Mohammed Ashraf - FMCG Sales Head - Oman

Najeem Mohammed Ashraf



FMCG Sales Head


I am capable of serving as the catalyst for achieving revenue objectives and organic growth through effective contributions. I possess over 18 years' of experience, and the major portion 10+ years with the same group in the Oman and managing Oman/UAE markets, Business Development, Managing profit centre, Sales Management with extensive experience in successful FMCG product launching, effective distribution, focused targeted marketing besides budgeting and annual plan along with the total management.

Work History

Sales Manager and managed the sales and distribution system. New Branding done


From May 2010

Since May '10: Sohar Poultry Company (SAOG), Sultanate of Oman
Sohar Poultry Co. is a joint stock firm in the Poultry sector and to plan for further expansion, Certified by HACCP. Continuing the same responsibilities as Sales Manager and managed the sales and distribution system. New Branding done & revamp packaging of full products, successfully launched.

◆ Devised and effectuated Regional Annual Business Plan (ABP).
◆ Full distribution set up by re arranging the sales operation.
◆ Brand re-development executed and successfully launched.
◆ Brand share has dominantly improved and made available the products all over with regular plans.
◆ Full team & leadership development leads to a good future and expansion is on the way.
◆ Team development & training with a vision of 3 year plan.

Head - Sales & Marketing

Dhofar Poultry Co

January 2005 - April 2010

(Leading & the Pioneer Poultry Co. in Oman since 1994 - An Associate firm of DCF - certified by ISO & HACCP)

◆ Formulated and executed Business Model/Annual Business Plan in accordance with production and Plant reports, leading to brand development and successful business launch.
◆ Spearheaded successful launch of new brand and products of Dhofar Poultry.
◆ Effectively structured and executed the Export Market; achieved 85% of total production in Fresh Poultry Products Sales which changed the company financials.

Sales Manager

Dhofar Cattle feed Co

October 2001 - December 2004

◆ Spearheading complete sales and marketing functions in the company.
◆ Expanding the distribution of dairy products all through Oman by appointing and managing channel partners in the region.

◆ Pioneered the complete set up of 3 regional units now operating independently.
◆ Devised and effectuated Regional Annual Business Plan (ABP) for DCF, the leading ISO/ HACCP certified company.
◆ Spearheaded complete launch of various products including flavoured milk, fresh juices, flavoured yoghurts and UHT items all over Oman through 3 new, successful regional centres.
◆ Performed branding of A'Safwah dairy products and its successful launch.
◆ Systematically planned and executed various sales-related MIS, focusing on promoting superior customer service and maintaining strong client relationships for better market improvement.

Dairy farm management, Dairy Plant

Dhofar Cattle Feed Company

From June 2000

(SAOG), Sultanate of Oman
DCF Co. is a joint stock firm constantly showing good growth in the manufacturing sectors of agriculture, Dairy farm management, Dairy Plant, Feed Mill, etc. and its Sales and Marketing. Leader in Fresh Milk category sales in Oman - Certified by ISO & HACCP)

Growth Path along with Notable Contributions

Assistant Manager

Support SSM, Salalah

June 2000 - September 2001

◆ Supporting the Senior Marketing Manager in MIS Analysis, Market Research & Advertisement Campaigns.
◆ Formulating and implementing ABP, Strategy & Operational strategies with the Senior Manager
◆ Conducting market analysis & MIS preparation, while researching new product feasibility thereby improving existing product line.
◆ Liaising with research and advertisement agencies to improve marketing and advertisement.

Notable Attainments Across the Tenure
◆ Conferred with Special Award for achieving 1 million litres production & sales
◆ Felicitated with Best Private Label Supplier Award during the 1st year of Export from Spinneys Dubai LLC.- Fresh Poultry products
◆ Successfully led team managers and their units to accomplish 100% production target allocation, the best sales output possible and made profitable centres.
◆ Integral member in company brand achieving major market share of Fresh Milk category, as per MEMRB, and company total production increasing to millions lit.

Area Manager

Online Publishing & Advertising

February 2000 - May 2000

◆ Strategically formed a broad client base in UAE, especially in Abu Dhabi.
◆ Supervised and motivated sales team members to achieve space selling target.
◆ Developed critical relationships with advertisement agencies to receive the set target.

Sales & Advertisement Manager

Madhyamam Daily

November 1995 - January 2000

◆ Administering complete space sales operations in the company.
◆ Generating profitable sales strategies synchronized with company goals

◆ Enhanced corporate image, through coordination and management of sales units, advertisements agencies and corporate clients.
◆ Devised and implemented motivational schemes to increase efficiency, quality & output from advertisement agencies and sales team.
◆ Leading and managing Business Executives and Agents in company operations and sales strategies.


Qualifications & Certifications

Post Graduation in Business Management -MBA

L. N. Mishra College of Business Management


S.N. College Kerala, Kerala University

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