Channel Development Manager
Tapal Tea Private Limited
Total years of experience :11 years, 7 Months
This is a national role, responsible for National Trade strategy for foods portfolio reporting to the regional MCO in Dubai.
• Achieved 28% annual growth in PUSH channel during 2016.
• Rolled out Perfect Store Program with new modalities and audit mechanisms ensuring better achievements
and improved performance tracking.
• Develop annual channel marketing plans aligned with the country’s objectives and working out their
execution plans.
• Development of tactical trade offers for monthly volume achievement keeping in mind consumer trends.
• Devise annual category plans for entire foods portfolio to ensure growth and other KPIs.
• Designing of POS and communication material for all the promotions to be executed.
• Work closely with Sales Team on channel specific long term loyalty programs and their execution in the
market.
• Led the 1st Joint Business Plan session with METRO’s central team to ensure alignment in business strategies, locked annual activity calendar product wise and other marketing initiatives that resulted in 29% growth.
• Leading the Food Safety agenda in Pakistan through online activations and Road Shows across Pakistan.
• Responsible for driving a distribution with an average monthly business of Rs.30 Million., managing team of 11 salesman ensuring volume achievement, distribution and other sales KPIs
• Achieved 100% target in all the months
• Improved Numeric distribution by 8% over the period of 8 months and over all brand productivity of DSRs.
• This is a national role which entails managing 16 regions nationwide in terms of retail initiatives, category growth and supervision of the trade end of brand launches
• Developing annual Trade Marketing Plan in line with the Sales Team in order to drive profitable volume growth.
• Managing National Key Accounts- Enhancing Visibility & Promotional activities for the brand portfolio.
• Development, designing and distribution of POS material to enhance in-store presence. Monitoring of POS deployment through regular market visits and recommending appropriate actions against competitor activities.
• Budget Maintenance & Reporting throughout the year to ensure there is no Over/Under spend.
• Responsible for national brand rollout of specific trade visibility initiatives in rural & urban markets, as well as year round maintenance of the articles (PPOSM) deployed.
• Establishing annual, region-wise trade category investment needs with the input from Regional Sales Manager and Marketing team.
• Working on channel specific trade and promotional programs that drive incremental growth.
• Negotiations and dealing with vendors on daily basis to meet the timelines and cost efficiency.
• Liaison between Sales & Marketing team to ensure the execution of all the brand launches, current and upcoming marketing campaigns.
• Hands on experience of working on SAP- responsible for budget reporting and other business operations on SAP.
Bachelors of Business Administration , Marketing: •Brand Management •Retail Management •Supply Chain Management •Sales Management