Mohamed Osman

Spearheading regional business development for Crofts & Assinder, a UK manufacturer of luxury cabinet handles and fittings.
Product Categories: Furniture hardware, cabinet handles & knobs, architectural fittings, decorative hardware.
Target Customer Types: Interior designers, joinery factories, kitchen and furniture manufacturers, fit-out contractors, and boutique showrooms.
Regions / Markets Covered: Middle East, Africa.
Sales Channels / Models: Interior design studios, fit-Out Contractors, cabinet hardware distributors, and furniture manufacrurers.
Key Achievements: Initiated market presence in the UAE, Saudi Arabia, and Egypt; built first pipeline of design studios and joinery partners across GCC.
Prospecting & Partner Development: Identified decision-makers in FF&E, procurement, and design departments to accelerate entry into high-value accounts.
Brand Representation: Managing all commercial communication, quotations, and sampling for MEA region under contractual agreement via Last Chance Portal.

Manage sales and market expansion for Sheaffer and Lapis Bard brands on a remote basis across EMEA, focusing on retail, e-commerce, and business gift channels. Build and maintain distributor partnerships across borders through virtual engagement, aligning brand values with sales goals. Drive product launches and coordinate marketing initiatives with cross-functional teams, enhancing brand visibility in competitive markets.

A. Groups of products:
• Kitchen and closet hardware accessories, sanitary hardware sets, doors sliding systems, furniture lighting systems.
B. Targeted markets:
• Eastern province - KSA, Bahrain and Qatar (Jan 2017 till date).
• Kuwait, Jordon, Lebanon and Egypt (May 2015 to Dec 2016).
C. Job description:
• Independently developed a new distributor / dealer network and established customer base for Hettich products and serviced the existing Key Customers in the given territory.
• Define and execute a territorial sales strategy to meet sales target for the region, develop sales plan and prospect new opportunities in the target markets to promote full product line.
• Develop and manage an annual sales business growth plan consistent with the goals assigned to the region.
• Responsible for product specifications and approvals with Consultants, architects and Joineries.
• Provide management with accurate opportunity and territory forecast based on prospect in pipeline and market analysis.
D. Targeted customers:
Hettich dealers, hardware shops, Joineries, wooden factories and Aluminium factories.

Oversaw the expansion of Al Jazeeras showroom network across new markets in the UAE, focusing on market growth and customer accessibility. Managed sales for medium and small construction projects, tailoring solutions to meet the specific needs of various contractors and project sizes.

Expanded Jotuns showroom network in Upper Egypt, increasing brand presence and accessibility for customers in the region. Focused on sales for medium and small construction projects, providing tailored product recommendations and support to contractors and builders.