Samson Birhanu Email & Phone Number

Addis Ababa, Ethiopia

-Develop & implement sales strategies,policies & procedures for the growth & sustainability of the business-Develop RTM to acquire & retain customers for our product-Design territories,schedules, & allocate responsibilities among the sales team-Set KPIs including sales targets by territory & evaluate periodically-Manage the overall airtime aligning with Ethio telecom on a regular basis.-participate in the monthly & annual business review meeting with Ethio telecomAchievements-Designed a strategic business plan for the company.-Established a distribution & manpower structure for the company-Placed an airtime distribution centers & deployed manpower in Addis & Regions.-Sales volume grew from ETB 20m in April 2019 to ETB 150m in Oct 2019.

Addis Ababa,Ethiopia

• Develop & implement effective sales & distribution strategies of the sales & distribution unit• Lead Addis Ababa & regional sales team to achieve KPIs including sales targets• Conduct periodical researches & identify new potential customers & new market opportunities• Introduce other sources of revenue generation activities in collaboration with other units in the company• Manage the retention of Sub distributors & agents by designing and implementing diversified strategies and mechanisms• Ensure that the service levels being delivered by third parties are properly monitored and managed.• Propose strategic direction on how the sales operation is more effective and increasing the market share• Prepares and submits periodic reportAchievements Built a new sales & distribution unit & strong sales team from designing an organizational structure to recruitment & training of the sales & distribution team & as result 12 regional branches with Regional Sales teams established & deployed in various regions of Ethiopia with in 3 months time. Proposed & conducted an Every Dealer Survey (EDS) & executed a distribution by implementing an appropriate distribution system. Managed to recruit 4500 agents/outlets for direct sales channel & 120 sub distributors & whole sellers. Managed to generate a revenue growth from an Airtime sales of ETB 30m at the beginning of the sales & distribution operation in August 2017 to ETB 297m per month at the end of Feb 2019.Managed to train & develop 1000 youths & deployed 400 of them in the distribution of voucher cards organized in collaboration with Small & Medium Enterprises(SMEs) of the Addis Ababa Administrative CouncilEstablished agents for Etopup & Electronic Voucher Distribution(EVD)in Addis Ababa & regional townsDeveloped & implemented standard operating procedures(SOPs) regarding purchase,inventory control & sales & distribution,sales transactions(Credit & Cash) for the Sales & distribution Unit

North,South East & Addis Ababa,Ethiopia

KEY DUTIES AND ACHIEVEMENTS-Manage sales operations & overseeing the sales staff in the assigned territories-Prepare Annual sales plan of the division & develop strategies based on company’s overall goals.-Set & share annual/quarterly/monthly/weekly/daily sales plan of the territory by area sales mangers & get full commitment.-Full engagement with Mega Distributors starting from business plan development to implementation in the assigned territory-Such as periodical shipment plan, depletion & marketing plans. -Analysis of pricing/discount & financial impact both to the company & the mega distributors.- Take the lead in finding & appointing sub distributors/fat dealers & create partnership agreement between Mega distributors & sub distributors.-Segment outlets in to Gold, Bronze & silver categories for various Sales & Marketing interventions-develop existing customers & consumers through various promotional activities (both ATL & BTL) & create new ones both on-trade & off trade channels.-Monitoring & evaluation of the logistics, warehousing & distribution(LWD) of mega distributors & sub distributors & take corrective actions on regular basis i.e distribution trucks availability/condition, stock availability & condition, product availability & customer service.-Motivate the sales team of both the distributors & company sales force through various incentive schemes, training & coaching.• Achievements & contributions at Meta/Diageo-During the period Average sales Vs target grew by 10% & 25% versus last year.-Market share growth from 12% to 21% & contributes for country’s overall growth of 19% from 5% it used to be.-New outlet penetrations in Upcountry & Addis(On trade & Off trade)-Success on new product introduction & penetration in short period of time.(Malta Guiness)to both traditional & non-traditional outlets.

Addis Ababa, Ethiopia

South & Central Region,Ethiopia

-Overseeing the sales & marketing operations of the region under my charge i.e setting regular sales target by District sales managers, follow up on daily basis, take corrective actions, coach & motivate the sales force for the overall performance growth.-Set KPI’s for performance growth & execution excellence to ensure Region’s position to lead in market share & bring profitable volume growth.-Formulate annual sales & marketing budget, revenue budget of the region, annual expenditures & expected profitability of the same.-Maintain & expand the outlet/customer base of the region through new outlet creation & penetration to new territories.-Propose & implement RTM structure for effective & efficient distribution. -Segment outlets in to Categories such as Gold, Silver & bronze for any kind of intervention.-Open & close depots; appoint agents in different parts of the region as per the RTM proposal.-Tracking the competitors’ activity to review our positions in the competitive edge. Achievements, contribution & Awards-During the period Sales target on average beaten by 15% from budget & 31% vs prior year-Market share of coke grew from 47% to 55%.Awards/Motivations for performance achievement-Invited at Dubai for vacation in 2007 G.C -Invited at China Olympic in year 2008 G.C

South & North Regions Of Ethiopia

-Manage overall sales operations in my district to achieve sales & revenue Targets.Supervise sales team members on daily basis and provide guidance whenever needed.Identify skill gaps and conduct training & coaching to sales team in collaboration with HRWork with team to implement new sales techniques to increase market share & profits.Assist in employee recruitment, promotion, retention and termination activities.Conduct employee performance evaluation and provide feedback for improvements.Contact potential customers and identify new business opportunities.Follow up competitors activities & reactions in the market Maintain clear and complete sales reports for management review.Build strong relationships with customers for business growth.Analyze sales performances and recommend improvements.Ensure that sales team follows company policies and procedures at all times.propose & execute promotional programs to increase sales and revenue.

Eastern Ethiopia-Dire Dawa

Set KPIs for each depot staff & follow accordingly. Also set sales targets for each agent in the territory; Credit collection management.-Overseeing each depot performance in terms of Sales Volume, profitability & people management.-Motivate the sales force through rewarding & recognition. -& develop people through training & Coaching-Conduct regular every dealer survey & revise the resource allocation & distribution system (RTM).-Manage the effectiveness & efficiency of Logistics, warehousing & Distribution (LWDs) of each depot.-Handle customer complaints in terms of services, quality, pricing & others. -Participate in marketing plans & fully execute below the line activities as per the plan.  Achievements , Contributions& Awards-2 Depots openings & ensured penetration & availability of coca cola products.-20 New agent appointments & brought horizontal territory expansion-Best sales performer from the country in year 2001.-Award given -Trophy (posted on Coca cola bulletin with MD) & incentives.

East Region,Dire Dawa,Ethipia

-Conduct Every Dealer Survey/Outlet Census-Establish Route to Market -Conduct regular surveys on In -trade market opportunities & report for decisions.-Route ride with Sales drivers & coached on plan calls.-Execute marketing activities such as POS placements, merchandising coolers & warm displays. Achievements & Contributions-All active & potential outlets to sell Coca Cola products have been registered with necessary data.-Resources allocations conducted as per the route to market structure.-Penetration & availability secured & volume growth recorded.-More product demand created through impulse purchase due to regular warm display & merchandising.

Operationalizing Mobile Money

Modules include Getting to go /no go decision for Mobile Money(MM);What are the organisations infrastructure elements for MM i need to put.

Master Of Business Administration - Mba, Marketing

Education record

Training Modules Include Market Development Strategy,RTM Strategy,D&Op planning,Equipment Strategy,Customer & consumer service.

Visioning & Team Building Work Shop

Training On Finance For Non Finance Managers

Impart Team Training

Courses/Modules Includes:-Basics Of Coca Cola System,A First Look at Selling Coca-Cola,Making The Order,Profit Story,Route Sales.

Bachelor Of Arts - Ba, Economics

Activities and Societies: 1. Teaching Services on Vacations