National Sales Manager
National Food Company (Americana)
Total years of experience :20 years, 6 Months
Modern Trade
Reporting to the Sales Director
• Responsible for the sales operations in Saudi Arabia of the Modern Trade &
• Leading nationwide sales team to achieve sales targets & empower them to negotiate and close agreements of customers
• Developing and implementing effective sales strategies & RTM strategy
• Build and develop relationship with major national accounts
• Signing off on ranging concepts, new product opportunities, promotions and point of purchase solutions
• Monitoring and analyzing performance metrics
• Managing the trade funds and allocation on Customer/Category
• Prepare monthly, quarterly and annual sales forecasts and management reports
• Responsible for setting the 5 years plan strategy for the business unit
• Working on different commercial projects within the group of companies
• Leading and developing teams across the sales organization
• Liaising with Marketing team and Product Development departments to ensure brand consistency
Responsible for building the Key Accounts strategy for the group
• Worked on improving customer service level and moving the relationship towards being a strategic partnership (e.g. joint business
planning)
• Rebuilt the current investment structure to maximize the ROI while delivering the company objectives
• Restructured the processes and teams to match the market dynamics and capture the full potential
• Developed the customer/channel plans that involve all year activities
• Identified the need to shift the distribution model to a Pr-sell model vs. direct distribution and consolidating the orders of all the group and
currently moving into execution
• Worked on developing and upgrading the capabilities of all the teams to guarantee the competitiveness
Reported to the Regional Director of Levant, GCC & Asia
• Focused on sales, profitability and market share results for a the portfolio of markets (Levant & GCC) as a first level, and on the second
level on the markets and their constituent regions, customers, channels, and categories supporting the integral role in ensuring the
sustainable & profitable growth of the business in the full region
• Developed and defended the "go to market" sales strategies for the different markets aligned with strategies for the different channels
and consumer segments
• Developed Customer Marketing and Team Selling approaches based on trade needs, current capabilities and resource availability
• Drove the goal alignment process in order to identify areas of focus and key priorities, in alignment with the overall strategy for FI and the
partner organization with it’s different functions
• Influenced the partners' internal commercial operations team and working cross-functionally with marketing and finance to optimize
commercial operations and processes (e.g., QTR reviews of LE positions and spending, operational and supply chain issues, etc.)
• Translating overall sales strategies into specific short term, medium term and long term operational sales objectives (e.g. targets for
distribution, volume, profitability, and market share)
• Maintained transparent/fair, performance-based terms & conditions and consistent discretional investment across markets, partners and
customers
• Monitored sales performance, working capital and taking action to improve performance
Reported to the Modern Trade Channel Sales Manager
• Controlled and followed up on sales activities through daily report and store checks
• Tracked and presented monthly reports and competition
• Executed efficiently the promotional plan of assigned customers
• Followed up on collection and credit limits of Key Accounts as a major task
Appointed as a Sales Supervisor for Dry Goods
Reported to the District Sales Manager
• Managed all the distributor operations
• Territory planning (Coverage, distribution, visibility & volumes) & execution of all business related activities
• Developing an accurate outlet database, ensuring that the route books are fully implemented and updated and re-engineering routes
whenever necessary.
• Controlled/ reviewed the stock by SKU and monitoring the warehouse of the distributor to make sure it operates as per Gillette’s standards
and suggesting the sell-in order to District manager & presenting the physical count report of warehouse after monthly closing.
• Provided the required sales force training
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