Sunil Krishna Nistala

BRANDS:Majestic, Lorena, Al Taghziah, FBC Drinks, ABC Noodles, Walters, Bonita, Amazon (Sugar, Vinegar, Basmati Rice, Sauce, Canned Food, Chocolates, SF Oil, Beverages, Bakery)
Performance Monitoring&Reporting:PAN UAE-Handle 14 Brands/sales performance metrics to identify opportunities for growth or areas of improvement, providing insights & plans within MT, TT, Van Sales &Whole Sale.
Budget Management:Implement corrective actions to address performance gaps & manage sales outcome from 2M to 2.6M per month in the year 2024 & 10% incremental sales growth in the year 2025 & forecasted 8% growth for 2026.
Lead Sales/Merchandiser Team of identify required programs to sales force, while ensuring effectiveness for relevant teams.
Ensure compliance with company policies, industry regulations&in product availability, planogram compliance& promo executions.
Collaborate with other departments such as marketing, finance, and supply chain to ensure alignment & support for sales initiatives.
Sales Strategy &Planning:Develop&implement effective sales strategies to translate shopper & market data into actions.
Analyse market trends, customer behaviours&monitor/coach KAM team for strategic growth & on shopper focused Initiatives.
Team Leadership&Management:Lead, inspire&manage sales team of 43 while ensuring the achievement of individual KPI&team targets.
Develop sales team to faster a culture of promoting from within & contribute to the organization's succession planning to execute 4P by account with ROI mindset.
Category Planning & Brand Activation: Closely work on ATL /BTL with activation team, aligning on trade spending budgets to ensure funds are well optimized&spent to accelerate growth.(SS, KAM, SE&MER).
Leverage Brand/category revenue growth management plans, to ensure organic growth, improve & deliver on availability&shelf execution.
CRM:Build & maintain relationships with key account customers, distributors & retail partners. Negotiate BDA, visibility, activations within budgets.

BRANDS:Tasty Foods, Ajmi, Happy, Kozikodens, Kelloggs
Sales Analysis: Developed brand / Category Sales plans that fit the customer
objectives in order to maximize Customer Satisfaction / Sales from AED 50M
to 55M with 10% increase for the year 2022.
Planned new sales strategies to achieve 57M business with 15% increment for
the year 2023 & 60M Target for the year 2024.
Category Planning: Analysed 800 active SKUs / brand sales data & market
share trends by channel to come up with conclusions & insights of
(Sales, Demand, Sell-Out, Stock) managed ATL / BTL activities & planned
Private Label & executed the necessary campaigns, trade marketing, new
product launch, in store activities, POS, merchandising, negotiation /
suggested promotions by channel within untapped markets within (MT & TT).
Demand Planning: RTM / distribution plans are clearly communicated with
Sales & Merchandiser team to achieve targets(revenue growth & profitability)
and forecast demand plans & avoid stock outs and overstocking.
Team Management: PAN UAE - Handled large Team of 100 (KAM, BDM,
ASM, SS, SE & MER) are provided with all the necessary brand knowledge,
information, and other necessary tools to help them deliver the desired in
market execution.
Profitability Management: Responsible for P&L, inventory Management /SOP to plan Category Branding,
Promotions / Events & manage incremental business of 70M & make the team achieve their KPIs.
Managed Trade marketing / category sales team for launching effective trade / consumer promotion within
FMCG Food (Spice Powders, Pulses, Dry Spices, Grain Flour, Nuts, Indian Savouries, Jam, Noodles, Rice)
Categories.

Distribution & Planning: Created & defined route plans, follow and improve service / distribution activities
through merchandisers / Sales Team to achieve their set targets & monitor their KPIs.
Handled Top Tier A class Hypermarkets groups as Carrefour, Spinneys, Emirates Coop, Union Coop, Lulu,
Nesto, Sharjah Coop, Ajman Coop & B class Hypermarkets & Traditional Trade markets within UAE.
Team Management: Ensured that the Van Sales, Modern Trade Sales Team / Merchandisers team are
provided with all the necessary brand knowledge, information, and other necessary tools to help them
deliver the desired in market execution.
Category & Consumer Shoppers Understanding: Monitored the dynamics of the brands category through
conducting field visits and requesting data from the field to ensure in-store execution of activities meet sales
plan & brand strategy. (Competitors, pricing, range, activities, promotions etc.) Handle 34 Normal SKUs and
84 promotional SKUs. Developed & Managed Private Label within TT FMCG.
Sales Management: PAN UAE -Managed Annual budgets & SOP / payment terms, pricing, activities and other
trading terms through joint business plan in order to maximize the companys sales from AED 1.2M to 1.6M
with 33.3% increase within 3 months.

• Category Management: Handled 7 Categories within Brands Oasis Water 5G, PET & Lacnor Milk / Juices, Blu
Sparkling Water, Dispensers, Plastic Cups with 88 SKUs & had promoted sales volume / value opportunities
increment by from 4.03M to 4.20 by 5% for year (2016-2017) & 4.20M to 4.53M by 7% Increment Sales YoY
(2017-2018) & 4.53M to 4.89 by 8% Increment Sales for YoY (2018-2019).
• End-to-End Marketing: Force recommended to implement a new idea of FREE WATER DISPENSER with
coupons to small commercial / residential customer in the year 2017 which increased Oasis water Sales
within company by 5% within entire UAE in short span.
• Distribution Operations: Administered the Van sales team of 25, Pre-sellers towards consistent achievement
of 100% sales volume against targets. Effectively handled groceries, supermarkets, hotels, restaurants, home
& offices.
• Key Account Management: Handled Emirates Global Aluminium (EGA), Etihad Airways, ADNOC, Carrefour
& Lulu Group, National Catering Company, Hyundai Engineering, ADAC, AD Ports Group, Aldar Group,
FAB, ADCB, as Key Account Customers.

Handled manufacturing sales through distributors & branches of $1.2m every month for the largest produced
roofing sheets and increased sales by 25% within the first year by designing a consumer satisfaction survey to
improve product promotion.
Directed development of business-to-business, Local Store Marketing (LSM) programs/distributor management
increased the new product, steel pipes sale from start-up to $ 3.18m per month in 17 months.

Handled vendors/distributors, thorough understanding of local markets had contributed to increasing sales
revenue from start up to $181m per month within 21 months.