Boutros Al-Aya

▪ Owner of E-Commerce channel business, budget, and operations (Pure Play, Bricks &
Clicks, On-Demand, Direct to Consumer)
▪ Managing Key Accounts and E-retailers for both direct and distributor business
models, setting objectives, sales and marketing plans, inventory targets and P&L
▪ Building and deploying yearly masterplan with retailers; leading its execution for both
direct and distributors
▪ Improving customer experience through analysis, presence optimization to drive
traffic, conversion, and retention rate
▪ Driving business decision through data analysis and visualization (PowerBI…)
▪ Volume responsibility for sales, forecast and stock in collaboration with supply chain
▪ Managing campaigns to deliver higher Traffic, conversion and ROAS while lowering
CPC
▪ Driving growth, visibility and sell-out through organic & paid SEO & SEM Management
▪ Close collaboration with Digital transformation, marketing and trade to steer, media
campaigns (social and marketing), content marketing and customer engagement
strategies
▪ Training and enabling brand and sales teams on E-Commerce (direct and distributors)
▪ JBP negotiations, asset monetization, ensuring brand SOV
▪ Acquired tech solutions for digital assets, content and performance management to
audit Availability, Presence, Activation, Promotion and benchmark competition.
▪ Put in place a new audit, benchmark and execution assessment structure for
operations and merchandising teams leading to 95% fill rate and 85% content score
▪ Achieving leadership position with top retailers in assigned territory (GCC, Jordan,
Egypt)
▪ Operation excellence, Vendor Flex (UAE, Egypt and KSA), JIT Delivery, Pallet Ordering.
▪ Built, launched, and managed Direct to Consumer platform (local and global)
▪ Identifying, contracting and integrating with LSPs (Aramex, DHL..), PSP (Stripe,
Payfort…) and fulfilment centers
▪ Lead development of in-house fulfilment center including WMS, pick & pack, order
processing, LSP management and customer service.

JCDecaux is the global #1 in outdoor advertising across 3 areas - street furniture, transport advertising and billboard advertising

Responsibilities
 Manage the sales department covering the territory of Riyadh and Dammam formulating and implementing strategic plans to deliver annual budgeted sales revenue of SAR 50 million.
 Consult the clients on defining and documenting marketing objectives and business goals. Perform marketing analysis, analyze target audiences and identify key competitors to adive on Go-To market strategies.
 Lead the sales and commercial teams comprising of managers, executives and supervisors ensuring efficient planning and execution of day-to-day operations
 Manage airport advertising concessions in KSA and participate in deployment of new business opportunities.
 Serve as the single point of contact representing JCDecaux in dealings with GACA and RAC and drive growth in the airport advertising line of business.
 Formulate, implement, and update sales strategies to create a sustainable revenue stream delivering business goals and objectives.
 Manage international media buying agencies and service MBUs ensuring leveraging of an optimum and cost effective media mix.
 Liaised with key accounts and facilitated delivery of marketing communication solutions as per their budgets and agendas.
 Conduct periodic business reviews to analyze performance against plans and budges, identify variances, and implement improvement plans.

Highlights
 Renegotiated and restructured contracts and associated rebates and increased revenue by 6%.
 Delivered sales growth over the budget targets - 10% in 2017 and 16% in 2018
 Acquired long term contracts from key accounts including American Express and Saudi Aramco.
 Led all technical and commercial aspects related to negotiation, planning and implementation of a turnkey project for providing Huawei charging stations across 4 international airports in KSA

AlQahtani Beverages is the PepsiCo franchisee for Southern Saudi Arabia

Responsibilities
As Unit Sales Manager
 Provided comprehensive inputs to manage the P&L of the territory covering staffing, projects, logistics (imports/exports), NWSPs, and new product launches for an annual business of about 5 million raw cases of PepsiCo SKUs and for conceiving the Annual Operating Plans (AOP).
 Supervised and mentored a team comprising of managers, executives and supervisors and front-liners ensuring achievement of all business KPI results.
 Developed and implemented the go-to-market (GTM) module from manual journey planning to an advanced system involving capture of trade GPS census, locking customer coordinates to digital maps and enabling geo-fencing via ROADNET software.

AlQahtani Beverages, Abha, KSA
AlQahtani Beverages is the PepsiCo franchisee for Southern Saudi Arabia

As Territory Development Manager
 Implemented image capturing and processing in GTM which improved execution with incremental VPO and increased market share.
 Executed sales and marketing plans, enforced store operation and merchandizing standards and structured pricing for lower trade leading to higher shelf off-take.
 Conducted competitor analysis, evaluated market trends and accordingly framed and implemented promotions as well as proposed alternate promotions.

Highlights
 Upgraded the GTM process and increased market share in the designated area from 86% to 90% across channels.
 Decreased share of wholesale from 55% to 30% by improving the distribution process.
 Coordinated establishment of 300+ model stores resulting in annual incremental off-take of 150K raw cases.
 Listed Aquafina water in the HORECA segment and increased market share to 9%.
 Implemented merchandizing process and improved cooler integrity from 67% to 80%

Nitecrest Ltd is a global leader specializing in gift, payment, loyalty and phone cards supplying paper, board cards, plastic cards and FinTech solutions.
Joined the company as Regional Sales Manager - MENA in June 2008, promoted to International Business Development Manager - MEA in June 2010 and re-designated International Business Development Manager - MEA & CIS in January 2013

Responsibilities
 Developed and implemented marketing strategies to drive sales, revenue, market share of the company’s portfolio in the designated territory.
 Led initiatives to identify, validate and follow through business opportunities to introduce new products like calling cards, SIM cards, gift cards and loyalty cards in the market.
 Acquired and managed key accounts especially in the telecom sector including Orange Group Africa, Ooredoo/QTEL, Etisalat, Zain and TeliaSonera groups.
 Accounted for the leading the supply chain and logistics activities ensuring optimum inventories in the market and achievement of cost saving targets.

Highlights
 Achieved CAGR of 20% in MEA and CIS markets across the complete employment duration.
 Acquired new clients and reinforced existing relationships and delivered 36% growth in 2012 and improved value of Orange Group portfolio by 23%.
 As Regional Sales Manager - MENA, re-acquired business of Zain group by capturing 2 of the biggest operations of the group in the Middle East. Increased value of MTN portfolio by 12%.

Early Work Experience
 Tenant Administrator (December 2006 - May 2008)/Cashier (August 2004 - November 2006), ABC, Ashrafieh, Lebanon.