Ibrahim Khalid

Afrah Tobacco Co is a Sudanese group that has factories in Sudan and UAE producing Molasses and Cigarettes and distributing in the local markets of Sudan and GCC whilst exporting its Molasses brands all over the world . My role;
• Advisor to GM & group owners in all matters related to business in the fields of cigarettes, Molasses and foods which the main lines of business of Afrah group in Sudan, UAE and export markets.
• Acting GM of Afrah Cigarettes factory in Sudan managing the operations, administrative and distribution teams.
• Fully restructured Afrah Tobacco business model by splitting the cigarettes and Molasses factories and teams to act as separate operating companies.
• Selecting, interviewing and recruitment the required talent in lines of production, HR, Supply Chain, Product Quality, Marketing and Distribution.
• Successfully launched two new brands with four SKUs through creative marketing campaign and enhanced distribution which led to doubling Afrah Tobacco cigarettes’ market share from 2% to 5%, and 85% for Molasses and Shisha products
• Implemented cost optimisation to enhance the profitability and managed to reduce the production waste from 25% to less than 2% whilst enhancing the product MQI/PQI to match international standards.
• Used the network of Tobacco dealers that was built through long years of services to support the export of Molasses products to North Africa, Europe and USA markets.
• Worked under pressure of deteriorating economy of Sudan and increasing competition from BAT & JTI through adaptation and market knowledge and managed to bring Afrah on the Radar as key players among key players

1- Represented BAT at all levels and led the engagement with government and the rest of the industry in all matters that relates to the Tobacco industry in Sudan.
2- Restructured BAT Trade Marketing resources in Sudan to achieve an efficient and effective Route to Market strategy.
3- Regained Benson & Hedges (cigarettes’ brand) market share and performance in record time (six month of the re-launch) using proper pricing and route to market strategy
4- Managed the local distributor change process from Haggar Tobacco Co (bought by Japan Tobacco International) to Blue Nile Cigarettes Company ( new BAT distributor in Sudan) with minimum loss in terms of volume, cost & time.
5- Representing BAT in the Sudanese Cigarettes and Tobacco products specification drafting committee which is responsible for preparing and setting the specifications of cigarettes and Tobacco products in Sudan.
6- Managing the TM&D teams, Operations team in addition to supervising raw material supply chain.
7- Member of Sudan Boomerang Project that concerns BAT future in Sudan

Rothmans UK Trading Ltd is part of British American Tobacco group, the world's second largest tobacco manufacturer. Rothmans UK Trading Ltd is partner to the Libya Tobacco Co (the Tobacco monopoly in Libya). LTC manufactures and distribute BAT brands in Libya under the supervision of BAT team on the ground.

As Country Manager, reporting to North Africa area Director and member of BAT North Africa Area Leadership Team, I’ve managed a team of 6 Operations technicians, one Regional Sales Manager, 2 Area Manager and 9 Trade Marketing reps.

Main responsibilities;
1-Representing BAT at all levels in Libya.
2-Preparing annual budgets & forecast.
3-Controlling Sellex and brand related expenditure
4-Engagement with government stakeholder in matters related to excise, regulations, specifications and public matters.
5-Managing local suppliers in the fields of services, financial support, Trade Marketing and brands.
6-Led BAT negotiating team that signed off the Manufacture under License agreement with Libyan Tobacco Company.
7-Headed the project team responsible for setting up Rothmans production lines

BAT UK & Export Ltd, partners with United Tobacco Company (Jordan), Falcon Company (Palestine) and J. Sarrafe, Malia Group (Iraq)

Regional Manager for Jordan, Iraq and Palestine, reporting to General Manager of Levant & Yemen zone, I have managed a team of 70 employees, downsized to 40 by 2007, consisting of 5 Area Managers, 6 Sales Supervisors and 25 Trade Marketing & Distribution reps in addition to supporting functions such as Supply Chain, finance, CORA, Legal and Operations teams.

Main responsibilities;

1.Representing BAT at all levels in Jordan, Iraq and Palestine.
2.Managed three distributors plus factory in Jordan
3.Preparing annual budgets & forecast.
4.Controlling Sellex and brand related expenditure
5.Engagement with government stakeholder in matters related to excise, regulations, specifications and public matters
6.Designed and oversaw business remodelling initiative in Jordan to move the loss-generating country into profit
7.Restructured operations and downsized team in Palestine to significantly increase profit margins after a cost efficiency exercise
8.Member and major contributor to Iraq re-entry project team who planned and executed the changes of Iraq business model and the appointed a new distributor

BAT UK & Export, Yemen, Partners with Hayel Saeed Anam Group, National Tobacco & Cigarettes Company and National Tobacco Company who are the three cigarettes manufacturer in Yemen.

As Head Of Trade - Yemen reporting to Yemen’s Country Manager, I have managed a team of two Regional Managers, four Area Managers, thirty two Trade Marketing and Distribution representatives in addition to the sub-distributor’s sales team whom I managed indirectly.

Main responsibilities:

1.Brand, sales and trade marketing planning and forecasting across local and international brands.
2.Directly accountable for all distribution and trade marketing activities.
3.Leading, managing and motivating a diverse team comprising of sales representatives and supervisors, trade marketers and regional managers.
4.Controlling brand, sales volumes and Sellex budgets.
5.Liaising closely with the three manufacturing plants to ensure adequate product volumes are maintained and to overcome distribution issues to meet levels of demand.
6.Briefing marketing agencies and brand marketing division on requirements for ATL/BTL related issues.
7.Trade Marketing & Distribution team training and development.
8.Member of the Strategic Planning Committee for Yemen, responsible for designing and implementing the 10 year strategic plan for Yemen, 2000 - 2010

Reporting to Country Manager Yemen
I’ve managed a team of 10 Trade Marketing Representatives in addition to distributors’ sales force, and worked in different areas in Yemen including Sanaa and Aden.

Main responsibilities;
1.Directly accountable for all distribution and trade marketing activities in designated region
2.Distribution and Trade Marketing planning and forecasting across local and international brands for designated region
3.Trade Marketing & Distribution team training and development
4.Designated regions Sellex, BSE budget holder