General Manager
Copatra Graphics
Total years of experience :18 years, 3 Months
Digital & Offset Printing Machines, Material, Inks and Technical Services.
- Managed the business with total P&L responsibility and put in place a strict KPI driven business model, with focus on better cash management: AR, AP, DSO and DIO.
- Restructured the company and reduced overhead by 50%, and created a highly customer-centric sales operation.
- Developed and launched a range of products and new brands, to strengthen future business growth.
- Improved product portfolio with focus on higher margin products, higher turnover, and cash sales potential.
- Launched a series of successful exhibitions and open houses in all regions to promote company’s image, increase sales, improve customers’ and suppliers’ relations.
SHELL is the World’s No. 1 leading brand in engine lubricants for 8 consecutive years.
- Managed and developed the B2C Sales Operations through a team of Channel Managers, KAMs, Supervisors, Cash Van Salesmen and Support Staff. B2C operates on 4 channels: 1) Resellers Network, 2) Direct Sales-Cash Vans, 3) Direct KAMs handling Industrial & Commercial sectors, and 4) Indirect STLs handling Industrial Distributors throughout the country.
- Maximized product portfolio sales and customers’ loyalty, by enhancing GTM structure, team training and higher efficiency, effective stimulant programs, daily KPIs tracking-reports to guide team and measure performance.
- Achieved record sales and profits, exceeding Board Plans, in years 2014, 2015 and 2016.
- Grew Direct Van Sales volume 4 times since the start of 2015, and set up new Direct KAMs-Team gaining more than 500 accounts as direct wins from competition.
- Initiated channel focused initiatives to improve brand equity, customers’ loyalty and product demand creation, with emphasis on increasing consumer brand awareness.
ARROW is one of the leading FMCG distributors, and has beverage bottling plants in Jeddah.
- Managed the relationship between our distribution and production companies, and optimized the use of deployed resources.
- Managed the sales team and marketing activities in all branches to bring better focus on each brand within the beverage portfolio (CSD, Juices, Malt, and Cordials).
- Developed the sales-marketing strategies, set brand objectives and achieved sales targets.
- Developed and launched new CSD brand, and grew the contribution of more profitable brands & SKUs.
- As a senior marketing & sales role, worked closely with all channel managers to execute sales & marketing plans, key customers’ marketing promotions, to achieve sales targets and overall business growth as per PepsiCo’s AOP.
- Managed strategic customer relations and negotiated top modern trade and HORECA contracts.
- Achieved highest market share vs. previous years, with double-digit sales growth, and over 85% share of space.
- Monitored business KPIs to ensure compliance as per set targets, and aligned channel managers on PepsiCo’s upcoming programs to secure 100% team support for best execution.
- Managed within the Bottler’s Franchise the launch of new products as per PepsiCo’s strategy, and contributed significantly to the launch of Tropicana range in 2004, Lipton Ice Tea in 2006 and Mirinda Sorbet in 2007.
- Initiated and managed all stages of launching Handheld Sales Automation System across the franchise.
- Contributed significantly to the project study, investment and launch of multipacks for CSD brands.
- Managed the sales and marketing operation of an FMCG company with 11 branches across KSA, 97 SKUs produced on 7 fully automated production lines in Riyadh factory.
- Achieved 35% growth of main brands in 1999 and increased in-store presence by approximately 70%, leading to dominance of space.
- Achieved over 40% growth in HORECA sector, with emphasis on catering packs, increasing production efficiency and shielded the company from seasonality pressure.
- Developed 4 new products with 16 product designs, to capture market shares in growing product segments, increase production line utilization, maximize annual sales and ROI.
- Developed and executed in 1998 a restructuring plan for the sales and distribution operation to reduce annual expenses by approx. SR 2.5 million, which improved the company’s competitive position.
- Developed and launched various consumer and trade programs, by segment, leading to over 100% incremental sales in major accounts.
- Conducted periodic Training Seminars on Sales and Merchandising to Branch Managers, Supervisors, Salesmen and Merchandisers, to ensure team’s focus on in-store presence and product support.
- Improved customer service, with focus on tracking customer complaints by route and enforcing daily sales route report, on time deliveries and maximum 12-hour response to incoming orders. Put also in place a Pre-seller System to serve over 200 type “A” customers and increase VPO.
- Put in place annual incentive programs to Key Accounts and Wholesalers.
- Established a department with 10 people responsibility, 60 key accounts, and sales of 500, 000 cases.
- Achieved highest in-store presence within PEPSI’s Middle East Division, ranged from dominance in share of space to the deployment of high profile merchandising equipment.
- Developed tailor-made marketing activities and consumer programs among chains handled with excellent payback and record sales.
- Put in place performance tracking systems on most minute indicators of operation leading to effective spending behind packages, brands and activities, and driving sales with double-digit growth.
- Achieved highest share of segment in outlets handled through this dedicated organizational focus and blizzard of activities conducted.
- Negotiated and closed exclusivity agreements with leading retail chains, restaurant chains, 5-star hotels, catering companies…etc.
MBA from Southwest Texas University
BBA from The University of Texas at Austin