Executive Secretary To The General Manager
The Coca-Cola Bottling Company of Saudi Arabia
Total des années d'expérience :27 years, 7 Mois
Accomplished volume and profit objectives in line with the market share expectations of the Coca-Cola Company, while providing
strategic leadership and road map to the Coca- Cola Bottling Company of Saudi Arabia (CCBCSA) Team. Devised and executed a post
taxation channel pricing strategy that increased sale, improved productivity, and protected the bottom line. Launched still beverage
and maintained a balance between sparkling and still beverage with the collaboration of The Coca-Cola Company that increased top-
line revenue.
* Grew sales and revenue through launching an effective package price channel strategy
* Curbed Operating expenses by initiating synergy project with the Olayan operating companies.
* Employed best practices and procedures in strengthening customer relationships and smart hiring practices to gain market
shares as expected by the company.
* Directed plant relocation and capability project in record time to resolve zoning issues and upgrade the facilities and equipment.
Built, developed and led a highly skilled and professional sales team to attain set sales goals, targets, and revenue. Identified needs for
skills improvement and organized effective training programs for sales staff to increase productivity and improve execution.
Prepared sales and marketing budgets region wise, introduced Photo-Recognition market execution software. Led the entire
recruitment process and selected the right candidates, while ensuring compliance with the recruitment process and policies. Developed
strategic channel plans in collaboration with The Coca-Cola company to flawlessly deliver products to end consumers.
Played an integral role in establishing company presence and operations within KSA markets by planning, leading, and launching new
products. Developed incentive programs for sales staff to attract and retain potential customers.
Spearheaded several projects, including Right Execution Daily (RED), Revenue Growth Management (RGM), and Route to Market
(RTM). Evaluated market performance and designed corrective actions that improved brand awareness.
* Achieved extraordinary market share, doubled revenue, and increased revenues by up to 65% by leading and executing the
first-ever consumer price increase in Saudi Arabia.
• Directed project teams and obtained proven results, while executing geocode based routing and dispatching models (ORTEC) and first-ever photo recognition market execution tool.
• Development of Supermarket channel strategies to maximize growth & horizontal expansion of Restaurants channel
• Returned company to high profitability through efficient restructuring of resources and proper vertical and horizontal expansion.
Adopted best practices and procedures to stabilize market share losses. Led execution of a full Every Outlet Survey (EOS). Found and established competitive distributors that smoothly connected manufacturers and customers, enhanced company's reach to the end consumers, and increased sales and improved execution.
• Restructured a sales team by establishing and promoting a culture of teamwork, communication, objective setting, and performance appraisals which reversed negative sales trends.
• Gained competitive advantage and grew volume up to 7% in 2006 and 21% in 2007.
Ensured profitable growth in sales and revenue by planning and managing eastern region team to meet and exceed budgeted profit and
loss numbers. Analyzed financial statements, provided a snapshot of organization’s financial health, and gave insight into performance,
operations, and cash flow, as well as recommended industry-based solutions.
Prepared monthly forecasts that accurately predicted performance of business for the next month. Utilized in-depth knowledge and
experience and enhanced warehouse and distribution efficiencies to maximize space, streamline operations, and promote productivity
among workers. Evaluated market performance to predict and gauge operational and market risks. Prepared sales and marketing
budgets with the coordination of sales, finance, production, and marketing departments.
* Merged the Hafer El Baten branch operations in the eastern region that produced a 10% growth in performance.
* Enabled cheaper channels to grow by an average of 12%, while limiting the wholesale channel growth to 7%.
* Expanded the business vertically and horizontally by implementing channel plans for every channel.
Prior experience as Regional Sales Manager, Regional Business Development Manager, Area Manager, Regional Key Accounts
Manager, Regional Marketing Services Manager, and Marketing Supervisor within The Coca-Cola Bottling Company of Saudi
Arabia
Prior experience as Regional Sales Manager, Regional Business Development Manager, Area Manager, Regional Key Accounts Manager, Regional Marketing Services Manager, and Marketing Supervisor within The Coca-Cola Bottling Company of Saudi Arabia
Master of Business Administration in International Business & Marketing The Bernard M. Baruch College of the City University of New York – New York, NY
Bachelor of Business Administration in International Finance The Bernard M. Baruch College of the City University of New York – New York, NY