Safa Hakemi

Experience

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  NESTLE

  Jan 1999 - Jul 2010

  Achieve the annual sales volume & value targets per channel punching the highest RIG (11%) Real Internal Growth at Country level for the assigned brand through:1- Tailor category and channel strategies and initiatives to country requirements.2- Actively participate in and support the customer development process.3- Manage and coordinate the implementation of market-wide promotional plans within the region, evaluate, and provide feedback on performance to P&POP team.4- Support the KAM in the development of cost effective solutions to key customer category opportunities on a project basis.5- Ensure that IMS forecast takes into account the planned activities.6- Develop appropriate support materials (POS etc.) for activities.7- Responsible to develop with sales management and brand team the next year’s target preparation by channel. 8- Responsible of planning and following up the implementation of local market sales objectives, new product launch plans, trade deals, distribution drives, sales competitions, coverage plans, budgets requirements (TTS / PFME) & activity time tables. Show less (10 Months Project):1- Identify sales force training needs through needs analysis by region.2- Manage all aspects of a training course (locating suitable venues, cost efficiency, arrange workshops, hospitality…etc) & Conducting field visits before & after the trainings.3- Design & deliver sales training courses as being the platform of sharing the “Best Practices” among the Syrian regions as well as from NME to the local market. 4- Train sales people on the individual job training (SR, FSS & sales managers).5- Develop the yearly training calendar, training tools & plan the needed supports.6- Train the trainers to lead their subordinators became leaders.7- Cross functional support with other divisions whenever needed. 8- Develop suitable training programs for NESTLE outside sales partners such as (Medical warehouses, helpers team & merchandising team). Show less * Dominate the infant formula sales at (4 main cities, Hassaka, Kamshli, Raqa & Der Ezzour) which lead to Increase the Infant cereals market share growth from %3 / year up to %11 & to become No.1 Brand at the NE region by %50 MS for the 1st time since NESLE Syria opening.* Increase invoice drop size over %50 per channel per customer & maintain the sales achievements during 2008 world economic crisis throughout the following:1- Define potential, strong products and find ways to push the sales of weak products to achieve the highest RIG (real internal growth).2- Allocate the key customers and pin point the potential areas.3- Ensure proper retail coverage and contact frequencies are met.4- Develop outlet sales and increase of coverage and penetration.5- Review journey plan, stock level and operational effectiveness of van sales representatives to maximize penetration.6- Develop selling abilities of my sales team (train, coach & evaluate the performance).7- Implement and monitor promotional planning.8- Achieve corporate merchandising objectives and obtains maximum display support for all stores.9- Prepare a monthly sales forecast includes the outlook.10- Split the monthly target per salesman per channel per SKU.11- Provide leadership & direction to my sales team.12- Identify issues (problems or opportunities) that will effect sales volume and take action pro-actively.13- Analyze the sales statistic reports and compare the achieved IMS Vs target by (tonnage& NPS) per SKU.14- Develop conceptual selling presentation for my sales team and train them on the use.15- Maximizing NESTLE north east region distribution center contribution in the oil fields food & beverage tenders. Show less Planning & Alignment: Create the sampling execution guidelines in line with the brand strategies and company standers.  Develop an 18 months rolling sampling activity calendar.  Set the yearly budget of the sampling operation. Set the monthly sampling activity plan with the supervisors. Ensure daily sampling activities by pre-signed sampling agreements. Management of the Sampling Agency: Manage the sampling agency as required budgets. Monitor & evaluate effectiveness of the sampling agency. Set standers and profile for hiring of promoters with the sampling agency. Develop & implement a continuous training program and train the new hired promoters on product knowledge and sampling techniques. Ensure implementation of NESTLE basic hygiene guideline.  Help the sampling agency in finding solutions for any obstacles face the sampling operation. Ensure availability of the sampling products & tools in sufficient stock at the sampling service company warehouse. Budget control: Manage and control the delegated (PFME) product fixed marketing expenses.  Ensure spend is in line with the set budget per account. Key Performance Indicators (KPI’s): Continuous improvement of cost per contact through finding cost-effective ways within the agreed-on budgets.  Ensure achieving both qualitative & quantitative of the contacts per group target per year. Evaluate performance of the sampling agency. Show less  Define potential, strong products and find ways to push the sales of weak products to achieve the highest RIG (real internal growth). Allocate the key customers and pin point the potential areas. Ensure proper retail coverage and contact frequencies are met. Develop outlet sales and increase of coverage and penetration. Review journey plan, stock level and operational effectiveness of van sales representatives to maximize penetration. Develop selling abilities of my sales team (train, coach & evaluate the performance). Implement and monitor promotional planning. Achieve corporate merchandising objectives and obtains maximum display support for all stores. Prepare a monthly sales forecast includes the outlook. Split the monthly target per salesman per channel per SKU. Provide leadership & direction to my sales team. Identify issues (problems or opportunities) that will effect sales volume and take action pro-actively. Analyze the sales statistic reports and compare the achieved IMS Vs target by (tonnage& NPS) per SKU. Develop conceptual selling presentation for my sales team and train them on the use. Maximizing NESTLE north east region distribution center contribution in the oil fields food & beverage tenders. 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  • Channel Category Sales Development Manager

    Jul 2009 - Jul 2010

  • Sales Training Manager

    Sept 2008 - Jun 2009

  • Sales Manager

    Aug 2006 - Sept 2008

  • Sampling Manager

    May 2005 - Aug 2006

  • Filed Sales Manager

    Jan 1999 - May 2005
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  Candia Dairy - Rihana Farms

  Jul 2010 - May 2013

  General Sales Manager

  1- Execution of a successful launching campaign for RIHANA Farms products.2- Establishment of CANDIA Dairy Franchise Operation in SYRIA - Sales distribution network with total number of subordinators reaches up to 98 employees.3- Win %48 market share Vs the major UHT milk competitor in less than one year.4- Dominate the UHT fresh Milk Market at Modern trade channel.5- Execution of a successful launching campaign for CANDIA France products.6- Establishment of both sales & marketing department’s internal rules & structures. 7- Maintain the sales achievements during 2011 & 2012 SYRIAN crises. Show less

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  Al Seer

  Jul 2013 - Jul 2021

  Sales Manager

   Handling multiple food and non-food brands such as PINAR Brands (Labnah, Cheese, Milk and Ghee), KIMBERLY CLARK Brands( Kleenex, Huggies, Kotex) and RECKITT BENCKISER Brands (Dettol, Airwick...etc) , 3M, Colgate etc...from July 2013 up to date, focusing on building long term profitabel business and ensure the delivery of both sales and distribution goals. Ensure effective execution of the set and agreed business plans at customer level and in line with the longterm objectives. Motivate and guide the frontline sales team through on spot check and field coaching highlighting key learnings points per individual case.  Conduct business Review with the designated accounts on a periodic basis. Ensure effective monthly sales forecasting, stock management and execution of the stock management priorities. Show less

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  Flora Hygiene Co.

  Sept 2021 - Mar 2022

  Chief Sales Development Officer

  1- Work directly with top management (CEO, Head of Directors & the factory General Manager).2- Creation of the integrated commercial plan.3- Work with business development team members (Head of departments) to execute the CEO approved business development plan.4- Leading the charge on market research plans to identify new opportunities. 5- Encouraging new and existing clients by improving commercial proposals and creating loyalty program.6- Setting the sales forecast, yearly commercial plan with head of sales department.7- Tracking the implementation of the sales forecast on monthly bases through (Monthly Sales Review Meeting) – (MSR) with finetuning of rest of the year monthly target to ensure annual target closing. Setting the Marketing plan with marketing head of department to ensure best ROI of all marketing activities.8- Tracking the implementation of the marketing plan on monthly bases through (Monthly Marketing Review Meeting) – (MMR) with finetuning of rest of the year monthly target to ensure annual target closing in line with marketing budget.8- Provide orientation training program for new comers and set a professional time frame training courses for sales & marketing departments to have professional teams and ensure each individual meet the company goals.9- Creation of the business tracking reports to monitor business plan progress & ongoing implementation in addition to business SOP’s with other head of departments to build long term ones that matches E&Y standers.10- Tracking the spends of the sales & marketing dept.'s to maintain the yearly agreed budget. 11- Ensuring the company yearly goals (Business & revenue goals) are on track.12- Work with the HR head of department to establish the hiring and recruiting criteria for the business development departments (different departments as all are doing a part of business development), maintaining a consistent and high departmental performance standard. Show less

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  Madar Group - HeadOffice

  May 2022 - Dec 2023

  National Sales Manager

  1- Set goals for my business units / divisions based on the company's plans and goals.2- Setup the ICP (Integrated Commercial Plan) for 18 months in advance.3- Lead the business unit of two major brands (Supper More & Supper Pine brands) at MADAR Group towards becoming the preferred detergent supplier in the SYRIAN Markets.4- Ensure implementation of the agreed action plan and review performance on a monthly basis.5- Track all sales & marketing teams activities and ensure corrective actions are taken when needed.6- Lead the sales unit members life execution of the agreed business plan.7- Identify new business opportunities per month and ensure including them in the ICP as other. 8- Inhouse Consulting for all business aspects.9- Encouraging new and existing clients by improving commercial proposals and creating loyalty program.10- Oversee preparation of an Annual Report summarizing all aspects of plans to top Management.11- Develop proposals as needed to assist the sales team meet their goals.12- Oversee staff in developing annual budgets that support operating plans and submit budget for approval. 13- Oversee designed activities, delivery, and quality of programs and services.14- Establish rules, regulations and procedures for the division and ensure they are applied.15- Seek and develop new business opportunities.16- Ensure the company yearly goals are achieved. Show less

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  Confidential - FMCG

  Jan 2024 - now

  Chief Business Development Officer

   Build high-level contacts and work closely with company stakeholders, executives & senior managers to ensure the execution of sensitive and high-value tasks in line with the required development and progress toward the company goals. Enhance the speed of business growth by working together with clients as well as business partners (suppliers, subcontractors, Join Venture partners, technology providers, etc.) by overcoming obstacles and crises. (Risk management). Open new markets (internally & externally) throughout Identifying new potential markets and clients, developing best penetration plan to those markets & clients (including contract award proposal preparation, etc.). Sustain the company’s competitive edge in the marketplace vs all competitors. Direct the key activities of sales and marketing business units and ensure best practices aiming at maximizing performance and effectiveness, (Pilot Test projects, new route to market, products visibility projects, establishment of the company consumer club, PR, digital, loyalty programs, and so forth). SWOT analysis of the company / client portfolio to define the opportunities & prepare the appropriate action plan. Train sales and marketing heads on building-up 18 months ICP – integrated commercial plan in line with the client long-term goals.  Develop Special processes and training fits client organization requirements. Introduce people management best practices system in line with global FMCG Industries. Show less