Head of Sales (KSA & Yemen)
Aujan Industries Co.
مجموع سنوات الخبرة :40 years, 11 أشهر
Held senior management positions for this dynamic manufacturer and distributor of a wide a portfolio of premium brands. Strengthened the company’s business management and sales operations in KSA and the GCC countries. Responsible for the overall sectors business and P/L, which is more than 60% of the company’s business. My responsibilities include:
1. Managing the category in the Key Accounts (Wholesalers & Supermarkets) to ensure that the company’s category objectives are fully met.
2. Ensuring proper visibility in line with the company’s high market share.
3. Negotiating with the key account supermarkets the annual agreements including the trading terms and business plans.
4. Providing sales forecast in line with sales trend and sales plan
5. Monitoring sales performances by brand by customer on daily, weekly and monthly basis.
6. Maintaining a high level of team motivation focus.
7. Sales and Brand Management.
8. Enhancing brand image awareness.
9. Developing promotional programs to optimize the brand performance.
10. Developing value added and tailor-made promotions to prop up product competitive edge.
11. Managing the overall marketing mix.
12. Acting as an interface between the Sales and Marketing teams.
13. Predicting changes in consumer behavior.
14. Market segmentation and product positioning.
15. Pricing the products for optimum margins.
16. Evaluating and controlling advertising effectiveness.
My responsibilities included designing of sales & distribution strategies and implementing marketing activities. Consistently, I have been achieving my targets both in sales volumes and margins. In addition, I have significantly contributed to man management, work load allocation and coaching.
Responsible for 5 branches across the kingdom, with sales force of 150, consisting of Branch Managers, Sales Managers, Sales Supervisors and Salesmen .
Al Esayi, with SR 600 Million turnover, is the Distribution and Marketing arm of National Biscuits and Confectionery Co . Ltd, and the National food Industries Co. Ltd. The brand names of these companies are ‘Teashop’ biscuits, ‘Champion’ CHIPS AND ‘Luna’ and Green farms’ range of products . Al Esayi are also agents and distributors for other well known brands such as ‘Botan’ tuna from Mitsui & Company of Japan, and ‘Green Mountain’ ghee from Coreman of Belgium . They also trade in the commodities ( sugar and rice ) .
My achievements at Al Esayi included single - handedly executing 14 product launches such as Green farms Beans, Green Farms Tomato Paste, Al Batal Chips range, Luna Milk, etc . All products gained rapid market share despite aggressive competition . Set up operational guidelines and intensified the distribution effort by developing the Company’s skeleton 37 salesmen to 150 sales force . By creating this powerful sales team, I have accomplished an intensive and extensive coverage of Saudi Arabia . Constructed and implemented national consumer and trade promotional activities . Exceeded the profit and revenue targets defined in the annual plan . Rationalized and controlled the collection and receivables system with emphasis on healthy credit control .
As a result of developing added value promotions and pricing strategies to correctly position the products, I have achieved over the last five years to drive the following brands to either No 1, or 2 positions in their respective categories
a) Green Farms Foul Medames - No . 2
B) Al Batal / Champions Chips & Sancks - No . 2
c) Botan Tuna - No . 1
d) Luna Milk - No . 2
e) Luna Beans - No . 3
f) Green Farms Tuna - No . 3
Worked with Mars Division of Arabian Food Supplies (an Associate of Spinneys Ltd ) as an Area Sales Manager, responsible for :
i) Sales personnel of 14 Van Salesmen located in the Western Region, 7 Credit Salesmen, 2 Merchandisers, a Sales Administrator and a import Coordinator .
ii) Sales force training.
iii) Sales Promotions .
Implemented a number of promotional incentives with impressive impact on the bottom line profit and on the business turnover, which increased from SR 86 Million in 1983 to SR 250 Million in 1989 .