Sales And Marketing Director
Rawabi Electric Company
Total years of experience :25 years, 7 Months
Another new challenge which leads to achieve a great success in one year order intake of 240 MSR. REC acquired my services to set and deploy new sales and marketing growth strategies (Organic, Strategic, Partnership & Internal) for the upcoming 5 years. The main goals were to develop new products/solutions, diversify revenue streams and set a new sales approach (FES). These goals were achieved with a focus on team spirit, continuous learning, skills development, and passion.
Set Department Internal/External Process to:
▪ Reduce internal grey areas.
▪ Streamline new sales orders executions.
Improve estimation cycle and sourcing network to:
▪ Reduce offers lead time.
▪ Improve offer conditions.
▪ Increase winning chance.
Leverage my local and international network to tap in new customers (EPC’s, End Users and OEM’s) which increase sales by 30% in the 1st year.
Create Customers Satisfaction Program and related processes.
Review, Evaluate, consult, change, and negotiate Terms & Conditions of Contracts/NDA/Agreements/PO’s. These reduced/mitigate risks such as Liabilities, Indemnities, Damages, Exposures and Cashflow.
Add new Power Products to tap into IEC market by localizing solutions of international technology partners such as Schneider, Siemens and Eaton:
▪ Define Scope Matrix.
▪ Make feasibility study.
▪ Agree on knowledge transfer methodology.
▪ Set Business Plan
▪ Review, Negotiate & sign Agreement.
▪ Facilitate and expedite learning curve.
▪ Acquire required resources.
▪ Make and deploy comprehensive Sales Plan.
▪ Secure orders and hence generate revenue.
Create, qualify & generate revenue (400 MSR/5years) from several new products & solutions.
Create totally new business line (Feasibility Study, Market Study, evaluate capabilities/resources, sourcing potential local/international partners, …). This was to target new growing markets (Hospitality and F&B) to diversify and expand company offering.
Propose a comprehensive Retention Plan to improve company culture and reduce turnover.
Working on several new products/solutions localization and qualification with new international technology partners.
Launch Service Initiative which secures good business worth 10 MSR.
Secure new business (7 MSR) from totally new market sector with newly developed solution for international OEM by utilizing available resources and capabilities. This creates yearly potential business worth 25 MSR.
It was a challenging task to accept Powe Division which was literally sick (5.5 MSR). This unique turnaround journey and great success that grew the division to a standalone company (55 MSR) was my first P&L testimony. In each of the following four years, we secured awesome results that surpassed what the division did in 25 years of operation. Moreover, establishing totally new profitable business line which creates opportunities to grow in several directions.
Establish Diesel Generator Business line (Products, Services & Leasing) which generates (240 KSR/Month) revenue.
Sign Partnership agreement with reputable Brand for Diesel Generator.
Secure Single Source service contract for SADARA Project testing & commissioning (3 MSR). Activities to secure this were started at project FEED Stage.
Secure the largest DC UPS order in INMA/AEG history (13 MSR) for Aramco Maintain Potential Program.
Secure the largest DC UPS order in INMA/AEG history (5.5 MSR) for SEC substations.
Carry company and group periodic management meetings, and reporting activities.
Manages division financial performance (P&L, Cash flow, budgeting, planning ... etc.) and do necessary actions to operations plans, strategy, pricing, product mix, and marketing.
Lead Marketing, Sales, Technical and Operational to deliver best possible value to stakeholders (employees, Customers and Shareholders) while mitigating associated risks.
Work with Company Shared Departments (Supply Chain, IT, Finance, HR & Government relations) to ensure all division needs and plans are fulfilled.
Set division strategies and manage execution toward company and group agreed business objectives, vision, mission, and values.
Managing Sales Department in KSA, Bahrain & Yemen for Drives, PLC, MV SS & Power Electronics to reach department record year (120 MSR) Sales Orders. ABB system offered me a great opportunity to practice, learn and acquire several professional/business and technical skills by playing various roles in short period as follow:
Leading Sales & Marketing teams to secure yearly targets and KPI’s.
Local leader for DM Division International Projects Capture Team.
DM Division Strategic Key Account Manager for SEC.
Regional Leader of ABB Global DM Division energy efficiency initiative.
Managing strategic accounts such as End Users, EPC’s and OEM’s (Pumps, Compressors & HVAC) to secure steady revenue streams and ensure access to all markets.
Development Manager for Discrete Automation Products. To develop main accounts such as Pumps OEM’s, HVAC OEM’s, Cement Factories, SABIC, ARAMCO and SEC.
Channel Partner Network Manager to provide support to partners working under ABB various Alliances.
I accepted the challenge to work as Project Manager of the first local critical project to replace eight (8) Automatic Voltage Regulators (AVR) at GHAZLAN Power Plant (1.6 GW) and QURAYAH Power Plant (2.4 GW).
In the first year, I secured the largest Power Electronic Project (10 MSR) in ABB KSA history.
Dedication and professionalism enabled me to build my carrier path and become an Electric Maintenance Section Head in 6 years. I started as a PDP Electrical Engineer in GHAZLAN Power Plant. My educational background along with smart/hard works, fast learning and on job practical practices enabled me to build my carrier promptly and had several work opportunities and critical functions in the largest Powe Plant (4.5 GW) in KSA:
Project Manager of 150 MSR project for upgrading/rewinding of four generators (400MW).
Create and Lead Electric Maintenance Section of Power Plant Common equipment.
Create and Lead Electric Maintenance Unit of new Power Plant
Generate Comprehensive Electrical Maintenance Program for New Power Plant with implementation, streamline, and development.
Leader of Electrical Team during new Plant Final Performance Test.
Project Engineer Reviewing Design Drawings, Inspection, Testing and Commissioning of Electrical Systems & Equipment of new Power Plant.
Electric & Instrument Maintenance Engineer in Power Plant. This hands-on experience exposed me real field work in different conditions and on several equipment such as LV/MV SWGR, MCC, Motors, Transformers, DG, UPS, Steam Generators, AVR, GIS, Protection, Automation, Instruments, control, DCS …
Worked as Sales Engineer for Automation & Power Products which helped me to learn basic design aspects of MV, LV Switchgears & Power Substations. Started generating leads and business opportunities.
