Badr Soukarie

 Responsible for developing, executing and evaluating the company’s overall commercial & marketing strategy for the G.C.C region with full P&L responsibility.
 Grew the business from a turnover of $2 million in 2014 to a current turnover of $8 million.
 Lead and manage the delivery of the company’s financial and volume targets for the fiscal year and manage the long-term planning process.
 Leading the set-up of the U.A.E based local co-packing partnership program which will supply product to the MENAT region as of 2020.
 Championed & lead the company’s geographical market expansion into Turkey & Pakistan.
 Develop, build and sustain strategic relationships with governmental stakeholders & health officials to grow cranberry health awareness across the G.C.C.
 Lead the screening and appointment of distributors across the region for retail and HORECA, currently working with 13 distributors across the region.
 Responsible for developing the individual country business plans by channel with the respective country distributor general managers.
 Direct management of customer relationship activities and RTM development for Saudi Arabia and the U.A.E.
 Directly manage Saudi Arabian key accounts team. (Total of 2 reports in Saudi Arabia)

 Lead and managed the full UAE operations including license set-up, product development and sales and distribution with full P&L responsibility.
 Established the operational division of the Exeed-Vivartia joint venture, a project focused on frozen food and dairy product manufacturing.
 Set up the U.A.E national sales team (35 direct reports) and developed the local sales structure & route-to-market strategies as well as conducting the relevant market assessment studies.
 Responsible for designing & negotiating all Key account agreements across all trade channels.
 Established the company’s export division including negotiating the price structures & distribution agreements with international distributors.
 Developed the sales policy & trading procedure for the local U.A.E market and the export division.
 Responsible for trade marketing team and leading the annual budget negotiation process.

 Business manager of the Dairy & Coffee units, with full P&L responsibility.
 Grew the business from a turnover of $450k to over $6 million in 3 years.
 Responsible for setting and meeting the sales and profit targets for both the modern trade channel, the traditional trade channel & food service channel.
 Responsible for aligning the OGSM framework model with the director and sales managers.
 Manage the distributor operation for dairy and coffee products, with direct distribution to a network of 600+ points of sale across Lebanon.
 Responsible for development of the annual/monthly rolling plans for key customers and for working with the sales team to deploy these through the right channels.
 Established an out of home coffee distribution unit focused on providing coffee and coffee related supplies to the 500+ street coffee vendors across Lebanon. Worked on understanding the vendor’s needs, through first hand interaction, and pinpointing existing brands weaknesses in satisfaction delivery to eliminate gaps.
 Responsible for channel assessment & prioritization based on their profitability and potential to grow.

 Served as the strategic link between the sales and marketing departments, facilitating all communication, planning, budgeting and execution of activities for the market leading to an increase in sales from $55 million to $181 million in a period of three years.
 Initiated & developed annual trade & shopper plans as per the strategy & guidelines set by the group.
 Responsible for category and channel management of the complete Nestle confectionary portfolio for key accounts, modern trade and direct distribution channels in the G.C.C and Levant regions.
 Responsible for alignment of the OSGM framework for all countries in the G.C.C and Levant regions.
 Responsible for aligning with country managers on monthly sales targets, forecast and country KPI’s.
 Directly manage the country based sales development managers for each of the G.C.C and Levant countries. (Total of 4 managerial level direct reports)
 Developed the sales entry strategies for the Nestle confectionary launch for Egypt 2009-2010.
 Responsible for setting the regional sales development strategies for the region and reviewing all tactical activities with the county based managers.
 Responsible for negotiating and securing the countries trade budgets with the head of confectionary and aligning with the brand managers on the annual activity calendar.

 Lead the category and channel management of the Maggi and Nescafe bands for key accounts, modern trade and direct distribution channels in the U.A.E.
 Grew the total coffee & meals business in the U.A.E from $15 million to $25 million in 2 years.
 Management of all trade marketing activities for the Nescafe and Maggi brands in the United Arab Emirates.
 Managed distributor activities and trade spending on Maggi and Nescafe brands.
 Responsible for range expansion and development of the Maggi range in the U.A.E.
 Responsible for planning, implementing and tracking the annual brand operating budgets for the U.A.E.
 Establishment of brand building projects such as account category management exercises, Maggi cooking/sampling corner, and Nescafe in-store coffee shops.

 Managed the research & acquisition of new agencies looking to enter the U.A.E market which included marketing plan development, pricing strategy development & 3-year growth mapping.
 Managed the launch of ConAgra Foods, Almondy cakes, Castania, Bertolli olive oil & Walkers biscuits in the U.A.E market.
 Managed the distributor marketing budgets of ConAgra Foods and Wella Cosmetics for the U.A.E