Perera - Modern Trade Manager - Ratmalana, Dehiwala-Mount Lavinia, Sri Lanka

Mahesh Perera

Ratmalana, Dehiwala-Mount Lavinia, Sri Lanka

Services

Modern Trade Manager

Summary:

Modern Trade Manager at Maliban Biscuit Manufactories pvt limited

Work History

Head of Modern Trade

Maliban Biscuit Manufactories (pvt) Limited

From June 2012

1st June 2012 up to date – Head of Modern Trade Maliban Biscuit Manufactories (Pvt)
Ltd

• Providing the overall leadership to the Modern Trade channels
• Responsibility in Forecasting MT sales and overall responsibility in achieving MT targets.
• Responsibility in developing new strategies to enhance Modern Trade profitability
• Responsibility in developing strategies to increase the market share in Modern Trade and to reorganize the modern trade division of the organization.
• Provide strategic inputs to the Board of Directors and the top management with respect to Modern trade.
• Responsibility in enhancing business relationships with existing customers and to develop new customer bases.
• Responsibility on implementing channel marketing and merchandising strategies.

Customer Development Manager

Fonterra Brands Lanka (pvt) LTD

From November 2010

• Establishing MT channel objectives, formulating strategies to exploit opportunities in the MT channel
• Responsible for Planning , Developing and execution of Modern Trade (CFC-chain ) Company Operational Plan
• Responsible of 12M US business per annum for CFC with 3 people, handling two categories (Dry and Chilled)
• Responsible of introducing a model which enhances the Chilled supply chain efficiencies from Fonterra to CFC and as a result, Yoghurts became the number one sku in the CFC product portfolio
• Successful negotiation & implementation of Fonterra performance based KPI structure for CFC in order to resolve margin issues
• Maximizing the jointly working with customer (CFC) by participating for their promotion and achieving +54% growth over last 3 months going rate
• Responsible of innovative merchandising strategy in the MT channel in order to encourage trade up, brand switch and penetration

Key Accounts Manager

Pharmacies- Binzagr KSA

February 2010 - October 2010

• Heading the entire Pharmacy transition project which includes Transition of customer accounts, Resource and stock inventory allocations, virtual ware housing, screening human resources such as sales supervisors and team of merchandisers & setting targets
• Responsible for Planning, Developing and execution of transition of key pharmacies chains to Modern trade from General Trade
• Developing & implementing a distribution model based on each store types and classifications to cover each chain's customer universe in the kingdom.
• Responsible for Development of Pharmacy channel merchandising Strategy and execution.
• Developing & executing BDAs(Business Development Agreements) with key pharmacy chains & Promotions by understanding Shopper profiles.
• Responsible for Planning & Execution of pharmacy merchandiser plan-o-grams, store checklists, merchandiser training and their tool kits
• Planning & developing first ever Perfect store project in united pharmacy chain to get competitive advantage.
• Heading the most emerging pharmacy chains in the kingdom by managing 11 key account supervisors & 26 merchandisers & 180 other staff.

Channel Manager - Chemist & Cosmetic

Unilever Sri Lanka Ltd

March 2007 - February 2010

• Responsible for Planning, Developing and execution of C & C (Chemist & Cosmetic) Company Operational Plan.
• Developing & Implementing Service based distribution model to cover C & C channel universe.
• Responsible for Development of Chemist & Cosmetic channel merchandising Strategy.
• Key competencies/team building, passion for growth,
• Development of Channel vies (Chemist & Cosmetic) Promotions by understanding Shopper profiles.
• Responsible for Planning & Execution of C & C shopper focussed Activation's with the support of Third party Agencies.
• Planning & developing first ever Beauty zone project in Cosmetic channel & Unicare project in Chemist channel to get competitive advantage.
• Heading the Chemist & Cosmetic channel by managing three assistant channel managers & 20 Service provider sales representatives.

Customer Account Manager

Arpico & Laugfs super market chains

April 2006 - February 2007

• Responsible for (Two Key Accounts including one & only hyper market format-Arpico) Planning, Developing and execution of Modern Trade (Supermarkets) Company Operational Plan.
• Responsible for Development of Most emerging Modern Trade channel Merchandising Strategy.
• Key competencies/team building, passion for growth,
• Development of Channel vies / Chain vies MT Specific Promotions by understanding Shopper profiles.
• Responsible for Planning & Execution of Modern Trade Customer Activation's with the support of Third party Agencies.
• Establishing Channel objectives, formulating strategies to exploit opportunities in the identified channel.
• Lead a Team of 2Assistant Customer Account managers.

Key Customer Development Manager

Secondment to Unilever Philippines

October 2005 - March 2006

• Was sent for a secondment to Unilever Philippines for six months & Assigned to different customer formats such as one of the leading & advanced hyper market formats- Shopwise Philippines, international chain formats -Makro & cash & carry retailer- Ultra Mega- Philippines.
• Responsible of introducing a model which enhances the supply chain efficiencies from Unilever to customer.
• Successful negotiation & implementation of Unilever retail reseller solution center at Ultra mega chain.
• Introduction & implementation of three Sachet bays project for different customers led to an increase in sachet sales by 15%.
• Coordination & successful introduction of inter variant packs had helped to increase Surf sales by 20% in Makro chain.
• Strategic influencing on Customer Business Development Plan-2006 for Unilever Philippines & Makro.
• Establishing a key project to improve ULP brands' on shelf availability (OSA) & recommending ways to improve that had led to 3% up on OSA within a month at Shopwise chain.
• Successful implementation of NPI & innovative merchandising solutions such as Personal care solution centres, POP TV & innovative merchandising at POP.
• Exposed & was able to work with different functional groups & departments for various projects of which demonstrated strategic influencing, organisational awareness & team commitment.
• Great Interaction & exposure with customer Marketing, Supply chain, Customer activation, Customer service and retail solution groups.
• Leading the team of retail solutions who produces innovative Home & Beauty care solution Centres.

Customer Account Manager

OMT

June 2005 - September 2005

Responsible for (Five Key Accounts) Planning, Developing and execution of Modern Trade (Supermarkets) Company Operational Plan.
• Responsible for Development of Most emerging Modern Trade channel Merchandising Strategy.
• Key competencies/team building, passion for growth,
• Development of Channel vies / Chain vies MT Specific Promotions by understanding Shopper profiles.
• Responsible for Planning & Execution of Modern Trade Customer Activation's with the support of Third party Agencies.
• Establishing Channel objectives, formulating strategies to exploit opportunities in the identified channel.
• Lead a Team of 2Assistant Customer Account managers.

Customer Account Manager

SMMT

November 2003 - June 2005

• Responsible for value and volume targets of the respective account for the month and year
• Responsible for achieving display and merchandising standards of the SMMT account.
• Responsible of Managing the Three Service Providers and achieving minimum of 30% Return On Investment (ROI)
• Managing the Sales team of 8 customer account executives by motivating and grooming them to take up higher responsibilities
• Responsible for Planning, Developing and execution of Modern Trade (Super markets) Company Operational Plan.

Assistant Customer Account Manager-MT

May 2001 - October 2003

• Responsible for Monitoring managing and achieving the Company objectives for SMMT account.
• Assisting and overlooking the team of 4 executives whom were assigned to above customer Account.
• Responsible for achieving and providing yearly Sales targets for the MT team and Monitor it.
• Facilitate the upgrading, Increments, Transfers, training of Sales personal. With HR Dept.
• Responsible of Managing the Distributors and achieving minimum of 30% Return On Investment (ROI)

Sales Executive

January 1997 - April 2001

• Responsible for Achieving Sales, Distribution, & Display objectives in the assign Sales areas.
• Managing Distributors to achieve his monthly and annual targets
• Implement Company Strategic plan in the assign areas
• Conducting special Area focus activation within the Distributor Area.
• Awarded as the best sales executive for the year by wining chairman's trophy for the second time.

Sales Representative

January 1991 - January 1997

• Responsible for Selling, distributing, Displaying and Merchandising Company products range.
• Achieving respective monthly and yearly sales targets.
• Carrying out launch/ Relaunch activities of the Company
- Awarded as the best rep for the year by wining the Chairman's trophy

Qualifications & Certifications

The Charted Institute of Marketing

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