Sales Head
Mars Saudi Arabia
Total years of experience :19 years, 0 Months
Develop and manage the delivery of business strategies, sales and marketing plans of a $150 Million
region.
• Lead distributer field sales team of 150+ employees, recruit, coach and develop a highly performing
capable and engaged team that contributes to the execution of overall sales vision.
• Develop the channel/regional strategy, and develop effective coverage and execution plans to achieve
optimal distribution and deliver quality of displays which support business and category growth.
• Build annual demand plan for the region using bottom up approach; to achieve maximum accuracy and
bias, and to maximize freshness of products at the point of sale.
• Drive to improve visibility, physical availability and conversion through understanding the customer’s
needs across all channels, and through selling tools, innovative displays and category data analysis.
• Development of KPI tracking mechanisms to monitor Operational and Sales KPI’s to drive performance
improvements and capture growth opportunities in trade.
• Deliver positive P&L for the region by focusing on growing top line, directing TE to viable ROI activities,
designing fit for purpose regional structure, reducing NQCs, negotiating contracts and optimizing logistics
cost.
• Continuously review operations processes using lean techniques and support the business to optimize sales
cycle procedures and apply best practices to drive continuous improvement.
• Provide regional leadership for the sales function, lead regional cross functional team to drive business
plans and resolve operational barriers.
Worked closely with Sales and Distributor’s team to analyze the operation cycle end to end, identify gaps and
inefficiencies to drive improvements.
• Established Key Operational KPIs per each channel, and built effective tracking and measurement techniques
for strong field force management and operations control.
• Redesigned sales support Metrix and model by streamlining support areas and optimizing solutions portfolio,
which enabled the restructure of the distributer’s Sales support function and solutions integration driving 3.5M
SR annual savings.
• Map as-is and to-be processes to implement Van Operational Excellence project; to turn all VAN sales to daily
reconciliation after it was mobile warehouse, which improved controls, freshness and reduced cost to serve.
• Identified and implemented state of the art sales handheld solution which streamlined all sales systems under
one platform. This resulted in significant improvement in operation, reporting accuracy and cost efficiency.
• Managed the launch of new and enhanced sales applications that optimized journey plans, coverage and
resource utilization, which in return maximized efficiency in trade.
• Worked with global teams to localize, customize and deploy the right tools and technologies that supports the
confectionary category vision execution.
• Focused on establishing infrastructure and applications platforms to support Sales operation and distributor
reporting systems.
• Designed the right level of information granularity needed to drive business and brand insights and strategies.
• Standardized the reporting metrics with universal score card and process tracking.
Developed and executed new operations and sales models (Direct VANs, Presales and Telesales) through
engagement with various functions to map the current state with future state using best practices.
• Successfully led and completed RTM (route to Market) strategy rollout across 13 cities in Saudi, that
directly generated double digit growth while reducing cost to serve.
• Designed and implemented IDV (independent VANs) and RWL (Retail Wholesale Link) programs to
increase market share and distribution of the business top brands.
• Designed loyalty programs for weighted customers to grow the category and win with our customers.
• Developed strategic launch plans for key new SKUs to be introduced to Saudi market. Currently these
SKUs are a major success in lower trade.
• Co-pilot with the customers and brand teams to improve the distribution and display, and enhance promotions
effectiveness that would drive category growth and profitability.
• Conducted market research to analyze and assess market potential and to track competition activities for
developing, executing territory and segment plans.
• Built and executed business development plans meeting the business objectives in line with the RTM &
business development strategy.
• Developed and implemented SKU rationalization project to drive focus and healthy growth.
• Managed key customers in order to maximize volume, visibility, and in store presence within agreed budgets.
Started working as infrastructure technician managing 2 sites in Egypt, the role grow after 1 year to
regional infrastructure specialist managing 5 sites in Egypt, Turkey, Morocco and Lebanon. 2.5 years
after I took IT infrastructure & applications manager role for the region.
Was relocated Mid 2011 to be based out of Jeddah in Saudi Arabia to be part of building new Mars
factory in KEAC, plus managing our 2 Billion SR Saudi market IT agenda.
Highlights:
• Was key member of 6 start-up project teams for 2 factories and 4 market offices in the managed sites,
responsibilities were to manage the delivery of IT/IS plan in full from preparation till completion,
including network design, building systems road map, budgeting, tender and supplier selection,
managing all solutions delivery with Mars central teams and 3rd parties.
• Conducting quarter market reviews with each market top management to stand on IT service levels,
discuss running key projects and make decisions accordingly, budgets review, explore short/long term
needs from technology perspective to contribute to the market’s OGSM delivery.
• Sustaining 99 % consistent service availability across all sites by implementing disaster recovery, fault
tolerance plans, connections redundancy and reliable backup systems.
• Cut down 15% from annual running costs by renegotiating maintenance contracts and services
centralization.
• Collaborated on several global management committees including the support and continues
improvement, Network prefect operation and security teams
• Site IT operations recovery in 28 hours after complete loss of the server room in one of the supported
sites
• Developing and control 1M $ annual IT budget; Reviews contracts, grants budgets and other items to
assist in evaluating, implementing and supporting appropriate technologies and systems.
• Led projects for Europe region to achieve top-level strategic goals through CIPs deployment, license
management models change and systems integration projects.