• Spearheading communication between Trade and Principal Supplier, ensuring growth in market share for designated brands..• Developing and implementing shopper marketing strategies based on insights.• Leading Brand Activation plans and marketing campaigns, achieving deep market penetration.• Project management of various marketing campaigns targeting customers and consumers.• Monitored Brand Registrations with SFDA in coordination with the Govt. Relationship team and aligned with Principals on the requirements• Collaborating with Sales Teams to achieve sales and marketing objectives.• Analyzing market data trends to identify opportunities for growth or new product development within the trade.• Developing marketing strategies and campaigns to promote the brands in specific target markets using all available tools.

Category Management/Retail Management

Category Management/ Retail Management

• Responsible for leading a team of more than 50 members across Regions in KSA.• Responsible for ensuring that company's overall sales objectives across all regions in the country are met.• Set sales objectives for individuals across all regions by Salesman, by Sales Supervisors and by Sales Managers.• Responsible to meet or exceed projected sales targets Nationally.• Creating a working sales strategy and monitor that all staff members are following it.• Preparing Forecast and Demand Plans to ensure that there is sufficient supply and demand of the goods or services. • Developing National Promo Calendar by Customer and accordingly directing the Regional Teams for its implementation.• Periodically Motivating the teams in order to lead them achieve their objectives. • Developing Monthly Targets and incentive schemes for the sales teams and calculating their achievements at the end of every month and submit to Finance.• Work with the senior management team in Preparing Budgets and to make sure that the entire Sales force works in a unified direction inorder to achieve the budget on a monthly, quarterly, or annual basis• Work as a mentor to the sales team and nurture relationships with each associate in order to help them achieve their goals• Preparing Route Plans for the teams and ensure their implementations.• Meeting the buyers and Category Managers of Customers periodically inorder to review the performance levels.• Signing the annual BDAs with customers and ensuring continuous visibility within stores.

• Monitor Brand Registrations with SFDA in coordination with the Govt Relationship team and aligning with Principals on the requirements.• Working in Close coordination and Support Sales Teams in achieving the desired Sales objectives and Marketing Objectives..• Providing and Monitoring Discounts and Rebates to the Trade as per the requiremnt of each Channel of distribution.• Preparing the annual Marketing Plan and obtaining budgets on the same and accordingly promote the Brand during the Year.• Advising the Supply Chain on the requirements and accordingly get the right stocks at the right time aligned with the annual marketing plan.• Developing Promotional waves as per the seasonal requirements and marketing objectives set in the Marketing Plan.• Monitor Sales by SKU and identify Gaps and accordingly design a corrective measure to fill up the Gaps• Working in close coordination with the Principal and implementing the right objectives.• Developing strategies to have a better penetration of Brand and keeping a close eye on the competition and countering activities inorder to be ahead of the competition.• Developing Launch and Distribution Plans for new SKUs and new product lines.• Analyzing and crunching Data in order to properly understand the various trends in the market.

• Responsible for leading a team of sales professionals and merchandizers across the region• Product line responsibility includes 18 brands, 600+ SKUs to be sold across various Sales Channels • Revenue SAR 50Mn+ (US$ 13.5Mn) /Yr.• Planning and optimizing RTM by Salesman for Retail Van Sales, Wholesales and Supermarkets.• Responsible for sales monitoring and forecasting, closely working with team to ensure targets are met.• Directing team focus, setting goals, monitoring and analyzing Sales data, motivating and helping in achievement of Sales Objectives• Finalizing BDAs with Account and ensuring proper implementation with each retailer• Ensuring Share of Shelf across categories is maintained as per plan agreed with retailer• Implementation of various Trade Schemes and promotions• Liaising with third parties and agencies to ensure sales and promotional tools being rolled out by Brand and Marketing teams are implemented and accessible in order to help improve sales figures• Coordinating with Operations to ensure timely deliveries against Sales Orders

• National level responsibility for managing various brands under assigned category• Brands: Lipton, Brooke Bond, Knorr• Category revenue: SAR 60 Mn (USD 16 Mn) annual, 50 Mn for Tea • Analyzing Data and Market Insights (AC Nielsen reports) to determine Industry and Consumer Trends• Devise Long Term Development Strategy for Category Liaising with Principal• Ensure proper positioning of Category within different Trade Channels• Developing a well-balanced pricing strategy suitable for multiple Sales Channels• Plan strategy to maintain market leadership in the Tea Category and to increase market share in the Savouries Category• Driving Category Growth Strategies, Pricing strategy, Discounting, Channel conflict management, • Plan and implement Trade Support and Promotions• Supervise Dispatch Team for distribution of stock to branches spread across the country• Collaborate with Marketing teams for developing optimal pricing strategy as well as effective promotional activities• Developing pricing strategy for various Channels to ensure Organizational level Profitability, including that of both the Organization and Principal• Managing Stock Aging at branches across country, Ensuring minimum expiries and damage, Managing Slow Movers and Obsolete Stock• Extend support to Finance Team for Trade Payments• Extend support to Procurement Team with Forecasting Data to ensure optimal inventory management

• Number of brands: 5, SKU: 50+• Brands: Signal, Closeup, Zendium, Omo, Comfort• Revenue: SAR 10 Mn (USD 2.7 Mn) annual• Develop Marketing Campaigns• Working with advertising and promotional agencies for in-store promotions• Plan and Execute Brand Strategy for Market Penetration• Identification of Target Audience, Planning and Market Surveys• Plan Marketing Activities to achieve Volume Circulations, enhance Product Visibility and ensure Product Movement• Monitor competition and develop plan for achieving Market Leadership• Execute and lead various Trade schemes across Distribution Channels• Align with Principal and implement Brand Objectives and Strategies• Analyze Market Trends and Market Shares on a regular Basis• Devise and implement strategy to effectively increase Brand Visibility to result in improved Market Share• Managing promotions for products, both existing and new launches• Leading and coordinating with Sales Teams and ensuring that Best Market Practices are implemented ensuring the interest of both Binzagr and Unilever.

• Develop brand wise trade channels visibility materials • Prioritize trade channel activities for maximum returns.• Develop strategies and activities inorder to increase market share and penetration into the right markets with the right target group. • Monitor activities at the retail trade channel levels for the gathering of insight.• Trade Promotions Planning and Execution. • Activities forecasting• Identify opportunities for penetration into new channels and distribution into existing ones• Enhance Brand wise visibility at store level• Organizing and Managing Trade and Non Trade Events.• Closely monitors and analyzes sales volumes, market share trends and competitive activity.• Assists in the identification and development of business building ideas and works with other business unit team members to execute the plans that meet business objectives

Role:● Implementing Branding strategies to increase market share.● Supporting Sales Teams in increasing market penetration. ● Developing new products as per the market requirements.● Developing Marketing tools in close coordination with internal and external Design houses and Ad Agencies. ● Developing promotional strategies as per marketing calendar of each territory● Managing advertising and awareness campaigns (ATL & BTL).● Managing Events and PR activities in coordination with agencies.● Managing pricing, budgeting and cost control.● Inventory Management and procurement.● Preparing sales performance reports and highlighting positive and negative areas and accordingly preparing corrective action plans.● Designing and sourcing Merchandising Standards and tools like planograms, POS Material etc.Attainments:● Successfully designed and implemented Planograms for SAPG Perfumes for UAE and GCC.● Instrumental in designing and implementing various new launch campaigns.● Significantly initiated and developed Brand’s website www.sapil.org and other social networks for the Brand.● Contributed to the bottom line by developing alternate packaging options.● Trade Marketing promotions designed for Key Markets and accordingly increased penetration (GCC, Iran, Pakistan, CIS etc)

Role: Responsible for handling various types of In market Activities by coordinating with the respective Sales/Merchandising Managers and reporting to the Regional Operations Manager/Head Office. Checking the daily stock situation within the company & ordering the requirements from the supply chain. Planning stocks with the help of retail audits, stock audits and stock contribution. Organizing Outlet Stock Audits on Weekly/Monthly Basis and Calculating the Stocks position in terms of weeks of stocks, and accordingly identifying opportunities of sales to these outlets. Releasing monthly/Weekly sales Reports by channel, by category, by customer and by brand. Supervising the merchandising team and implementation of Planograms. Implementation of various trade marketing activities. Designing of POS Materials and various support tools for effective penetrations of products. Designing, developing and proposing various promotional campaigns as per the market needs/ Seasons. Provide Market specific data and analysis to help Regional Operations Manager assessing distributor performance and 5P execution quality and effectiveness.

Organizing road shows, interviews, group discussions etc.Collecting customer feed back on the productsSupervising the distribution of questionnaire.Reporting customer feed back to the company.Source out temporary staff for events and briefing and supervising them.Distributing budget among the staff.Other AccoladesCertificate course in the Art of Merchandising from Unilever Arabia Sales Trainig in 2005.Certificate course in Computer Applications from Aligarh Institute, Aligarh, India.Have working knowledge of Barlo World's Optimiza - Inventory Management system.