Product Manager

Sheldon De Sousa

+1-832-***-**** / **************@*****.***

Valid US Work Authorization

Summary

A dynamic product management professional with over 9 years experience within the consumer electronics & home appliances industry. Working in a fast paced environment overseeing product planning, management and execution throughout the product life cycle. Liaising with internal / external departments and agencies to ensure revenue, profitability and customer satisfaction objectives are met. A versatile thinker with a proven track record, blending creative intellect and sharp planning skills to manage business operations. Looking for a new and challenging managerial role, one that will make best use of my existing skill sets while enriching my professional development and learning. Experience

Albatha Group, Super General Company, Dubai, United Arab Emirates Jan 2012- Mar 2015 Product Development Manager - Flat Panel Displays, Washers & Home Appliances Contribution: $16 million (end 2014)

Responsibilities

§ To function as the company’s ambassador, to lead suppliers to believe in the values we represent and give them a sense of being our ‘business partner’ and ‘stake holder’.

§ Ensure ‘fair business’ practices with suppliers and customers, and work towards the establishment of long-term business partnerships & relationships.

§ Function as the leader of the designated product division by being the focal point of information, intelligence and strategy.

§ Maximize return on investment / working capital deployed.

§ Development and planning of product / category roadmaps

§ Development of effective product & vendor strategies and ensure the company meets its short and long term objectives.

§ Effectively negotiate price, products, features and business terms to maximize sales and profit margins and enhance brand image of the company.

§ Lead sales, maintain profit levels and enhance the brand image in designated product categories.

§ Offer end consumers through internal partners, ‘value- for- money’ products in line with market needs.

§ Liaise with trade partners and distributors through our internal customers to maximize scope of business and profitability.

§ Liaise with the local and regional heads of department to ensure continuous business improvement.

§ Evaluation of all products, product lines & markets prior to introduction, extension or expansion.

§ Monitor product quality in liaison with the service centers to minimize defect ratios and maximize customer confidence in us.

§ Work with various internal and external agencies on market intelligence.

§ Work with external agencies on above the line and below the line marketing initiatives.

§ Assume additional / new responsibilities as they are delegated by senior management, not limited to the product management role.

Key Accomplishments

§ Enabled the development and growth of the flat panel category, which now contributes over 7% (end 2014) in annual sales revenue from less than 2% in 2011.

§ Re-vamped and extended an aging washer line-up and helped reduce quality issues significantly. This resulted in reversing a sliding market share while improving profit margins and turnover for the category.

§ Developed from scratch a new product line up of kitchen appliances in 2014 to renew the company’s foray into this segment.

§ Top position in the UAE for flat panel sales amongst all private labels in 2012, 2013 & 2014 (GFK).

§ Top position in the UAE (twin tub segment) within the washer category in 2012, 2013 & 2014, third overall

(dryers, twin-tubs, front and top-loading segments) inclusive of mainstream brands (GFK).

§ Currently Super General carries the most comprehensive line-up of flat panel displays and washing machines 2

amongst all private labels in the UAE.

Nikai Group of Companies, Dubai, United Arab Emirates Feb 2009- Jan 2012 Product Manager – Consumer Electronics

Contribution: $32.5 million (end 2011)

Responsibilities

§ To build product roadmaps in line with market requirements while balancing consumer satisfaction with company objectives.

§ To identify vendors based on reputation, product range, quality, clientele base and other criteria in line with the company’s policies and requirements.

§ Develop products on schedule and work towards a critical path.

§ Manage the product life cycle.

§ Manage channel wise product portfolio and profitability.

§ Maintain optimal inventory levels by balancing order fulfillment with rotation of stock.

§ Liaise with the marketing team on communication initiatives for products and categories both internal and external.

§ Evangelizing new products within the company.

§ Organizing and conducting training sessions for sales teams and merchandisers on portfolio introductions, closures, modifications and strategic directions.

§ Motivate and provide full support to key stakeholders such that they are empowered and committed to achieve targets and objectives set.

§ Monitoring of competitor activities and portfolios through networking, regular market visits and market research.

Key Accomplishments

§ Top position in the UAE for flat panel sales amongst all private labels in 2010 & 2011 (GFK).

§ Top position for dvd and dvd portables amongst all private labels in 2009 & 2010 (GFK).

§ Contributed to double digit growth rates for the consumer electronics category from 2009 to 2011

§ Contributed to the growth of flat panel displays in Saudi Arabia, which at the end of 2011 accounted for 48% of overall sales revenue from under 10% in 2008.

Aray Group of Companies, Dubai, United Arab Emirates Mar 2007 – Feb 2009 Category Manager – Consumer Electronics and Home Appliances Contribution: $43 million (end 2008)

Responsibilities

§ Procurement management – local and international.

§ Liaising with major suppliers within the consumer electronics industry.

§ Negotiations with respect to product line up, pricing and forecasts.

§ Consignment management in coordination with sales, logistics and finance.

§ Data management and analysis.

§ Management and development of the corporate website.

§ Field and intra-organizational research on customer insights.

§ Preparation of quarterly and annual sales & marketing plans.

§ Planning and implementation of marketing / promotional activities through in-house retail outlets.

§ Preparation of media plans – print, radio and television. Key Accomplishments

§ Developed operational control procedures and models for optimal forecasting

§ Grew Samsung’s contribution from under 10% in 2006 to over 40% in flat panel displays in 2008

§ Achieved zero demurrage targets from 2007 through 2008

§ Led the development and implementation of the corporate website and marketing initiatives, in-store and outdoor. 3

ATN Media FZ, Dubai, United Arab Emirates Mar 2005 – Feb 2007 Account Executive – Media Sales

ATN Media FZ, is a directory publishing business covering the UAE through several targeted printed mediums featuring specific industries and general commercial information. My role was in business development and management with assigned sales targets over the course of the year. Key Accomplishments

§ Highest revenue generated from a single client

§ 70% collection rate prior to publication

Internships Aug 2002- Aug 2004

§ Madison World – As part of the media-planning team, I looked after the budget spends and spot buying for a major conglomerate’s FMCG division.

§ JW Marriott – Assisted the Training & Development Head on various training programs for in-house staff as well as new recruits.

Education

§ Indian Institute of Management, Ahmedabad – Management Development Program in General Management, 2014

§ Indian Institute of Planning and Management, Bombay –Post Graduate in Marketing, 2002 - 2004

§ International Institute of Management, Belgium – MBA in Marketing, 2002 - 2004

§ St. Andrews College of Arts, Science and Commerce, Bombay – Bachelor of Arts in Economics, 1995 - 2000

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