Senior Sales & Operations Director, FMCG & Logistics
Resume:
Mohammad Nizar Hammoud
Sales & Operations Director FMCG, Retail, Logistics, &
CIT
**********@*****.***
Riyadh,Saudi Arabia
linkedin.com/in/mohammadhammoud1
EXECUTIVE SUMMARY
Sales & Operations Director FMCG, Retail, Logistics, And CIT KSA Market Accomplished Sales and Operations Director with 20+ years of experience in the FMCG, retail, and logistics sectors in the KSA market. Expertise in driving revenue growth, operational excellence, and market expansion. Recognized for leading multi- million-SAR P&Ls, optimizing end-to-end business operations, and delivering transformative digital initiatives. EDUCATION
BSc Mathematics & Statistics, King Abdulaziz University 1993 Jeddah, Saudi Arabia
CORE COMPETENCIES
Revenue & Profit Growth
Optimization
Operations Excellence &
Optimization
M-Million P&L Management
Oracle & AX Dynamics ERP &
BI Systems
GTM Strategy/Execution &
Channel Development
Logistics & Fleet Management
AOP Strategic Planning And
Budgeting
E-commerce platforms
(Magento ) & AWS Cloud
Computing
Distribution & Market Share
Expansion
Digital Transformation Projects
Management
Team Leadership & Coaching
Advanced Excel & Power BI
PROFESSIONAL EXPERIENCE
Retail Sales & Operations Director, Al Daffah Co. - Apparels & Fashion
• Reporting to CEO - Team size : 180 retail sales & operations staff - 4 Sales Unit Managers as direct reports
• Revenue Growth: Achieved a 20% year-over-year revenue increase by introducing innovative sales strategies, spearheading channel management, customer-focused initiatives, and targeted store expansions which consequently improved ATV & UPT rates (With Avg Annual Revenue Of 42M SAR).
2019-03 – Present
Riyadh, Saudi Arabia
• Market Expansion: Spearheaded the successful launch of 12 new retail outlets, resulting in a 8% growth in market share within key regions and added an average of SAR 6M to the annual revenue stream & achieving the targeted ROI.
1 / 3
• Cost Efficiency: Reduced operational expenses by 10% (Avg 2.1 M SAR) through strategic process enhancements, workflow streamlining, and renegotiation of supplier & store rents contracts to maximize cost efficiency.
• E-commerce & BI Integration: Led the integration of e-commerce solutions & BI tools unifying customer experiences across online and offline channels to enhance engagement and drive omnichannel strategy execution.
• Training Programs: Designed and implemented comprehensive retail training programs, resulting in a 30% increase in team productivity, maintained standards of visual merchandising
& in-store presence, and a 20% rise in customer satisfaction scores over a 12-month period.
• Channel Performance Optimization: Implemented performance metrics to evaluate channel effectiveness (using Power Bi) and optimize resource allocation
• Managed and grew export sales across Europe, GCC, and North Africa, achieving targeted revenue growth (annual avg revenue of 12M SAR) and expanding market share in diverse and competitive regions.
ATM & CIT Operations Director, Hemaya Group - Financial Services
• Reporting to VPO - Team Size: 250 CIT Staff - Direct Reports: 5 Regional Managers
• CIT Operations Leadership: Directed all aspects of cash-in-transit (CIT) operations, overseeing a 250 ATM/CIT routes and ensuring the secure processing of SAR 1.8B in monthly cash transportation and ATM replenishments, with an average annual revenue of SAR 200M. 2013-10 – 2018-12
Riyadh, Saudi Arabia
• Operational Efficiency: Improved operational efficiency by 15% through process streamlining and implementation of advanced route optimization strategies which has impacted positively on FLM & SLM % rates performance.
• Market Expansion: Expanded CIT operations into two new regions, achieving a 14% increase in revenue within 12 months in 2016.
• Cost Reduction: Reduced fuel costs by 11-15% annually by designing and implementing a sophisticated route management and monitoring system.
• Security Enhancement: Strengthened security protocols, reducing theft incidents with the integration of advanced technologies and procedures /SOPs. GM, Sales & Marketing, Alireza Group - FMCG Water Bottling
•Reporting to Managing Director- Team Size: 350 - Direct Reports: 5 Regional Sales Managers
• Sales & Marketing Leadership: Directed sales and marketing strategies for a leading water bottling Company, managing a team of 350 employees to drive regional business growth. 2011-02 – 2013-06
Jeddah, Saudi Arabia
• Revenue Growth: Achieved a 25% increase in revenue over two years through improved brand positioning, optimized distribution channels, and enhanced B2C & B2B customer engagement initiatives ( Avg Annual Revenue Size is SAR 300M)
• Market Share Expansion: Captured an additional 7% market share through targeted marketing campaigns, planned GTM, effective distribution, and boosting %SKU availability & prime presence at direct sales outlets.
• Customer Acquisition: Secured major B2B clients, contributing an additional SAR 22M to the company's revenue.
• Lead Conversion Improvement: Increased lead conversion rates by 21% through tailored marketing strategies and providing sales & GTM training programs to the front-line teams. Logistics Operations Manager, Aljomaih Pepsi Bottling - FMCG Beverages
• Delivery Lead Time Reduction: Achieved a 42% reduction in average delivery lead times
(days) by implementing Oracle order management module, optimizing 280 delivery routes and enhancing fleet utilization, resulting in faster product distribution and improved operational efficiency across the region and modern trade channel.
• Cost Reduction: Reduced logistics costs by 10% through strategic partnerships with third- party logistics providers, implementing cost-effective transportation solutions, and streamlining the supply chain process.
2009-02 – 2010-12
Riyadh, Saudi Arabia
2 / 3
• On-time Delivery Improvement: Improved on-time delivery rates to 95%, elevating customer satisfaction and reinforcing Pepsi Bottling’s commitment to timely service, thereby boosting client loyalty and ensuring a competitive edge in the market.
• Route Optimization: Activated route optimization technology (UPS routing planning) to minimize fuel consumption and enhance overall fleet performance, contributing to both cost savings and streamlined operational productivity.
Key Accounts Manager, Aljomaih Pepsi Bottling - FMCG Beverages
• Portfolio Management: Managed a portfolio of SAR 50M in annual total sales revenue for key accounts, including Panda, Tamimi, and Al Othaim Chains.
• Sales Growth: Increased key account sales by 20% YoY through strategic planning, promotional activities, and relationship management. 2007-01 – 2009-01
Riyadh, Saudi Arabia
• Contract Negotiations: Negotiated multi-year contracts with HORECA customers worth of SAR 12M of annual revenue, securing long-term partnerships with leading non-retail chains.
• Business Reviews: Conducted regular quarterly business reviews with assigned accounts which set the success roadmaps to achieve targeted contractual budgets & categorized spend, margins and marketing activities calendar.
Sales & Distribution Systems Manager, Aljomaih Pepsi Bottling - FMCG Beverages
• Handheld Sales System Implementation: Led the successful training and implementation of a handheld sales system across 22 sales centers within the Central, North, and South regions of the Franchise.
• Database Management: Developed and maintained a centralized Oracle database of detailed customer-level information for all outlets (44K outlets) within the franchise, improving data accuracy and accessibility.
2003-01 – 2006-12
Riyadh, Saudi Arabia
• Electronic Processing Integration: Ensured seamless electronic processing of all sales transactions, integrating with Oracle Finance module (A/R and A/P) and Supply Chain & Inventory modules for streamlined operations.
• Operational Automation: Fully automated end-to-end key operational cycles (S2C, P2P, HRMS) across the franchise, driving efficiency and reducing manual errors.
• Recognition: Awarded by PepsiCo CEO MENA for exceptional & successful contributions to sales transformation initiatives, in 2006
Trade Merchandising Manager, Aljomaih Pepsi Bottling - FMCG Beverages
•In-Sore Execution Management: Managed all merchandising in-store/trade activities insuring best-in-class quality executions of annual promotional programs, PepsiCo standards & planograms are implemented & maintained in 400 modern trade outlets.
•Joint-team Planning: Worked with the sales team in setting accounts development plan in terms of promotional support, presence, problems solving, and push for sales volume targets. 1998-04 – 2003-01
Riyadh, Saudi Arabia
•Performance Tracking: Measure performance of merchandising executions based on the Pepsi Int. Standards.
•Inventory Management: Managed all point of sale materials (POP), including inventory levels, trade execution, and procurement.
•In-Store Presence Management: Supervised, continuously, implementation of PepsiCo presence and access points in alignment with key accounts contractual terms.
•Team Leadership: Managed and trained merchandising staff (70 merchandisers) across the whole Franchise.
Selected Projects & Success Stories
1. Pepsi Sales Routes HHC Automation (+500 Routes) all sales channels, Dec.2006 2. Phoenix Project:Pepsi Pre-sell /telesell Oracle Order Managment Implementation, optimized orders delivery lead time from 3.4 to 1.6 days, May 2010. 3. UPS Route Planning System Implementation, Sep 2009 4. Omnichannel Retail Integration (Magento) - Daffah Website, May 2023 5. Guinness World Record "Marketing Initiative- Biggest Football In The World", 2002 3 / 3
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