Hi, I’m
Sherif Amin
Trade Marketing Channel Manager
Cairo
Summary
Results-driven sales and trade marketing professional with 15 years of experience in the alcoholic and non-alcoholic beverages industry. Proven track record of driving sales growth and boosting consumer awareness. Successful execution of multiple trade marketing campaigns. Self-motivated, proactive, and skilled in effective communication across all levels. Thrives under pressure and excels in prioritizing tasks for efficient work delivery.
Overview
19
years of professional experience
2005
years of post-secondary education
3
Languages
Work History
HEINEKEN
Trade marketing Channel manager
11.2018 - 10.2024
Job overview
- Leading a team of junior channel managers
- Responsible for all sales activities in all relevant channels
- Identifying and recruiting channel partners
- Identifying Market trends while monitoring competition activations
- Developing the Channel strategy & outlets segmentation for Alcoholic & Non-Alcoholic channels
- Driving innovative thinking for channel strategy
- Ensuring ambition and objectives are delivered
- Developing category management tactics
- (e.g. assortment, consumer pricing, promotion and shelf presentation)
- Managing events and sponsorships
- Selecting and ordering standard & Non-standard POSM
- Negotiating with Customers on Permanent outlet visibility
- Managing Customer and Consumer promotions for On Trade and Off Trade
- Consolidating all activities in a 12 month commercial calendar
- Leading a team of Marketing, sales and Finance to develop the yearly Integrated Commercial Plan
- Developing and monitoring yearly budget plan
- Consistently monitoring and evaluating all channel activities on effectiveness and ROI
- Developing and executing training of sales force to implement the activities
- Leading sales team to achieve perfect execution in the market
- Aligning with the Marketing team on creating activations that are impactful and realistic
- Taking a leadership role with any activities / discussions regarding channels in the market
- Streamlined communication between internal teams and channel partners, improving overall efficiency in the sales process.
- Developed and executed strategic plans for channel sales growth and expansion into new markets.
- Leveraged data-driven analytics tools to inform decision-making processes around resource allocation within various channels.
- Spearheaded initiatives aimed at improving product knowledge among channel partners through workshops, webinars, and other learning resources.
- Conducted regular performance reviews of channel partners to identify areas of improvement and growth potential.
- Cultivated and developed strategic partnerships to build assigned territory.
- Led efforts in developing customized promotions and incentives that drove increased sales from targeted channel partners.
- Played a pivotal role in launching new products or services through coordinated efforts involving marketing teams, technical support staff, and relevant stakeholders within each channel.
- Negotiated contracts with potential partners to secure favorable terms for both parties while maintaining a strong working relationship.
- Maximized coverage within defined regions to penetrate organizations to utilize products.
- Implemented efficient reporting systems for tracking channel partner progress toward goals and objectives.
Heineken
Wines Brand Manager
01.2021 - 06.2021
Job overview
- Enhanced brand recognition by developing and executing targeted marketing campaigns.
- Developed and executed branding campaigns to educate target audiences on product features, benefits and values.
- Managed budgets, ensuring efficient allocation of resources for maximum return on investment in marketing initiatives.
- Managed and oversaw creative projects to drive quality, accuracy and deadline management.
- Researched and identified new opportunities for product and brand development.
Heineken
Zone manager/ S. Account manager
01.2009 - 01.2018
Job overview
- Responsible for the touristic regions, channels include but not limited to All Inclusive hotels, Premium nightlife, Liquor stores
- Identifying business needs of key accounts, proposing effective solutions, and ensuring appropriate application of products
- Assuring channel development through enhanced customer relationship management
- Leading a team of Account managers
- Managing Distributors (Stocks/ discounts/promotions/ etc)
- Forecasting sales and aligning with the demand team
- Negotiating Key customers contracts
- Achieving monthly targets
- Monitoring and evaluating the activities and products of the competition to assess the company Position in the market
- Prepare coverage plan of Key Accounts to increase sales and increase the availability of NPIs
- Ensure that the marketing activities of the brands are well executed
- Sell the benefits of the different SKUs according to each customer needs
- Follow up on market execution according to commercial rules and guidelines using diverse reports & Tools
- Open new trading accounts
- Maintain expected level of visibility in the outlets
- Understanding company brand portfolio and the role of each brand within the category
- Following up on market execution according to commercial rules and guidelines using diverse reports & Tools
- Monitor the customer’s credit limit
- Following up on the products delivery through sales drivers
BLUE WAVES FOR POOL CONSTRUCTION
Manager on Duty
01.2006 - 01.2008
Job overview
- Family Business
Education
Modern Sciences & Arts University (MSA)/ Middlesex, Egypt
Bachelor of Management from Marketing Management
04.2001
American University in Cairo (AUC), Egypt
Selective Courses
06-2002
University Overview
- Psychology
- Philosophy
- Filming
- Accounting
Deutsche Evangelische Oberschule, Egypt
High School Diploma
07-2000
Skills
Channel development
Specialassignments
- Wines Brand Manager, Heineken, 6 months, 2021
- Regional Sales Manager, Heineken, 18 months, 2018
Personal Information
- Place of Birth: Cairo
- Date of Birth: 07/01/83
- Nationality: Egyptian
- Marital Status: Married
Timeline
Wines Brand Manager
Heineken
01.2021 - 06.2021
Trade marketing Channel manager
HEINEKEN
11.2018 - 10.2024
Zone manager/ S. Account manager
Heineken
01.2009 - 01.2018
Manager on Duty
BLUE WAVES FOR POOL CONSTRUCTION
01.2006 - 01.2008
Modern Sciences & Arts University (MSA)/ Middlesex
Bachelor of Management from Marketing Management
04.2001
American University in Cairo (AUC)
Selective Courses
01.2006
Deutsche Evangelische Oberschule
High School Diploma
01.2000
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