Sales Manager
Philip Morris Internatioanl (TAG)
Total years of experience :20 years, 0 Months
Leading and coached 17 direct reports (Branch Sales Supervisors); oversaw 41 salesmen indirect reports across the West and South Region.
Handling the world top brands in tobacco Marlboro, L&M and Chesterfield along with new technology E-Cigarette IQOS and Heets.
Custodian of business 4, 320 “M” SAR and 432, 000 Cases annually.
Launched L&M Selection with less price successfully.
Great launch of IQOS ILUMA and TEREA RRS range.
• Handling the business of 1.7 M Cases (Rani, Vimto and Barbican) - 67.2M SAR (Annually) and drove consistent YTD growth of +13% for retail trade channel in Riyadh.
• Optimized all routes and convert in Spot Selling from the Pre-Sell model to make feasible the routes with less cost.
• Initiated the discount shops route to minimize the cash risk and increase the volume of 21, 000 cases per month on average.
• Led the trade loyalty program for MM and large grocery stores with a strong display in blocks within the category and branding the 200 shops in Riyadh.
• Business Development with a mandate to direct trade channel evolution and optimize sales operations, customer management, and in-store strategy and performance versus competition.
• Launched shop survey to grab maximum business opportunity within A-class shops.
• Increased MSL distribution from 36% to 72% in traditional trade.
Responsibilities/Accomplishments:
• Directed sales of retail Snacks.
• Routes optimization.
• Feasibility and viability of branches and retail routes.
• Looking the full portfolio of Snacks (Farfasha, Best and Instant Drink Smilee)
• Direct reported to CSMO.
• Leading and coached 15 direct reports (Branch Sales Managers); oversaw 23 Sales Supervisors and 70 salesmen indirect reports.
Major Achievements:
Leading the national sales teams to achieve sales targets and managing the retail business worth SAR 6.5 million monthly (Average).
Achieved 31% growth in value and 23% growth in cases in 2021 vs YAGO (Retail).
Increased 1, 400 Customers in coverage with new routes.
Instore execution and placement of new stands.
Convert on cash sales and 96% sales on cash.
Training programs for Supervisors in house and infield.
213 new racks placement nationally and increase the 20% business on rack placed outlets.
• Directed sales and wholesales team of the south region (Najran, Gizan and Khamis).
• Looking at the full portfolio of Snacks, Biscuits, Candies, Cake and Best Nuts.
• Direct reported to Director Sales.
• Led and coached 4 direct reports; oversaw 6 Sales Supervisors and 44 salesmen indirect reports
Major Achievements:
-Leading the south sales teams to achieve sales targets and managing the retail business worth SAR 7 million monthly.
-Achieved 26% growth in value and 22% growth in cases in 2020 vs YAGO (Retail)
-60% negative in WS due to COVID pandemic.
-Increased 22% more active customers’ vs YAGO in 2020 (LG & SG).
-Add more 8 new retail routes in the south for more business with better coverage and service.
-Implemented the sales buzz software.
-Revamp all the JPs and shops census of the total south region
Directed sales and trade marketing operations of Snacks and Candies in retail.
* Direct reported to CEO.
* Business growth and commercial excellence across 15 sites of across the KSA.
* Led and coached 18 direct reports; oversaw 56 indirect reports
* Budgeting and forecasting for the business growth.
* NPD input for new products.
* Market intelligence reports to make the strategies according to situation.
* Conducting formal in-house and in-field training of the sales team on sales KPIs, route management, time management, stock
management, risk management and objection handling.
Major Achievements:
Leading the nationwide sales teams to achieve sales targets and managing the retail business worth SAR 4.7 million
monthly.
Achieved 36% growth in value and 27% growth in cases in 2019 vs YAGO
Increased 17% more active customers’ vs YAGO in 2019 (LG & SG).
Implemented the load optimization strategy to ensure the 90% truck utilization.
Successfully increased the overall business by 29% as compared to the previous year
Proficiently developing business plan and sales strategy of assigned area on weekly and monthly basis. Authenticating and
developing territory call plans to qualify new and maintaining existing accounts to grow business. Motivating and managing entire
sales process - targeting chief prospects, classifying client solutions, negotiating and closing
Effectively maximizing sales performance through providing excellent customer experience, people management & cost control.
Coordinating with all sales advisors to penetrate new markets, participating in meetings for better market outcomes
Successfully planning, developing and executing channel specific regional trade-marketing activations with coordination of trade-
marketing. Looked after trade marketing plan & ATL activities for MT. Designing display drive to generate maximum brand pull.
Strictly implementing KPIs as per PepsiCo international standards
Major Achievements:
Successfully managing volume of 1.75 Million OMR (4.46 USD) per Annum
Achieved 16% growth in value and 21% growth in cases in 2016 vs YAGO
Increased 24% more active customers’ vs YAGO in 2016 (MT, MM, LG & SG)
Saved budget of the Trade Scheme by 28% in 2016 and achieved targets 104% YTD
Successfully launched Quakers portfolio (Cookies, Pasta, Soup and Oats) in February 2016
Productively developed DSR’s & distributors through “On the Job Coaching” by Work with Process to ensure ICM implementation.
Developed relationships with trade directly and through DSR’s, and leveraged these relationships to capitalize on business growth
opportunities and to achieve smooth execution of the area business plan
Effectively implemented distribution strategy and ensured required distribution infrastructure including human and mechanical
resources, ware house and proper premises. Identified strategic POS in each marketing channel, while ensuring they comply with
applicable marketing regulations and industry’s marketing standards. Communicated compensations and rewards to distributors
Efficaciously developed business acumen and interest of distributors to fulfill required business needs. Regularly updated all
relevant market data and information including retail dynamics, ECD and competitor intelligence to improve company's
understanding of trade to develop appropriate strategies and plans
Developed and implemented area business plans in line with business objectives of region. Ensured achievement of shipment
volumes, in market sales and other distribution related KPIs (Coverage, Hit rate and Call Frequency)