Abdulaziz Alshubaily

• Led the transition of key retailers from centralized warehouse distribution to DSD, enhancing on-shelf availability, reducing replenishment lead times, improving service levels, and in-store execution,
• Rationalized a portfolio of 180 SKUs reducing low-performing products by 20%, improving inventory efficiency and increasing portfolio profitability.
• Worked closely with Marketing, and Trade Marketing to develop a category story for each subcategory, integrating market, shopper, and performance insights to shape promotional plans, optimize planograms and shelf space (SOS), and define subcategory growth strategies.
• Developed a secondary BDA with lower rebates with key retailers to drive volume growth of low-margin commodity products.

• Responsible for Key Accounts, Mini Markets, E-Commerce, and Private label, which contributes 43% of overall business.
• Achieved the highest market share within Key Accounts for the water category in under two years. (Based on ACNielsen)
• Development of pricing structure, and pricing

strategy in liaison with finance for overall portfolio

• Setting up annual sales targets for all channels
• Formation of commercial agreements guidelines for all channels, such as client rebates, Customer marketing investment budgets, listing fees, and payment terms to ensure P&L, and cashflow objectives are met.
• Involvement in the creation of sales incentives scheme with finance functions
• Lead the agreements for the contractual agreements for all the Modern trade, and E-commerce customers
• Customer segmentation
• Assortment/product range development per channel
• Responsible for developing new pack sizes for the water category to target foodservice/catering channel
• Provide recommendations on annual operational needs, including staffing levels and delivery vehicle requirements.
• overseeing category revenue, marketing budgets, and trade Investments spent, and the overall channels’ P&L.
• Secured and finalized agreements to manufacture and distribute private label products for major key Accounts clients.
• In coordination with the Sales, Review monthly results, promotion activities, and next month targets, and plans.
• Present quarterly reviews, performance, challenges, and recommendations to board members.

• Complete set up for Rout to Market strategy with sales team
• Implementation of promotional strategy for Modern Trade (consumer offers)
• Responsible for new product launch within MT of IVAL, and OSKA water brands in KSA
• Initiate monthly meetings for forecast with demand planning team
• Establishing entire Route to Market strategy.
• Took part in determining credit limits for all customers in MT along with Credit Control department.
• Crafted Joint Business Plans (JDP) with all Key Account, and E-sales customers and monitored adherence through comprehensive follow-up.
• Planogram creation.
• Developed and refined merchandising software in collaboration with IT department.
• Cultivate strategic and positive relationships with buyers and decision-makers across all MT accounts.
• Interviewed, and identified all Supervisors, and Managers for Key Accounts.

• Plan & Execute Marketing strategies for multiple channels/Brands
• Develop a marketing calendar in liaison with Brand team
• Lead negotiations on all contractual agreements for Modern Trade
• Demand planning and stock management
• Discuss, manage, and initiate Monthly Sales Target
• Assigning employees weekly and monthly tasks; and following up on work results
• Responsible for Trade-Marketing Investment Budget
• Evaluate marketing and promotion activities on an on-going basis and provide feedback to the team and the management for performance review
• Direct engagement with R&D/Innovation functions to develop new products
• Conduct research from multiple sources, to evaluate industry/category performance, identify consumer trends, review pricing strategy, and track competitors activities
• Direct involvement with finance to constantly reviews brands P&L, and make necessary adjustment if needed to maintain a healthy P&L
• Work very closely and follow up with the Digital Marketing Team, to ensure all activities on social media are within the brands’ guideline/Manuel
• Provide Coaching, and educate sales team prior to any major NPD
• Familiarity with activities involving print, POSM, and social media

• Forecasting per brand, and SKU/demand planning
• Manage G2N (Gross to Net) per category/brand
• Category budget control
• Communicate business results and strategies to all shareholders
• Created a distribution model to access new channels to seize a potential growth of 43%
• Amendments of clients’ contracts to ensure maximum efficiency for both parties
• Coordinate with sales on implementation of all promotion activities, and NPDs
• Evaluate channel and customer sales performance and suggest marketing plans to overcome any sales decline
• Constantly review and gather shopper marketing insights in an effort to increase customer marketing effectiveness

• Understand category objectives and transform strategies into action plans for sales team
• Controlling of Trade Spend
• New product development (NPD’s)
• ACNielsen Data analysis and tracking
• Recommend efficient and effective pricing and promotion strategies in accordance with category/channel success models
• Utilize information from a range of sources to understand market trends, competition, and customer strategy and brand strategy
• Development of a customized product/SKU to fulfill a specific channel/customer need
• Major product line rationalization on OREO, RITZ, BELVITA, and Toblerone
• Created a business plan/program targeting Independent Van distributors/operators to enhance our indirect distribution
• Developed a full program along with Wholesale to supply cheese spread to cafeterias/restaurants
• Formerly known as Olayan Kraft Foods

• Summarize ACNielsen data & track distribution
• Understanding Channel/Customer insights through research to develop category 4Ps strategy for Customer implementation
• Develop must stock list (MSL) for Brands on channel level in coordination with Marketing and Sales teams
• Creation of a customized pack size to fulfill a marketing campaign objective for a cross-promotion activity
• Developed a route plan for product delivery on a DSD basis in an effort to reduce OOS for PANDA outlets around the kingdom
• Yearly promotions planning for all channels with more focus on key accounts
• Sales analysis per SKU on monthly/weekly basis
• Provide training to sales team on product knowledge for current and new products
• Promotions tracking, evaluation, and recommendations
• Track Customers performance by Category/Brand
• Market Visits to apply 4p strategy, track competitors NPDs /activities, and ensure plano-grams implementations