Regional Business Head & Director
SUPERMAX WORLD INC
Total years of experience :26 years, 2 Months
SUPERMAX WORLD INC- CANADA (FMCG CATEGORY-SUPERMAX BLADES & TOILETRIES)
Regional Business head 07/2018- Present
• Internal organization transfer and promotion from Country Manager to Regional business Head from Wesley International ltd to Supermax World Inc, Canada.
• Monitored progress by establishing plans, budgets, measuring results.
• Established profitable value chain for business, pricing strategy, product mix & SKU blend.
• Grew market share and distribution by developing strategic alliance to leverage distribution opportunities resulting in nation- wide roll out in accounts such as Canadian Tire, Dollar Tree, Walmart.ca and Dollarama.
• Responsible for P&L administration for sales revenue, gross margin, and net contribution.
• Represent as the Director of organization with government bodies (CRA, CBSA, Banks, Legal firms, contract manufacturer)
ACCOMPLISHMENT
• Achieved 110% of budget for year 2019-2020 and a 20 % growth Vs 2018-2019.
• Improved efficiency in 3PL operations and contract manufacturing for toiletries.
WESLEY INTERNATIONAL LIMITED (FMCG CATEGORY-SUPERMAX BLADES & TOILETRIES)
Country Manager 11/2015-06/2018- Saudi Arabia & Bahrain
• Annual business IMS value of USD 6.5 million per year for KSA & Bahrain.
• Directed functional fields of business such as sales, trade marketing, operations, and finance.
• Leveraged leadership skills to identify deficiencies & opportunities to improve policies, procedure, and controls.
• Accomplished financial objectives by forecasting requirements, scheduling expenditures, and preparing annual budgets.
• Recruited and hired qualified candidates for Area Sales Managers for West & Central region of KSA.
• Relaunched the toiletries range in KSA, processed the registration with SFDA.
• Consistently trained the business partners field force on product knowledge, competitors, merchandising planograms, excellence in execution.
• Presentation, reports and discussed strategy with Business head & Senior management.
ACCOMPLISHMENT
• Primary sales of USD 4.75 million for KSA & Bahrain
• Overall sales growth of 18% in sales, pharmacy 20% and 18% other retail.
• Accelerated sales growth in Bahrain from USD 200K to USD 600K.
DABUR INTERNATIONAL LIMITED (FMCG CATEGORY SKIN, HAIR, ORAL CARE)
Trade Marketing Manager 01/2015- 11/2015 - Saudi Arabia
• Annual business value of USD 20 million accounting for key account & Pharmacies.
• Responsible for management of sales, trade marketing activities, for key account & pharmacies.
• Planned and facilitated meeting with Key Account customers to share trade marketing plans.
• Collaborated with distributor sales team and category manager (marketing team) to create opportunities for brand awareness in channels of trade.
• Analyzed, presented reports by category, brand with category managers internally and retailers for opportunities.
• Prepare monthly activity plan, basis of retailer’s calendar plan for consumer & trade promotion.
• Supervised creation of marketing material POSM and collaterals.
• Provide training of product portfolio to the entire team.
• Conducted category management project with DAWAA pharmacy chain in liaison with ACNEILSEN on Hair creams category- Key project parameters, category size, trend, ABC pharmacy variance, profitability
VLCC INTERNATIONAL BAHRAIN W.L.L (FMCG CATEGORY PERSONAL CARE)
Regional Sales Manager 02/2011- 11/2014 -Saudi Arabia, Bahrain, Qatar & Kuwait
• Launched VLCC personal care, attained listings and 60 percent numeric distribution in key accounts.
• Achieved top line of USD 2.5 million across the region.
• Met regional sales objectives by developing and implementing promotion strategies in coordination with business partners and servicing the key accounts to fortify business relationships.
• Coached, developed, and motivated sales team to achieve revenue goals.
• Synergy marketing & sales campaigns supported through in-store execution in coordination with VLCC health centers.
• Supervise & direct ‘National Sales Manager of KSA’
• Implemented category units in most prestigious outlets Hyper Panda, Carrefour & GEANT.
HIMALAYA DRUG COMPANY FZCO (FMCG CATEGORY SKIN, HAIR, ORAL CARE)
Country Manager 09/2006-12/2010 - Saudi Arabia, Bahrain & Qatar
• Established and managed yearly budget of USD 2.0 million.
• Multiple distributor management for Modern trade and other trade channel.
• Trade spends by channel, by category, optimization of gross margin.
• Distribution objectives basis of retail audit classification and market gap.
• Implemented visibility drive on ‘Face care’ by upgrading primary visibility, branded units in modern trade.
• Mass execution of 800 pallets displays in GP creams leading to growth in distribution and market share.
ACCOMPLISHMENT
• Sales growth 40% Bahrain 2007 Vs 2008, 44% 2008 Vs 2009 and 30% Qatar.
• Relaunched the brand in Saudi Arabia in year 2007, achieved 33% growth & 22% in 2008 vs 2009, Achieved 78% volume weighted distribution MT.
• Category market share in Face washes 6.7% and 4% in GP creams in MT.
AL-AQILI DISTRIBTUION L.L.C (DISTRIBUTOR FMCG FOOD & NON -FOOD)
Marketing Manager 10/2004-09/2006- UAE, Dubai
• Responsible for IMS turnover of USD 70 million per year.
• Implemented the marketing initiatives of principle into action in the market.
• Measured profitability by brand and maintained approximate sales forecast.
• Brands managed Americana Meat, Americana Cake, Supermax, Foster Clark, California Garden, Gandour, Tata Tea and VARTA batteries.
• Hired talented individuals three brand managers & one marketing assistant.
• Business review on MOM vs plan, follow-up on KPI month/ quarter.
AL-INJAZAT TRADING CORPORATION (DISTRIBUTOR OF NIVEA, DABUR)
Brand Manager 06/2000-09/2004 - Saudi Arabia
• Manage Key accounts for generating volume, value- based proposition, by implementing marketing programs, consumer promotions, in-store events.
• Pricing strategy for all channels of trade, by subcategories of the brand.
• Sales growth of USD 30 million in year 2004 from USD 18 million in year 2000.
• Retail audit analysis of ACNEILSEN for distribution, market share.
• Focus group leader for Nivea Visage in year 2002, presented the regional strategy on Face care to Beiersdorf.
• Execution management of Beauty events, NIVEA festivals, NIVEA week.
BAHRAWI TRADING COMPANY (DISTRIBUTOR OF HENKEL PERSONAL CARE)
Assistant Brand Manager 01/1998 -05/2000
• Sales and stock management report preparation.
• Manage marketing collaterals, POSM, suppliers, vendors.
• Work with the merchandising team in implementing displays in the market.
• Manage the advertising agency for artwork/ concepts.
• Closely work with the sales team on daily basis
It was distance learning module that consisted of two written examination and one independent project. The following courses were taken and passed under the program: Strategies in Action Management, People and Organization Strategic Analysis and Choice Implementing strategies Finance and Growth Strategies Accounting for Managers Strategic Marketing Each course had an assignment and case study as part of evaluation and grading.
On campus four year Degree programs of Bachelor of Business Administration - with major in marketing. Total completion of course was 128 credits from September 1993 till Spring 1997. The degree had combination of general business curriculum of Accounting, finance, Economics, Management, Mathematics, Business Law, Mass communication, Psychology and core courses in marketing such as Consumer behavior, Professional salesmen ship, selling and sales management, marketing research, public relations, retail management, Marketing of services and Advance marketing management and electives as well.