Vice President
Edita Food Industries
مجموع سنوات الخبرة :30 years, 0 أشهر
Vice President Sales & International Business.
Local and Regional role across MENA & GCC.
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Responsibilities:
• Strategic and operational control of the P&L Locally per branch, product and per country.
• Manage a nationwide distribution network and Distributors across the Region. (+1100 sales FTEs).
• Manage Sales Planning in conjunction with Supply Chain to ensure availability of stocks with a minimum deviation from forecast (56 SKUs, 4 Plants, 25 Production Lines)
• Develop & lead the implementation of the business & marketing plans across brands and regions.
• Handle and develop Regional expansion production plants outside Egypt.
Achievements:
• Kept the company’s position as market leader in the Egyptian cakes market with +65% market Share, 70% numeric and +80% weighted distribution.
• Introduced the Hand Held system on line fully integrated with SAP along with the Business intelligence unit.
• Management team member that drafted the prospectus and launched our IPO.
Hero (November 2002 - October 2005)
Swiss producer of Jams, Juices and Baby Food, selling out of Switzerland, Germany, Spain, Netherlands, Turkey and Egypt. (www.hero.ch)
International Business Development and Export Director
Progressed from Business Development Manager for Africa to the International Business Director in August 2003.
Responsibilities:
• Identify potential distributors and opportunities for the company’s Categories and brands.
• Develop business plans per country, category and brand in light of distribution, positioning, value chains and marketing plans.
• Ensuring alignment across the region in terms of pricing and brand positioning.
• P&L responsibility per country along with M&A opportunities. Achieving both Top and Bottom lines across countries within the region.
• Management Team member that Acquired a local Company “Vitrac” (Juice & Jams producer)
Achievements:
• Established new markets Libya, Algeria, Sudan, Ethiopia, Kenya, Tunisia, Morocco, Mauritius and Palestine.
• Grew the Japanese business by 72% annually via introducing new flavors, price points and packaging.
Heineken -Al Ahram Beverages (Oct 2000 - March 2002)
Local Production of wines and spirits along with non alcoholic beverages. (www.alahrambeverages.com)
National Sales and Distribution Director
Responsibilities:
• Develop the existing distributors throughout training to optimize their efficiency.
• Set the HORECA platform for direct sales.
• Provide all necessary marketing inputs and support to the Distributors.
• Establish the trade marketing department to support sales activities.
Achievements:
• Successfully launched new products along with new packaging covering different segments of the business.
• Managed to decrease credit sales by 30%.
• Designed a new incentive program to the waiters in the HORECA’s platform to promote sales (cork promotion).
Mansour Group (March 1996 - August1999)
One of the biggest conglomerates in Egypt: Tobacco- Philip Morris sole Agent, Food- Kraft, Automotive - Chevrolet and others. (www.mansourgroup.com)
Marketing & Sourcing General Manager- Food Division
Responsibilities:
• Strengthening the company’s portfolio in addition to sourcing of new products by conducting market research and feasibility studies.
• Responsible of the buying process starting from the establishment of the value chain, pricing, margins all the way to re-ordering.
• Minimizing the capital employed in stocks.
• Achievement of consolidated P&L per product.
Achievements:
• Switched the canned Tuna business (Sunshine) from a commodity into a branded profitable business capitalizing on that for product line extensions. Today Sunshine Tuna is the market leader in Egypt & Libya.
• Restructured the organization by tailoring sales functions to meet the different needs for different sales channels.
Develop regional competitive landscape
Identify potential and opportunities for the company’s Categories and brands
Identify potential partners per brand and country and set selection criteria
Develop business plans per country, category and brand in light of distribution, positioning, value chains and marketing support
Ensuring alignment across the region in terms of pricing and brand positioning
P&L responsibility per country.
Management team member
Achievements:
Built new markets Libya, Algeria, Sudan, Ethiopia, Kenya, Tunisia, Morocco, Mauritius and Palestine establishing a distribution network for each brand (Hero & Vitrac)
Annual growth of 60% for two consecutive years.
Grew our Japanese business by 72% annually by introducing new flavors, price points and packages
Promoted to B. Development and Export Director in August 2003 from Africa B. Development manager - Africa.
Managed our nationwide distribution network throughout five branches.
Set a new incentive scheme to the sales force.
Submitted 2003 Budget in light with the company’s five years plan.
Developed the company’s manual for sales policies and procedures.
Develop the existing distributors throughout training and tools to become more efficient
Establish a distribution network National wide
Provide all necessary marketing inputs and support to the Distributors
Monitor and Control their activities.
Achievements:
Set and accomplished the 2001 business plan
Launched new products and packaging for different segments
Set and monitored the credit Policy
Create an infrastructure to build and develop brand equity through individual marketing strategies for each product
Set and monitored the annual targets for the sales departments.
Focus on strengthening our brand portfolio in addition to sourcing of new products by conducting market research, feasibility studies with inherent potential for growth.
Represent Mansour Distribution Company with foreign partners from the initial introductory stage throughout Negotiation stage till final alliance ex: Kay Products UK. Kraft UK. Wild Germany
Manage five regional Sales Managers in distribution and monitor the Out of stocks ten merchandisers and one Advertising Manager
Achievements:
Restructured the organization by tailoring sales functions to meet the different needs for different sales channels in terms of Marketing activities as well as product portfolio
An extra assignment was given to me as Cairo Sales Manager for 1997, which we succeeded to double our sales
Launched and discontinued products by managing the portfolio efficiently
Succeeded to switch the canned Tuna from a commodity product into a branded profitable business.
Appoint new Distributors per country
Focused on building brand awareness
Monitored Sales and orders from the distributors to avoid O.O.S
Achievements:
Successfully launched a new brand trough different distributors.
Conducted Census in the Djiboutian territory.
Opened a new market (Ethiopia).
Conducted a Census survey nationwide through 50 employees.
Achievements:
Started as a management trainee within Finance, Logistics and Sales & Marketing departments.
Successfully finalized with the needed classification the census in all governorates.
Executive Development Program “Finance” – International Executive Education Institution-AUC .2010 Executive Development Program– Kellogg School of Management. Evanston. Illinois Chicago.2009 Certified Director – EIOD and RiskMetrics Group USA and The Egyptian Institute of Directors (EIOD), Egypt - (Certification in co-corporate governance).2008 International Marketing Program - INSEAD. Fontainebleau. France.1998 Strategic Marketing for Directors and senior Managers - Cranfield University UK. Competitive Accounting and analysis. - Cranfield University UK. Marketing Management Course - MCE ( The European Head Quarters of the American association International ) Belgium. Sales and Distribution Management - Philip Morris. Geneva, Switzerland. Marketing Management - LMIDC. Cairo, Egypt Certificat from “ Chambre de Commerce de Paris" Certificate from “ AUC - Cairo” in Business Administration.