Sales Director Manager

Osama Zaki

: *****.******@*****.*** : +966********* Saudi Arabia

linkedin.com/in/osama-zaki-65468a18

Business Management & Development Professional

Strategic Sales Director with over 20 years of success in the FMCG sector across Saudi Arabia and Egypt. Proven track record of delivering double-digit growth, driving national sales strategies, and leading cross-functional teams across Multiple channels and sectors. Recognized for P&L ownership, channel development, BDA negotiation, go-to-market planning, and Route-to-Market execution. Adept at building high-performance teams, optimizing sales operations, and exceeding revenue targets through strategic planning and execution.

Career Summary

• From Mar 21 to present, B2C and E-Commerce Sales Director at Al Fares group – KSA.

• From Jan 16 to Mar 21, Head of Modern Trade and Business Development Manager at IFFCO – KSA.

• From Oct 13 to Dec 15, National Modern Trade and Mini Market Sales Manager at Halwani Brothers – KSA.

• From Jan 07 to Sep 13, National Direct Distribution and Modern Trade Sales Manager at Savola – KSA.

• From May 04 to Dec 06, National Key Accounts Sales Manager at AMS Baeshen (Rabea Tea) – KSA.

• From Jan 02 to Apr 04, Regional Sales Manager at AMS Baeshen (Rabea Tea) – KSA

• From Jan 99 to Dec 01, Territory Development Manager at PepsiCo – KSA.

Skills:

1. Deep Understanding of the Saudi Market dynamics.

2- Advanced Data Analysis and Market Intelligence.

3. Exemplary leadership and Team Management.

4- Excellent Customer Relationship building skills.

5. Experience in Forecasting & Strategic planning.

6- Product Launch Strategy & Go-to-Market Planning

7. High-Impact Leadership & Team Development.

8- Channel Management & Route-to-Market Design

9. Commercial Strategy Development.

10- Cross-functional Collaboration & Communication.

11. P&L Ownership & Financial Acumen.

12- Negotiation & BDA’s Management.

13. Strategic Business Planning & Execution.

14- Driving Business Growth. Professional Experience.

B2C and E-Commerce Sales Director, from Mar’21 to Present, at Al Fares. KSA Overseeing sales, distribution, Trade Marketing, and marketing operations for Al Fares Company’s flagship Rice and Harees brands across KSA, generating over SAR 250M in annual revenue. Lead the development and execution of comprehensive Sales, Marketing, Trade Marketing, and Distribution strategies to drive growth and profitability. Key responsibilities include sales forecasting, pricing strategy, and structured market expansion. Manage brand positioning, consumer insights, and campaign execution to boost performance, visibility, sales, and market share. Conduct regular market visits, strengthen customer relationships, and lead employee training, field coaching, and performance management through KPIs and capability development. Successfully launched new products through Go-to-Market planning and Route-to-Market execution. Monitor sales expenditures, manage receivables, and leverage data analytics to identify growth opportunities and optimize resource allocation.

Head of Key Accounts and Business Development Manager, from Jan' ’16 to Mar' 21 at IFFCO. KSA

Overseeing the sales and distribution of IFFCO company’s portfolio from Edible Oil, Olive Oil, Biscuits, Flour, Culinary, and personal care across KSA with a total of SAR 300M in annual revenue. This role involves analyzing sales and Marketing data to identify strengths and weaknesses and react accordingly, Develop annual promotional plans for each brand and SKU, customized by customer, to drive market share growth & deliver both top-line revenue & bottom-line profitability, negotiating BDAs, Conducting quarterly business reviews with customers to identify growth gaps and agree on corrective joint business plans if needed, scheduling a monthly market visit nationwide, monitoring sales spending, maintaining strong client relationships, developing and executing Sales

& Marketing strategies for new launches with the marketing team.

National Modern Trade and Mini Market Sales Manager, from Oct’13 to Dec’15, at Halwani Brothers KSA.

Overseeing the sales of Halwani Brothers Company's portfolio of Halawa, Tahina, Jam, Processed Beef, Frozen Foods, Dairy Products, Cheese, Mamoul, Pickles, Beans, Rice, & Sugar, generating over SAR 260M in annual revenue. The responsibilities include developing & implementing sales strategies, negotiating BDAs, conducting quarterly business reviews with customers to assess performance, identify gaps, & implement corrective actions & agreeing on JBP if needed, creating an annual promotion plan for the channel & tailored promotion plan for specific customers based on brand & SKU movement to drive sales, enhance market share, and brand positioning. The role also focuses on demand generation, achieving top-line growth, and bottom-line profitability through accurate forecasting, performance monitoring, and conducting regular market visits across KSA to ensure execution excellence and strengthen the customer relationship.

National Direct Distribution and Key accounts Sales Manager, from Jan’07 to Sep’13 at Savola Food KSA,

Overseeing the sales and distribution of Savola's well-known sugar brands with a total of SAR 240 M in annual revenue, this role includes, developing sales and marketing strategies per channel to maximize efficiency, develop a strong direct distribution system, enhancing the van sales coverage and distribution results, Transforming the van sales operation to a cash-on-delivery model, develop monthly and annual promotional plans per channel, achieving monthly and annual sales targets per channel, customer, brand & SKU to meet both the top and bottom lines profitability. Negotiating MT BDAs and optimizing terms and conditions, expanding the number of listed SKUs, improving cross-merchandising visibility, enhancing the Go-To-Market and Route-To-Market plans, and enhancing the relationship with Key customers.

National Key Accounts Sales Manager, from May’04 to Dec’06 at AMS Baeshen. KSA.

Overseeing the sales & distribution of AMS Baeshen company’s product portfolio, from well-known Rabea tea, Bee sugar, & Al-Hamra charcoal, with a total of SAR 100M in revenue. This role involves achieving the top and bottom lines value & profitability, crafting & negotiating win-win BDA structures, collaborating with marketing & trade marketing teams to develop monthly & annual marketing plans, creating monthly and annual promotional plans, developing sales plans & strategies, ensuring excellent customer relationships, managing & resolving financial discrepancies, distributing sales targets among regional managers, scheduling monthly business trips, and trade visits across all regions.

Regional Sales Manager from Jan’02 to Apr’04 at AMS Baeshen. KSA. Overseeing the central region's sales & distribution of AMS Baeshen company's portfolio from well-known Rabea tea, Bee sugar & Al-Hamra charcoal, this role includes expanding market presence, recruiting, training, managing a sales & merchandising team, ensuring excellent customer relationships, leading business growth, reports on promotional feedback & collaboration closely with the team to generate sales and resolve the issues to meet the company’s goals.

Territory Development Manager from Jan 99 to Dec 01, at PepsiCo – KSA.

Personal Details

Place of birth: Egypt

Nationality: Egyptian.

Gender: Male

Civil Status: Married

Educational & Credentials: Bachelor of Arts from the Geography Department. Tanta University- Egypt.

Language:

Arabic Language: Native

English Language: Fluent

Professional Training and Certifications:

Attended multiple training workshops with PepsiCo, Savola, Baeshen, Halwani, IFFCO & Al Fares as follows.

1. Marketing & Consumer Insights.

2- Communication & Negotiation techniques.

3 Strategic thinking & business planning.

4- Digital & Online Marketing Strategies.

5. Talent Development and Coaching.

6- Leadership & management Skills.

7. Sales Strategies & Approaches.

8- Key accounts growth management.

9. Operation & Distribution management.

10- Talent & Team Development.

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