General Manager
Mezzan Food Co. Ltd.
Total years of experience :19 years, 4 Months
• Increased the sales by 46% in 2022.
• Succeeded in controlling costs, reducing the operating expenses & improving EBITDA.
• Led the negotiation with the Ministry of Investment to shift the Potato Chips & Meat factories from UAE to KSA.
• Successfully added a new line to produce Tortilla chips in Al-Kharj Factory (340 kg/h).
• Successfully launched the Beverage category by adding the following brands:
- Heineken 0.0 beer
- RedBull & Rauch (Sub-distribution in TT)
- Vita Coco & other brands
• Lunched the HoReCa channel and boosted the export of the items produced in Al-Kharj Factory.
• Developed a new brand “MasterChef” for rice, tuna & other FMCG products.
• Enforced performance standards, policies and procedures related to operations.
• Led the preparation of forecast, budget & production control, operations, inventory and procurement.
• Develops and maintains relationships at senior levels with stakeholders, local authorities, key customers & associations.
• Ensure compliance with all health & safety standards/regulations as well as all applicable law and requirement of the SFDA.
• Successfully created a culture of innovation, continuous improvement and operations excellence throughout the company.
• Built the company organization structure to support the launching of the production & operations.
• Planned, established & executed the full setup for the Company (Legal, Marketing & Financial…)
• Championed the development of 2 new brands: “Roots” & “Nutria”
• Defined and implemented the long and short-term objectives, policy implementation and strategic direction.
• Set and administered budgets; initiate cost controls to ensure profitability.
• Control and continuously reduce the total expenses by connecting cash-flows problems; improving inventory turnover; and updating facilities.
• Planned & executed the start of the Agricultural Project (Production & Marketing)
• Conduct marketing study for the Saudi market and initiate the import and distribution of the FMCG products
• Set the business development strategy and deliver the annual marketing & sales plan
• Drafted and executed contracts with all retailers on the Saudi market
• Responsible for the procurement of all commodities (Raw coffee, cashew, pistachio, cardamom, nuts, etc.)
• Managed the sourcing, development and purchases of new products from International Markets
• Plan optimum stocking levels of all the commodities and timely replenishment in the warehouses and stores to ensure availability at all times for uninterrupted flow of business
• Maintain knowledge of all commodities, market conditions, and track price trends to proactively thwart price impacts
• Negotiate prices & payment terms with the suppliers as well as freight rates with shipping companies
• Introduced strong import strategy to improve assortment, sales and gross margin
• Efficiently managed all aspects of freight forwarder relationships including the negotiation of rates, terms, conditions and time-lines of shipments
• Select sources, build and develop relationships with Key suppliers
• Prepare yearly forecasts, approve and issues yearly contract in accordance with company policy and negotiated terms and conditions
• Manage vendor relationships and assist in building effective partnerships
• Plan & implement a strong promotional program on a weekly, monthly basis
• Monitor and maintain optimum stocks levels and ensure that minimum & maximum inventory levels are fixed
• Negotiated merchandising contracts with the key suppliers, in order to maintain solid and well implemented planogram
• Implemented a strong promotional plan, leading to a continuous growth of sales and profitability
• Involved in defining, developing and implementing Purchasing plans, policies and procedures
• Participated in negotiating all the contractual deals of the company
• Prepared the yearly forecast & targets by suppliers
