Sales Manager

Miranda Shehata

* * ***** ****** ******* st. ****************@*****.***

Heliopolis Cairo Egypt Phone: 727-***-****

PROFILE

• A result oriented, agile and innovative professional with over 9 years of progressive trade marketing and business development experience in tires and consumer goods industry in Egypt and North Africa.

• Energetic and passionate expert with a unique understanding of consumers coupled with the ability to distil complex market data and analysis into clear and actionable recommendations.

OBJECTIVE

• Obtain a marketing role and instill a vision to achieve company goals and surpass growth expectations while securing future returns through maintaining quality and integrity

COMPETENCIES

Results orientation

- Results focus & initiative: Focuses on results and desired outcomes and how best to achieve them. Gets the job done.

- Problem solving and decision making: Able to use expertise and analytical techniques to understand problems and devise adapted solutions to maximize the probability of success including alternatives to be ready for changes.

Personal effectiveness

- Adaptability & Flexibility: Adapts to changing business needs, conditions, and work responsibilities.

- Attention to details: Diligently attends to details and pursues quality in accomplishing tasks.

- Customer focus: Builds and maintains customer satisfaction with the products and services offered by the organization.

Interactions with others

- Communication: Actively seek to understand others with active listening, facts & information (both verbal and non-verbal) before drawing conclusions and timely responding accordingly. Always use a combination of communication styles and techniques to ensure a good reception.

- Teamwork: Promote friendly climate, good morale, collaboration and alignment among team members, preventing and resolving conflicts, protecting and enhancing team reputation.

- Ethics & Integrity: Earns others’ trust and respect through consistent honesty and professionalism in all interactions.

WORK EXPERIENCE

2010 till present Michelin Tires Cairo, Egypt

Marketing Manager – Trade marketing & marketing intelligence

Responsible for defining the marketing strategy in Egypt and implementing the local market approach.

• Defined the brand’s value, performance and positioning in the market set-up along with the state of mind of Egypt customers, result communicated the performance and safety aspects of the Tire which led to gain higher traction.

• Established functional benefits of comfort, performance and safety amongst the non-users to encourage them to try out our brand through a tire test campaign measuring dry road braking distance, against 5 competitor tire brands, results: when Michelin stops, the average of competitors is still at a speed of 20 Km/h.

• Contributed to the marketing strategy and processes within Michelin head office orientation by proposing to study the new market of original equipment. Resulting providing competitive offers to vehicles manufacturers which delivered volume growth of 17%, key competitors Bridgestone lost 2% share.

• Deployed the brand strategy in the country by ensuring clarity of the brand’s value to sales force and customers, arguing price positioning vs. competitors based on performance, safety and robustness of the tire to address consumer’s needs.

• Applied all elements of marketing mix to reach commercial results, set tools and methods required for an effective price strategy and ensure implementation of pricing process and propose adjustments, resulting consumers moved to the highest profitable sizes. Deployed the communication plan. Results: increased total awareness of consumers.

• Assisted the commercial director to define the current distribution structure and market accessibility which led to a new partnership program deployment with dealers through volume commitment, results: gained market share from 9% to 11%.

• Propose annual plan commitment (SOM/GM, brand, price) including promotional activities. Proposal was approved by head office.

2008 – 2009 Edita Food industries Cairo, Egypt

Trade marketing Manager - Modern Trade

Responsible for the channel performance by maximizing sales profit through improving shelving and display, providing market and competitors insight regarding trade development and activities to reach the budget by the end of the year.

• Studied the current local market for more understanding the consumer drivers, product launches, visibility and competition status.

• Focused on sales fundamentals such as distribution, display, promotion and prices and conducted a comprehensive market analysis with clear recommendations to improve the scale organizations sales results.

• Fully led successfully, the brand development through outlets activation, branding activities and it delivered an incremental 25% in sales vs. last year. This is a result of deep consumer research, and strong customer’s support of the campaign, leading to precedent sales results.

• Initiated and developed from scratch, diet bakery corners supported by Sweet’N Low (low calorie sweetener) conducted inside the stores. Results: built brand awareness, consumer experienced the product taste which drove him to take it from the shelves. This campaign delivered unprecedented result indexing 20% vs. last year result.

• Implemented the standard planogram, the placement of a brand within a category how it should be related to the value market share to make the shelf clear and impactful, resulting more visual for the consumer to find the required item, optimize the shelf space, 75% of the shoppers prefer vertical block building, delivered sales growth of 26% versus last year.

2005 – 2008 A-Ahram Beverages company – Heineken International Cairo, Egypt

Commercial Planning Manager – Sales Development

Responsible of the segment performance and identify area of revenues/opportunities, setting budget, monthly forecast, monthly targets, planning trade promotions, evaluate promotion effectiveness.

• Successfully bridge the planning gap between sales & marketing and work closely with sales in planning activities, promotions and market needs.

• Primary person responsible for setting monthly, quarterly forecast resulting in accuracy reaching 95% and avoiding out of stock products coordination with the supply chain.

• Setting monthly targets for sales team and follow up on volume achievements. Pushed volume to achieve 100% from target by running trade promotion and consumer promotion in parallel coordination with marketing to avoid any overstocking at traders warehouses and updating the sales team on marketing activities.

• Worked on three years plan per brand, channel and region.

• Initiated a weekly meeting with supply chain to follow up on production plan, resulting:

a) Avoid out of stock

b) Modifying production schedule according to market’s need.

c) Aligning the sales team of any upcoming shortages in production due to technical issues so they save the customers from being out of stock.

• Chosen by Chief of Sales & marketing to be member of Route to Market project, assisting in value chain analysis to come up with outputs, objective is to increase the efficiency of the sales & distribution force. Resulting: turning Delta & Upper Egypt from direct sales to Wholesale, maximizing the ownership of all important accounts with high volume to directly deal with the company, take the weighted accounts in tourist areas, indirect the other less attractive accounts.

• Established a clear vision on the tourism situation in Egypt by working closely with the Ministry of Tourism in gathering current and historical numbers of tourists. Results: set a more accurate sales forecast in the tourist areas.

2002 – 2004 Market Analyst – Beer Business Unit Cairo, Egypt

Responsible for monthly sales analysis by SKU, Channel and Region

• Analyze the monthly sales vs. budget, vs. last year to track the SKUs performance and monitor the Heineken sales growth contribution which grew from 5% to 6% market share.

• Analyze the Heineken new SKUs launches (Heineken David, Cans 500 ml) by studying its effects on total sales growth and cannibalization on other brands.

• Analyze the sales volume of the tourist areas to focus on improving Sakara brand, market share grew from 19% to 21% from total beer.

• Worked on coverage market analysis for new product launched, helped to penetrate the accounts did not place orders for the new SKU.

INTERNSHIPS

• 2000: French chamber of commerce Events Department

• 1999: Orascom for projects and tourist development Marketing Department

EDUCATION

1998 – 2002 Ain Shams University (French Section: Department de Gestion et de commerce International) Cairo, Egypt

Bachelor of Commerce, Major: Business administration

• Graduated with “Good” rating for average 4 academic years’ courses.

1990 – 1998 SACRE-COEUR French Academy Cairo, Egypt

• Graduated with 93% average

• Ranked 3rd in class of 110 students

OTHER

• Fluent in English, French, Arabic

• Mastering Microsoft office (Power point, word, excel, outlook, internet)

• Visa sponsorship required

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