Brand Manager FMCG

Company: Nestlé Bangladesh Ltd

Functional Role: Business Development Manager – ‘Out of Home’ business

Org. Designation: Manager – Nestlé

Reporting To: Country Business Manager – Nestlé

Duration: January 2012 to till date

Key Responsibilities:

• Responsible for overall marketing activities of ‘Nestlé Professional’
• Regional sales manager for two regions of ‘Nestlé Professional’: Dhaka (North) and Khulna
  

Marketing Responsibilities:

• Responsible for marketing plans in line with business and financial objectives, including:
• Drive all actions needed to develop the marketing plans for the brand aligned to overall business plan
• Development of Integrated Commercial Plan (ICP)
• Track, analyse and propose actions from different consumer understanding initiatives
• Drive all aspects of the I&R process
• Evolving category situation & brand performance
• Executing performance in line with channel / RTM / BTL initiatives
• Competitive tracking on communication / promotion / pricing
• PFME tracking through the evolution of the year

Sales Responsibilities:

• Monitor & follow-up the monthly, quarterly and yearly target by regions
• Monitor progress against RIG (Real Internal Growth) and OG (Organic Growth)
• Identify trends and opportunities in POP in individual channel, across categories

Performance Highlights:

• New product launch : 2 new SKU launch
• Maintain a healthy P&L portfolio

Channel wise coverage increase :

• B&I Channel – 121%
• Street Channel – 129%
• QSR Channel – 122%
• FSR Channel – 124%

Category wise sales growth :

• Standard Product – 124%
• Mixes & Solution Product – 129%

Company: Nestlé Bangladesh Ltd

Functional Role: Regional Business Manager – ‘Out of Home’ business

Org. Designation: Executive – Nestlé

Reporting To: Country Business Manager – Nestlé

Duration: March 2011 to December 2011


Key Responsibilities:

• Regional sales manager for two regions of ‘Nestlé Professional’: Dhaka (North) and Khulna
• Responsible for process and third-party people development
  

Channel Strategy Formulation: Identification of channel potentials, formulation of channel-specific business strategy and action plans, channel based SKU sales forcasting, develop channel-specific POP solutions etc.

Category Strategy Formulation: Identification of channel-based ‘Must sell SKU’ & ‘Potential SKU’ for each brand, formulation of cetegory business strategy & action plans, category-wise brand sales volume forcasting, category based POP solution.

Sales Development: Identification & formulation of channel & category based long-term business strategy, long-term POP solution strategy, develop effective merchandising strategy & materials, co-ordinate between marketing and sales department etc.

Third-party People Development: Recruit/appoint and develop vendors for OOH activities like – event catering, VMQI operation, Office channel catering etc.


Performance Highlights:

Channel wise coverage increase :

• B&I Channel – 119%
• Street Channel – 126%
• QSR Channel – 123%
• FSR Channel – 120%

Category wise sales growth :

• Standard Product – 122%
• Mixes & Solution Product – 131%

SSF (Secondary Sales Force) training conduct : 2 formal training sessions

Company: Nestlé Bangladesh Ltd

Functional Role: Business Development Manager – Vending Business

Org. Designation: Executive – Nestlé

Reporting To: Country Business Manager – Nestlé

Duration: January 2010 to February 2011

Key Responsibilities:

• Responsible for national vending machine operations

Market:

• To devise and execute viable business plans with the objective of incremental sale and growth

• Set the monthly, quarterly and yearly target for the FS/ V Team in line with Business objective.

Distributor/Franchisee:

• Setting up distributor / franchisee network/ hygiene monitoring agency for Food services and Vending

• Help Distributors to manage business profitably & monitor the progress

Customer:

• Develop and maintain cordial business relationship with key clients
• Monitoring and recovery of payments in line with agreed trading terms.

Performance Highlights:

• Sales growth : 124%
• Number of vending machine increase : 121%
• Number of key account increase : 119%
• Vending machine quality index : 86%

Company: Nestlé Bangladesh Ltd

Functional Role: Territory In-charge

Org. Designation: Territory

Reporting To: Sr. Regional Manager – Dhaka

Duration: September 2006 to December 2009


Key Responsibilities:

Market

• Develop territory strategy basis regional plan, set monthly, quarterly and yearly target for Distributor
• Achievement & monitor progress of Redistribution value and volume targets
• Ensure product availability at all relevant channels through the distributor’s sales force per Company guideline
• Ensure use of POP materials efficiently according to Nestlé guidelines and standards
  

Distributor

• Ensure compliance of Distributors with their respective roles & responsibilities
• Manage and develop individual distributor in an active and profitable manner
• Ensure the proper and correct execution of sales, discount and trading terms determined by the company
  

Control, Training and Communication

• Accurate and timely reports on Market intelligent: competitor’s activity, price changes and promotional support
• Comply with all company policy, instruction and directives

Performance Highlights:

• Sales Growth : 199%
• Outlet coverage increase : 204%

Brand Distribution Increase:

• Infant Food – 165%
• Infant Formula – 161%
• Beverage – 192%
• Dairy – 158%
• Culinary – 151%

Sales force productivity increase :

• Strike Rate – 151%
• SKU/Invoice – 167%

Company: Nestlé Bangladesh Ltd

Functional Role: Internship

Org. Designation: Intern –

Reporting To: Marketing Manager –

Duration: June 2006 to August 2006

Key Responsibilities:

• Pre and post evaluation of both ATL (Above Trade line) and BTL (Below Trade Line) marketing activities.
• Assist in planning ‘Brand Development & Marketing strategies and Activities’
• Field monitoring of BTL activities
• Analysis of brand performance

SIGNIFICANT PROFESSIONAL ACHIEVEMENTS

• Process champion (3 streams) : SAP implementation team

Stream :

1. Procure to Pay (P2P)

2. Generating Demand (GD) – Marketing

3. Generating Demand (GD) – Trade

• Successful implementation of MIS in the territory
• Regional Process Leader : NQMS (Nestle Quality Management System)
• Regional Super User: HHT (Hand Held Terminal) Operations
• Panel Judge – ‘Blue Tie’ challenge (An employer branding initiative of Nestlé Bangladesh Ltd)
  

TRAININGS AND WORKSHOPS


1] Training on “Competency Based Recruitment”

Facilitator: Nestle Bangladesh Ltd.

Duration: 7^th October, 2012 to 8^th October, 2012


2] Training on “Managing Partner: Better to Best”

Facilitator: Nestle India Ltd.

Duration: 13^th July, 2011 to 16^th July, 2011

3] Training on “Personal and Professional Excellence”

Facilitator: Door Training and Consultants, Netherlands

Duration: 19^th June, 2010 to 21^st June, 2010

4] Training on “Managing Partner: Good to Better”

Facilitator: Nestle India Ltd.

Duration: 18^th April, 2009 to 22^nd April, 2009

5] Training on “Leadership Framework – Nestle Ways”

Facilitator: Nestle India Ltd.

Duration: 9^th February, 2008 to 14^th February, 2008