Irina Armanu
Sales Manager, FMCG Operations
Dubai
Summary
Results-oriented Sales Manager with extensive experience in FMCG, Hospitality, and Corporate Sales and over 14 years of diversified expertise with a proven track record in Key Accounts Management, Sales Operations & Distribution Management. Detail-oriented team player with a strategic and analytical approach to solving problems, bringing in customers and accomplishing revenue targets.
Overview
14
14
years of professional experience
9
9
years of post-secondary education
3
3
Languages
Work History
Territory Sales Manager
Orhei - Vit
05.2023 - Current
- Serviced 200 customer accounts while devoting significant energy to prospecting new leads with 90% conversion rate.
- Targeted prospects in other territories through careful research of competitor products, services, and trends.
- Monitored customer buying trends, market conditions, and competitor actions to adjust strategies and achieve sales goals.
- Communicated regularly with territory, regional, and strategic managers for daily support and strategic planning for accounts.
- Coached sales associates in product specifications, sales incentives, and selling techniques, significantly increasing customer satisfaction ratings.
- Worked diligently to resolve unique and recurring complaints, promoting loyalty, and enhancing operations.
- Directed sales support staff in administrative tasks to help sales reps' close deals.
- Motivated and mentored over 15 sales employees to enhance presentation, negotiation and customer relations abilities.
- Evaluated costs against expected market price points and set structures to achieve profit targets.
SALES MANAGER FMCG UAE
RAIBAL HOLDING
05.2021 - 03.2023
- Strategically developed and executed market penetration plans, optimizing brand positioning and distribution channels
- Streamlined Sales Operations to support brand performance and align with corporate goals.
- Cultivated robust client relationships, delivering tailored solutions to enhance loyalty and drive sales growth
- Led sales team to achieve annual revenue targets through effective goal-setting and performance management
- Attained sales objectives by implementing precise KPIs, budget controls, and strategic marketing initiatives
- Coordinated timely rollouts of E-Commerce promotional campaigns to maximize online presence and sales
- Overseeing imports and overall distribution operations
- Orchestrated new product introduction, from strategy development to market launch
- Fostered interdepartmental collaboration with Production, HR, Marketing, Logistics, and Legal to ensure smooth operations.
- Represented company and its brands and events and exhibitions, enhancing corporate visibility and networking opportunities.
DUBAI & NORTHERN EMIRATES ACCOUNT MANAGER SA (HORECA/ON-TRADE)
DUBAI REFRESHMENT PJSC (Pepsi-Co Bottler)
03.2015 - 05.2021
- Managed & serviced 150+ Key Accounts within Dubai & Northern Emirates (Hotels & Hotel Chains, Airlines, Leisure Clubs, Catering Companies).
- Negotiated and signed accounts, with contracts up to (AED) 6MM throughout entire area.
- Involved in big accounts renewal negotiations, such as IKEA, EMMAR Hospitality & FLY Dubai.
- Increased 2019 sales by 6% versus target & + 12% versus 2018
- Planned & reached sales targets by customer/ by pack–line, across all accounts.
- Maintained & Increased Key Account's P&L ROI and Profitability
- Supported Budget Development and Forecasted Sales by month, by Market Seasonality.
- Introduced new product lines along with Brand Ambassador to increase sales and Brand Awareness.
- Approved client's marketing activities within allocated MK funds and correct use of Pepsi Logo.
- Increased Market Share by 70% as well as Pepsi's Presence/Visibility within assigned territory.
- Led, and coached other members of team, close work, and collaboration.
- Presented Quarterly business reviews to high-level Management.
- Involved in day-to-day Operations, close work with PALD, Finance, Marketing and Project Departments.
- Kept close eye on competitor's activities and ensured to be prepared and responded with Action Plan.
KEY ACCOUNT MANAGER (TRAVEL & HOSPITALITY)
BK GROUP HOLDINGS- LAMA TOURS
05.2013 - 02.2015
- Identified leads by cold calling prospective corporate clients to secure minimum of but not limited to face-to-face new business meetings.
- Followed up on all incoming points, determined best way of establishing contact with client to identify their needs, and presented appropriate corporate solution.
- Prepared and gave pipeline and SR reports to Sales Manager weekly.
- Discussed specific client needs or contractual arrangements with Corporate Sales Manager before signing off by client
- Provided input regarding pricing aligned with market conditions, by cooperating with other departments.
- Participated in public relations activities and community events in liaison with PR Team to ensure contacts were made, providing good exposure to company.
ASSISTANT STORE MANAGER (RETAIL)
TOMMY HILFIGER (APPAREL GROUP)
09.2012 - 05.2013
- Monitored cash register operations, sales & monetary transactions, opening & closure procedures
- Assisted Brand Manager in business plan implementation and ordering collections and stock
- Responsible for all aspects of Store's operations: Customer service, Sales, Merchandising, Team Management, Inventory, and Reporting according to Company regulation.
- Maximized Outlet profitability and sales through efficient Staff training, collections' merchandising, etc.
- Settled store for Harper's Bazaar Tommy Hilfiger Fashion Show (October 2012)
- Verified inventory counts remained within monthly tolerance levels and compiled financial data in compliance with budget.
OPERATIONS MANAGER (TRAVEL & LEISURE)
INTERNATIONAL TRAVEL NETWORK
02.2011 - 08.2012
- Managed all aspects of travel operations including reservations, ticketing, travel coordination, and customer support.
- Overall control over day-to-day operations
- Assisted operations teams in addressing customer feedback and vendor management issues
- Promoted business, existing to new or niche markets
- Booked domestic and international reservations for air travel, hotel, and car rental
- Involved in familiarization on visits to new destinations to gain information on issues and amenities of interest to clients
- Monitored and sorted global distribution system (GDS)queues to maintain quality control
- Managed budgets and maintained statistics/financial records
- Cooperated with travel partners, including airlines and hotels, to manage bookings and schedule in advance.
GUEST RELATIONSHIP REPRESENTATIVE (HOSPITALITY)
THE FAIRMONT JASPER PARK LODGE
04.2010 - 05.2011
- Guided customers and provided information about hotel property
- Arranged or gave advice on transportation, business services, or entertainment, as well as monitoring guest requests for housekeeping and maintenance
- Provided information about local features such as shopping, dining, nightlife, and recreational destinations
- Handled unusual requests as searching for hard-to-find items
- Interacted with personnel from other departments within hotel.
- Developed and maintained positive customer relations and coordinated with team members to properly handle requests and questions.
Education
Hospitality Administration And Management
English Bay College - Internship Gold Program
Vancouver, Canada 01.2010 - 01.2011
BBA - Business Administration And Management
Academy of Economics
Chisinau, Moldova 09.2004 - 06.2008
High School Diploma -
High School ''Mihai Eminescu''
Cimislia, Moldova 09.2004 - 06.2008
Skills
Client Relationship Management
Training
- SPIN by Huthwaite International, UAE, Dubai, 2019
- PepsiCo Trainings, UAE, Dubai, (Advanced Negotiation, Handling Difficult People Winning of New Accounts, Customer Management) 2015-2019
- Corporate Trainings UAE, (Effective negotiations, Training for trainers, Project management, Bases of marketing) 2011- 2014
Timeline
Territory Sales Manager
Orhei - Vit
05.2023 - Current
SALES MANAGER FMCG UAE
RAIBAL HOLDING
05.2021 - 03.2023
DUBAI & NORTHERN EMIRATES ACCOUNT MANAGER SA (HORECA/ON-TRADE)
DUBAI REFRESHMENT PJSC (Pepsi-Co Bottler)
03.2015 - 05.2021
KEY ACCOUNT MANAGER (TRAVEL & HOSPITALITY)
BK GROUP HOLDINGS- LAMA TOURS
05.2013 - 02.2015
ASSISTANT STORE MANAGER (RETAIL)
TOMMY HILFIGER (APPAREL GROUP)
09.2012 - 05.2013
OPERATIONS MANAGER (TRAVEL & LEISURE)
INTERNATIONAL TRAVEL NETWORK
02.2011 - 08.2012
GUEST RELATIONSHIP REPRESENTATIVE (HOSPITALITY)
THE FAIRMONT JASPER PARK LODGE
04.2010 - 05.2011
Hospitality Administration And Management
English Bay College - Internship Gold Program
01.2010 - 01.2011
BBA - Business Administration And Management
Academy of Economics
09.2004 - 06.2008
High School Diploma -
High School ''Mihai Eminescu''
09.2004 - 06.2008
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