Muayed Al Heneiti

- Holds full P&L and operational authority over Awal Dairys Saudi business — Sales, Operations, Warehousing, Finance,
and HR — appointed to lead a full commercial and organizational transformation.
- Leads all annual key account contract negotiations, covering pricing structures, promotional cycles, and shelf space
terms with major retail partners.
- Drives national market penetration across Modern Trade, Traditional Trade, and HORECA channels, supported by
quarterly demand forecasting aligned with Bahrain HQ.
✦ Delivered +20% YoY sales growth within the first six months through HORECA channel entry and new distributor
appointments across Riyadh, Hafar Al-Batin, Western, and Southern regions.
✦ Reduced operating costs by 30% while building a commercial roadmap targeting +40% YoY revenue growth.
✦ Rebuilt organizational structure across all departments — installed KPI accountability frameworks and performance
ownership standards.

- Recruited to build and scale the B2B commercial division across KSA and five GCC markets — UAE, Kuwait, Oman, and
Bahrain — with full ownership of revenue targets, team performance, and key account relationships.
- Directed the livestock, raw milk, and fertilizer verticals, implementing pricing and quality strategies that delivered
double-digit profit margins across each category.
- Designed and deployed direct sales distribution models that reduced lead times and improved product availability at
point of sale across all markets.
- Built and led multinational commercial teams across KSA and GCC through structured coaching, goal-seting, and
performance management frameworks.
- Cultivated relationships with government entities and trade associations, securing priority market access and
regulatory alignment across the region.
✦ Tripled annual B2B revenue from ~SAR 370M to SAR 1.1B through systematic account development, product
diversification, and GCC market expansion.
✦ Improved commercial forecasting accuracy by 30% through the introduction of structured reporting and pipeline
visibility tools.
✦ Grew cross-sell and upsell revenue by 25% via bundled B2B offerings and disciplined account planning.

- Led all commercial operations across Saudi Arabia with a 100+ member team, managing the companys largest market
end-to-end.
- Directed tier-1 retail accounts — Panda, Othaim, Danube, and Tamimi — accountable for annual trade terms,
promotional execution, and volume delivery.
- Designed distributor frameworks and trade investment plans that maximized promotional ROI and expanded coverage
in underpenetrated regions.

-leading overall business operations to grow NADA profitability in UAE
-Improving strategies and tactics to ensure best in class execution of sales KPIs for all market channels
-Increasing numeric and weighted distribution to keep growing market shares
-Controlling all budgets and spent to utilize effectively ROI
-Revaluating and implementing standardized policies and procedures
-Managing a team of head count + 200 from 7 nationalities
-Direct reporters: 3 RSM, 2 key account manager, merchandising manager, supply chain manager, HR manager, finance manager
-Negotiate with and sign-on national key accounts (AZIZIA PANDA/ CARREFOUR/ LULU/ CO-OP)

- Directed full UAE operations with 150+ employees across sales, distribution, and field execution in one of the GCCs
most competitive dairy markets.
- Secured and managed shelf presence at Carrefour, Panda, Lulu, and Co-op — delivering consistent volume growth
against established competitors.
- Expanded UAE distribution through a combination of direct field execution and structured distributor management,
improving national coverage.

-Performing effectively towards maintaining business volume and improving market share
-Negotiate with and sign-on national key accounts (AZIZIA PANDA/ CARREFOUR/ LULU/ CO-OP)
-Creating value-driven business plans in line with top management’s set objectives
-Maintaining knowledge and understanding of market dynamics and seeking new areas of opportunities aimed at continued business growth
-Ensuring presence and maximum visibility of the products inside the stores to enhance brand awareness
-Monitoring the profitability of modern trade channel and creating for merchandising
-Keeping abreast of the competitor’s activities in order to review strategies and plan as necessary
-Planning in-store consumer promotions and monitor product performance
-Setting up and fostering relationships with major key accounts to ensure loyalty and business retention
-Exploring and developing new markets within the same category to generate revenue growth.
-Contributing to the development of the team through trainings and mentoring to enhance their skills.

- Managed the national key account portfolio for Barbican, Vimto, and allied brands — responsible for trade terms, shelf
presence, and promotional ROI.
- Executed national promotional programs and retail marketing activations that drove measurable category growth and
increased distribution depth.

-Responsible for the development and performance of all sales activities in the personal business portfolio, assigned territory, and business according to agreed market development strategy.
-Prospected aggressively to achieve agreed business aims, including costs and sales productivity.
-Responded to sales inquiries and attended external customer meetings and performed wide-range of marketing activities aimed at enhancing business development.
-Effectively managed the development of profitable business and strategic partnerships to maximize sales opportunities across existing client portfolio.
-Remained up-to-date on market trends and issues and how they could affect the territory.
-Formulated strategic account plans; implemented, monitored and reported on its success.
-Involved in the recruitment of sales staff and training them to facilitate their integration in the company.
-Ensured that trainings provided for outlet selling, equipment placements and merchandising standards as well as pre-sales selling system are fully implemented and put into practice.
-Managed sales team consisting of 50 professionals.

- Led a 50-member sales team across multiple regions, accountable for volume delivery, market share, and field
execution standards.
- Developed and executed traditional trade growth strategies, growing market share through disciplined customer
relationship management.
- Implemented merchandising excellence standards across UAE and Jordan, seting in-market benchmarks for product
visibility and availability.