Adel Lferde

EVYAP INTERNATIONAL, International FMCG leader in Soaps, cosmetics and hygiene : +700 Million USD, 4500 people

COUNTRY SALES MANAGER NORTHWEST AFRICA: Morocco, Algeria, Tunisia / 12 Million USD, 3 sole distributors, 20 Indirect reports, 10 subcategories, + 100 SKUs.

• 45% Sales growth, +5% Ebitda
• Full Operational expenditure management: 550 KUSD Budget.
Business Planning & Management
 Go-to-market Management, Distributor Joint business planning and management.
 Value chain optimization and execution.
 Sales and operations process management, Distributor Inventory and Sales out optimization.
Business Development
 Develop and monitor Trade activities by each retail environment, in a win-win philosophy.
 Monitoring sales performance, trade terms and conditions to the trade, and distributor profitability.
 Monitoring 5 P execution (Product Assortment, Placement, Pricing, Promotion, POP),

COMPANIE INDUSTRIELLE DE BONNETERIE / GROUPE YASMINE : Textile, Clothing and services National Leader : 900 Million MAD, 550 people
SALES & BUSINESS DEVELOPMENT DIRECTOR: Morocco, Export Markets (Africa); 100 Million MAD, 10 people. 1 Distributor, 5 categories, + 40 SKUs.
• Reengineering of local and regional go to market,
• +20% revenue growth, + 8% profit growth, +25% POS recruited,
• Sales & Business Development team successful reorganization.

 Route-to-market design, planning and execution, Middleman/Distributor Selection, Contracting and management: North and West Africa.
 Direct Sales & Business Development Management of all channels country(Morocco)/Regional wide(North West Africa)
 Direct and Indirect Sales Budgeting by SKU/Category/Channel/Region.
 Distribution Strategy & Trade marketing (5P) planning / execution/ monitoring by channel and by Retail environment.

COLGATE PALMOLIVE; Personal & Oral Care FMGC Leader; 300 Million MAD, 180 people.
COUNTRY RETAIL BUSINESS DEVELOPMENT MANAGER, MOROCCO; 250 Million MAD, 60 people, 7 trade distributors, 8 categories, +250 SKUs.
• +15% revenue growth, +5% market share, + 5% profit growth,
• 3 new ranges launches success: Toothpaste, toothbrush and shampoo.
• Full Operational expenditure management: 15 Million MAD Budget.
 Regional distributors’ implementation & management: Selection, Contracting, Profit & Loss, Deal depth and commercial terms management.
 Traditional and Indirect trade sales management by channel of trade countrywide (Morocco): wholesale, Retail, alternative. Channels.
 Owner of 5 P Strategy, Budgeting, Planning and execution: Trade/Customer marketing (in full collaboration with Marketing, Regional strategy Managers).
 Modern trade customer collaboration projects leader: auto replenishment, Shelf Out of stocks wars, deal depth, Logistics synchronization and field support to Modern account sales team & merchandising team.
 Colgate Continuous Business Planning (CBP) Local Champion.
 Distribution facility enhancement, Logistics network optimization, delivery fleet management, Order to Cash process management.
 Interacts with global and local supply chain to ensure service level achievement & increase customer satisfaction.

GLAXOSMITHKLINE; Pharmacy Industry/FMGC, +200 Millions MAD, + 120 people.
SUPPLY CHAIN / BUSINESS SUPPORT MANAGER : 4 people, 3 categories, + 20 SKUs.
 30 Million MAD supply Co manufacturing management,
 +5% revenue growth, 97% service level, 88% Forecast accuracy.
 Managing 12 Million USD Raw and packaging material flow,
 -8% in total operational cost optimization,
 Market demand Management, Business Support, Regional GSK project leader

CUSTOMER SERVICE & LOGISTICS MANAGER @ KRAFT FOODS • Food / FMGC

+12% revenue growth, -5% in total Customer service chain cost, Trade & Distribution Business Support, Regional Export
Markets Management


- Export Buying Groups, Local trade distributors, Key accounts & Away from Home, modern trade (Team of 10 people)

- Inventory deployment;


- Order to cash process management.


- Transport management/delivery and reverse logistics management.


- Customer service for all channels of trade and export customers (Algeria; Tunisia, Libya, Egypt, Lebanon, Senegal, South Africa, Bulgaria, Czech Republic)


- Customer Master Data management.


- Vendor managed inventory;


- Total quality Management: Member of ISO 9001 and 14001 steering committee.

ACCOUNT AUDITOR @ KPMG • Audit and Finance & Tax consulting / Leading industry and services companies account controls


- Auditing of financial statements: Maersk Logistics, Mainetti, Ciments du Maroc, Mondial assistance…


- Appraising internal controls: Mondial assistance, Mainetti.


- Issuing completion memorandums: Maersk Logistics, Ciments du Maroc, and Mainetti.


- Issuing of a consulting report on behalf of ANRT: Best telecom operators interconnections practices benchmarking from UK, South Africa, France and Belgium.


- Annual Inventory tacking of Longometal.