FMCG, Agribusiness, Sales Management, Marketing, Commercial Management
Resume:
Sherif Khoursheid Mobile # +2-010*-*-**-**** *
Sherif
Ali
Khoursheid
Address:
Dream
Land,
6th
of
October
City,
Egypt. Mobile
#:
+2
0100
563
999
4 e- mail:
***************@*****.***
:
***************@*******.***
PROFILE BRIEF
Highly
qualified
professional
having
15
plus
years
of
professional
experience
leading
teams
of
200- 800
members.
Managed
multiple
projects
ranging from
$5M 40M
in
revenues
&
$1M 5M
in
budget
in
MENA
region
in
FMCG,
food
manufacturing,
Agribusiness,
health
&
skin
care
products
with core skill set in Ground operations handling & quality control, Corporate Governance, General Management and Human Capital Management, Change
Management,
Customer
Experience,
Customer
Retention
&
Recovery
frameworks,
Business
Process
Re- engineering
&
Design,
Marketing
& Sales
operations
&
Supply
Chain.
Operations
Executive
with
demonstrated
record
of
exceeding
profitability
goals,
turning
around
underperforming
units,
driving
increased
revenues
& market share, establishment & distribution channel network across MENA. Extensive experience in Managing multiple sites, Commercial & Account
Management,
Sales
"Modern,
Traditional,
HORECA,
Pharmacies"
&
Export
markets
around
the
globe
new
business
start- ups,
new
market entries
&
new
product
launches,
community
marketing,
Loyalty
programs
&
Mobile
marketing.
Result- oriented,
Go- getter
&
High- energy
leader
with
exceptional
Marketing,
Strategic
Planning,
Business
Development,
Revenue
growth,
financial management
&
driving
operational
excellence
expertise
at
a
Regional
level.
Strong
leader
with
team- building
skills
and
the
ability
to
motivate
and develop
employees.
Cross- culturally
sensitive
and
Multi- lingual,
able
to
manage
complex
projects
employing
multicultural
workforces.
Proven
skills in
New
Business
Start- ups
and
New
Product
Launches.
Powerful
communicator
with the
ability to successfully
conclude
major transactions
with multinational
clients
and
manage
key
account
relationships.
Excellent
knowledge
of
the
business
environment
generally
in
the
Middle
East
/
North Africa
and
specifically
in
Egypt.
Highly
mobile,
willing
to
relocate
or
travel
extensively
to
fulfill
corporate
objectives.
Interpersonal,
managerial,
administrative,
commercial,
marketing,
sales,
financial
&
creative
skills.
Through
my
professional
experience.
I
have
acquired
diversified
industry
exposure,
i.e.
FMCG,
Telecommunication,
Tourism
&
Hospitality,
Logistics
&
Retail.
The
component
of
all
the
above
mentioned
industries
was
pivotal
and
instrumental
to
the
success
of
different
projects
and
assignments. PROFESSIONAL EXPERIENCE
FMCG
&
Commercial
Consultant January
2017
to
present Al- Ategahat
Al- Mtadeda
Co.
LTD
CPG
expert
at
Third
Bridge
Uk
CPG
expert
at
InfoMEA
- Organization
Development
&
Change.
- Creating
Value
Maximizing
Growth
Improving
Business
Performance.
- Business
planning
-
Product
positioning
-
Pricing
strategy
-
Route
to
market
-
S&OP
-
Distribution
strategy.
- Delivering
Commercial
excellence
&
improvement
as
well
as
operational
savvy.
- Identifying
market
opportunities
-
New
markets
-
New
product
launches.
- Options
for
growth
-
Asses
which
growth
options
suits
the
business
-
Lead
growth.
- Getting
return
on
investment
for
growth
&
financing
growth. Executive
Commercial
Manager
Wadi
Food
Industries: April
2014
to
December
2016 A
leading
Agro
business
company
with
7,000
olive
trees
planted
on
Cairo-
Alexandria
Desert
Road.
Today
Wadi
has
grown
more
than
930
hectares
of organic
olive
trees,
wine
grapes,
fruits
and
vegetables.
The
company
is
also
currently
cultivating
an
impressive
956
hectares
of
additional
land
located
in Wadi
Natroun.
In
1995
Wadi
Food
extra
virgin
olive
oil
was
introduced
to
the
Egyptian
market.
In
1996,
the
company
built
pickling
and
storage
facilities and
introduced
table
olives,
pickles
and
olive
pastes
to
the
market.
The
following
year,
Wadi
Food
acquired
a
first- class
industrial
mill,
further
improving the
quality
of
its
olive
oil.
Wadi
Food
has
since
built
state
of
the
arts
facilities
in
Sadat
City
and
Wadi
Natroun
to
process
and
package
table
olives.
In August
2011
Wadi
Food
inaugurated
its
modern
olive
processing
factory
in
Wadi
Natroun.
This
state
of
the
arts
facility
is
designed
to
process
16,000 metric
tons
of
table
olives.
Wadi
Food
has
successfully
introduced
more
than
100
products
to
millions
of
satisfied
consumers
in
Egypt
and
abroad
and
is continuously developing and marketing new ones.
Wadi Food products are distributed to customers in Egypt through
WADI FOOD CORNER outlet stores,
major
supermarkets
and
retail
stores,
and
are
purchased
by
85%
of
Egyptian
five- star
hotels
and
resorts.
The
company
is
also
a
leading
Egyptian exporter
to
United
States,
Canada,
Brazil,
European
Union,
East
Europe,
GCC,
Far
East,
Australia
&
Africa. Responsibilities:
Managing
all
hands- on
operational
aspects
of
the
Company
&
ensuring
the
achievement
of
profit
targets
&
controlling
expenses.
Manage
the
relationship
within
the
business
“
Manufacturing,
Supply
Chain,
Sales
&
Marketing”.
Develop
&
implement
the
commercial
strategy,
brand
&
product
strategy
&
deliver
profitable
growth.
Building
brand
equity,
increasing
market
share
&
driving
new
product
development
Establish
a
positive
&
effective
working
relationship
with
finance
to
deliver
complete
&
accurate
results.
Drive
performance
management
on
the
KPIs
including
demand,
availability
gaps,
price
achievement,
profitability
&
working
capital.
Provide
positive
leadership
to
the
business
by
living
the
values,
create
&
maintain
the
work
environment
that
delivers
superior
performance. General
Manager
Mobilera
Egypt: April
2011
to
March
2014 A
Leading
CRM
based
mobile
marketing
&
advertising
company
winner
of
MMA
award
&
ranked
one
of
top
10
mobile
marketing
worldwide
that
have presence
in
more
than
15
countries.
Mobilera's
service
offering
cover
typical
messaging
based
mobile
marketing
&
360
degree
full
interactive
marketing services
on
mobile,
web,
outdoor
&
indoor
interactive
kiosks
&
touch
screens.
Mobilera
developed
CRM
based
technology
platform
for
clients
who
want to
increase
loyalty
as
well
as
increase
product
sales
&
market
share
a
unique
community
marketing
services
for
telecom
operators
to
increase
their subscriber
base,
reduce
churn, increase
ARPU.
Mobilera
designed
&
manages
more
than
7
community
clubs
for
5
telecom
operators in
18
different countries
covering
more
than
20
million
subscribers.
Joined
Mobilera
in
April
2011
in
the
capacity
of
General
Manager
for
its
new
operation
in
Egypt with
Etisalat
Misr
to
run
the
first
telecom
community
youth
club
in
Egypt. Sherif Khoursheid Mobile # +2-010*-*-**-**** 2
Achievements:
Establishing
Mobilera
Egypt.
Launching
the
first
community
club
for
youth
in
Egypt
with
a
telecom
operator
Etisalat
Misr
.
850,000
subscribed
to
the
club
in
5
months.
100,000
likes
on
face
book
in
5
months.
Achieving
10%
club
engagement.
Club
Churn
rate
is
lower
than
the
operator
control
group.
Club
ARPU
is
higher
than
operator
control
group. Responsibilities:
Managing
all
hands- on
operational
aspects
of
the
Company
&
ensuring
the
achievement
of
profit
targets
&
controlling
expenses.
Ensure
all
the
policies
&
procedures
are
implemented
&
adhered
by
all
departments.
Building
the
Company
image
by
collaborating
with
customers,
business
partners,
government,
community
&
employees,
enforcing
ethical
business practices.
Planning
Administration.
HR
Management,
Project
Management,
Marketing
&
Sales
Management,
Financial
Management,
IT
Management
&
Administration
Management. Chief
Operations
Officer
El- Rashidy
El- Mizan
Confectionery
Factories
Development
Company
"FMCG": June
2009
to
March
2011 A
Leading
Manufacturer
&
Distributor
of
Halawa,
Tahina
&
Confectionery
&
distributor
for
Americana
Canned
Food
“Beans,
Mushrooms
&
Tuna“.
Joined El- Rashidy
El- Mizan
Company
in
June,
2009
in
the
capacity
of
Commercial
Director
&
member
of
the
Ex.
Com
that
set
the
company
strategy.
In
June 2010,
promoted
to
the
position
of
Chief
Operations
Officer. Achievements:
Devised
a
comprehensive
turnaround
strategy.
Challenged
to
turnaround
declining
sales
to
+
40%,
profit
margins
to
+5%
&
market
share
to
14%.
Halawa
&
Tahina
:
new
packaging
technology
&
Modernized
labeling.
Confectionery:
improving
product
offering
&
launching
new
product
range.
Become
“
BIG
No.
2
”
player
in
the
Halawa
/
Tahina
market.
Grow
numeric
&
weighted
distribution
particularly
in
the
Cairo
&
Alexandria
region.
Successfully
developed
&
increased
presence
in
the
Modern
Trade
&
HORECA.
Position
product
as
“
The
Authentic
“
Halawa/Tahina
within
local
and
export
markets.
Modernize
and
Expand
manufacturing
&
storage
capacity
to
be
the
platform
for
rapid
expansion.
Increased
Market
share
from
6%
to
14%.
“AC
Nielsen”.
Directed,
managed
&
coordinated
the
successful
re- launch
of
El- Asly
brand. Responsibilities:
I
was
the
daily
communicator
of
the
vision
and
mission
to
the
organization.
Working
closely
with
the
Managing
Director.
Responsible
for
business
planning
and
insuring
that
all
the
team
members
understood
the
plan
and
exactly
how
their
role
impacted
the
success
of that
plan.
Functional
responsibilities
included:
Marketing,
Sales
"local
&
export
markets,
Supply
Chain,
Operations,
Manufacturing,
Strategic
Planning,
Human Resources,
Risk
Management,
Quality
Assurance,
Information
Systems,
and
General
and
Administrative. Commercial
Director
Swiss
Premium
Foods
Co.
Egypt
“SADAFCO
Group”
"FMCG": August
1995
to
May
2009 Manufactures & Distribute Dairy, Beverage, ice cream, Food products & Licensee of
Movenpick ice cream brand. Joined the Swiss Premium Foods Company
in
August,
1995
in
the
capacity
of
Senior
Sales
Supervisor.
Promoted
to
the
position
of
Area
Sales
Manager
in
January,
1997.
In
October,
1998
I was
promoted
to
the
position
of
Assistant
Marketing
&
Sales
Manager.
In
July
2000
I
was
promoted
to
the
position
of
Marketing
&
Sales
Manager.
In January,
2004,
I
was
promoted
to
the
position
of
Marketing
&
Sales
Director.
In
January,
2007
I
was
promoted
to
the
position
of
Commercial
Director. Achievements:
Successfully
launched
Movenpick
ice
cream
brand
in
Egypt,
Libya,
Jordon
&
Lebanon
&
to
become
number
One
premium
ice
cream
brand
in
Egypt.
Successful
record
in
HORECA
sales
for
Movenpick
&
Maxo
ice
cream
brands.
Increased
Market
share
from
less
than
1%
to
12%.
“Source
Euromonitor”.
Directed
&
coordinated
another
successful
launch
of
Maxo
ice
cream
brand
which
is
Sadafco
owned
brand.
Successfully
leading
Maxo
ice
cream
brand
to
become
one
of
the
main
players
in
the
market.
Successfully
launching
UHT
milk,
Drinks,
Juices
&
Tomato
Paste
by
SADAFCO
&
Lead
a
team
in
developing
and
marketing
several
new
product
lines.
Sales
value
Septupled
from
1996
to
2008,
Quadruplet
sales
volume
from
1996
to
2008.
Increased
profitability,
Increased
customer
base
&
Improved
brands
distribution.
Successfully
build
a
strong,
ambitious,
self
confident
&
well
trained
sales
team.
Improved
collection,
reduced
credit
period
&
decreased
outstanding
receivables.
Successfully
penetrating
the
Lebanese,
Jordanian,
Ethiopian,
South
African
&
Libyan
market.
Successfully
launched
Sadafco
ice
cream
impulse
products
in
the
Egyptian
market. Responsibilities:
Developing
Marketing
Objectives,
Marketing
mix,
Market
Research,
Market
Analysis
&
Marketing
Budget
(
Adv.,
Promotion,
P.O.S,
PR,
etc
Developing
an
effective
business
&
marketing
plans
&
execution
of
the
plans
after
approval
from
executive
committee.
Recommending
long
&
medium
corporate
objectives,
strategy
&
plans.
Controlling
the
elements
of
the
strategic
network
&
developing
company
operations.
Responsible
of
the
P&L,
capital,
operational
&
sales
budgeting
&
responsible
for
its
implementations.
Defining
&
exploring
new
business,
products
&
market
opportunities
(catering,
retail,
Franchise
&
export).
Specifying
and
achieving
annual
sales
targets
&
monitoring
financial
costs,
expenses,
stocks
&
ensure
they
are
in
adherence
to
the
budget.
Organizing
the
selling
function,
develop
sales
distribution
&
increase
distribution
efficiency. Sherif Khoursheid Mobile # +2-010*-*-**-**** 3
Credit
Sales
Professional
Saudi
Import
Company
Distributor
for
P
&
G
"FMCG": June
1993
to
July
1995 A
leading
Saudi
Arabian
Distributor
for
Procter
&
Gamble
Health
and
Skin- Care
Consumer
Products.
Joined
the
Saudi
Import
Company
in
June,
1993
in
the capacity
of
Van
Salesman
for
Riyadh
Area.
Promoted
to
the
position
of
Credit
Salesman
for
the
South
Area
of
Saudi
Arabia
in
October,
1993
till
30th
of July,
1995.
Achievements:
Promoted
to
Credit
Sales
Professional
in
record
time
2
months.
Increased
sales
by
25%
&
improved
brand
distribution
numeric
&
weighted
&
increased
customer
base.
Decreased
return
products
through
better
quality
control
&
reduced
credit
period
from
over
120
days
to
less
than
90
days.
Achieving
targets
set
by
management. ON JOB TRAINING
Upstate
Farms
Cooperative,
Inc.
New
York
U.S.A.
(2)
month
training
in
the
Marketing
&
Sales
Department
an
International
Alliance
Training
Program
by
the
IIE
International
Institute
of
Education Washington
DC
U.S.A
from
15th
February,
2001-
15th
April,
2001.
Sheraton
Montazah
Hotel.
(3)
Months
training
in
the
Front
Office
Department
“Reception”
from
1st
July,
1991
-
30th
September,
1991.
(3)
Months
training
in
the
Sales
Department
from
1st
October,
1991
-
31st
December,
1991.
High
Grade
Construction
Co.
Los- Angeles
U.S.A.
(3)Months
training
in
the
Customer
Service
Dept.,
from
15th
June,
1989-
15th
September,
1989. EDUCATION
Bachelor
of
Commerce,
Accounting
Department,
Alexandria
University
graduated
1991.
Victoria
College
School
from
1973
up
to
1987. TRAINING COURSES
Senior
Executive
Program
(SEP)
the
program
by
Indian
Institute
of
Management
–
Ahmadabad
(IIM- A)
&
Harvard
Business
School.
How
To
Develop
Your
Marketing
Plan
&
Strategy
at
the
American
University
in
Cairo.
Attended numerous training courses at the American
University & others covering Integrated
marketing communication, improving your selling skills,
how
to
successfully
close
a
sales
deal,
sales
management,
project
management,
change
management,
effective
negotiation
skills,
coaching
& mentoring, zero defect, interviewing skills for effective staff selection, finance for non financial
managers, effective presentation skills, package design
concepts
for
successful
marketing,
brand
building
&
development
&
essentials
of
food
costing.
Ice
Cream
Hygiene
&
operation
Training
Course
held
by
Movenpick
Foods,
Switzerland. Special
Assignment:
In
2001
participated
in
developing
the
launch
Campaign
for
a
new
brand
of
UHT
milk,
Juices,
Tomato
paste.
In
2010
participated
in developing
&
launching
Swiss
blu
wellness
products. Language
Skills
:
Arabic
(
Mother
Tongue),
fluent
English,
French
&
Italian
(Fair). Computer
Skills
:
Excellent
knowledge
of
PC
operations:
Microsoft
Office
&
Internet. Passions
:
Sports:
Football
I
was
chosen
as
a
Goal
Keeper
for
the
Egyptian
National
Team
under
16
years
old,
Swimming,
Volley
ball,
Basketball
&
Ping- Pong.
Enjoy
reading
&
listening
to
music. Extracurricular
Activities:
Member
of
the
board
in
the
Egyptian
Chefs
Association.
Member
in
the
Future
Generation
Foundation. Personal:
Nationality:
Egyptian. Date
of
Birth:
8th
December,
1969. Marital
Status:
Married
with
two
children.
Contact this candidate