Shiju Vengattu

Signify, formerly Philips Lighting, is the leading global brand in lighting. As the Commercial Leader (TRADE), my accomplishments include:

• Rated as the “Exceptional Performer for the year 2019.
• Developed and implemented commercial strategies according to company goals and objectives, aiming to accelerate growth according to frequent market research and analysis to create detailed business plans on commercial opportunities (expansion, business development etc.)
• Managed P&L management of distribution channel business for Philips Lighting in the Middle East Region via Distributors in UAE, Qatar, Oman, Bahrain, Kuwait, Jordan, Lebanon, Yemen, Iraq & Palestine.
• Increased sales growth (11%) in 2022 vs 2021 and improved channel profitability with better utilization of resources.
• Define & execute GOTO Market strategy for multiple brands from Signify. Devise, roll out & deploy Commercial policy with partners focusing on AOP, Rebate schemes, Loyalty schemes, and Joint Marketing plans focusing on mutual growth objectives.
• Head the Multi Brand Strategy for Signify house of brands – New Brand introduced Ecolink, Cooper Lighting solutions. Been the front runner for new Brand launches in addition to the Philips business - Ecolink, which is now a USD 2m business for Signify.
• Launched the brand Revolve by Cooper Lighting Solutions.> Collaborate with, coordinate and train diverse marketing, sales and customer service teams.
• Total Business being managed is over USD 20m annually in the Distribution Segment.
  

Key responsibilities include sales team management, periodic sell-in management, stock replenishment, distributor stock sell-out reviews, sales incentive programs, stock liquidation activities, competitor benchmarking, new stockiest dealer poaching, distributor and dealer product training programs, service improvement, sales forecasting, profitability management, new product development, payments, commercial policy and rebate programs for Distributors.

Philips is the leading global brand in lighting. As the Channel marketing manager (2017-2022), my achievements include:

• Rated as the “Exceptional Performer for the year 2016 & 2017.
• Led the complete 360 deg launch of a new Brand - Ecolink within the region from product selection, product certifications, brand launches, partner appointments, Marcomm materials, digital marketing, packaging design, and supply chain flow till partner sales incentive programs to the re-sellers.
• Evaluating and improving existing channel marketing strategies, developing new channel marketing strategies, and implementing marketing plans.
• Responsible for reviewing the stockiest distributor stocks and sell-out actions to enable a smooth flow of products in the market.
• Implement BTL activities to promote visibility and sell-out and roll out sales incentive programs to increase sell-out of distributor inventory.
• Analyzing market data, trends, consumer preferences, and competitor behaviour to optimize marketing strategies. Targeting specific channels to promote products and services using digital marketing, social media platforms, emails, website content, and SEO strategies. By determining which platforms to advertise on and adapting campaigns accordingly.
• Successfully implemented “Sales Merchandising Program” for Middle East market with focus on increasing traction from reseller market.
• Collaborate with, coordinate and train diverse marketing, sales and customer service teams and encourage the company's growth and success.
• Other responsibilities include new brand launches, products launch, competition benchmarking and implementation of commercial policy, forecasts, and training programs for distributors & dealer sales associates.

As the Key account manager (2013-2017), my accountabilities involved:

• Responsible for distribution and Sales of Philips Lighting Products in UAE & Oman territory.
• Increased the re-sellers for Philips products by poaching new customers from the competition, which led to a growth of USD 2.5m in sales.
• Appointment and management of 2 new distributors in the Oman region led to the sustainable development of USD 3m / year.
• Re-developed new export markets for unique lamps contributing to the growth of the Trade Channel.
• End user retrofit business with prestigious clients & FM companies and formation of Long Term contracts.

Dubai Cable Company (“Ducab”) is one of the UAE's largest manufacturing businesses and is a global leader in the development, design, manufacture, marketing and distribution of copper and aluminium wire and cable products. As the Head of Distribution (UAE), my accomplishments include:

• Awarded as the best employee award for two consecutive year.
• Managed the UAE Distribution business for dealers and projects with annual sales of AED 600m.
• Been the front runner for new Brand launches of flexible cables - "Duflex" within its product offerings to start from USD 2m to have a sale over USD 10m.
• Directed the distributor project sales team to poach medium sized electromechanical projects via MEP contractor to grow the indirect project business to over AED 150m.
• Handled the key projects for the Dubai region via LTA MEP contractors. Key Projects handled include DUBAI METRO, BURJ KHALIFA ,Concurse 3 Airport Project, DWTC Airport, CLEVLAND Clinic, New York University, Dubai Marina Mall, Sufouh Tram, FEWA substations, Fujairah City Center etc.
• Ensure developing and executing strategic plan to achieve sales targets and expand our customer base.

Direct Management of power cables supply to various prestigious projects through contractors in the Dubai Region.

• Built Pipeline via cold calling, consultant approvals and relationship management with all stake holders to win major projects in the country. Annual Business valued at AED 200m.
• Key Projects Include Dubai Metro, Dubai Airport Concourse 3, Dubai Metro, Burj Khalifa, Marina Mall, Cleveland Clinic, New York University, DWTC Airport, FEWA substations, Sufouh Tram etc.

Assisted in the management of UAE Distribution business and projects.

• Co-ordination with Distributor Projects Team in negotiation of project business with electromechanical MEP contractors and MEP consultants in UAE.
• Responsible for specification and project approvals for projects executed via Distributors.