Abdul Ghouri محمد

• Developed and executed annual trade marketing plans aligned with brand and sales
objectives.
• Managed trade marketing budget of SAR 46 million ensuring optimal ROI.
• Designed and implemented promotional campaigns across modern trade (Carrefour, Panda,
Danube) and traditional trade channels.
• Led in-store activations during peak seasons (Ramadan, Back-to-School, and National Day).
• Improved numeric distribution by 12% and increased visibility share by 32%.
• Coordinated closely with Sales, Supply Chain, and Brand teams to ensure seamless campaign
rollouts.
• Conducted regular market visits to ensure execution excellence and compliance.
• Assisted in developing trade strategies for Hair Care / Personal Care / Healthcare categories.
• Managed POSM production and ensured timely deployment across regions.
• Analyzed sell-out data and recommended promotional adjustments.
• Supported category reviews and joint business planning with key accounts.
• Achieved 15% sales growth in KSA market within 12 months.
• Increased promotional ROI by 10% through optimized trade spend allocation.
• launched 15 new SKUs across key accounts.

Business Ownership & Commercial Leadership
Managed a SAR 65M annual business portfolio across five categories (Rice, Dairy, Canned Foods, Beverages & Spices) across Modern Trade and General Trade channels.
Developed and executed annual trade marketing strategies aligned with aggressive sales growth targets.
Built and controlled annual Sales and TMI/CMI budgets, ensuring efficient allocation and improved promotional ROI.
Trade Execution & Market Excellence
Led nationwide implementation of trade and consumer promotions, ensuring full compliance across KSA within defined KPIs.
Improved key trade KPIs including:
Must Stock List compliance
On-Shelf Availability
Share of Shelf
New Listings & Flyer Execution
Managed POSM development and in-store sampling through agency partnerships, enhancing consumer engagement and brand visibility.
Performance Analytics & Strategic Insights
Conducted detailed sales analysis by brand, SKU, and channel to identify growth drivers and underperforming SKUs.
Prepared customer-wise profitability analysis for Key Accounts to optimize promotional planning.
Identified high-performing SKUs using market data and recommended portfolio optimization strategies.
Monitored competitor activities and implemented proactive counter-strategies with Sales.
Cross-Functional Leadership
Collaborated with Supply Chain for monthly forecasting and replenishment planning to minimize stock-outs.
Negotiated and managed Customer BDA agreements to strengthen commercial partnerships.
Presented monthly business reviews and strategic insights to senior management.
Facilitated project meetings and maintained SOW and resource allocation trackers to ensure timely execution.
Technical Expertise
Advanced Excel (Pivot Tables, VLOOKUP, Data Validation, Dashboards, Charting)
Trade spend tracking and ROI evaluation
Data cleansing and commercial performance reporting
Key Achievements:
Successfully managed SAR 65M portfolio with consistent category growth.
Strengthened trade execution standards across KSA market.
Improved visibility and distribution across key retail accounts.
Optimized trade investments through structured TMI/CMI control.

• Handling the business of 47 Mn SAR per year which include 3 Categories (Tiffany, Nabil &
Wafer).
• To align category wise yearly sales budget and TMI budget
• Prepare the Trade plans & ensure the Implementation of Trade Activities across KSA.
• Responsible to implement the trade plans with in the specified time & ensure its
completion with in KPIs.
• Monitoring the In-Store sampling & evaluate the sampling activity.
• Agency Management for POSM & Sampling activity.
• Prepare sale analysis reports in detail to understand the Sales trends by Brands by
channel to review with sales team.
• Prepare Customer wise analysis to monitor & analyses the key account performance.
• Monitoring the Brand performance by SKUs.
• Identify the key performing SKUs along with market facts.
• Identify & communicate the findings from the market for necessary actions.
• Ensure the Implementation of Trade offers & Consumer offers in Market.
• Pro-active in Competitors activities & prepare necessary action plan along with Sales
Team.
• Work with Supply Chain for monthly forecasting to place order to BUs
• Preparing monthly review presentation for top management.
• Handling day to day operation category related tasks (head office).
• Preparing daily and monthly reports + presentation for head office.
• Closely monitoring of Trade Expense
• To Develop the tactics using 4P Strategy of marketing (Price, Place, Promotion & Price)
• Improving all KPIs related to Must stock list, on shelf availability, share of space, listings
and flier compliance
• Managing and Updating of TMI Budget by Category and Brand in Seibel System.
• Managing of TMI Spendings Through Seibel ERP System of All Categorys
• Creation and Actualization of Trade Schemes and Spending Deals in System as per actual
spending.
• Creation of Customer Contracts in Seibel System for the appropriate Spending as per
sales.
• Extensive data cleansing and analysis, using pivot tables, formulas (v-lookup and others),
data validation, conditional formatting, and graph and chart manipulation.
• Facilitate program and project meetings.
• Maintain Statement of Work and Resource Allocation Trackers.

• Extensive data cleansing and analysis, using pivot tables, formulas (v-lookup and others),
data validation, conditional formatting, and graph and chart manipulation.
• facilitate program and project meetings;
• Maintain Statement of Work and Resource Allocation Trackers.
• Help remediate Vendor Statements of Work;
• Submit Statements of Work into Contracts database;
• Budget and forecast tracking and variance analysis;
• Work with Finance on accruals;
• Perform general back-office support for Project Managers.
• Prepare and facilitate weekly PMO meetings;
• Captured meeting decisions and content into Excel based tracking logs.
• Conduct quality assurance activities regarding data migration and folder permissions.
• Adhere to and communicate Records Management procedures to customers.
• Perform SharePoint administration for team.

• Assisted in hardware installation and maintenance of workstations, servers, networking
equipment, and other supporting hardware.
• Configuring, Managing and Maintaining Networking Equipments, Servers, PCs, Routers
and Switch
• Troubleshooting in LAN /wireless /remote connections /VPN Various printers setup in
network
• Performed user account creation, deletion, and configuration.
• Applying operating system updates, patches, and configuration changes.
• Installing new software, training staff on new systems and planning future
improvements.
• Suggesting IT solutions to business problems and making sure all IT meets industry
standards