HEAD OF SALES & MARKETING
AAURA WLL
مجموع سنوات الخبرة :40 years, 6 أشهر
• Aaura service domain includes designing, advertising, branding, interiors, business management consultancy and facility management.
• Actively involved in introducing Thermal Insulation boards to building consultants and contractors.
• Interacting with interior decorators for developing micro thin stone veneer. This is an exclusive product from Italy.
Brand Portfolio: Distributors for United Biscuits, Bahlsens Biscuits, SUNTOP Juices, Volvic Water, Monster Energy drink, Heinz, Nestle Pet Food, General Mills, Mazola Oil, Lurpak, Pinar and L’Oréal.
HIGHLIGHTS:
• Lead all categories of market segmentation namely, Lower trade, Mid Trade, Key Accounts & Food services.
• The team comprised of 11 direct reporting division managers for Biscuit & Snacks / Beverages / Frozen / General products/ L’Oréal / Food services.
• Total team strength 175 comprising of, salesmen, van salesmen, merchandisers, Beauty advisors Food services logistics staff, sales co-ordinators and Division managers.
• Introduced new reporting systems & guidelines, easier to track and monitor daily sales for all the divisions.
• Successfully achieved 11% growth for the group in 2015. (T/O Dinars 18.6 Million)
ACTIVITIES:
• Rationalised the process for return goods from the market, (due to expiry and poor movement) which resulted in a drop of 0.5% from expenses (From earlier 2 % to 1.5 %).
• Reduced the order delivery time to the trade from 72 hours to 48 hours.
• Actively involved with the imports department for timely procurement of products, for distribution in the market, which resulted in fresh stocks reaching the customers.
• Regular review meetings with Principals to discuss Marketing spends vs Approved budgets, sales trends, issues in the market, launching of new range or extension of range. Spends were controlled as per approved budgets. Coordinate with principals to strictly comply with the organisation marketing strategy to achieve predefined top-line and bottom line sales figures.
• Revamped the van sales coverage from 11 vans to 19 vans, to have 85% coverage of the Lower trade markets.
• Led team for the Annual Business Plan with major key accounts like Lulu, Carrefour, Geant, Babasons, Heilli, Muntazah Markets, Nesto, Al Osra Markets, Rameez, Sultan Centre, Midway, Jawad, etc. Successfully got free additional primary displays in major markets thus saving on new spending’s.
• Finalise RAMADAN DISPLAY & SELLING IN plans with all major key accounts, for brands like Mcvities, Betty Crocker, Sunquick, Pinar, Lurpak, Al Karamah, Heinz Ketchup and Mayonnaise, Mazola Oil, Rice. No stocks were returned after the Ramadan period.
• Analyse monthly department budgeting and accounting reports to maintain expenditure controls
• Reduced accounts receivables for van sales from 90 days to 45 days.
• Regularly interact with the Logistics department for on time deliveries in the market.
FOOD SERVICES DEPT:
• Actively led the Food Service team for contracts with Jasmis chain of restaurant, Bahrain Airport Services, Al Abraj Restaurants, Al Azzam group, Gulf Hotel, Royal Palaces, Al Shaya group, etc.
• Introduced single serve sachets to Jasmis for Mayonnaise by Heinz. Successfully renewed contact for Single serve sachet for Heinz Ketchup with Jasmis.
• Revamped outlets geographically, to have optimum & timely coverage. Reached coverage of 627 Restaurants /Hotels. Also, identified 112 outlets for van coverage.
Brand Portfolio: KOHINOOR brand rice, Various variety of rice, viz Basmati, parboiled, biryani. VIRGINIAS sugar free biscuits and wafers, Canned foods (Tuna Fish), MOKATE Tea & Coffee.
• Capably handled sales & marketing activities to achieve a 40% growth for VIRGINIA’s products.
• Introduced Virginia’s brand in key accounts like LULU, CARREFOUR, DANUBE, AL SADHAN, NESTO, PANDA, AL OTHAIM, in Riyadh.
• Promoted Kohinoor Rice brand across Key accounts, resulting in a growth of 22% for 2012 vs 2011 and 24 % for period 2013 vs 2012.
• Administered all marketing activities in Retail, Modern trade, wholesale & Horeca sectors of Riyadh.
• Interacted with Principals to align marketing strategy, brand promotion, and distribution across various segments of Riyadh.
• Successfully launched global brands BERGEN Cookies and VOBRO Chocolates in Riyadh.
• Monitoring accounts receivables to bring them within 60 days.
Brand Portfolio: BOOM BOOM ENERGY DRINK, B-COLA
• Strengthened the fundamentals (Journey Cycle Plan) for Direct Distribution for Riyadh market.
• Devised a strategic Blueprint to cover aspects of distribution for smooth functioning of operations and availability of all products in the market.
• Led a team of 22 van sales to cover 4200 outlets in Riyadh.
• The entire direct distribution operation was on cash basis.
Brand Portfolio: GITS FOODS, MALABAR SPICES & HUNTER FOODS.
• Critically evaluated market scenarios and successfully introduced prominent Asian brands in modern trade segment of Riyadh and Dammam.
• Successfully launched the brands with Leading Key Accounts like Carrefour, Panda, Lulu, Nesto, Geant, Al Othaim.etc.
Brand Portfolio: RANI, VIMTO, BARBICAN, CADBURYS, LIPTON ICE TEA & WRIGLEY'S.
• Supervised all operation of the distribution of Rani Juice, fruit juice cordial VIMTO, BARBICAN Non-alcoholic beer, Cadbury Chocolates.
• Assessed local market conditions and identified current and prospective sales opportunities.
Owner
• Directed and controlled Franchisee of NESTLE INDIA, for the sales and distribution of Vending Machines for Tea, Coffee & Soups, in Mumbai, India.
• Looked after client identification, installation of Vending Machines & new outlet activation.
• Total 127 machines installed during this tenure.
Headed the North East Operations for Sales, Marketing, Production, Quality, Finance, and Logistics & HR for the Bottling unit based in Jorhat, Assam.
Brands : COCA-COLA, FANTA, LIMCA, THUMS-UP, MAZZA, SPRITE and KINLEY Soda
Plant up gradation for production of International brands at Jorhat, Assam.
Distributor appointment 47 nos.
Distribution expansion / Route coverage for optimum coverage (Dual Shift coverage)
Co-ordination and implementation of Marketing and promotional plans for the introduction of Coca-Cola products to various sectors across Riyadh.
Brands: COCA-COLA, FANTA and SPRITE.
Recipient of the Best Sales Supervisor Award for Highest sales achievement in the Riyadh region (124 %) and in controlling receivable to less than 60 days
Promotional activities for Baby Food for Health & Medical professionals across Medical Colleges and various medical clinics.
Recruitment and training of staff in the Dietetic & Sales Dept.
C&S operations in M.P. & Mumbai to cover states of Gujarat, Maharashtra and M.P.
Brands: NESCAFE, EVERYDAY Milk Powder, and MAGGI Culinary Range, LACTOGEN, CERELAC, and Nestle Chocolates.
Recipient of the Best Sales Supervisor Award for Highest Sales achievement in the sales contest.
Launched Maggi Culinary range, Chocolates, Everyday Milk Powder.
Bachelor of Science with Chemistry Honors.