Muhammed Shaaji

Mobile: +971552660277 +971508676100 Email: shaajism@gmail.com

Sales & Marketing / Business Development professional

o A dynamic professional with 15 years of FMCG experience in the field of Sales & Marketing, Business
Development, client relationship management. Skilled in building and maintaining relationships with
suppliers and customers. Deft in driving the complete business through innovation, decision making,
organizational and interpersonal skills.
o A strong team leader with excellent communication, negotiating, problem solving and analytical mind.
Pursue an innovative, time management and confidence in a personal performance role and establishes
stable relationships at all levels. Proactive with in-depth Knowledge of market trends and related products.

Core Skills

 Sales & Marketing  P&L Management and Budgeting

 Key Account Management  Sales Promotion & Branding
 Strategic Alliances  Sales Collateral & Support
 Product Positioning & Branding  Team Management
 Channel Management  Products Launch & Development

Primary Responsibilities

Sales: Taking care of sales with focus on achieving predefined sales target and growth across
region. Forecasting and planning monthly & quarterly sales target and executing them in a given
time frame.

Marketing: Analyzing latest marketing trends and tracking competitors’ activities and providing
valuable inputs for fine tuning sales & marketing strategies; initiating market development efforts.

Business Development: Executing the long term business directions of the region to maximum
profitability in line with organizational objectives.

Operations: Managing activities pertaining to negotiating / finalization of deals for smooth

execution of sales & order processing.

Relationship Management: Managing customer centric operations and ensuring customer

satisfaction by achieving delivery timelines and service quality norms. Giving presentation and
demonstration to customers on product developments, sales reports, latest trends, etc...
 Professional Experience

FOODTECH TRADING LLC

Sales Manager, 3/2015 to 09/2016
Manage Sales and Distributor functions, overseeing 28-member team. Direct brand management, product
positioning, product launches, advertising, sales collateral and trades marketing.

Selected Accomplishments:

 Develops Sales plans and budgets to achieve or exceed the annual sales objectives for the
company. Monitor and control the sales budget to ensure optimum utilization of resources in
the territory.
 Sets clear priorities between different activities and plans and budgets to create maximum
through-the-line effectiveness, whilst delivering best possible ROI.
 Coaches team to develop a passionately local mindset whilst retaining overall strategic focus
and helps to mediate regional and local conflicts.
 Ensure required resources are in place to deliver the brand and category strategies and
makes trade-off decision between them, when required.
 Complete all required reports regarding sales and sales campaigns, market feedback and
team territory management activities.
 Responsible for management of account assignment activities, including adjustments, dispute
resolution and account investigation.
 Determines the level of share and financial ambition for the brand, articulates it in a clear and
inspiring way, motivates the organization to support it and coaches the team to break it down
into specific brand objectives.
 Uses insight, understanding and experience to create a wider, ambitious but realistic vision
for the brand.
 Recruit, hire and train new sales team for openings within assigned sub team; maintain pool
of qualified candidates.

GULFCO - GULF TRADING & REFRIGERATING LLC - One of the leading distributors in U.A.E (Juma Al
Majid Group) of Food, Beverage and Non Food branded products like Mondelez, Nestle Waters,
Wrigley’s, General Mills, SC Johnson, etc…
Key Account Manager, (Abu Dhabi & Al Ain region) 1/2014 to 3/2015

Manage Sales and Distributor functions, overseeing 23-member team. Brand objectives implementation,
building product lines, product positioning, product launches and manage wide distribution network.

Selected Accomplishments:

 Taking care of the sales with focus on achieving predefined sales target and growth across
region.
 Conduct regular market visit to check route coverage, competitor activity and continuously
search for new opportunities in order to increase sales in the territory.
 Provide distributors and customers in the area with information about new or improved
products and services.
 Establish and ensure that all the sales administration procedures relating to the territory are
properly implemented to support the sales team in their efforts to accomplish the sales
targets.
 Coordinate and follow up with the storehouse supervisor to ensure that adequate inventory
stock of products is maintained for the area in order to meet the sales delivery schedule and
provide the distributors with superior level of service and meet the needs of the customer.
  Liaise with marketing team to ensure that adequate marketing support by way of
merchandising and promotions is available in the region in order to provide brand visibility
and promote sales in the region.
 Develop the necessary regional sales team structure and ensure the right calibre of staffing
and appropriate training to meet all job requirements. Provide leadership so that staff are
well motivated and engaged to stay and contribute effectively to the organisation skills.
 SKU analysis, reporting to the management about the performance of each SKU

GULFCO - GULF TRADING & REFRIGERATING LLC - One of the leading distributors in U.A.E (Juma Al
Majid Group) of Food, Beverage and Non Food branded products like Mondelez, Nestle Waters,
Wrigley’s, General Mills, SC Johnson, etc…
Sales Supervisor, (Abu Dhabi & Al Ain region) 3/2010 to 12/2013
Selected Accomplishments:
 Supervise the activities of assigned sales territories to meet and exceed yearly sub team
goal.
 Assist sales representatives in developing long term and daily territory plans that optimize
time and resources.
 Identify training and/or coaching needs and plan necessary steps to achieve desired results.
 Ensure that all Inside Sales Representatives achieve the required level of product knowledge
necessary to promote assigned titles.
 Complete all required reports regarding sales and sales campaigns, market feedback and
team territory management activities.
 Responsible for management of account assignment activities, including adjustments, dispute
resolution and account investigation.
 Work in the market on regular basis with all sales personnel to assist them in managing
customer's issue. Improving performance and providing training objectives.
 Co-ordination among customers, sales team and the company, Route mapping, devising &
allocating to the salesmen.

GULFCO - GULF TRADING & REFRIGERATING LLC - One of the leading distributors in U.A.E (Juma Al
Majid Group) of Food, Beverage and Non Food branded products like Mondelez, Nestle Waters,
Wrigley’s, General Mills, SC Johnson, etc…
Modern Trade Executive, 1/2007 to 2/2010
Selected Accomplishments:

 Handled Modern Trade outlets, Carrefour, Lulu Group, Union co op, Sharjah Co op & K.M
Trading group and handled entire Northern Emirates customers.
 Monitor product movement and trends in the market.
 Report competitor trends to senior management.
 Ensure timely and systematic schedule for orders and distribution of products. Collection of
cheques in accordance with due date.

GULFCO - GULF TRADING & REFRIGERATING LLC - One of the leading distributors in U.A.E (Juma Al
Majid Group) of Food, Beverage and Non Food branded products like Mondelez, Nestle Waters,
Wrigley’s, General Mills, SC Johnson, etc…
Sales Representative, 1/2004 to 12/2006
Selected Accomplishments:

 Handled Traditional trade outlets viz Madina Group, Talal Group, Grand, Sunrise and Manama
Group handled Dubai and entire Northern Emirates customers.
 Monitor product movement and trends in the market.
 Report competitor trends to senior management.
 Set-up new outlets and implement new ideas and strategies to improve merchandising.
  Ensure timely and systematic schedule for orders and distribution of products. Collection of
cheques in accordance with due date.

Technology
Software: MS Project, Crystal Reports, MS Office (Word, Access, Excel, PowerPoint) and
Internet Applications.

Education

Bachelor of Commerce in Business Studies, 2000 (Calicut University, India )

Awards

 General Mills MENA, Certification of Appreciation in recognition for completion of the 2013 Betty Crocker
workshop – Rising to the Challenge.
 KRAFT FOODS, In Appreciation of Efforts and Contribution to a record breaking Performance on Tang &
Desserts during Ramadan 2011
 KRAFT FOODS, for participation in the Tang display competition (GCC) and showcasing outstanding
visibility across the Tang range.
 GULFCO, for outstanding performance, target achievement and contribution towards achievement of
company objectives.

Trainings Attended

 “BLUE Master 1” in store excellence training by General Mills MENA, Dubai, November 9 th, 2014.
 “Key Account management” by Sales Leadership Academy of Kraft International Communications in Dubai,
conducted by Mr. Tony Almeida – Director of KIC Sales training & development.
 Training on “Basic Selling Skills” in Dubai by Mr. Mohan Pillai – Business Development Manager, Mondelez
International
 Training on “Customer Business Planning” in Dubai by Mr. Sharath – Sales Manager, Mondelez International
 DIGITAL MERCHANDISING PILOT – Shelf snap is a high-tech merchandising audit service using image
recognition and spatial analytic engine to yield richer insights on in-store execution.

Personal Details

Nationality : Indian
Marital Status : Married
Visa Status : Visit, Transferable
Driving License : Holding UAE Driving license
Date of Birth : 30.05.1979
Languages Known : English, Hindi and Malayalam

References are available on request.