Head Of Sales
Atlas Safety Products Trading
مجموع سنوات الخبرة :20 years, 7 أشهر
• 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
• Led Key Accounts, Sales & Trade Marketing management team to develop and execute of the business plans. My primary objective was to drive volume and market share across all channels and support execution of the company’s initiatives.
• Closely worked with Sales management team across all territories to define Trade Marketing initiatives and execution in order to achieve annual objectives of the group, manage team’s productivity with facilitating and implementing best practice tools.
• Planned and Implemented Sales Best Practice tool process for Sales team (Territory University), Sales on-boarding
• 50% Distribution expansion across uncovered cities, setup Sales organization, i.e. Sales office, Sales depot, Trucks, Resource
• Effectively managedSales operation P&L, i.e. significantly reduced Trades outstanding, discounts and allowances, Coolers management, Trucks management resulted in +200, 000USD net profit
• Developed Sales Annual Operating Plan process by defining Pull / Push/ Capability Tactics, i.e. Shop sign concept in South region, coverage plans, Headcount, Org structure, promotion mechanics and details, coolers penetration, consumer engagements programs (robust equity)
• Planed and successfully launched Mirinda Lemon and Non-Returnable Glass bottle for the first time in market
• Assigned tools and processes to track and evaluate sales force performance via Handheld devices, established Audit team, GPS installation on trucks
• Set KPI’s and SMART objectives for Sales teams, incentivize performers (Salesman of month, sales commission)
• Restructured Sales organization, convinced company’s board to implement competitive compensation package for Sales force
• Designed and implemented efficient “Information System” to track daily sales and KPIs and linked with monthly compensation of sales team
• Setup Exclusive team to cover Fast-foods and restaurants for add value service, also negotiate and sign CDA with competitionexclusive accounts
• Developed smart and tailored promo plans in chain stores
• Coached and developed mid-management team
• Developed Merchandising guideline for coolers
• +30% growth of volume in 2012 versus a year ago
• Dominated sales of carbonated soft drink (volume and facing share) in key chain stores, i.e. highest sales in Hyperstar account in 2012 between all FMCG companies
• Identified business opportunities in market and obtainedcompany’s board approval, aligned with other functions and management team to plan and start projects, i.e. NRB (non returnable bottle - Glass), new Sales information system, non carbonated beverages (NCB)
• Main contact among group and PepsiCo and Regional agency for relevant projects, i.e. migrate labels, reporting, concentrate inventory level, and quality/operation
• Managed Audit team in order to capture sales team performance, evaluate Pepsi presence in market versus KPI's, monitor competitors activities in market, present to Board of Directors.
• My second responsibility was to setup and implement productive and efficient process for 3 operating plants and manage annual budget of EU +20 million to Supply high tickets items through the external suppliers, such as all verity of beverages Concentrate, Aluminum Cans and Cold infrastructure.
Out sourced through international suppliers and procure new filling lines, molds, change parts, aluminum Can, closures and coolers, glass bottles, etc.
• 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 company's 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
• Planed, developed and facilitated Marketing strategies and brand plans into the most practical, effective and efficient annual/ monthly trade activities in order to influence the buying decision of consumers in favor of all BAT brands at Point of Purchase.
• Carried out Cycle (monthly) Targeting and Prepared the Cycle instruction for the entire Sales & Marketing team, so as to ensure Brand driven Cycle objectives are integrated with the Trade Marketing Coverage and Cycle activities are synchronized nationally.
• Presented evaluation reports for the cycle activities and major Trade Marketing initiatives (qualified and quantified), to find out successes, failures, shortfalls and learning, also impact on the business, to use them for next plans or activities .
• Facilitated proper allocation of resources for both Cycle and other Consumer and Trade Promotion Activities among Regional Teams and to facilitate that these are disbursed & settled in due time
• Negotiated and managed Key Accounts to implement Strategic Trade plans, i.e. Carrefour, IK International Airport, Super Quality retail outlets .
• Fully in charged in developing and processing of POSM/ In Store Furniture units to deploy in market
• Managed TM& Distribution team in Tabriz, and most premium territory in North of Tehran
• Territory and Route planning (Trade coverage plan, Territories setup)
• Executed monthly TM activities in Wholesale and Retail channels, quickly reacting against competitive threats
• Achieved company’s objectives in designated Areas, i.e. Availability (out of stock), volume and market share, coverage, visibility, Price control, stock freshness, Merchandising objectives
• Motivated, trained (On-the Job and Off-the-Job) and developed Sales and Marketing team to ensure that Trade & Brand Objectives are achieved through the application of a highly professional trade approach.
• Managed and led Sales Reps/ Supervisor effectively to ensure that key Sales & Distribution objectives are achieved, also volume and share, availability and visibility are maximized .
• Successful launches of strategic brands in Retail and Wholesale channel .
• Led Direct Store Sales project (pilot phase) by implementing Hybrid distribution model in Tehran market
Industrial Engineering
