Passionate about traveling and Enjoying new cultures
Touria El Hayani
Head Of Sales & Trade Marketing
Casablanca
Summary
Results-driven Sales Leader with 15+ years of exceptional achievements. Known for tenacious management, strategic problem-solving, and a track record of surpassing revenue and profit targets across various sales functions. Expert in seamlessly transitioning between back-office and front-office roles, showcasing a deep understanding of the entire sales ecosystem. Recognized for adeptly identifying and capitalizing on emerging market trends, contributing to sustained business success
Overview
21
21
years of professional experience
4
4
Languages
Work History
Head of Channel Modern Trade
Mondelēz International
08.2021 - Current
- Preparation of the Modern Trade sales strategy & growth plans in line with business strategy.
- Driving channel Mix profitability and delivering on Revenue and Share parameters.
- Leading resource for planning portfolio growth initiatives with accounts, assortment planning, launch planning and execution, merchandising, development and execution of Joint Business Plans.
- Driving operational & Execution efficiency for modern trade channel.
- Managing and reviewing outstation Pios (Picture of success) through frequent market visits and liaising with local Sales field Management.
Trade Marketing -Category Planning and Activation-
Mondelēz International
10.2020 - 08.2021
- Ensuring category strategy in place, defining role in marketplace by category within the right channel.
- Identifying category opportunities that exist across channels, customers, and shoppers and feed it into Commercial Planning Process, then translating the category/Brand strategy into Actionable Customer Plans by channel to customer's JBP.
- Ensuring Picture of Success in place by RE leveraging shopper & category insight, aligned to global perfect store standards.
- Ensure 24-month bottom-up, assumption-based sales forecast in collaboration with IBP (Integrated Business Plan) partners with contribution to longer-term demand plan.
- Ensure 12-month price, promotional, and activity programs in place, aligned to AC, and continuously improved through post-analysis / ROI reviews.
- Managing the category GTN & A&C budget plan across channels and customers.
Trade Marketing - Perfect Store Manager -
Mondelēz International
10.2018 - 10.2020
- Leading the short term sales agenda.
- Ensuring 6-month bottom-up, assumption-based sales forecast in collaboration with IBP (Integrated Business Plan) partners with a contribution to the Short-term demand plan & execution.
- Ensuring Picture of Success in place by RE leveraging shopper & category insight, aligned to global perfect store standards.
- Defining merchandising best practice by RE through utilization of consumer, shopper, and category insights.
- Accountable for each channel growth through the right product into the right place.
Trade Marketing -Category Sales Revenue -
Mondelēz International
01.2017 - 10.2018
- Responsible for the execution of the relevant category commercial plan for the BU, (by customer & RE) vs AC plan and IBP process.
- Supporting sales revenue manager in cross-functional alignment and Marketing plan.
- Delivering against the budgets & resources to achieve the sales plan, in coordination with the field and category team, Finance, Demand planning & CS&L.
- Owning the process, governance & communication for the Picture of success across Retail environments & categories.
- Devised product pricing strategies and trade marketing investments to support growth
Sales Development & Operation Manager
Mondelēz International
01.2014 - 01.2017
- In charge of a team of 5 back-office to lead 145 sales reps & 18 Distributors front-office, and managing all the sales back office request.
- Full ownership of sales systems maintenance and development covering both legacy capabilities (sales reporting and analysis, sales force automation, sales planning) and new generation capabilities (route planning optimization, suggested actions, advanced analytics).
- Leading and developing the right Store & the RTM strategy.
- Leading the optimization of our sales performance through insightful data analysis, responsible for organizing and enhancing sales operational reporting process, leveraging both established methods and anticipating evolving requirements
Key Account Manager Away From Home -HORECA-
Mondelēz International
01.2013 - 01.2014
- Building long-term partnership with new and existing customers to capture new business opportunities.
- Executing accounts plans to ensure customer satisfaction and loyalty (training, visibility, marketing activities).
- Ensuring achievement of agreed targets/KPI/sales plans.
- Ensuring the profitability of assigned customers according to the target (P&L).
- Set-up and implement key accounts commercial & marketing activities to achieve the total assigned business yearly objectives (acquisition & growth), in collaboration with others cross-functional teams.
Modern Trade Key Account Manager
ONA/SNI Holding :BIMO -Biscuiterie Industrielle Du Moghreb-
01.2009 - 01.2013
- Responsible for National Modern Trade channel execution (Turnover, Shelf of share, availability, execution in store ...).
- Advancing the company's strategic positioning with key accounts and strategically (Hypermarket, Supermarket, Hard discounter, Cash & Carry.
- Developed specific accounts to realize volume growth and brand objectives.
- Negotiation & Execution of the annual trade activity agenda.
- Conducted team & Customer meetings to reinforce the execution and objectives.
Key Account Manager Way From Home -HORECA-
QF Quality Products - Delta Café
01.2006 - 01.2009
- Improved account management by predicting potential competitive threats and outlining proactive solutions.
Sales Office Manager
DUTHU-MDS
01.2004 - 01.2006
- Responsible for civil engineering design & coordination.
- Follow-up of executions on construction sites.
Senior Technical Designer
OMEGA INGENIERIE
01.2003 - 01.2004
- Established Design & implementation of technical drawing plans.
- Performed Materials resistance study & calculation.
Education
High School Diploma -
Institut Des Hautes Études Économiques Et Sociales
Bruxcelles 05.2001 -
Master of Science -
Institut Central De Formation Technico-Commercial
Casablanca 05.2001 -
High School Diploma -
Office De La Formation Professionnelle Casablanca
Casablanca 05.2001 -
Skills
Strategic Thinking
Interests
Racing & Karting
Work Availability
monday
tuesday
wednesday
thursday
friday
saturday
sunday
morning
afternoon
evening
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Timeline
Head of Channel Modern Trade
Mondelēz International
08.2021 - Current
Trade Marketing -Category Planning and Activation-
Mondelēz International
10.2020 - 08.2021
Trade Marketing - Perfect Store Manager -
Mondelēz International
10.2018 - 10.2020
Trade Marketing -Category Sales Revenue -
Mondelēz International
01.2017 - 10.2018
Sales Development & Operation Manager
Mondelēz International
01.2014 - 01.2017
Key Account Manager Away From Home -HORECA-
Mondelēz International
01.2013 - 01.2014
Modern Trade Key Account Manager
ONA/SNI Holding :BIMO -Biscuiterie Industrielle Du Moghreb-
01.2009 - 01.2013
Key Account Manager Way From Home -HORECA-
QF Quality Products - Delta Café
01.2006 - 01.2009
Sales Office Manager
DUTHU-MDS
01.2004 - 01.2006
Senior Technical Designer
OMEGA INGENIERIE
01.2003 - 01.2004
High School Diploma -
Institut Des Hautes Études Économiques Et Sociales
05.2001 -
Master of Science -
Institut Central De Formation Technico-Commercial
05.2001 -
High School Diploma -
Office De La Formation Professionnelle Casablanca
05.2001 -
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