National Modern Trade Manager
National Food Products Company
Total years of experience :17 years, 7 Months
Restructured Modern Trade and Mini Markey operational and commercial access channel
Heading channels team and customer performance
Managing departments P/L and leads cost optimization
Leads the problem solving and development processes to advance day to day operations
Utilizes Key Account Management practices to improve (A) NFPC presence, (B) promotional success, (C) relationship building.
Support: “where to win” and “how to win” trade, customer and shopper programs that deliver the outcomes required with clear marketing, sales and financial deliverables
Support the right measures at all levels to ensure delivery and visibility of progress (or the lack of it) in achieving the business goals via solid reporting system and review meetings
Improving Customers margins via structured price models enhancement & markets opportunities
Customer Service: developing and sustaining productive customer relationships through needs identification, trouble shooting, and establishing procedures to improve service standards and increase efficiency.
Leading Channel business transition for better service level and efficiency
Tracks Sales revenue and market share targets for all UAE Modern Trade Customers
Conducts “Best Practice” Category Management to increase sell out through: (A) quick and correct product distribution, (B) effective planograms, (C) effective promotion
Ensures all accounts are visited on an appropriate frequency (Sales team / Merchandisers).
Ensures clear communication and adherence of presence, pricing and promotions as communicated by key account managers
Develops training and coaching programs to ensure that the team ensure constant development of team capacity and capability.
Prepares, for production purposes, the annual demand forecast as well as the monthly rolling demand forecast by area, in alignment with Key Accounts Manager; as per the signed trade agreement.
Collects market information and feedback including competitors’ activity, new launching and promotions and immediately passing it to Key Account Manager and Marketing Team
Proposes the wish list/opportunity visibility for each store to the key accounts manager to increase share of shelf.
Sets clear SMART objectives with each member of the team that are consistent with sales goals and targets.
Implements leadership of executional team on a timely basis and provides recognition and feedback to frontline employees
Manages the performance of the teams, guide, coach and develop them
Coordinates and work closely with direct reports, to develop strategies to motivate and to retain the sales teams.
Develops Key Account Supervisor to become the next generation of Key Accounts Managers.
Brands Communication of 500 different SKUs:
Managing and developing the company business through well reputed, structured distributors
Driving the relationship between the company and the distributor and make sure the relation is at optimum level and impact the business results.
Responsible for achieving market financial goals including Revenues in terms of net sales, gross profit, Operating income by developing and executing profitable business plans.
Developing the annual business plan per market including Gross sales (shipments to distributor), In Market sales, annual trade spend budgets, supply chain processes, Marketing initiatives and execution strategies.
Work closely with other functions as Marketing, Finance, Customer and shopper marketing to ensure effective implementation of agreed plans with distributor.
Developing the distributor operations, Capabilities and systems in ways that best serve the interests of the company through running full assessments for all related functions to identify areas of developments and improving them to be in line with company standards.
Establish: “where to win” and “how to win” trade, customer and shopper programs that deliver the outcomes required with clear marketing, sales and financial deliverables.
Develop the right measures at all levels to ensure delivery and visibility of progress (or the lack of it) in achieving the business goals via solid reporting system and review meetings
Designed brand plan-o-grams to trigger purchase and increase off- take at point of sales
Improving Customers margins via structured price models enhancement & markets opportunities.
Monitor the competition activities, pricing and recommends actions when necessary while ensuring company pricing Strategy is adhered to.
Grow partnerships with key customers in modern trade and across other channels as well.
Lead the execution of a healthy P&L for all the market which includes total business, brand financials, and channel and customer P&L
Lead & Management MT Accounts: profitably managing accounts including the development and implementation of customer business plans, promotional activity and the use of best class account planning practice to achieve targets.
Category Management: including the analysis of market data and business / competitor performance to identify opportunities, expose under-performing areas and increase sales incidence. Leveraging promotional activity to maximize brand exposure.
Research and Analysis: collecting information, identifying key issues and relationships to determine sales opportunities, increase profitability and develop business strategy.
Negotiation Skills: communicating and negotiating to facilitate the development of sustainable relationships and profitable business, including the negotiation of trading agreements.
Presentation Skills: presentation of business initiatives and business reviews with internal and external customers monthly and quarterly basis
People Management: leading sales teams to exceed target results, conducting performance appraisals, managing discipline issues and developing team members.
Customer Service: developing and sustaining productive customer relationships through needs identification, trouble shooting, and establishing procedures to improve service standards and increase efficiency.
* Brands Communication of 500 different SKUs:
* Scope of Commercial Responsibility : Group of Key Accounts UAE
Carrefour / Spinneys / Union Cooperative Society / Sharjah Cooperative Society
Emirates Cooperative Society / Aswaq Retail Group / Al Safeer Group / EMKE Group
Choithrams Group / Panda / Geant
* Scope of Operations Responsibility (Dubai / Sharjah / Northern Emirates Region Operation)
* Reports into Sales Director - UAE
Lead teams of 130 people across UAE covering Merchandising and Executions Sales objectives...
Forefront of collaborative servicing on the Modern Trade (KEY ACCOUNT) growth and expansion in United Arab Emirates, Improves route-to-market design, and continuing to purposely make the National Key Account Executives the best that they can be.
* Brands Communication of 450 different SKUs:
* Scope of Responsibility: UAE Operation Team ( Sales & Merchandising )
* Reports into Head of Sales ( Modern Trade / Horeca ) - UAE
Develop and maintain customer relationships and sell-in new products/sales promotional activities within the on-premise casual dining segment in the Region. Build new accounts and continue growing, servicing and managing existing high volume, revenue generating accounts in the A-B National Retail Sales group. Achieve yearly sales volume and market share growth by creating and implementing innovative sales and marketing programs while adhering to strict budget guidelines manage the team performance and capabilities improvement
This position is to implement the Departmental Sales and Distribution objectives set by the Sales Manager and to supervise the day-to-day Sales operation in the assigned area in a responsible manner in accordance to set targets, business plan and standards and manage the performance team and execution planning, manage the customers and account level
Support key work by compensating for execution failures in daily operations and facilitating unplanned work manage team for 40 employees between Sales team and Merchandisers, grow existing customer base by selection, coaching, training the territory team (sell through others).Provide relief coverage across the territory, handling the Key Account outlet level for execution, distribution and promotions
Took care of recruitment and training of the team and assigned the channel sales, net revenue & market development targets to sales supervisors and salesmen within the channel. Lead motivated and trained the team within the channels and ensuring that they are properly and manage the customer and merchandising, achieved company objectives (Target, execution, distribution and promotions)