Sales Director
Imagine FMCG
Total years of experience :16 years, 5 Months
Imagine is a boutique FMCG consultancy helping brands and their owners to enter new markets and grow market share across the Middle East, Africa and Indian sub-continent regions. We are leading experts in route to market (RTM) strategy and implementation, and ongoing brand management in market.
We serve as an extension of our clients’ team and operate as a seconded regional office in-market where our clients need support.
Given our local presence and knowledge, we help our clients to create their regional and local business strategies, and then support strategy implementation on the ground. Through the tailored route to market strategies that we create together, Imagine helps our clients to deliver increased product volumes sold, greater geographic reach, optimized budgets and resources, and a trusted set of ‘boots on the ground.’
Imagine’s business model is new and unique. We created this model to enable FMCG brands of all shapes and sizes to access markets that were previously out of reach. Our cost-effective model gives FMCG brand owners the staff, expertise and geographic reach they need - without the expensive overheads or headaches of having a wholly-owned business entity.
Visit imaginefmcg.com for more information.
As Sales Director my main responsibilities and achievements are:
• Developed and led the expansion of Fade Fit, LightWhey, 3 Horses, and Tony’s Chocolonely in all lower gulf markets and initiated the development of the commercial and strategic trade plans for the region. Launches will occur between Q1 and Q2 2022.
• Initiated and optimized the integration process for all Imagine’s brands across the region by identifying, establishing, managing the most efficient business partners (best in class distributors).
• Re-launched Jack Link’s (snacking category) across 6 countries and successfully moved the business from an export model to a strategic growth platform with the aim of growing it by 300% in three years.
• Through our Master Distributors in UAE, we succeeded in doubling Lago, M&M and LOL businesses over a 2-year period.
Imagine is a boutique FMCG consultancy helping brands and their owners to enter new markets and grow market share across the Middle East, Africa and Indian sub-continent regions. We are leading experts in route to market (RTM) strategy and implementation, and ongoing brand management in market.
We serve as an extension of our clients’ team and operate as a seconded regional office in-market where our clients need support.
Given our local presence and knowledge, we help our clients to create their regional and local business strategies, and then support strategy implementation on the ground. Through the tailored route to market strategies that we create together, Imagine helps our clients to deliver increased product volumes sold, greater geographic reach, optimized budgets and resources, and a trusted set of ‘boots on the ground.’
Imagine’s business model is new and unique. We created this model to enable FMCG brands of all shapes and sizes to access markets that were previously out of reach. Our cost-effective model gives FMCG brand owners the staff, expertise and geographic reach they need - without the expensive overheads or headaches of having a wholly-owned business entity.
Visit imaginefmcg.com for more information.
As Head of Commercial, my main responsibilities and achievements were:
• Initiated and managed a full strategic reassessment of Lago business which led to a major re-launch in the UAE and the business turnaround via new sales and marketing strategies.
• Launched Lago, Merba, Edgewell, Seeberger and Freakin’ Healthy across 9 countries. This included developing strategic communication road map and full exploitation plans tailored to the region.
• Initiated and successfully implemented the change in trading terms/structures of Lago and Merba with all GCC distributors: Credit terms, trading margins and supply chain.
• Built and successfully executed the Trade Marketing Plans for all brands for GCC & Levant while remaining within authorized budgets.
• Developed a reporting system/tool for distributors, to effectively monitor, analyze and collate market information impacting the business. Output ensured speedy in-market action.
• Negotiated the regional contract of Carrefour across the GCC.
• Built a strong partnership with Carrefour and became Carrefour preferred supplier.
• Built and successfully executed the Trade Marketing plans for GCC.
• Developed a reporting system/tool for GCC distributors/bottlers, to effectively monitor, analyze and collate market information impacting the business. Output ensured speedy in-market action.
• Created and implemented key account systems, profiles and database.
• Recognized for achieving the best launch of Venus Olay, leading to increase of 5% in market share.
• Doubled Venus business over a 1-year period; securing number 1 position in volume and value
• Doubled the business of Oral-B and Crest by rationalizing the portfolio from 200 to 100 SKUs.
• Unit Manager (P&G and food division) for the modern and traditional trade channels.
• Developed annual joint business plans for Pringles with Carrefour and Spinneys.
• Planned, enabled and executed 4 openings for Carrefour in the UAE for Pringles, Lactalis, Siblou, Dr. Oetker, McCain, Walkers and Danone.
• Planned and deployed 1 Solution Center / category management for Gillette in Carrefour pilot store in Dubai.
• Enabled, energized and empowered the CBD field team to execute 10 initiatives monthly.
• Joined L’Oreal to help grow the pharmacy channel and department stores across Lebanon. Unfortunately, due to the country’s instability I had to relocate back to UAE.
• Started my career as an account executive to develop a good understanding on the consumer business dynamics.
• Account Executive (P&G’s Division) with responsibility for 100 outlets throughout UAE.
- Represented Red Bull in the market through exclusive consumer collecting operations.
- Assisted in implementing marketing plans by executing the sampling guidelines handed down from the management.
- Played a crucial part in modifying consumer misconception about the brand, as well as communicating the functionality of the brand to the market.
- Supported the sales force with an essential role in dealing with their customers.