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Head of sales department (DIY, WG, E-commerce)
June 2018 - May 2019
Territory of responsibility: RF and Belarus.
Product categories: Electric and gas water heaters.
Sales channel: Modern distribution (MD)( federal and local chains DIY and WG, wholesalers WG, E-commerce companies).
• Analysis of market potential, territories, competitors.
• Sales forecasting and budgeting, setting of sales targets by clients of channel/ territories.
• Development and implementation of commercial policy for MD channel, sales strategy for E-commerce channel.
• Segregation of assortment between sales channels, category management
• Development and implementation of marketing activities directed to sell-out, motivation programs, seasonal promo, optimization of efficiency of promoters.
• Negotiations with top clients of MD channel ( Leroy Merlin, Castorama, OBI, Petrovich, Maksidom, SofMar, Citilink, Ozon etc.)
• Control of presence of products and counter share in the POS of the channel
• Management of sales team ( 9 people direct subordinates, 25 functional management )
Achievements:
New contracts ( Onlinetrade, Ozon, Techport, Twin etc)
Start of management of E-commerce companies as a separate sales channel with specific policy
Launch of dedicated range of products for internet channel
Implementation of price parsing of internet channel to prevent price damping
Head of sales department (Professional channel)
September 2011 — June 2018
Territory of responsibility: RF and Belarus.
Product categories: Electric and gas water heaters, gas heating boilers.
Sales channel: Professional (retail companies and distributors, specialized in heating and water supply, construction companies, GRO).
• Sales forecasting and budgeting, setting of sales targets by clients of channel/ territories.
• Active participation in development and implementation of new commercial policy of the company, bonus system and pricing.
• Development and implementation of program for sales development of gas boilers: motivation program for installers, special conditions of work with GRO, development of project sales, motivation program for shop sales assistants, seasonal promos, special activities for promotion of condensing gas boilers.
• Participation in R&D of new products
• Negotiations with top clients of professional channel
• Development of project sales: price policy, setting specific targets to managers, negotiations with big partners- developers, construction companies, project bureaus.
• Participation in development of KPI and motivation programs for sales team
• Management of sales team (7 people direct subordinates, 25 functional management)
• Active participation in implementation of company’s new IT projects:
- SAP as a key user of module Sales and distribution
- IT platform for registration, authentication and authorization of terms and conditions for project sales
- SAP CRM as a key user of module Sales and distribution
Achievements:
Fulfillment of yearly plans and KPIs
Continuous growth of project sales of gas boilers.
Growth of market share of condensing boilers from 5% до 9%
Head of sales development department ( Gas boilers)
April 2010 — August 2011
Territory of responsibility: RF and Belarus
Product categories: gas boilers Ariston and Rendamax
• Analysis of market and competitors.
• Participation in development of price and assortment policy of dedicated product categories
• Sales forecasting and budgeting
• Organizing and development of work with gas distributing organizations ( GRO- mostly subsidiaries of Gasprom), for promotion of gas boilers and aftersales service support.
• Development and execution of marketing and supporting activities for all types of clients
• Negotiations with key customers
• Management of team of the department (8 people)
Achievements:
Sales growth 2010/2009 - 20%
Clear commercial policy made gas products profitable and attractive both for company and for clients of various levels
Head of DIY department
July 2008 — March 2010
Territory of responsibility: RF and Belarus.
Product categories: Electric and gas water heaters.
Sales channel: Federal ( Leroy Merlin, Castorama, OBI, Baucenter, Home Centers, as well as C&C chains Metro and Zelgross ) and regional (Domocenter, Technosistema, StroiArsenal, City Stroi, Stroiberry and others) DIY chains
• Defining and structuring of responsibilities of subordinates, procedures, reporting system.
• Sales forecasting and budgeting
• Setting up long- and short- term targets for sales team by client/ territory/shop.
• Negotiations with existing customers and new/potential ones.
• Setting targets and planning for participation in promo
• Management of team of promoters in Federal chains
• Demand forecasting for production and stock planning.
• Management of team of department (5 people in Moscow office, 5 people in regional offices).
Achievements:
Growth of turnover 2009/2008 more than 25%.
Start of business with new clients ( OBI, Stroidepo, Vistoch, Start, etc)