Head of Commercial & Marketing @ Palm Convenient Stores
SASCO
Total years of experience :21 years, 8 Months
• Provide the overall direction and management of the Division
• Ensure strategic and business plans are in place and monitored
• Ensure the organization complies with company law and other relevant legislation
• Monitor financial performance and make sure the organization remains profitable
• Manage risks to the organization
• Ensure the organization’s policies and procedures are followed
• Provide leadership and motivation for employees
Achievements:
1. Planned and implemented the restructuring of the Commercial and Marketing divisions, by setting the human, operational, commercial and financial foundations for Palm company
2. Increasing the turnover by 30% annually in the last two years, being part of the turnaround plan for the company
3. Increase by 125% the net profit of the company in 2014
4. Rolling out a new Convenient Concept by introducing communication center and Re-invent the coffee area.
5. Implement, Product Development, Supplier management, Ranging Merchandising, Product Procurement and supply.
• Responsible for achievement of customers sales volumes, OG and RIG targets by category.
• Developed customer specific business plans in alignment with key customers « Al Nahdi, DAWA, Bait Al Saha United….. » and ensure that plans are properly executed.
• Monitored customer business performance and jointly develop action plans to accelerate growth or to address any shortfalls.
• Define with the Head of Distributor division a strategic direction for Pharmacy Key Account customers
• Maximize the visibility of the Nestlé products within the channel/ customer, balancing customer priorities with category objectives.
• In co-ordination with CCSD I developed a customer specific tailor-made promotions in line with the category objectives and Business development needs.
• Forecast Sales by Key Customers, identify gaps and propose action to overcome them.
• Constantly work to improve the return on investment through the management of financial performance of Key Account Customers utilizing CCS and SPPE as business management tools
• Gathered & report customer trends, needs and competitor information
• Effectiently manage, lead and control direct rerports to maximize performance and enhance teamwork
• Effectively develop and manage long term customer relationships
• Developed and keep up to date Customer Profiles/Fact Books
• Accountable and responsible to coach his teams and identifying their training and development needs
Achievements:
► Achieve Sales and visibility targets by Category for the main Key Accounts « AlNahdi & DAWA »
► Developed, negotiated and implemented effective Customer plans Yearly BDA.
► Optimized investment by increasing sales 30 % Vs previous year through effective execution, Improved customer service level & relationship
• Responsible for achievement of customers sales volumes, OG and RIG targets by category.
• Developed customer specific business plans in alignment with key customers « Al Nahdi, DAWA, Bait Al Saha United….. » and ensure that plans are properly executed.
• Monitored customer business performance and jointly develop action plans to accelerate growth or to address any shortfalls.
• Define with the Head of Distributor division a strategic direction for Pharmacy Key Account customers
• Maximize the visibility of the Nestlé products within the channel/ customer, balancing customer priorities with category objectives.
• In co-ordination with CCSD I developed a customer specific tailor-made promotions in line with the category objectives and Business development needs.
• Forecast Sales by Key Customers, identify gaps and propose action to overcome them.
• Constantly work to improve the return on investment through the management of financial performance of Key Account Customers utilizing CCS and SPPE as business management tools
• Gathered & report customer trends, needs and competitor information
• Effectiently manage, lead and control direct rerports to maximize performance and enhance teamwork
• Effectively develop and manage long term customer relationships
• Developed and keep up to date Customer Profiles/Fact Books
• Accountable and responsible to coach his teams and identifying their training and development needs
Achievements:
► Achieve Sales and visibility targets by Category for the main Key Accounts « AlNahdi & DAWA »
► Developed, negotiated and implemented effective Customer plans Yearly BDA.
► Optimized investment by increasing sales 30 % Vs previous year through effective execution, Improved customer service level & relationship
• Worked closely with senior management to develop the Annual Business Plan (ABP).
• Managed sales turnover of around SR66 Millions within 3 different modern trade sectors, Supermarkets, Pharmacies.
• Ensured implementation and adherence to all elements of category channel strategy in modern Trade
• Developed and implement score card by categories and at brand level within Modern trade and ensure corrective action.
• Set performance indicators for the sales team to achieve growth in terms of sales volume, availability and share of shelf.
• Managed and Lead Sales team of 12 sales supervisors and 25 merchandisers to develop and execute accounts specific business plans.
• Evaluate critically present and proposed Panda store locations
• Provide key issues in store location, store layout and store design
• Evaluate the effectiveness of Panda store design
• Understand and appreciate how store design interacts with marketing and operational factors within Panda strategy.
• Responsible for visualisation of concepts, departmental layouts/ adjacencies, fixture layouts and schedules.
• Provide briefs, obtaining quotes, co-ordination of activities and managing budgets and deadlines.
Responsible for planning, developing and overseeing the implementation of all of our new stores and refits both for “Super and Hypermarket.” *Develop and evolve fixture systems to keep abreast of developments in the range and with Panda display and selling strategies. Accountable for defining and agreeing the development and implementation of Panda store concept projects.
: Managing Grocery Non Food category (160 mils - 5, 000 SKUs)
• Category Sales & Margin: Definition of yearly & monthly sales & other income objectives, per store format and product class, managing purchases, monitoring sales, margin, and other incomes.
• Promotions: Negotiation, planning of national events.
• Trading Terms: Negotiation for a portfolio of 30 vendors, such as Procter& Gamble, Unilever, Henkel…
• Supply Chain: monitoring of stock levels and product availability.
• Private Label: People Management & Training: coaching and development of Category Buyer.
2002 to 2004 PANDA Hypermarket-KSA (Retail Industry)
Hyper Market General Manager:($ 75milions turn over 9500sqm selling area, 400 employees)
• Monitored day to day operations in a very large store while working hand in hand with several category product managers in order to achieve superior results.
• Ensured correct application of merchandise plan/ layouts .
• Managed trained and developed the team by carrying out performance appraisals and identifying potential employees within the team.
• Ensured the respect of the quality standards in the store.
• Established a strong coordination with both the staff and the District Manager so he is able to solve any upcoming problems using adequate solutions.
• Follow up economic indicators on a daily basis (margins, turnover…), guarantees the achievement of investments according to the budget and reports to the Management accordingly.
• Monitored the competition in order to anticipate and organize store management evolutions.
• Coordinated with the support functions (HR, IT, Finance, …) in order to improve the services provided.
• Revaluated constantly an action plan by establishing a SWOT analysis and taking proper decisions.
It's is a Distance Learning MBA programm in Retail studies in which I passed 5 mobules with a graded B I till have 5 other mobules to complete + dissertattion .