SHA BI N V M + (971) 050 905 4868

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United Arab Emirates

Commercial Sales Manager Expert Profile – Area/Country Sales I Business

Development Key Account Management I FMCG/CPG Business Strategist
I Modern Trade Business Expert I Trade Marketing
Top-performing business leader with extensive success driving year-over-year sales growth and
managing profitable growth and shares in complex, highly competitive FMCG sector
EDUCATION
 Master of Business Administration Accomplished sales leader, strategist & results-focused business development professional with
(MBA), CMS-Institute of Management 17+ years of insightful experience, managing sales, modern trade marketing operations, devising
business growth strategies in both established and emerging markets, managing challenges,
Science, Coimbatore Affiliated to
ensuring profitability and leading teams to achieve sales objectives. Demonstrated. Extensive
Bahrathiyar University (2000 – 2002)
knowledge of the retail industry in Bahrain & Kuwait, forming a basis for effective market
 Bachelor of Business Administration
penetration and channel development. Management strengths include strong communication,
(BBA), S.N.D.P Yogam College Konni goal attainment skills, and market adaptability.
Affiliated to M G University Kottayam  Repeated successes in shaping highly focused marketing, sales, and brand management
Kerala (1997 – 2000) strategies that advance and optimize the organization’s revenues and profit margins.
 Adaptability, flexibility & solid leadership skills have transferred successfully across diverse
SIGNATURE STRENGTHS consumer markets and functions to drive consistent results for the highly competitive business,
 Business Turnaround and RGM Growth cutting-edge markets, fast-paced environments.
 Strategic Enabler for Vision & Mission  Recognized for registering sterling business growth in terms of sales volume, supply chain and
 New Product Development (NPD) market share expansion with an ability to lead the organization forward with pride & profit.
 Away from Home expert (OOH/Horeca)  Recognized as a self-disciplined leader and visionary, known for quickly assessing situations,
 CPG Sales and Business Development rapidly crafting solutions, building teams, organizing actions, and creating efficiency.
 E-commerce & Digital Marketing
 Brand Mgt. & Trade Marketing Strategic FMCG and Modern Business
 Sales Mgt. & Strategic Marketing Planning Beverage sales Trade Development
 Supply chain management (SCM) BD & SC marketing And RGM
 MT Marketing/ Rout-to- Market (RTM)
 Market Share & LRB Growth
 Area sales management/GTM W O R K E X P E R I E N C E
 Market Research & Analysis Commercial Sales Manager - Modern Trade (And TM) – Bahrain (Aug 2020 – Mar2022)
 A&P Budgeting (BTL & ATL) The PepsiCo Bahrain – Ahmadi Industries
 GP/NR Growth
 Commercial Mgt Skills (Rev & Vol) Significant Accomplishments:
 Key Account Management  Driving force behind heightened business performance and effective strategies in the MT
 Channel S$M Mgt. & SMB Expertise Channel for the entire PepsiCo product TM portfolio - Pepsi, Aquafina, Lays & Quaker, etc.
 Promotion and pricing management  Handpicked to lead the Brand PepsiCo MT business in Bahrain and set the strategic
 Category Management roadmap for growth and expansion, improving revenue, market share, and profitability.
 Merchandising Skills Key Contributions:
 Budgeting/ JBP Negotiations  Establishing long-term strategies for trade marketing, promoting brands, implementing
 Performance Management /CRM modern trade sales strategy, market activation, and consolidation of key accounts.
 Recruitment & Selection  Owning portfolio P&L accountability & big picture strategy that builds businesses, drive
 Product Launch & Promotion missions, generate positive ROI, and measurable market leadership and growth.
 SOP Improvement and Optimization  Strategic Planning- proficient in assortment planning, launch planning, and Joint Business
 P&L Mgt. and Decision Making planning as well as category development and the ATL/BTL business promotions.
 Multitasking  Researching markets, competitor's activities; developing smart RGM strategies
 Communications Skills for accomplishing pre-established sales and revenue targets by channel and customer.
 Data Analytical and Problem Solving  Astute Negotiator: Negotiating favorable annual trading and logistic contracts and
 Employee Capability Development concluding in-store activations, merchandising and sell-out plans with the accounts
 Team Management/ Leadership  Ensuring compliance with assigned promotional costs and monitoring expenses allocated
for sales, Trade Marketing activities and brand building.
TECHNICAL COMPETENCIES  Streamlining processes for accounts receivables, debt collection, and collection of
 M S Office (Word, Excel, and outstanding debts. Providing fiscal oversight for customer investment budgets,
PowerPoint) innovations, and ascertaining all budgets are agreed and signed off.
 Accounting packages – Tally, Dac Easy  Providing expert analysis and evaluation regarding current competitive positioning, LRB
etc. share reports and shopper insights – accordingly planning customer-specific category plans.
 Familiar with ORACLE & SAP Operating  Developing SOP for managing MT, brand positioning statement, effective campaigns to
systems create a lasting impression of company image, products/ services in the region.
 Providing all-inclusive business consultation for winning sales, action plans to achieve
established targets and concluding annual contract negotiations with Top 10 MT customers.
 Applying expertise in managing in all phases of Trade marketing, branding, sales promotion,
MT strategy from prospective area/product, and directing ROI on promotional activities.
  Empowering the larger workforce across the Modern Trade channel in developing category
PROFESSIONAL DEVELOPMENT plans for assortment, promotional strategy, and price positions. Simultaneously
On the job training ascertaining attainment of channel/customer margins and customer profitability.
 Customer Collaboration Relationship
Model (CCRM) Sales Manager (May 2018- Jun 2020)
 Collaboration for Value Secession The Lays (PepsiCo) Kuwait – The United Beverage Co K S C C
 Completed TCCC LEAP Program LEAP The Lays (PepsiCo) Bahrain – Jawad Business Group
Certified Holder (2012-2014) Designation Chronology:
 LEAP [Leadership Excellence &  May 2018-Jun 2020: Area Sales Manager – Kuwait (The United Beverage Co K S C C)
Accelerating Performance] Training  Feb 2016 – Mar 2018: Country Manager (SM) – Bahrain (M/s Jawad Business Group)
attended about Leadership Capability
Development Joined the organization as Country Sales Manager – Bahrain and transferred to Kuwait
 Training attended and certified as to develop sales in capacity of Area Sales Manager – Kuwait, due to exceptional
Train the Trainer performance.
 British council certified in advanced Significant Accomplishments - Area Sales Manager – Kuwait:
business English.  Accomplished and surpassed volume and revenue growth of +5% & +7% respectively in
 Harvard Business School on line the year 2019.
certification in Business Streams  Realized a 30-point market share on the YTD level in Kuwait TT channel & positioned the
Key Achievements company as the market leader in snacks category (Brand Lays).
 Nominated consecutively 2 years as  Introduced and managed the Home delivery (HD) platform for snacks (premium &
best performer, Supervisor and normal) and recorded success of selling 2 tons in the year 2019.
Channel Manager in TCCBCB Key Contributions - Area Sales Manager – Kuwait:
In Curriculum  Conceptualized strategic blueprint for the business and formulated sales strategies to
 Customer Satisfaction in Service Sector achieve and exceed all profitability goals and targeted business growth in alignment with
 Importance of Promotion in line with Annual Business Operation Plan (ABOP).
Management in current scenario  Drove the strategy and sales operations for the segment and devised aggressive sales
targets based on brand and pack wise as per ABOP and developed action plans based on
geography, monthly/weekly/daily targets.
 Mentored and inspired direct sales team to achieve sales targets on basis of coverage,
distribution, and display objectives.
 Cultivated strategic plans to advance the company's mission in local areas in liaison with
trade marketing. Reviewed stock movement, availability, and regional pricing to design a
long-term strategy to augment margins in all categories - product/ territory/pack mix.
 Advised higher management action for capturing new business opportunities, improving
business commercials covering profit margins, and working capital including debtors.
 Introduced planned strategies, aimed at minimizing operational costs, and expanding
footprint in new markets and introducing new products to the market.
 Set realistic operational goals and annual budgets to establish a result-focused
environment with precise performance parameters together while deploying actions that
are focused on increasing Market share in the region.
Significant Accomplishments – Country Sales Manager – Bahrain:
 Accelerated sales growth, volume, and revenue growth by +7% in 2016 and maintained a
profit margin of 21.4% throughout 2016.
 Demonstrated exemplary performance by consistently achieving and sustaining double-
digit growth of 20% in terms of coverage in the down trade and accomplished 40% market
shares in a volatile market like Bahrain throughout 2016-2017.
 Provided strategic inputs to improve the Cash flow cycle and reduce the market
outstanding by around +40% than the previous year.
Key Contributions – Country Sales Manager – Bahrain:
 Boosted growth by expanding horizontally (increasing the number of customers), vertically
(enhancing annual sales within target groups) and maximize revenue potential.
 Integrated strategic planning with critical functions – coverage plans, stock control and
aging, channel distribution, pricing, sales forecasting, trade marketing to achieve targets
per channel per Category per SKU (Sales & distribution, MSL, DSR).
 Fostered effective communication with key customers to discuss products and quality
provided; negotiated sales price, agreements & discounts in liaison with unit manager.
 Standardized all policies and procedures, maintained a market database pertaining supply,
demand, prices and competitors' activities. Utilized the same to introduce the company's
products to major customers and increase sales volume.
 Mobilized products in accordance with demand (quality, quantity and delivery dates),
offered compelling pricing and devised creative ways to promote and merchandise based
on supplier’s procedures (Plan o gram, stock list.)
 Acquired sales resources in accordance with trends, sales projections and economic cycles.
Simultaneously ensured sales team is aware of all stock, pricing and promotions.
 Ensured optimal stock level, controlled accounts receivables in coordination with finance
department and efficiently handled all customer issues to attain maximum level of
satisfaction.
 Manager - Modern Trade (Dec 2012 -Jan 2016)
The Coca-Cola Bottling Co. - Bahrain
PERSONAL INFORATION Designation Chronology:
 Date of Birth: 27th May 1979  Dec 2012 -Jan 2016: Manager - Modern Trade
 Nationality: Indian  Nov 2008 – Nov 2012: Assistant Manager Modern Trade
 Marital Status: Married  Apr 2004 – Oct 2008: Sales Supervisor General Trade and Key Accounts (HORECA)
 Driving License: Bahrain, Kuwait Joined the organization as Sales Supervisor General Trade and Key Accounts (HORECA) and
moved up the corporate ladder, meriting multiple promotions and handling position as
LANGUAGES Manager - Modern Trade.
 English: Expert
 Malayalam: Native Significant Accomplishments
 Tamil: - Fluent  Made significant contributions for NARTD Leadership in Bahrain by consistently
 Hindi: Fluent achieving Volume Target Realizations since November 2012.
 Arabic: Basic  Registered growth in terms of Volume (Sparkling +10%, Coke TM +8%, Water +12%, Total
+12% (2013-2014) and RGM Growth: +43% (2015-2016)
 Pioneered the Concept of “Coke n Meal” in Bahrain and executed a Special Calendar for
REFERENCES activations-first of its king in Middle East.
 Available upon request  Conceptualized and implemented of the Cross-Category merchandising tools in Modern
Trade accounts for chips and snacks sections. (1st in Middle East)
 Initiating Market Best Practices from developed and mature markets to exceed the
Modern Trade Channel requirements.
 Enabled MT Channel to gain 6 points in Market share and reached 50 points in Sep -15.
 Positioned the Brand Coca-Cola as a Market leader in the MT Channel consecutively 6
months and first ever in the Middle East.
 Awarded the Best picture of success outlets execution among in the Bahrain and Qatar
Markets.
 Plan and Execute the New Coca-Cola Supply Chain SAP based Road show app in system.

Key Contributions- Manager - Modern Trade:

 Framed strategies for Modern Trade Business and Trade Marketing Activities to deliver
volume and profit.
 Building brand focus and handling appropriate Promotion & Planning selection for MT
channel with the right OBPPC through other Market Best Practices.
 Developed and ensured implementation of Sales strategies to deliver annual volume
objectives within budgeted costs in line with Customer Agreements
 Managing delivery of business against target set within allotted spend budget (MPR). Led
the full year business planning and trade budgeting activity covering all operations (DME)
 , Volume and Revenue, rentals and promo budgets.
 Developed actionable marketing strategies and plans to deliver against the company's
business objectives and defined the brand & its proposition & the Right execution daily
(RED) activation, pricing, packaging, and promotion in respective areas (MT).
 Performed regular visits and analyzed category performance as it relates to distribution,
pricing, and promotional activities. Devised a robust activity calendar to support the
category sales, coverage and distribution across the various trade channels.
 Empowered the Modern Trade Team and the field force to achieve higher levels of market
execution (RED) and mentored them to meet assigned objectives (RGM) and KPIs.

Key Contributions- Assistant Manager Modern Trade:

 Defined business strategy, sales, distribution & visibility of the company’s brand portfolio
roadmap as well as seamless coordination between all MT accounts while monitoring the
operations and financial results against plans versus budgets.
 Provided dynamic leadership in creating newer channels; gaining newer customers and
contracts within the MT channel and improving visibility and sales of the MT channel.
 Studied market data/trends and identified profitable opportunities through RGM
stratiges, reviewed the performance and applied market intelligence database findings of
MT channel to construct annual sales/marketing plans to obtain targets.

Key Contributions- Sales Supervisor General Trade and Key Accounts (HORECA):
 Championed sales and marketing initiatives, designed customized HORECA accounts-
specific marketing and sales programs to augment volume and revenue in assigned
foodservice accounts by utilizing fact-based selling methods.
 Improved customer satisfaction through quality, service and value. Supported
achievement of sales targets based on yearly budgets.
 Prepared and presented market reports & feedbacks from time to time for Management
review and decision.

Other Professional Experiences:

 Jul 2002 -Jan 2004: Territory In-charge, The Colgate- Palmolive India Ltd.