Regional experience GCC - LEVANT
FMCG experience : Food & None Food
Sales Management : Modern Trade, Traditional Trade, Horeca & QSRs, Van Sales
Export Sales & Distributor’s management
Retail and Merchandising Management, Category Management & Strategies.
Marketing & Trade Marketing Management: ATL/BTL
Brand Activation & Management, E-commerce solutions
Strategic Planning / Business Development and leading B2B
P&L Management / Budgeting & Cost Control
Inventory & Stock Management
Leader ship, Team-building, Training & Coaching
July 2018 Till date
Leifheit Group Germany
Regional Manager, Export sales & Trade Marketing – MENA, Based in UAE
Managing the distributors within the MENA region by leading the sales and trade marketing guidelines of our brands.
Lead and set the Sales & Trade Marketing strategy across a portfolio of brands for distributors in MENA countries
Plan, propose, negotiate and execute annual business plans with all distributors
Lead and oversee short &long terms Sales & Trade Marketing projects and promotional activities
maintain brand guidelines at all times and adhere to processes
Provide guidelines for the sales development and execution to all distributors within the MENA region
Providing brand activation & guidelines to the distributors on trade marketing, merchandising, in-store activities, POP Materials, trade events, retailers promo activities & BTL in general
Support distributors to ensure projects and sales support activities are completed to specifications and deadlines
Monitor agreed trade promotions and ensure they remain on brand strategy, then following up with appropriate requirements and report on effectiveness
Ensure ‘best in class' in-store execution across all retailers within all countries
Implement annual sales and promotional plans to achieve top-line targets for assigned accounts
Develop existing businesses for growth as well as exploring new opportunities
Develop strong partnerships with designated accounts by having intimate knowledge of their processes and activities to maximize opportunities
Develop creative programs that drive POS revenues, secure additional business opportunities, increase profitability and retail turns that are aligned with consumers demand and shopping behavior
Prepare and ensure the achievement of the company’s objectives & sales targets
Reporting to the Export Director
Aug 2015 – June 2018
Al Nabil Food Industries Co
Regional Export Manager (Sales & Marketing) – MENA, Based in UAE
The Company: Al Nabil Food Company is based in Jordan and it is one of the largest manufacturers in the region producing more than 200 products including Frozen Processed Meat Products, Cold Cuts, Pastries, Ready Meals, and Sweets. The company is an approved supplier for International Quick Service Restaurants “QSRs” such as McDonald’s, Subway, Charlie’s Subs, Papa John’s, Domino’s Pizza, YUM (Pizza Hut) and many others.
The Role: Leading a team of 6 export sales managers with sales budget of 15M USD, targeting growth of 10%.
Sales development by reaching new markets and new clients on a global scale (mainly distributors)
Preparing sales & marketing budgets and objectives
Preparing dedicated analysis and market research in order to generate business plan for new sales channel introducing new processes into the company.
Developing cooperation with internal divisions in order to maximize markets and brands potential
Responsibility for P&L of the export sales
Ensuring distributors efficiency and influencing their performance within their local markets
Securing optimal product mix, in addition to activities & promotions (A&P)
Responsible for development of existing & new market
Establishing B2B Business deal, HORECA & retail distribution in major Middle East markets, and handling Business development activities.
Performing with targeted business revenues achievement, assuring with under controlled profitability.
Responsible for entire export Sales.
Visiting distributors’ markets (GTM) regularly along with their sales team and keep close approach about product sales performance, market coverage and bound to make stock holdings.
Presenting guidelines to distributors
Negotiating the distribution commercial agreements with the distributors & business partners
Reporting to the CEO
July 2011 – July 2015
FHP, Freudenberg Household Products – Vileda / Germany
Regional Manager - Export Sales & Trade Marketing / GCC
Support the management of distributor's sales and trade marketing function to develop and grow the business in the relevant aspects of distribution, sales, key account management and trade marketing, with a sustainable growth of 8% year over year.
Prepare OP targets & plans.
Achieve net sales to trade & export sales targets by country. Monitor the right distribution & coverage levels by channel through continuous market visits & maintaining the proper on shelf availability by category.
Conducting periodic business reviews to assess situation per country, workout weaknesses & resolution while improving current strengths.
Monitor & evaluate planned & unplanned marketing activities and provide guidelines for activities & promotions.
Continuous analysis of sales reporting (including EPOS data) to identify and resolve negative trends & maintain positive trends.
Monitor stocks & shipment situation by country to make sure we maintain adequate stock levels by country.
Prepare & amend planograms and merchandising guidelines by country.
Analyze & provide feedback on distributor performance while trying to develop capacities of distributors.
Conduct annual products training by country and whenever needed.
Monitor & analyze competition in market & provide plans to counter competitors.
Develop current businesses through defining new business opportunities and/or required new products developments (NPDs) to complement the range.
Implement country specific projects to develop a certain category through proper market development approach
Ensure each country sets up a full year marketing plan & properly implements it. This includes customer specific marketing plans.
Help develop & utilize POSM.
Planning and execution of ATL/BTL plans
Ecommerce business solutions
Monitor & maintain sales figures & ensure healthy P&L.
Monitor top customers annual contracts & assess ROI per customer.
Maintain & amend price structures per country.
Ensure proper A&P spending.
Ensure payments are delivered on time.
Reporting to the MENA Director.
Feb 2009 – June 2011
FEDERAL FOODS / Dubai-UAE
Senior Channel Development Manager / Retail sales
Responsible to expand/develop the business and brands portfolio of the company within UAE. Also to expand the company’s retail business operations with new territories and partnerships across the UAE throughout meetings and negotiations with key account costumers to secure the best agreements for the company, leading a team of 3 channel managers,15 Key account managers and 50 + merchandisers to deliver sales worth of 55M USD.
Prepares the Business Development Plans.
Develop and implement strategies for new products.
Establish and maintain the market and statistical reports to develop potential business opportunities.
Provide direction, guidance and training to the team to ensure alignment with the Company’s strategies.
Design and develop market initiatives to support targeted prospects and plans.
Sourcing new business opportunities and developing leads that can be converted to business for the company.
Developing relationships with key account costumers
Support the operations by defining and developing the Organization structure as per the business needs.
Operate business as per the International Standards by applying suitable policies and procedures.
Develop and ensure sufficient resources are available to capitalize on the short, medium and long term goals of the Company’s Operations
Budgeting/forecasting and playing a vital role in setting the strategic objectives.
Managing P&L related to the concern channels in term of products launching budget, marketing budget, listing budget, pricing budget, HR budget (within the channel).
Setting yearly/monthly sales targets and sales development objectives to be cascaded to sales team, by segment / brand / SKU / customer etc...
Reporting to the sales & marketing director
Nov 2006 – Jan 2009
PEPSI – Al Jomaih Bottling Plants / Riyadh-KSA
Senior Sales Manager (Riyadh region )
Leading a group of TDS's (territory development supervisors) and their teams of 60 people or more to deliver the unit's case sales( worth of 38M USD) and net revenue plan through best practices, set market executions and customer service standards for the various channels served, targeting yearly growth of 8% year over year (YOY)
Ensure people roll out and sustainability in the implementation of best practice tools within the unit
Convert the unit sales, net revenues and market development objectives to all TDS's within the unit
Provide ongoing coaching to all TDS's within the unit and ensure they are properly equipped, trained and motivated to achieve their objectives
Deliver market executions and customer services as per standards
Review progress versus objectives at weekly meetings and take corrective action as appropriate
Develop strong relationship with key accounts within the unit
Report competitive activities to the RSM (regional sales manager) as and when it happens
Assess the unit sales staffing,skills requirements and administrative support to address short and long term HR needs
Report infrastructure requirements (coolers, truck,glass float and etc) within the unit as per market needs to the Regional Sales Manager (RSM)
Oct 2004 – Oct 2006
Geant Hypermarket - Group Casino / Dubai – UAE
Merchandise Manager – FMCG Food & None Food
Category Management – Sourcing – Buying – (Merchandise planning) management
Leading the FMCG category management
Leading merchandise/assortment plans
Leading the planning, development and execution of budgets
Targeting to Grow revenue
Global / Local sourcing initiatives
Manage purchasing strategy
Maintain 6,000 or more active SKUs
Lead private label strategy ( Casino brand); secure supplier base options for national brands
Establish pricing, promotional strategy, and liquidation plans to maintain inventory relevance and limit aging stocks
Product innovation, inventory management, and healthy marketing
Effective execution of market analytics, channel management, pricing, customer service
Mentoring competitors pricing, activities, promotions and assortments
Escalate sales and ROI performance through creative market and merchandising strategies and promotions
Train and develop staff in category activities for the business lifecycle
Leading the negotiations with the key suppliers / partners
Increase turnover of sales and ROI, and support from suppliers
liaise with the store managers for the imperative issues
Reporting to the ( GCC merchandise group head )
Jul 1997 – Sep 2004
LIFCO Group Of Companies / UAE
Sales & Marketing Manager
FMCG - frozen, dry, chilled and beverages.
Leading a team of 2 supervisors & 15 salesmen
Setting plans for the supervisors ; schedules, follow up, promotions, market studies to run the team accordingly
Meeting with the key accounts managers for expanding business and solving occurred issues
Working on targets given by the G.M
Giving targets to the supervisors and the salesmen
Planning to increase 20% of the targets yearly
Key accounting hypermarkets and A/class outlets
Budgeting the expenses according to the available support from the principal or from the company it self
Pricing new products
Launching new products to the local market
Launching monthly promotions
Planning & launching of promotional campaigns, such as: back to school, Ramadan …etc.
Corresponding with the principals and suppliers
Meeting with the principals inside and outside the U.A.E
Delegating and negotiating with them for several issues such as: setting the orders, shipments, prices and budgets
Corresponding with international companies aiming for new products and agencies
Reporting to GM
Sep 1994 – Jun 1997
UNILEVER International / Amman-Jordan
Skin care products, perfumes and shampoo
Key accounting A/class outlets in the local market
Introducing products in the market
Achieving the monthly target
Maintaining the best displays of the product
Reporting to the sales manager
1989–1993 University of Jordan Amman-Jordan
B.A. Political Science/Public Administration
Inventory and stock taking skills
Trainings & Courses :
Key Account management – Held in Germany
Advance negotiation skills – Held in Germany
Ecommerce solutions – Held in Germany
KPIs – Held in Germany
Winning every customer / WEC
Customer demand forecasting / CDF
Territory university / TU
Effective Habits Building
Advanced Excel 2007
Selling skills /Brain Power Institution-Dubai
Private driving license (Jordan, UAE, KSA)
Married /No children