Regional Manager
Campbell International
Total years of experience :18 years, 1 Months
Duties
• Managed 5 categories and 8 brands across the designated geography with distribution partners in each country.
• Work closely with marketing colleagues for developing BTL & social media marketing plan that will assist the brands to reach the consumers & enhance the presence/visibility with trade.
• Work closely with distributors in respective market for developing the in-market sales and brand activation in line with brand strategy and primary sales targets.
• Design promo calendar in line with distributors that will be in line with budget and to attain sales target.
• Work with BTL & Social Media Agencies to execute the “Go to consumer/shopper” plan.
• Develop the annual sales budget and brand execution plan for the region, responsible for gross sales, net sales and contribution.
• Learn and share business trends and category data like market share data, which should assist the distributors to execute the brand.
Achievements:
• Restructured and empowered/enlarged the distributors by consolidating brands from many distributor partners into maximum of two in core & focus markets.
• Achieved by KPI by 25% growth in sales the 1st half of the fiscal year, contribution growth increased by 10%.
• Designed & executed trade marketing practices by identifying the brands to activate in the retail space, as we had to move our from being a self-funded and a trading brand.
• Designed exclusive promos in the snacks category in UAE, which spiked the product sales by 300%.
• Launched a global biscuit brand in GCC and reached 100% weighted distribution in 3 months.
Duties
•Responsible for delivering Net Sales Value and Net Contribution (EBIT) for the assigned region.
•Formulate strategy and sales plan considering the market trend and the long-term objective of the organisation.
•Do monthly business review with distributor’s team; with monitoring & forward planning the in-market sales/distribution and brand activation & promotions.
•Design Go to Market strategy with the distributors, considering the investment that is feasible for the respective market.
•Train the distributor (on product info) and share business information/ trends about the category data like market share / macro data.
•Do quarterly financial review on accounts receivable, allocation of funds and promotional budgets with distributors.
Achievements:
•Appointed new distributors in Malaysia and Singapore in 2019.
•Grew the business of Malaysia and Singapore by more than 150% 2020 Vs 2019, via right pricing, sales budgeting and cohesive directions to the distributors team, during pandemic commotion.
•I was able to win yearly tenders and establish B2B business in Australia with all the 3 top food retailers.
•Was able to revive the business in Philippines from 2 SKU to 10 SKU via formulating a good business strategy and working on fundamentals of distributor management.
Duties
•Apply right “Go to Market” strategy by identify the right markets, sales and distribution partner who believe in the same strategic development.
•Identify, Develop and deploy the appropriate 4P’s via business partners (distributors) that would be accepted by the customers/consumers and bring in value addition to the distributor/retailers expectation.
•Work and align internal team (Finance, Production, Supply chain, Marketing and Legal team) to deliver the business commitments with customers.
Achievements:
•Commenced business in China, Malaysia, USA, Saudi Arabia, using Camel Milk Powder as the entry strategy with touching the full capacity of the factory. Have also developed confirmed leads for ME & Asia markets using business opportunity forums, with other product categories
•Convinced Modern trade outlets like Al Othaim, Raya, Lulu, Bin Dawood, Danube, to enter camel products in to KSA accounts.
Duties
• Identify and design the product categories and bring the right product mix by analysing the retail audit report and working closely with R&D.
• Design “Go to market and consumer” strategy, in getting the right sales & distribution partner and worked closely with agencies on developing the communication strategy.
• Develop the Sales model with 3 approaches that would focus on brand building in the GCC market primarily with Modern trade and key accounts likes of (Hyper Panda, Carrefour, Danube, Othaim, Lulu etc), trading and private labelling.
• Design the Marketing & Sales budget for creative works, branding, packaging concepts, media space, POSM, brand launch & activation, distributor margin and tactical promotional activities.
Achievements:
• Developed the complete 4Ps and packing in coordination with one of the worlds renowned advertising agencies.
• Designed the complete communication collateral for ATL & BTL with in store branding in line with the strategic positioning of the brand.
• Did a full set up of OWN sales distribution team in KSA and UAE.
• 1st year we reached 30 countries in MENA and Europe with a gross sales value of 3 million aed per month.
Duties
•Prepare yearly business development & sales (top line) in coordination with distributor partners correlating investments, growth plan via innovations and category & market trend.
•Work closely with internal customers like Production, Supply Chain, Finance teams and most closely with marketing team.
•Work & give on the job training to the direct sales personnel, facilitating them with the right “Go to Market” strategy.
•Direct the sales team via spending immense and quality time in the market on identifying opportunities that could stimulate the customer/market performance & visibility of the brand.
•Do monthly rolling forecast with all the distributors for primary sales which would be generated by focusing on secondary sales (in market sales) regular SKUs and promotional products/activities.
•Did monthly business reviews with distributors to retrospect the initiatives & performance which gave the right direction to correct or accelerate the business.
•Work closely with top regional customers on agreements & JBP on category & brand development.
•Did monthly financial reviews on spends vs budgets & did clearance of all debits notes sent by distributor partners.
•Design & lead all the market activities & financial budgets in coordination with distributors, customers and marketing for customer development and all brand activation programs.
Achievements:
•Received an award for consistent performance, showing month on month growth in my portfolio. Surged the profitability by 38 % & the sales budget by 3% against 2011 budget.
•Grew the market share by 300 basis points via shopper marketing & tightening the sales fundamentals, increasing & managing planogram at the POS & visibility in Modern Trade.
•Developed & executed a new product introduction with 360˚ in-store activation.
•Increased phenomenal space from 2300 mtrs to 5750 mtrs. in Traditional Trade channel “Bakalas” in UAE market which got the channel leadership.
•Initiated, designed & executed a channel/brand/customer & shopper marketing exclusive event with Lulu group in UAE &Oman that earned us category leadership.
•Institutionalized “Must Stock list” and “Frame theme” to enhance the visibility in Traditional Trade in Oman.
•Spear headed a CATMAN project with Lulu UAE for 2 stores in biscuit category in coordination with the distributors and 3rd party agencies.
Duties
•Managed a team of 90 members with focus on both modern and traditional trade.
•Mange and Involve in Business development and trade agreement & JBP with top key accounts like Carrefour, Lulu, Geant and Convenience stores.
•Designed sales & spends budget to operate and develop the business and market share.
•Designed promo calendars specifically for customers & drive in store visibility.
•Managed trade marketing; by designing monthly initiatives & promotions.
Achievements:
•Restructured the Go to market & team structure that grew the business +9% versus the category growth of 3% in year 2010.
•Achieved phenomenal growth in the market share by 200 basis points 2010 Vs 2009 via shopper marketing & tightening the sales fundamentals & operations.
•Introduced a New brand Trident World #1 in gums category, we achieved numeric distribution and took main OTC in Carrefour, Co-ops and OSD in many modern trade outlets and gas stations.
•Developed & executed FIFA World Cup 2010 project in Petrol Station that kept the channel growing.
•Did a project for Vans in sync with Must Stock list / Product Portfolio, route efficiency & productivity and channel re-engineering.
Duties
•Manage the Key Accounts in UAE, like Carrefour, Co-ops, Geant, Choitrams etc.
•Introduce new products in to the modern trade & brief the trade activation plans.
•Negotiate Business Development agreements & secondary visibility with key retailers.
•Managed the full field sales team of modern trade.
Achievements:
•Grew all managed customers index avg. 125% Vs 2006.
•Attained AED 60Million in sales revenue in year 2007.
•Implemented CATMAN & Off shelf display projects in the health & beauty category with Carrefour.
•Increased on shelf visibility and off shelf displays phenomenally to increase category/market share.
•Decreased the cost to sales (in market investment) with one of the major key accounts, while managing the budgeted revenue and growth.
•Conducted numerous in house coaching for field sales team.