Commercial Director Middle East & North Africa
DIAGEO
Total years of experience :17 years, 8 Months
* Managing a network of 6 third party distributors over a territory of 6 countries/markets
* Full ownership of delivering a yearly turnover of $87 million
* Managing a team of 35 people
* Owner & driver of the full process from market strategy & game plan to in store execution
* Negotiation of distributor contracts
* Owner of distributor route to consumer agenda: coverage optimization, activation planning,
commercial capabilities, sales force automation & joint up customer planning.
* Design the route to market, route to consumer & commercial capability strategy for MENA and
manage implementation in every country, ensuring brilliant execution
* Carry out extensive market & distributor assessments, individual & organizational capabilities
* Drive distributor screening & selection process
* Develop distributor commercial capability (universe segmentation, outlet standards, distribution &
visibility, trade terms with customers, incentive schemes etc..)
* Interview, recruit & on-board commercial & customer teams
* Carry out commercial assessments, training & coaching calendars and drive execution
* Deliver training & coaching sessions
* Develop and lead reporting, scorecard and measurement
* Ensure full engagement across all functions and levels of new strategy and ways of work
* Establish & drive clear “pay for performance” processes through distributors contracts
* Make recommendations based on sound commercial understanding of customer & consumer
insights
(Head of Global Commercial Capability - Global Best Practice)
* Winner of all 2014 global Diageo award for best practice in commercial capability.
(Global best practice in capability development and coverage optimization, leading to all times
market share record of 55% in Dubai Duty Free)
* Leading Diageo‟s global capability agenda + “route to consumer” in the MENA region
* Managing 250 brand ambassadors in travel retail (sales force effectiveness & team capability
development)
* Designing team coverage & deployment optimization plans based on consumer profile &
consumption occasions
* Building incentive schemes & motivation initiatives
* Assessing gaps, designing & delivering training & coaching calendars, measuring impact
* Designing “route to market” strategy in domestic, leading execution & measuring outcomes
* Segmentation - Customer prioritization - Opportunity identification - Coverage optimization -
Distribution/visibility scorecards - Sales force re structuring - Trade terms - Pricing…
* Developing and monitoring key commercial effectiveness metrics
* Developing & implementing commercial strategies, sales plans and profit targets
* Managing a customer base of 9, 000 accounts, selling a portfolio of 250 products
* Managing a sales force of 35 salespeople, supervisors & account managers
* Developing & executing a sales force restructuring initiative
* Managing 6 distributors across Lebanon, 2 direct distribution centers & a call center
* Studying competition strategies - identifying and acting on market opportunities
* Recommending product development based on customer needs & sales opportunities
* Handling key account negotiations
* Developing the sales force by delivering sales and marketing seminars and workshops
* Developing tools for sales efficiency
* Sourcing team leadership talents
* Leading, inspiring, rewarding and motivating a team of sales champions
* Certified corporate trainer & executive coach.
* Exclusive sales, leadership & communication trainer of the group, appointed by INDEVCO‟s
Sales & Marketing executive committee.
Lebanon - UAE - KSA - Egypt - Oman - Qatar - Kuwait - Bahrain - Greece
* Assessing development needs of 10, 000 employees (Middle East, GCC & EUR)
* Building the group‟s competency framework
* Designing & implementing development initiatives for 30 companies in 10 countries
* Developing special programs that meets specific business challenges & ambitions
* Measuring effectiveness & return on investment
* Identifying, assessing, negotiating & recruiting regional & international training companies
* Identifying, recruiting & coaching potential internal trainers & coaches
* Overseeing the planning & implementation of development events
* Creating & monitoring development budgets of all business units
* Facilitating group‟s specialized committees meetings to agree on developmental initiatives
* Drive strong business development by meeting aggressive revenue targets in 5 key countries in
the Middle East and Africa.
* Manage brilliant customer relationships with focus on key projects.
* Evaluate averda‟s business goals, develop a comprehensive expansion strategy, and implement a
tactical plan that reduces barriers to entry in the target markets
* Manage sales actions and customer relationships during the tender phase in coordination with the
tendering team and deliver, through to contractual stage, new business across the industry in line
with budget expectations
* Continuously identify and capture new sources of revenue within assigned accounts
* Serve as the primary point of contact for assigned customer accounts and act as communication
conduit for the entire averda organization into the assigned accounts
* Build and maintain a network across the waste management industry
(Startup - Manufacturing & Distribution)
* Building company‟s business plan.
* Managing sales & marketing activities for 550 clients in the HORECA sector
* Handling supplier & customer negotiations
* Financial planning & budgets control
* Meet weekly/monthly sales quotas
* Increase Philip Morris' awareness through LAS Legal Age Smokers
* Ensure that products appear in the right store at the appropriate time and quantities
* Work closely with sales team to forecast trends, plan stock levels and sales volume
* Monitor stock level in the warehouse
Weekly and monthly reports to handle sales statistics and give feedbacks about consumers' habits
* Gather information on costumers' reactions to new releases, new packaging, price variations, etc.
* Promotional activities & events management
* Sales & promotions reports analysis
Double Diploma ESA / ESCP-EAP
MBA at ESA (Ecole Superieure des Affaires) Double diploma from ESCP-EAP Europe.
BA (marketing major)
Lebanese Baccalaureate