Sri Ram yellajosyula

❖ Business Development Leadership: Managing the growth of Greenhouse’s product portfolio of renowned multi national
brands across the UAE for wholesale and institutional channels. (M.H, SAFCO, SPIRE / LALS GROUP, H.K. MIDDLE EAST -
FUJI.BISMI, JALEEL, NASSER NELLOY. EKFC, ALPHA, NCTH, CAPITAL Catering etc.) with an Annual turnover of AED 72 M.
2013 - 17 2017 - 19 2019 - 24 2024 - 25 2025 - till date
Baqer Mohebi
Enterprises
IFFCO DMCC
Coca-Cola
(GCCB)
Greenhouse
Food Stuff
Binzagr and
Partners Co.
Classified - CONFIDENTIAL
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Team Leadership & Sales Strategy: Lead a team of four (2 Key Account Managers and 2 Sales Associates), driving commercial strategy for dairy, baking & pastry ingredients, and finished bakery products across diverse foodservice segments—including catering, wholesale, exporters, bakery manufacturers, pastry shops, e-commerce, and ship chandlers.
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Revenue Growth & Key Relationships: Drive top-line revenue growth by building and nurturing strong relationships with key decision-makers in the institutional and wholesale sectors, ensuring maximum market penetration and share expansion.
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Sales Planning & Forecasting: Set and manage sales objectives by forecasting demand, defining annual sales quotas by region and customer, and projecting annual revenue for both existing and new product lines.
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Budget & Target Ownership: Fully accountable for delivering sales budgets and targets by route, category, and brand for wholesale and institutional channels, ensuring consistent achievement of business goals.
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Sales Ownership: Responsible for 37% of the company’s total sales contribution equivalent to AED 6M per month and AED 72M annually.
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NPD Management: Lead new product development (NPD) launches and build a sustainable base through market mapping, pricing, activation plans, and customer adoption strategies.

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Business & Market Development
Led national growth of Coca-Cola Sparkling & Still portfolio across Bahrain, driving distribution expansion and strengthening presence across Modern Trade, MM, E-Com& Institution channels. (Carrefour, Lulu, NESTO, Ramez, Talabat, Ananinja)
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National & Regional Key Accounts Leadership
Developed and executed annual sales and marketing strategies for National Key Accounts (NKA) and Regional Key Accounts (RKA), aligned with system guidelines and GCC-wide commercial priorities.
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Led annual Business Development Agreement (BDA) and Joint Business Plan (JBP) negotiations, covering pricing, visibility, activations, promotions, commercial investments, trade spend budgets, and promotional calendars for key accounts.
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Commercial Excellence & Portfolio Strategy
Improved market share through strategic pack-price architecture, channel-wise initiatives, and focused executions with NKA
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Expanded portfolio relevance by identifying demand gaps and aligning product availability to customer and shopper needs.
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Business Planning, Forecasting & Budget Ownership
Owned national sales planning, rolling forecasts, demand planning inputs, & MBR’S with supply chain teams and TM teams.
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Ensured channel programs and promotions, & activations were executed within budget while maximizing ROI.
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Monitored P&L impact at customer level; identified cost-saving opportunities, optimized promotional spend, and delivered improved profitability for the business
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Team Leadership & Field Execution
Managed and coached a cross-functional commercial team of 6 Key Account Executives, 1 Team Leader, and 24 Merchandisers, ensuring disciplined execution across all channels.
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Drove daily and weekly performance reviews, route coverage plans, merchandising standards, and Perfect Store KPIs.
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Built capability through continuous training on category management, negotiation, visibility execution, and store audits.

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Business Development Leadership: Led sales and business development for Ice Cream, Frozen & Fresh Paratha, and Confectionery categories across Sharjah, Ajman, and Northern Emirates, driving growth in key accounts such as (Nesto, Safari, Ansar Group, Ramez, Istanbul Group, RAK National Markets, and K.M Trading).
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Team Management: Managed and developed a 16-member field team (10 merchandisers and 6 sales representatives), ensuring strong execution discipline and continuous performance improvement.
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Sales Delivery & Execution: Achieved monthly, quarterly, and annual category targets through structured route planning, perfect store execution, correct visibility, and continuous KPI reviews with the sales team.
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Listing Expansion & SOS Growth: Secured new listings and improved Share of Shelf (SOS) for Ice Cream, Frozen Paratha, and Confectionery categories through effective negotiation, targeted product placement, and strategic space expansion in high-volume stores.
Classified - CONFIDENTIAL
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BDA Negotiations: Led strategic Business Development Agreement (BDA) negotiations with major retail groups (Nesto, Safari, Ansar Group, Ramez, Istanbul Group, and K.M Trading) resulting in improved commercial terms, stronger visibility support, and enhanced in-store execution commitments.
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Route Compliance & MSL Performance: Ensured 100% route compliance through daily tracking of geo-coded visits, MSL audits, and execution metrics, delivered consistent sales and distribution targets across the territory.
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Buyer & Category Management: Strengthened relationships with buyers and category teams, enabling smoother negotiations, improved activation support, and more effective promotional and calendar planning.
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Capability Building: Enhanced field execution capability by training merchandisers and sales reps on visibility standards, shelving guidelines, MSL importance, and promotional execution, resulting in stronger and more consistent in-store presence.

Responsible for setting up HORECA Channel for UAE market.
Worked on acquiring major Professional Cleaning Solutions Range for HORECA Channel.
Worked on “Route to market” for the same.
Developed and identified End user landscape for the range in UAE.
Developed and mapped the customer landscape for Distribution channels such as Delivered trade, Non deliver trade and direct customer and Ecommerce channel.
Worked on Size of the market and pricing for the range.
Developed the HORECA Channel starting from identifying the suitable range until defining a clear sales strategy.
Designing and implementing a strategic sales plan that expands company's customer base and ensure its strong presence in HORECA Channel.
Managing the recruitment, objective setting (KPIs), coaching and performance monitoring of sales representatives.
Present sales, revenue and expense reports and realistic forecasts to the management team.
Identify emerging markets and market shifts while being fully aware of new products and competition status. Liaising with operations, logistics and accounts for smooth run of sales.
Establishing B2B Business deal for HORECA Products.

As a Business Development Executive for HORECA Division, I am responsible for
Dealing with Major International brands for HORECA Division. Handling major key accounts in the region and focusing on 5 star and 4 star hotels, Catering companies, Hospitals and Corporate offices for the brands such as

• Kimberly Clark Professional - Hygiene Paper products from USA.
• Danone - Evian and Volvic Mineral Water from France.
• Habanos -No 1 Cuban Cigars..
• Twinnings - Speciality Teas from UK.
• Pal - Disposable hygiene ware from UK.
• Duni - Disposable paper products from Sweden.
• Figaro - Olives and Olive oil from Spain.
• Banvit -Premium Chicken Product From Turkey
• Teisseire -NO 1 France Barman Mock tail syrup
Job Responsibilities
• As a HORECA sales Executive I will be responsible for coverage across the assigned are
• Managing relationships with existing accounts with an objective to drive sales figures for all the brands
• build on new accounts thereby getting the channel contribution to the overall business revenue
• Establishing B2B Business deal for HORECA Products
• Gather and analyze market intelligence and provide market insight to the management
• Responding to sales inquiries from new and existing customers.
• Coordination and relation building with various departments such as purchasing, inventory, food and beverage, culinary, stewarding and accounts.
• Generate business from new clients by negotiating and clearing the customer queries with regard to the product, services and benefits.
• Organizing product demonstrations and promotions. Be part in all major events in order to promote the brands

• Need analysis/Financial planning/Wealth Management/Risk Management
• Monitor competitor activities and devise effective counter measures.
• Identify, qualify and pursue business opportunities through market surveys and mapping as per targeted plans as well as through lead generation.
• Identify new market segments and tap profitable business opportunities.
• Evolve market segmentation & penetration strategies to achieve product wise targets.
• Interface with Individuals / key influencers among Corporate for ascertaining requirements, making presentations and delivering need based product solutions.
• Maintain excellent relations with HNI clients to generate avenues for further business.
• Guiding clients on Investments to reduce risk and maximize returns across a varied range of products.

-Responsible for Dmat account sales and Investments.
-Responsible for Branch sales and operations.
- Responsible for equity linked investments