Shirantha De Silva

Creative and passionate FMCG sales and distribution / market executions expert with extensive experience in top multinationals over 20 years, Coca Cola - Zambia, Coca Cola SABCO, PepsiCo - Sri Lanka and regional conglomerates Asia and South Africa. Proven ability to deliver sustainable, measurable results across the organization during volatile market conditions.
Demonstrable track record of successfully identifying business trends, needs and opportunities. Acknowledged for ground braking efforts in transforming business development strategies in to reality management, ROI management and marketing execution management.
Fantastically result driven and quick in adapting to new environments. Expert in change management with in born high motivation and enthusiast fish philosophy.

Specialties,

> Channel & Market Development.
> Route to Market.
> Comprehensive Distribution Management.
> Setting up projects in new market territories.
> Merchandising Practices.
> Award Winning Sales Team Development.
> Networking & Persuasive Negotiations.
> Profit Centre Management.

LinkedIn Profile - Shirantha De Silva
( Passionate Sales & Market Execution Specialist )

Responsibilities,

a). Department head, manage the sourcing through supplier network.
b). Supervision of department administration functions.
c). Communication International buyers.

Responsibilities,

a). Business unit head for cooperate clients network
b). Handle trade promotions
c). Media promotions
d). Media presentations
e). Channel development initiatives.

Responsibilities

Provide necessary leadership and motivation to the field staff to drive volume through the distribution network.
Achieve the set levels of quarterly volume budgets. Monitor and follow up the coverage, set distribution frequencies and day target.
Control indirect expenses within the approved budgets. Monitor and evaluate the performances of sales force, depots and distributor staff. ROI management and POSM execution.
Recruitment of field staff and distributors in order to get required service. Ensure all field staff understand and provide level of service as per company standards.
Establish and follow up KPI performance.
Provide regular reports to the sales director covering the trade improvements and competitive developments.

Planning

Ensuring an update understanding of the market environment, physical, economical and trade structure.
Consumer needs, habits, political and government structure.
In keeping with company sales objectives, plan with the sales director, sales budgets for the state, based upon through understanding of past trends, current brand shears and competitor activities.
Plan together with regional managers, regional budget. Service of modern trade, hospitality channel and wholesalers. Execution of Route programs. Coverage and follow up the frequencies of retail operation.
Also the cooperate accounts, volume expectation monthly, annually.
Organize monthly field staff meetings to analyze strengths and weaknesses in the regions performances. Discuss market execution objectives and strategies to achieve budgets.

Responsibilities

Provide necessary leadership and motivation to the field staff to drive volume through the distribution network.
Achieve the set levels of quarterly volume budgets. Monitor and follow up the coverage, set distribution frequencies and day target.
Control indirect expenses within the approved budgets. Monitor and evaluate the performances of sales force, depots and distributor staff. ROI management and execution of POSM
Recruitment of field staff and distributors in order to get required service. Ensure all field staff understand and provide level of service as per company standards.
Establish and follow up KPI performance.
Provide regular reports to the sales director covering the trade improvements and competitive developments.

Responsibilities,

a). Responsible monthly / quarterly / annual budget.
b). Establish and follow ups KPI performance.
c). Accountable for distributors ROI
d). Managing Special events and cold drinks dispensing.
e). Execution of trade marketing promotions / POSM / discounts for key accounts.
f). Accountable for Numeric and Weighted distribution.

Responsibilities,

a). Selling through the range.
b). Plan Call
c). Use of POSM
d). Route Coverage.
e). Meet Day / Month budget.