Chief Executive Officer
Saro for Business & Industrial & Investments
Total years of experience :22 years, 7 Months
Main responsibility centers around investment in new ideas in the market and buying shares of promising companies, buying shares from troubled companies, invest in brands from abroad, studying the economic situation for companies.
I am in-charge of 8 companies under the Saro:
1. Fahad Al Salem Food Company, which has two brands:
a. Kaak Wa Joben (Lebanese concept specialized in Kaak and bakery.
b. Finger joint (specialized in crispy fried chicken.
2. The perfect taste Company and Hack Shawarma, specialized in all types of shawarma, grills, juices and pastries.
3. Décor Address, contracting and engineering, construction, specialists in the construction of
restaurants and coffee shops.
4. Makasib Company, a consulting company specialized in food consultancy and a feasibility.
5. Neska Company, specialized in developing its own brands:
a. Crnsh, a fast food restaurant for fresh fried chicken
b. Allwi is shawarma brand made of fresh local meat
c. Biga, a fast food restaurant specialized in meat burger
d. Bokees, restaurants specializing in grill chichen and Bukhary rice
e. Rosella, and Italian restaurant
6. Tiger Sugar Company: a franchise from Taiwan, serving drinks, bakery and desserts.
7. Teros Café, specializing in specialty coffee.
8. Chef Duha, a restaurant specializing in Middle Eastern cuisine.
Accomplishments:
1.Establishing Al Masa Coffee Shops, Presto Café, Central Kitchen and Mauro, Ghirardelli,
Stasero, Presto Cappo and give strategic guidance and direction to ensure that the cafes
achieve their mission and objective.
Key Accountabilities:
1. Executive with full P&L responsibility, partnering with the executive team for providing the
best accessories needed by cafes, hotels and restaurants in addition to professional and
technical training and consulting services to its customers.
2.Fostering a collaborative, proactive, implementing organizational structure and enforcing
strict controls across departments and within operations.
3.Competencies, both in the operational and sales function, maximizing the profitability through
the implementation of effective cost controls, revenue optimization, reservation sales,
maintaining consistent standards of service, etc.
4.Devising and delivering the strategic optimization plan for day-to-day running of the café,
including setting direction, allocating resources, monitoring health, safety, and hygiene.
5. Collaborative leader with unwavering integrity; loyal to the organization and its members.
Accomplishments:
1. Developed projects plan for scaling the organization through successive multi-year organic
growth including organization design, sales development, bakery operations streamlining and
supply chain processes, change management initiatives, best practices and new bakery
expansion of Factory and Branches in KSA, Kuwait and Bahrain.
Key Accountabilities:
1.Guided the executive management team on implementing annual
performance plan and budgets (P&L) and made recommendations on
important business decisions and marketing plans.
2.Plan marketing and sales strategies, overseeing, coordinating and major
aspects of implementation annual work plan and operations to achieve
the organizational mission.
3.Planning, developing, and coordinating the execution of detailed business
plans, ensuring that all financial goals are met or exceeded; deployed
maintenance plan for the equipment’s in the factory and showrooms and
monitoring compliance with company policies and Saudi Commercial
Rules.
4. Find opportunities to expand the company’s reach.
5.Pushing the existing business forward by identifying new, streamlining
sales and distribution activities and scrutinizing external emerging
developments and factors that can affect the marketing operations.
6.Actively contributed to the overall financial outlay of the organization
directing and assessing supervisor’s division’s work, area managers &
branch managers performance and employee’s evaluation to enhance
service parameters.
7.Negotiated long-term agreements with suppliers in liaison with purchase
department, maintained competitive pricing, led yearly cost reduction
activities, monitored quality and delivery performance.
8. Represented the company in and out KSA and collaborated with the Sales
and Marketing Department for effective promotions and marketing
efforts.
Key Accountabilities
1.Ensured customers get a fast, accurate, friendly experience.
2. Providing top-notch training for staff and managers.
3.Make sure the restaurant delivers great quality food to customers,
maintained high customer satisfaction rate and enforcing measures to
contain food cost in coordination with Finance and Cost Control.
4.Participated in P&L budget planning and interfaced with suppliers to
obtain product information, such as price, availability, delivery schedule
and analyzed information to provide inputs to procurement purposes.
5.Compiled restaurant purchase orders and maintained logs of items/services procured, costs,
delivery time, product quality, performance and inventories, etc.
6. Systemized tracking system to check inventory, movement of products, turnover, safety
stock, lead-time, re-ordering Point and maximum/ minimum stock levels as well as monitored
overstocking, shelf life, damaged/ defective stock, Obsolete stock, etc.
7.Planned and led all market promotion and advertisement requirements of the branch in
liaison with the branch team to improve the profitability of businesses by ensuring quality
control and a pleasant experience for their customers.
Other Relevant Experiences:
Marketing Assistant at Dar El Sayarat Trading Co. (Sept 1991 - Jul 1998).
PHD in Human Resources Development – New York University – Online 2012
Master Degree in Management, Ambassador University 2007
Diploma in “Restaurant Leadership Practice (RLP)” from Hamburg University – Chicago Jun 2003
Business Degree, Applied Since University 1997