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Techno-commercial sales professional with 17 years of food ingredients experience in multinational environment and international markets


Results-oriented and ambitious sales strategist with 17 years of expertise in a variety of sales-focused settings with technical solutions. Adept at working effectively to achieve organizational sales objectives in individual and cross-functional team environments. Skilled in developing comprehensive and effective sales plans that deliver revenue and profitability growth and client retention. Demonstrated ability to serve as a tenacious and self-driven client advocate. Expertise in consultative and solution selling methods.

Work History

Oct 2013Present

Regional Sales Manager (Middle East)



  • Personal selling activity to key customers and distributors within the designated area.Develop strategies to increase or develop business with in the middle east bakery clientele
  • Protect existing market share and increase profitability of business with customers and distributors. Develop profitable business with potential customers
  • Continually monitor customer requirements to ensure the Company is in a position to react. Develop and optimize AB Mauri's distribution network
  • Support distributors by promoting and introducing the Company's products to final customers. Actively participate in baking tests with customers.
  • Constantly be aware of competitor's activity in the field and communicate this to the business
  • Ensure suitable records are kept of all customer activity both by individual and direct reporting

Major Achievements:

  • Improved the sales of dry yeast by 40% YoY and achieved an increase in market share by 5% in GCC markets.
  • Introduced fresh and frozen yeast for the first time in GCC and commercialised the sales for AB Mauri, first time for AB Mauri in the region
  • Strategic mapping done of Middle East and have identified the Top 4 countries in the region and devised strategies for each of them. Introduced 3 new distributors who gave 15% of the turnover in the first year of introduction
  • Improved the overall margin situation by 12% and turnover by 3.5% CAGR by introducing new SKU's with the distributors effecting in growth
Jul 2011Sep 2013

Key Account Manager



  • Market Responsibilities: Middle East, Indian Sub-continent & Africa
  • Increased the turnover of the flavours business by 125% in one year with the new business wins accounting to more than 47% of the new turnover. In addition to this, the bottom-line was boosted to +27. 5% YoY.
  • Promote the flavours to as many food companies as possible & build the brand equity for Eurofragance in the region.
  • Provide Pre & Post-sales support to the customers in the region by appointing distributors/agents in each and every region to ensure thorough market coverage.
  • Closely co-ordinate with headquarters in Spain for concept promotions & innovation presentations with manufacturers.

Major Achievements:

  • Within first few months of joining, managed to get an excellent working relationship with one of the key customers of Eurofragance resulting in generation of pipeline projects worth EUR 2.5 Mio.
  • Working closely with the marketing team in head-quarter to develop a strategic marketing approach which will address the local customer & market requirements.
  • Successfully reduced the cost for participating in Gulfood 2012 by rationalising the resources and ensuring due diligence in the decision making process for the strategy formulation of the show. Continuing the same with Gulfood 2013.
  • Within 6 months stint with Eurofragance, most of the food companies in Middle East knows who and what is Eurofragance with a very targeted approach to establish the brand image by remaining on top of the mind of the customers through various channels.
Jan 2008Jul 2011

Business Development Manager



  • Handled agency and later distribution business of Firmenich flavour ingredients catering to GCC countries along with Yemen & Sudan.
  • Promote the Firmenich flavours by extensively conducting concept promotions with innovation theme in the region comprising of Saudi Arabia, UAE, Kuwait, Oman, Bahrain, Qatar, Yemen & Sudan.
  • Provide Pre & Post-sales support to the dairies, beverage, confectionery & bakery companies.
  • Overall responsible for order processing, commercial forecasting & payment recoveries from clients.
  • Liaise with supplier to make concept promotions & innovation presentations with manufacturers.
  • Gather market information & trends and use them in market trend monitoring tools.

Major Achievements:

  • Achieved breakthrough with some of the major accounts in the region where there was no previous history of sales of Firmenich products with those accounts.
  • Developed & established working relationship with some of the key personnel in these large accounts.
  • Continuously achieved budgeted sales turnover (value based) in Firmenich products for 2008.
  • Effectively used Firmenich marketing tools to explain the trends in certain categories & translate the success stories into the other categories.
Sep 2003Nov 2007

Technical Sales Manager



  • Interact and effectively expand business with top selected dairies in India region.
  • Establish the Chr. Hansen products through extensive marketing in the Indian sub-continent region comprising of India, Bangladesh, Sri Lanka & Nepal.
  • Provide Pre & Post sales technical and commercial support to the dairies.
  • Supervise & guide distributor groups for business development.
  • Evaluate Techno-Commercial parameters for sourcing from India.
  • Develop novel dairy products and market through the dairies. Gather market information and trends, forecast annual sales & budget costs.
  • Work with organised retail players and innovate interesting concept products with manufacturers in India.
  • Using excellent interpersonal relationships develop close working groups with the customers.
  • Liaison with International key accounts

Major Achievements:

  • Achieved 400% sales increase, consistently from 2003-04 to 2006-07 (value terms).
  • Achieved breakthrough in all large accounts with at least a winning launch for each client.
  • Instrumental in developing and launching Amul Masti Buttermilk, Prolife Ice-cream etc.
  • Conceptualised & Launched "Smart Chef": A dairy culture for the unorganised fermented milk market.
  • Improved bottom line by 17% in 2006-07 compared to 2003-04 by prioritising product mix.
  • Continuously achieved budgeted sales turnover (value & volume) & achieved High performer status at Chr. Hansen.
Aug 2001Aug 2003

Customer Service Executive



  • Processed orders from customers in India, Sri Lanka, Bangladesh and Nepal and transferred to the principals in Germany for execution.
  • Provided pre & post sales commercial support to the customers.
  • Forecasted annual sales & budgeted costs, and selling expenses.
  • Initiated business with major customers and launched some innovative products and concepts like acidified sour milk drinks with fruit, Flavoured sweetened mineral water, Alco pops, Wine Coolers in the market.
  • Worked on more innovative fresh dairy product launches like stirred fruit yoghurt, ice creams with fruits and ripple sauces, spritzers etc.
  • Offered application knowledge about compounds, flavours, flavour emulsions and blends marketed by Döhler-a major blending and compounding house in the world
  • Liaison with the Indian dairy and beverage customers and transferred the enquiries and indents to the parent company in Germany and continuously followed up for import shipments.

Major Achievements:

  • Was integral part of the team that conceptualised the Milk & Fruit concept in India: Nestle, Amul & Parle Agro launched products based on this concept.
  • Worked on usage of flavours & fruit compounds in making various alcoholic & non-alcoholic beverages resulting in many launches.
  • Continuous streamlining of order processing and demand forecast from customers in the India region.
Jul 1998Jun 1999

Management Trainee



  • Established ISO Quality System Procedures.
  • Documented & Implemented ISO-9002 quality management system.
  • Handled Production & Quality Control of Ice creams.
  • Worked closely with the shop floor staff for achieving the targeted production by implementing proven tools like 5S, Quality Circles in a very effective way.
  • Conducted Hygiene training to the shop floor employees.

Major Achievements:

  • Streamlined quality assurance systems(all incoming, in process and outgoing stages), as per ISO procedures.
  • Independently handled successful implementation & documentation of ISO-9002 quality system.
  • Set up a new bacteriology laboratory for testing ice creams in Chennai.


Jul 1999Aug 2001

Master of Studies

Madurai Kamaraj University

Information Technology & Management

Aug 1994Oct 1998

Bachelor of Technology

National Dairy Research Institute

Dairy Technology


  • Business English Certificate - Vantage, Cambridge University: Level 1 certificate in Business English.

  • Strategic sales management from Miller Heimann, UK.

  • Opportunity driven Key Account Management from Marcus Evans, Malaysia.

Personal Data

Marital Status : Married

Visa status in Australia : Permanent Resident

Notice Period : Two months

Location Preference : Flexible


Key Account Management

Expertise in handling in the complex accounts through a prioritised and organised key account management

Distributor Management

Effective strategist to design a multi-distributor strategy and manage the business continuity through a win-win strategy for both sides