EXPANSION MANAGER
Dukan Retailing Company
Total years of experience :27 years, 11 Months
Having the experience mix of FMCG, sales, distribution, operations, and hard discount stores management, in addition to the rich knowledge in consumer behavior, shoppers insights, geographic and demographic aspects along with great professional team, all the above gave me as a person the competitive advantage in leading such project starting from choosing the right locations, stores setup, and clients relationship management.
”Panda” is the largest retail chain in KSA with 236 hypermarkets and supermarkets. Started on June 2010 with Panda as a project manager for a project called “MIZA”, MIZA was a project of hard discount convenient stores chain, the plan was to reach 500 stores but after launching the project with 10 trial stores we found that the concept is not applicable in the Saudi market in that time.
Successfully managed and contributed to this project through selecting the targeted areas and stores, closing the deals with the sites’ owners, full setup and layout of the stores, and then managing the day to day operations; availability, visibility, sales, promotions, and efficiency in all aspects.
Moved to manage one of the hyper stores of Panda in 2011 as a general manager where I succeeded to grow the sales by 13% through retail triangle implementation; availability, visibility, and ease and joy of shopping experience.
Treating the newspaper as a product, utilizing and implementing the experience of FMCG has resulted in big development in the distribution operation and contributed to the sales growth and customer satisfaction.
Starting from selecting the targeted readers in targeted districts, conducting residential and commercial census, planning the efficient distribution routes, recruiting and training reliable distribution team, and following up the operation through daily reports, all the mentioned has resulted in readership growth which increased the Ads feedback for our clients and increased retention and new clients for the newspaper.
Co-work with sales team on creative marketing ideas for key clients that have big effect on those clients’ sales and equity.
Working with such a big player requires the utmost attention to every detail in order to maintain the market share we have through getting involved in all long term agreements with retailers to ensure maximum visibility, good branding, and premium locations, resolving all issues arising with retailers in a fast, efficient and fair manner, dividing workloads among team members to comply with the daily route plan, and ensuring that stock levels are maintained in all the shops that I look after.
Managing business relations with key clients in both modern trade and wholesale channels, taking the business in those two channels to new levels by introducing new SKU’s, personal contacts and daily follow-up visits, negotiating BDAs and getting the best in category locations and shelve space, in addition to opening new customers and develop the existing clients by coming up with new solutions and ideas that built a win to win relationships with our clients in terms of volume and profit margin.
The local agent for Unilever in Syria and is considered one of the biggest companies in the country. Started as a Lipton tea salesman and moved up to handle the sales in central area of Syria for all Unilever products. Achieved more than the sales targets by 15% by focusing on all products instead of the highest margin products. Managed a team of sales people with various tasks for each one of them. Planned the daily sales plan and followed up on all related issues. Opened new sales channel through targeting small outlets with minimum sales volume, thus achieving high penetration rates and increased the numeric distribution without stretching the company’s distribution network too far. This resulted in more availability and brought more frequent customers to our products, leading to more product appeal and more volumes.
start a new kind of retail model. which focused on private label items and saving the cost of marketing to the client's.