- Implement a strategic plan for the beer category to achieve sales, margin, and profitability goals- Analyze market trends, customer insights, and competitor activity to shape assortment, pricing, and promotional strategies- Identify opportunities for category growth, innovation, and improvement in product mix and merchandising strategies- Oversee inventory levels and work closely with supply chain teams to manage stock replenishment and reduce out-of-stock situations- Build and maintain strong relationships with suppliers, breweries, and distributors- Negotiate favorable terms, costs, and promotions to maximize profitability and category competitiveness- Develop and manage pricing strategies, balancing competitive pricing with profit objectives- Plan and execute category promotions and marketing initiatives in collaboration with marketing and sales teams- Use data analytics to measure category performance, customer behavior, and promotion effectiveness.- Provide regular reports on key metrics, such as sales trends, margin, and market share, to stakeholders- Work with store operations to implement and monitor in-store execution of category strategies

• Monitoring Brand and Supplier sales and reporting to teams for actions required• Help strategize the launch of brands with the Marketing and Commercial Team• Regularly analyzing Brand Performance and initiating actions thereon in the interest of the organization• Help manage and purchase around 6000 SKUs• Responsible for Yearly & Monthly Purchase Budget• Forecasting along with the sales team for the needs of all channels (Retail, Travel Retail, Export, Diplomatic, etc.), and submitting it to various suppliers from Pernod to Brown-Forman, from Bacardi to Molson Coors (a total of 40 – 50 key suppliers and brand owners)• Responsible for monthly/QB Reviews with suppliers/brand owners• Managing Supplier Relationships including commercial, logistics, and brand communications• Responsible for implementing and smooth running of Material Resource Planning System, which ensures proper sales forecasting and uninterrupted supply of goods in the face of forthcoming events and logistical challenges by working with Category Managers, Commercial Team, and Retail Stores• Timely MIS with key analytical information giving insights of the business to the management along with actions for improvement• Reporting Brand performance to Brand Owners on a monthly/Quarterly/Yearly basis• Analyzed and initiated a recently concluded massive store-wide Brand Visibility exercise in one of the biggest liquor stores (Barracuda) in the UAE• Actively helped strategize and organize the country-first alcohol pop-up/discount sale in Barracuda that helped us get rid of large quantities of stranded stock, which helped create a positive buzz around the Store Barracuda• Helped launch a country-first Customer Loyalty and Brand promotions app – it’s called Barracuda APP• Managed the implementation of SAP H4 Hana ERP and helped re-engineer the business to allow the business to work in the ways of SOPs of SAP

• Successfully marketed and established a brand-new retail store as one with an extensive product range, not only in wines but also in spirits and beer within Abu Dhabi• Trained the staff on product knowledge, sales, customer service, and general management of the store.• Managed and serviced HNWIs and regular buyers by making the stock available, exclusive pre-order services, and with the help of excellent customer service• Excelled in sales of high-value Cognac, Single Malts, Rums, and Wines (First and Second Growth Bordeaux and Top-end Burgundy).• High-value items’ sales accounted for up to 34% of the total revenue• Analyzed the store sales on a regular basis to optimize the store layout to capture maximum eyeballs and create promotions to maximize the store’s performance• Reported the store sales, marketing progress etc. daily , weekly and monthly to the general manager• Took the store sales to the stores 80% potential within the first 6 months of its operation through a continuous focus on local marketing, in-store marketing, managing of HNWIs, and superior customer service

• Trained the front-of-house staff on the wines of the world (product knowledge, food pairing, and knowledge on winemaking and grape growing) in all the outlets serving alcohol• Trained the front-of-house staff on upselling and upgrading• Introduced incentive program to incentivize deliberate upsells. As a result of increased product knowledge, and superior selling skills, the revenue per cover went up by about 9% on average• Helped in overhauling the bar menu by introducing new and exciting cocktails • Helped introduced a supplier-supported 3-AED drink day, which attracted huge crowds and positive news• As a result, we outperformed every other outlet and were in fact the highest revenue-generating Pizzaexpress outlet anywhere outside of the UK• Initiated, organized, and managed various periodic promotional activities as per brand standards• Set individual sales targets, and monitored the progress, which helped in achieving monthly budgets• Managed a staff count of over 40: delegation of duties, scheduling, and managing skills for smooth operation

• Managed Territorial Sales for Wines & Spirits in various channels, wholesale, on and off-premise in New Zealand• While managing territorial sales, was able to take the sales revenue from nearly nothing to NZD 3.5M/year• Help manage A&P Budget and Support and the visibility of brands across the trade • Conducting wine education seminars, sales meetings, and portfolio tastings for Retailers’ sales forces, members of the trade, and consumers• Extended the sales into Wellington, Waikato, Bay of Plenty, Hawke’s Bay, and Auckland Regions of the North Island• Overseeing the logistics to ensure timely delivery of goods to customers to avoid any stock-outs and loss of sale

• Rebranded, repackaged, and relaunched a dying wine brand successfully, which is a success today• Created online presence from website to social media for the brand• Extended sales to the domestic market (Supermarkets, Liquor Stores and On-trade)• Helped export wines to Singapore, Hongkong, etc. • Set up robust and cost-effective logistics not only for the domestic market but also for the international market• Managed key accounts, which helped in increasing sales on a continuous basis• Successfully implemented out-of-the-box ideas such as hosting a musical concert with famous national-level artists and bands in New Zealand to help create positive buzz around the brand and uplift sales. As a result, we sold the entire 2 vintages worth of wines within 2 weeks

Technical Support, Customer Service, Id- Admin.• Highest level of customer service to corporate and business customers from across the globe• Second-to-none priority towards driving satisfaction feedback from customers based on the service given• Creating and maintaining the records for further improvement in services• Helping channel partners in smooth running of their operations• Was awarded a star for maintaining the standards, standards that were in line with the project’s business plan• As a Senior Customer Relations officer, trained many subordinates on various aspects of customer service• One of the top 3 employees (out of 800+ employees) to have won the title of the most consistent performer of the year (the year 2009)