Magdy Mohammed

KSA & Levant Area (Iraq, Jordan, Lebanon, Syria & Palestine) Based Jeddah, KSA

Responsible for achieving 1.0 billion AED in different business segments (Pvt & Gov.). Leading the transformation to optimize the resources & build strong team and execute with excellence new competitive org chart in order to regain the leading position of Julphar in such key market

Key Achievements

•Managed top & bottom line targets and secondary sales targets within the set expense budget; through Country Business Managers/distributor
•Defined commercial framework for the various business channels (WS, Hospitals/PCs & Trade) and align it within the Julphar budgeted level. Achieved & optimized Commercial Conditions as per 2018 budget level (YTD Dec 2018 -23% vs PY)
•Set up KSA Channel strategy, coverage & maximized our presence in channels that drive our Rx & OTC business.
•Defined key businesses & growth drivers for KSA, ensured that all Trade Agreements and incentive plans are aligned and compliant with Julphar SOPs and signed by CEO and CFO
•Ensured successful completion of the brand portfolio management along with the new Org Chart. Current Portfolio management and creation of Commercial line to drive non-promoted brands, enrich TM capabilities for OTC range & focus on promoting Rx brands
•Empowered the marketing and TM function in order to maximize our MS and drive our leading brands in business channels
•Led the Kingdom team to enlist our brands in Rx business channels, maximize our presence & MS
•Explored new business opportunity and therapy areas entry to benchmark with our rivals and fill the current gaps in the therapy areas
•Conducted & Led ‘

Responsible for achieving 45 M€ IMS sales after swapping x-Boehringer Ingelheim CHC to Sanofi CHC toward creating a giant CHC world company
Building in 2017 the new Sanofi CHC & create class A organization after integrating the ex-BI & Sanofi CHC businesses

Build a solid business plan aligned to the marketing brand strategy & designed to deliver the correct GP and MS target by brand, category and channel.
Overall responsibility to deliver the financial commitment, net sales and in-market sales target with a robust demand forecast aligned to the inventory goals and contractual agreements

Key Achievements

•Identified 5 main growth drivers to lead all the commercial aspects & OTC business of BI-CHC (ATL, BTL, HCPs detailing, build KAM strategy & enriching the trade marketing capabilities
•Exceeds the company expectations in results & competencies for the 2ND consecutive year.
•Constantly achieved superior business results (+27% vs NS at 2015 budgeted levels).
•Achieved in 2016 NS vs target (G: +10.2% & + 45% vs 2015)
•Deliver & maximize KSA MS in line with target Market shares. Achieved distinguished growths in the leading brands vs LY (IMS, YTD Value/

Led, inspired and empowered team to achieve or exceed budgeted sales & profits targets. Grew or maintained high market shares, especially in baby formulas market. Be alert to evolving trends and influence political environment, making effective contributions to relevant policy decisions

Key Achievements

•Heading the medical sales in the new Mead Johnson Nutrition (MJN) to supply pediatric nutrition to the Gulf region ($ 200 million investment)
•Presented to the board of Mead Johnson Nutrition - Almarai JV (IPNC), the yearly budget, the company’s strategic objectives and vision
•Liaised, coordinated the efforts to build the annual forecast with supply chain, planning, marketing & other departments
•Set direction for RSMs by defining communicating and measuring against distribution, wastage, shop presence and sales targets for each Region
•Recommended yearly budget for board approval and managed organization’s resources within those budget guidelines
•Mastering the relation between MJN, our pharmaceutical distributor and the big retailers
•Ensured that the sales areas operate cost effectively and yield maximum results by regularly reviewing regional route performance & the factors that drive cost effectiveness and sales performance (e.g. call rates, frequencies, stock rotation)

Leading Change & Transformation

•Built and directed a professional medical sales team to maximize results within the Kingdom, and expanded operations throughout the GCC
•Saved 1.5 million $ in 2011 through rationalizing our margin to the retailers & our pharmaceutical distributor
•Succeeded to include the RTF of Enfamil A+ in the formulary of big private hospitals and led the discussion with the MOH minister’s consultant and the director of Medical Supply

Batterjee Pharmaceutical Company

Batterjee is one of the leading healthcare distributors in KSA. It distributes for Bayer-Schering Pharma, Bayer Consumer Care, Bayer Diabetes care, STADA, Siemens Medical Solutions, Horiba & Audit Diagnostics, Sinclair, Septodont, Heraeus Kulzer, United Pharma, Jo-River, .

Key Achievements

•Managed all the company business in Saudi market with annual turn over 600 MSR & 200 employees
•Succeeded to acquire new manufacturing companies under Batterjee sponsorship and duplicated the sales turn over in 3 years
•Shared shareholders in setting the company’s strategic objectives and vision
•Recommended yearly budget for board approval and manages organization’s resources within those budget guidelines
•Performed monthly commercial review meeting (CRM) with departmental heads and branch managers to revise the YTD results and take corrective measures immediately

Leading Change & Transformation

•Restructured the company, Optimized the resources and turned around the company from losses to the highest ever profit since decades
•Benchmarked with top 5 agents in KSA and created Class A sales & collection team
•Created ‘cost consciousness mindset’ & ‘performance-based culture’ amongst the team & affiliates and succeeded to regain part of Batterjee lost entrepreneurship
•Built strong diagnostics division for selling & marketing products of Siemens Medical Solutions, Horiba, Audit Diagnostics, Heraus Kulzer, Cavex, Septodont, Bayer Diabetes Care, Bernafon, .
•Outsourcing successfully for Bayer diabetes Care and almost triplicate Contour (blood Glucose Monitor) sales in the kingdom in just two years

Al Nahdi Medical Company (NMC), the biggest pharmaceutical retailer in MENA region (1, 200 pharmacies) with annual turn over 6.0 billion SAR (>1.6 billion $)

Key Achievements

•Responsible for all the commercial activities including sales, marketing, purchasing, pricing policy, advertising, promotion,
•Established Communication with the commercial function of Boots Pharmacies (UK) and shared the best practice in retail pharmaceutical business
•Presented to the board the growth opportunities for Al Nahdi Medical Company in short & long term and set a policy to acquire new companies under Al Nahdi's umbrella and support the retail business
•Optimized significantly the inventory and minimized the stock level to the best of NMC
•Lead the category management team to focus on the most profitable items and set the private label strategy for the company
•Set rules for listing fees & visual merchandising standards & displaying in our stores based upon categories shares
•Set standards for OTC business inside NMC outlets to benefit from the growing international trend in self-medication and OTC business & the strength of “over the counter”
•Improved the daily replenishment to our outlets with the co-ordination & support of the supply chain and our suppliers

Leading Change & Transformation

•Created and founded the commercial function in Nahdi modeling Boots pharmacies in UK
•Helped NMC to move from traditional pharmacies to the drug store concept, explore and initiate the franchising concept with Boots Pharmacies (UK) since the 2ND half of 2004
•With the medical insurance awareness increase amongst expatriates and Saudi nationals, succeeded to establish exclusive marketing tie-up with BUPA Middle East -the biggest medical insurance company in S. Arabia -covers > 1.0 M members. This marketing tie-up was conceived in the desire to maximize the business partnership potential between BUPA Middle East and Al Nahdi Medical Company
•Leading a project team to implement POS inside our outlets to monitor the sell out with the support of IT dept
•Signed an agreement with ACNielsen as retail audits to benchmark with our rivals & utilized the data to maximize the sales figures and P& L statement
•Established social responsibility and PR program for the company in 2005

Responsible for the ant-infective business unit in GSK, The 2ND largest pharmaceutical manufacturer in the world

Key Achievements

•Led, motivated & Managed the Kingdom sales force team to achieve budgeted sales in 2003 equal to 30 million £ which represents 35% of total GSK P&L.
•In

Based: Khobar,

Based: Dammam,

all the products portfolio (including wide range of Rx, vaccines, generics & OTC in the private sector in Southern Area
•Awarded “Man of The Year” twice

Sandoz -Wander Egypt (Currently Novartis)