Commercial and Marketing Director
Knauf
Total years of experience :22 years, 9 Months
Production of Plasters, mix Plasters and Plaster boards systems, Metal Profiles and Skim Coatings.
62 employees under my responsibility, 7 direct report managers, 100 million Euros sales; 680 customers
Executive Director, responsible for all departments involved directly in sales processes: distribution network sales, specifications and project sales, marketing, training academy, as well as the customer service department and sales operations.
Also in charge of the operations and business of Knauf's subsidiaries in Algeria (Knauf Aquapanel; Knauf Insulation; Knauf Ceiling Solutions ex AMF, PFT)
⃘Built an effective and continuous coordination between the departments under my responsibility; Led all commercial and operational excellence around a common team project for better Synergy (guide each employee and department head to contribute and act to achieve assigned tasks and results for projects predefined on the global focus areas and strategies, Continuous business analyses tracking and monitoring for defined and designed projects, keep track on periodical coordination meetings and feedback, create and implement reporting process at all level and ensure effectiveness and best information and situation capillarity, Ensure delegation matrix for better and easy operations flow, Assign complementary KPI matrix and confirm effective adoption and followup, ...);
⃘ Integration of continuous improvement and business excellence plans and tactics in different processes and products, which helped the company to initiate factual and effective diversification strategies, design and implementation of pack system, complementary and cross selling offers that secured better sales volumes, values and margins (succeeded even during Covid and recovery periods)
⃘ Several digital marketing integrated projects designed and implemented into different business processes: Sales Force CRM as business champion role, Distribution network mapping and management mobile application, Interactive Website integrated to global, Training Academy Registration and Certification Tracking Page, Painters Loyalty Program and Mobile Application, Tableau Customer Satisfaction Survey Report, implementation of e-commerce offers through Warchatic platform, Design and launch a dedicated ordering internet process for dealers and key clients...);
⃘Perfect steering to restart the business after the upgrade and commissioning of the factories which doubled the local production capacity for all products;
⃘Design and issue appropriate distribution contracts and secure sales conditions with 246 distributors (formerly 100),
⃘Setup and Launch of direct B2B specifications and sales offers dedicated for prestigious and selected construction projects; which allowed the company to secure better system and pack sales results, better margins, long term and constant sales program; referenced projects branded and better competitive advantage)
Business and Strategic plan - Set up and operate the new projects and direct sales department - Technical specification and commercial conditions designed and implemented - Ensure the expansion of regional presence through technical specifications and direct sales activities (B2B); Audit of the distribution network -
54 employees under my responsibility, 5 direct report managers, 10 million Euros sales; 150 customers
⃘ Set up and launch of the technical and project sales department (B2B) (secured key project references, +40% of total turnover)
⃘ Audit of the Franchise Retail network and implementation of an adapted improvement and recruitment plan (significant sales leads converted, strong distribution network concept shaped, Store and stock management process implemented, increasing cross and additional sales achieved)
⃘A comprehensive paint retention program designed and implemented at all levels, including processing store management tools, the digital order process and retail statistics, and the reporting process. (These initiatives generate significant customer engagement and improve NPS and CSAT scores);
⃘ New brand Paints and products developed and launched that have successfully met the expectations and requirements of project clients. Initiative generates +25% more sales in the project segment.
Business Strategy and development - Project Acquisition feasibility and opportunity , Market Feasibility Studies and Business strategy Plans (Project Alas Aluminum Algeria, Business strategy OXXO) - Project details launch plans and marketing activities - New Managers Training and on boarding business process - Sales development support (a part of consultant team) .
Producer of Decorative, Industrial, Marine and Powder paints
54 employees under my responsibility, 7 direct report managers 30 million euros sales;
I joined the Regional Export Management team in 2008 based in Dubai as Sales and Marketing Manager Algeria in charge of the Algerian Operations before being assigned to the position in mid 2011 of Sales and Marketing Director Algeria - Country Manager based in Algiers.
⃘Active member of the regional advanced group involved in different projects, initiatives and Sales operations around the region related to new markets (Syria, Jordan, Algeria, Tunisia, Morocco, Irak, Iran, Ghana ...), which allowed me to acquire better expertise in regional practices and have operate in different regional markets around Middle east and North Africa.
⃘Jotun Algeria agent assessed and selected to address local direct construction projects for protective and powder coatings offers with the support of the regional technical and sales teams. On the same context, I’ve set up and Launched the first distribution network in Algeria assuming Jotun decorative paints concept presence in major districts and wilayas;
⃘Managed the incorporation, establishment and starting operations of the Jotun subsidiary office in Algeria; (Implementation and feasibility study processes, Business plan and commercial and marketing local plans - Financial analyses and budget management - Funding plan and processing - Operational excellence - Production and importation plan and followup - Local Team hired, engaged and on boarded according to global Jotun HR processes and policies - Local after sales services and customer service departments designed and operated;
⃘Massive marketing communication and branding campaigns designed and launched in local in synergy with regional actions which allowed effective and wide brand adoption and great awareness of local offers and assortment selection;
Dealer Distribution Concept designed and local distribution network expanded to all paint segments and strengthened with dedicated recruitment process.
MENA market leader in the tissue markets - baby diapers; female pads; napkins; ...)
Member of the Management Committee - Interim Country Manager position - Sales and Marketing operations -Setting up the sales department and commercial processes - Launch and adoption of national wholesaler distribution network and direct sales to key accounts contracted - Setting up of the general sales conditions - Adoption and launch of the CRM and the ERP in local - Sales team hired and on boarded - Sales logistic and operations built and operated with great success.
FMCG Producer of Baby diapers, Female Pads and adult incontinence
18 employees under my responsibility, 5 direct report managers 115 million Euros sales;
Responsible for implementing and adopting sales and marketing strategies and action plans; also responsible for re-branding and new product launch projects. I have evolved the company's offers from one SKU/product representing more than 95% of the group's turnover to a full range of products and brands, ensuring a better sales mix and draining more margins and turnover while increasing the market share from 23% to 38% on the group's flagship brand (Awane);
⃘ Put in place the new Sales and Marketing Structure/Department including the staffing and integration of the old teams;
⃘Definition of the new strategic orientations of the group as well as the adoption of the commercial and marketing plan articulated mainly on a major and strategic project which was the re-branding operation as well as the conception and the launching of new products going from the product content to the design of the brand as well as the range declension;
⃘ At the same time, I have implemented an ongoing sales and marketing action plan to support internal and external change. (Print and media production, communication plan, launch internal and external training, media and non-media strategy; merchandising and advertising at the point of sale, product positioning, market research & qualitative studies in focus groups, retail and media monitoring, monitoring and competitive intelligence, direct and operational marketing ...
⃘ Extensive development of the distribution network at the national level with the consolidation and assessment of the existing network as well as new contracts secured for direct and indirect sales with new partners (achievement of a national distribution rate of 95% and great success of the re-branding operation)
Fast Moving Consumer Goods - Producer of Milk, Carbonated soft drinks and food enhancements Segments
15 employees under my responsibility; 4 direct report managers, 50 million Euros sales;
In charge of setting up the structure and then the marketing department as well as the marketing activities of the new commercial and production operations of the Promasidor group in Algeria. Project established from scratch and launch of import and sale of milk powder for processing industries to local production activities.
⃘Creation and launch of new brands of milk powder and juice powder drinks (content, brand identity, range declination, media and non-media communication plan internally and externally; defined and implemented the strategy and merchandising plans, store branding operations, van and shop branding, events and fairs activities, in charge of all print and media production, drove direct sales network operations launch ensuring best return of investment); Loya brand became a leader on the local and international markets influencing the adaptation of the group's strategy on the milk segment in global operations; achieved a numeric distribution rate of more than 93% with a re-purchase rate reaching 2 times to 3 times a week; achieved several sales volume records never reached by the competition in local market.
⃘After the local success of these brands, I was invited by the management of the group to be part of the regional products development teams, supporting regional adaptations and the launches of the Loya brand in many countries. (South Africa, Nigeria, Ivory Coast, Senegal and Ghana); but also to participate in the launch of other brands and products in several market segments (Milk, Tea, Coffee powder, Juice powder, food enhancement ingredients ...)
Member of the board of directors (founding club) and supporting the production management and the various departments of the company involved in the launch stage.
marketing speciality enhanced with detailed advanced sales management and technics
Major of the promotion
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