Safa Hakemi

Role & Responsibilities:
1- Build high-level contacts and work closely with company stakeholders, executives & senior managers to ensure the execution of sensitive and high-value tasks in line with the required development and progress toward the company goals.
2- Enhance the speed of business growth by working together with clients as well as business partners (suppliers, subcontractors, Join Venture partners, technology providers, etc.) by overcoming obstacles and crises. (Risk management).
3- Open new markets (internally & externally) throughout Identifying new potential markets and clients, developing best penetration plan to those markets & clients (including contract award proposal preparation, etc.).
4- Sustain the company’s competitive edge in the marketplace vs all competitors.
5- Direct the key activities of sales and marketing business units and ensure best practices aiming at maximizing performance and effectiveness, (Pilot Test projects, new route to market, products visibility projects, establishment of the company consumer club, PR, digital, loyalty programs, and so forth).
6- SWOT analysis of the company / client portfolio to define the opportunities & prepare the appropriate action plan.
7- Train sales and marketing heads on building-up 18 months ICP - integrated commercial plan in line with the client long-term goals.
8- Develop Special processes and training fits client organization requirements.
9- Introduce people management best practices system in line with global FMCG Industries.

Achievements:
1- Upgrade the company business profile from a family business company to a Business Oriented Organization.
2- Development of the commercial department’s performance and upgrading their sales and marketing skills.
3- Increase sales revenue over 50% despite of the Syrian crises.
4- Empower the client vision at all departments towards achieving the organization goals.
5- Achieve all consulting & training agreed points as per the signed consulting contract.

Role & Responsibilities:
1- Lead the business unit of two major brands (Supper More & Supper Pine brands) at MADAR Group towards becoming the preferred detergent supplier in the SYRIAN Markets.
2- Setup the ICP (Integrated Commercial Plan) for 18 months in advance.
3- Ensure implementation of the agreed action plan and review performance on a monthly basis.
4- Track all sales & marketing teams activities and ensure corrective actions are taken when needed.
5- Lead the unit members life execution of the agreed business plan.
6- Identify new business opportunities per month and ensure including them in the ICP.
7- Inhouse Consulting for all business aspects.
8- Encouraging new and existing clients by improving commercial proposals and creating loyalty program.
9- Setting the sales forecast, yearly commercial plan with head of sales department.
10- Develop and monitor strategies for ensuring the long-term financial viability of the company.
11- Set goals for my department/ divisions based on the company's plans.
12- Oversee preparation of an Annual Report summarizing all aspects of plans to top Management.
13- Develop proposals as needed to assist the organization in determining and meeting its goals.
14- Oversee staff in developing annual budgets that support operating plans and submit budget for approval.
15- Oversee designed activities, delivery, and quality of programs and services.
16- Establish rules, regulations and procedures for the division and ensure they are applied.
17- Stay abreast of current trends related to the company’s products and services and anticipate future trends likely to have an impact on its work.
18- Seek and develop new business opportunities.
19- Ensure the company yearly goals are on track.

Achievements:
1- Over achievement of YTD target by 23% growth value wise and 14% cartons wise.
2- Win 22% market share for the new brand SUPPER BINE Vs other detergents.

Role & Responsibilities:
1- Work directly with top management (CEO, Head of Directors & the factory General Manager).
2- Creation of the integrated commercial plan.
3- Work with business development team members (Head of departments) to execute the CEO approved business development plan.
4- Leading the charge on market research plans to identify new opportunities.
5- Inhouse Consulting for any new strategic development proposal to study & ensure best ROI (return on investment) of the new activity is adding value to the business.
6- Encouraging new and existing clients by improving commercial proposals and creating loyalty program.
7- Setting the sales forecast, yearly commercial plan with head of sales department.
8- Tracking the implementation of the sales forecast on monthly bases through (Monthly Sales Review Meeting) - (MSR) with finetuning of rest of the year monthly target to ensure annual target closing.
9- Setting the Marketing plan with marketing head of department to ensure best ROI of all marketing activities.
10- Tracking the implementation of the marketing plan on monthly bases through (Monthly Marketing Review Meeting) - (MMR) with finetuning of rest of the year monthly target to ensure annual target closing in line with marketing budget.
11- Provide orientation training program for new commers and set a professional time frame training courses for sales & marketing departments to have professional teams and ensure each individual meet the company goals.
12- Creation of the business tracking reports to monitor business plan progress & ongoing implementation in addition to business SOPs with other head of departments to build long term ones that matches E&Y standers.
13- Tracking the spends of the sales & marketing dept’s to maintain the yearly agreed budget.
14- Ensuring the company yearly goals (Business & revenue goals) are on track.
15- Work with the HR head of department to establish the hiring and recruiting criteria for the business development departments (different departments as all are doing a part of business development), maintaining a consistent and high departmental performance standard.


Achievements:
1- Closing year 2021 at 56% growth value wise and 14% Cartons wise.
2- Increase consumer loyalty throughout full marketing campaign supported by brand owners.
3- Creating the integrated commercial plan for the year 2022 with the implantation guidelines.

Role & Responsibilities:
1- Handling Kimberly Clark, Reckitt Benckiser & PINNAR categories focusing on building long term profitable business and ensure the delivery of both sales & distribution goals.
2- Delivery of Sales, distribution and visibility objectives in line with the Channel and Brand objectives for the Group.
3- Conduct Business Reviews with the designated accounts (Carrefour, Nesto, Lulu, Aswaq, Emirate Coops, Union Coops etc.) on a periodic basis.
4- Ensure effective monthly sales forecasting, stock management and execution of stock management priorities.
5- The primary objective is to grow brands faster than their respective categories, through category insight and flawless execution at the point of purchase.
6- Motivate and guide the frontline sales team through on field coaching and highlighting key learning points per individual case.

Achievements:
1- Achieve distribution objectives & increase product performance at the assigned channels.
2- Develop sales team skills from order taking rep to customer business developer.
3- New sales record for Reckitt Benckiser Agency exceeding Last record by 2M Dh’s (Last one 8M).

Role & Responsibilities: :
1- Setup B2B operation guidelines & long-term strategies including setting of both Sales & Marketing departments (budget, plans, sales forecast) for 18 month in advance.
2- Setup of the Salary scheme, Job description & KPI’s per individual position.
3- Responsible for the implementation of CANDIA Standers in line with local market requirements.
4- Setup the company profile, values, massage, commercial polices, brands positioning & products (F, A, B’s) in cooperation with CANDIA France.
5- Ensure the ROI with the media agency & follow-up projects launches of CANDIA products.
6- Establishment of (Sampling, Merchandising, Consumer Service & Marketing research teams).
7- Create the appropriate SOP's to ensure best control & performance per individual position.
8- Create the daily report system to ensure harmonization between all operating departments & branches at Syria.
9- Ongoing follow-up of market research to make the right corrective action whenever needed in order to strengthen the company & products competitive edge Vs competitors.
10- Direct & monitor projects performance per sales channel & ensure all needed requirements.
11- Identify the daily operation performance gabs & make immediate corrective actions.
12- Identify and recommend the appropriate training and development needs per department.

Achievements:
1- Execution of a successful launching campaign for RIHANA Farms products.
2- Establishment of CANDIA Franchise Operation in SYRIA - Sales distribution network with total number of subordinators reaches up to 98 employees.
3- Win %48 market share Vs the major UHT milk competitor in less than one year.
4- Dominate the UHT fresh Milk Market at Modern trade channel.
5- Execution of a successful launching campaign for CANDIA France products.
6- Maintain the sales achievements during 2011 & 2012 SYRIAN crises.
7- Establishment of both sales & marketing department’s internal rules & structures.

Role & Responsibilities:
1- To tailor category and channel strategies and initiatives to country requirements.
2- Actively participate in and support the customer development process.
3- Manage and coordinate the implementation of market-wide promotional plans within the region, evaluate, and provide feedback on performance to P&POP team.
4- Support the KAM in the development of cost-effective solutions to key customer category opportunities on a project basis.
5- Ensure that IMS forecast takes into account the planned activities.
6- Develop appropriate support materials (POS etc.) for activities.
7- Responsible to develop with sales management and brand team the next year’s target preparation by channel.
8- Responsible of planning and following up the implementation of local market sales objectives, new product launch plans, trade deals, distribution drives, sales competitions, coverage plans, budgets requirements (TTS / PFME) & activity timetables.

Achievements:
Achieve the annual sales volume & value targets per channel punching the highest RIG (11%) - Real Internal Growth at Country level for the assigned brand.

Role & Responsibilities
1- Identify sales force training needs through needs analysis by region.
2- Manage all aspects of a training course (locating suitable venues, cost efficiency, arrange workshops, hospitality…etc) & Conducting field visits before & after the trainings.
3- Design & deliver sales training courses as being the platform of sharing the “Best Practices” among the Syrian regions as well as from NME to the local market.
4- Train sales staff on the individual job training (SR, FSS & sales managers).
5- Develop the yearly training calendar, training tools & plan the needed supports.
6- Train the trainers to lead their subordinators became leaders.
Cross functional support with other divisions whenever needed.
7- Develop suitable training programs for NESTLE outside sales partners such as (Medical warehouses, helpers team & merchandising team).

Achievements:
1- Deliver NESTLE Syria sales team the new sales training courses in line with NME objectives.
2- Creation of two years full training program that ensure resulting a professional sales staff.
3- Upgrade the salesmen KPI’s & Train them on the new page & SAP systems.

Role & Responsibilities:
1- Define potential, strong products and find ways to push the sales of weak products to achieve the highest RIG (real internal growth).
2- Allocate the key customers and pinpoint the potential areas.
3- Ensure proper retail coverage and contact frequencies are met.
4- Develop outlet sales and increase of coverage and penetration.
5- Review journey plan, stock level and operational effectiveness of van sales representatives to maximize penetration.
6- Develop selling abilities of my sales team (train, coach & evaluate the performance).
7- Implement and monitor promotional planning.
8- Achieve corporate merchandising objectives and obtains maximum display support for all stores.
9- Prepare a monthly sales forecast includes the outlook.
10- Split the monthly target per salesman per channel per SKU.
11- Provide leadership & direction to my sales team.
12- Identify issues (problems or opportunities) that will affect sales volume and take action pro-actively.
13- Analyse the sales statistic reports and compare the achieved IMS Vs target by (tonnage& NPS) per SKU.
14- Develop conceptual selling presentation for my sales team and train them on the use.
15- Maximizing NESTLE northeast region distribution centre contribution in the oil fields food & beverage tenders.

Key Performance Indicators (KPI’s):
* Achieve the volume target for all products in my respective region based on NESTLE 4 pillars:
1. Low cost high efficiently.
2. Innovation & renovation.
3. Whatever, whenever & however.
4. Customer satisfaction.
* Implementation of POP drivers at all customers’ level.

Achievements:
1- Dominate the infant formula sales at (4 main cities, Hassaka, Kamshli, Raqa & Der Ezzour).
2- Increase the Infant cereals market share growth from %3 / year to %11 to become No.1 Brand at the NE region by %50 MS for the 1st time since NESLE Syria opening.
3- Increase invoice drop size over %50 per channel per customer.
4- Maintain the sales achievements during 2008 world economic crisis.

Planning & Alignment:
1- Create the sampling execution guidelines in line with the brand strategies and company standers.
2- Develop 18 months rolling sampling activity calendar.
3- Set the yearly budget of the sampling operation.
4- Set the monthly sampling activity plan with the supervisors.
5- Ensure daily sampling activities by pre-signed sampling agreements.

Management of the Sampling Agency:
1- Manage the sampling agency as required budgets.
2- Monitor & evaluate effectiveness of the sampling agency.
3- Set standers and profile for hiring of promoters with the sampling agency.
4- Develop & implement a continuous training program and train the new hired promoters on product knowledge and sampling techniques.
5- Ensure implementation of NESTLE basic hygiene guideline.
6- Help the sampling agency in finding solutions for any obstacles face the sampling operation.
7- Ensure availability of the sampling products & tools in sufficient stock at the sampling service company warehouse.

Budget control:
1- Manage and control the delegated (PFME) product fixed marketing expenses.
2- Ensure spend is in line with the set budget per account.

Key Performance Indicators (KPI’s):
1- Continuous improvement of cost per contact through finding cost-effective ways within the agreed-on budgets.
2- Ensure achieving both qualitative & quantitative of the contacts per group target per year.
3- Evaluate performance of the sampling agency.

Achievements:
1- Tailor made & Creation of the Sampling Operation Manual for the 1st time at NESTLE level.
2- Expanding of the sampling operation to cover all Syria with best practices.
3- Establishment of sampling internal guidelines & SOP's.
4- Officially assigned by NESTLE Middle East as training co-moderator & champion of the Field Management Best Practices sales training courses.

Role & Responsibilities:
1- Achieve volume target for all define potential, strong products and find ways to push the sales of weak products to achieve the highest RIG (real internal growth).
2- Develop outlet sales and increase of coverage and penetration.
3- Identify issues that will effect sales volume and take action pro-actively.
4- Schedule the appropriate amount of time to work with each individual within the team.
5- Field coaching per supervisor at least 2 times per month & report the findings on monthly bases to build new key learning's.
6- Provide leadership and direction to the team members.
7- Review retail reports, call reports and other performance reports.
8- Ensure cleansing customers performing below threshold from the routes as per the company SOP's.
9- Define and develop alternative potential customers to meet the monthly target.
10- Ensure proper retail coverage and contact frequencies are met.
11- Make field trade check on visits and on receipt offers and free goods.
12- Document and report the findings on monthly bases.
13- Review journey plan, stock levels and operational effectiveness of van sales representatives / field sales representatives to maximize penetration.
14- Forward through the direct manager requests for damaged good returns and any special credit arrangements made with customers.
15- Achieve corporate merchandising objectives and obtains maximum display support for all stores.
16- Achieve annual sales target.

Achievements:
The continuous follow up helped both my team & myself to be the first in class and to win the 1st sales competition at NESTLE Syria level achieving the highest real internal growth in Syria.