Head of Imports
BinDawood Holding
Total years of experience :29 years, 1 Months
• Heading a commercial team of 6 category managers’, 1 supply chain head & 2 area supervisors’. Accountable of an imported portfolio of 3, 000 skus’ with a turnover of over 100 million riyals.
• Negotiate, review & handle pricing for all imported skus’. Coordinate sourcing some needed brands with our offices located in UK USA & Spain. Successful drop of store use amounts along keeping constant healthy inventory levels.
• Communicate merchandise strategic plan/processes to commercial department to follow/implement. Drawing imports department merchandising planograms along supervising implementation in all hypermarkets. Review proper SFDA implementation & registration with the logistics department.
• Daily follow-up of air freight fresh food suppliers’ orders dispatch
• Manage proper implementation of listing/delisting processes for all imported brands’ as well as selection of proper skus’ mix of weekly promotional flyers’.
• Review Inventory status/stock levels with supply chain head on weekly basis along striving in decreasing waste levels & increase availability levels in all the 75 stores.
• Strive sourcing all international known brands’ in order to offer BinDawood customers’ greatest shopping experience & availability of a wide variety of healthy brands’ in KSA.
• Re-Merchandising the “Imported Category “in all stores based on international planogram standards.
• Signed Exclusive brands’ representation in Danube stores. Brands’ as Al-Wadi Akhdar, TGI Friday’s chips, Dunkin Donuts Coffee, La Costeña, Mexican range, La Boulangere bread, Light Whey Protein ice cream….
• Assist in offering continuous training to all the commercial & merchandising team
• Handling P&L analysis of company's Food Portfolio. Submit monthly reports to Top Management regarding Sales/GP by brand as well as international brands’ contacted backed w landed cost studies.
• Successfully signed acquisition of FMCG distributor’s portfolio in 2018 holding international confectionery brands’ which secured yearly additional sales of $ 2 million + on Bocti’ s turnover with positive GP.
• Enhanced Company’s distribution portfolio by sourcing diversified brands’ (Franklin & Sons, Clase Azul tequila, Teissiere syrups, Mydibel frozen fries…).
• Leading Hypermarket & Organic shops wellness sections through partnership with international brands serving healthier life style (Rude Health, Cocomi, Orgran, Nuts&Berries, Purasana, Nairn’s ...).
• Collaborating with cross-functional teams in conducting market studies & discussing partnership agreements in GCC with FMCG distributors aiming in launching “LivGood” platform in their respective territories.
• Assisted “LivGood” E-commerce team in sourcing/pricing suitable mix of local brands‘as well as creation of marketing boosts and setting promotional calendars of listed brands.
Achievements Highlights:
• Healthy growth year over year in annual sales and gross profit due to the partnership with more than 16 international known brands’ by end 2020.
• Signed distribution agreements during 2019 with 3 known Lebanese FMCG brands’ (Bites of Delight GF range, Virgo Olive Oil, Grapeful Protein bars) which resulted in $1.2 Million sales turnover in year 1 ascending
curve in 2020. Those partnership will open doors to export those brands for neighboring countries.
• “LivGood” leads Lebanon‘s E-commerce Wellness platform business after 4 months of its launch.
1. Coordinate between the sales team and purchase manager the proforma invoices and approve local purchases after stock analysis.
2. Liaise and confirm local and foreign purchases between sales staff and purchasing while analyzing stock on hand and studying market fluctuations. Update the price list on weekly basis.
3. Perform business market analyses to determine customer needs and sign agreements with wholesalers in rural areas.
4. Review and update the price list of all items according to international market fluctuations and competitors.
5. Research for new agencies that add value to the range on hand.
6. Visit new customers and sign with them credit account agreements.
7. Meet and sign agreements with hypermarkets for the launch of our Organic fresh vegetables range in their stores.
8. Recruit and train sales staff for both companies.
...........
1-Prepared comprehensive business feasibility studies and presentations to the board for new business opportunities. Conducted fully fledge studies, lead market research and assessment/ implementation of Sales Strategies and Operation plans across all retail channels.
Acquired new FMCG agencies (Halk, Arcor, Golbon, Coronet, Euro Cake).
Submitted detailed Business Plan Strategy and gained exclusive distribution of “SanPellegrino” fruit sparkling beverages from Nestle.
Finalized the process of a private Label brand of Hand soap and shower gel range for Syria.
Acquired 2 perfume brands (Michel Germain) for Iraq.
2-Managed a sales team of 10 employees, 1 supervisor and 1 unit sales manager and expanded the FMCG division range into all trade channels. Reconstructed the route to market leading to $3 million gross revenue / Year one . Set the yearly sales forecast by brand, category, Sku & Channel (Volume / Value). Conducted & managed weekly/monthly sales review meetings to update the team on sales achievements vs. targets. Placed, reviewed & followed up on orders with principal companies.
Sales Targets exceeded by 10%, year exit 2014.
Listing the brands in 200 outlets by Jan 2014 (Horeca, modern & lower trade).
3-Ensured competitive coverage by category & Sku and the implementation of the marketing & merchandising plans set with the Marketing Department while coordinated promotional events and launches at major KA & Retail stores.
Increased distribution (POS) by 15% month on month.
4- Supported and strengthened the Sales Team relationship with key Ka decision makers in launching the FMCG brands, negotiating prices, quantity orders and merchandising planograms .Trained the staff on negotiation skills and coordinated trainings needed with Hr Department.
5-Managed region P&L and raised necessary reports required by Top Management.
Successfully increased revenue by 37% at end 2014 vs preceding year.
Improved monthly bottom line by 6%
Reduced delivery costs by 50% with the aid of daily coordination with the logistics department.
6- Attended international food exhibitions in U.A.E and Germany in the aim of acquiring some brands for the Region.
Setting overall sales strategy and marketing activities to build and develop the business to achieve and surpass sales, profitability, cash flow, business goals and objectives. Directed a total of 3 Glam outlets and managed and guided a team of 5 salesmen and 2 supervisors with a specific responsibility of setting up an FMCG department of several Lebanese known brands which were distributed in major Iraqi areas beginning 2013 till today. Provided coaching 15 Retail chain staff of “Glam” (Leader chain of perfumes & Make-up in Erbil) while assisting the HR Manager in the recruitment process.
1- Structured the operational infrastructure of systems, processes and personnel designed to accommodate the rapid growth of organization objectives.
2- Signed with four Lebanese brands exclusive distribution for the Iraqi market.( Kazzi nuts, Al-Rabih canned vegetables/fruits and halawa range, Second house pulses and spices, Aruba home bake and jelly range).
Cash van set up and listed the brands in all major hyper (City Star, Carrefour, Auchamp), groceries and restaurants >>5 containers sold in 5 months with a net Gp of 11%.
3- Increased company’s sales by 50% in the first quarter of enrollment and sold 4 years perfume dead stock ($200, 000) .
4- Signed rental agreements for 2 new Glam beauty stores in Sulmaniyah area which will open in Mid 2015 while slashed rental fees by 15% of Glam stores/head-office and related services by negotiating new agreements while ensuring enhancement of services.
This will position Glam as the leading beauty/perfume outlets in Erbil and Sulmaniyah as offering best variety, customer service and customer reach while increasing sales by a forecast of 30%.
5- Maintained strong relationships with customers/ distributors and validated the on-line fidelity customer card project within stores thus increased customers’ count by 40% in the first month of validation.
6- Re-Merchandised the Glam beauty stores according to International standards while reviewing stock levels, discounts and contracts with Distributors as well as adjusting the retail selling prices.
•Managing, coaching and training a multi-cultural team of 100 persons working in 10 showrooms/warehouses across KSA and Bahrain.
Directly responsible for gross sales and margins, pursue local and foreign purchases status, general policy and procedure implementation in coordination with the region sales team and manage 8 supervisors to ensure business operations are efficient and effective while implementation of company policies and target achievements are met.
• Responsible for the development and leading the re-structuring of routing, bonus and target schemes of the sales staff.
• Establish and maintain strong and firm relationships with clients and Agents.
• Leading the area development, logistics infrastructure, Sourcing, customer relations and contracts across KSA and Bahrain.
• Define and Implement long and short-term objectives. Oversee and control all daily operations, general policy and procedures implementation and Turn Strategy into action.
• Conducted quarterly business for the board directors reviewing covering sales performance with Gp, market analysis, needs and recommendations.
• Recommended and inaugurated in 2010 four full fledge branches in Ksa and one in Bahrain which are viewing progressive monthly sales and profits.
Key Achievements
• Reached an overall business volume of 115 million Saudi Riyals($31, 450, 000) at year end 2010 which was the golden target while increasing net profitability by 4% versus 2009.
• Reached the target set of overall business volume in Bahrain of 30 million Saudi Riyals($8, 250, 000) at year end 2010 while increasing net profitability by 2% versus 2009.
• Sold in the first 18 months of enrollment the dead stock (over 250 Months vs turnover) which amounted to 1.5 million dollars and was spread in 3 warehouses for the past 10 years.
• Gained through negotiations 2 new Italian lock agencies (ICSA and ISEO) in October 2010.
• Initiate cost controls to ensure profitability, supervise GP, waste transfers and work on cost cutting budgets.
Increased sales by 25% year 2008 vs. 2007 and by 30% in 2009 vs. 2008 and by 35% in 2010 vs. 2009 and raised yearly net profit margin by 2%.
Reduced direct and indirect costs by 30% in 2010 vs. 2009.
Slashed the average collection period from 120 days in 2008 to 60 days in 2010 in a market dominated by credit after reviewing customers’ contracts.
Implemented the submission of a promissory note which secured company’s rights in Jan 2010 for all customers requesting upgrading their credit limit.
• Successfully developed and implemented for all Area Managers distribution/coverage plans for each agency and brand.
Achieved the target of 9 agencies out of 12 for 3 consecutive years while decreasing their stock level by 20% vs preceding year with an increase of net margin by 2% yearly for each one.
• Improved the status of 7 chain hypermarket annual contracts in 2009 vs. 2008 through negotiation in addition to planning and executing promotional deals throughout the year.
Carrefour’s annual rebate decreased 4% in 2009 vs. 2008 rebate.
Cancelled the return of stolen items for all hypermarket chains in 2009.
• Introduced 3 Agencies in 2009-10 to our portfolio which increased yearly each category sales by 20%.
Osram German Bulbs.
Won-pro electrical switches.
Metabo German Power tools.
• Introduced our newly acquired agency for distribution "Henkel Polybit"-self adhesive membranes and silicone to Major projects in the kingdom and Wholesalers since Feb 2011.
• Expanded and developed in one year the hyper business in Ksa and Bahrain from 5 million to 8 million Saudi Riyals in 2010 with a growth of 20% vs. 2009 with a Gp of 24%.
• Assigned several distributors in rural areas thus increasing indirect coverage by 10% in 2009 and by 5% in 2010.
Headed 5 category managers, 6 supply chain employees servicing 6 hypermarkets and responsible of $75, 000, 000 as a yearly turnover.
1- Instrumental in being the first head hypermarket trader in Lebanon to launch the private Label concept (Spinneys Private Label brand) in year 2000 into the Lebanese market which increased drastic flow plus launching a draw on 2 Subaru WRX for 2 consecutive years (1999-2000). The success of the Private Label products was backed with the in-store ads stating that if products did not meet your expectations, you can replace it or retrieve your money!
The private Label brands’ merchandise is carefully sourced from global and local specialized plants: Tools, Tuna, Ketchup, bottled juice, Sweet Corn, Carbonated beverages, Mineral Water, Washing Detergent, Tissues and Powder Milk.(Executed during my Tenure).
2- Setting medium and long term Strategies of respective departments in accordance with top management and ensure all category managers deliver their KPI’S.
3- Led the category managers negotiation meetings with 220 local suppliers, contracts, purchasing, outsourcing, price setting, merchandising, stock levels and promotional activities of following categories:
Liquor, Tobacco, Cigarettes, Carbonated drinks, Mineral water and Sparkling water.
Pet food & accessories, Disposable party and tableware, Tools, Car care, Stationary, Batteries and Toys.
Chocolate, Toffees, Candies, Cereal bars, Chewing gums, Cornflakes and Cereal/Energy bars.
Soft Drinks (juices, cordials, squashes, energy drinks and powder drinks), canned food division, Pasta, Soups, Sauces and Ethnic foods.
Detergents/Cleaning products, Shampoo, Shower gel, Razors and Blades, Baby Care, Skin care.
4- Establish various Channels of Merchandise sourcing through local vendors and overseas suppliers to support opening of 6 stores.
5- Managing monthly Promotional Catalog from Selection of products to ensuring their availability in stores through contact with operation managers and measuring sale results versus forecast.
8 exclusive food/non food promotions with 4 beverages for 9 consecutive years.
6- Control and review on daily basis with supply chain team quality and quantity of items ordered
7- Ensured implementation with store managers vendors’ contracts and processes being implemented while monitored stock value position with Finance department.
8- Implemented in 2004 first new concept “Duty free shop” of 100 sqm in Lebanon (Main Branch).
9- Revised on continuous basis price Management of 15, 000 products in line with competitors and adjustments when necessary while asking suppliers’ compensation when needed.
10- Increased each category gross profit by 3% to 5% from 2000 till 2006.
11- Increased Payment terms from 60 to 120 days from monthly statement in year 2000 which allowed quick opening of new stores.
12- Increasing some category sales by 15% and decreased out of stock from 24% to 7% on steady basis from year 2002-2007 through shifting their supply by direct to shelf.
13- Coordinated with upper management the achievement of annual financial set targets by building on other sources of income (selling shelf space, promotion areas, gondolas, flyers, home delivery booklets or other marketing materials and events).
Being the pioneer to introduce the light box concept above the categories thus collecting significant yearly revenues per store.
14- Interfaced regularly with finance, customer service and advertising departments in order to accomplish several tasks on time.
• Responsible of recruiting 15 persons consisting of both retail sales channels and Horeca team with a cash van operation.
• Gathered data and evaluated differences concerning quality and prices between Hermesetas Gold sweetener and other brands in the market.
• Introduced the product and delivered it exclusively to all A class restaurants, cafes, hotels and pharmacies in Lebanon and followed - up repeat orders, deliveries and collection.
• Introduced the 21 kgs Bulk Barrel to all major Hospitals and Diet centers in Greater Beirut since Hermesetas Gold is the only sweetener that resists heat while cooking/Baking.
1992 - Bachelor of Science in Business Management The University of the State of New York (through Lebanese American University- LAU)
Degree earned from REGENTS COLLEGE NEW YORK
1991 - Associate in Applied Science in Business Marketing Lebanese American University (LAU) - Beirut