Lawrence Dsouza

• Successfully created and managed a beauty division, aligning strategies with management directives to enhance market presence
• Listed and activated key global beauty brand principals, establishing strong partnerships and maximizing account activation
• Led initiatives that resulted in new projects and brand acquisitions, consistently exceeding sales targets
• Supervised operations focusing on commercial viability, ensuring profitability through effective management of imports/exports, distribution, and procurement
• Developed strategies to expand international business, managing supply chains and leading cross-functional teams to drive project success
• Responsible for P&L, implementing measures to enhance profitability and drive sustainable growth
• Ensured efficient operations by developing strategic and operational goals, optimizing resources, and managing budgets effectively
• Recruited, trained, and managed staff, fostering a high-performance culture and enhancing team capabilities

• Business development
• Manage the Trade A&P Budget
• Launched new products successfully by collaborating with cross-functional teams and executing comprehensive go-to-market plans.
• Acquiring and listing of new Brands
• Expanded market share with targeted sales initiatives and strategic partnerships.
• Manage Division P&L
• Negotiated contracts with major clients, securing long-term partnerships that generated significant revenue streams.

• Distributor ManagementDeveloped and maintained strong relationships with distributors in the UAE.
  Ensured alignment with the company’s strategic goals and objectives.
  
• Go-to-Market Strategy
  Formulated and implemented effective go-to-market strategies tailored for different segments:Modern Trade
  Traditional Trade
  Perfumery
  Wholesale Trade
  
• Promotional PlanningPlanned and oversaw the implementation of promotions.
  Ensured participation in key calendar events and activities within distribution channels.
  
• Sales AnalysisAnalyzed sell-out reports to assess performance and market trends.
  Developed strategies to increase market share and drive sales growth.
  
• Budget ManagementMaintained and optimized marketing spends.
  Identified opportunities to reduce costs while maximizing sales.
  
• Field Visits and TrainingConducted regular field visits with distributor sales teams.
  Provided training on product placements and promotional strategies.
  
• Reconciliation and ReportingPerformed regular reconciliations with distributors regarding Advertising & Promotion (A&P) spends.
  Tracked sales performance by category, brand, and SKU.
  
• Market IntelligenceMonitored competitor activities and market dynamics.
  Used insights to refine strategies and improve market positioning.
  
• CollaborationCollaborated with internal teams (e.g., sales, marketing, supply chain) to ensure seamless execution of trade marketing initiatives.
  

Company Overview: Manufacturers & Distributors for leading perfume brands in UAE: Sapil, Alta Moda, Shirley May, Distributors in UAE for Milton Lloyd, Oudh Al Anfar, Synaa, Karis Skincare & Deborah cosmetics

• Strategic PlanningAssisted the General Manager in defining the annual strategic plan for the division.
  Prepared and managed yearly budgets, ensuring monthly implementation.
  
• Supplier Collaboration
  Collaborated with the General Manager in strategic meetings with suppliers to negotiate commercial terms, including:Margins
  Advertising and promotional expenses
  Exclusivity agreements
  
• Business Development
  Drove business growth across UAE markets, including:Modern Trade
  Traditional Trade
  Pharmacy
  Wholesale
  Self-Service stores
  Led negotiations and finalized Annual Business Development Agreements (BDA) with relevant stores.
  
• Operational ManagementOversaw stock aging management and ensured effective receivables management.
  Coordinated with Brand Managers and the Marketing Department to align the yearly market plan with the supplier’s calendar.
  Collaborated with the Marketing Manager to develop and supervise the annual marketing calendar.
  Provided recommendations on marketing mix strategies and supported new openings for seamless execution.
  
• Sales & Market AnalysisTracked daily sales performance against monthly and yearly targets, implementing corrective actions as needed.
  Monitored and analyzed market trends and competitor activities, providing actionable insights and strategic recommendations.
  Supplied the General Manager with detailed quantitative and qualitative reports based on market studies.
  
• Inventory & Stock ManagementReviewed stock levels with the Stock Control team and General Manager, implementing actions to optimize inventory.
  Ensured proper execution of the purchase plan and adherence to ordering and sales procedures by team members.
  
• Customer Service & Sales StrategyEnsured the highest level of customer service through effective sales plans, coordinated implementation, and consistent follow-up.
  
• Team Leadership & DevelopmentParticipated in the recruitment process for Sales Executives, Merchandisers, and Perfume Promoters.
  Managed, engaged, and guided the team by setting clear objectives and budgets, ensuring successful achievement.
  Coached and trained team members, formalizing and tracking their Individual Development Plans in collaboration with HR.
  Identified and nurtured talent within the team, ensuring their proper development and recognition.
  

Company Overview: Distributors for Rasasi Perfumes

• Distribution in all Modern Trade /Traditional Trade and whole sale channel
• Increase market share in the perfume category.(Male & Female)
• Reduce overall market spends
• Created a channel wise team with proper focus which resulted in increase in Sales by almost 30%
• Got Rasasi to number 2 position from number 5 in Carrefour (as per Data sharing analysis)
• Reduced the wholesale contribution and increased the distribution universe
• Switched from store rentals to BDA display percentage which helped in creating a healthy P&L

Company Overview: Categories – Beauty, Fragrance, Toiletries, Make up & Bath care Representing Global FMCG Brands: Adidas, Jovan, Playboy, Pierre Cardin, David Beckham, Celine Dion, Sally Hansen & Cutex

• Business Development in UAE for Key Accounts, Modern Trade, Traditional trade (supermarkets) & activation of new stores (Self Service) – Delivery of targets, goals, objectives & ensure timely collections
• Negotiation of annual BDA (business development agreements) to assigned stores Drive customer engagement at Head Office level & implement at store level
• Ensure the timely and effective implementation of agreed category display initiatives through Head Office agreements Champion the implementation of key projects & launches
• Track calendar activity implementation to assigned accounts Co-develop new customer activation to increase distribution and market share
• Range management activation to maximize sales as per account including listing and promotions Managing BTL Trade Budgets within specified frame work
• Periodic update of account score card to analyze and take corrective action dentifying the Gaps by accounts and Analyse monthly/quarterly To prepare monthly Target and key account promotional plan based on brand strategy
• Periodic updates of route plan for Merchandisers & Sales Team to maximize Team Dynamics
• Ensure timely collection of receivables & action Bad Debts
• Business Growth of 33% YTD vs 2014 Increase in Market share in the Body Spray Category by 6% due to weighted increased distribution
• Increased the visibility share on shelf in Lulu group by 16 % & 20 % in the body spray, EDT category in line with the sellout share
• Successfully launched Adidas Climacool in March 2015 across all EMKE/Al Maya/Choithram and traditional trade in a record 14 days in terms of listing, availability on shelf, increase in visibility and placement at eye level Closed the EMKE BDA 2015 with a marginal increase in the back margin, but secured an increase in the number of Perfume promoters and confirmation in the number of promotional activities with a number of booklet inserts
• Independently activated the Pharmacy channel petrol stations & ship chandelling channel

• Managing UAE key Accounts- Planning & Strategy and leading a team of 6 key account executives and 1 merchandising supervisor
• Key resource for managing companies major accounts contributing 70% revenues like Carrefour and EMKE Group
• Identifying appropriate sales opportunities for key accounts and communicating to the management
• Devising the strategies to Improve market share of the brands basis competitor analysis for key accounts and new briefs
• Extensive understanding of planning the brand spends with ROI
• Evaluating the spends and tracking GH as per Key account agreement
• Ideated and developed score card and DSR for sales team
• Negotiating and signing yearly key accounts agreement with Department Manager
• Recruiting and Training of Sales Staff, Merchandising team and promoters

Company Overview: Distributor for perfumes, Toiletries, Hair care, Skincare & Makeup (L’Oreal & Coty)

• Responsible for Handling Accounts with respect to Product listings, Sales, Displays and Promotions
• Launching of new brands in assigned Accounts in a phased manner
• Category management in the Mass and the Mastige segment for fragrances
• Key account meetings to review, formulate and plan business development activities
• Negotiating secondary displays in line with standards set by the management
• Assisting the Department Manager in Forecasting and suggesting promotions on ageing stocks