Marketing Services & Merchandising Team Manager
Sana'a Beverages & Industries Company, Ltd.
Total years of experience :16 years, 10 Months
•Covering the market segment of SM, MM, and Direct distribution channels.
•Lead 8 teams of two members to cover 32 Sub routes a week, reaching over 1000 outlet .
•Develop the proper forms as per the core distribution of each segment.
•Implement the company display standards at the point of purchase for each segment.
•Daily report on the opportunities found.
•Field visits to follow up the executions of the set plans against the opportunities found.
•Random checks on the accuracy of the provided reports.
•Coordinating between Yemen trade requirements and the marketing agency as per corporate guidelines.
•Following up the marketing agency on completing the trade requirements.
•Allocating the proper POS materials for the right segment of each territory.
•Actively participating in the preparations for the briefings of new launches.
•Introduction of the locally produced 355ml cans to the market.
•Follow up the field implementation of the marketing campaigns.
•Develop & provide the right forms for the sales management to follow up the set goals.
•Follow and report on the implementation plans of newly launched products.
•Ensuring timely payments to suppliers.
•Developing the procedures for the sales team to raise the marketing requirements for the trade.
•Sponsorship of several high school and university graduations ceremonies.
•Monthly report on the achievements of set activities.
•Basic distribution concept to cover small shops in crowded areas.
•Managing a team of 4 sales supervisors and 12 account developers.
•Main role is to manage & lead indirect distribution inside Sana’a city through 24 distributor.
•Assigning territories to each team to follow up the standard of execution in 24 territories.
•Leading the teams to cover the targeted number of outlets.
•Field visit to follow up the market executions.
•Weekly and monthly review on achievements against target and previous periods.
•Developing distribution standards and operating procedures to each distributor to measure the performance accordingly.
•Weekly and monthly review on achievements against targets and previous periods.
•Identifying untapped areas for new customers, outside the city.
•Developing the current areas with existing customers by assigning supervisor.
•Developing the proper procedures for product loading and delivery.
•Managing timely delivery of the product to the customers and as per available stock.
•Weekly field visit to the areas.
•Introduction to the locally produced 330ml cans and 300ml pet PACKs to the market.
•Developing proper forms for product allocations to customers.
•Utilizing the current sales members in the supervisory position.
•Restructuring the branches Territories.
•Main focus were the whole sale channel in both regions (Sanaá & Aden).
•Implementing the yearly sales budget.
•Perpetration of next year operation plan.
•Monitoring the accounts receivable per branch and customer.
•Reviewing the pricing structure per product and against competition.
•Aiming to improve the company profitability, and volume growth.
•Setting the sales target per area, channel and in line with the sales trend.
•Coordinating between suppliers, customers, and logistics for stock management.
•Restructuring the sales force according to the required coverage, and available employees.
•Reviewing the monthly forecast inline with targets, available stock, and sales trend.
•Re launches of new packaging and flavors in coordination with the marketing team.
•Introducing the structured selling process to branch managers and the team.
•Recommending the price point of the newly launched products.
•Reactivated the retail operation in Sana’a branch.
•Training the sales team on structure selling process.
•Maintained the cash operation of the retail channel.
•Reviewed the monthly sales performance and revise targets inline with the sales trend.
•Ensured an effective coverage by salesman area through identifying the outlets per route and developing the proper forms for follow up.
•Frequent route ridding.
•Escalate the sales on a monthly basis.
•Review the monthly sales performance per channel, area, & Total Yemen, and adjust the forecast figures accordingly and in consideration to coming plans.
•Conduct quarterly business review on sales performance including MEMRB analysis.
•Localize the respective brands' "Point of Purchase Vision" and ensure the implementation of its drivers in respective to each channels.
•Successfully initiated, created, and implemented the incentive schemes plans covering volume, value, coverage, and distribution per area for the head of sales departments, and per product.
•Analyze the market situation for different categories through the MEMRB software.
•Translation of the marketing brand vision & objective in to the local channel plans. This includes objectives, strategies, tactics, and activities.
•Launch of NIDO pouch format in total Yemen according to the marketing guidelines and local trade requirements.
•Monitoring the monthly marketing expenses and the trade spent per brand.
•Managed the Execution of the marketing plans.
•lead Nestle Multi brand Campaign "Mother Wish worth a million", as well as several local NIDO consumer promotion.
• Lead the Execution of Nestle first “Multi Brand Promotion” "70th Anniversary in the Middle East", as well as several NIDO regional promotions, “Back to school& Ramadhan”.
• Initiating and preparing the operation plan starting by trade situation in to brand vision & objectives ending by the monthly activities along with their costing.
• Evaluating the Category, Customer, Country, and Competition according to the best practices workshops.
• Followed up the sales performance on weekly and monthly basis and provided a quarterly business review to upper management including retail audit analysis from MEMRB Insight.
• Initiating and preparing the monthly trade activities according to updated budget plan and inline with the sales team.
• Accountable to generating Insights on local shopping behaviors and market trends.
• Conducted many market visit reporting on the distribution of the products per outlet and as a total area.
• Active participation in creating 5 sampling teams in Yemen.
•Working with the sales management to achieve the sales and merchandising goals.
•Providing guidelines to the sales supervisors for effective planning to lead the sales force, to achieve the customers' volume and value targets. This includes the route plans according to each market need as well as coverage and distribution targets.
•Frequent market visits with different sales men implying the sales principles. Continuous recommendations to improve the team performance, product pricing and packaging, and on taking advantage of sudden market changes.
•Quarterly Report on competitors' activities.
•Maintained a sales & merchandising team profile, updated sales structure and assisted on their training requirements.
Managing sales activities and implementing the sales plan of the consumer division mainly Anchor and Gerber Baby Food. Working with the sales team to achieve targets and increase the consumer division market share through seeking new opportunities in the Yemen market. Developing good customer relations and provide them the right services needed.
Duties included selling and promoting telecom products of Lucent Technologies. Conducting research and analysis on competitive telecom products. Maintaining customer database.
.I completed my undergraduate studies of the core business requirements as well as my marketing courses in Portland Oregon , USA. There, I participated in a wide variety of group projects that taught me to be a team player among different cultures and individuals with a variety of ethnic background. In my academic experience sustainable knowledge was earned over the Developed World, social and cultural anthropology, ethics, minorities & Social psychology, personal social adjustment and learning.
Mohammad Ali Othman School is the first International gender school in Yemen located in Taiz. There, I completed my school studies from KG to 12th grade in 1993