Shahriar Raeisi

• Handle strategic management and planning while initiating and driving Sales & Marketing programs
• Design and restricting Sales organization
• Develop Annual Operating Plan
• Support Marketing team to develop and implement annual plans and activities
• Maximize sales effectiveness by leading a team of locally based sales managers and a distributor network
• Build a successful and winning team, hire and developSales managers and distributor Sales managers
• Develop and execute Route to Market strategy - Hybrid distribution model in Tier1 cities
• Develop Job Description for all levels in Sales organization
• Launch Performance Development Process for 1st time in company
• Expand distributor channels for under penetrated territories - Out of Home project in Tehran
• Develop and plan Trade Marketing activities in Retail channel to support Sales team by increasing off-take and increase consumers’ share of throat
• Plan and implement distribution drive activities by developing incentive schemes for all distributors
• Grow distributor capabilities through consultative partnership
• Prepare and administer annual budget for sales department
• Identify, hire, and coach/develop top sales and distribution management talents
• Identify opportunities, propose changes, and recommend solutions for service improvement of new operations - 50M USD investment plan in 2 years
• Institute requirements for national programs for Trade Marketing activities
• Re-define and implement price strategy in distribution and retail layers to maximize sales and distribution performance
• Introduce and implement monthly demand plan meetings with other departments

• Responsible for Pepsi business development and growth through company’s Franchisees(bottlers)
• Focused on building bottlers organization, coupled with constant market intelligence gathering have enabled the bottlers to build Pepsi business
• Established a very solid, healthy and balanced working relationship with all bottlers organization at all levels, from the owners/MD to the senior executives, to the Sales Reps and Supervisors
• Developed 3 Year plan for LRB for Iran market (CSD, Water and NCB)
• Developed and successfully implemented the right business KPI (Business Performance Agreement)with bottler for the next five years, resulted in 45% growth within the Franchise territory in first year
• Developed and implemented pre-sell system for all bottlers
• Successfully Coached and developed bottlers’ sales team (on the job/ off the job training)
• Business Strategy Development and alignment process with all Bottlers (AOP)
• Developed and implemented Merchandising Strategy for Cold infrastructure in Tehran and Shiraz markets (Premium markets)
• Full responsibility of new brands and flavors launches in country(TM registration, Beverages’ documents, Concentrate order), also designed and communicated launch plans with Sales Directors.
• Conducted monthly/ Ad-Hoc review meetings with sales, Operations and SC team and implemented proper demand planning process
• Conducted regular market visits across the country in order to assess and evaluate Pepsi performance vs. competitions, i.e. Availability, visibility, market share, price compliance, merchandising and coolers’ integrity, Trade offers, Sales team performance, and quality issues. Submitted reports to BU, communicated feedback with sales team for action.
• Identified and negotiated with key accounts (like Hyper markets and Eateries), designed and introduced annual plans
• Achieved +45% annual growth in volume (Year 2011) - CSD and water
• Identified business opportunities, liaised with bottlers to invest and produce new flavors and packages, i.e.launch of Pepsi Max, Mirinda flavors, PET 2.25L, resize single serve packages, take innovations such as: cluster cartoon package of Can package (6 pack concept), LE labels for Norooz and Ramadan

• Responsible for growing business in North West and South territory (10 provinces) through implementing Trade Marketing, Sales & distribution initiatives and activities in Retail and WS channels by leading TM team
• Developed and implemented TM&D strategy and action plans aiming indirect customers channel.
• Main link between Distributor(s), Wholesalers and BAT with regards to strategic & operational activities aligned to companys Marketing Plan
• Developed and executed Regional Trade Marketing and Distribution plans which meet brand, volume and profit objectives for each trade channel through the most effective and efficient utilization of budgets and manpower in order to achieve National Trade Marketing and Distribution objectives
• Developed and aligned Marketing and distribution strategies with internal & external stakeholders to achieve company full potential objectives, in secondary supply chain and designated region
• Successfully implemented coverage expansion in Tier 1&2 cities in wholesale & retail channels(12, 000+ retail outlets in West region/ 1650 wholesale outlets nationwide)
• Developed 3 year distributor’s business plan
• Actively participated in monthly demand planning meetings
• Planned and executed field activities in monthly cycle planning meetings
• Talent recruitment, training and succession planning
• Designed, facilitated Training and Education programs
• Developed Trade support programs
• Managed wholesale and retail channels in North, West and South of Iran
• Managed secondary supply chain via distributor & sub- distributors
• Designed and implemented distribution drive activity (Biker project)
• Dominated visibility by shelf allocation in Retail and WS channels
• Gained annual market share in all channels
• Successfully participated in launch of Global Drive Brands