Sales Manager (Ambient & Frozen Divisions)
Saudi Dairy & Foodstuff Company (sadafco)
مجموع سنوات الخبرة :20 years, 10 أشهر
Directly reporting to Sales Director, leading cross functional team of 56, including 3 Sales Supervisors, 12 Van Salesmen, 5 Pre-Sellers, 6 merchandisers and providing operational excellence to accelerate growth across all categories and channels in Bahrain market and developing Annual Operations Plan (AOP).
Responsible to achieve numeric and weighted distribution targets for all categories including weekly, monthly and quarterly volume and value targets (UHT, Cheese, Other Cream, IMP, Tomato Paste & Ketchup, Snacks and Frozen categories) within sales and distribution budgets, time and policy parameters through efficient control of the distribution network and staff.
Responsible for developing Modern Trade, Traditional Trade, Food Services (HoReCa) and Wholesale Channels, and accountabilities include owning the Go To Market Strategy, capturing the market share, ensuring excellent distribution channel management while coordinating cross-functionally with the Trade Marketing, Finance, IT, Logistics and other functional.
Planning Route Development Strategy (RDS) to improve van average sales, taking corrective measures to develop underperforming routes and out-lets, devising right journey plans and monitoring the right drop size per customer.
Controlling and tracking of SADAFCO assets in the trade and ensuring that all SADAFCO assets are used properly.
Regularly tracking competitor's activities and countering them by designing the cost competitive trade schemes to improve Off-Take and to maintain and grow market share.
Responsible for defining and optimizing Total Trade Spend (TTS) strategy and allocating, defining and optimizing delegated Product Fixed Marketing Expense (PFME) strategy and allocation, annual budgets and investment, accountable for tracking and maintaining spending and ensuring optimum utilization of resources in the region.
Documentation and seeking prior approval of all trade expenses for audit purposes.
Monitoring, training & motivating the sales team and ensuring quality deliverables in the market.
Fixing the credit limits to the potential customers and ensuring that the entire overdue are collected from the credit customers as per the company policy.
Responsible for overall sales and distribution management in MT retail and OP. Responsible for yearly CDA negotiations, closing and executing perfectly. Maintaining a long term relationship with accounts and maximizing sales opportunities within them. Leading a team of 2 Account Development Supervisors, 1 merchandising officer, 5 CR’s and 14 Merchandisers. Handling the volume for 6 categories and 120 SKU. Analyzing the trade environment to identify business opportunities with assigned key accounts and Reporting to Market Development Manager.
Ensuring strong distribution reach, visibility and presence of all products as per the CDA in all accounts. Preparing and suggesting trade and consumer promotions to improve and maintain distribution, high visibility, presence and to generate consumer off-take to block the competitor and to improve market share.
Competition tracking and making proactive plans to counter the competitor activities.
Conducting weekly meetings and monthly meetings with the sales staff to review the present and ongoing performance and taking corrective steps to improve the market share and product reach.
Reviewing market analysis to determine customers need and volume potentiality’s, implementing sales strategy to achieve overall company goal.
Planning and devising business systems to ensure effective management of sales performance, sales forecast, order placements, inventory levels and stock rotations in compliance with pricing guidelines, distribution, trading terms and selling expenses budget.
Initiating and coordinating with finance, logistics, production, Q&C, IT and HR to have safe and smooth operations during the pick seasons and crises.
Closely monitoring the dues are collected from debtors in agreed duration.
Maximizing customer satisfaction level by on time delivery, monitoring customer complaints, providing efficient services. Handling customer grievances and resolving issues.
Responsible for the overall sales strategy of assigned area and routes, managing the sales team, developing a business plan covering sales, revenue, and expense controls, meeting agreed targets, and promoting the organization’s presence throughout the assigned territory.
Developing relationships with the customers in target markets for business development.
Analyzing the trade environment to identify business opportunities in assigned territory by conducting retail audits to ensure execution of retail objectives.
Constructing and implementing business plans for all customers that drive both distribution and volume of targeted SKU’s.
Sales forecasting, planning and ensuring that sales delivery is based on the forecasts by optimal utilization of all available resources ( Manpower, infrastructure, promotions etc., )
Continuously contributing to financial process excellence and monitoring closely that dues from the debtors are collected in agreed duration.
Generating daily and monthly status reports regarding the overall sales achievements and also competitor activities.
Fixing the credit limit and collection time limit to the customers on the basis of their business potentiality.
Meeting customer service expectation through regular communication, update of company sales and promotional activities to the key customers, problem resolution, appropriate follow up, accurate and timely response to customer complaints and comments and ensure that positive and friendly attitude has been exhibited in the assigned area.
Tracking inventory related Key Performance Indicators, such as stock availability, stock outs, low inventory, excess inventory and making key decisions about stock control.
Planning and devising business systems to ensure effective management of sales performance, sales forecast, order placements, inventory levels and stock rotations in compliance with pricing guidelines, distribution, trading terms and selling expenses budget.
Directly reporting to ASM with all areas of responsibilities.
Identifying potential incremental business opportunities and developing new business accounts and to service
the existing ones.
Managing and developing the company’s appointed distributors, exclusive dairy shops ensuring that they are achieving and exceeding the allotted sales budgets.
Assist the sales representatives in identifying and pursuing new business opportunities via expansion of the customer base, promotional activities, range extensions or merchandising changes.
Conducting field checks in outlets to determine the effectiveness of sales drive, display, distribution, progress of local and national promotions, competitor activity taking corrective actions where necessary.
Ensuring all existing and new company products receive the agreed distribution levels in each area.
reliable distributors / whole sellers for increasing market visibility.
Monitoring end-to-end process flows in order to ensure operational efficiency through distributors.
Appointing the new distributers in the region and training the distributer sales team.
Developing & expanding the distribution channel network to enhance product reach & business targets.
Developing company’s visibility plans in coordination with local Distributor’s management; and follow-up to achieve timely & effective implementation.
Maintain on-going market investigation to identify new opportunities & threats.
Making weekly visits to the trade to analyze finding, discussing with Distributor’s management how to take advantage of an opportunity and/or how to correct a negative situation; agree time frame, actions, and responsible persons, and follow-up to ensuring proper implementation.