Anas Amirah

▸ Career Growth: Marketing Manager (2011-2014) → Marketing & Business Development Manager (2015-2017) → Commercial Director (2018-Present)
Lead all commercial functions — marketing, sales, business development, corporate strategy & planning — across wholesale and e-commerce channels in a multi-category trading environment. Drive commercial performance through integrated sales and purchase planning, pricing strategy, and margin management, working in close alignment with the finance function.
▪ Revenue Growth: Delivered 70%+ cumulative sales growth over 15 years through strategic go-to-market redesign, high-potential product line introduction, and emerging market targeting.
▪ Market Share: Doubled company market share via horizontal (new customer acquisition) and vertical (upsell/cross-sell programmes linked to rebates and commissions) growth strategies.
▪ Corporate Planning: Led annual and long-term corporate planning cycles — translating market intelligence into strategic roadmaps, investment priorities, and organisational alignment frameworks.
▪ Commercial Planning & Budgeting: Designed integrated sales budgets and purchase plans across all channels and pricing tiers — maintaining inventory below 90 days to maximise stock turnover and support cash flow, working in alignment with the finance function.
▪ Margin & Break-Even Optimisation: Controlled and maximised gross profit margins across product categories and sales channels using profit multiplier analysis (profit contribution vs. sales contribution ratio) — identifying high-yield opportunities to grow revenue and reduce the company's break-even point simultaneously.
▪ KPI & Performance Reviews: Linked all commercial targets — sales, margins, inventory turnover, and channel performance — to periodically reviewed KPIs, enabling data-driven decisions and early identification of risk and opportunity.
▪ Inventory & Cash Flow: Designed a 6-month product lifecycle framework with three enforcement mechanisms: automated reorder blocks at demand decline, tiered clearance pricing based on remaining stock, and mandatory clearance quotas tied to commission eligibility.
▪ Profitability: Improved gross profit margins through dynamic pricing models and performance-linked KPIs designed to shape and incentivise sales behaviour.
▪ Digital Channel: Founded and scaled company's first e-commerce store, creating a new high-growth revenue stream alongside the core wholesale business.
▪ B2B Loyalty: Designed incentive programmes that transformed customer buying behaviour — increasing repeat purchasing, cross-category buying, and long-term retention.

Gained hands-on FMCG experience in a leading consumer goods group across
multi-category product lines.
• Designed marketing programmes, competitive pricing models, and trade channel
strategies across multiple FMCG categories.
• Applied consumer behaviour analysis and competitor intelligence to identify and
capture market opportunities.
• Collaborated cross-functionally to maximise profitability, reduce returns, and
improve distributor and retailer retention.

• Led international marketing and sales operations, achieving targets through
market-specific go-to-market plans.
• Secured new international distribution agents, broadening geographic reach and
increasing export revenue.
• Drove expansion into new territories through strategic partnerships with global
distribution agents.