Dixon Serrao
Dubai,UAE
Summary
Results-driven Sales Consultant with 15+ years of experience in luxury wine and spirits retail. Proven track record of achieving 110%–130% sales targets, increasing revenue through upselling, and delivering premium service to VIP clientele. Experienced in representing global brands like The Macallan and Le Clos, with strong expertise in customer engagement and high-value sales.
Overview
15
15
years of professional experience
1
1
Certification
Work history
The Boutique Consultant – The Macallan
Maritime & Mercantile International (MMI)
Dubai, UAE
2019.06 - 2025.09
- Achieved 110%–130% of yearly sales targets consistently in a luxury retail environment
- Increased average transaction value by 25%+ through strategic upselling of premium whisky
- Built and maintained 80+ repeat VIP customers, driving long-term revenue growth
- Delivered personalized service to high-net-worth clients, enhancing brand loyalty
- Attended 50+ whisky tastings annually to improve customer engagement and conversions
- Maintained 100% accuracy in stock control and inventory management
- Strengthened brand recognition through effective storytelling and product expertise
- Identified customer needs and converted them into high-value sales opportunities
Wine & Spirits Consultant – Le Clos
Maritime & Mercantile International (MMI)
Dubai, UAE
2013.01 - 2019.05
- Managed complete customer purchase lifecycle, from consultation to final sale and delivery
- Handled 30+ international customers daily, including VIP clientele
- Achieved consistent sales performance above 100% targets
- Increased premium product sales by 20%+ through upselling techniques
- Independently managed store operations in absence of Duty Manager
- Ensured zero stock discrepancies through effective inventory management
- Maintained high standards of visual merchandising and product display
Administrative Assistant
Maritime & Mercantile International (MMI)
Dubai, UAE
2010.09 - 2012.12
- Processed and verified 150+ license applications daily, ensuring compliance with regulatory requirements
- Maintained 100% accuracy in data entry and documentation within internal systems
- Coordinated with CID (Dubai Police) to process and approve customer licenses efficiently
- Managed dispatch and delivery of processed licenses to multiple locations across Dubai
- Handled 30+ customer queries daily via phone and email, ensuring timely resolution
- Communicated and coordinated with all MMI retail outlets across Dubai
- Maintained, updated, and modified MRMS system records with high accuracy
- Managed confidential records and files with strict data security compliance
- Oversaw office inventory, ensuring 100% availability of supplies without disruption
Education
Bachelor of Computer Applications (BCA) - Computer science
St. Philomena’s College
IndiaSkills
- Sales & Revenue Growth
- Luxury Wine & Spirits Sales
- VIP Client Relationship Management
- Upselling & Cross-Selling
- Brand Representation & Promotion
- Customer Experience Excellence
- Inventory & Stock Control
- Negotiation & Closing Skills
Accomplishments
- Drove exceptional revenue growth, achieving AED3.1M in sales against a AED1.5M target (+106% above goal) during 2020–2021, securing position as a top sales performer
- Awarded 6+ international brand incentive trips across Europe for outstanding sales performance
- Winner – Stellenrust Wine Incentive (2013)
- Winner – Gérard Bertrand Wine Incentive (France, 2016 & 2017)
- Winner – Chapoutier Wine Incentive (France, 2016)
- Winner – Zonin Wine Incentive (Italy, 2018)
- Winner – The Macallan Incentive Trip (Scotland, 2019)
- Winner – Highland Park Incentive (2021)
Certification
- WSET Level 1 – Distinction
- WSET Level 2 – Merit
- Diploma in Single Malt Whisky – Edinburgh Whisky Academy Scotland
- Pursuing WSET Level 3
Additional Information
- Languages: English, Hindi, Kannada, Konkani
- Nationality: Indian
- UAE Driving License: Yes
- Availability: Immediate
Timeline
The Boutique Consultant – The Macallan
Maritime & Mercantile International (MMI)
2019.06 - 2025.09
Wine & Spirits Consultant – Le Clos
Maritime & Mercantile International (MMI)
2013.01 - 2019.05
Administrative Assistant
Maritime & Mercantile International (MMI)
2010.09 - 2012.12
Bachelor of Computer Applications (BCA) - Computer science
St. Philomena’s College