Country Manager
EMAMI INTERNATIONAL FZE
Total years of experience :20 years, 3 Months
• Managing 2 distributor (Emami Portfolio) & (Cream 21)
• Providing quality leadership to distributor team in all assigned tasks: inclusive of constructive problem solving, inspiring others to take up the challenge to build & promote business effectively.
• Responsible of building up primary & secondary sales target & ensuring they are achieved on monthly basis.
• Extensive analysis of the sales data by channels, customer group, by items to ensure no opportunities are missed.
• Guide distributor team in building up monthly business plan within agreed budget spend.
• Ensure SOP are being followed by both the companies with regards to cross functional responsibilities, timely & hassle-free settlement of task.
• Make certain to successfully manage and monitor assignment across cross-functional teams.
• Continuously motivate the distributor sales team and inspire them to stay focused on achieving monthly target.
• Hold weekly meetings with distributor team to identify techniques to overcome sales obstacles.
• Owned all aspects of sales planning, development, and team and account management for UAE territory.
• Adopt pragmatic approach in improvising on solutions and resolving complex sales operational issues such as GRV, block outlets etc.
• Ensure distributor establishes work priorities & procedures to safeguard the daily workflow requirements ensuring that deadlines are met.
• Give spends related approvals after careful studying the proposal & ensure that they are within the budget agreed.
• Review of monthly claims & settlement of the same
• Identified sales opportunities to help build up business for Organic Skin Care brand in KSA.
• Developed & implemented listing & business plan
• Set Sale goals based on market potential & reduce sales development time while optimizing the profit & reducing loss
• Based sales strategy on customer benefits rather than features of the products.
• Negotiated with Key accounts to fulfill brand expectation in terms of sales by sorting out consumers & trade promotion.
• Optimized impact of sales & promotional strategy & created opportunities to maximize sales leads while minimizing A&P expense
• Responsible for driving Profitability
o Maintained full P&L responsibilities, developed & administered budget including marketing, promoters operation and payroll
o P&L analysis- Sensitivity analysis of P&L against increase & decrease of revenue & Cost & it’s impact over 3 years
o Interprets short and long-term effects of sales & promotion strategies on operating profit.
• Ensured service effectiveness for channels handled
• Ensured effective planning and execution of trade promotions and activation plans at channels managing with distributor and agency team.
ACHIEVEMENTS IN ORGANIC HARVEST-May’17-April’19
• Successful launch of first ORGANIC Skin Care brand in KSA market
• Taken free of Charge support from MT customers for beauty advisor/promoters’ placement for 1 month resulted in saving of SR approximately- SR-600 K at the time of launch.
• Developed annual sales (Primary, Secondary) growth plan & BTL budget for KSA split by Value, Volume, channels, region & months based on historical sales data, market trends, competitive activity, promotional strategy, and sales efforts.
• Led the team of distributors for yearly sales contract and A&P agreement negotiation with Modern Trade, Wholesale, Pharmacies & Traditional Trade customers.
• Prepared operational sales plan activities for different trade channels & guiding the distributor team to follow & implement it.
• Devised strategy & plan for New Product Launch such as.
o Identifying the best customer segments for penetration
o Positioning the product successfully against competition
o Setting coverage & sales goals based on potential opportunities and distributor strength.
• Followed up with distributor team on MTD sales vs target and took action when necessary to achieve the same.
• Conducted quarterly business review meeting with distributor management about YTD sales & distribution achievement and stock availability
• Planned, managed, and controlled negotiations of visibility agreements and yearly budgets with distributors as well as with customers.
• Reviewed stock level with distributor team and implemented actions accordingly
• Build strategy to optimize the distribution coverage and ensured its implementation with distributor.
• Developed schemes to re-Launch & liquidate the discontinued and slow moving items.
• Headed the team of managers and professionals strategically located throughout regions, involved in executing the company’s business plans and strategies to achieve the desired objectives.
• Increased market share & volume through successful implementation of sales plan & brand marketing strategies.
• Responsible for checking & approving all trade related expenses, ensuring timely raise of debit notes.
ACHIEVEMENTS IN EMAMI INTERNATIONAL- KSA
Appointed two new business partner/distributors in KSA, one for Cosmetic (SARA Corp) & other for OTC (ZIMMO Pharmaceuticals)
Spearheaded the successful business transaction from Old distributor to new distributor
o Successfully closed all financial & Sales related issue with old distributors such as settlement of A&P expenditure, Vendor Transfer & market related issue.
o Revamped KSA business by re-defining product, price & channel strategies which lead to the phenomenal growth in KSA from 2014-2016.
o Achieved a growth of 104.5 % in secondary sales in 2014 and 20% growth Year-over-Year for two consecutive year
Expanded respective brands in pharmacies such as United, Dawa, Al-Nahdi etc
Launched 6 new brands in Saudi market in both Personal care & OTC Category.
ROLES & RESPONSIBILITIES
•Defined distribution structure required to ensure distribution effectiveness
•Facilitated distributor to achieve the region’s sales target as they are sold into various segments within the region
•Responsible for the region’s forecasting and sales tracking.
•Performance monitoring & appraisal of distributors sales team
•Evaluated market trends and gather competitive information, identified trends that effected current and future growth of regional sales. Disseminate information to marketing and sales operations.
•Periodically monitored distribution to optimize distribution coverage
•Regularly discussed with distributor team for the approval required of region trade expenses.
•Ensured the availability of all SKU's on the shelves.
•Ensured quick listing of new products at all trade channels.
•Coordinated with the distributor’s sales team about the usage and distribution of POS materials and giveaways.
•Implemented promotional activities and events prepared and planned by the brand Manager and exploited any additional opportunities to promote sales.
ACHIEVEMENTS IN Al-INJAZAT TRADING CORPORATION (BUGSHAN GROUP)
Successfully finalized business venture for AITC with two GLOBAL brands.(HIMALAYA & SUPERMAX)
Re-introduced HIMALAYA Brand in pharmacies such as United & Dawa & wholesale
Successfully launched NIVEA Visage Products- Expert Lift across K.S.A. (80 Key A/C outlet & 300 pharmacies).
ROLES & RESPONSIBILITIES:
(JAN’09-JUNE’11) TRADE MARKETING MANAGER-KSA (BRANDS-NIVEA, HIMALAYA & SUPERMAX)
•Monitored monthly sales plan by Region/Trade channel/salesman and follows up the execution on a daily basis by monitoring sales reports.
•Reviewed and analyzed sales force achievements by brand/Trade channel to ensure company's objectives being achieved.
•Developed trade marketing implementation budgets in terms of BTL, and its prudent deployment.
•Responsible for reviewing:
oMonthly performance to ensure alignment with IMS & achievement of monthly top-line.
oAll category sales figures & ensured in line with budgeted numbers.
oTop retailer score card on monthly basis to ensure achievement of weighted distribution.
•Provided assistance in setting up monthly sales target by categories and planning monthly orders with Supplier () in line with set objectives.
•Monitored shipments & inventory levels by category, inventory levels at trade through merchandisers to maintain stock holding levels.
•Implemented the Annual Visibility Scheme (AVS) as agreed with supplier.
•Played a key role in allocating POSM & stock distribution to all regions & to make sure that they are used properly.
•Accountable for setting promotional cover priorities based on distribution/display objectives in different channels.
•Implemented all support activities (A&P) such as P.O.S material samples, educational leaflet, poster, planer, display stands and shelf organizers as per brand marketing strategies.
•Implemented pricing as per agreed pricing strategies after discussion with management.
•Demonstrated abilities in maximizing the profitable utilization of trade fund within agreed budgets shared by supplier and implementing trade visibility and display programs as per supplier product line strategy.
•Managed & reported all relevant brand spend within budget.
•Prepared & submitted all claims (debit notes) pertaining to relevant, appropriate and approved spends, in a timely manner.
•Managed & monitored all sales fundamental covering setting and monitoring targets, training of sales force and ensuring accurate delivery of products.
ACHIEVEMENTS IN HAIL AGRICULTURE DEVELOPMENT COMPANY (HADCO)
Enlarged the store level merchandising activities & improved product availability on shelf.
Successfully implemented “Hand Held System” for proper invoicing.
ROLES & RESPONSIBILITIES:
(SEP’06-DEC’08) CATEGORY MANAGER-MODERN TRADE HADCO- Fresh Poultry (Chicken)
•Responsible for key account sales & distribution in line with agreed turnover.
•Responsible for day to day management of the MT operation which involved stock availability, invoicing & delivery issues.
•Responsible for formulating sales strategies to increase sales by right product mix.
•Accountable for ensuring continuous analyze of competitors activities in terms of promotional and pricing strategy and service delivery.
•Responsible of sales target margin i.e. average price of fresh product (Chicken) in retail market across K.S.A.
•Monitored & ensured wastage level within budgeted level for all branches i.e. minimum expires/ returns.
•Controlled stock, minimized losses, damages and incomplete orders.