Regional Sales Manager
Medi-Sense Company Riyadh
مجموع سنوات الخبرة :8 years, 6 أشهر
Working as a Head of Sales & Trade Marketing, managing and developing Key Accounts in Saudi region & GCC-into different Categories, of Skin Care, Premium Skin Care and Makeup & sexual health. Managing Sephora Middle East, Wojooh-Faces, Whites, Boots and Al Nahdi as a Key customer apart from Saloon Channel and GT.
Apr. 2014 till Present Category Snr.Manager -Personal Care Sales & Tarde Activations- FMCG Division, at Al Nahdi (Retail) Jeddah, KSA. https://www.nahdi.sa/ (3 years)
• Managing Sales and Trade activities, nationally, for the categories of Men Care and Household & Hygiene which worth around SAR 200 MN.
• Sales Analysis per Category, per sub Category, per region, per segment per Brand, to monitoring the contribution and growth in volume and value to achieve and exceed targets.
• Developing Plano-gram internally and POS material with Suppliers, designing Brand activations and trade activities to increase Brand visibility to execute Category Commercial's & Marketing Strategy and increase Secondary Sales
• Designing promotions and evaluating later, post event analysis, like Promo Effectiveness, Promo affinity, ROI and segment /Brand Sales growth. Ensuring availability and visibility.
• Responsible for Developing Category Strategy & vision in line with commercial’s strategy and monitoring & deriving Sales, increasing & Securing Front Margins, ensuring availability derive Category growth.
• Responsible for Overall Category Management & Planning, assortment planning and distribution /market penetration of Products.
• Monitor, evaluate and analyze the Current Market situation and doing competitors' Analysis to grab Market opportunities and identify threats.
• Ensure execution of merchandising at the points of sales in line with the Commercial Strategy in order to influence the shopper’s choice in favor of directed Brands/ products.
• Initiate, share and discuss strategic issues externally with Brand owners (Suppliers) & Internally with cross functional teams-, Merchandise Planning, Marketing, Demand Inventory management Team, Shoppers marketing and operations team, related to Sales & distribution/Market Penetration in order to execute the formulated Strategy.
• Negotiate and finalize suppliers’ agreements related to Trade activities in the Categories, under my responsibility, along with Buying Team.
• Effectively build relationship with FMCG vendors/suppliers(P&G, Unilever, RB, Avalon Pharma and others)
• JBP with suppliers to achieve sales targets by synchronizing the Trade activities of suppliers and Al Nahdi for mutual business growth.
• Understand and analyse the market dynamics and carry out market analysis studies by keeping strong focus on Market dynamics/opportunities and Threats and constantly analyzing Market data to take apt action to increase the category’s market share in alignment with market growth, channel growth and EDE-Division- growth.
• Designing- consumers’ -national promotions, Pricing and Trade marketing activities to achieve the sales Targets and Category Objectives.
• Keep tracking the Stocks in Stores and WH and monitoring Stocks Turn to keep at optimum level at Outlets and in Warehouses.
Dec 2013 to Apr 2014 - Key Account Executives Sales & Execution-Unilever Division-Modern Trade at Unilever-Binzagr Co.KSA
• Managing Sales & Execution for Key accounts for the full portfolio of Unilever Arabia which includes, Personal Care, Home Care, Beverages and Foods categories of Unilever Arabia.
• Managing 95 % plus availability and visibility of 600 Plus SKUs across the HPC portfolio in the GCC biggest market handling the biggest retail chain, Key customer, Panda, in Riyadh.
• Implementing Planogram to create an Impact and generate Primary sales.
• Maintaining shelf standards as per Unilever’s Guidelines.
• Retail Stores Audits for Perfect stores compliance to ensure the maximum profitability in each category.
• Concluding reports for ensuring the Key value Items, top 260 and Top 75 SKUs to generate MAXIMUM REPLINISHMENT SALES.
• Ensuring the liquidation of stock to avoid operational & administrative issues at out lets across the modern Trade accounts, under my supervision, to generate sleek sales in volume and Value.
Oct 2012 to Dec 2013¬- Key Account Executives Sales & Execution -Food Division-Modern Trade at Binzagr Co. Riyadh, KSA
• Was Managing 100 MN SAR, which is 55 % of total APU sales, Revenues for the top Trade Chain of GCC PANDA (APU-DC) in Riyadh (Business HUB)
• Handled 10 to 12 MN SAR business- Turn over- per month by managing the sales for Panda DC
• Handling the world’s top Brands 350 plus SKUs and 19 Principles in modern Trade including Heinz Ketchup, Mayo, baby foods, Farley, and Frozen category Wattles.
• Strategic Sales planning and execution driving Category growth and to deliver beyond, set sales targets and plans.
• Managed the Kingdom’s biggest Primary and secondary branded displays for free in the following categories Beverages-Sun quick-Coro and Chocolates- Tiffany-Break.
• Ensuring B.I.C execution across the Modern trade, in my, area of responsibilities, Territory.
• Synchronized Marketing strategies with Sales to Create Pull, of Principles, in Trade by effectively launching and re launching various new brands and inducing new categories in modern Trade.
Achievements
• Successfully completed the Tiffany Project assigned by the Line manager and the Top management-sold 1350 cases of Tiffany, worth around SAR 250, 000 in 13 days(9 business-working days )
• Increased sales 10 times for Tiffany Break Chocolate in APU Ryd.
• Managed Branded displays with POSM, on the relationship basis-on store level for various brands Like Hershey’s, Tiffany, Kellogg’s Cereal Bars and Sun quick drink.
• Established and introduce new Trade Practices in Trade Marketing-APU
• All my accounts notified 110% growth in sales in all Principles.
• Process driven, to drive consistency with detailed planning with strong follow up
Managed multiple Categories and Brands in Food and Non Food categories.
Project: Consultant Unilever Pakistan Sep 2011-July 2012 - Designing 360 degree marketing campaign for Lipton tea Bags & Market Research - sample size of 300 Respondents ( 1 Year )
Teabags, the most profitable format, contribute just 1% in total tea category volume. Lipton Teabags have 75% share in the Tea bag segment. But the segment itself is very small currently. It is imperative to drive in home penetration of Lipton Teabags to enhance business growth. Tea bags are consumed out of home (at Schools, Colleges, Airports, and Hospital & Picnics etc). The focus is to drive consumers to consume it at home as well. Hence in home conversion and consumption is the target Lipton team needs to achieve.
Task at hand was to devise a marketing plan to tackle the above stated business problem in Pakistan. The idea should lead to minimal alienation of loose tea as this is a huge market that Unilever also caters to.
Deliverables
• Proposed the new TVC concept, after analysis of Lipton’s Previous Advertising strategies
• Reviewed and endorsed Campaign Tag Line- “My sip of inspiration” for Lipton tea bags
• Modified the Radio Promotion concept and identified targeted segment tuned -in time domains
• In Store Visibility Plan after visiting and analyzing the current practices at Retail out lets
• Strategies to effectively target customers via viral marketing (through Search Engine Optimization/ Pay-per-click).
• Packaging Innovation & new SKU development.
• On-ground Activation-Brand Activation, through unique practices, other than the traditional ones
July 2009 - January 2011: Al-Abbas Group of Industries (3 Years)
Job Title: Assistant Manager
Job Responsibilities:
• Managing operations of 2000 Ton/day Cement Plant
• Production and Inbound logistics planning to maximize the throughput by optimizing the process variables and resources
• Managing the sleek supply of Raw material and co-ordination with head office
• Risk assessment and preventive Maintenance
• Alternate Fuel Injection system -Design and commissioned the Alternate fuel energy at Cement plant
• Section Head Lm -32 Modern & the latest Grinding technology in Pakistan
July 2008- July 2009: Al-Abbas Group of Industries
Job Title: Trainee Engineer
Job Responsibilities
• Plant orientation
• Training for Controlling Process variables
• Logistics support & supply chain
June 2007- July 2007: 6 week’s internship at Pakistan Steel Mills- In -Plant Training
• (Oxygen plant, coke oven batteries, water- chemical treatment plant and steel making department)
Elective Courses in MBA
Brand Management, Sales Management, Consumer Behavior, Advance & Applied Business Research, Industrial Marketing, Strategic Marketing, Supply Chain Management, International Marketing, Project Evaluation