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Faris Zeina, Country Manager / Commercial Director

Faris Zeina

Country Manager / Commercial Director·SKAB Group

Saudi Arabia

Master's degree, Leadership

Work experience

Total years of experience: 19 years, 11 months

Country Manager / Commercial Director

June 2023 - Present

SKAB Group

Jeddah, Saudi Arabia

June 2023 - Present

Retained full P&L responsibility and autonomous corporate leadership for a premier, multi-category FMCG and beverage portfolio, directing national distribution infrastructure and corporate go-to-market strategies across all regions of Saudi Arabia.
• Corporate Revenue Acceleration: Engineered and executed a comprehensive commercial transformation that drove a +18% increase in annual revenue and a +22% expansion in volume year-on-year.
• National Route-to-Market Transformation: Expanded numeric distribution across the Kingdom by +27% through rigorous distributor network redesign and the enforcement of performance-driven distributor governance.
• Financial Health & Margin Protection: Increased corporate gross margins by +4.5% via strategic pricing optimization models and aggressive reallocation of low-yielding trade marketing investments.
• Digital Omnichannel Architecture: Conceptualized, launched, and scaled a national corporate E-Commerce business unit from zero to 12% of total corporate turnover within a structured digital go-to-market framework.
• Supply Chain Resilience & S&OP: Advanced S&OP forecast accuracy to 88% and slashed warehouse/retail stock-outs by 25% by rebuilding integrated demand planning protocols.
• Executive Leadership & Culture: Spearheaded an organizational restructuring of a 60+ member cross-functional team, embedding advanced KAM frameworks and corporate capability-building initiatives.
Company industry:
FMCG

National Sales Manager

June 2023 - Present

SKAB GROUP

Jeddah, Saudi Arabia

June 2023 - Present

Channels: Modern Trade (Key Accounts) • Traditional Trade (General Trade & Wholesale) • HORECA (Foodservice/Catering) • Omnichannel E-Commerce
Scope of Responsibility: Retain full P&L accountability and autonomous corporate leadership for a premier, multi-category FMCG and beverage portfolio, directing national distribution infrastructure and corporate go-to-market strategies across all regions of Saudi Arabia. Directly spearheading the commercial scaling, operational footprint, and market share expansion of the Najran Water brand nationwide.

• Corporate Revenue Acceleration: Engineered and executed a comprehensive commercial transformation for Najran Water and the wider portfolio that drove a +18% increase in annual revenue and a +22% expansion in volume year-on-year.
• National Route-to-Market Transformation: Expanded numeric distribution across the Kingdom by +27% through rigorous distributor network redesign and the enforcement of performance-driven distributor governance KPIs.
• Financial Health & Margin Protection: Increased corporate gross margins by +4.5% via strategic pricing optimization models and aggressive reallocation of low-yielding trade marketing investments.
• Digital Omnichannel Architecture: Conceptualized, launched, and scaled a national corporate E-Commerce business unit from zero to 12% of total corporate turnover within a structured digital go-to-market framework.
• Supply Chain Resilience & S&OP: Advanced S&OP forecast accuracy to 88% and slashed warehouse/retail stock-outs by 25% by rebuilding integrated demand planning protocols.
• Executive Leadership & Culture: Spearheaded an organizational restructuring of a 60+ member cross-functional team, embedding advanced KAM frameworks and corporate capability-building initiatives.
Company industry:
Food & Beverage Production
Job role:
Sales

Regional Sales Manager – Eastern Region

March 2015 - May 2023

Nestle Waters

Dammam, Saudi Arabia

March 2015 - May 2023

Exercised full P&L accountability for a SAR 100M+ regional business unit, commanding multi-channel commercial sales, corporate distribution, and operational infrastructure.
• Sustained Market Leadership: Championed continuous 7-10% annual revenue acceleration while successfully solidifying market share dominance across Modern Trade, General Trade, and Wholesale channels.
• Greenfield Channel Innovation: Visioned, launched, and scaled a dedicated Catering and HORECA business unit from the ground up—building the entire GTM execution model and enterprise KAM framework to deliver 25% of regional volume.
• Large-Scale Workforce Management: Directed, developed, and mentored a high-performing department of 95+ sales, key account, and logistics professionals, cultivating top-tier regional leadership.
• Distributor Governance & Alignment: Re-engineered localized distributor networks and structural route-to-market operations, achieving record-high outlet coverage and weighted distribution KPIs.
• Strategic Brand & Category Management: Partnered deeply with global category management and trade marketing units to maximize in-store shelf dominance, share of voice, and promotional ROI across major corporate retail accounts.
Company industry:
FMCG
Job role:
Sales

Regional Sales Manager

March 2015 - May 2023

NESTLE WATERS SAUDI ARABIA

Dammam, Saudi Arabia

March 2015 - May 2023

Channels: Modern Trade (Key Accounts) • Traditional Trade (General Trade & Wholesale) • HORECA (Foodservice/Catering) • Omnichannel E-Commerce


Scope of Responsibility: Exercised full P&L accountability for a SAR 100M+ regional business unit, commanding multi-channel commercial sales, corporate distribution, and operational infrastructure.

• Sustained Market Leadership: Championed continuous 7% to 10% annual revenue acceleration while successfully solidifying market share dominance across Modern Trade, General Trade, and Wholesale channels.
• Greenfield Channel Innovation: Visioned, launched, and scaled a dedicated Catering and HORECA business unit from the ground up—building the entire GTM execution model and enterprise KAM framework to deliver 25% of regional volume.
• Large-Scale Workforce Management: Directed, developed, and mentored a high-performing department of 95+ sales, key account, and logistics professionals, cultivating top-tier regional leadership.
• Distributor Governance & Alignment: Re-engineered localized distributor networks and structural route-to-market operations, achieving record-high outlet coverage and weighted distribution KPIs.
• Strategic Brand & Category Management: Partnered deeply with global category management and trade marketing units to maximize in-store shelf dominance, share of voice (SOV), and promotional ROI across major corporate retail accounts.
Company industry:
Food & Beverage Production
Job role:
Sales

retail department head

November 2010 - February 2015

Nestlé Waters - Saudi Arabia

Dammam, Saudi Arabia

November 2010 - February 2015

Directed high-stakes key account alliances and spearheaded aggressive Modern Trade market expansion across major tier-one retail chains in Saudi Arabia.
• Execution Excellence: Built and deployed robust customer profitability frameworks and enforced premium in-store execution standards, successfully expanding regional market share acquisition.
• Joint Business Planning (JBP): Orchestrated cross-functional Joint Business Planning sessions with core trade marketing teams to maximize category growth and optimize capital deployment for promotional campaigns.
Company industry:
Food & Beverage Production

Retail Department Head

November 2010 - February 2015

Nestlé Waters - Saudi Arabia

Dammam, Saudi Arabia

November 2010 - February 2015

Channels: Modern Trade (Key Accounts) • Traditional Trade (General Trade & Wholesale)



Scope of Responsibility: Directed high-stakes key account alliances and spearheaded aggressive Modern Trade market expansion, while also overseeing Traditional Trade and Wholesale channel development across major tier-one retail chains and distribution networks in Saudi Arabia.

• Execution Excellence: Built and deployed robust customer profitability frameworks and enforced premium in-store execution standards, successfully expanding regional market share acquisition.
• Joint Business Planning (JBP): Orchestrated cross-functional JBP sessions with core trade marketing teams to maximize category growth and optimize capital deployment for promotional campaigns.
Company industry:
Food & Beverage Production
Job role:
Sales

Government & NGOs Sector Sales Manager

May 2008 - November 2010

Al Rayah Events & Conferences Services

Amman, Jordan

May 2008 - November 2010

• Led sales activities for governmental and NGO clients, managing strategic bids and long-term contracts.
Company industry:
Events Management

Account Sales Supervisor

April 2007 - May 2008

Al Rayah Events & Conferences Services

Amman, Jordan

April 2007 - May 2008

Company industry:
Events Management
Job role:
Sales

Life Insurance Sales Executive

July 2006 - April 2007

Al Nisr Al Arabi Insurance Co.

Amman, Jordan

July 2006 - April 2007

Company industry:
Insurance & TPA
Job role:
Sales

Education

Lincoln University

September 2026

September 2026

Master's degree, Leadership

United Kingdom

Applied Science University

June 2006

June 2006

Bachelor's degree, Marketing

Jordan

Bishops School

June 2001

June 2001

High school or equivalent, highschool

Jordan

Skills

Capability Building
Expert
Capability Building
Expert
P&L Management
Expert
P&L Management
Expert
Leading Cross Functional Teams
Expert
Leading Cross Functional Teams
Expert
Channel Management
Expert
Channel Management
Expert
Strategic Sales & Marketing
Expert
Strategic Sales & Marketing
Expert
MS. Office ( Excel, Word, Power Point
Expert
MS. Office ( Excel, Word, Power Point
Expert
INTERNATIONAL TRADE
Intermediate
INTERNATIONAL TRADE
Intermediate
New Markets
Expert
New Markets
Expert
P&L responsibility
Expert
P&L responsibility
Expert
CONTRACT DRAFTING
Intermediate
CONTRACT DRAFTING
Intermediate
IT INFRASTRUCTURE
Intermediate
IT INFRASTRUCTURE
Intermediate
OPERATIONS
Intermediate
OPERATIONS
Intermediate
ORGANIZATIONAL CHANGE MANAGEMENT
Intermediate
ORGANIZATIONAL CHANGE MANAGEMENT
Intermediate
PUBLIC PRIVATE PARTNERSHIPS
Intermediate
PUBLIC PRIVATE PARTNERSHIPS
Intermediate
Capability Building
Expert
Capability Building
Expert
Leading Cross Functional Teams
Expert
Leading Cross Functional Teams
Expert
Channel Management
Expert
Channel Management
Expert
Strategic Sales & Marketing
Expert
Strategic Sales & Marketing
Expert
LEADERSHIP
Expert
LEADERSHIP
Expert
MARKET SHARE
Intermediate
MARKET SHARE
Intermediate
PROFIT AND LOSS P&L MANAGEMENT
Intermediate
PROFIT AND LOSS P&L MANAGEMENT
Intermediate
REVENUE GROWTH
Intermediate
REVENUE GROWTH
Intermediate
SALES
Intermediate
SALES
Intermediate
SALES MANAGEMENT
Intermediate
SALES MANAGEMENT
Intermediate
STRATEGIC LEADERSHIP
Intermediate
STRATEGIC LEADERSHIP
Intermediate
GO TO MARKET STRATEGY
Expert
GO TO MARKET STRATEGY
Expert
Business Transformation
Expert
Business Transformation
Expert
BUSINESS DEVELOPMENT
Intermediate
BUSINESS DEVELOPMENT
Intermediate
COMPUTER NETWORKS
Intermediate
COMPUTER NETWORKS
Intermediate
CUSTOMER SERVICE
Intermediate
CUSTOMER SERVICE
Intermediate
E COMMERCE
Intermediate
E COMMERCE
Intermediate
MARKETING
Intermediate
MARKETING
Intermediate
PRICING STRATEGIES
Intermediate
PRICING STRATEGIES
Intermediate
ENTREPRENEURIAL LEADERSHIP
Expert
ENTREPRENEURIAL LEADERSHIP
Expert
Budgeting and Forecasting
Expert
Budgeting and Forecasting
Expert
New Channel Development
Expert
New Channel Development
Expert
Channel Partners
Expert
Channel Partners
Expert
Channel Sales
Expert
Channel Sales
Expert
Growing Revenue
Expert
Growing Revenue
Expert
Financial Planning and Analysis
Expert
Financial Planning and Analysis
Expert
Sales Force Effectiveness
Expert
Sales Force Effectiveness
Expert
Distributor Relations
Expert
Distributor Relations
Expert
Organizational Growth
Expert
Organizational Growth
Expert
Trade Marketing
Expert
Trade Marketing
Expert
Multi channel Retail
Expert
Multi channel Retail
Expert
Market Data
Expert
Market Data
Expert
Demand Planning
Expert
Demand Planning
Expert
National Account Management
Expert
National Account Management
Expert
Profitability Improvement
Expert
Profitability Improvement
Expert
Cross functional Team Leadership
Expert
Cross functional Team Leadership
Expert
Coaching
Expert
Coaching
Expert
Sales Operations
Expert
Sales Operations
Expert
Key Account Management
Expert
Key Account Management
Expert
B2B eCommerce
Expert
B2B eCommerce
Expert
Business Transitions
Expert
Business Transitions
Expert
Multi channel Distribution
Expert
Multi channel Distribution
Expert
Channel Expansion
Expert
Channel Expansion
Expert
Channel Creation
Expert
Channel Creation
Expert
Stakeholder Management
Expert
Stakeholder Management
Expert
Multi unit
Expert
Multi unit
Expert
Change Management
Expert
Change Management
Expert
Design Strategy
Expert
Design Strategy
Expert
Organizational Development
Expert
Organizational Development
Expert
ERP CRM
Expert
ERP CRM
Expert
Retail Execution
Expert
Retail Execution
Expert
Decision Making
Expert
Decision Making
Expert
Talent Development
Expert
Talent Development
Expert
Decision Making Skills
Expert
Decision Making Skills
Expert
ACCOUNTABILITY
Intermediate
ACCOUNTABILITY
Intermediate
CORPORATE FORECASTING
Intermediate
CORPORATE FORECASTING
Intermediate
LINK AGGREGATION ETHERNET
Intermediate
LINK AGGREGATION ETHERNET
Intermediate
P&L Management
Expert
P&L Management
Expert
B2B Sales
Expert
B2B Sales
Expert
Driving Revenue
Expert
Driving Revenue
Expert
Generating Revenue
Expert
Generating Revenue
Expert
Trade Sales
Expert
Trade Sales
Expert
Pricing Strategy
Expert
Pricing Strategy
Expert
Market Risk
Expert
Market Risk
Expert
Increasing Revenue
Expert
Increasing Revenue
Expert
Market Share Analysis
Expert
Market Share Analysis
Expert
ROI development
Expert
ROI development
Expert
Modern Trade
Expert
Modern Trade
Expert
Key Account Development
Expert
Key Account Development
Expert
Commercial Strategies
Expert
Commercial Strategies
Expert
Price Forecasting
Expert
Price Forecasting
Expert
Gross Profit
Expert
Gross Profit
Expert
Trade Promotions
Expert
Trade Promotions
Expert
Forecasting
Expert
Forecasting
Expert
Volume Forecasting
Expert
Volume Forecasting
Expert
Working Capital Management
Expert
Working Capital Management
Expert
Horeca
Expert
Horeca
Expert
Increasing Profitability
Expert
Increasing Profitability
Expert
Financial Forecasting
Expert
Financial Forecasting
Expert
Team Development
Expert
Team Development
Expert
Revenue Forecasting
Expert
Revenue Forecasting
Expert
Budget Forecast
Expert
Budget Forecast
Expert
Profitability Management
Expert
Profitability Management
Expert
Budget Management
Expert
Budget Management
Expert
Budgeting
Expert
Budgeting
Expert
Optimization
Expert
Optimization
Expert
ROI Accountability
Expert
ROI Accountability
Expert
Financial Planning
Expert
Financial Planning
Expert
Profit Margins
Expert
Profit Margins
Expert
Cost Savings Initiatives
Expert
Cost Savings Initiatives
Expert
Gross Margin
Expert
Gross Margin
Expert
Financial Analysis
Expert
Financial Analysis
Expert
Cross Promotions
Expert
Cross Promotions
Expert
Profitability Analysis
Expert
Profitability Analysis
Expert
New Business Development
Expert
New Business Development
Expert
HOSPITALITY
Intermediate
HOSPITALITY
Intermediate
TEAM BUILDING
Intermediate
TEAM BUILDING
Intermediate

Social profiles

Languages

Arabic

Expert

English

Expert

Training and Certifications

Certifications
CCSD, ICP, WET & SHE Programs
Negotiation Skills
Training
Negotiation Skills Webinar
Harvard Business School
Feb 2022
Leading People
Nestle I learn
Mar 2022
WET International Program
Project WET Foundation
Feb 2015
I.C.P Training
Nestle Saudi Arabia
Nov 2012
CCSD workshop
Nestle A.O.A Zone ( Dubai)
Jun 2011
I.C.P workshop
Nestle A.O.A Zone ( Dubai)
Jul 2012

Hobbies and interests

Reading