Experience

QMP

• United Arab Emirates
• Meat Products Manufacturing
• 1 - 100 Employee

• Export Sales Manager

  • Jun 2022 - Present



Al Islami Foods

• United Arab Emirates
• Food and Beverage Manufacturing
• 100 - 200 Employee

• International Sales Manager

  • May 2020 - May 2022

  o Defining the distributor roles and responsibilities, and determining distributor management processes. o Prioritize international (Export) markets and determine market entry strategies for any new potential market, and identify appropriate distributor for each geographic market. o Responsible for negotiating the distribution agreement and annual target with the new and old distributors. o Ensure primary and secondary sales revenue targets of distributors are achieved with exiting distributors. o Recommend changes in sales structure and sales process of the distributor to deliver better performance. o Train distributor sales team to ensure continual improvement in sales capability, product knowledge, customer service and profitability. o Creating incentive and bonus systems that would enable distributors to perform at optimum levels. o Establish and lead regular meetings, market visits and conference calls with distributors to increase revenue and achieve higher distribution and shelf share in the market. o Maintaining efficient relationship with the different departments of the distributor. o Building trade marketing budgets for the distributor and ensuring effecting utilization of those budgets. o Planning trade marketing activities suited to the particular country and current consumer trends. o Planning the stages and strategy of launches of new products in each country. o Develop and maintain relationships with key customers in each country (Carrefour, Lulu, Nesto, Sultan etc.). o Prepare monthly and quarterly reports in a timely manner to monitor performance against budget. o Prepare monthly sales forecasts for the upcoming three to six months for efficient purchase planning. o Ensure ideal inventory level with distributor to avoid out of stock or near expiry situation.



ALEID FOODS

• Kuwait
• Food and Beverage Services
• 1 - 100 Employee

• General Manager - Sales and Marketing

  • Mar 2017 - Apr 2021

  o Responsible for managing all the sales channels and marketing function, reporting directly to the CEO. o Set, drive and achieve budgets for all the sales channels and brands. o Restructure the COOP and Ration Team and set KPIs to deliver set budgets. o Lead and drive Key Account Management (KAM) process. o Develop and execute Pre-Sell model, GTM strategy and sales tools for Traditional Trade Channel to ensure GTM excellence and deliver required distribution and sales growth. o Own recruiting, objectives setting, coaching and performance monitoring of sales team. o Develop sales teams and leaders with the focus on GTM excellence and customer/category indent growth. o Streamlining monthly sales planning processes enabling sales teams to chase targets/opportunities swiftly. o Responsible for all new opportunities and evaluating any business proposal from new suppliers. o Timely update and present competitors’ activities and provide market feed-back on new products, prices changes, new launches, etc to the CEO and Directors.



BRF

• Brazil
• Food and Beverage Services
• 700 & Above Employee

• Sales Manager - Traditional Trade

  • Nov 2015 - Feb 2017

  • Responsible for managing Traditional Trade, Wholesale and Ration with an annual turnover of more than $60M, reporting directly to the Commercial Manager Kuwait. • Budgeting, forecasting and achieving the volume and value targets for the sales channels.• Responsible for optimizing trade spend, cost to serve and P&L of the sales channels. • Continuous development of sales strategies to optimization of channels assortment, improving drop size, and increasing numeric & weighted distribution.• Monitor the competitors’ activities in the market to assess their impact on the company’s sales and define & implement the counter strategy.• Maintain an effective sales reporting structure. Ensure timely and accurate data recording through team. And converting the data in to useful information which is used for decision making.• Managing strong lean structured sales team built by me (4 Supervisors and 24 salesmen) through adequate feedback and training plans, ensuring superior performance as a team work.• Setting monthly and daily KPI targets for the team and ensures they are successfully achieved through a comprehensive follow-up process.Key Achievements:• Designed and implemented GTM (Go-to market) strategy to increase efficiency, reduce cost and improve distribution & drop size, which resulted with the higher level of availability, brand awareness and visibility in Traditional Trade.• Classified wholesale in to organized and unorganized wholesalers, and signed BDAs with all the organized wholesalers, which enable reverse the declining trend and to deliver 21% YOY growth in Wholesale Channel.• Established a lean but very efficient and effective Ration department. Developed a process to manage the sales operation through information while driving focus on Route Planning, Availability, SOS and SOM, which reduced cost to serve and further enhanced our profitability in Ration Channel.

• Sales Manager - Modern Trade

  • Nov 2014 - Nov 2015

  • Responsible for growing the Key Accounts, which has a vital importance for the overall business growth, with an annual turnover more than $30M, reporting directly to the Commercial Manager of Kuwait.• Preparing Joint Business Plans with the Key accounts and Negotiating BDAs and renew the contract according to annual operating plan.• Creating strong communication links between BRF and the clients though continuously improving the relations with key people and decision makers in Key Accounts. • Make sure clients are focused on and achieving sales targets though monthly meetings with the clients.• Provide ongoing support, couching and motivation to the sales team.• Working closely with Trade Marketing, supply chain & logistics departments in order to fill any service gaps and ensure client satisfaction.• Identifying opportunities, category related insights & sharing the best practices with Marketing.• Ensuring successful accomplishment all the activation projects (In-store activities) and continuous coordination with the marketing department in order to increase visibility and market dominance.• Identify opportunities for improvement in the overall business and propose solutions to the Country Manager.Key Achievements:• Separating the BDAs from Alyasra and singing the first BRF exclusive contract with all key accounts in Kuwait without increasing any unconditional rebates. • Optimizing the Investments by signing a full year activity plan with all the key accounts to block the competitor, which included primary and secondary displays, product launches, activations, in-store branding, promoters in all the stores, sharing offtake data and participation in each flyer. • Delivered double digits growth with 90% of the key accounts, through an effective execution of Joint Business Plan.• Achieved record highest share of market for Sadia by gaining leadership in 4 FPP Families.



Alyasra Foods

• Kuwait
• Food and Beverage Services
• 300 - 400 Employee

• Sales Manager - Key Accounts

  • Dec 2013 - Oct 2014

  • Double Hatting the Sales Manager and Trade Marketing Manager role for key account channel.• Working on the BI (Business intelligence) system for sales and reporting directly to the Sales General Manager. • Managing strong structured sales and Trade Marketing team for Key Accounts (1 Sales Supervisor with 7 salesmen and 2 Merchandising Supervisor, 44 merchandisers, 1 promoter supervisor and 13 promoters).• Tracking market spending and preparing the monthly Promotion Plan and ensuring the execution of agreed distribution, pricing, and merchandising in order to drive consumer sales and maximize profit and volume opportunities.• Negotiating annual contracts, long term and short term Investments with Key Accounts for all the sales divisions (Sadia, Kelloggs, Pribgles, Alsafi Danone, Lambwstons) of Alyasra Food Company.

• Business Development Manager

  • Feb 2013 - Nov 2013

  • Responsible for all new business opportunities • Evaluating any business proposal from new suppliers. • Identify opportunities for category/brand development based on Market research.• Develop innovative marketing solutions that are both comprehensive and cost effective. • Develop and maintain operating budget and capital expense plan. • Develop marketing presentations for assigned brands and categories. • Forecasting and preparing annual budgets for the assigned brands and category.• Preparing Launch plans and Marketing calendars for the Brands.• Develop category/brand management strategies to improve sales results and deliver customer category objectives. • Collaborate with channel/sales managers to implement promotional and marketing events. • Analyze marketing data and provide recommendations to increase sales. • Adhere to company priorities and strategies and Provide feedback on current category/brand management systems to enhance the operational efficiency and effectiveness.• Partner with the Sales Managers to develop account marketing tactics and business planning activity.Brand portfolio: Jumana (Rice, Mills, Beverages), Original Juices, Almarwa Meat. Dr. Oetker Piiza.

• Area Sales Manager - Morden Trade

  • Apr 2010 - Jan 2013

  • Responsible to manage Key Accounts Channel for Frozen Division• Execute and monitor the agreed business plan and deliver the expected growth per each category by implementing sales strategies, and supervising sales & merchandising team.• Ensure execution of agreed distribution, pricing, promotion and merchandising targets in line with POP / POS vision in order to drive consumer sales and maximize profit and volume opportunities.• To ensure maximum ROI on activities and track spending of marketing budgets.• Establish strong relationships with multiple internal support departments to achieve business objectives.• Working closely with marketing, supply chain & the planning departments in order to fill any gaps available.• Successfully accomplishing all the activation projects ( In-store activities)• Coordinating with the marketing department in order to increase visibility in outlets, developing merchandising standards and promotions initiatives.Brand portfolio: Sadia (Poultry), Lambweston (Potato), Farmfrite (Vegetables), Catch of The Day (Sea Food)

• Sales Manager - Home Delivery

  • Jan 2008 - Mar 2010

  • Responsible for developing a professional Home Delivery setup with in-house Call Centre and Delivery Team, in order to eliminate middlemen and reach the consumers directly.• Planning and execution of marketing (ATL and BTL) plan to bring awareness in the Market• Recruiting and Training the Call Agents and Delivery Team.• Responsible for budgeting, Investing, ROI, cost control and profitability.• Ensuring best customer service by developing several service check points.• Managing and using the customer Data Base for the Brands.• Developing and executing customer retention programs.



Power Plus Advertising

• Kuwait

• Key Account Executive

  • Jan 2005 - Dec 2007

  • Acquire business leads and Build relationship with corporate world. • Handle assigned Key accounts (clients). • Work on advertising campaigns, ATL and BTL jobs. • Keep track of all the marketing activities of the accounts (clients) • Media Planning and Providing marketing communication solutions • Acquire business leads and Build relationship with corporate world. • Handle assigned Key accounts (clients). • Work on advertising campaigns, ATL and BTL jobs. • Keep track of all the marketing activities of the accounts (clients) • Media Planning and Providing marketing communication solutions



PepsiCo

• United States
• Food and Beverage Services
• 700 & Above Employee

• Management Trainee

  • Jul 2003 - Oct 2003

  • Understand sales and distribution process of PepsiCo. • Assess the performance of the distribution channel. • Suggest the measures to increase distribution and sales volume. • The suggestions given in the report are studied and some of them are successfully implemented by PepsiCo. • Understand sales and distribution process of PepsiCo. • Assess the performance of the distribution channel. • Suggest the measures to increase distribution and sales volume. • The suggestions given in the report are studied and some of them are successfully implemented by PepsiCo.