ANIND RA J

• As Chief Marketing Officer of the Sarsan Group, I am incharge of the Sales & Marketing function of the entire group and all its affiliated companies which are listed below
• 1) Sarsan Oilfield Supply Centre – Dubai, UAE
• 2) Sarsan Heavy Engineering – Dubai, UAE
• 3) Sarsan Contracting – Dubai, UAE
• 4) Sarsan Aviation Academy – Dubai, UAE
• 5) Sarsan Oilfield Equipment Trading – Abu Dhabi, UAE
• 6) Sarsan Tech – Pune, India
• 7) Sarsan Creations – Pune, India
• 8) Sarsan Food – Bangalore, Dubai
• 9) Sarsan Toys (Turkey)
• 10) Sarsan General Trading – Dubai, UAE
• 11) Sarsan Developers, Pune, India
• 12) Sarsan Marine – Kuwait
• 13) Sarsanwala Trading Co – Dubai, UAE

Major Highlights

• Developed and implemented comprehensive marketing strategies to enhance brand visibility and market share.
• Led recruitment and development of strategic alliances to maximize utilization of existing talent and capabilities.
• Established Strategic tie ups and exclusive access to products of major brands like Siemens, Cooper Machinery Services, INNIO, Chart Industries, Aereon Flare System for Sarsan Heavy Engineering FZE.
• Managed relationships with key industry partners and implemented promotional initiatives to maximize marketing program performance.
• Communicated business performance, forecasts and strategies to investors and shareholders.
• Led recruitment and development of strategic alliances to maximize utilization of existing talent and capabilities.
• At Sarsan Heavy Engineering FZE partnered with Italian based company Ital fluid for a USD 200M Gas Plant project for Al Rattawi Gas field for TOTAL Energies.
• At Sarsan Contracting, we were awarded multiple orders worth USD 25M for various site activities at the prestigious Al Hashyan 180 MIGD RO plant from SEPCO3 who was the main contractor.
• At Sarsan Creations, managed to win an an annual contract with Zscaler one of the leading IT services and securities company in the world worth USD 5M.
• At Sarsan Aviation, we managed to engage with around 20 agencies in middle east, South east Asia to get students enrolled for our courses.

• National Sales Manager - Oct 2009 - Jan 2011
• Sales Manager - May 2008 - Oct 2009
• Sales Executive - April 2005 - May 2008
• Establishing corporate goals, short term and long-term budgets and developing business plans for achievement of these goals.
• Identifying new territories for growth in Oman & Qatar.
• Training sales team on Consultative Selling techniques and Solution selling
• Conducting competitor analysis by keeping abreast of market trends so as to achieve market share metrics.
• Maintaining data of sales operations for further use by top management for critical decision making. Assisting in identifying new products that can cater to same industries.
• Networking with financially strong and reliable dealers and channel partners, resulting in deeper market penetration and reach.
• Forecasting periodic sales targets & driving sales initiatives so as to achieve business goals & monitor activities of frontline sales team.
• Analyzing business potential and implementing plans to drive sales, supplement turnover and achieve desired targets. Monitoring competitor activities and devising effective counter measures.
• Conceptualizing & implementing publicity & corporate communication strategies for product lines, corporate image, etc. to build consumer preference & achieve organizational targets. Formulating marketing budgets and ensuring adherence to planned expenses.
• Reviewing market movement on regular basis & refurbishing plans if necessary with a view to optimize returns. Ensuring maximum brand visibility and capture optimum market shares.
• Developing marketing strategies for brands considering target customers, product segmentation etc.
• Providing right platforms at right time and right place to brands handled.
• Assessing customer feedback, evaluating areas of improvements for evolving newer growth patterns of brand.
• Maintaining excellent professional relations with clients to generate avenues for additional business.
• Leading, training & motivating teams ensuring their career development and positively contributing towards company.
• Creating a maintaining healthy environment within organization.
• Major Highlights
• 1. Major Territories Handled: UAE, Oman, Qatar. Significantly contributed in handling Air Compressor Division of Ingersoll Rand which includes products like Electric Screw, Oil Free, Reciprocating and Centrifugal Compressor along with accessories like Dryers, Filters, Controls, Receivers and other aftermarket products and aligned products like Valves, flow measurement & monitoring instruments, N2 Plants, PTFE products in areas of UAE, Oman, & Qatar.
• 2. Played key role in handling business of worth USD 20 Million in UAE and expected growth in range of USD 30 Million in 2011.
• 3. Shouldered responsibility of introducing Nitrogen Generators in market and planning to introduce PTFE products in assigned territories.
• 4. Essayed a stellar role in positioning team as solution providers in market Contributed in getting - 23% market share in UAE (The only country outside USA to have double digit market share).
• 5. Territories like Oman & Qatar for FAMCO. Managed activities related to territory segmentation which gave very good result.
• 6. Assisted in introducing new products like Nitrogen Generators, PTFE products generating additional business for company.

• Established and maintained strategic relationship with customers; gained and maintained access and relationships to CEO staff level of customers (end users, EPC's & OEM's) and other key stakeholders.
• Experienced in FPSO Conversion, Upgrade & new build projects for Marine Industry.
• Used extensive experience in B2C and B2B sales to recruit and train high-achieving sales teams. Worked with marketing teams to develop creative and compelling marketing material to aid sales activities.
• Coordinated meetings with clients to better understand their needs, requirements and find best ways to sell to them. Stayed updated on competitor activity, trends, threats and money-making opportunities through daily networking and research.
• Collaborated effectively with staff and clients, building and nurturing positive, productive professional relations.
• Monitored customer Business Development activities to continuously update and monitored active list of prospects and influence project configuration in early phase of their conception
• Define and execute Account Plan and lead development of sales strategy for development of identified opportunities.
• Lead deal strategy, with commercial team, and conduct appropriate risk and opportunity assessments, lead commercial negotiation and close deals
• Worked in close collaboration with Product Managers, Engineering Managers and Procurement Managers to build winning value proposition for customer as well as continued feedback to organization of competitive dynamics on pricing and market launch
• Increased sales year on year of company products to exceed projected budgets plans and forecasts on volumes and margins and increase project win rates
• Identified and targeted new business opportunities to ensure expansion to new OEM, end users & EPC customers and sustain growth within existing customer base.
• Utilize available resources to maximize sales effectiveness (product specialists, factory support, market intelligence, project tracking websites, etc.)
• Demonstrated technical selling skills and product knowledge Complete understanding of pricing and proposal models
• Coordinate with Corporate to develop successful strategies for acquisition of new EPC customers and end users
• Interact with all levels of target EPC customers and end users (sales, engineering, project management, executive management etc.)
• Develop and maintain project pipeline using CRM Ensure required task are completed and company objectives met
• Create and conduct effective proposal presentations - Established Sales Management systems (SAP) in very short time which was instrumental in maintaining Sales Data
• Established representatives in countries in various regions like MEA, Indian Subcontinent, SEA, Asia Pacific, Central Asia and Caspian Region and devising suitable country specific market strategies
• Established local presence in above mentioned market by recruiting local people
• Mentoring and grooming sales people both direct & indirect for correct assessment of regional sales competencies
• Managing a team of Sales, Tendering & Estimation, Engineering and procurement team who were entrusted with responsibility of Sales, Marketing, Prospect identification, Pre-Qualifications, Bid/No Bid decision, timely and correct submission of Bids
• Played key role in diversifying product offering by adding products like Air Compressors, Filters, Component Repair, and Pulsation Studies to product portfolio of company
• Performing detailed Risk Management before award of each project
• Working closely with group legal team in order to ensure that Contracts awarded are in line with group policies and procedures.
• Major Highlights
• 1. Secured first MOPU & Largest EPC job for WASCO in ME
• 2. Secured the largest EPC Contract (USD 127M) to supply FPSO topsides to Yinson.
• 3. Achieved USD 350M in order backlog, highest in WASCO's history. Secured first Industrial substation project.
• 4. Was Instrumental in reinstating Full Ariel Packager status after 6 years.
• 5. Won Service Contract worth USD 20M to maintain and operate all Compression sites of Basrah Gas Company in Iraq.
• 6. Secured first EPC job in Nigeria.

• Solutions Handled - Upgrade and Revamp of Compressors, Engines & Turbines - Products handled Compressed air Valves, Packing Rings, Piston Rods, Cylinder lining, MC&S products like Hydro COM & Recip COM, Services related to overhauling of above parts and complete compressors
• Handling complete overhauls and services (short term and long- term contracts) for Turbines related jobs
• For Engines, dealing with both parts and services - Job involves extensive travelling to above mentioned countries on weekly basis
• Establishing corporate goals, short term and long-term budgets and developing business plans for achievement of these goals
• Identifying new business opportunities for growth in above mentioned countries
• Training sales team on Consultative Selling techniques and Solution selling
• Conducting competitor analysis by keeping abreast of market trends so as to achieve market share metrics
• Maintaining data of sales operations for further use by top management for critical decision making
• Assisting in identifying new products that can cater to same industries
• Networking with financially strong and reliable dealers and channel partners, resulting in deeper market penetration and reach
• Forecasting periodic sales targets & driving sales initiatives so as to achieve business goals & monitor activities of front-line sales team
• Analyzing business potential and implementing plans to drive sales, supplement turnover and achieve desired targets
• Monitoring competitor activities and devising effective counter measures
• Conceptualizing & implementing publicity & corporate communication strategies for product lines, corporate image, etc.
• To build consumer preference & achieve organizational targets
• Formulating marketing budgets, calendar and ensuring adherence to planned expenses.
• Reviewing market movement on regular basis & refurbishing plans if necessary with a view to optimize returns
• Ensuring maximum brand visibility and capture optimum market shares
• Developing marketing strategies for brands considering target customers, product segmentation etc.
• Providing right platforms at right time and right place to brands handled
• Assessing customer feedback, evaluating areas of improvements for evolving newer growth patterns of brand
• Maintaining excellent professional relations with clients to generate avenues for additional business
• Leading, training & motivating teams ensuring their career development and positively contributing towards Company
• Creating and maintaining healthy environment within organization
• Contract management including proposal development risk management and mitigation, specification compliance, scope development, transactional pricing, customer negotiations customer communications and issue resolution
• Major Highlights
• 1. Major Territories Handled: Qatar, Bahrain, Jordan, Lebanon, Iraq, Syria, Sudan, and Ethiopia - Sold first HydroCOM (Step less Capacity Control System for Reciprocating Compressors in MEA region to BAPCO
• 2. Got first Engine overhaul job in MEA area for company
• 3. Sold first Wellhead Compressor in region in Jordan - Upgraded old metallic valve design to latest non- metallic valves and also upgraded stuffing boxes with new BCD ring design from existing standard rings through road shows, marketing promotions and effective selling
• 4. Added new services such as conversion of fixed speed screw compressors to variable speed compressors, marketed coolant & Compressed air piping, servicing & overhauling of screw air compressors (all makes).
• 5. Initially recruited only for Qatar, but after looking at my performance was given charge of other countries as well

• Sr. Sales Engineer - Oct 2003 - Apr 2005
• Trainee Sales Engineer - Jul 2002 - Oct 2003
• Major Equipment Handled: Screw (Electrical, Diesel, Air, Gas and High Pressure), Centrifugal Compressors along with associated accessories like Dryers, filters and receivers etc.
• Played major role in retaining and enhancing customer satisfaction and strengthening company's brand.
• Significantly contributed in managing projects like refineries, power, and steel along with consultants like EIL, Macon, DCL, etc. Successfully achieved recorded sales of INR 29.5 Crores in U.P Shouldered responsibility of selling concept of Natural Gas Engine Driven Air Compressors in Firozabad belt
• Efficiently sold total of 16 compressor packages worth INR 4.5 Crores Assisted in developing market for KPCL Screw Compressors Contributed in becoming preferred compressor suppliers to most of N2 plant manufacturers in assigned region Successfully got business of approx. INR 7-8 Crores in 2004 1-month training in Pune Factory.