlets from 35% to 50% within the Malt category thereby getting the share of shelf as per the product's Market share.
• Conducted extensive research pertaining to share of shelf in the drinks category, which helped in 2012 annual operating plan.
• Developed salesman and Merchandisers route plan from scratch, increasing efficiency of Salesman and cutting down out of stock situations in the market considerably; Also increasing SKU distribution throughout the channel which saw a 15% increase in volume.
• Studied and implemented new delivery system with minimum order quantity, also controlling frequency of deliveries. This resulted in increase in drop size and sharp decrease in Sales & Distribution costs.
Key Account Executive - Nov '07 to Feb '11
Dubai Refreshments Pepsi - Oct '03 to Feb '11
Territory Development Supervisor - Aug '05 to Oct '07
Territory Coordinator - Oct '03 to Jul '05
• Responsible for Convenience & Gas and Special Accounts. Key customers managed include Eppco, Emarat, Adnoc, CircleK, Emirates Airline, Emirates Flight Catering, Fairmont, One & Only, Dusit, and other major 5 Star hotels.
• Responsible for the planning & driving revenues for PEPSI brand of products which includes carbonated soft drink like Pepsi, 7 Up, Mountain Dew & Mirinda; Aquafina water & Lipton Ice Tea in Dubai, Sharjah & Northern Emirates.
• Accountable for customer P&L, forecasting / budgeting, devising & implementing trade marketing plans. Managing marketing & sponsorship budgets.
• Handling a gamut of functions like setting route plans, sales territories, team goals, managing sales performance, maximize market penetration, ascertaining customer requirements and detecting market trends.
• Rendering support in the launch of new SKU's and successfully achieving distribution targets.
Notable Highlights
• Consistently achieved above 100% volume targets across all product categories for the past 7 years.
• Successfully achieved growth in listed areas during FY 2009 to 10.
• Delivered a growth to the tune of 13% in Aquafina Water, 34% growth in Aquafina Sparkling Water, 9% growth in carbonated soft drinks, 45% growth in Lipton Ice Tea
• Executed the transition of cans & NRB's in C&G to 500 ml PET
• Successfully revised & renewed EPPCO & Emarat Supply Agreement with better ROI
• Strategically added new routes to C&G channel which resulted in 32% increase in volume
• Conducted extensive market research to launch juices, sports drink, ice tea and malt beverages
• Credited for being the first to market Tropicana Juices and attained 100% distribution within 4 months of launch.
• Effectively negotiated additional cold presence in C&G channel.
• Transitioned from multi-pack to single serve promotions, reducing budgets by 45%
Scholastics Bachelor of Business Management in Marketing & Finance from Mangalore University, India in 2001. Trainings Attended
Pepsi International Territory University Pepsi International "Customer Management Workshop". Pepsi International "Managing customers for profit" Various Seminars on Negotiation Skills and Key Account Management.