Head of Sales and Business Development, Chief Transformation Officer, General Manager
EVOSTEL (Ali Zaid Al Quraishi Holding Group)
Total years of experience :18 years, 4 Months
As a premier provider of electrical and automation solutions in the Middle East, particularly in Saudi Arabia, our group traces its origins in 1974. We serve as distributors for renowned brands such as Rockwell Automation, General Electric, Eaton, nVent, Mennekes, and Schneider, specializing in electrical, automation, and digital transformation products.
Reporting directly to the Managing Director, my role entails spearheading sales and business development efforts across all sales and marketing teams, while also nurturing partner relations, devising customer business plans, formulating pricing and stocking strategies, and ensuring overall profitability.
I am responsible for crafting and sharing comprehensive yearly and quarterly business development plans, including profit and loss balance sheets, with the Executive Committee. Additionally, I collaborate closely with customers to develop market segment plans, business development funnels, and monitor business results.
One of my key responsibilities is to design sales, product, and marketing strategies tailored to specific market segments, ensuring their successful implementation. I have successfully executed quarterly product awareness campaigns targeting consultants and end users in sectors such as oil and gas, utilities, mining, and infrastructure.
I have led the planning and implementation of various programs, including Customer Business Plans (CBP), Pricing Strategies (PS), Channel Plans (CP), and Margin Yield Drive (MYD), resulting in significant business growth within a limited timeframe.
Currently, I oversee operations, sales, and development teams comprising 25 engineers across seven branch offices in the Kingdom of Saudi Arabia and Bahrain. Collaborating closely with channel partners and our sales team, I ensure the maintenance of optimal inventory levels at our warehouse to effectively meet market demands.
Furthermore, I have established a dedicated services team responsible for the installation, testing, and commissioning of our electrical, automation, and IoT solutions, thereby enhancing our profitability and competitive edge in winning orders against competitors.
Key Achievements:
Upon assuming the role, the business revenue was notably deficient and fell below operational costs in 2019. In response, I undertook the monumental task of revitalizing the organization from its nascent stage, achieving a remarkable triple-digit growth for the region. This growth translated into a staggering 400% increase in sales contribution to the topline, coupled with a threefold margin improvement.
In recognition of these accomplishments, I was honored with the Excellence Award for Best Performance Manager in both 2019 and 2022, as well as in 2023. Notably, during the challenging times of the Covid-19 pandemic in 2020, I demonstrated adeptness in cash flow management by securing better terms with customers, earning the prestigious Highest Cash Contribution Award for recovering a substantial amount of $4 million.
A pivotal aspect of my role involved the recruitment, coaching, and development of a cadre of talented individuals, ensuring timely delivery of results.
Additionally, through persuasive negotiations and strategic planning, I orchestrated partnership agreements with industry giants like Legrand, General Electric, Schneider Electric, and nVent, aligning them with ambitious sales targets.
Implementing an E-commerce marketing plan proved instrumental in expanding our market reach and enhancing brand visibility. Notably, Saudi Aramco recognized our exceptional services during the Covid-19 crisis in 2020, bestowing upon us an Appreciation Certificate for our unwavering dedication and support.
These achievements underscore my commitment to driving organizational success and delivering excellence in every endeavor.
Legrand, a France-based multinational corporation renowned for its electrical products and services across 180 countries, entrusted me with the role of Business Development Manager reporting to the Managing Director.
My primary responsibility was to oversee the Europe, Middle East, and Africa (EMEA) regions, focusing on product lines including Grounding and Lightning Protection systems, Cables, Bus ducts, Transformers, Cable Glands, and Junction Boxes Portfolio.
My duties included identifying potential distributors, establishing channel partners across EMEA, and obtaining product approvals from key entities such as Abu Dhabi National Oil Company (ADNOC), Saudi Aramco, Bahrain Petroleum Company (BAPCO), Kuwait Oil Company (KOC), Saudi Electricity Company, and various infrastructure projects under the Saudi Government and its consultants.
I conducted thorough reviews and analyses of Legrand and competitor product designs, ensuring compliance with British (IEC) and American (ANSI NEMA) standards. Based on these assessments, I proposed new designs and modifications, which were subsequently implemented by the production teams.
Addressing production issues, I advocated for the upgrading of plant facilities in alignment with digital transformation guidelines. This initiative resulted in enhanced production quality and increased output through the implementation of automated connectivity across all machinery.
Additionally, I collaborated with the supply chain team to optimize raw material sourcing from markets in India, China, and South Africa, reducing financial costs and enhancing sales competitiveness.
To promote our products globally, I conducted product training sessions and organized seminars worldwide. These efforts included training sessions for the Legrand sales team and channel partners, facilitating a deeper understanding of our product offerings.
Working closely with Legrand USA and UL teams, I ensured product certifications aligned with American standards and British BS EN 62305, contributing to regulatory compliance and market acceptance.
Furthermore, I provided assistance and guidance to Legrand France during the analysis of Early Emission Systems at the Limoges factory, supporting acquisition and merger initiatives.
Key Achievements:
I effectively authored, designed, printed, and launched product catalogues across the EMEA region for our customers, sales teams, and channel partners.
I obtained successful approvals for our products in compliance with British BS EN 62305 and UL listing standards.
I adeptly established channel partners throughout the EMEA region and secured product prescriptions across all EMEA territories.
In recognition of my outstanding performance in generating sales revenue and providing business development support, I was honored with the Legrand Best Performance Award in 2018, surpassing all EMEA teams.
Since its establishment in 1976, Adwan has been a trusted distributor for renowned brands such as GE, Raychem, Emerson, ABB, and Tyco, catering to the Oil & Gas, Infrastructure, Petrochemical, and Utilities sectors in Saudi Arabia.
In my capacity, I oversaw sales, marketing, and business development initiatives aimed at driving profitability. Additionally, I formulated strategic budgets while keeping minimum stock liabilities in mind.
Implementing agreed-upon stock levels through MRP for top-line project items in our warehouse was part of my responsibilities to support sales teams and ensure client satisfaction.
I initiated the Testing and Commissioning department, handling tasks such as Soil Resistivity Tests, project designs, and the implementation of 1st and 2nd Fix projects, in addition to Testing and Commissioning activities.
Introducing the ABB Early Emission System to the market proved successful, resulting in the acquisition of multiple projects.
Establishing an overseas unit to cater to international EPC customers led to a remarkable 200% increase in business revenue.
With full accountability for three branches across Saudi Arabia, I managed profit and loss operations effectively.
Key Achievements:
I effectively increased business revenue from $40 million to $105 million within a span of four years. In recognition of my exceptional performance in driving business growth and revenue, I was honored with the Best Sales Manager award in 2012.
Throughout my tenure, I received accolades from esteemed business partners such as ABB, GE, Tyco, and Qualitrol, acknowledging my outstanding performance and contributions to our mutual success.
Entrusted with overseeing the comprehensive operation and maintenance of electrical and electronic equipment at Ibrahim Fiber’s Plant located in Faisalabad. Tasked with the management of a dedicated team comprising 50 maintenance staff, inclusive of six Trainee Engineers, to ensure the seamless functioning of power generators and substations, along with the electrical systems of various plant equipment.
Key responsibilities include:
- Operation and Maintenance of a 132 KV Grid Station with a load capacity of 10.7 MW.
- Proficient in the handling and troubleshooting of all high and low tension installations, including Switch Gears, Transformers of varied types, and Grid protection relays.
- Extensive experience in managing diverse generators, including Caterpillar Gen. sets, along with expertise in working with all kinds of motors (three-phase, single-phase), battery cells, inverters, rectifiers, and capacitor banks.
- Supervision of machinery operations facilitated through PLC (Programmable Logic Controller) and DCS (Distributed Control System).
- Collaboration with Italian engineers for the installation of various sensors and power supplies, ensuring the seamless integration of advanced technologies.
At Sitara Energy, a 400 MW power plant, my role involved daily troubleshooting activities for generators, transformers, boilers, motors, panels, and other equipment to ensure smooth operation.
I was tasked with overseeing cable laying activities up to 72 KV in the grid and substation areas, including cable joints and terminations as required.
Assisting the foreman, I played a key role in the installation of transformers, bus ducts, motors, and software (PLC) at the plant, contributing to seamless operations.
I also handled generator control panels, which encompassed the setup of relays and thermocouple sensors to preempt any potential failures.
To avoid penalties from the government, I spearheaded the installation of capacitor banks to maintain the power factor above 90 degrees.
Additionally, I provided product trainings on power transformers to engineers and offered operational and maintenance guidance to ensure efficient operations.
Heavy Electrical Complex (HEC) is a government-managed manufacturing facility in Pakistan specializing in the production of oil-type transformers up to 40MVA.
I played a vital role in the design and manufacture of transformers ranging from 10/13, 20/26, to 40 MVA, along with various electronic components.
My responsibilities included providing support to government sector clients such as WAPDA and Karachi Electric Company by conducting product trainings.
As a manager, I oversaw teams in the design and engineering section, ensuring the successful manufacturing of transformers up to 40MVA with a voltage rating of 132KV.
I supervised teams involved in insulation and winding, CNC machine operations, and core assembly fabrication to maintain smooth production processes.
Additionally, I collaborated with engineers in testing transformers using HEC's testing system and managed the PLC systems within the plant.
Following Semester and projects completed for 2 years executive education, 1. Leading in Transforming World. 2. Strategy in the Age of Digital Disruption. 3. Developing Emerging Leaders. 4. Design Thinking and Creativity for Business
B.Sc Electrical Engineering