Sales Channel Manager
Nestle
مجموع سنوات الخبرة :13 years, 3 أشهر
● Managing Nestle Kuwait Modern Trade Channel & Government Sector, representing 60% of the total business.
● Coaching and leading a team of 3 supervisors, 16 Field Sales Representatives and Key Account Specialists
● Leading on overall priority channel, across category strategies based on shopper and customer understanding and
requirements in line with overall market strategies.
● Developing category channel plans in line with overall market strategies with the respective Category Development
Managers while developing key commercial propositions for specified category at the channel level
● Managing and providing direction on investment levels in the channel to drive the profitability of the channel with the
objective to delivering channel growth.
● Collaborating with category team in driving Supplier Relationship Management to fulfill retailer, shopper, and consumer
expectations.
● Recommending actionable channel solutions & key initiatives for the channel overall category/subcategory specific
requirements
● Driving implementations and continuously reviewing the effectiveness of in-store actions
● Leading and incorporating channel inputs into the integrated commercial planning process by identifying the key
opportunities, including channel shopper behavior, channel specific promotional learnings, competitor analysis, channel
pricing and proposing channel development programs relevant to channel customers
● Working closely with the category team and sales team to develop multi category, regional opportunities, and key specific
activities for the business.
● Executing channel plans while developing compelling channel category selling story and partner category to deliver it to
the customer.
● Developing and integrating the commercial planning processes element of the channel wheel to ultimately publish a
picture of success for the category in the channel by enabling its implementation, continuous review, and optimization.
● Leading on new products launches process by contributing to build commercially aligned business cases and key initiatives
that address the opportunity for future channel growth, leveraging our categories strategies.
● Managing in-store picture of success for the category/subcategory in the channel while recommending actionable in-store
solutions to support in-store vision and supporting its implementation and continuously review the effectiveness of in-
store actions.
● Consolidating and communicating latest developments, trends, initiatives, and competitive actions within the channel,
assessing implications and opportunities for categories and brands
● Working with customer & sales planning team to define and develop channel strategy guided by commercial framework.
● Ensuring adherence to all company principles and policies
-Managing Nestle Kuwait Coffee & Beverages portfolio, Such as: Nescafe, Nescafe Dolce Gusto & Starbucks
-Adapting category strategies to country needs while managing sales drive across all trade channels
-Following up on channel specific promotions and category executions to achieve brands plans and KPI’s
-Ensuring category volume value is achieved as per country allocated budgets
-Translating category and brand marketing strategy and objectives into country and channel objectives with the alignment of the channel managers and sales force
-Analyzing retail audits such as: customer sell-out date and market share data, value share, volume share, numeric and weighted distribution, to define core range distribution drives and merchandizing guidelines and recommend and implement needed action plans, while maintaining the leadership across all segments
-Ensuring timely and best in class execution and implementation of point of sale material, while evaluating the return of investment to guarantee full utilization of the plan in place
-Evaluating regional and country specific activities and promotions after briefing all channels on the objectives, coordinating on the implementations and leading on the execution
-Championing the shopper observations measure for Kuwait market and recommending and executing actionable plans and in-store solutions to push sell-out and increase market share
-Conducting monthly sales review meetings with the team to ensure alignment on where the country stands in terms of sales value, volume, spend and outlook
-Successfully launched several innovations for Nestle in Kuwait, most importantly STARBUCKS reaching the highest ROI
-Defining and optimizing annual marketing and trade budgets for the country to ensure optimal spending and right allocation by activity and channel
-Handling 3rd party agency for events planning, in-store and out of home sampling, to achieve and optimize sales vs number of demo days and sampled cups
-Handled the Key Accounts team for the top customers in Kuwait, Carrefour, Giant, TSC, Lulu & City Center
-Managed to achieve an organic growth of 4% in the channel by analyzing and identifying outlets tiers in terms of sales and segments and ensuring the full execution of contracts, in terms of visibility, listing and promotional activities
-Reduced monthly refusal rate in the channel by managing with the team and the customer master data update monthly exercise
-Planned monthly and quarterly regular and promotional plans with the team and the customers and ensured achieving the healthiest sell-out vs sell-in and built on customer promo activity and seasonality to capture sales opportunities
-Coordinated with other sales channels to dismiss any channel infiltration
-Worked closely with the supply chain team on forecasting to ensure stocks availability and freshness
-Supported the team in the negotiation of the new contracts and ensured having the highest return on investment
-Coached and developed the team in negations, sales fundamentals, planning and forecasting to ensure career development
-Assisted the sales team in field coaching of the merchandising team
-Ensured effective data analysis and identified market opportunities to evaluate competition
-Ensured effective data analysis and presented monthly category sales achievements, in trade executions, outlook and competitive activity
-Managed and recommended category management guidelines across all channels, by identifying and analyzing channel dynamics o-grams as per the principle’s standards
-Developed and implemented innovative and strategic business plans through the 5Ps Model Objectives
-Prepared market forecasts by brand with the demand planner and communicated the drivers and period building blocks to the channel managers
-Negotiated with various suppliers and advertising agencies and executed several successful media plans
-Managed marketing expenditures while delivering solid ROIs
-Tracked effective usage of all POP & fixtures
-Followed up on KPIs and growth driver’s aspects on daily basis
-Optimized resources and leveraged trade spend among different channels and brands
-Participated in key account BDAs negotiation
-Managed 53 merchandisers, merchandising manager, data analyst, and marketing coordinator
-Ensured that all journey plans are updated and implemented to maximize the efficiency and the effectiveness of the team
-Coordinated with sales force across all channels on monthly initiatives, quarterly plans and annual sales and market share outlook
-Handled major key accounts representing more than 22% of the total channel’s weight
-Detected arising business opportunities based on customer-supplier SWOT Analysis
-Planned and executed national promotional campaigns within various events and seasons
-Focused on budget expenditures and brand execution activities to deliver the required objectives
-Implemented “Below the line” marketing campaigns to create brand awareness and penetrate new channels
-Analyzed competitor’s activity and shopper’s behavior (Decision tree, FMOT, POG, price sensitivity)
-Deployed CBD objectives, goals, and strategies
-Achieved KPI’s in reflection with management’s strategies
-Handled the Procter & Gamble beauty line portfolio
-Branding, pricing, target marketing and managing the major cooperatives of Kuwait.
-Responsible for 12 subordinate merchandisers and promoters where team spirit was the key driver and leading by example was the solution
-Launch of multinational brands of beauty products and detergents from around the world. ( Pantene, Herbal Essences, Tide, Downy etc.)
• Assisted in planning and implementing organization’s objectives and targets
• Followed up on shipments from the ship window till receipt date
• Coordinator of the New Student Orientation Program at AUB with Office of Student Affairs • Coordinator of International Students activities at AUB with Office of International Students • Elected as Public Relations Officer of the Jordanian Cultural Club at the American University of Beirut for the Academic Year : 2006-2007 • Elected as Treasurer of the Jordanian Cultural Club at the American University of Beirut for the Academic Year : 2007-2008
Secretary of School Student Council for Academic Year:2005-2006