SHAFAS BABU
Riyadh,Saudi Arabia
Summary
Seasoned professional with focus on commercial planning and strategy. Skilled in driving business growth through data-driven decision-making and cross-functional collaboration. Expertise in market analysis, forecasting, and resource allocation to optimise profitability and operational efficiency.
Overview
13
13
years of professional experience
6
6
years of post-secondary education
Work history
Commercial Planning Manager
Modern Electronics Co. Ltd
Riyadh, Saudi Arabia
07.2023 - Current
- Heading Commercial Planning and Category Team in Gaming.
- Responsible for Brands - PlayStation, Razer, Thrustmaster, Take2 Interactive etc.
- Conducted competitive analysis studies, aiding in strategic positioning decisions.
- Coordinated sales forecasting activities for accurate demand planning and inventory control.
- Directed product launches, leading to increased brand visibility.
- Developed go-to-market strategies, accelerating speed-to-market for new products.
- Analysed sales reports to identify trends and update strategies.
- Oversaw planning and execution of targeted sales and marketing strategies.
Product Manager
Modern Electronics Co. Ltd
Riyadh, Saudi Arabia
01.2019 - 06.2023
- Managed SONY PlayStation Business in KSA
- Product Launches - Successfully executed Playstation 5 Launch in Saudi Arabia
- Annual Budget preparation and Sales forecasting
- Managing Purchase, Sales, Inventory, Profitability and Stock Ageing
- Successfully executing HQ strategy in the Kingdom with local perspective
- SKU Ranging: This helped improve accessory and software sales
- Data Management: Analysis of Market intelligence reports and Competitor activities for the improvement of business
- Inventory Management
- Negotiation with channels in coordination with Key Account Managers for target achievement with promotions and various marketing activities.
Product Manager
Modern Electronics Co. Ltd
Riyadh, Saudi Arabia
01.2016 - 01.2019
- Headed SONY TV Business in KSA reporting to principle company
- Annual budget planning and sales forecasting: Ensuring Annual Company Budget is achieved
- Manage & Control PSI/Korogashi - Managing Purchase, Sales, Inventory, Profitability and Stock Ageing
- Successfully executing HQ strategy in the Kingdom with local perspective
- New Channel Development: Identified new customers and initiated the business as part of company's growth strategy
- New Product Selection and line up expansion: Expanded the TV line up by 60% from
Product Manager
Abdul Latif Jameel Electronics and Air Conditioning Company Ltd
Jeddah, Saudi Arabia
05.2014 - 11.2015
Asst. Product Manager
Abdul Latif Jameel Electronics and AC Co. Ltd
Jeddah, Saudi Arabia
05.2013 - 04.2014
- Was in charge of TV business for Toshiba, Sharp and Dora in ALJEAC
- Annual budget planning and sales forecasting
- PSI Management - Managed Purchases, Sales, Inventory, Profitability and Stock Ageing
- Toshiba: Successfully launched android TVs and expanded the business deeply into traditional dealers on top of organized retailers with 50” below TVs
- Launched 84” 4K android TV successfully
- Sharp: Negotiated aggressive prices for Sharp 60” & above TVs with principle company and successfully positioned brand in this segment
- Successfully launched 90” TV in KSA which was the first of its kind in the Kingdom
- Dora: Developed a business model with ALJ's own brand by bringing a huge line up in TV to cater to the demand of Traditional dealers with aggressive price points
- Maintain Intelligence Reports - Analysis of Market, Competitors and Retailer Activities
- Inventory Management: coordinating with logistics team for proper allocation of products
- Pricing: Negotiating with principles and positioning each model in market
- Organizing new product launches, training and annual dealer conference.
Product Executive
Abdul Latif Jameel Electronics and AC Co. Ltd
Jeddah, Saudi Arabia
01.2012 - 04.2013
- Was in charge of Home Appliances, Air Conditioners & Small Appliances business from Toshiba, Sharp, White Westinghouse and Dora in ALJEAC
- PSI Management - Managed Purchases, Sales, Inventory, Profitability and Stock Ageing
- Toshiba: Managed Refrigerators, Washing Machines and Air Conditioners. Was responsible for timely follow up and coordination with Customs clearance team and factory for preparation of new SASO standards. As a successful result, Toshiba became the first company in the Kingdom to launch appliances with new SASO standards
- Sharp: Managed Refrigerators, Washing Machines, Air Conditioners, Microwave Ovens, Vacuum Cleaners and Air Purifiers. Was responsible for launching cylindrical type Automatic Washing Machine. Launched successfully heavy duty vacuum cleaners which helped Sharp to gain market share. Was responsible for re-launching AC business with unique business model which helped the brand to sell nearly 100K units from Zero in one year
- White Westinghouse: Managed Refrigerators, Washing Machine, Freezers, Cookers, Air Conditioners & Microwave Ovens. Responsible for taking White Westinghouse to No.1 spot in US type refrigerators and Freezer segment. Also took the brand to top in Window AC segment with proper pricing and line up.
Education
Master of Business Administration - Marketing and Finance
FISAT Business School, Mahatma Gandhi University
Kerala 07.2009 - 06.2011
Bachelor of Engineering - Electronics and Communications
VMKV Engineering College
Tamil Nadu 09.2005 - 06.2009
Skills
- Market research methods
- Sales forecasting
- Product life cycle knowledge
- Budget monitoring
- Data analysis techniques
- Pricing strategy development
- Statistical analysis
- Market and competitive analysis
Languages
English
Fluent
Arabic
Intermediate
Hindi
Upper intermediate
Affiliations
- Football
- Travelling
Accomplishments
- STAR Award - 2019
- STAR Award - 2021
Timeline
Commercial Planning Manager
Modern Electronics Co. Ltd
07.2023 - Current
Product Manager
Modern Electronics Co. Ltd
01.2019 - 06.2023
Product Manager
Modern Electronics Co. Ltd
01.2016 - 01.2019
Product Manager
Abdul Latif Jameel Electronics and Air Conditioning Company Ltd
05.2014 - 11.2015
Asst. Product Manager
Abdul Latif Jameel Electronics and AC Co. Ltd
05.2013 - 04.2014
Product Executive
Abdul Latif Jameel Electronics and AC Co. Ltd
01.2012 - 04.2013
Master of Business Administration - Marketing and Finance
FISAT Business School, Mahatma Gandhi University
07.2009 - 06.2011
Bachelor of Engineering - Electronics and Communications
VMKV Engineering College
09.2005 - 06.2009
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