Shabin Muhammed

and implementing sales strategies for increase of market share and profitability on sustainable basis in line with Annual Business Operation Plan (ABOP)
•To direct the sales team and establish sales targets brand wise, pack wise as per ABOP, help them in breaking the same geographically, monthly, weekly & daily targets.
•To motivate and direct sales team to establish coverage, distribution and display objectives to meet sales targets.
•To plan and implement local sales promotion in consultation with trade marketing
•To analyze stock movement and availability
•Assist the business functions in developing long term pricing strategy to maximize variable margin through product/territory/pack mix decisions.
•Regularly have commercial review with top management for profitability and working capital including debtors.
•Have a clear focus on new channels like the institutions and Key accounts to build distribution, visibility and volumes.
•Work towards reduction in cost with optimum quality of product development
•Responsible for expansion and new products snacks sales
•Special requirements, external and internal contacts, travel, working conditions, etc.
•To achieve turnover and profit targets, also focus to Increase the Market share in the region.
Achievements:

•To maintain a volume and revenue growth of +5% & +7% respectively in the year 2019.
•Maintain a 30-point market share on the YTD level in Kuwait TT channel & reclaim as the market leader.

to the preparation of the company's annual sales budget that will help to achieve strategic objectives and planned sales.
•Manage and supervise the implementation of the annual sales plan to make sure to take all the necessary measures to achieve the desired growth of sales, in addition to directing the steps to implement corrective actions to overcome obstacles.
•Achieving sales and A/R target through the daily sales, control stocks and aging in order to achieve the general sales target.
•Sets objectives for sales force as per plan / Coverage Plan guidelines to achieve targets per channel per Category per SKU (Sales & distribution).
•Continuous communication with key customers to ensure meeting their expectations in terms of products and quality provided.
•Performs Sales activities on major accounts, negotiates sales price, Agreements & discounts in consultation with unit manager and suppliers.
•Review and develop policies and procedures implemented in sales to enhance the effectiveness of the work of the sales function.
•Build a market database including supply and demand and prices and competitors' activities.
•Think creatively and provide new ideas, techniques to introduce the company's products to major customers and increase sales volume.
•Review customer accounts and contact relevant departments internally in the event of problems to ensure the collection of associated debts.
•Monitoring the delivery of products and their transfer to ensure that they conform to the demands of customers (Quality, quantity and delivery dates).
•Manage the process of preparing proposals for key customers to ensure a presenting a competitive price to maintain relationships with these customers and contribute to its enhancement.
•Contribute to the analysis of sales reports to identify trends, sales projections and economic trends in the market to enhance the long-term sales.
•Determines the required sales force according to the sales perquisites to ensure that the sales team are enough to meet the target in collaboration with HR and company policies.
•Review the sales priorities, planning and presentation to the sales force ensuring that they are aware of all stock, pricing and promotional issues.
•Identify and pursue new business opportunities via expansion of the customer base, promotional activities or merchandising changes through the direct supervision according to the supplier’s procedures (Plano gram, stock list...) to increase the market share
•Direct control of stock level in coordination to insure proper level of stocks always available in the WH
•Direct control of accounts receivables in coordination with finance department to avoid the financial receivables problems.
•Direct handling of emergency customer cases through the market visit, phone, to ensure the maximum level of satisfaction
•Develop periodic reports related to the activities of the department

Achievements:

•To maintain a volume and revenue growth of +7% in the year 2016
•To maintain a 21.4% profit margin throughout year 2016.
•To increase the numerical coverage in the down trade and sustain a + 20% growth in the channel.
•To maintain a 40% market shares consistently in a volatile market like Bahrain throughout the yr.

Modern Trade Business Plan and Marketing Activities are developed to deliver volume and profit.
•Ensure that TCCC system understands Customer’s objectives, strategies, positioning and needs.
•Manages Modern Trade Marketing Budget’s implementation in line with Customer Agreements.
•To execute and monitor RED in MT channel for the picture of success execution in the market place with the right OBPPC.
•Develop Business Development Strategies for Modern Trade Channel through other Market Best Practices.
•Manage, coach and motivate the Modern Trade Team and the field force to commit and ensure for better levels of market execution.
•Monitor the implementation of agreements by Modern Trade Team.
•Conducts regular visits to assigned market to evaluate category performance and monitor the execution of all aspects related to the category such as distribution, pricing, and promotional activities.
•To develop and implement plans to maximize the market share and profitability of the assigned category while maintaining a clear activity calendar to support the category sales, coverage and distribution across the various trade channels.
•Lead, manage and coach the MT sales team to meet assigned objectives and KPIs.
•Prepare and Develop MT budget for the operations, Volume and Revenue, rentals and promo budget and coordinate closely with the CD to attain final approval
Achievements:
•Significant Contribution to NARTD Leadership in Bahrain through consecutive Sparkling and Volume Target Realizations

MODERN TRADE
Responsibilities:

•Maximize the sales, distribution & visibility of company’s brand portfolio within the MT through developing and enhancing the MT approach and developing the relations with all MT accounts
• Lead all key account contract negotiations within the MT channel. Maintains updated information & data base on the Channel development.
• Maintain close monitor on the field execution and identify opportunities to maximize visibility and sales of the MT channel.
•Responsible to deliver the budgeted Bottom line of the MT channel.
•Responsible to operate within the limits of assigned budget. Maintain timely update for the MTM on the business development plan progress and the MT channel in general.
•Ensure that the sales fundamentals are properly executed across the channel.

GENERAL TRADE AND KEY ACCOUNTS (HORECA)

•To manage the Team, sales and Marketing initiatives.
•To Plan, organize, develop, implement, control and evaluate sales and marketing activities.
•Develops and Executes effective HORECA accounts-specific marketing and sales programs.
•Maximize volume and revenue in key assigned food service accounts by utilizing fact based selling methods.
•Develop and Building customer satisfaction through quality, service and value.
•To lead, guide the sales force and give on the job training to the sales force.
•To prepare the targets of the sales force accordingly on the basis of yearly budget.
•To submit market reports & feedbacks on time to time for the top Management.
•Handle any other work related activities as per the direction of the direct manager.

To search environment for marketing opportunities
•To appoint Agents and Distributors in the related operational areas
•To achieve area wise Sales &Growth targets through Macro and Business details management.
•To Administer/Manage the “Credit note process/Allocation “which is done by the sales team, to maintain DSO and Receivables.
•To Collaborate with operations team to ensure excellence in “Order Cycle-Stock Arrival-Monthly Stock Forecast-Delivery” all on time to maintain SLA|” OTIF” to the trade at high level, including Fleet Operations with MLS
•To conduct proper market study and research to implement and develop marketing plans & Strategies.
•To give Support to customer and developing new markets
•To lead, manage and coach the Executive teams.