Konstantinos Kardaras
New Smyrni,Athens
Summary
Experienced Commercial Director with a passion for driving profitability and growth within various industries internationally. Proven track record of successfully developing and implementing strategic commercial plans, resulting in increased profitability, company's sales growth and client satisfaction. Skilled in building and nurturing relationships and leading cross-functional teams. Proficient in commercial strategy, new business development, contract negotiation, international & local market research and analysis, sales forecast and budget management. Recognized for leadership abilities, strategic thinking, business mind and the ability to foster lasting partnerships.
Overview
22
22
years of professional experience
Work History
Commercial Director
DRAGEES HATZIYIANNAKIS S.A.
Pireus , FMCG & Confectionery Sector
11.2015 - Current
- Responsible for overseeing all commercial activities of the firm and ensuring profit generation
- Managing all sales and marketing activities for the organization and ensuring the company’s sales growth: Setting the overall strategic direction of the company alongside the board
- Planning and implementing long term business strategies to achieve the company’s objectives
- Analyzing opportunities for growth in market segments to drive profitability and pursuing new business opportunities
- Conducting Profit and Loss (P&L) analysis for each business unit
- Setting company budgets and forecasts alongside the finance director
- Setting revenue targets and KPI’s
- Developing annual business plans: conducting market research, studying Nielsen's market share & data insights from Mintel's database, carrying out SWOT analysis and developing appropriate marketing mix. Carrying out visits to target markets such as UK, Germany, Canada, USA and UAE, to existing and potential customers, groceries (Tesco, Sainsbury's, Asda, Morrison, Aldi, Walmart, Costco, Carrefour, Edeka, REWE, etc.) and the niche market.
- Leading the sales team ensuring they are on track for achieving KPI’s
- Developing and implementing the brand strategy and marketing strategy for new and existing products (including campaigns, events, digital marketing and PR)
- Overseeing the New Product Development process from initial concept to final market launch: consumer research, innovation, market opportunities, packaging development, creating a commercial, media buying, go to market strategy, negotiation for market penetration
- Drafting, managing and negotiating ongoing contracts with suppliers and customers
- Ensuring the smooth commercial policy implementation
- Developing the trade marketing strategy and planning the annual promotional plan.
- Presenting sales results to the board on a quarterly and annual basis.
- Representing the firm and developing the clientele by participating in international trade fairs around the world: ISM Cologne Germany, Yummex ISM Middle East Dubai and Sweets and Snacks Expo USA
- Developing new partnerships with B2B strategic accounts abroad
Sales Manager
SONEL AE
Markopoulo, FMCG
03.2012 - 10.2015
- Company Profile: 1. Special associate of L'Oreal, Johnson & Johnson, Reckitt Benckiser, Colgate Palmolive, Unilever, Optima and Nestle for the small to medium-sized retail shops in Attica and North-eastern Peloponnese region. 2. Importing and distributing, Fromageries Bel products, as an official agent for medium-sized and small retail shops across Greece (Pente AE, Market-In, buying groups, etc.)
- Responsible for the development and performance of all sales activities in assigned market: Leading sales department, directing and motivating the sales team in order to achieve the overall corporate sales objectives
- Setting and monitoring sales targets, creating and implementing staff incentive schemes
- Developing account goals and action plans
- Monitoring competition and developing market penetration strategy
- Planning of the promotional plan and formulation of the proposal of each activity toward the customer
- Drafting and managing commercial contracts: Ensuring customer requirements fulfillment as reflected in the contracts (payment terms, commitments and requirements)
- Approving credit notes, after reviewing all of the customer sales data, as well as the terms and conditions of each contract
- Financial offers formulation
- Analyzing, interpreting and reporting sales data
- Negotiation with the customers in order to develop the appropriate assortment and product placement, such as the sales and promotional plan implementation
- Developing, implementing and using Key Performance Indicators (KPIs)
- Managing a wide range of agents across the country: contracts, fees, payments, credit notes, sales objectives, etc
- Responsible for supply chain and demand planning (by using inventory management methods and techniques): monitoring and measuring current sales for items at the SKU level, forecasting future SKU demand and developing ordering decision rules for optimum restocking (determining product availability versus the actual inventory turnover)
Project Manager
SEPTONA ΑΕ
Oinofyta
10.2011 - 02.2012
- Responsible for developing comprehensive market research as a project manager, analyzing the retail channel (sales data, market shares, assortment, distribution, POS-shelf share, competition), in order to build Sales Strategy and objectives to maximize revenue.
Trade Marketing & Category Management Specialist
BDF – Beiersdorf Hellas AE
Gerakas
09.2009 - 06.2011
- Responsible for strategic planning and execution of promotional activities
- Planning and implementing category management projects: Planning of the promotional plan and formulation of the proposal for each activity
- Annual promotional budget management and allocation
- Designing and executing POP material (shelf-talkers, leaflets, coupons and backlit prints)
- Monitoring competitors’ activities
- Assortment planning and planogram creation according to the analysis of market shares (Nielsen), retailer’s sales data and shopper insights
- Define brands SKUs hierarchy, aiming to make appropriate shelf share allocation and meet the company's and retailer’s financial goals.
Shopper & Customer Marketing Supervisor
BDF - Beiersdorf Hellas AE
Gerakas
09.2006 - 09.2009
- Responsible for managing the company’s promotional team and trade marketing in-store strategy implementation: Leading and motivating the promotional / sales team of sixty permanent employees and coaching them in their respective field to achieve sales targets: merchandisers, promoters / salespeople and beauty advisors
- Promotion budget management, allocation and control
- Checking, approving invoices and payroll reports
- Thorough supervision of the team with regular visit to market, weekly and monthly meetings
- Setting sales targets, creating and implementing staff incentive schemes and performance appraisal
- Developing, implementing and using Key Performance Indicators (KPIs)
- Recruiting and selecting sales personnel
- Carrying out sales training programs (workshops and seminars) Reporting and analyzing sales data
- Participation in planning of point of sales strategy, presenting market opportunities and innovative ideas, aiming to stand out the brand, amongst the competition
- Ongoing negotiation with the customer in order to ensure effective implementation of the trade marketing strategy at the point of sales: boosting sales with secondary placements of point of purchase (POP) display and planogram implementation
- Identifying new placement opportunities and negotiation for the point of sales development, aiming to increase product visibility.
Consumer Sales Representative
BDF - Beiersdorf Hellas AE
Gerakas
02.2002 - 09.2006
- Responsible for all sales activities in the cosmetics stores and supermarkets: Order taking, merchandising and in-store activities implementation.
Education
Master of Business Administration - MBA in Marketing
IUKB - Institute Universitaire Kurt Bosch, Switzerland
01-2010
Skills
- Business Plans
- Corporate Strategy
- Marketing Strategy & Marketing Plan
- New Business Development
- Sales Management
- International Business
- Sales Skills
- Team Management
- New Product Development
- Consumer Research
- Market Research
- Strategic Thinking
- Key Performance Indicators
- Economic Analysis
- Data Interpretation
- Analytical Thinking
- Decision-Making
- New Product Launch
- Category Management
- Pricing Management
- Profit and Loss Analysis
- Financial Acumen
- Competitor Analysis
Driving License / Diploma
- Car (B’ Category) & Motorbike
- Sailing
Personal Information
- Date of Birth: 12/15/1978
- Nationality: Hellenic (Greek)
- Family: Two children
Languages
Greek
First Language
English
Proficient (C2)
C2
French
Intermediate (B1)
B1
Computer Literacy
backlitPiraeusYummexRepresentingEdekaAldiAsdaSainsbury'sMintel's
- ERP: SAP / BW Analysis, Soft One / Qlik View, Entersoft Business Suite
- Spaceman Professional 8.0 - Category Management software
- Certificate: Nielsen Merchandising Services
- Ms Office: Word, Excel, Power Point and Outlook
Hobbies & Interestings
EntersoftGerakasGerakasGerakasBeiersdorfBeiersdorfBeiersdorfOinofytaMarkopoulo
- Padel, Aikido, Constructions, Basket-ball, Cycling, Traveling, Sailing, Snowboarding
Timeline
Commercial Director
DRAGEES HATZIYIANNAKIS S.A.
11.2015 - Current
Sales Manager
SONEL AE
03.2012 - 10.2015
Project Manager
SEPTONA ΑΕ
10.2011 - 02.2012
Trade Marketing & Category Management Specialist
BDF – Beiersdorf Hellas AE
09.2009 - 06.2011
Shopper & Customer Marketing Supervisor
BDF - Beiersdorf Hellas AE
09.2006 - 09.2009
Consumer Sales Representative
BDF - Beiersdorf Hellas AE
02.2002 - 09.2006
Master of Business Administration - MBA in Marketing
IUKB - Institute Universitaire Kurt Bosch, Switzerland
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