Head of Henkel Bahrain / National Sales Manager
BMMI
Total years of experience :24 years, 4 Months
Overall responsibility is to develop the business of Bahrain and Implement the market strategy of Henkel’s Laundry & Home Care and Beauty Care’s business. by ensuring P&L objectives are met.
P&L responsibility, Ensures Gross profit margin is maintained for existing brands and new brands.
Reports to the Group Vice President -FMCG, BMMI Group.
Development of Trade Marketing initiatives and implementation of the same, as per the guidelines of the principals.
Ensures trade channels are managed effectively by implementing coverage plan and distribution strategy of the brands as per channel. Ensures operational efficiency is achieved.
Ensures Availability, Visibility & Sales fundamentals are achieved and market share is improved.
Manages sales forecasting and ensures optimum stock is held to meet the market demand.
Annual Budgeting & Planning
Team Management - in charge of Sales team & Merchandising team (Total 34 members)
In charge of recruitment, training and capability development of the team.
Major Achievement - (a) Achieved best distributor award for Bahrain for achieving highest sales growth (32% growth) among GCC countries for the year 2015. (b) Achieved two awards one for the best distributor award for achieving highest sales growth (26% growth in market where the growth is flat) among GCC countries for the year 2016 and second one for the highest growth for strategic brands for 2016.
Manage and enhance modern trade business of MARS in the Kingdom of Bahrain and reporting directly to the Country Head Bahrain, MARS Gcc Middle East and Group General Manager-FMCG, BMMI Bahrain.
Main responsibility is to develop the business by increasing the per capita consumption of Mars chocolates.
Responsible for top line and partially bottom line business. Modern trade contributes to 55% and amounts to BD XX million sales per annum.
Enhance MARS’s market share in the region and ensure that the brand maintains and grows its category share in the market.
Responsible for Forecasting, Year to go plan for the channel, Achieve the budgeted target.
Develop business by strategic planning and implement market strategies based on market plan, competitor activity reporting and prepare local promotions as per market needs.
Manages a team of 30 members. Responsible for recruitment & team’s capability development.
Sets Sales objectives for the channel and sales team.
Ensures Global strategies and Initiatives are implemented monthly.
Implement and maintain chocolate and DCD’s planograms.
Ensures operational cost is maintained as per budget, by ensuring optimum Head count, managing assets etc.
Enhance & improve profitability of the channel by utilizing optimal resources, recommending & fixing price to trade /PTT, deciding discount level for consumer promotions, managing market investments by ensuring optimum level of ROI is achieved.
Ensures Freshness cost is maintained as per target thereby reducing overall cost.
Liaise with the principal to ensure that products are available continuously and no OOS. For central activity plan etc.
Conducts business reviews with key accounts, Joint business planning /Calendar planning.
Major Achievement - (a) Was recognized with special incentive for breaking the record sales for the month of Dec 2013 (b) Managed the total business of MARS, without a Country Manager for nearly one year and closed the business with highest record growth.
Manage and enhance company’s business in three Countries - Bahrain, Kuwait and Qatar and reporting to Regional Head GCC based in Dubai. Also experienced in handling UAE market.
Strive to achieve regions sales volume & value target and ensure to maintain the profitability while managing the business worth above AED 24 million. ( AED 2.4 million/month) Responsible for primary and secondary sales. ( UAE Sales. AED 36 million)
Enhance Britannia’s market share in the region and ensure that the brand maintains and grows its category share in the market.
Implement corporate and brand strategy of assigned GCC regions.
Plan and implement planogram for various countries and make decision on sku rationalization etc.
Develop & sustain robust network of the distributor to ensure that the business growth is as per budget.
Monitor the distributors and guide them in implementing the company’s strategy and their growth are aligned with the strategy of Britannia.
Identify the opportunities in different trade channels and make necessary recommendations and strategy for developing the same.
Ensure the proper utilization of development funds for initiatives and different channels etc.
Manage & monitor the distributor to follow the planogram and ensure smooth merchandising in the market.
Make market visits to conduct market audit thereby ensuring that sufficient products are available.
Ensure that the distributor carries the right quantity of stock and they do not run out of stock at any point of time.
Develop the distributor’s capabilities by recommending strategies and training programs for the sales team.
Prepare yearly market plan for different trade channels across the region allotted.
Plan, design and implement initiatives based on the budget.
Develop calendar plans for key accounts across the region.
Coordinate with the production department in the regional office and to ensure that products are made available to the distributor as per forecast.
Liaise with various production plants in Dubai, Oman and India that produce different brands.
Coordinate with logistics department and ensure the products are shipped as per order and ensure that the distributors’ market plans are unaffected.
Coordinate with the finance department to ensure that the payments are made on time.
Verify and acknowledge debit notes issued by the distributor are on time so as to make it easy for reconciliation.
Major Achievement - (a) Increased the distribution of Britannia digestive biscuits across modern trade channel in Bahrain (b) Initiated and implemented Britannia wafers launch across UAE, with special creative execution in Dubai, Mall of Emirates and Khalidiya Mall, Abu Dhabi.
Developed and managed both the customers and the company’s business by efficiently implementing the sales building blocks and fundamentals set.
Ensured consistent contribution of the operations to achieve the volume and shelf share targets.
Successfully handled around 420 MSU (11million USD + ) annually for P&G’s Fabric & Home care brands like Tide, Ariel, Pampers etc. Also experienced in handling Health & Beauty brands like Pantene, Head & Shoulders, Vicks, and Olay & Gillette etc.
Effectively negotiated, formulated & implemented annual business agreements (KBD Programme), visibility agreements and JBP (Joint Business plan).
Executed & managed innovative strategies to develop the brands and to ensure brand performance and sales targets.
Maintained in-store fundamentals (Distribution, Pricing, and Shelving & Merchandising) and achieved market shares & sales targets.
Identified new opportunities that emerged at channel, with clear recommendations on how to tackle them and supported & accomplished creative initiatives on trade / consumer levels.
Expertise in handling Hypermarket chains Like Carrefour, Lulu & Geant.
Planned, designed & executed KBD promotions and events as per KBD guidelines of the brands.
Executed on an average of 17 global initiatives per month.
Ensured marketing and promotional activities are in compliance with corporate marketing strategies.
Planned, developed and managed sales campaigns, product launches and executed customized campaign & consumer promotion for key accounts.
Handled marketing budgets of different brands in the section and also handled budgets of agencies.
Developed customer business by implementing Category Management principles, providing category consultancy, improving profitability, suggesting purchase orders etc.
Involved in Shopper Marketing - SBVC: Shopper based value creation.
Reported to the top Management on Initiatives, budgets, major campaigns on a monthly & quarterly basis and on business volume on a weekly basis.
Conducted market research & provides competitor reports on monthly and quarterly basis.
Maintained customer Score cards.
Collaborated with Advertising agencies to deliver effective POS material, marketing communications, agencies supplying in store promoters.
Worked closely with Marketing & Sales support, merchandising team and logistics to ensure smooth operation and to achieve higher sales & better customer service.
Coordinated with supply planners thereby ensuring optimum products are made available.
Ensure payment collection is done as per policy while securing sales achievement.
Reviewed Quarterly & Monthly business and reported to the management.
Successfully managed Business development, Overall Account and Customer relationship management operations.
Strategized Sales & Marketing, Operations and general management plans to enhance the business and to meet corporate goals & objectives.
P&L Responsibility, Handled corporate communications.
Lead, managed and monitored Project Management team, Finance & Accounts team and Business development team.
Managed Raffle promotions for key accounts jointly with TOSHIBA for Tide Super Launch, Nov 2004 (Indexed at 134 vs. P6MA).
Successful in creative execution of Ariel Gold Launch, Aug 2004 (Indexed at 160 vs. P6MA).
Re-launched Pantene Pro v (Indexed at 190 vs. P6MA).
Managed raffle promotion jointly with SAMSUNG for key accounts. (Spend BD 2 and be a winner), Jun - Jul 2004 (Indexed at 132 vs. P6MA).
Involved successful implementation of Back 2 School promotions, Sep 2004(Indexed at 140 vs. P6MA).
Awarded Certificate of Excellence in Aug 2004 for exhibiting outstanding performance & for contributing to the highest ever business growth achievement for the company.
Launched Baby Solution Centre in Mar 2005, ‘which was jointly developed by Pampers & Megamart Group.
As a part of multifunction team involved in research, Planned & implemented the whole concept of Baby Solution Centre.
Consistently enhanced the Baby Mart’s business by 25% per month.
Involved in raffle promotion of Buy Tide &Win LG Washing Machines for Tide Initiative in Sep 2005 (Indexed at 145 Vs P6MA).
Awarded Certificate of Excellence from Clorox International Co., Dubai for winning the regional visibility competition held in May 2006.
Successfully organized Beauty Event, Jul - Aug 2006 (Indexed at 280 vs. P6MA).
Handled Raffle promotion with SAMSUNG - Indexed at 140 vs. P6MA for Ariel Initiative, Jul 2006.
Successfully organized Special Olympics Campaign in Oct 2006 (Indexed at 130 vs. P6MA).
Awarded Best Employee of the Year in 2006.