Krishna Kumar
Sales Manager UAE - Modern Trade
Summary
- To explore challenging and multitasking sales position in a dynamic organization that capitalizes on my strong leadership and analytical skills to achieve company objectives. Focused Sales Manager committed to motivating others and offering extensive knowledge penetrating new territories and promoting product lines. Highly effective mentor driven to assess individual and group performance to implement improvements and set goals. Determined individual with background in establishing and nurturing lucrative partnerships.
Overview
24
24
years of professional experience
1
1
Certification
1
1
Language
Work History
SALES MANAGER
United Foods Company PJSC
10.2019 - Current
- United foods company is into Manufacturing and Distribution of Cooking Oils,
- Ghee, Butter, Margarine - Trading and Exclusive Distribution of Sriracha Sauces, Abevia Evaporated milk,
- Prime valley can foods, Mondelez and Nestle Ice cream, Mumtaz Frozen paneer and Veg categories
- (Manufacturing Brands – Aseel, Nawar, Super sun, Safi, Mumtaz) - (Trading Brands–Abevia, Oreo, Cadbury, Kit Kat, Alfa, Della terra, Prime valley, Deep fresh Nonfood)
- Directly reporting to National Sales Manager
- Key Responsibilities - Responsible for the overall channel performance of Food and Nonfood
- Direct reports – 22 (Area Managers, Sales supervisors, Sales executives, C4
- Merchandisers) - Establishing Sales objectives by creating a sales plan and customer business plans in collaboration with the Marketing team and also principals
- Managing Key accounts (Head office and stores) – CRF, Lulu, All coops,
- Spinneys Choitrams, Al Maya
- Nesto, Passons, Talal, Regency, Madina, and other top SS groups and Conduct Business review meetings, - Negotiating terms of trade (BDA)and ensuring terms of trade and visibility are achieved
- Maintaining and expanding customer base, rapport with customers, identifying new customer opportunities
- Develop and Implement Joint business plans with customers/team to achieve
- Target Sales Value/Volume, share growth and in store fundamentals, - Analyze and provide recommendations/action plans (Market share, distribution,
- Competitors, Scan data) with principals and management - Plan and develop Group and Store level growth strategy and implementation
- Execution of all BTL marketing activities in line with principal budgets and marketing plans
- Conduct periodical meetings (Internal and external) and reporting
- Coordinate with Category managers and principle for trading brands for all marketing and distribution activities
- Engaging merchandising team behind the annual NSV growth and coverage plans, ensuring meaningful translation of targets, including efficient and effective route planning
- Conducting market research analysis, analyzing competitors trends using analytical tools and integrate various data systems to develop new category insights
- Annual/monthly rolling forecasting and coordinate with Supply chain and make sure all Routes are operational
- Maintaining strong fiscal discipline, ensuring collections are received and reconciled within stipulated time.
SALES/BRAND MANAGER
Al Rashideen Distribution and Trading LLC
04.2015 - 09.2019
- Exclusive distributors of Fromageries BEL, Leisure oil and condiments, Ocean spray beverages and Dry foods) - (Brands - Kiri, Lavachequirit, Lesieur, and Ocean Spray.) - (Product assortments – Processed cheese Portions, Triangles, Tubs, Jars, Snacks,
- Slices, Labneh, Deli counter cheese) cooking oil and condiments, beverages, and packed crasins)
- Directly reporting to Head of Sales - Consumer Division
- Key Responsibilities - Principal Negotiation, Communication and Annual Forecasting
- Manage and liaise Trade budget with Principals and execution
- Managing all channels (Head office and stores) (MT, GT) - Manage and plan all trade spends and Debit notes with the principal, - Prepare Market Promotions plans, BDA negotiations, Business review meetings - Develop and Implement Joint business plans with customers to achieve Target
- Sales Value/Volume, share growth and in store fundamentals, - Managing Sales and Merchandising team (Area Managers, Supervisors, Sales
- Reps, Merchandisers, Sales coordinators) - Analyze and provide recommendations/action plans (Market share, distribution,
- Competitors, Scan data) with principals and management - Plan and develop Group and Store level growth strategy and implementation
- Execution of all BTL marketing activities in line with principal budgets and marketing plans
- Conduct periodical meetings (Internal and external) and reporting.
SALES MANAGER
Emporium Foods, Landmark Group UAE
06.2013 - 04.2015
- Brands – Iceland Frozen foods UK, Al Arabia Frozen foods Qatar.)
- Directly reporting to International Division Head
- Key Responsibilities - Develop Food division with a team (Area Managers, Sales Reps, Merchandisers,
- Drivers and Helpers, Logistic supervisor) in all channels (MT, GT) - Preparation of targets, budgets and forecasting
- Launches and listing of Iceland range of frozen products in UAE
- Assigning sales target and motivating the front-line sales team to achieve monthly/Yearly budgets and targets
- Designing Sales Strategy with the Principles and execution
- Planning/implementing consumer/trade promotions in coordination with
- Principles and align with the Modern trade yearly promotion calendar
- Responsible for Trade marketing investments and Listing grids
- Negotiate Trade agreements with the top customers and support the team for implementation
- Implementation of all BTL Marketing activities.
REGIONAL SALES MANAGER
Arla Foods, U.A
02.2002 - 06.2013
- (Brands- Lurpak Butter, Puck cheese and cream, The Three cows Feta and mozzarella, Aria Organic milk’) - (Product assortments – Butter cubes, Butter soft, Jars, Tubs, Feta cheese,
- Shredded mozzarella cheese, Slices, Camembert, Blue cheese, Whipping cream, sterilized cream, Cooking cream, Labneh, Deli counter cheese, Organic milk)
- Directly reporting to Business Unit Manager
- Key Responsibilities - Manage MT and GT Channels with a team of 36 staff (Supervisors, Van
- Salesmen, Credit Sales Reps, Merchandisers, Drivers and Helpers)
- Assigning sales target and motivating the front-line sales team to achieve monthly/Yearly budgets and targets
- Responsible for Weighted and Numerical distribution of Arla products in the assigned Routes/Area - Product launches and placement (POP) in coordination with the Marketing dept
- Planning/implementing consumer/trade promotions
- Negotiate with the Trade and make BDAs, Trade agreements with the top customers and support the team for implementation
- Maximizing the display space and ensuring the availability of full range of Arla products in all channels
- Implementation of all BTL Marketing activities in assigned area
- Manage Annual/monthly rental budgets activation and implementation
- Support BUM on preparing Quarterly forecasting and Annual budgeting process
- Monitoring credit recoveries and credit control
- Conduct periodical sales meetings with the team
- Generate reports to Management (monthly Progress reports, Trade and Consumer
- Campaign reports, Sales Analysis reports)
- Support HR Dept
- In Admn related functions
- Support HR Dept
- In preparation of KPIs for the staff
- Support Transport and logistics functions in coordination with the partner.
ACCOUNTS SUPERVISOR
IFFCO - U.A.E
09.1998 - 02.2002
- Brands - Al Noor Oil, Hayat Oil, Tiffany Confectionary, Alfa Pasta and Al
- Baker Flour)
- Directly Reporting to Key accounts Manager- Dubai/Shj/NE - Responsible for Key Accounts Channel (Carrefour, Coops, Lulu, Safeer,
- Choitrams and Lals) Sales and Distribution in Dubai, Sharjah and Northern
- Emirates - Leading a team of 10 Sales reps and Merchandisers
- Availability and Visibility of ERCO products in the assigned Key account outlets
- Negotiate and sign BDAs, Trade Agreements with key customers and implement
- POP
- Planning and implementation of Consumer promotions in Key account outlets
- Generate Daily, Monthly sales Reports and Analysis
- Manage and control credit recoveries
- Support/Suggest Marketing dept
- In all ATL and BTL Activities
Education
Master’s - Business Administration
M.B.A - undefined
Siber Institute of Management, Shivaji University
Bachelor’s - science
B.Sc. - undefined
Kerala University
Skills
Operations
Sales processes
Business development and planning
Strategic planning
Sales operation
Account management
New Business Development
Territory Management
Affiliations
Seasoned FMCG Sales Professional with over 20 years of comprehensive
experience in developing Strategic Sales development plans in all Channels.
- Managed Categories – Dairy, Dry Commodities and Sauces, Can foods, Frozen,
Ice-cream, Beverages, Nonfood.
- Sound knowledge and Business relationship in UAE Modern and Traditional
Trade channels.
- Key Skills - Sales and Distribution, Distributor/Principal Management, Team
Management, Customer Management, Brand Management.
- Business systems and process, developing customer strategies.
- Highlights:
- High Experience in FMCG Modern and Traditional channels in UAE (Food and
Non-Food)
- RTM, Budgeting and commercial expertise.
- Expertise in Sales operations, Route to market, Category development,
Execution of Business plans, Agency relationships, Customer development
strategies.
- Strong team player with excellent man management, communication and
business networking skills in FMCG industry.
- Managed Multinational brands in UAE.
Accomplishments
- Collaborated with team of 20 Staff in the development of New Product launches in Modern trade channel.
- Used Microsoft Excel to develop inventory tracking spreadsheets.
Certification
Arla foods negotiation Training
Timeline
SALES MANAGER
United Foods Company PJSC
10.2019 - Current
SALES/BRAND MANAGER
Al Rashideen Distribution and Trading LLC
04.2015 - 09.2019
Arla foods negotiation Training
02-2014
SALES MANAGER
Emporium Foods, Landmark Group UAE
06.2013 - 04.2015
REGIONAL SALES MANAGER
Arla Foods, U.A
02.2002 - 06.2013
ACCOUNTS SUPERVISOR
IFFCO - U.A.E
09.1998 - 02.2002
Master’s - Business Administration
M.B.A - undefined
Siber Institute of Management, Shivaji University
Bachelor’s - science
B.Sc. - undefined
Kerala University