Ashraf Elewa

• Sales and Distribution objectives in East region are my responsibility, and I ensure that company's business objectives and strategy are met. To achieve this, undertake following responsibilities:
• Managing and improving capabilities of sales team (12 salesmen and 2 supervisors)
  Planning and distributing monthly targets across categories, routes, and customers.
• Developing reports to track and monitor KPIs and sales operations for achieving total region's target.
• Expanding customer base and meeting sales quotas for specific districts of company.
• Creating regional sales plans and quotas in alignment with business objectives and developing and reviewing long- and short-term sales strategies.
• Managing and directing daily sales operations activities in accordance with organization policies and standards.
• Analyzing regional market trends and discovering new opportunities for growth and expansion.
• Addressing potential problems and suggesting prompt solutions.
• Conducting regular market checks for any new competitor activities and looking for new business opportunities to safeguard customer base.
• Performing sales analysis and sales forecast tracking.
  Conducting interviews to select potential candidates within my responsibilities.
• Handling business with total of $12 million annual turnover.

From scratch, successfully launched Sary’s business through Makkah, Taif, and Madinah respectively. Expertly built and managed sales team consisting of 2 supervisors and 15 salesmen to achieve goals.

Achievements in this role:

In 2021:

• Successfully grew the customer base from zero to over 2,300 customers.
• Generated $24 million in revenue.
• Achieved an average monthly distribution of 70% from the base.

In 2022:

• Continued growth of the customer base to over 3,000 customers, representing a 28% increase from the previous year.
• Generated $68 million in revenue, which is a 183% increase from the previous year.
• Improved monthly distribution to 80% from the customer base, with a 14% growth from the previous year.

• Successfully managed team of 2 supervisors, 5 salespeople, and 10 merchandisers, achieving monthly targets by categories, routes, and customers
• Tracked and monitored KPIs and sales operations to achieve overall target, successfully negotiating and coordinating with chain customers' head offices for annual contracts, promotions, and opportunities to increase business for both sides
• Coached and led team to improve execution and implementation of our products in stores compared to competitors, conducting regular market visits to ensure smooth sales according to criteria
• Improved sales team's capabilities to prepare them for next level, conducting sales analysis
• Sales Presentations directly to RSM, and forecasting sales
• Conducted interviews to select potential candidates within my responsibilities, working directly with RSM on expansion plan, and successfully handling business with total annual turnover of $4,000,000

Achievements in this role (2020) :

• Achieved impressive 14% revenue growth compared to previous year
• Successfully reduced returns by 3% compared to previous year.

• Cash van , self service and key accounts ), Successfully managed team of 6 salesmen and 2 merchandisers to achieve their respective goals and targets
• Accountable for achieving target for cash van, self-services, and key accounts
• Monitored and tracked KPIs for every sales channel to ensure success of team
• Followed planned steps to improve market share of PepsiCo Company with confidence.
• Planned and distributed target through channels and monitored sales operations and distribution to achieve total area target with ease.
• Distributed target by category by items to ensure highest productivity and efficiency
• Developed productivity agenda and saved company cost, while still achieving target
• Improved capability of team by providing weekly trainings to motivate and encourage them
• Conducted regulations market visits to ensure that team was doing smooth sales as per criteria with confidence
• Coordinated with HR team to interview and select potential candidates for relevant jobs within area of responsibility .
• Successfully handled business with total $6000,000 turnover.

Achievements in this role :

• In 2018, achieved outstanding 27% revenue growth compared to previous year
• In 2019, accomplished 8% revenue growth compared to previous year.

• As team supervisor responsible for Key Account Management, managed group of 12 individuals, consisting of 3 salespeople, 6 merchandisers, and 3 drivers
• Duties included increasing distribution, volume, revenue, profitability, and market share, Customer Satisfaction, as well as executing agreed promotional plan across Modern Trade channel in territory within FMCG industry.

Achievements in this role :

• In 2016, achieved revenue growth of 4% compared to previous year
• In 2017, showed impressive growth by achieving 6% increase in revenue compared to previous year

• For Reckitt Benckiser Division, mainly handled Modern Trade business
• Additionally, was responsible for managing Cash Van and Wholesale teams in FMCG sector.

Achievements for this role :

• Modern trade business grew by 22 % vs last year .
• Increased the market share for RB products by 2% .

I was responsible for managing wholesale customers in FMCG sector in Tabuk city, as part of my role at Reckitt Benckiser Division

Achievement in this role :

• Grow wholesale customers with 16% vs last year .

• During time at Reckitt Benckiser Division, excelled in role of cash van salesman

My strong sales skills and ability to meet targets consistently led to high level of success in this position.

Achievements in this role :

• Increase sales by 15 % within district
• Increase number of customers by 120 %

• Covered route of groceries and small stores by performing regular visits with direct sales at fast- moving consumer goods company (FMCG)

Achievement in this role:

• Sales efforts were effective and helped to increase revenue of district by 10% .

• Worked as Cash Van Salesman, performing direct sales to groceries and small stores in FMCG industry.

Achievements in this role :

Increased the sales within district by 20 % vs last year .

Sold loans to small businesses and followed up on collections within company policy Increased customer satisfaction by resolving issues.

Achievements in this role :

• Increase sales by 10 % vs last year.
• Increase collection rate by 20 % vs last year.