Sanoj Mohan
Al Daih,Manama
Summary
Seasoned Business Development Manager with 17+ years of success in the FMCG sector, driving revenue growth and retail excellence through strategic Trade Marketing, data-driven promotions, and cross-functional collaboration. Expertise in optimizing in-store visibility, negotiating premium shelf placements, and aligning trade spend with consumer insights to deliver sales growth for leading CPG brands. Adept at bridging sales, marketing, and retail teams to execute high-impact omni-channel campaigns, ensuring flawless in-store execution and compliance.
Overview
17
17
years of professional experience
2
2
years of post-secondary education
Work History
Business development manager
Yousuf Mahmood Hussain Co. W.L.L
01.2024 - 03.2025
- Spearhead end-to-end business development strategies across Modern Trade, General Trade, E-Commerce, and Pharmacy channels, optimizing market penetration and profitability for market-leading brands
- Manage a 26-member cross-functional team (8 Sales Executives, 16 Merchandisers, 1 Trade Marketing Executive, 1 Demand Planner), fostering a performance-driven culture through coaching, mentorship, and KPI-aligned accountability
- Orchestrate cross-functional trade marketing campaigns in collaboration with Shopper Marketing teams, aligning activations with brand objectives
- Conduct financial modelling, ROI analysis, and budget allocation to ensure cost-effective execution of promotional initiatives
- Partner with Nestlé Nutrition’s Shopper Team to design tailored sell-out campaigns, enhancing brand visibility and revenue in the pharmacy segment
- Lead contract negotiations and secure mutually beneficial Business Development Agreements (BDAs) with key distributors and retailers
- Drive expansion by identifying, on boarding, and scaling partnerships with new brands to diversify organizational portfolios
- Oversee demand forecasting processes to maintain optimal inventory levels, reducing stock outs and improving supply chain efficiency
Key Account Manager
Yousuf Mahmood Hussain Co. W.L.L
08.2020 - 12.2023
- Spearheaded Modern Trade (MT) and E-commerce channels for Kenvue, driving revenue growth, margin optimization, and contract compliance across key national accounts
- Managed end-to-end channel strategy, including negotiations, trade spend allocation, and retailer partnerships
- Delivered 5% YoY sales growth in Modern Trade and 72% YoY surge in E-commerce revenue by capitalizing on upsell/cross-sell opportunities, designing data-driven promotional campaigns, and aligning pricing strategies with market trends
- Optimized profitability through SKU rationalization, inventory management, and dynamic budget reallocation, achieving 98% compliance with joint business planning (JBP) targets
- Led and mentored a high-performing team of 5 Sales Executives and 12 Merchandisers, enhancing productivity through training, KPI tracking, and performance-driven incentives
Assistant Sales Manager (Pepsi, Lays & Quaker)
Ahmadi Industries (PEPSICO)
05.2019 - 07.2020
- Led the Modern Trade Sales Channel for the Hypermarkets division, overseeing a team of 1 Sales Supervisor, 2 Account Development Representatives (ADRs), and 15 merchandisers to drive sales growth and brand visibility
- Supported recruitment, on boarding, and training programs for new sales personnel to ensure alignment with company standards and performance goals
- Negotiated and executed Business Development Agreements (BDAs) with key accounts to optimize trade terms and foster long-term partnerships
- Analysed sales performance metrics (e.g., sell-out rates, market share) to identify trends, recommend corrective actions, and enhance operational efficiency
- Collaborated with the Trade Marketing team to plan and execute consumer promotions, trade deals, and in-store activations, ensuring alignment with brand objectives
Sales Supervisor/Line Manager-Modern Trade Channel-Hypermarkets
BMMI-MARS Division
05.2014 - 04.2019
- Led a high-performing team of 2 Key Account Sales Executives and 10 Merchandisers, driving sales growth and operational excellence across hypermarket accounts, including Carrefour and Lulu Hypermarket
- Spearheaded the implementation of Mars’ Perfect Store Program and visibility guidelines, elevating brand presence and ensuring compliance with planogram standards, resulting in a 98% merchandising execution score
- Managed full-cycle sales and budget planning, consistently achieving 100% of annual revenue ($5M+)
- Fostered long-term partnerships with key stakeholders at hypermarket chains, enhancing collaboration and securing premium shelf space for Mars’ product portfolio
- Key Achievement: Drove market share growth by 5 basis points in 2016, outperforming the industry average with a 7% sales surge (vs
- 4% sector growth), positioning Mars as the fastest-growing brand in the channel
Assistant Sales Manager
Ashrafs Distributors
07.2013 - 04.2014
- Led end-to-end brand management for high-profile portfolios including Perrier, S.Pellegrino, Melitta, Freshly, and Saras, driving market penetration and brand visibility across retail channels
- Mentored and developed a high-performing sales team through coaching, skills enhancement workshops, and product knowledge training, resulting in improved team productivity and consistent overachievement of sales targets
- Cultivated and maintained strategic partnerships with key accounts, including major supermarket chains, to optimize distribution, negotiate favourable terms, and secure prominent shelf placement
Key Account Sales Executive
Al Jazira Group BSc
02.2008 - 06.2013
- Managed a diverse product portfolio of 200+ SKUs across leading agencies, including Arla Foods, Yassar Holding Co., and Zetra USA, driving market penetration and revenue growth for globally recognized brands such as Lurpak, Saralee, Pinar, Heinz Frozen, and Al Karamah
- Achieved 30% year-over-year sales growth across assigned markets by optimizing product strategies, enhancing distributor relationships, and executing data-driven promotional campaigns
Education
Master of Business Administration - Marketing
Visvesvaraya Technological University
Belgaum, Karnataka 03.2002 - 03.2004
Bachelor of Commerce - undefined
Calicut University
Skills
- ERP Systems (SAP, Oracle)
- MS Office Suite (Advanced Level)
- Network Centered Computing
- Train The Trainer Certification
Languages
English
Malayalam
Hindi
REFERENCE
References will be provided on request.
Timeline
Business development manager
Yousuf Mahmood Hussain Co. W.L.L
01.2024 - 03.2025
Key Account Manager
Yousuf Mahmood Hussain Co. W.L.L
08.2020 - 12.2023
Assistant Sales Manager (Pepsi, Lays & Quaker)
Ahmadi Industries (PEPSICO)
05.2019 - 07.2020
Sales Supervisor/Line Manager-Modern Trade Channel-Hypermarkets
BMMI-MARS Division
05.2014 - 04.2019
Assistant Sales Manager
Ashrafs Distributors
07.2013 - 04.2014
Key Account Sales Executive
Al Jazira Group BSc
02.2008 - 06.2013
Master of Business Administration - Marketing
Visvesvaraya Technological University
03.2002 - 03.2004
Bachelor of Commerce - undefined
Calicut University
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