Shadi Faisal
Jeddah,K.S.A
Summary
Passionate and dedicated sales professional with very good communication and interpersonal skills. I have worked in Unilever for 14 years in three different functions, IT, Trade marketing and Sales. I have joined PEPSICO on January 2014 as a regional key account manager for Panda &west customers till mid of 2015, and then moved back to Unilever on July 2015 to handle the home care & F&B business with Panda. On August 2016, I have got promoted to become the head of Panda account leading three account managers dedicated for Panda business. Then I have joined Basamh company on September 2019 to handle the key accounts other than Panda as a channel manager.
Overview
25
25
years of professional experience
1
1
Certification
Work history
Head Of Modern Trade (Key Account, E-Commerce, Pharmacy)
Basamh Commercial Distribution Company
Jeddah, Saudi Arabia
09.2019 - Current
- Achieving monthly sales target & the annual firm target
- Building the annual target and building blocks with each principal by channel/customer
- Negotiating and signing annual BDAs of all MT customers
- Monthly demand review for each principal
- On Shelf Availability- achieve minimum 85% core
- Ensuring the monthly collection
- Tracking the implementation of all initiatives &listing
- Managing Customers Relationship
- Business reviews and customer visits
- Budget Control
- Improve sales structure and managing the team performance
- Recruiting new customers
- Monthly branches &stores visit
- JBP with top customers
- Process review and enhancement.
- Oversaw daily operations to achieve high productivity levels.
- Delivered exceptional customer service by proactively listening to concerns and answering questions.
- Applied critical thinking to analyse problems, evaluate solutions and select best decisions.
- Increased customer satisfaction by resolving issues.
KEY ACCOUNTS CHANNEL MANAGER (Other than Panda)
Basamh Commercial Distribution Company
09.2019 - 06.2022
- Leading the sales &activities of all Basamh business in nine key accounts which worth of SR 375M
- Developing the customers contracts and signing them off
- Accountable to deliver the monthly value target by principal and by category
- Accountable to execute all the monthly initiatives as per the agreed timelines
- Managing two regional managers, eight KA managers and thirty-three sales representatives
- Securing the annual investments from each principal for all customers to land the agreed activities
- Ensuring the master data update & implementing data integration with the top customers
- Responsible for the monthly collection &annual reconciliation with all KA customers.
Head of Panda Account
UNILEVER ARABIA-KSA
08.2016 - 08.2019
- Leading the sales operations and activities of all Unilever portfolio
- Accountable for the monthly sales target by category & segment
- Ensuring that all activities (Innovations, Promotions, activation, etc.) are executed in Panda stores as per the agreed plans
- Developing long term strategic plans
- Managing three assistant account managers & execution coordinator
- Developing and rolling-out the Business Development Agreement for the full year
- Improving the execution quality and the service level with the distributor
- Developing talents to prepare them to lead the business in short term.
Key Account Manager Home Care, F&B – KSA Panda
UNILEVER ARABIA-KSA
07.2015 - 07.2016
- Leading the sales operations and activities of Home care, Tea &Food
- Accountable for the monthly sales target by category & segment
- Ensuring that all activities (Innovations, Promotions, activation, etc.) are executed in Panda stores as per the agreed plans
- Developing full year promotional & Activation Calendar
- Managing Merchandising Team
- Developing and rolling-out the Business Development Agreement for the full year
- Handling the category development projects in terms of assortment, planograms, pricing,…etc
Key Account Manager – KSA Panda & West Top Accounts
PEPSICO (Saudi Snack Foods)
01.2014 - 06.2015
- Developing & negotiating the annual contracts (Business Development Agreement)
- Planning &communicating the weekly promotions
- Planning &forecasting the monthly sales by week by store
- Ensuring the compliance of all the agreed activities including the BDA terms &conditions
- Monthly visibility & stocks availability audit
- Handling the listing of all the innovations
- Managing the market stocks, and clearing the damages &expiries
- Responsible of creating sales account of each new store
- Responsible of the monthly payment collections
- Responsible of the account reconciliation every six months.
Trade Category Planning Manager F&B
UNILEVER ARABIA-KSA
04.2013 - 01.2014
- Ensuring that all the marketing activities are well communicated, planned &sealed with the sales operations team
- Responsible to align with the production & supply chain for all the sales activities and ensure meeting the deadlines and monitoring the deliveries
- Managing the stocks &logistics from the factory to the distributor to the trade channel
- Developed a strategic launch plan for the innovations
- Developing full year promotional & Activation Calendar by channel by customer
- Owning the budget of the extra visibility, promotions and sales incentives
- And responsible of distributing the budget and the efficiency of spending it
- Responsible about the monthly sales forecast of the food &tea categories by sales channel by brand
- Planning &forecasting of all the monthly promotions and trade activities
- Joint business plan with top key customers.
Key Account Manager – KSA Panda
UNILEVER ARABIA-KSA
06.2011 - 03.2013
- Responsible for the planning of the monthly sales activities of all Unilever categories across all Panda branches in KSA
- Responsible adapting the marketing campaigns and ensure that they are suitable for the local market/Panda
- Ensure that they are executed and monitored as per the agreed plans
- Ensuring that all activities (Innovations, Promotions, activation, etc.) are executed in Panda stores as per the agreed plans
- Launch &activation plan of the new introduced products
- Developing full year promotional & Activation Calendar
- Controlling total rebates budget
- Managing Merchandising Team
- Developing and rolling-out the Business Development Agreement for the full year
- Handling the execution of the Perfect Stores project.
Key Accounts Manager – Eastern Province
UNILEVER ARABIA-KSA
02.2008 - 05.2011
- Responsible for the planning of the monthly sales activities on a national level with the key customers of the east region (Farm, Tammi, Lulu and Giant Stores on 2008)
- Responsible for the execution of the monthly tasks and sales activities in all the key accounts stores that available in eastern province including Jubail and Hofouf
- Ensuring that all activities (Innovations, Promotions, activation, etc.) are executed in all stores across KSA as per the agreed plans
- Developing full year promotional & Activation Calendar
- Controlling total rebates budget
- Managing Merchandising Team
- Developing and rolling-out the Business Development Agreement for the full year.
Channel Operations Coordinator- Modern Trade KSA
UNILEVER ARABIA-KSA
03.2007 - 01.2008
- Coordination of the sales forecast setting and communication on a monthly basis for the total key accounts channel
- Maintain of Budget monitors by Account/Channel by budget line
- Ensuring the compliance of the budget spends
- Leading and monitoring the quarterly visibility audits and ensuring the customers compliance
- Coordinating with the distributor to ensure the accurate payments to trade on time
- Re-allocating –releasing budgets from customer to another according to business performance
- Ensure routine reports of the department are circulated as per agreed schedule
- Coordinate for getting the market share data in monthly basis and develop it as per the requirements
- Maintain complete database related to channel information (sales, EPOS, AC Nielsen shares, TTS budgets, Customer fact-books, etc…) Coordinating all the key accounts operations with Customer Marketing and Trade Category team
- Consolidating Activities information at National level (National big events)
- Coordination of stock allocation for national promotions
- Compiling exclusive promotions requirements.
Senior IT Supervisor
UNILEVER ARABIA-KSA
01.2003 - 02.2007
- Rolled-out the systems upgrade to Windows XP in KSA &Dubai
- Rolled-out the servers upgrade to windows server 2003
- Improved the network materials & access points
- Deployed the new remote access system on all the company systems
- IT Service Desk supervisor
- Part of the SAP implementation team
- Defined policies and process flows for IT department's major duties.
Help Desk Assistant
UNILEVER ARABIA-KSA
04.2001 - 12.2002
- Network administrator
- Troubleshooting applications problem (MS Office, Oracle,...etc)
- Installing and supporting remote access users around the kingdom
- Handled IT department's purchases and orders of hardware, software and accessories
- Improved the meeting rooms & the workplace with the new facilities &latest IT technology.
Help Desk Assistant
Walls Factory-Dammam
11.1999 - 03.2001
- Responsible for helpdesk support
- A member of Y2K crises recovery team insuring crises free conversion to the new millennium following global Unilever guidelines and policies
- Managing email server backup system and antivirus software.
Education
Diploma - Management Information System
Institute of Industrial Management &Information Technology
Bachelor's degree - Marketing
King ABDULAZIZ University
Jeddah/Saudi Arabia 01.2005 - 2008
Skills
- Communication skills
- Problem-solving
- Time management
- Leadership
- Customer-focused
Certification
Microsoft Certified System Administrator (New Horizon Institute)
Custom
Football, Movies, Travelling, Reading.
Personal Information
- Date of birth: 08/13/1976
- Nationality: Saudi
Languages
Arabic
Native
English
Fluent
Timeline
Head Of Modern Trade (Key Account, E-Commerce, Pharmacy)
Basamh Commercial Distribution Company
09.2019 - Current
KEY ACCOUNTS CHANNEL MANAGER (Other than Panda)
Basamh Commercial Distribution Company
09.2019 - 06.2022
Head of Panda Account
UNILEVER ARABIA-KSA
08.2016 - 08.2019
Key Account Manager Home Care, F&B – KSA Panda
UNILEVER ARABIA-KSA
07.2015 - 07.2016
Key Account Manager – KSA Panda & West Top Accounts
PEPSICO (Saudi Snack Foods)
01.2014 - 06.2015
Trade Category Planning Manager F&B
UNILEVER ARABIA-KSA
04.2013 - 01.2014
Key Account Manager – KSA Panda
UNILEVER ARABIA-KSA
06.2011 - 03.2013
Key Accounts Manager – Eastern Province
UNILEVER ARABIA-KSA
02.2008 - 05.2011
Channel Operations Coordinator- Modern Trade KSA
UNILEVER ARABIA-KSA
03.2007 - 01.2008
Bachelor's degree - Marketing
King ABDULAZIZ University
01.2005 - 2008
Senior IT Supervisor
UNILEVER ARABIA-KSA
01.2003 - 02.2007
Help Desk Assistant
UNILEVER ARABIA-KSA
04.2001 - 12.2002
Help Desk Assistant
Walls Factory-Dammam
11.1999 - 03.2001
Diploma - Management Information System
Institute of Industrial Management &Information Technology
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