Farrukh Aziz

ALJE is a leading retail and distribution conglomerate exclusively selling Toshiba, Sharp, Bosch, White-Westinghouse and Dora in the KSA. ALJE has 15 retail outlets and more than 150 dealers selling electronics, home appliances, air conditioners, notebooks, smartphones, and tablets. I was responsible for the business of smartphones and tablets.

Key Responsibilities:
• Completely responsible for P&L of the category portfolio.
• Brands and product selection for sales through retail, e-commerce, distribution, and corporate sales.
• Sourcing, contract negotiations and finalization of commercial terms.
• Demand forecasting, inventory planning and purchase, distribution of stocks and maintaining optimal stocks level for all channels.
• Sales channels development, pricing, promotions, and other marketing activities for all product categories across all channels.

Key Achievements:
• Pioneered the start of smartphones and tablets business in ALJE.
• Successfully and profitably managed the business in very competitive and volatile market conditions.
• Achieved sales of over SAR 100Mn in the 2nd year with a double-digit bottom line.

SAB Retail is an integral part of SAB Holding having two retail arms i.e. iDeals, which were mobile and mobility related product stores and Lingo, which were high end lifestyle stores dealing in mobile, entertainment, concierge services and travel related products and solutions.

Key Responsibilities:
• Sourcing local and international vendors for different product categories for retail, distribution and direct sales.
Sales forecast and achievement of targets for each product category/outlet/channel etc.
• Identification of slow/non-moving items, follow up for processing of their stocks rotation, price protection, return orders and credit notes etc. from their respective vendors
• Special assignments given by top management like the launch of monthly products bible for the direct sales, Lingo warranty, weekly brand calendar, e-commerce website, AOB (as per requirement) etc.

Key Achievements:
• First to launch Blackberry products in retail, distribution, and direct sales in KSA.
• Achieved over SAR 100mn in sales in 2009 & 2010 with minimal resources and minimal overheads.
• Formed key alliances for employee purchase plans with business partners generating over SAR 25mn sales.