PERSONAL SUMMARY
A strategic thinker and result oriented sales and commercial leader with over 19 years of collective experience in Middle East, Europe and Asia pacific regional sales leadership roles. A combination of strong commercial acumen derived from multi industry and products business environment. An inquisitive learner with strong analytical skills and decisive implementor of strategies to enhance sustainable growth.
Areas of Expertise
Strategic Business Plan Technical sales Staff Training / lead by example
Executive Level Presentations B2B & B2C sales CRM Driven Sales Process
Quality Pipeline Development OEM Sales Distribution partner Management
Customer Relationship Management P&L Accountability Project Sales Management
Collaborative Contract Negotiation Marketing Strategy Market potential Analysis
? Commercial Director [APMEA]– Cordstrap Middle East JAFZA, Dubai [2017 – Till Date]
Cordstrap BV [Netherlands] Since 1965, Cordstrap is the world leader in manufacturing and supplying of innovative cargo protection products and solutions that ensures customer’s precious assets are secure on rail, sea, road and air. With three international manufacturing locations [including Middle East] and operations in over 50 countries worldwide, Cordstrap combines a powerful product suite [ Lashing, Strapping, Tools, Desiccants, Dunnage bags] with a collaborative approach and the best quality training, application expertise and legislative insights for our customers’ staff.
Key Accountabilities:
? Manage and drive Euro 10 million revenue and related field sales and marketing activities in APMEA region predominantly in ME, India, Malaysia, Thailand, Singapore.
? Deliver country sales financial objectives by realizing New Business and Repeat Business targets; forecasting requirements; assists in preparing annual budgets; scheduling expenditures; analyzing variances; initiating corrective actions.
? Accomplish human resource objectives by recruiting, selecting, orienting, training, assigning, scheduling, coaching and counseling 20 plus employees in assigned regions. Communicating job expectations; planning, monitoring, appraising. Reviewing job contributions; planning and reviewing compensation actions; enforcing policies and procedures.
? Facilitate the sharing of insight (market, Customer, industry) from the Team with relevant Cordstrap stakeholders to influence and shape best practice and enable delivery of business plans
? Enabling the delivery of business objectives by motivating and upskilling the team in line with Cordstrap competencies and the ONE Way of operating
? Achieve sales operational objectives by contributing country sales information and recommendations to strategic and tactical plans. Reviews; preparing and completing action plans; implementing productivity, quality, and customer-service standards; resolving problems; completing audits; identifying trends; implementing change.
? Maintains and expands customer base by counseling area sales managers; building and maintaining rapport with key customers; identifying new customer opportunities.
? Analyze the assigned market development to identify sales and new product opportunities, service level changes; surveying consumer needs and trends; tracking competitors.
? Drive performance by applying the appropriate leadership style, motivating team members for continuous improvement through hands-on coaching, consistent evaluations and positive feedback.
? Drive profitable growth at accounts and participate in joint calls with sales force on a regular and consistent basis.
? Drives the sales team to sell the right product for the right application, optimizing product-mix management and customer-mix management in line with strategic growth objectives.
? Provide guidance and guidelines on segment and transactional pricing to the sales team to maximize customer profitability.
? Works closely with S&OP to provide accurate sales forecasts to align Sales and Operations to determine and optimize inventory and service levels.
Key Achievements:
? Increased revenue by customer segmentation and acquisition of targeting potential industry segment customer accounts.
? Achieved a CAGR of 4%- from a base of Euro 8.3M in 2016.
? Control gross margin leakage through product segmentation and positioning.
? Achieved 200% of New business target in 2018-19.
? Improved sales operations by restructuring and optimizing field sales and inside sales force capabilities.
? Planned and executed marketing campaigns [Seminars and customer awareness training in Singapore, Malaysia, Dubai, Thailand] to create awareness and positioning of the brand.
? Improved sales pipeline conversion ratio to 25% from 10% prior years through persistent pipeline review, team training and targeting high potential customers and segments.
? Regional /Area Sales Manager [GCC +Levant]– Stanley Black And Decker, JAFZA, Dubai [2012 DEC – Jan 2017]
Stanley Black & Decker, Inc., formerly known as The Stanley Works, is a Fortune 500 American manufacturer of Industrial Hand Tools & Storages tools and household hardware and provider of security products and locks headquartered in New Britain, Connecticut.
Key Accountabilities:
? Review and action on critical information relating to business. Market size, Market share, key product category business (actual and potential), competitor activities, Market trends, Internal + and external sales performance review.
? Sales planning by quarter. Planning to involve detailed forecasts from key accounts/distributors
and to encompass planned promotions.
o Formulate and drive sales strategies and tactics for achieve $6M plus revenue in the assigned ME region.
o Commercial evaluation/feedback on transactional pricing.
? Structure and procedures for smooth and effective execution of sales programs and plans.
o Distribution and dealer management.
o Identifying distribution gaps and potential partners to address it.
o Lead and support the Key verticals team [06 nos] [internal] and distribution partner [External] sales team [15 plus].
? Performance comparison of actual and planned sales results, examination of reasons for Variance
and evaluation of need for plan revision.
o Conduct monthly review and analysis of sales
o Responsible for GSV/NSV and Gross margin (P&L) of assigned markets.
o Drive successful launch of NPI’s and roll out of quarterly and annual promotions developed with the marketing team.
o Ensure inventory at sales points in line with forecasted business levels and market plans.
o Recommendations to finance on exposure limits and credit periods to distribution. Assist finance in collections through planning with customer and communication with finance.
Key Internal and External stake holders
Business Head, Operations/Customer Service, Trade Marketing, S&OP Team, Key Vertical Specialists [Field sales], Quality & Service, Finance, Distribution partners and Customers.
Achievements & Award
? ‘WIN AWARD’ in 2014 for negotiating and securing bulk order for Professional hand tools thus ensuring growth.
? Achieved an YOY growth of 25 % on an average through distribution expansion and business development initiatives.
? Established new dealers for multi branded hand tools and storages in GCC markets and sub dealers through a UK based agent in levant.
? Trained appointed dealers and sales force to be aligned with the regional strategy in Middle east region.
? Regional Sales Manager – MEA, ITW Buildex [2008 April – 2012 Dec]
ITW Buildex is part of the world-wide Illinois Tool Works (ITW) group [Fortune 500 Company], who design and manufacture construction fasteners and components, equipment and consumable systems and a variety of specialty products and equipment for customers around the world.
ITW Buildex based in Melbourne Australia, with an on-site manufacturing plant producing hundreds of millions of self-drilling screws annually, from roll-forming to threading, alloy plating to head painting, including stainless steel fasteners.
? Develop a STRAT Plan for the region and execute it efficiently to achieve required growth.
? Control and manage SGM expectations as per the agreed plan
? Established new market. Developed strategic accounts in ME region.
? Maintain bad debts to less than 2% as per company policy.
? Compiling and analysing sales and performance report and present to senior managers and executives.
? Conducting market research and competitor analysis.
? Manage and oversee logistics [3PL] and Admin functions for UAE branch.
? Market research and compiling data for technical analysis and product development.
? Manage key accounts, sales presentations and negotiate supply contracts.
? Provided onsite product training on the use of products in the most effective manner.
? Analysing, identifying and capitalising on competitors’ weak areas so maintaining and strengthening the major advantage.
? Involved in development of Company’s market penetration strategies for Middle East & Africa [MEA] region.
Key Achievements:
? Promoted as Regional Manager after 18 months.
? Successful in initiating and finalizing Annual Supply Contracts with major OEM customers.
? Introduced new product suitable for light gauge steel framing industry with support from the R&D department.it constituted for additional 15% revenue from the MEA region.
? More than quadrupled sales since appointment.
In-house Training obtained:
? Product Line Simplification [PLS]
? 80/20 philosophy.
? In Lining.
? Market segment focus [ MSF]
? Market Rate Demand .[MRD]
? Sales & Marketing Manager – Amida Gulf FZE, SAIF Zone, Sharjah [2006 Sep – 2008 April]
AMIDA GULF FZE with Head Office in Canada, is a multinational company that brings the most advanced gear technology along with highly trained and experienced gear personal with years of expertise and know how about all the aspects of gear products like Gear boxes, Gear Drives, all Types of Gears and Gear Couplings, A/c and D/c motors, industrial blowers, and telecommunication winches. The company also provides with Sales and service of Forklifts and distributors of Forklift spare parts, TVH Belgium.
Key Accountabilities:
? Responsible for overall sales and marketing functions in the organization.
? Maintain and develop major existing customers through planned individual account support and liaison with internal staff.
? Submit Periodic market research and competitor analysis reports to the management.
? Communicate, liaise and negotiate internally and externally to facilitate the development of profitable business and sustainable relationships.
? Developing overseas suppliers and extending the product line.
? Setting sales targets for individual reps and your team as a whole, according to company guidelines.
? Recruiting and training sales staff.
? Developing sales strategies and setting personal and group sales targets.
? Monitoring sales team's performance and motivating them to reach targets.
? Compiling and analyzing sales figures.
? Reporting to Managing Director.
Key Incidents:
? Bagged a single largest project sales order of USD 1.5M from a newly identified and developed customer from the telecommunication industry segment. Contributed towards 30% of Annual Sales of the Company.
? Successfully carried out marketing initiatives like launching company brochure, website and pricing policy.
? Successfully introduced a new product line [Forklift spare parts] from TVH Belgium contributing additional revenue and market penetration.
? District Manager – Scottish and Southern Energy PLC, London, UK [2004 Jan – 2006 Jul]
Scottish and Southern Energy PLC is one of the largest companies in UK, involved in the generation, transmission, distribution and supply of electricity, energy trading, the storage, distribution and supply of gas, electricity and utility contracting and telecoms.
? Leading a team of 13 sales staff.
? Accountable for the total sales of the team.
? Motivating the team to achieve individual and group targets.
? Assigning individual targets.
? Completing and processing client paperwork for validation
? Training the sales staff as per Energy Sure Standards (A Govt. regulated body monitoring the energy trading industry) and driving towards a maximum sales output
? Monitoring individual performance and suggest restructuring the team when required
? Ensuring effective communication and excellent customer service.
? Stimulate and develop positive morale and team spirit that leads to high productivity
? Review daily and weekly sales reports and forward the reports to the superiors
Achievements:
? Promoted as Area Manager (Region - East London)
? Business Dev. Representative – Teeson Polymers Pvt Ltd, Maharashtra, India
[1998 Nov – 2003 Nov]
? Plan and manage personal business territory according to an agreed market development strategy
? Distribution channel analysis and development
? Record, analyze and administer according to systems and requirements
? Adhere to the company credit policy and increase the revenue of the company.
Educational Qualification:
Master of Business Administration [E-MBA] [2019 ongoing]– Cardiff metropolitan university UK
Bachelor of Commerce from the University of Calicut, Kerala, India
Advanced Diploma in Marketing Management from London Academy of Management Sciences, London (June 2006)
Other Skills and Interests:
Computing : All essential IT applications
Interests : Travelling, Music, Sports
Language : English, Malayalam, Hindi
Personal Details
Date of Birth : 06/08/1976
Nationality : Indian
Visa Status : Employment (Transferable – Jafza Free zone)
: USA Multiple entry visa.
Mobility : Full Valid UAE Driving Licence
Marital Status : Married