خالد منصور

Group CEO (Retail and Distribution) AMEA
Reporting to Chairman of the Board www.baja.com.sa

In charge of developing and deploying a 3-year strategic plan, financial efficiency initiatives, and operational excellence programs leading to taking the group to IPO. I launched a comprehensive business transformation program to generate growth and create value for shareholders.
Managed to assemble a best-in-class C-level new leadership team.
Managed to close 2021 financials with adjustments to cover all risks associated with the legacy operating model.
Delivered a First-Time ever Net Profit of 12.3% two months in a row in November and December of 2021.
Created organic and in-organic growth tractions for all categories across channels and regions.
Increased volume market share by 5% in Nuts, 4% in Seeds, 25% in Coffee and 300% in Tea (low base)
Crafted new Gross to Net strategy and launched a Net-Revenue management tactical plan.
Launched a digital transformation plan including of CX platform, ERP, HR services automation.
Turned around key business units and channels from financial loss to positive net profit performance. This included Retail, E-comm, Foodservice and the export business.
Improved GM absolute and % by 5.2%.
Reduce Total Operating expenses by 2.5% vs SPLY and 8% vs Budget.
Cleaned up the BS issues by reduced total inventory by SAR 100Mil in 6 months, launched A/R collection & reconciliation drive, asset registry, new supplier A/P terms.
Working capital revitalization leading to settling more of bank loans, paying out dividend and meeting shareholder’s pending obligations.

• Introduced an initiative to drive efficiencies in the sales and distribution cost lines.
• Led the integration work steam of integrating several acquired companies into the existing route-to- market (Nabil Foods, AlFoah Dates, AlFaisal Bakery, Voss as an executive distributor).
• Launched a three-year strategic plan to double the turnover of the Home & Office Distribution business unit whilst sustaining the improved gross and net margin figures.
• Revamped the eCommerce business performance fueling substantial growth and net margin. Stated a gross-to-net management journey to improve net revenue management and price per liter. Restructured the sales, operations, and category teams to drive better collaboration.
• Improved the performance of our direct-to-consumers business (over 25 Retail outlets) by relevant activation and merchandising strategy.
• Elevated the performance of the MT customers by using ePos to drive growth and value. Led a project intended to transform SAP capabilities for Sales and Distribution.
• Fueled growth in Traditional Trade by segmented distribution and relevant activation.
• Secured consistent double-digit growth in the Food Service channel via customer acquisition, innovative solutions, range expansion and an improved customer experience standard.
• Launched Picture of Success execution standards across retail channels.
• Started the Export business unit for Agthia Group to create non-organic growth traction.

In charge of optimizing the company’s current portfolio and collaborating with marketing to accelerate growth through relevant innovations and product extensions based on consumer insights. The role includes overlooking and developing Go to Market strategies, effective Channel traction priorities, Promotional Management, Customer and Route profitability, Chilled-Chain and waste management, range selling and product distribution. The scope of the responsibility spanned over many counties in the AMEA region managing direct distribution, managed distributors and channel/country distribution networks. My team and I currently deliver gross sales of SAR 2.5 Billion and manage a 3400 strong Sales & Distribution organization spanning over the GCC covering over 40, 000 customers with the second largest chilled-chain distribution fleet in the region.

Responsible for multi vertically-integrated business units in the MENA Region with an aggregate turn-over of 1.45 Billion SAR powered by an organization spanning over 3000 fulltime associates.

Directed all country operations of the multi-billion Saudi Riyals business with goals of optimizing revenues, maximizing profitability, increasing distribution, and securing gold-standard in-store visibility while creating efficiency sustaining business systems, ramping up market presence and develop an effective team to help drive business growth in the market.

As an integral member of Ontario Site Leadership Team (consisting of Manufacturing Director, HR manager, Technical Manager, Sales Director and Service & Distribution Director) I was responsible for the fulfillment of the annual marketing/sales plan on time at 99% service level. My direct responsibilities were to manage forecasting, production planning and scheduling activities, , procurement of raw materials, supply relationship management, manage, monitor and optimize supply chain processes (end-to-end including the receiving, warehousing and inventory control, distribution, transportation and CRM processes), and manage material-handling equipment and fleet maintenance functions.

I was responsible for the effective and efficient supply of all food products including frozen and fresh meat, all dairy products, juices, and frozen food to all store banners (over 1 million skus per month to over 600 banners including Hyper-Market to discount food chains to small formats).