Hisham Bou Ajram

Handle and manage Nestle Professional - Food Service Beverage Solution - coffee machine
solution business in KSA.
• Responsible of the Trade assets planning cycle by efficiently driving the integration of trade
assets into the Monthly Business Planning Cycle as well as guaranteeing its procurement,
preparation, distribution, installation, maintenance…
• Set and identify BS strategies, develop operational budget including trade asset related
expenses and total operational cost based on cost plus module with our partners.
• Manage the Beverage Service Partners and identify their KPIs, secure full implementation
of trade asset management best practices.
• Manage existing RTM food service distribution partners and establish strong relationship
with them ensuring successful presence and market reach.
• Establish annual business plan with distributors and set their KPIs, develop their budget
and manage expenses within the budgets.
• Identify opportunities and improve distribution strategies and processes through market
and data analysis.
• Provide training, leadership, and guidance to the distributor team, motivate them to
achieve their goals and objectives.
• Monitor distributor business plan and conduct quarter business reviews to evaluate their
KPIs, on-going service levels and scorecards.

• Responsible for the regional sales efforts according to the national strategy to maximize sales.
• Handle and manage the food service and B&I channel for Nestlé products and beverage solutions; Nescafé machines solutions.
• Enhance brand visibility while building strong relationships with store management and sales associates as well as make Nescafé machines the preferred coffee system.
• Plan and develop operational and business sales strategies aiming to meet and exceed regional sales objectives.
• Overseetheexecutionofactivitiesbuiltwithinkeydriversbyconductingperiodicsalesand operational reviews and creating corrective action plans where necessary.
• Generate and review ongoing annual forecasts for direct and indirect accounts.
• Developbusinessrelationshipswithnewandexistingcustomers, identifyopportunitiesfor
substantial business growth, and ensure customer objectives are met.
• Plan, develop, and execute business development agreements and customer plans with
key customers.
• Lead, coach, and motivate the team to succeed in achieving KPIs and business goals.
• Implement an effective spend strategy and enhance the lead generation process by
optimizing multi-sales channels and attending industry-related events.
• Ensure compliance with Nestlé’s business principles and policies.

• Handling the food service and B&I channel dedicated for Nestle Professional products and Beverage solutions (Nescafe machines solutions)
• Monitoring indirect sales through our authorized distributors/partners
• Ensure execution of the activities built within key drivers by conducting daily, weekly, and monthly sales/operational reviews
• Planning and developing operational and business sales strategies and plan to meet personal sales targets;
• Generating annual forecast for direct and indirect accounts and ensure to be reviewed and updated on monthly basis (one month/three month forecasting)
• Developing relationship within existing and new customers (direct and indirect) in order to identify opportunities for business growth - Ensure the growth and efficiency promises made to customers are delivered in all needs
• Generating yearly business development agreements with all customers and ensure its execution
• Achieving business plan targets whilst maximizing profits and controlling costs
• Coaching, giving regular feedback and recognizing colleagues efforts and results (both direct and indirect team)
• Building and managing key customer relationship for sustainable business growth, executing customer plans.
• Implementing effective spend strategy, optimizing leads generation process via trade shows, telesales…

• In charge of the central and eastern regions
• Developing the strategic marketing operations direction for the company
• Managing the field marketing, project planning as per client’s requirements
• Demonstrating the ROI of marketing campaigns; related to raw costs, advertising, digital or social media marketing
• Showing leadership and drive in thinking of innovative solutions to business/strategic problems and in merchandising the Agency’s services (particularly Brand Stewardship)
• Providing direction on operation performance and generating enthusiasm/trust from the team with which they work
• Building relationships with clients based upon trust/mutual understanding
• Forecasting any client issues/questions or internal resourcing issues before they arise
• Developing a rigorous and insightful activation strategy
• Contributing to well thought out, single-minded, inspiring activation solutions
• Responsible for ensuring work is produced on time and in line with the products related KPIs
• Communicating the staff job descriptions and monitoring their performances
• Maintaining customer response operations, following up on their needs and inquiries
• Choosing and managing the resources including manpower
• Managing the people, processes, resources and programs to build up brand preferences in the marketplace
• Recruiting and developing related training programs for the teams
• Aiming to work as a partner and demonstrate the best results and revenues to the customer by creating sales expectations through advertising, public relations, and field marketing

• Handling the Food Service channel including catering companies, hotels and restaurants in Riyadh city - Saudi Arabia
• Leading a sales team dedicated for Nestle Professional Products
• Managing the full relationship between the business and its most important customers
• Setting each month related targets
• Leading solution development efforts that best address customer needs, while coordinating the involvement of all necessary company personnel
• Establishing productive, professional relationships with key personnel in assigned customer accounts
• Managing the product distribution cycle
• Coordinating the involvement of company personnel, including support, service, and management resources, in order to meet account performance objectives and customers’ expectations
• Meeting assigned targets for profitable sales volume and strategic objectives in assigned accounts
• Retaining a sustainable business with continuous follow up besides working on other potential customers
• Product Promotion issuing and distribution on customers

• Direct relationship with customers, concerned car dealers and salesmen
• Excellent verbal, written, interpersonal, organizational and time management skills
• Knowledge in banking services and bank system including transactions
• Working in several departments, such as credit, customer services & new accounts
• Becoming familiar with line and staff functions, operations, management viewpoints, bank policies and practices that effected each phase of business.
• Performing assigned duties under direction of experienced personnel to gain knowledge required
• Acquiring knowledge of methods, procedures and standards required for performance of departmental duties