أحمد رشدي

The Company is a world-leading agri-business committed to sustainable agriculture through innovative research and technology.

Joined the company as Product Manager, charted an impressive growth curve through exceptional performance to the current position.

Designation Chronology:
• Sept '07 - Jan '11: Area Product Business Manager
• May '98 - Sept '07: Product Manager

Highlights:
Achieved certificate of recognition for establishing a new market in Kenya on the year 2010.
• Received a certificate from GLOBALGAP for passing the examination with 80% in the year 2008.
• Handled new initiative called "Egyptian Desert: An additional source of life" in the year 2007 for which received a certificate of recognition.

Key Responsibilities as Area Product Business Manager (Sept '07 - Jan '11):
• Established business by penetrating the market, targeted potential clients, developed account strategies, negotiated and sealed revenue-generating relationships with leading prospects for enhancing profits and market share growth for the assigned products/areas.
• Developed an integrated range of marketing concepts to extend core communication strategies across all elements of sales, advertising, marketing research, distribution, brand development and promotional platforms for supporting the activities of the sales.
• Organized/executed programs for all phases of the life cycle of the designated products to determine the scope and structure, whilst maintaining customer satisfaction.
• Supported strategic business plans by conducting/analyzing and passing the information on market trends, competitive positions and consumption demands to the other staff members and managed and executed the same with the scope of 5 - 10 years.
• Conducted a detailed study to analyze standard deviations from market standard prices and customer segmentation and accordingly implemented pricing policy for the assigned product group in the EAME region.

Key Responsibilities as Area Product Business Manager (Sept '07 - Jan '11):
• Oversaw and implemented operational plans in regards to the designated product, including production, logistics, product development and sales in realization of set objectives and targets in the EMEA region.
• Served as central point of communication between the various departments as well as coordinated with other departments and carried out cross functional team work comprising executives from R&D, manufacturing and sales to execute the plans successfully.
• Led the monthly forecasting process for the region controls and product business across all channels.
• Assisted and consulted the sales management and supply chain management for taking critical decision on allocation of products.
• Analyzed sales, prepared periodic reports and submitted the same to upper management for influencing key business decisions.
• Conducted trainings for the local product managers and area product manager of the assigned crops/segments to induce a highly motivated workforce in the organization.

Key Projects Handled:
• Designed and developed strategic business planning for the establishment of the company in Sudan which included market study, identifying key competitors and highlighting the opportunities
• Setting up of new markets in Kenya which included market study, business planning and launching of the new products.

Key Responsibilities as Product Manager (May '98 - Sept '07):
• Conceptualized, developed and delivered strategic crop marketing plans for conveying maximize impact of product launches as well as to support the sales of the product and to drive sales and market share of the vegetable in the assigned region, whilst ensuring alignment with the region crop strategy.
• Identified primary thrust areas of business based on market research and competitor analysis.
• Supported the development of new products and implementation plans to refine products, thus ensuring that products and services are developed with competitive advantages in mind.
• Conducted monthly reviews of key metrics (revenue, contribution margin, forecast accuracy, etc.) and developed appropriate business plans to ensure that revenue goals are met.
• Conducted product evaluation, analyzed market trends/competitors’ products on features/price to create/implement market activity to capitalize on the trends.
• Responsible for the entire registration work of the new product and ensured all the activities are completed within the given time limit.
• Assisted the senior management in the preparations of strategies and delivered value propositions for assigned products in compliance with the company policies and procedures.
• Contrived marketing campaigns, promotions and functional releases, formulated strategic marketing objectives and creative ideas to maximize output.
• Mentored the field staff by providing information on company products, market trends as well as provided technical leadership to enhance the product expertise within the crop unit teams.

Key Projects Handled:
• Food Chain Project: Designed/developed a project which was launched in the year 2000 and was implemented four years.
• Registration of specific products in the Local National List: Led the entire lifecycle for the registration of the company products with the National Authorities including the Ministry of Agriculture.

Key Responsibilities:
• Spearheaded strategic planning throughout the organization and implemented a suitable marketing strategy for achieving business plan objectives.
• Coordinated and handled all the operations pertaining to the volunteers’ visits including logistics, schedules and travel plans.
• Generated annual assignment calendar of the volunteers for ensuring effectiveness and most appropriate timing of assignment as well as for providing assignment follow-up and sharing resources.
• Drafted effective summary of Egyptian Agriculture Sector and Crop Information for the recruitment of the volunteers in the organization when necessary.
• Regularly kept in touch and communicated with headquarters of VOCA and Africa region to ensure smooth flow of the project activities.
• Tracked progress of the volunteers through assignments as well as followed up on the same while simultaneously complied with the established quality standards.
Prepared necessary reports and submitted the same to the senior management for taking further corrective measures.

Key Projects Handled:
• Handled 3 projects for establishing 3 field units for sheep and goat, beekeeping and aqua culture. Prepared concept paper, equipments specification list and carried out shipping and installation of equipments as well as provided training to the end users.
• Composed, assembled and produced practical field manuals for 6 commodities including the problems that can occur as well as solutions for the same.
• Actively participated in organizing activities for the FTF Program.

Key Responsibilities:
• Educated and increased the knowledge relating to the latest horticultural innovations, simplified access to such information to generate a harvest in terms of quality and quantity.
• Encouraged farmers to participate in Innovator Farmer Groups projects in keeping with project selection and compliance.
• Consulted each member of the IFG on analyzing, ascertaining problems and improving the horticultural production system.
• Scrutinized key performance indicators (KPI’s) by collecting base-line data, examined and suggested technical and marketing options for resolving the problems identified and realized key opportunities for each IFG and ensured the work carried out is in compliance with the quality set.
• Conducted small scale and low risk experiments, provided technical support for following up on the issues identified as well as organized training and extension programs during the entire phases including land preparation, cultivation and harvesting.
• Served as a mediator between IFG’s and other groups through field visits and cross visits to know the outcome of the experiments conducted.
• Actively participated in the evaluation of post- experiment results and retained a detailed database for each season with the outcome.
• Drafted necessary information including project progress reports, budget versus expenses analysis and other special reports and submitted the same to the seniors for taking further corrective actions.

Key Projects Handled:
• Proposed and purchased irrigation system for Guhaina Horticulture Demonstration Farm in Sohag Governorate in cooperation with Center for Development Services (CDs).

Previous Professional Experiences:
• Dec. 1991 - Dec.1992: Consultant (Part Time), Commercial Tissue Culture Lab

• Dec '86 - Aug '91: Tissue Culture Research Assistant, The American University in Cairo AUC, Desert Development Center DDC.

• Dec '85 - Nov '86: Quality Control Engineer, SHIMTO Co.