Managing Director
El Sabah Food Industries Company
Total years of experience :27 years, 9 months
Accomplishments:
• Brought on-board for the coveted role of a next-generation leader taking the helm and restructuring mega company of 3 factories - processed cheese, canned beans, tomato paste, Jam, dairy and Juice.
• Expanded the company’s business footprint to highly competitive markets in Africa, Asia and Europe.
• Under my leadership propelled sales volume of the processed cheese by 350% in 2022 from 1400 ton to 5000 ton by applying innovative go to market strategy based on value against price which empowered the company to invade new Asian and African markets.
• Introduced new innovative economic milk formula to Mauritanian Market which resulted in increased sales orders by 50% more than previous year. Attained this challenging feat by leveraging manufacturing and commercial excellence as well as strategic negotiation to finalize the win - win deals.
• Ownership for crafting EL-Sabah’s future ambition and consistently producing top & bottom - line growth even in the face of stiff competition adversities for a wide range of products. Resulted in creating and supporting new and existing brands such as El Sabah, Najwan and Diamond.
• Hand-selected to lay the foundation of new projects of tomato concentrate and directing day-to-day market and manufacturing operations.
• Played an integral role in the continued growth of the company by leveraging entrepreneurial and visionary ideas, providing direction and leadership toward achievement of the organization's philosophy, mission, vision & strategy.
• Acted as a catalyst in operational excellence thereby achieving extra revenue by whopping 30%.
• Instituting strategic plans for the company's long-term growth & profitability, overseeing all aspects of the company's operations, and superintending a robust team of Managers/employees to achieve company goals and objectives.
Responsibilities:
• Proffering organizational vision, leadership and oversight required to generate new business, deliver excellent results and achieve all organizational goals, vision and mission. Steering through change & challenge to profitable growth.
• Turnaround expert, sought-after for deep strategic insights to improve customer experience, revive business growth, the reverse decline in revenues and slash expenses.
• Delivering unrivaled commercial insights, midst FMCG market evolution that are sweeping the globe. Owning record achievement in strategic financing, allocating budget resources, business planning & continuous improvement.
• Championing large/key account management, establishing strategies to uncover the true potential of Top tier Accounts/ most precious clients.
• Thought Leader, driving the era of business transformation by initiating direct distribution sales.
• Owning an understanding of customer profitability via defining country-customized needs and developing new brands and products
• Establishing a pricing strategy, facilitating and delivering the EL-Sabah pricing agenda of balanced price and mix growth higher than the industry.
• Identifying, supporting, and driving the execution of insights into commercial action with sales performance leads.
• Leading product innovation, leveraging customer insights and industry trends to drive growth in base innovation. Developing strategic rationale and cases for new product development including feasibility and opportunity, product/ packaging features, sales projections, pricing recommendations, marketing, merchandising and promotions.
• Concomitantly handled supply chain, procurement and logistics initiatives.
• Progressively delivering excellence in Go to Market/ Route to Market Strategy and optimizing trade channels.
Accomplishments:
• Served as a visionary leader, proffered strategic consultancy, bespoke business and management solutions, and game-changing insights for resolving challenges.
• Sought by global companies to solve industry-defining challenges:
- Conducted in-depth studies about Iraqi Beverages Market for Onfrontiers (USA on-demand expert).
- Consultant for many Iraqi investors.
- Consultant for a group of factories in Egypt in the field of cheese, Juice, milk, canning of beans, etc. advised them in manufacturing and market operations.
- Refurbished manufacturing operations of family business/company (Al Mutajaddeda for Oil Industries & Refining)
Accomplishments:
• Head-hunted to provide thought leadership, direction and vision to accomplish the task of maximizing throughput, improving quality, and service and reducing operating costs.
• Emerged as a steward who steer organizations forward - recommended stakeholders to invest in a direct distribution company and purchase 50 distribution cars, investing in 2500+ freezers which augmented sales by a whopping 45%.
Responsibilities:
• Presided over day-to-day management & operations of company business, products and services, including operating levels, technology acquisition, development and compliance with the regulatory framework.
• Owned P&L accountability & big picture strategy that builds businesses, drives missions, generates positive ROI deliverables and measurable market leadership and growth.
• Finalized new win-win deals with key distributors that improved product distribution whilst enhancing sales with revenue growing significantly.
• Headed a high-energy, high-impact team of 10 direct reports, capable of delivering transformational business results.
• Key catalyst in the achievement of all facets of production, and plant activities, drove KPIs across strategic procurement, sourcing, contracting, logistics, and business development initiatives that optimize the value from the supply chain.
• SME, owned and drove lean manufacturing operations, with a major focus on procurement, production, and marketing.
Accomplishments:
• Successfully revitalized/ restructured 2 mega plants that ensured proper assigning of accountability across the organizational hierarchy and streamlining of workflow.
• Capitalized on capabilities, recommended diversified investments to reduce operational risks, and commenced operations for juice manufacturing to upsurge revenue stream.
• Strategic Negotiator, bagged a win-win deal with key distributors that improved product distribution and boosted sales.
Responsibilities:
• Commanded large FMCG operations, with a record of producing 70 million units weighing 8 oz per case annually.
• Defined business strategy, yearly operating plan and P&L roadmap. Supervised operations of various departments including production, supply chain, distribution, etc.
• Lean manufacturing environment champion, liaised with Board Members & Stakeholders to track the company’s growth path and effectuate positive changes in the long-term plan.
Accomplishments:
• Evangelized business vision, and established comprehensive sales & marketing strategies to re-launch & effectively position Dalya Nectar & Zain drink Juice in the Iraq market.
• Launched Zain chip brands. Stewarded the brand through its journey to a high market position in the snack category.
• Built large-scale distribution ecosystem in various cities including Baghdad, Erbil, and Dahook (Kurdistan) which in turn propelled sales multiple times per year.
• Recognized by the Executive Leadership for outstanding performance in launching Rand brand juice in NRB glass bottles, which achieved significant market penetration.
• Under my management propelled sales of food products falling in the ‘snacks’ category by 40%, and went on to achieve a leadership position in the segment.
Responsibilities:
• Delivered the next phase of manufacturing strategy, spearheaded key business drivers, and formulated operational plans, organizational budgets and manpower requirements.
• Focused on continuing a rich legacy of technical excellence, conducted periodic reviews/ audits of ongoing operations within all departments, prepared non-conformance reports and recommended changes in the existing processes.
• Orchestrated a sustainable LEAN organization and continuous improvement ethos, led company-wide transformation that enabled the delivery of breakthrough performance.
Accomplishments:
• Successfully handled recruitment & relocation of 2 qualified Plant Managers to Basra, and reduced resource headcount by 15% to achieve $400, 000 in annual cost savings.
• Re-designed compensation and benefits framework, that effectuated direct cost savings of $400, 000 on annual basis.
• Embedded a continuous improvement culture, and attained industry benchmarks using best-in-class practices, eventually enhancing the operational efficiency of the line by 20%.
• Conducted profitable negotiations with various distributors and channel partners, resulting in a 25% increase in ice cream and frozen foods market share.
• Headed 2 frozen foods production facilities for kobba, samosa, pastries, burgers, chicken nuggets and 2 ice-cream production facilities, with a capacity of 30 million litres.
• Consulted with the Board for the restructuring of production operations, marketing strategies, sales initiatives, customer service frameworks and organizational policies.
Previous Professional Experiences:
• Aug 2010 - Nov 2012: Consultant / Partner, Trans Universe Company, Jordan
• Mar 2009 - Jul 2010: Manufacturing Operations Manager, Judi Food Ind. Co., Libya
• Feb 2008 - Feb 2009: Plant / Product Manager, Al Mazraa Food Industries, Libya
• Sep 2005 - Aug 2007: Acting Plant/ Production Manager, Ahmad H. Algosaibi, KSA
• Jul 2004 - Jul 2005: Plant Manager, Stim Beverages and Juices Company, Sudan
• May 2001 - May 2004: Plant Manager, United Co. for Bottling Beverages Ltd, Yemen
• Mar 1995 - Apr 2001: Production Manager, Coca-Cola Bottling Co., Amman, Jordan
Bachelor’s degree in Agricultural Sciences (Major - Food Science & Technology), University of Jordan in Amman, Amman, Jordan, Aug 1992