YOGESH KUMAR
New Delhi
Summary
An achievement-driven professional offering over 23 years of resourceful experience in Channel Sales, Modern Trade & Trade Marketing in FMCG industry. Skillful in conceptualizing & implementing competitive strategies for generating sales, developing & expanding market share towards the achievement of revenue & profitability. Capable of ensuring alignment of Trade Marketing plans & program with field sales needs and marketing initiatives.
Overview
21
21
years of professional experience
Work History
Regional Sales Manager – Taking Care of North India & Nepal Business
Modi Naturals Limited (Oleev Olive Oil)
New Delhi
11.2023 - Current
- Company Overview: Modi Naturals is an Indian group established in 1974. They are deals in blended oil, olive oil, PIPO popcorn & foods category.
- Manage secondary sales / primary sales & stock management, I have 7 CNF which is control north India primary sales.
- Measures and analysis of the ROI of our channel partner and Super Stockiest recommend improvements.
- To understand and monitor key competitors’ activities (product development, pricing, distribution, merchandising and promotion activities in order to provide feedback internally)
- Planning, Ideation & execution of Cross Promotions on core categories as per the marketing calendar, focus on driving penetration, educating consumers on application & generating volumes.
- Planning & conceptualizing the consumer promotions and plans, collaborating with Brand, Sales, finance in ensuring rollout & execution.
- Conducting consumer sampling activities across different touch points and on different occasions.
- Lead projects, processes, and relationships that connect brand and field teams together to ensure Shopper Marketing programs are built at the intersection of brand strategy, retailer priorities, and shopper insights.
- Expert in streamlining processes, reactivating stagnant accounts, reserving customer’s dissatisfaction, and building long-term lucrative alliances.
- Developed and maintained positive relationships with clients in assigned sales territories.
- Managed team of 92 regional sales representatives and consistently achieved high sales targets.
Area Sales Manager – Brand Activations
Deoleo India Pvt Ltd (Figaro & Bertolli Olive oil)
New Delhi
11.2018 - 11.2023
- Company Overview: Deoleo Group is a Spanish conglomerate established in 1919. Deoleo India, established in 1984, is the retail market leader in Olive Oil with its Figaro & Bertolli sub-brand.
- Developing sales/activation plans designed to assure achievement of agreed AOP, market share and profit objectives of the business.
- Worked toward expending market, brand-building, people management & generating new business.
- Responsible for Brand Activation & Consumer engagement for driving trials, awareness for the brand & category.
- Managing sales & merchandising activity for support to retail channel, Design & Development of POSM, Defining Merchandising guideline & planogram for placement on the shelf.
- Planning, Ideation & execution of Cross Promotions on core categories as per the marketing calendar, focus on driving penetration, educating consumer on application & generating volumes.
- Planning & conceptualizing the consumer promotions and plans, collaborating with Brand, Sales, finance in ensuring rollout & execution.
- Conducting consumer sampling activities across different touch points and on different occasions.
- Lead projects, processes, and relationships that connect brand and field teams together to ensure Shopper Marketing programs are built at the intersection of brand strategy, retailer priorities, and shopper insights.
- Expert in streamlining processes, reactivating stagnant accounts, reserving customer’s dissatisfaction, and building long-term lucrative alliances.
- New Product launches competitor and market analysis and execution of the activities to put right product at right place through Distribution channel.
- Managing vendors & external agencies for design and execution of the activities, coordinating with internal partners like Marketing, Sales, Purchase & Commercial.
- A dynamic getter and trend setter with desire to remain on a cutting edge drive new business through Key-Account’s and establish strategic partnership to increase channel revenue.
- Measures and analysis of the ROI of our channel partner and Super Stockiest recommend improvements.
- Manages the consumer promotion and trade promotion budgets.
- To understand and monitor key competitors’ activities (product development, pricing, distribution, merchandising and promotion activities in order to provide feedback internally)
- Managed a successful sales team, consistently achieving and exceeding monthly sales targets.
- Established strong relationships with key clients, resulting in increased customer retention and satisfaction.
- Expanded market share through effective prospecting, lead generation, and negotiation skills.
Territory Sales Manager – MT & GT (Haryana - Rajasthan – Uttar Pradesh – UK - Punjab)
Delmonte India Pvt Ltd
New Delhi
10.2017 - 11.2018
- Responsible for NMT Delhi-NCR and GT business of North- region (Delhi NCR, Haryana, Rajasthan, Western-UP), managing a business of 2.5 cr per month, Delhi-NCR contributed 60% of the North regions retail business.
- Handling a team of 3 Territory Sales Executive, off role field functionaries of 40 DSR/BDE’s, Promoters & merchandisers.
- Develop & Execute Annual Business Plan for GT & NMT for the region.
- Drive primary & secondary sales directly through distributors and from Plant or CFA
- Recruiting, mentoring, training and development of the field functionaries to ensure the sales and operational efficiency
- Ensuring implementation of Sales Force automation & DMS at the region, using inputs to drive Distribution plan across territories, Achieving Targets as per plan (Outlets and Relative Distribution Targets) & driving productivity of the team.
- Managing business & growth with NMT accounts like All the self service stores in region and online accounts.
- Assuring category mix & growth, market share gain, new product introduction & top line growth as per AOP.
- Engaging with the Category teams of national & regional accounts for business planning and delivery, driving desired market shares, promotion & visibility planning.
- Responsible for business growth in the format by accurate forecasting, improving fill rates, pushing PO generation by sharing monthly inputs & MBQ’s (Minimum Base Quantity) revision.
- Ensure timely implementation of monthly sales & consumer promotion, visibility inputs.
- Drive Brand Activations "- Driving various brand activations, combos, visibility elements, cross promos with other range etc.
- Listing of new SKU’s at account with launch & activation plan.
- Coordinating with other departments such as Commercial, NKAM’s, Suppy Chain, TM and Marketing to ensure smooth execution at all level.
- Manage and be custodian of budgets for GT & NMT for the assigned region.
- Plan and execute specific Category/Brand plans agreed upon with cross functional buy in from marketing/channel manager/ sales team to deliver to channel/region objectives.
- Planning Trade Schemes, Loyalty & Reward programs and consumer promotion offers for GT/NMT channel in sync with the team.
- Drive width and depth for existing, New and focus Products through Field team and Distributors
- Managing Visibility display budget in GT/NMT channel, effectively reviewing by conducting audits ensuring effective ROI.
- Continually seek out innovative and cost-effective means to reach out to consumers/trade and strengthen the brand perception in line with the set objectives
- Managing Agencies / Vendors for implementation of all promotional activities.
- Coordinating with the creative agencies for all the creative work required as per the Planned Promotional & Branding activities.
- POS material, merchandise, broachers, catalogue designing.
- Continuously monitor competitive activities & in-depth market analysis in order to assist plan/execute corrective measures along with programming/sales/scheduling
- Preparation of claims and timely settlement of all activities.
- Analyzed sales data to identify opportunities for improvement and implemented targeted action plans accordingly.
- Monitored competitor activities within the territory, adjusting sales strategies as needed to maintain a competitive edge.
- Managed sales pipeline effectively by prioritizing high-potential prospects while keeping track of potential opportunities at various stages of development.
Distribution & Sales Executive
Perfetti Van Melle India
New Delhi
08.2010 - 08.2012
- Company Overview: Perfetti Van Melle Group B.V is a privately held Italian global manufacturer of confectionery and gum, its corporate headquarters are in Lainate, Italy and Schiphol, Netherland. Perfetti Van Melle is the third largest confectionery manufacturer in the world.
- Expend the market share, revenue and profit objectives by leading and coaching of the specialty secondary field force, synergizing team with other functions.
- Monitoring primary as well as secondary SKU wise. Launching of new products in the assigned territory. proper utilization of funds and scheme.
- Managing Creative Agencies / Vendors for ensuring quality visibility and Brand Promotions.
- Execute Trade Schemes and organize Trade Meets with the business partners.
- Ensuring high brand recall through visibility vehicles such as shop signages, in-shop & out shop branding, POSM and innovative/unconventional signages like Noens & LEDs at points of purchase & consumption.
- Liaising with the Sales, Business Partner’s and providing all relevant marketing support to better entrench the brands in the Distribution channel as well as in the market, especially vis-à-vis competition.
- Managing all the Tabletop requirement coming from the sales team for proper evaluation & installation at the respected outlets.
- Executing effective marketing expenses by working as per the budget.
- Preparation of claims and timely settlement of all activities.
- Leading a team of Trade Marketing Representatives for conceptualizing and implementing Tactical and Sales Promotional BTL (Business Trade Load) activities for the Region.
- Achieved sales goals and service targets by cultivating and securing new customer relationships.
- Boosted sales revenue by cultivating strong client relationships and implementing effective sales strategies.
- Delivered exceptional customer service, resulting in a high percentage of repeat business and client referrals.
- Demonstrated expert product knowledge during client interactions, addressing questions/concerns confidently and offering solutions tailored specifically for them.
Sales Officer
Eveready Industries India Limited
New Delhi
10.2007 - 08.2010
- Company Overview: Eveready Industries India Ltd. Formerly Union Carbide Limited is the flagship company of the B.M Khaitan Group. The Eveready has been present in india since 1905.EIIL’s principal activities are the manufacture and market of batteries, Flashlight.
- Responsible for shopper& category marketing initiates for Apparel category.
- Activation of New/Key accounts.
- Developing sales plans and implementing company policies in the market.
- Increase sales volume 18-20 % in assigned territory
- Releasing paper ads and POPs, banners & standees for category promotions and central campaigns in coordination with the media team.
- Implementing sales promotion plans & campaigns to generate sales for the achievement of targets; coordinating the in-store promotional activities to push sales, increase walk-ins and increase our new range of product sales.
- Executing effective marketing expenses by working as per the budget.
- Implemented cross-selling techniques within the team that significantly increased average transaction value.
- Developed strategic sales plans for achieving revenue growth and exceeding targets.
- Identified and qualified new distributors to increase market share in key territories.
- Responded to customer needs by answering questions and providing detailed information about Product
- Enhanced customer satisfaction with timely follow-ups and personalized service.
- Cultivated strong relationships, establishing trust and loyalty among clients.
- Boosted sales performance by identifying and targeting high-potential leads.
Sales Representative
Malhotra Marketing Pvt Ltd
New Delhi
04.2004 - 09.2007
- Company Overview: Malhotra Marketing Pvt Ltd is from Kolkata based company, they deals in shaving Blades and multiple products of shaving usages. Malhotra Marketing Pvt Ltd is incorporated in February’1984.
- Deals in Shaving Product with brand name Topaz, Laser.
- Planning for organizational goals regarding sales volumes, distributions and budget use in right place.
- Manpower and distribution planning.
- Handling all the promotional activities in outlet and Distributor level
- Increased sales revenue by identifying and targeting high-potential accounts.
Education
B.COM - Bachelor of Commerce
Delhi University
New Delhi01.2002
Skills
Sales leadership
Business development and planning
Sales initiatives and techniques
Team building
Accomplishments
- Super achievers award received by CMD Mr Rakesh Bharti Mittal 2 years in a row for over achieving the annual business Plan.
- Awarded special CEO award for excellence in building the New Modern Trade business in Delhi NCR, turned around & grew the business at a CAGR (Compound annual Growth Rate) of 32% over a 3 year period.
Timeline
Regional Sales Manager – Taking Care of North India & Nepal Business
Modi Naturals Limited (Oleev Olive Oil)
11.2023 - Current
Area Sales Manager – Brand Activations
Deoleo India Pvt Ltd (Figaro & Bertolli Olive oil)
11.2018 - 11.2023
Territory Sales Manager – MT & GT (Haryana - Rajasthan – Uttar Pradesh – UK - Punjab)
Delmonte India Pvt Ltd
10.2017 - 11.2018
Distribution & Sales Executive
Perfetti Van Melle India
08.2010 - 08.2012
Sales Officer
Eveready Industries India Limited
10.2007 - 08.2010
Sales Representative
Malhotra Marketing Pvt Ltd
04.2004 - 09.2007
B.COM - Bachelor of Commerce
Delhi University
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