Anita Attieh

As the regional sales manager for the MENA region at Bon Cafe - Massimo Zanetti group, I lead and execute strategies to drive market growth across the Middle east and North Africa. My role involves cultivating key customers relationships, expanding our market presence, and achieving ambitious targets.

• Lead regional commercial strategy & execution for the coffee portfolio
across MENA; drive distribution, visibility, availability, and pricing
discipline in MT/TT/E-COM
• Build and steer the distributor network; align JBP, MSL, NPDs, trade terms,
and promo calendars with Key Accounts to secure listings and sustainable
SRSP.
• Orchestrate launches/relaunches (e.g., capsules, pods, instant,
beans/ground), ensuring regulatory & labeling compliance (SFDA-GHAD,
Arabic labeling) and on time activation.
• Run rigorous value chain modeling (CIF/EXW, rebates, A&P, FOC) to
protect margin and hit sell out targets without eroding brand equity.
• Partner with Supply/Finance/Marketing on forecasting, service levels, and
post promo ROI; strengthen S&OP routines to reduce OOS and uplift
velocity.
• Own commercial performance across UAE, KSA, Qatar, Kuwait, Egypt,
Bahrain, Libya, Tunisia, Iraq, Jordan, Morrocco, Algeria and new regions in
the pipeline e.g.: Lebanon, Syria, and Jordan & Palestine.

As a Business Development Manager for a leading distributor of premium consumer brands in the UAE, I am proud to represent brands such as HERSHEYS, LA BALEINE, SEEBERGER, RITTER SPORT, ROYAL DANSK, LATELIER DU MIEL, DARMMES, DIVELLA, MUTTI, SEGAFREDO and more;
• Accountable for generating, implementing, and executing the Business Development Plan, which includes clear objectives, targets, strategies, tactical action plans, responsibilities, accountabilities, and deadlines. Additionally, I collaborate with the Regional Category Team to plan and analyze consumer and trade promotions, identifying cost-saving opportunities and executing central promotions and shopper programs.
• As a representative of the Brand, I deliver presentations to the Commercial team, supporting launches and initiatives, and participate in monthly Demand Planning meetings. To ensure budget compliance, I work closely with the Accounting and Finance groups to discuss proposed budgets.
• Launched new product lines with strong retail and marketing strategy.
• Responsible for local market share monitoring and analysis, driving simplification, SKU optimization, and forecast accuracy.
• Coached team to build client relationships and exceed sales targets.

• Owned the Business Development Plan (targets, tactics, accountabilities,
timelines) for premium FMCG brands (e.g., HERSHEYS, LA BALEINE,
SEEBERGER, RITTER SPORT, ROYAL DANSK, DARMMES, DIVELLA, MUTTI,
SEGAFREDO).
• Planned & analyzed consumer/trade promotions with the regional category
team; executed shopper programs and central promotions; identified cost
savings to improve A&P ROI.
• Led commercial presentations and monthly demand planning; partnered
with Finance on budget compliance and profitability rails.
• Launched new lines with integrated retail & shopper marketing; drove SKU
optimization and improved forecast accuracy.
• Coached cross functional teams to grow customer relationships and
support targets.

Managed high-profile brands, such as Reckitt Benckiser, as a Brand Manager at a leading ambassador, agent, and distributor of internationally renowned brands, My responsibilities included;
• Planned and executed annual sales plans with a budget of over $20 million, presenting them to the GM
• Conducted targeted market visits to increase sales, working closely with market managers and the independent retailer force to optimize shelf space allocation and promotional activities.
• Provided post-mortem feedback in the form of scorecards and KPIs, and monitored and tracked competition activities.
• Managed and monitored customer and consumer marketing investments and initiatives at the regional level to ensure effective brand positioning.
• Tracked prices based on competition benchmarking at the regional level to maintain a competitive edge.

• Managed high profile brand, Reckitt Benckiser across Iraq built and
presented annual sales plans (>USD 20M portfolio scope) to the GM.
• Drove shelf fundamentals (share of space, pricing, promo compliance)
through market visits and scorecards/KPIs, tracked competitive activity to
inform pricing.
• Managed customer & consumer marketing investments at regional level to
ensure effective brand positioning and sell out delivery.

As a key member of the team at a leading luggage and accessories retailer, I was responsible for;
• Achieving the companys sales targets and overseeing day-to-day operations. In this role, I managed showrooms operations and developed retail strategies to drive growth and maximize profitability.
• Responsible for monitoring stock availability, orders, and arrivals. This included developing effective inventory management strategies to minimize stockouts and reduce lead times.
• Expand the companys reach and boost brand awareness, also coordinated activities associated with the organizations participation in trade shows and events. Through my efforts, the company was able to connect with new customers, showcase its products, and build meaningful relationships with industry peers.

• Ran day to day retail operations and sales performance across
showrooms; set inventory policies to reduce stockouts and lead times.
• Coordinated trade shows & events to expand reach, build brand
awareness, and generate new revenue opportunities.

As a key member of the team at a prominent household and furniture sales company, my responsibilities included;
• Managing the recruitment, selection, orientation, and training of employees. I was responsible for ensuring that the company had a skilled and motivated workforce capable of achieving its objectives.
• One of my most significant accomplishments was setting and achieving financial objectives for the company. This involved forecasting market trends, preparing an annual budget, scheduling expenditures, and analyzing variances.
• Responsible for maintaining quality service by ensuring customer satisfaction. This involved analyzing and resolving customer service problems, identifying trends, and striving for continuous system improvements.

• Led recruitment, onboarding, and training; set and achieved financial
objectives (budgeting, forecasting, variance analysis).
• Elevated customer experience, solving service issues and embedding
continuous improvement.
• problems, identifying trends, and striving for continuous system
improvements.

This Company was active in sales of household and home textiles my responsibilities included;
• Working with other managers to plan and direct the work of the organization, with the organizations of different departments to gain perspective, including marketing, sales, customer services, purchasing, merchandising, and personnel department
• Using company reports to analyze sales, gross profit and inventory activity
• Reporting market activity to management by monitoring and analyzing competitive price lists and products
• Working with and through management to develop and implement actions that protect company assets and profitability.

• Rotational leadership across marketing, sales, purchasing, merchandising,
customer service, HR.
• Analyzed sales/GP/inventory; monitored competitive pricing and supported
actions that protected profitability.