Commercial Director
Delivero Hero
Total years of experience :22 years, 11 Months
Delivery Hero is a European multinational E-Commerce company based in Berlin, Germany. The company operates in 40+ countries internationally in Europe, Asia, Latin America, and the Middle East.
Key Responsibilities:
•Setting overall commercial strategy for the country (mission, format positioning), defining and approving strategic guidelines (i.e. Divisions/ Departments/Category plan, Sourcing, Layout, Communication, Private label, …), ensuring consistency of different Category Managers.
•Setting sales, purchase &inventory targets across the company.
•Planning &organizing the marketing activities to achieve targets.
•Negotiating contract deals with suppliers, in addition to building the foreign/imports and private label range.
•Supporting in major negotiations with suppliers - international and local suppliers Advertising and research agencies, etc.
•Finalizing policies, procedures, and standards (i.e. service level, imports incidence, suppliers standards, categories maintenance, negotiating terms…)
•Setting the guidelines/processes for imports (suppliers standards, show trades activities, negotiation standards…) in line with the overall merchandise Strategy
•Ensuring proper implementation of policies, procedures, and standards such as service level, imports, suppliers standards, categories maintenance, negotiating terms, etc. for each department in the Division.
•Reviewing and periodically revising assortments and pricing decisions developed by the country manager.
•Ensuring cost-saving and effective purchasing.
•Assess and report to Regional Director of the Division across the store - sales, gross margin, Profit & Loss - and consistency with the Company commercial strategy - price positioning, basic assortment, etc., and raising appropriate reports.
• Reviews pricing strategy versus price audits by market, to ensure no margin erosions while maintaining our budgeted gross margin.
•Ensuring cost-effective management of stores, suggesting/directing improvement actions/alignment with best practices, and coordinating with Corporate Functions.
•Monitoring trends in the marketplace, including the competition and validating action plans for improvement.
Ragab Sons Company established in 1970 as a wholesale organization, in 1989 the company established its first branch in the retail trading and now became one of the biggest companies in the retail field in the Egyptian market.
Key Responsibilities:
•Identifying, developing and directing the implementation of business strategy.
•Setting sales, purchase &inventory targets across the company.
•Planning &organizing the organization’s activities to achieve targets
•Responsible for the Profit & Loss of the business.
•Managing and developing the performance of the commercial team.
•Monitor the annual year contracts negations with suppliers
• Building Suppliers relationships that result in revenue and profitability growth.
• Keeping the company’s reputation in the market & with customers & suppliers.
•Identifying key marketing activities.
•Ensuring that all costs are within budget.
•Conducting market research and analysis to create detailed business plans on commercial opportunities (expansion, business development etc.)
•Reviewing existing products, services and markets.
•Assessing the risks to the business of any new commercial opportunities.
•Liaising with relevant internal departments to ensure that customer needs are met and those customer requirements are fully communicated throughout the business.
•Ensuring that all commercial activities meet or improve on budget, cost, volume and efficiency targets (Key Performance Indicators (KPIs)) in line with business objectives.
Arma Group consists of Arma Food Industries (AFI), Arma Oil Industries (AOI), and Arma Soap and Detergents (ASD).
Arma is one of the leading industrial groups that producing vegetable Ghee, Edible oils, soap, and detergent.
I was responsible for managing the business of the Modern Trade, Key Retail, HORECA, and Public Sector. Direct a team of 12 sales managers and their respective staff (approximately 170 employees), Ensures consistent, profitable sales growth through edifying short and long term objective, strategies and action plans.
Key Responsibilities:
•Responsible for the establishment of both annual and monthly sales objectives in coordination with the Company's business plan.
•Responsible for coordinating the specific objectives of the Sales Plan with all of the functional departments of the company and, most specifically with Finance and Marketing.
•Developing and implementing quarterly and annual sales programs, plans for every sales manager.
•Developing the annual trade marketing plan.
•Develop short-term and long-term strategic sales plans, revenue goals by customer.
•Develops specific plans to ensure sales growth in all company products.
•Establishes and adjusts selling prices by monitoring costs, competition, and supply and demand
•Collaborates with the Finance department to establish and control budgets for sales promotion.
•Maximizing work relationships with the customers.
•Creating training and development programs for sales managers.
Makro Egypt
Member of METRO Group
METRO Group is one of the most important international retailing companies. Metro Cash & Carry sales division is the international leader in self-service wholesale trade. It operates under the brand names METRO and Makro in 30 countries in Europe, Asia, and Africa, directly report to MD, in charge of developing and implementing the Food strategy for defined categories by guiding Category Managers and Assistant Category Managers in the direction of achieving targets through excellent execution and defining and executing the purchasing policy of the relevant Buying division to achieve all financial targets of all categories.
Dry Food includes the following categories:
•Edible Grocery.
•Canned goods.
•Detergent.
• Toiletries.
•Sweet & Confectionary.
•Soft Drinks.
•Household items.
•Paper.
Key Responsibilities:
•Definition of yearly budget in terms of sales, gross profits, and later incomes per buying department and per article group.
•Responsible for defining & implementing the buying strategy.
•Monitoring & guiding the Supply Relationships & Trading Agreements.
•Definition and communication of:
- Purchasing strategy: Products & range, Price, Promotion, Place.
- Commercial & Marketing Policy: METRO Post, leaflet, catalogue, etc.
- Layout and merchandising in consultation with Merchandising Manager.
- Create, develop and follow up on new concepts and projects.
- Define and follow-up Agentrics auctions.
- Follow-up MAP and international joint buying.
- Manage & participate in the Category Manager visit to top customers to evaluate, identify their needs or opportunities.
- Defining the products in each category based on customer needs and identifying suppliers (local and international) and establishing a relationship with them, negotiating terms and conditions, and ordering and reordering processes.
- Developing along with Cross-Functional teams the Standard Operating procedures, based on local needs and international norms, for their set of Categories, for the approval of the Country Board.
- Follow-up of performance of each Category Manager down to the article group level and per store.
- Follow up and monitor Category Manager consistent observation of the activities of competitors, collect data and analysis to make up-to-date information available on the activities of competitors.
- Analysis of market information; follow new developments and trends in order to be up-to-date on the situation on market.
- Ensure that merchandising data kept updated, valid & reliable.
- Coordinate, plan, and monitor the implementation of all promotional activities, within the product group to comply with the sale plan to create competitive image and ensure that it reaches target customers in a cost effective manner.
- Develop and maintain a supplier base in Egypt and abroad, exploiting opportunities for synergy with Metro companies to satisfy volume, cost, quality and delivery requirements.
•Responsible for staffing, leading, coaching and developing the relevant buying departments.
•Monitoring & approving the category strategy & contribution in merchandising strategy.
•Plan and develop appropriate methods of distribution for goods so that the company obtains maximum benefits and ensures maximum product availability.
•Administer smooth & deep cooperation between the Category Manager with the stores also in connection with suppliers, assortment, and dealing with re-consignment.
•Keeping contact with the suppliers on a regular basis.
Sideways: Merchandising, Field Ops, Store Ops, Marketing and Customer Management, Other Heads of Buying, Own Brand, Import, Accounting Department, Legal Department, Quality Assurance, Controlling Department, Logistics Department, Quality Assurance Department.
Adco Egypt is the market leader in the all-purpose liquid detergent and in the bleach categories. In addition, Adco produces floor cleaner, scouring powder, and glass cleaner. Adco has a lot of brands such as (Fiba-Cloreal-Maxell-Glaci-Crystal-Diva-Pearl-Fama-Speed…..).
Key Responsibilities:
•Managing the Sales & Merchandising for all Modern trade customer in Egypt (Carrefour& Metro & spinneys & Ragab son's & El-Mahmal & Abo zekry & Soudi &Alfa &Hyper one&
El- Hawary).
•Manage the operational and fiscal activities of the department to include: staffing levels, budgets, and financial goals.
•Responsible to meet department productivity and quality goals.
•Plan and develop systems and procedures to improve the operating quality and efficiency of the department.
•Analyze and document business processes and problems. Develop solutions to enhance efficiencies.
•Direct staff in the development, analysis, and preparation of reports.
•Supervise staff in accordance with company policies and procedures.
•Coach and provide career development advice to staff.
•Establish employee goals and conduct employee performance reviews.
•Responsible for staff scheduling to include: work assignments/rotations, employee training, employee vacations,
•Coordinate with Human Resources for appropriate staffing levels.
Unilever is a multinational consumer goods company. Its products include foods, beverages, cleaning agents, and personal care products such as (Lipton-Fin Foods - LUX-Dove-Sunsilk-Clear-Signal-Closeup-Axe-Rexona-Comfort-Cif-Sunlight). I worked for Unilever for 5 years and got promoted 3times for excellent performance.
Dorra Group is one of the leading construction companies in Egypt.
I was responsible for preparing the necessary material for Fysal Islamic bank Project.
Key Responsibilities:
•Maintaining accounting records and preparing accounts and management information for the companies.
•Reviewing the company's systems and analyzing risk.
•Preparing financial statements, including monthly and annual accounts;
•Providing financial advice.
•Establishment of the new companies.