Sadiq Ali

Role: • Handling Pan Nigeria Sales, Marketing & Commercial activities with a team of 7 RSM, 20 ASM, and 135 Business Development Executives and 800+ Distributors. • Responsible for an annual business of USD 88 million in the country through a wide network of whole sellers, Key Business Partner and Retail distribution. • Building the distribution structure/infrastructure building from scratch in a highly competitive Market. Achievements: • Increased market Share from 2.2% to 7.2% in CSD Category. • Consistent double-digit growth every month in revenue collection & Sales. Grown the business more than 410% Vs 2019. • Built an entire team and launched multiple new brands and categories with vast outlet base sales force automation (SFA from Field Assist). • Successfully launched DMS (Distributor Management System from Bizom) in Lagos, it will help us to bill all the SKUs to our customers as a result consistent doubt – digit growth every month in volume.

The Chanrai Family put down roots in Nigeria in 1890 with trading at the centre of all commercial activity.Today, Fareast Mercantile Co. Limited is flagship company in West Africa having a esteemed client base such as Colgate & Palmolive,Johnson&Johnson,Twinings,PepsiCo Foods, McVities,Nivea,Redbull & Heinz etc. Role: • Handling sales & distribution activities for the South East/West Nigeria. (Edo, Delta, Ekiti, Ondo, Ogun, Osun, Oyo & Kwara States) with a team of 2 RSM, 14 ASM, 43 SRs & 75 promoters. • Responsible for an annual business of N 5 bn in the region through a wide network of whole sellers, Key Business Partner, Modern trade channels and Retail distribution. • The job involves extensively travel throughout the year and developing business within the specified region. • Responsible for appointment of Key distributor, Key Business partners and wholesalers in order to drive the sales and business objective • Responsible for forecasting and budgeting of sales brand wise and SKU wise. • Providing assistance to channel partners by conducting training programs ensuring seamless delivery of quality product & services in the market. • The role involves the branch Administration, Inventory control, Stock & Warehousing etc. • Instrumental in driving the new launched brand /SKU of the principal and placement of the same in the market. • Ensuring FEFO system to minimize the product nearing to expiry date. Achievements: • Collected all the Benin Branch outstanding without any bad debts and converted all the business from credit to cash without losing any business. • Converted EDO state business from Wholesale to retail business and appointing 7 Retail Key Distributors. • Successfully mapped & developed markets in the rural region for greater market penetration & reach by adding more KD & wholesalers. • New retailers and started covering 90% of the Local governments in the assigned territory. • Successfully growing every year by more than 25% in assigned territory.

Responsibilities: • Custodian of Sales, Margin and overall category management of Beverages for India and Managing the entire P & L of the category for all India with annual business of Rs.4 bn. • Handling pricing and promotions for all customer segments. • Negotiating best commercials with suppliers on category development, Penetration into new segments of customers/category annually. • Involved in budget planning and implementing of strategies & Promotions to achieve sales and margin target. • Developing extensive marketing and promotional campaigns for the products via media such as catalogue and the ATL. • Work on new stores opening end to end processes and own up opening performance. • Liaise with Supply Chain Team to ensure maximum assortment availability. • Managing Seasonal/Festive Sales through collaborative forecasting/planning with supply chain team. • Monitor and review SC metric performance of suppliers on periodic intervals with improvement action plans. • Dual responsibility of category management and territory/regional development. • Develop annual promotional calendar leveraging insights from seasonal trends enabling timely and better negotiations with suppliers. • Introduction and management of own Brands in relevant categories. • Leading a team of 1 Assistant Manager and 15 department manager and a consultant – training, mentoring and grooming them within the category Achievements: • Delivered highest Shelf sale growth in the entire FMCG category in 2012. • Delivered highest margin percentage in the entire FMCG category in 2012. • Bagged the Best Category Award from MD in 2013 by achieving highest growth in Sales & Margins. • Involved in the core team for successful launch of Metro Stores at Bangalore-3, Mumbai (2 store), Ludhiana, Jalandhar, Delhi, Jaipur and Indore. • Exceptionally achieving Forecast numbers inexorably since 2012 for both Top Line as well as Bottom line.

Responsibilities: • Managed 3 Districts with universal outlets of 10,000 with a team of 6 Sales Executives, 2 Team Leaders, 12 Market Developers and 45 Distributors and generating business worth Rs.1.5 bn. • Responsible for Net Revenue, Sales Volume Growth, Executive Score, Skill Level Index and Asset Control. • Responsible for business development, distributor management, retail management, key account management, financial control and asset management, increasing revenues, streamlining operations, and creating a team work environment to enhance productivity innovatively for organizations. • Responsible to ensure continuous improvement in outlet level execution standard as per the company norms by way of monitoring execution of cooler, availability and activation parameters and execution scores are measured totaling to 100. (Availability Score 65 points, Activation Score 15 points & Cooler Score 20 points). • Forecasting sales targets and executing them in a given time frame thus enhancing clientele, planning and delivering distribution depth, coverage and sales and responsible for both physical and unit case volume achievement. • Responsible to ensure continuous increase in NPD contribution by way of ensuring 100% billing to distributor, range selling by salesman and improving NPD. • Responsible for all the company assets (chilling equipment and other marketing materials) for proper utilization, existence and new placement. Achievements: • Achieved Tumkur market share from 55% to 80% in 2007 with 40% volume growth. • Acknowledged for the efforts and rewarded with: o Bagged the Best Area Sales Manager Award from CEO in 2009 by achieving highest growth in Sprite Brand and met Sharuk & Knight Riders Team. o Bagged the Best Team Leader Award of Bangalore for 2008. o Received the Best S.E Award for Rest of Karnataka for 2 years (for highest sales growth and Execution score) o Received the Best S.E Award for Region Central in 2005.

Responsibilities: • Responsible to manage 2 routes with universal outlets of 250, sales volume growth, NPD contribution, business development and retail management. Achievements: • Continuously shown a volume growth of 38% over last year. • Shown 120% growth especially on Aquafina Water.

The General Management Programme (GMP) is designed to accelerate the leadership ascent, The programme has been designed keeping in mind needs for leadership development and prepares to take on a more strategic role in organization's success.