Bassim Khan

• Led the development and expansion of multiple Shell NFR brands, including Shell Service
Center, Car Wash & Car Care, driving new revenue opportunities.
• Designed and executed high-impact forecourt campaigns, driving a 15% increase in
customer engagement.
• Created cross-business synergies, enhancing revenue potential across Convenience Store,
Shell Café, and fuel services.
• Designed a compelling brand communication strategy, ensuring engaging and consistent
customer experience.

• Revitalized a diverse product portfolio including NFR services, batteries, tires, eco-wash,
and periodic maintenance.
• Unlocked new revenue streams, generating additional profits through strategic
partnerships and innovative campaigns.
• Increased market penetration by 15% by launching innovative customer-centric service
offers.
• Generation of new income streams by introduction and implementation of pickup drop-off
model (PUDO) services, leasing out station screens to 3rd party for rentals, revenue
generation from scrap management.

Reporting to the DGM Business Development, I lead the retail business of company-owned oil change and service centers for commercial and passenger vehicles throughout the Kingdom. I am fully accountable for the P&L of 18 stores with a top line of ~1.8 M Riyals, managing 70 staff, with an ambitious plan to grow up to 50+ stores by 2022. I have successfully turned around the Diesel trade business of merely a few thousand to 2M annual net profit turnover business segment.

Achievements:
• Planned and developed the station network from four to 18 throughout the Kingdom of Saudi Arabia, serving a wide range of customers.
• Turned the business profitable at the operating level within 5 months of taking over for the first time in 2015.
• Grew average store sales through SKU availability, range management, staff training, and incentive design
• Optimized layouts of stores reducing depreciation, rentals, and improved sales.
• Improved ~15% gross margin by NPIs such as Bulk oil, Diesel & Oil treatment services, AC and truck wash services, etc.
• Declared Best Business Development Manager for three consecutive year’s i.e. 2015, 2016 & 2017, and outstanding performer award for the year 2018.

Responsibilities:
- Responsible for setting clear goals and objectives for 18 Diesel Express stations across KSA.
- Responsible for the network growth and development, implementation, monitoring, and review of after-sales business and derive strategy that maximizes profit.
- Complete P&L and budget management for the business.

- Ensure effective supervision services by the field force to produce the desired style of tobaccos through registered farmers.
- Ensure purchase of target leaf volumes at a planned grade mix, quality and price.
- Ensure proper handling of Green Leaf stock with proper accountability to preserve the quality.
- Monitor and analyze competition activities in the area to develop & implement effective strategy for leaf buying.
- Maintain EHS standards of the company in the depot premises and area.
- Drive motivation & development of field staff and the Stakeholder (Particularly farmers) enabling them to deliver the stretching targets and meet future challenges of the company.

- Responsible for providing unique food and beverage solutions for out-of-home/food services establishments.
- Channel development, growth and consolidation in Business & Industries, HoReCa, and HELT segments.
- Complete Primary and Secondary business operations, market and distribution Share, segment & category growth, distributor best practice, complete sales and channel management.
- Key accounts handling and management.
- Ensure achievements of targets in prospective area and channel.
- Ensure Nestle product-range availability to the corporate customers and ensuring timely and effective supply of Nestlé products to the customers.
- Raising Product Awareness and Customer Relationship.
- Propose promotional activities & establish the brands in channels.
- Coach, motivate and develop distributor and Nestle direct sales force.

- Preparation and Achievement of targets set for Petrol, Diesel, Lubes and all measurable Key Performance Indicators communicated by the management.
- Visit each dealer in the assigned territory on a regular basis, collect information about the business activity from the dealer and obtain sales figures, and ensure proper representation of PSO in the assigned territory.
- Promptly resolve all legitimate queries and issues of the dealers in the assigned territory.
- Ensure that the dealer and his staff his actively participating in ongoing promotional campaigns and is also aware of its objectives.
- Verify that fuel measures are delivering the right measure, the product is not adulterated and the dealer is providing an efficient service to customers.
- Ensure the company standards and operating procedures at the forecourt.
- Identify locations for new development and propose closure of non-performing retail outlets under retail rationalization program.

- Research & Monitoring, Industry/Competitors.
- Post evaluations of the client’s (Telenor) & competition’s campaigns.
- Preparation & communication of media strategy to buying and planning teams based on industry performance.
- Major Reporting included; Media Update, Business Intelligence Reports, Monthly Post Buys Analysis.