Sales and Trade Marketing Manager
SADAFCO
Total des années d'expérience :19 years, 4 Mois
• Responsible for trade marketing and sales operations for Ice cream and frozen food (Butter and French fries)
• Turnover of $ 60 mn, leader in Ice-Cream.
• Increased numeric and weighted distribution by inducting new freezers in the market, lead this project from identifying need to sourcing and final execution, as a result of this the business is growing in double digit annually in KSA and Gulf regions.
• Developed merchandising standards and layout plan (planograms) for Modern trade and traditional trade.
• Initiated sales team competitions (series of star-wars) to create an environment of healthy competition and bringing out the best.
• Developed mechanism to track the assets by scanning them on the shop.
• Responsible for managing trade marketing budget by used for executing annual trade plan including trade promotions, distribution drives and visibility materials.
• Working on channel development initiatives particularly in OOH, launched Ice cream vending machines for the first time in KSA.
• Developed generic Posm as well as innovative mediums to advertise the products at POS.
• Position reported to trade marketing manager.
• Main responsibility was to monitor operational activities like:
- Market visits and getting first hand knowledge on competitor's activities.
-Improving the condition of assets by auditing shops for:
1. Merchandizing & Hygiene.
2. Position of freezer in the shop.
3. Regular supply of products.
4. Visibility by implementation of POSM.
5. Any other improvement area.
• Provided continuous guide and support to sales team on all above areas through on the job training.
• Worked with third party agencies for the development of POSM.
• Worked closely with supply chain to ensure the continuous flow of stocks (high sellers) to sales regions in high season.
• Position reported to Trade marketing manager Ice cream.
• Main responsibility was to develop trade plan including:
1. Forecasting of trade promotions.
2. New launches pipeline filling.
3. Managing stocks for discontinued products or price changes.
4. Providing pre/post trade offer analysis.
• Launched bakery channel activation plan to capture the high sales on the occasion of both EIDs. This resulted in 9% YOY growth for family pack business while other side of business was on decline.
• Received best performing category award in March 2011.
The position reported to branch manager Central region.
• Main responsibility was to achieve annual sales target in assigned zone by working closely with 3 distributors responsible for 45% of regional sales.
• Managed a team of 6 territory managers and twelve supervisors.
• Executed brand plans e.g. product launches, trade loyalty programs at area level.
• Provided double digit YOY growth on rural distributor by opening new routes in rural areas and the whole team including the distributor was recognized by Sales Director by awarding an expensive prize.
• Managed to achieve ever highest sales nationally in three days of EID, this happened by working with the team through out the holidays and celebrating the sales of each delivery van when it used to come back on the premises.
• Won the national sales competition "Pyrata" in 2009 by achieving highest distribution in two weeks.
• Did regular coaching sessions with Territory mangers, supervisors and sales men.
Position reported to National channel manager for mobiling in parallel reporting to branch manager.
• Was responsible for managing 21 stock point dealers and five territory managers in central region.
• The operation consisted of 210 trikes and hawkers that were covering 90% of urban areas and 10% of rural areas.
• Worked closely on a project (service charge) to upgrade the compensation package of hawkers as there was a huge issue of overcharging the prices from consumers.
• Took initiative of making event calendar in assigned area and captured many events for schools, Pak-India border opening ceremony and religious events and Sports fixtures.
• Managed trikes & freezers requirement by each stock point dealer and liased with workshop to keep assets in good working condition
The position reported to area manager.
• Managed a team of a supervisor, 10 order bookers and 10 delivery men.
• Main responsibility was to achieve sales target in assigned territory (1500 shops) and monitor sales kpis like:
-shops productivity
-time stamping
-sku service levels
-lines per call
• Won a national competition for best territory manager in making frontal merchandizing displays for tea sachets in traditional trade shops.
• Initiating the dedicated route for Blue band margarine in bakery channel. This resulted in unprecedented 500% growth and was recognized by brand team through certificate and printed T-shirt.
Achieved a GPA of 3.5, majors included Management and marketing
Graduated with majors in management and marketing