Arek Azal
Atasehir
Summary
I have worked in the FMCG industry for 16 years. During this time I have had the opportunity to gain experience in all channels of the industry (Traditional Trade, Modern Trade, Discounters) and specialise in channel dynamics.
At Tiryaki Agro, I spearheaded a team of 10 Regional Sales Managers and 28 dealers, driving a 7x market share increase in the Local Chain channel. Expert in sales management and strategic planning, I excel in optimizing sales targets and distributor operations, showcasing strong leadership and analytical skills. Achieved significant growth through innovative customer and product strategies.
Overview
16
16
years of professional experience
Work History
Tradaitional Trade Manager
Tiryaki Agro
01.2024 - Current
- Managing 28 Distributors and a team of 10 regional sales managers
- Achieved a 4% market share in the Local Chain channel, with a 7x increase in market share and a 3.5x increase in weighted and numeric distribution figures.
- Achieve 1.5% market share in the Rest channel, with 3.5x growth in weighted distribution and 2x growth in numeric distribution.
- Budget planning for Distributors, Distributor's Customers and Direct Customers of Company on a SKU and monthly basis in line with the Company's volume targets.
- Distributor inventory and due date management
- Incentive planning and implementation for field sales teams
- Realisation of growth opportunities from new customers and from actions taken with existing customers
Trade Marketing and Business Development Manager
Tiryaki Agro
08.2023 - 12.2023
- Creation and management of Trade Marketing Budget
- Campaign management for modern and traditional channels according to P&L results
- Building and managing 22 person merchandising team. (Establish KPI's and track on a monthly basis)
- Plan and execute product launches, annual promotional plans and sales initiatives for both Modern and Traditional Channels
- Work closely with sales, marketing, procurement and suppliers to actively lead the development of in-store visibility strategies by channel
- Analyse competitive market conditions, product shelf pricing through site visits
- Create action plans as a result of the analysis and implement them in the field
- Plan and implement incentives for the field sales team
Trade Marketing & Go to Market Manager
Banvit
01.2020 - 07.2023
- Set and execute trade marketing budget for sales operation
Execute;
In-Store activities for Modern Trade
Consumer and dealer loyalty projects - Planning and executing incentive plans for sales field crew to achieve monthly volume targets (4k ton/month)
- Increase merch crew headcount to 38
- Increase on sales team Van Sale route count 37%
- Increase on Traditional Trade customer coverage 15%.
Businnes Develepment-Go to Market Manager
Banvit
10.2017 - 12.2019
- Implementation of a new incentive scheme for sales representatives to increase the number of routes in the field
- 30% increase in number of Van Sell routes
- Product mix management based on profitability, 4% increase in profitability in traditional channel
- Optimise routes using customer geo codes by sales rep on digital map
- Use POI data to decide the field growth plan and increase field coverage
- Track EBIDA figures on a channel and product basis to prevent any lose
Modern Trade Manager
Banvit
07.2010 - 09.2017
- Setting and achieving volume targets for the Modern Trade channel (including Distcounters) in excess of 3%
- Price management on a customer and product basis
- Maintain and develop relationships with new and existing customers
- Planning and execution of promotions and price promotions
- Monitor risk situations and payment terms
Customer Relationship Assistant
Banvit
11.2008 - 05.2011
- Establishment of new Van Sales routes according to population and consumption potential
- New customer visits for newly established routes
- New customer visits to increase customer coverage
- Sales audit visits to traditional channel customers
- Tracking competitor shelf prices on a channel basis
Education
Bachelor of Science - Veterinary, Turkey
Istanbul University
İstanbul08.2007
Skills
- Sales management (Channel, Customer and Distributor basis)
- Plan targets on a Channel, Customer, SKU basis
- Preparation and follow-up of monthly action plans to achieve annual targets
- P&L driven sales and operation management
- Van Sale route optimisation
- Creation and implementation of bonus and incentive system for field sales teams
- Distirbutor inventory and sales management
- Merchandising operations management
- Service Delivery Management
Languages
Turkish
Native language
English
Advanced
C1
Timeline
Tradaitional Trade Manager
Tiryaki Agro
01.2024 - Current
Trade Marketing and Business Development Manager
Tiryaki Agro
08.2023 - 12.2023
Trade Marketing & Go to Market Manager
Banvit
01.2020 - 07.2023
Businnes Develepment-Go to Market Manager
Banvit
10.2017 - 12.2019
Modern Trade Manager
Banvit
07.2010 - 09.2017
Customer Relationship Assistant
Banvit
11.2008 - 05.2011
Bachelor of Science - Veterinary, Turkey
Istanbul University
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