Yasser Arafath
Senior Manager
Coimbatore
Summary
Highly motivated and results-driven Sales Professional with 17 years of experience in driving revenue growth across FMCG, Consumer Durables, and Retail sectors. Expert in team development, brand positioning, and market expansion, with a proven track record of scaling businesses from zero-base to multi-crore annual turnovers. Seeking a senior management role to leverage advanced expertise in sales strategy and customer relationship management.
Overview
19
19
years of professional experience
Work History
Senior Manager
Harman International Pvt Ltd
08.2023 - 04.2025
- Led a team of 2 Area Manager in general trade and retail operations across 25+ districts in ROTN (Tamilnadu except Chennai, Pondy, Arcot).
- Spearheaded the business growth for Bar Speakers, Party Box and Headphone categories.
- Established strong relationships with clients and stakeholders, ensuring long-term partnerships and repeat business.
- Implemented and developed operational standards, policies and procedures.
- Held monthly meetings to create business plans and workshops to drive successful business.
- Provided strong leadership to enhance team productivity and morale.
Branch Manager
Ken Lifestyles Pvt Ltd
04.2022 - 07.2022
- Led a team of 2 Area Managers overseeing general trade and retail operations across major districts in Tamilnadu.
- Spearheaded the business growth for Air Coolers and small appliances categories.
- Improved customer satisfaction ratings by enhancing service quality and resolving client issues promptly.
- Maintained friendly and professional customer interactions.
- Continuously monitored branch performance against key performance indicators, taking corrective actions as needed to ensure objectives were met or exceeded.
Senior Manager
Reliance Retail Limited
04.2020 - 04.2021
- Zero-to-Scale Success: Built a comprehensive distribution network from scratch, achieving a monthly turnover of ₹40 Lakhs within a short period.
- Enhanced brand visibility in top-contributing counters, significantly increasing market share across major districts in Tamilnadu.
- Led cross-functional teams to achieve project milestones and deliver high-quality results.
- Consistently met or exceeded annual performance targets set by senior leadership.
Area Sellout Manager
Panasonic India Pvt Ltd
02.2015 - 03.2020
- Revenue Growth: Managed a business portfolio worth ₹42 Crores per year.
- Market Penetration: Increased Numeric Distribution (ND) in Erode from 33% to 57%.
- Product Launches: Successfully introduced Microwave Ovens and Audio systems in the Coimbatore branch, capturing a 45% market share in key accounts.
- Promoted to Deputy Manager in 2017 for exceptional performance in distribution and direct dealer management.
Area Sales Manager
Whirlpool of India Limited
04.2014 - 02.2015
- Managed distribution across Coimbatore, Erode, Nilgris, and Tiruppur, delivering ₹24 Crores in annual revenue.
- Awarded "Star Award" (May 2014) for recording the highest growth in the region.
- Managed a successful sales team, consistently achieving and exceeding monthly sales targets.
- Expanded market share through effective prospecting, lead generation, and negotiation skills.
Territory Sales Officer
Hindustan Unilever Limited
09.2009 - 04.2014
- Managed a portfolio of Detergents, Personal Products, and Food & Beverages worth ₹36 Crores per year.
- Project Excellence: Tripled growth for "Project Xpress" (2013) and was a top revenue contributor in the branch.
- Ranked in the Top 10 for "Perfect Stores" achievement.
- Streamlined territory management process, resulting in more efficient time allocation for account visits.
- Organized successful promotional events within the territory that drove brand awareness and generated new leads for the company.
- Optimized route planning for account visits, reducing travel time and allowing for increased face-to-face interactions with clients.
- Consistently met or exceeded quarterly sales targets by effectively managing sales pipeline and closing deals strategically.
Territory Sales Incharge
Britannia Industries Limited
08.2008 - 08.2009
- Achieved a consistent record of 100%+ monthly sales targets.
- Awarded the Regional Level Trophy and selected for the prestigious "Market ka Raja" position.
- Self-motivated, with a strong sense of personal responsibility.
- Proven ability to learn quickly and adapt to new situations.
- Skilled at working independently and collaboratively in a team environment.
Market Intelligent Assistant
Jyothi Laboratories Limited
09.2006 - 06.2008
- Handled distribution and done a business of 40 lakhs per year.
- Widened the market reach of Maxo Coil and Liquid.
- Positioned new products like Ujala Stiff & Shine Fabric Enhancer, Exo Bar in virgin areas boosting market share for
the product. - Assisted manager in all aspects of business operations.
- Collaborated effectively with cross-functional teams to achieve shared goals in a timely manner.
- Strengthened client relationships through consistent follow-up communication and efficient problem resolution.
Education
MBA - Marketing
Anna University
Chennai, India 04.2001 -
Bachelor of Commerce (B.Com) - Commerce
Jamal Mohammed College
Tiruchi, India04-2003
Skills
Strategic Planning: Sales Forecasting, Business Development, and Market Intelligence
Leadership: Managing large cross-functional teams (Area Managers, SOAs, and FIS)
Market Expansion: Distribution Network Building, Retail Chain Management, and General Trade
Operations management
Resource allocation
Operations planning
Cross-functional collaboration
Timeline
Senior Manager
Harman International Pvt Ltd
08.2023 - 04.2025
Branch Manager
Ken Lifestyles Pvt Ltd
04.2022 - 07.2022
Senior Manager
Reliance Retail Limited
04.2020 - 04.2021
Area Sellout Manager
Panasonic India Pvt Ltd
02.2015 - 03.2020
Area Sales Manager
Whirlpool of India Limited
04.2014 - 02.2015
Territory Sales Officer
Hindustan Unilever Limited
09.2009 - 04.2014
Territory Sales Incharge
Britannia Industries Limited
08.2008 - 08.2009
Market Intelligent Assistant
Jyothi Laboratories Limited
09.2006 - 06.2008
MBA - Marketing
Anna University
04.2001 -
Bachelor of Commerce (B.Com) - Commerce
Jamal Mohammed College