Regional Manager
Aujan Coca-Cola Beverages Company
Total years of experience :25 years, 10 Months
Aujan Coca-Cola Beverages Company (ACCBC)
Regional Manager - South Region
Leading the South Region sales operations team of 190+ employees (including supporting functions) overseeing the well-known drinks brands; RANI, BARBICAN and VIMTO. During my tenure, I have been recognized with #1 sales spot in KSA in 4 consecutive years. Summary of major activities and accomplishments as follow:
Leading a distribution network of 6 branches, 65 salesmen and 65 trucks serving retail, key account and wholesale customers in all categories. Since taking over the role, sales doubled to reach SAR +600Million mainly through increasing covered distribution area by 95% in addition to penetrating new challenging markets such as Yamen (SAR 100 Million).
Activate more field visits to get a first-hand feel of the market pulse and explore scope for business expansion. During my tenure, 2, 880 new customers were added through establishing 16 new routes in the region.
Establishing 3 new branches with all related licenses and optimized financial cost with no business interruption.
Lead an aggressive coolers (in all sizes) deployment in premium locations.
Execute short /long-term sales goals; execute sales strategies aligning with overall company vision and strong selling margins.
Identify areas for improvement in sales with the Branch Sales managers & Supervisors to achieve set goals.
Analyze sales and profitability performance to address gaps in volume and ensure proper recovery plans.
Close focus on market trends and consumer behaviors in order to update HQ product development teams with needed products introductions in the market.
Monitoring K-Customers MTD V.S Plan, V.S YAGO/YTD V.S Plan & V.S YAGO and developing plan.
Introduce innovative actions to boost sales with strategic trade offers, competitive pricing, and optimum resource allocation.
Developed a hiring plans and coaching of high performer’s sales team.
Directly leading and improving the support functions such as Finance, WH and logistic. Also, in some cases leading restructuring of the region operations.
Maximizing working capital efficiency by optimizing inventory levels and collection management.
Hassan Misfer Al-Zahrani & Partners Group
Regional Manager - Central & North
The group operates in several industries; Trading, Contracting, Maintenance & Operation and finally Tourism & Travel. During my tenure, I have focused on expanding the contracting business across the KSA by promoting the group to new customers in the privet and government sector which expanded the group project portfolio by 10 times to SAR 1 billion. Total project under biding and negation was SAR 3billion before leaving the group. Major activities and accomplishments as follow:
• Developing the group’s profile to promote its activities. This profile was presented in workshops to several ministries such as Saudi Aramco, SABIC, Royal commissions, MOF and MOH, which enabled the group to gain new profitable business.
• Gained footprint in most miniseries & agencies by securing a certified supplier position.
• Entering consortiums with other major contractors in projects construction such as NESMA, Al Rashed Co., Saudi Bin Ladin and Al Saif contracting.
• Managing the relationship and communication with the client and all stakeholders, ensuring the project is delivered to their satisfaction.
• Preparing a detailed project implementation and financing plan to schedule key project milestones, work streams & activities.
• Tracking project and providing regular reports on project status to project team and key stakeholders.
• Work with other team members, consultants, key customers to solve specific challenges and leverage growth opportunities.
• Identifying and mitigating potential risks.
• Contact contractors/developers pursuit of business.
• Maintain contact and friendly relationships with customers and local supplier’s source, building a favorable company image.
• Major projects taken; HRH King Abdullah’s Palace in Rodhat Khoraim in consortium with Saudi Bin Laden, 500 housing units in Yanbu for the royal commission, Al Shomaisy central prison in Jeddah, King Faisal university in Dammam, 11 hospitals (100 beds) for the MOH and Technical college in Muzahimiah (faculty and students housing) and 40 clink centers for the MOH across the kingdom.
• Furnishing and equipment supply for famous hotels chains such as; Movinpeck, Olfid, Holiday-Inn, Marriott and other 4 star hotels.
• Furnishing and equipment supply for famous hospital such as; Al Mowash, Al Hamadi, Care hospital and National Hospital and Saudi German.
Saudia Dairy & Foodstuff Company (SADAFCO)
Regional Sales Manager - North Region
Leading the North Region sales operations team of 223+ employees (including supporting functions) covering SDAFCO products; i.e. Long Life Milk UTH, Flavor Milk, Powdered Milk, Cheese, Cream, Juices, Ice Cream, Crispy Snacks and Tomato Paste. During my tenure, I have been recognized with many #1 sales awards especially in the key account category. Summary of major activities and accomplishments as follow:
Leading the distribution network of 5 branches, 95 salesmen and 107 trucks serving retail, key account and wholesale customers.
During my tenure, total business grew by 25% to SAR +710 Million in revenue annually by adding 14 LLM routs and 8 routs for Ice Cream.
Successfully launching new products such as Tomato Paste, powder milk snack and new ice cream flavors.
Deploying 1, 800 ice cream freezers (400 and 600 ltr) in prime locations.
Initiate, share and discuss strategic issues for sales & distribution, in order to contribute to the development of the sales & distribution strategy and enhance company’s profitability.
Translate sales plans and activities into sales forecasts for the Region in co-operation with Trade Marketing and ensure correct and on time reporting of sales figures.
Budgeting and financial monitoring and reporting according to company financial policies in order to ensure proper financial management for the S&D region.
Guide, coach, train and motivate Sales Management and Supervisors in the Region in their performance, in order to create an effective regional S&D organization that realizes the sales targets.
Implementation of agreements with Key accounts, in cooperation with Trade Marketing and manage business relations with existing and new Key Accounts in the Region.
Maximizing working capital efficiency by optimizing inventory levels and collection management.
Monitor quality control of sales processes and practices and use company standards and regulations.
Part of the workstream to establish and develop the software system to automate company's sales reports (SEBA)
Develop and manage the Sales & Distribution organization in the assigned Region ensuring sales and secondary distribution, in line with the Sales & Distribution strategy and policies, in order to realize the gross sales and profit targets for the Area.
• Training & Developing the skills of the sales team.
• Set targets for the Area’s sales force and monitor, guide and motivate sales management and supervisors in their performance, to effectively manage and control the van sales operation and to realize the sales targets.
• Translate sales plans and activities into sales forecasts for the Area in co-operation with Trade Marketing and ensure correct and on time reporting of sales figures.
• Execution of merchandising at the points of sales, in line with the policies and approaches as defined by Trade Marketing and Marketing, in order to influence the shopper’s choice in favor of Sadafco products.
• Monitor, track and evaluate sales data to ensure satisfaction of sales objectives.
• Contributing to the regional plan
• Preparing business plans
• Managing customer retention
• Maintaining comprehensive knowledge of products and services
• Growing in new accounts
• Growing the business
• Conducting performance reviews
• Management of the maintenance and repair activities for cars, refrigeration and forklifts in the Area, according to functional guidelines of Supply Chain Management, in order to ensure maximum availability of the vehicles at lowest cost.
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Responsible for building and maintaining relationships with narrowly geographically-based key customers or within specific channels in order to maximize sales and profit and to ensure proper execution of pricing and promotional programs.
• Build, develop and maintain customer relationships with key accounts or channels. Direct calls on customers, sell in initiatives such as new brands and packages, marketing promotions. Resolve customer concerns and issues.
• Build and execute sales forecasting and ensure proper execution of pricing, promotional programs and Customer Marketing Agreements or channel pricing. Assure in-outlet standards are executed per channel direction
• Develop and implement sales incentive promotions.
• Execute creative marketing promotions.
• Obtain authorization from customer to sell and deliver product and/or equipment.
• Develop and deliver sales presentations.
• Maintain and assure implementation of ad calendar.
• Communicate market conditions with internal sales force.
• Work with Category Management to gain key market and customer insights.
• Acquire new customer information and advise new business representatives.
• Development of goals for customers based on Business Unit Channel strategy.
• Follow up - Annual contracts, marketing campaigns, leaflets, listing of products for key accounts customer.
• Analysis of customer sales.
• Partner with Account Development Managers and provide guidance where applicable.
• Review business results with customers at pre-determined frequencies and agree on business improvement initiatives.
• Optimize placement and appropriate brand/package availability to ensure assets meet minimum performance requirements.
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1 . Provide best service and optimum product every season from sell-in to sell-thru.
2 . Coordinate and develop product presentations based on seasons.
3 . Attain quarter sales goals and categorize as mentioned by sales director.
4 . Manage and monitor account level P&L for target requirements delivery.
5 . Prepare marketing plans commensurate to seasons supporting key initiatives.
6 . Forecast account as seasonal and order proactively book management.
7 . Analyze sales regularly to manage life cycle of product, inventory models and selling rates.
8 . Supervise rival's performance and activities and implement strategies.
9 . Participate in national and regional sales meetings along with trade shows as required.
10 . Upgrade and maintain complete organization knowledge and product and services familiarity.
11 . Manage current business and produce profits from new business for assigned accounts.
12 . Conduct market analysis and evaluate competitor’s practices and market status.
13 . Ensure excellent customer satisfaction working with customers.
14 . Represent customer and speak on their behalf when necessary.
15 . Maintain and update customer contact records.
1. To assist the Sales Manager in leading, directing and motivating the sales team in order to achieve the overall corporate sales objectives.
2. To assist the Sales Manager in revising and implementing the sales strategies plans.
3. To assist the Sales Manager in generating sales opportunities by identifying appropriate business targets.
4. To assist the Sales Manager in providing a professional and excellent level of customer service with existing and new customers.
5. Conduct weekly sales meetings
6. Assist Sales Manager by completing all assigned duties.
7. Handle customer issues, resolution and communicate escalated issues to the Sales Manager.
8. Supervise Sales Representatives.
9. Assist with sales rep questions, concerns and product/service questions.
10 . Create reports showing Sales %, install %, adherence, and attendance etc.
11 . Make sure all employees adhere to company policies and procedures.
12 . Deliver positive feedback, Employee Rewards and Customer Recognitions to employee.
13. Communicate all employee relations issues, concerns, and incidents to Sales Manager.
14 . Monitors calls, provide feedback to reps and assist reps on sales %, install %, and quality assurance goals.
15 . Monitor, analyze and take accountability for performance affecting improvements in sales/revenue growth, sales productivity, sales quality and optimization of customer satisfaction.
16 . Supervise sales operations of sales team.
17 . Follow-up leads and samples provided by sales team.
18 . Implement strategies to sell products or services.
19 . Build new customer base to maximize sales.
20 . Retain existing customers by providing prompt customer services.
21 . Supervisor and oversee the maintenance of customer databases.
22 . Supervise accounts receivables team in collecting balances.
23 . Supervise field marketing and sales force.
24 . Analyze field reports and prepare sales documents.
25 . Analyze competitor pricing proposals and sales strategies.
Responsible for creating attractive point-of-sale displays. These displays must be aesthetically pleasing, yet functional, making it easy for customers to locate and obtain self-serve items. If the supervisor does not personally create, manage or stock or restock the display, helping to meet these goals by creating an aesthetically pleasing shopping environment through the display and placement of merchandise, creating attractive point-of-sale displays. These displays must be aesthetically pleasing, yet functional, making it easy for customers to locate and obtain self-serve items, comparing sales data for products they handle and make recommendations to management regarding possible solutions if sales are low. This may involve modifying displays, moving to different locations within the store, adjusting prices or discontinuing an item, timely merchandising of seasonal goods and their removal after prime selling periods expire, keeping track of inventory and submitting order requests to the purchasing department, suggest new items, contact vendors directly, negotiate wholesale costs and set retail prices according to company profit requirements.
Master Degree in Business Administration (MBA)