Colloen D’Silva
Merces
Summary
To work with an organization where I will get opportunities to apply my knowledge and improve my skills that are required to grow in the field of Sales & Marketing and go for the height of achievements.
Sales Management Professional with over 18+ years of experience in FMCG New Product Launch & Market Development in identifying initiatives that will allow a business to meet strategic goals in the FMCG. Merit of working with top- notch organizations entailing Nivea India, L’Oréal, Heinz, Coca cola Managed retail channel. Achieved top- line targets (Volume and revenue) with eye on profits; negotiated terms of business with channel partners, covering margins. Stock Keeping Unit (SKU) range, product display, in - store brand visibility and payment terms. Managing Distributor’ s Return on Investment ( ROI) by rationalizing Investments, budgetary control and driving efficiency of costs leading to consistently growing business. Steered business operations for the profit center with a view to realize pre - planned sales and revenue targets; formulated profit center budget for operational / business development activities. Effective organizer, motivator, team player and a decisive leader with the skills to drive teams to excel & Win.
Overview
18
18
years of professional experience
2012
2012
years of post-secondary education
4
4
Languages
Work History
AREA SALES MANAGER
NIVEA INDIA PVT LTD
10.2022 - Current
- Working as Area Sales Manager, Handling South Gujarat, with 14 district and 4 BDE and 5 PSR & 35 DSR with 16 Distributor Direct DB-14, Super stockiest-2, and 43 Sub Distributor with Business turnover of 29 Cr P.A
- Responsible for Sales & Target Distribution for volume & value Average sale, recruitment of sales team & best in class execution & Implementation in trade Market & Centre Profit Head across assigned territory
- Accountable for timely appointing and evaluating the existing and new Distributor in the territory. Ensure the continuous operation of existing DBs.
- Designing and Executing activations, schemes, and incentives, merchandising to sustainably drive sales growth and market shares.
- Ensuring Brand Promotion, Display, Consumer Awareness and Top Outlets execution of Trade Marketing activities, merchandising and visibility in the territory.
- Appraise periodically half and yearly basis individually performance against the set KPI goals. Identify the area of strength, improvement and develop.
- Annalise and ensure proper planning of coverage plan and PJP, Review their adherence & implementation for systematic coverage of the territory.
- Managing Return on Investment by rationalizing Investments, budgetary control and driving efficiency of costs leading to consistently growing business.
- Ensure timely preparation, submission & settlement of claims, trade schemes, shortages, and F&F accounts and ensure proper verification of all the claims as per company policies.
- Forecast Brand wise /cluster wise/Sku wise monthly sale within accuracy norms every month on a rolling basis for the next 3 months and so has to ensure optimum stocks availability at the Depo level, Study historical data, trend and impact of different input and schemes.
- Monitor and evaluate constantly outstanding/AR of all Account and take corrective actions to ensure timely payments, so that blockage and billing efficiency not hampered.
- Analyze and report competitors’ strategies upward on pricing, Placing, promos, schemes, Product Features.
- Fastest Growing ASM for 2023
- Topped Chemist Programme in WEST for 2023.
BUSINESS DEVELOPMENT EXECUTIVE
NIVEA INDIA PVT LTD
02.2016 - 09.2022
- Worked as Business Development Executive, Handling Entire Goa with 3 Direct DB’s, 6 DSR & 2 Merchandiser.
- Responsible for monthly Primary target, Secondary target, FCS and KPI’s.
- Responsible for Top 7.5K outlet target delivery with MSL and AVC(Visibility At BA outlets and 7.5 k store).
- Recruitment of sales team & best in class execution & Implementation in the across assigned territory.
- Designing and executing activations, schemes, and incentives, merchandising to sustainably drive sales growth and market shares.
- Submit claims on time-to-time basis for faster clearance.
- Managing Return on Investment by rationalizing Investments, budgetary control and driving efficiency of costs leading to consistently growing business.
- Ensuring Brand Promotion, Display, Consumer Awareness and 7.5k Outlets execution merchandising and visibility in the territory.
- Analyze and report competitors’ strategies upward on pricing, Placing, promos, schemes, Product Features.
- Winner of Excellence AWARD & BLUE NIGHT AWARD.
- Top BDE of region for 4 times & Once in SPOTLIGHT list and in 2017, 3 times in TOP BDE list & once in SPOTLIGHT.
AREA SALES EXECUTIVE
L’OREAL INDIA PVT LTD
01.2014 - 02.2016
- Working as Area Sales Executive, 2 Direct DB and 10 DSR (DB roll), 2 Merchandiser.
- Planning & tracking Distributors, Stockiest Monthly/Quarterly/Yearly achievement to drive top line growth & deliver bottom line growth, to ensure objective delivery with projected budgeting behind the brands & result outcome, I need to engage in brand wise planning, and sales growth management in highly Competitive environment.
- Planning &Tracking SSI/PSR/Merchandisers, high Program outlets & delivery through regular interactions with them. Conducting every block secondary trend & ensure phasing.
- Check & track block secondary phasing of key brands/categories across Stockiest/Direct distributor and take secondary Visibility of Program outlet to maximize key Category/brands sales for focus brands/Categories.
- Track ECO/Lines/Bill cuts of key brands/SKUs on a block basis secondary & execute corrective action plans to achieve set goal.
- Tracking Competitor activities in Top outlet and Traditional Sales (Schemes, Promotional activities, Visibility space.
- ROI calculation on quarterly basis to ensure Customer satisfaction which help retain momentum in Business.
- Training of field force, Motivating and driving business through them.
- Important inputs to Trade Marketing regarding scheme revision/visibility inputs.
- Stockiest infrastructure restructuring for better working efficiency and cost efficiency.
- Handling Average business of 80 lakhs.
Sales Executive
Heinz India Ltd
09.2011 - 12.2013
Sales Officer
HINDUSTAN COCO COLA Beverages Pvt Ltd
03.2007 - 07.2011
Education
B.Com -
Yashwantrao Chavan Maharashtra Open University
Higher Secondary - undefined
G.S. Board
Skills
SALES & MARKETING
undefinedPersonal Information
- Date of Birth: 12/04/85
- Nationality: Indian
- Marital Status: Married
Timeline
AREA SALES MANAGER
NIVEA INDIA PVT LTD
10.2022 - Current
BUSINESS DEVELOPMENT EXECUTIVE
NIVEA INDIA PVT LTD
02.2016 - 09.2022
AREA SALES EXECUTIVE
L’OREAL INDIA PVT LTD
01.2014 - 02.2016
Sales Executive
Heinz India Ltd
09.2011 - 12.2013
Sales Officer
HINDUSTAN COCO COLA Beverages Pvt Ltd
03.2007 - 07.2011
Higher Secondary - undefined
G.S. Board
B.Com -
Yashwantrao Chavan Maharashtra Open University
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