وليد فاروق

Global Group is one of the world’s leading agricultural commodities trading houses. Established in 2012, and with over 25 years of experience in the trading world, Fortuna has been consistently bringing value to the industry, emerging as a trusted and credible partner to both customers and suppliers alike.
Business Objective Build valued relationships with external clients and internal peers and develop a portfolio of business by focusing
on high-impact opportunities Adapt methods and practices to fit Operational team and cultural needs and contribute to thought leadership. Driving improvements in business processes. Serve as a role model for quality & risk management and Confirm that project and team understand and comply with company guideline
Planning:
Develop robust, action-orientated plans for the allocated accounts that are aligned across the business system.
Specifically: Phased volume, revenue, net revenue per Kilo, spends, and gross profit targets.
Sales driver targets that will deliver the maximum available business benefit
A promotional plan that will deliver the maximum available business benefit to Global Group Align Field on the
account plan as detailed in the selling edge/Business Plan section.
Negotiate and sign the Long-Term Agreement (LTA) with the customer based on the the Annual Operating plan (AOP) and
financial guidelines.
Customer Management:
Personally, penetrate the customer vertically and horizontally to build strong, professional relationships that can be leveraged to gain commitment to the proposed plans. Additionally, lead and coordinate other filed-managed accounts by supporting the Regional Managers in their penetration within the allocated accounts. Undertake an annual business review with the customer that involves all relevant personnel, reviews what has worked and presents the year ahead at a strategic level. Gain commitment from key customer decision-makers to the account plan initially and on an ongoing basis. Activate new customers. Field Communication/Support for Execution Team
Make the account plan a reality. Specifically: Deliver Volume, revenue, net revenue per Kilo, spend and gross
profit as agreed. Plan sales driver initiatives and targets. Communicate and follow up the implementation of the
promotional plans. Ensure that all customer investments are within AOP targets and deliver the best available
business impact for company. Ensure that pricing to customer/LTA terms are agreed to support the agreed
business goals, based on principles and that any changes are based upon an objective business case and are
approved by company Management.
Customer administration. Specifically:
Develop and maintain an account file that contains all relevant customer information, as detailed in Selling Edge.
Issue a quarterly report covering customer performance versus target, implementation of the account plan and the
outlook for the balance of the year. Issue the Key Account (KA) scorecard on a monthly basis. Forecasting to the
agreed standard. Account administration as required (e.g. listing forms, customer reconciliation, etc.). Leverage
the Key account operating processes as outlined in selling edge to ensure those fields are aligned to relevant
activities and execution standards within the allocated accounts. Proactively report performance status versus
objectives to track business performance. Project manages & motivates the field to ensure the appropriate local activity is delivered within the allocated accounts. Ensure field service levels are up to Global Group food
standards and Communicate any issues back to field.
Financials: budgeting control:
Ensure maintaining Sales Annual Target (SAT) High in Sales to Collection (S2C) and support audit. Budget
management and monitoring, as detailed in the KA Monthly scorecard and budget track

Jop Description :
Develop & Execute the National Sales & Distribution plans which meet Brand, Volume & Profit objectives for Strategic Trade Channels & Key accounts through the Most effective and efficient utilization of Budgets & Manpower in order to achieve Company Objectives and Customers Satisfaction

- Formulate, Develop & implement, Present short and medium term sales plan and Budget that delivers Company agreed objectives & develop strategy objectives into smart & measurable goals &plans for developing Company brand and achieve growth & profitability in the various sector.
-Formulate the operating standards for strategic Trade Chanel & KA (roles, structure, outputs, & measures matrix) & following up on their improvement.
-Developing and managing the sales mix strategy (pricing, display, distribution, promotions, etc.) by contributing to data collection, trends analysis, strategy development and benchmarking analysis to ensure excellent implementation of sales fundamentals across designated products and channels.
- Identifies market opportunities by identifying consumer requirements; defining market, Gap analysis, SWOT analysis, competitor's share, competitor’s strengths and weaknesses; forecasting projected business, establishing targeted market share
- Work corroboratively with the operational staff at multiple sites and locations to ensure customers' needs and expectations are met.
- increase brand presence, awareness and ensuring
understanding between the Sales, Marketing and
Merchandising departments, Understanding the
National Brand Marketing Calendar
-Preparing and implementing tactical plans for achievement of short and long term goals that support the company vision, revenue profit and targets, Designing and updating the “Planograms” (Primary shelves)
- Directs sales forecast activities and sales performance goals accordingly
- Identify trade budget requirements to ensure achieving the planned market share growth and developing brand equity and company objectives, monitoring & control all spending activities related to trade activities to be in line with pre-approved budget & on regular basis assess Trade Budget spend by customer, Trade channel / region & redirect funds based on Business needs & channel potential.
- Design promotional calendar & loyalty programs & follows up implementation to achieve program maximum effectiveness ensure all activities & events contribute to building brand equity and reinforce the positioning of the brand both within the category portfolio and in the customer/ consumer mindset.
- Submit monthly management reports as required on company revenue and performance.
- Monitor and manage the overall business unit P&L to ensure it is in line with the agreed budgets ensure that the initiated monthly sales targets are in line with the annual company target, and that the trade activities are within the agreed budgets
- Monitor sales, Retail audit, market size and distribution information on an ongoing basis across the total portfolio and against specific marketing activity in order to track actual performance against budget Recommend action plan to reverse negative trends or enhance performance in order to achieve agreed targets
- communicate BDAs agreements terms to all concerned department(sales, marketing, finance) Ensure implementation of BDAs as agreed with the company objectives

Job Objectives :
Reasonable to develop a business plan that will work for the modern trade market KSA. Understanding business cultures and business market need through competitive environment customer and consumer research in order to establish the best route to the market. Assess current company and product/ brand positioning, performance and decide the best way forward in order to increase market share and revenue. Setting overall target, forecast. Trade market budget need it and promotion activities plan and assessing result. Implementing change. Developing sales force competencies knowledge and skills negotiating BDA. develop business strategy .coordinate and direct the operation to maintain profit abilities and achieve business growth objectives

1-Planning:
•Develop robust, action orientated plans for the allocated accounts that are aligned across the business system. Specifically:
•volume, revenue, net revenue per Kilo, spends and gross profit targets.
•Sales driver targets that will deliver the maximum available business benefit
•A promotional plan that will deliver the maximum
available business benefit to Al Mouhidib foods
•Align Field on the account plan as detailed in selling
edge/Business Plan section.
•Negotiate and sign the Long Term Agreement (LTA)
with customer based on Annual Operating plan (AOP)
and financial guidelines.

2-Customer Management:

•Personally penetrate the customer vertically and horizontally to build strong, professional relationships that can be leveraged to gain commitment to the proposed plans. Additionally, lead and coordinate other filed managed accounts by supporting the Regional Managers in their penetration within the allocated accounts.
•Undertake an annual business review with the customer that involves all relevant personnel, reviews what has worked and presents the year ahead at a strategic level.
•Gain commitment from key customer decision makers to the account plan initially and on an ongoing basis.
•Activate new customers

3-Field Communication/Support for Execution Team
•Make the account plan a reality. Specifically: Deliver Volume, revenue, net revenue per Kilo, spends and gross profit as agreed.
•Plan sales driver initiatives and targets. Communicate and follow up the implementation of the promotional plans.
•Ensure that all customer investments are within AOP targets and deliver the best available business impact for company.
•Ensure that pricing to customer/LTA terms are agreed to support the agreed business goals, based on principles and that any changes are based upon an objective business case and are approved by company Management.

4- Customer administration. Specifically:

•Develop and maintain an account file that contains all relevant customer information, as detailed in selling edge.
•Issue a quarterly report covering customer performance versus target, implementation of the account plan and the outlook for the balance of the year. Issue the Key Account (KA) scorecard on a monthly basis.
•Forecasting to the agreed standard. Account administration as required (e.g. listing forms, customer reconciliation, etc.). Leverage the Key account operating processes as outlined in selling edge to ensure that field are aligned to relevant activities and execution standards within the allocated accounts. Proactively report performance status versus objectives to track business performance.
•Project manages & motivates the field to ensure appropriate local activity is delivered within the allocated accounts.
•Ensure field service levels are up to el Mouhidib food standard and communicate any issues back to field.

5- Financials: budgeting control:

•Ensure maintaining Sales Annual Target (SAT) High in Sales to Collection (S2C) and support audit.
•Budget management and monitoring, as detailed in the KA Monthly scorecard and budget tracker.

Build valued relationships with external clients and internal peers and develop a portfolio of business by focusing on high impact opportunities Adapt methods and practices to fit the Operational team and cultural needs, and contribute to thought leadership. Driving improvements in business processes. Serve as a role model for quality & risk management and Confirm that project, team understanding and comply with company guideline

1/ Manage the Distributors to provide effective Route to Market for Wyeth Pfizer product.

•Manage the Distributor profitability, relationship, sales force animation, sales forecasting, compliance to mayborn group processes and payment to ensure a smooth relationship.
•Negotiate the Annual Distributor JBP in September for the year after, above the Annual Minimum Values defined in Distributor contracts and ensure closure for end October.
•Coach and support In-Market Distributors to understand and overcome the dynamics of challenger brands, to ensure delivery of incremental sales growth in markets, and build new business through new listings in new trade channels and business development activities.
•Coach and support the Distributors to constantly upgrade their team capabilities, in order to drive Multichannel sales: Baby Specialists, Pharmacies, Modern Trade, E. Retailers
•Liaise and support distributor’s BAMs and TMMs to drive Brand Awareness and Merchandising plans in the Markets.
•Review Distributor’s performance and JBP implementation on monthly and quarterly bases and report progress to ASD

2/ Drive Top Accounts Joint Business Plans to grow share and build strong partnerships.

• Understand in depth the channels and customer landscape, recommend and categories accounts
• Based on Market understanding, work alongside ASD to shape Sales Strategy for the Markets.
•Co create and animate with Distributors Customer Joint Business plans based on 4 Key growth drivers: Numeric distribution, Range review and extension, efficient promotions, NPD roll out.
•Review customers JBP on monthly and quarterly bases and report progress to ASD

3/ Ensure excellent Sales execution to grow share and
rate of sale.

•Ensure excellent In-Store execution of the Marketing Mix defined by BAM and ASD to grow share.
•Product = Maximize distribution of assortment, Placement = Presence in multi-channel with right Store layout / planogram. Price = Right challenger pricing as per target level, Promotion = Right Best
• Practice promotion calendar with proven good execution in stores.
•Coach and animate the Distributors and their teams to ensure excellent execution.
•Ensure excellent NPD execution in line with AOP Targets and plans of roll out prepared by PAM s and BAMs.
•Track and report Rate of sales on Core range and NPD to BAM and SAM in order to set up corrective measures.. Execute all brand build activities (e.g. promotional activity/increased distribution/trade and consumer awareness and education tools) to drive incremental sales and profit delivery in line with Brand Activation Plan decided for the Markets.

4/ Owns and delivers the forecast, achieve sales target and targeted prime margin, and reporting progress.

•Update monthly Forecast by SKU by Market in collaboration with Demand Planner and improve forecast accuracy.
•Organize the shipping schedule with distributors and internally with ICS team
•Fully responsible for delivering sales targets and prime margin as per AOP, and optimizing the spend of Retro budget
•Reports monthly sell in / sell out / stock levels of Markets and update of plans and Market Intelligence (One Pagers).
•Monitors monthly situation vs AOP and propose proactively corrective measures to ASD to deliver AOP.
•Owns the preparation of Quarterly Forecast and AOP for the markets in collaboration with ASD

My Accountabilities are to act as a link between Sales and Marketing to create Channel and Customer focused marketing activities and delivers the necessary, insight-driven selling tools to the field; to optimize sales and presence.
As a Trade Marketing Manager, my accountabilities set into the below categories

Field Marketing

•Work with Channel Development Manager to ensure cooperative funds are invested behind effective, aligned promotional activities.
•Create channel specific sales aids that link commercial unit marketing programs to shopper and customer needs and deliver to bottlers.
• Develop initiatives that support field-based activity in targeted priority areas, e.g. Execution Excellence, Drive per caps, Drive home stocking, Increase frequency, Increase Cold space availability.
• Working with the marketing team to create commercial plans.
• A sign off all promotions as field ready from a Trade Perspective.
• Update execution standards by channel for all commercial unit promotions, new product launches and Campaigns
•Meet and filter the agencies /supplier to ensure having the best in class materials with lower cost. Program Communication
• Prepare the Trade and sales force communication kits for all business unit initiatives. E.g. Sales presenters, bottlers sell in decks and trade communication
• Support the Marketing team in developing channel/ In-store activation plans and POP (point of purchase) for commercial unit marketing programs
•Track the specific channel programs to communicate the gaps and opportunities to the franchise. Channel Analysis
•Support the Channel Development & Sales Director in the annual Channel and Account evaluation and prioritization analysis
•Understands the Channel and Key Account Business Dynamics and Business Drivers. If need be initiates additional research/analysis.
Localizes Channel As a Trade Marketing Manager my measures of success are
Channel volume and share performance Programs communication timely delivery Initiatives implemented Market place execution