أحمد قستي

Responsible for building and implementing the sales transformation strategic agenda in Go-to-market (GTM), sales capability development and business intelligence innovations, across the Middle-Eastern and North African markets: Saudi Arabia, United Arab Emirates, Qatar, Kuwait, Oman, Egypt.

Leading a global cross-functional task force to launch a new digital “live” sales dashboard “Tableau”, in order to increase efficiency and accuracy in generating reports (sales, stocks, distribution, coverage, finance, logistics, etc.), thru integrating Tableau with SAP, aiming to fully automate our business intelligence and flow of information throughout the organization, while reducing the daily average mouse clicks of thousands to zero.

Leading the designing, developing and executing the first corporate university in BRF across the globe, initiated in MENA, with the objective of creating a sustainable pool of “internal” sales force talents, using world-class material, an innovative snowball training methodology with tools for the sales daily processes.

Working closely with the Global Business Development Director in BRF, to transform the sales operations in our newly established JV in Singapore (SATS BRF), thru redefining the sales organization structure, sales processes, new C&B scheme, establish the sales excellence department, launch a new tell-selling GTM model as well as implementing several best practices from MENA.

Responsible for training and developing the entire commercial team in MENA, training more than (500) employees from our entire sales force, sales managers, merchandizers and trade marketing personnel in MENA, with the required business knowledge, technical and soft skills, to build an advantaged edge on our competitors.

Co-designed the sales excellence department regional structure, working hand in-hand with MENA GM, Commercial Director, HR Director in alignment with all markets leaders.

Managing the national sales operations of the poultry business, ensuring all complex transactions are processed, while working as a link between all functions, sales department, finance and logistics.

Succeeded to transform the sales operations of Saudi Arabia in GTM, Sales Capability and Business Intelligence, to be the 2nd most advanced market globally (after Brazil) in less than one year.

Revamped the GTM strategy of Saudi Arabia, thru cleaning-up our master customers’ database, ensuring proper channel segmentation and customer allocation took place, supported with a new and optimal sales routs (using Road Net), resulting in reducing the actual sales head count, while dramatically increasing the sales force productivity (completed and successful calls, strike rate and coverage).

Worked closely with the Saudi channel managers to open more than 1, 000 new customers, generating incremental sales while maintaining the current active customers, with no additional head counts.

Launched new handheld devices for the sales force, while introducing a set of new route KPIs into the system (strike rate, completion rate etc.), with a full sales process across the nation.

Launched an innovative Merchandizing Automation application (Trade Force), enabling the trade marketing team to view and collect live-feeding data from the market, rearranged the merchandizers routing with geocoding tracking, and automating all their daily work, transforming their work to be paperless.

Launched a new advantaged sales compensation and benefits scheme (C&B), transferring the classic scheme of volume and collection, into a four-pillar scheme which includes volume by category, distribution, opening new accounts, completed calls and strike rate, tailor-made by channel, across wholesale, traditional trade, food service and organized trade.

Managed to implement a new daily sales tracking boards across the nation’s sales offices, enabling every sales manager, supervisor and salesman, to properly plan their daily sales objectives, review their month-to-date performance versus targets by category.

Leading the sales capability development projects for PepsiCo bottling partners in Saudi Arabia, United Arab Emirates, Kuwait, Qatar, Bahrain and Yemen, in planning, developing & implementing strategic and tactical programs, executing of PepsiCo best practices, enabling the total operating system to effectively execute in the field.

Managing the progression and development of PepsiCo’s sales processes and sales training programs, to ensure all front liners are equipped with advantaged selling skills across all sales channels, modern and traditional trade wholesales and food service.

Monitor and calibrate field implementation, sustainability, standardization of PepsiCo’s processes with monthly auditing and scorecard scheme across all markets.

Lead the design, development and deploy of “Pepsi Academy”, a world class programs launched in Saudi Arabian bottling partners, aiming to increase the nationalization rates, thru developing a sustainable pipe-line of young talents.

Working closely with world class training companies and consultants, to bring the best and most advanced sales
training material, processes and training programs to PepsiCo’s bottling partners.

Led the design and launch of an innovative training methodology in the form of a sales simulation workshop
(Gamification), a first of its kind in PepsiCo AMEA, to further support the bottling operations in effectively
developing their sales force teams with a new way of trainings.

A certified trainer, with a good track record of delivering numerous training courses and workshops to sales teams
and sales managers in Saudi Arabia, UAE, Qatar, Kuwait. Training more than 100 employees within PepsiCo system.

Responsible for managing Saudi Western & Southern regions franchisees in terms of total Liquid Refreshment Beverage (LRB) volume and value sales, challenging market share targets, New Product launches, executing of marketing campaigns, Sales Capability development agenda, advantaged GTM & Supply Chain, to ensure delivering annual targeted growth and strategic regional plans across PepsiCo’s growing portfolio (covering Carbonated Soft Drinks, Non-carbonated, Purified Bottled Water, and Energy Drinks).

Responsible for allocating funding strategies to support franchise commercial priorities to drive PepsiCo’s strong LRB business, and building long-term muscular brands across the region, as well as responsible for managing the sales and marketing annual budget, and securing the bottler’s full year spending.

Successfully developed & launched several tailored trade program aiming to increase sales volume, and achieve targeted value & market share, which became a benchmark for such practice within the region.

Analyzing and leveraging data and insights on customers, consumers, shoppers, and competitors to develop, jointly, with the bottlers, a winning proposition, trade & consumers offers and sound commercial plans.

Leveraging PepsiCo’s global best practices, franchisee and trade economics to impact sales, share and revenue in our respective markets

Worked jointly with bottler’s in planning and implementing PepsiCo’s trade model store concept and programs, resulting in the creation national trade and loyalty programs with excellent ROI and market share gains.

Summarizes findings and recommendations and prepares Credit Files for management approval.
Technical writing and communication skills and particularly in preparing quality reports and financial sheets.
Obtains financial, technical, marketing, management and other information from prospective clients.
Coordinates with other Departments and Business Lines of the Bank (Forex and Treasury, Bills, etc.) in selling the Bank’s products.

Certified to operate in Tadawul System from the Saudi Institute of Banking.
Selling & marketing local & international brokerage services and mutual funds.
Responsible of handling cash in & cash out reports, marketing reports, regional presentations.

Responsible for supporting upper management in the development of Saudi Airlines PR national & international programs, and represented the company in France, Brazil & UAE.
Assisted in writing monthly articles in SV World Magazine; the company’s internal magazine.
IT specialist, including launching & updating all IT systems, PR website, software & hardware in the department.