Global Business & Commercial Director
Afrah Khaleej International
مجموع سنوات الخبرة :23 years, 7 أشهر
Spearhead & effectively lead a team to identify, open new markets of penetration for Khaleej shisha brands. Utilized a diplomatic, forward thinking & inclusive leadership style as foundations to expand the company’s presence, influence & relationships with distributors/partners. Recruiting, developing, coaching & establishing commercialized Khaleej businesses, distribution, sales & CE structures across LATAM, MENA, APAC, CIS, USA & Europe regions.Lead on CA, Legal, marketing & P&L.
♛ Key Accomplishments:
• Planned & implemented multi-channel & multi-faceted commercial, marketing & sales strategies in multiple markets/regions.
• Commended for defining & implementing the company vision & strategy.
• Successfully recruited, appointed & developed teams covering LATAM, USA, CIS, MENA & GCC, respectively.
• Selected, contracted & developed distributors/partners in Russia, Armenia, Morocco, GCC, UAE, India, Paraguay, Senegal, Djibouti, Oman, Bahrain, Lebanon, Kazakhstan, Iraq, Kuwait, Spain & Germany, including product registrations as per regulations, with defined price structures.
• Led & executed global events that includes Inter-Tabac, WT Expo (Dubai), TabExpo, Hookah Expo (Miami & Germany) & HEW (Las Vegas).
• Expanded the flavor range from 5 - 20+ & launched the NPD’s in markets present.
• Successfully planned, executed & led the USA integrated commercial, distribution & sales structure covering California, New York, Indiana & Florida, this included corporate affairs & FDA registrations.
• Praised for establishing a self-managed warehouse, trade, distribution & business in Saudi Arabia, covering all regions.
• Increased production capacity & reduced the conversion cost/case, significantly.
• Acknowledged for developing & implementing commercial capabilities, systems, "ways to do business”, RACI (responsible, accountable, consulted & informed) & procedures for all staff/departments to augment commercial, distribution, finance, production & sales capabilities.
Optimize & improve the overall EPURI business model & performance. Utilize information to streamline complex optimization issues that includes penetrating new markets, channels, trade & business opportunities. Utilize marketing, sales & business analytics to design business plans, CRM objectives & total commercial strategies. Present findings coupled with solutions to assist with the implementation of changes or strategies & remain the point of contact for ongoing business reviews.Exports, CA & pricing.
♛ Key Accomplishments:
• Successfully delivered comprehensive business, trade & commercial plans that was rolled out in the UAE, USA (Nevada & California), India & Iraq and this includes registrations & conforming to regulations.
• EPURI Energy Drinks secured listings, distribution & availability in ME Key Accounts that contribute 17% to total beverage sales in the Middle East.
• EPURI Energy Drinks secured 3 year long-terms Middle East agreements with Global Village (exclusive), the Jumeirah Group & RedFest Music events (exclusive) to gain visibility, awareness & traction in the event & HORECA channels.
• As a new entrant, EPURI Energy Drinks sold 5, 600 units during the 1st UAE RedFest event over two days (Red Bull sold est 6, 500 units over the same period & event).
• Secured export orders to Iraq & India & this included recommending pricing structures & models.
• EPURI Energy Drinks launched in 6 night clubs & selected high end POS covering Los Angeles & Las Vegas, respectively.
• Secured E-commerce availability & distribution via Amazon.com (US Market only).
Spearhead & lead a team of over 180 employees & 26 direct reports including holding bottom-line accountability for net OCI turnover & volumes. Utilized a diplomatic & inclusive leadership style as a foundation for recruiting, developing, coaching, motivating & establishing a fully commercialized PMI sales, distribution & CE structure. Develop & formulate marketing, value creation, digital engagement, RTM & consumer centric marketing/category strategies to ensure optimum performance, whilst forging & sustaining relationships with partners, distributors & agencies. Formulate & lead budget & 3year LRP plans by translating commercial, corporate, marketing, category & sales strategies into volumes, market shares & pricing projections. Lead & implement change management, CA, transformation & commercial development efforts towards RRP.
♛ Key Accomplishments:
• Built ground breaking, multi-channel & multi-faceted customer marketing, trade & sales capability strategies to implement business plans in terms of category development, CRM, pricing, RTM, channel & engagement initiatives that enabled +$100mio OCI growth.
• Successfully expanded, put in place & finalized the commercial structure & integration covering all regions & ensured that distributors & agencies mirrored the same, the total commercial structure & expansion grew from 129 staff in Y2014 to 240 staff in Y2018.
• Successfully led category & portfolio strategies in terms flavor, pricing, packaging & format planning followed up by marketing, sales, RTM, distribution & consumer engagement executions that enabled Above Premium, Premium, Medium & Low-price category growth of 5.6%, 1.3%, 12.4% & 156.7%, respectively
• Enabled achievement of bottom-line results by implementing budget & sales plans & chaired reviews to meet P&L targets.
• Launched the retail “Key Account Expert”, “Perfect Store” & “Step-UP” sales & value creation engagement programs in retail covering 60%+ of the total weighted volume. The said programs were completed in alignment with Key Account human resource managers/departments & commended as best practices & replicated & led by me in MENA & GCC markets.
• Lauded for digitizing OJT's (On-Job-Training) modules in retail & trade to enhance sales capabilities.
• Acknowledged for developing & implementing new commercial capabilities, IT systems, "ways to do business”, RACI (responsible, accountable, consulted & informed) matrix & procedures to all staff/departments/regions to augment commercial & sales capabilities in the GCC region.
• Acknowledged for developing & launching customer & consumer digital engagement, training & development tools that covered 75% of total weighted PMI volume in the region.
• Increased consumer switch rates (46% to 63%) & profile rates (57% to 78%) in LAMP's, major events & the trade.
• Led & executed 36 large scale events/year that included concerts (Tiesto, White Sensation etc..), media events & F1.
• Commended for launching an internal "SAWA" engagement training platform in the UAE that was rolled out as a "best practice" in multiple PM affiliates in the GCC & Europe.
• Praised for attaining SOM growth in all categories/segments/channels by leading strategic commercial drivers, supply chain initiatives, RTM, sales & distribution strategies to address an 100% tax increase, whilst mitigating the impacts of market contraction, pricing, trading & stock levels.
• 90% Numeric penetration within 2weeks & +0.5% to 1% SOM in 2months for all new line extensions and/or SKU’s launched that led to +60% Share in the capsules/NPD segments.
• Achieved net sales growth over 3 years of 8.1%, 7.9%, & 8.2%, respectively.
• Recognized by Snr management for exemplary performance & received "LG Distributor Awards" over 2 consecutive years.
Lead & develop a team of 80+ staff. Utilized research, insight, business & commercial acumen to categorize & capitalize on new channels, trade & distribution opportunities. Built fact-based category, value creation, RTM, visibility, sales, marketing & CE plans to expand the business. Fostered & led congenial relationships & professional communications with retailers, distributors, researchers, advertising agencies, internal stakeholders, departments & field teams to establish best communication & materials per brand. Competently delivered active functional support by leading on monthly rolling-forecasts, overseeing P&L performance & addressed variances from budgets/plans. Managed corporate affairs, warehousing, S&OP & supply chain efforts.
♛ Key Accomplishments:
• Steered efforts towards planning & employing differentiated commercial, business, value creation, category, RTM, investment, engagement, visibility/availability plans for channels comprising retail, duty free, key accounts, wholesale & HORECA.
• Harnessed astute analytical capabilities for the development of sales monitoring tools & reports to streamline data reporting whilst analyzing trends & augmenting commercial capabilities.
• Enhanced staff efficiency & continuous improvement by articulating, arranging & applying training programs & RACI framework for all roles/departments/functions in the region.
• Lauded for gaining SOM growth in all channels, price, package, format & flavor categories present.
• Acknowledged for setting up a “Commercial Excellence Training Academy” to enhance sales, distribution & commercial capabilities, the academy enabled 244+ external & internal staff to be developed & trained (estimated 7, 808 training hours) & the said program was rolled out in multiple markets.
• Successfully led corporate affairs, legal counsel & supply by launching, rolling out & enforcing strict adherence of the new legal health warnings whilst ensuring no returns/sales of SKU's previously labeled without health warnings.
• Total SOM growth of 1.5pp to reach 46.6% (Y2013) & 2.7pp to 49.3% (Y2014).
• Exceeded bottom-line results by gaining net sales growth of 7.9% (Y2013) & 7.5% (Y2014).
• Commended by upper-tiers & achieved the PMI "Excellence Award" for planning & implementing a worker camp (population: 7mio) marketing, commercial activation, retail & training programs in the low-price category that added 2.2pp to total SOM & was rolled out across the MENA region.
• Recognized by Snr management for overall exemplary performance & awarded the "GCC Distributor Award" in Y2014.
Leveraged strategic leadership acumen to lead & develop a team of 48 employees that included 3 direct reports. Implemented, insights, trade programs & strategies to strengthen retail, commercial, sales, communication, distribution & processes whilst deploying category specific, value creation, consumer engagement & awareness strategies to elevate brand loyalty, availability & awareness in differentiated retail channels that included key accounts, wholesale, general trade, LAMP's, duty free, HORECA & events. Managed corporate affairs, warehousing & supply chain functions.
♛Key Accomplishments:
• Delivered exceptional managerial services as a consummate professional by evaluating potential impacts on the business by overseeing & monitoring changes in the social, economic & competitive environment & adjusting commercial, marketing, sales, category & distribution plans accordingly, if required.
• Acknowledgement received for implementing QCP program & scorecard systems to measure the trade, visibility, staff & distributor effectiveness that was rolled out in other GCC markets.
• Congratulated for successfully completing a national retail census over a period of 2 months that aided segmentation that led to differentiated strategies/visions per region/city/territory.
• Significantly reduced the cost/ '000 sticks by 10%+ whilst increasing volumes.
• Completed 3, 000+ training hours with all distributor, partners & PMI staff to cover sales, distribution & relationship building fundamentals.
• Lauded for gaining +0.5% share of market within 2 months for all new SKU's launched that also included the capsules or NTD's category.
• Praised for developing & establishing strategic, working & beneficial relationships with partners with effective soft management & communication skills.
• Achieved +50% Share of the Capsule/NTD Segment.
• Achieved net sales growth of 7.4% (Y2011) & 4.2% (Y2012).
• Increased total SOM growth by 0.8pp to reach 49.8% (Y2011) & 0.5pp to 50.3% (Y2012).
• Achieved "GCC Distributor Awards" in Y2012 & Y2013 through management & commercial development practices.
Lead, coach & develop a team of 12 direct reports & administered all aspects of the Bahrain & Saudi Arabia key account portfolios & managed the value creation, P&L, RGM & RTM strategies to ensure business earns a net operating income. Formulated progress reports to enhance the decision-making & communication competence of executive management. Led category & pricing matrix for portfolio such as price banding, promotional offers, key account pricings & VAO's. Developed & implemented CE strategies & activities in all key accounts, that also included trade marketing, commercial & merchandising tools.
♛ Key Accomplishments:
• Methodically planned, prepared & implemented commercialized key account & retail structures, training programs, category, visibility, CE & RTM strategies, in all major cities/regions.
• Slashed delivery times per key account by +1hr post the implementation of a warehouse picking system that enabled the expansion of routes & the increased frequency of deliveries .
• Praised for successfully negotiating P4P conditions into 70% of all key accounts contracts that led to category development, increased sales, commercial effectiveness, availability & reducing returns.
• Successfully implemented Key Account metrics & capability enhancement training programs.
• Led the introduction project of HHT (Hand Held Terminals) that enabled the organization to slash lead times hence increasing visibility, handling & availability of all categories.
• Commended for effortlessly completing a Retail Satisfaction Survey over a period of 1 month that ultimately led to enhanced & improved levels of CRM, effectiveness and communication across the board. Satisfaction score improved by 19pp to reach 89%.
• Acknowledged for implementing & taking the lead in category management (CATMAN) & perfect store programs in 50% of all the contracted key accounts.
• Received the Geant Hypermarket "Best Supplier" award in Y2008.
• Successfully grew the key account ‘Share of voice’ to 38% (Target 30%) for all categories.
• Credited for successfully attaining total 43% net sales growth (Target 15%).
• Share growth in all categories led to total key account SOM of 5.1pp in to reach 31.3%..
Lead, coach & develop a team of 8 direct report & 60 field staff. Administer all aspects of the sales & distribution portfolio, category management, RTM optimization, visibility, trade marketing & promotions. Managed the pricing strategy & P&L for Saudi Arabia & Bahrain to ensure business earns a net operating income via increased volumes & shares. Formulated progress & insight reports to enhance the communication & decision-making competencies & overall efficiency.
♛ Key Accomplishments
• Reorganizational efforts included setting up new commercialized structures & retail distribution networks to maximize staff effectiveness, working hours, sales & profits in all regions.
• Successfully managed the operational budget & reduced costs by +10%.
• Successfully developed, implemented & led the category, value creation, sales, distribution & pricing strategies (price banding, promotional offers, channel pricings, VAO's) for the total portfolio.
• Successfully implemented retail & FSF sales & capability enhancement training programs.
• Developed & implemented new IT systems, "ways to do business" & procedures to increase our competitive advantage & to improve the effectiveness & capabilities of the Arla team.
• Acknowledged for implementing & taking the lead in category management in Al Othaim, the largest key account chain in Saudi Arabia with 183 retail outlets.
• Successfully re-introduced Danish products in all accounts, post the "anti-Denmark’ boycotts via astute corporate affair efforts & effective negotiations.
• Received year-end best supplier awards from 2 key accounts in Y2005 & Y2006.
• Commended for increasing direct retail distribution & influence from 78% to 97% for all categories.
• Ensured organic growth in volume (+33%), revenue, categories & market segment shares.
Administer all aspects of the retail, sales, visibility, merchandising & distribution portfolio in line with the EMEA cluster for South Africa & Sub-Sahara Africa. Formulating, implementation & management of strategic marketing plans, training programs, national visibility, national advertising & media launches. Effectively lead, build & manage relationships & development plans with partners, retailers & OEM’s to ensure that the awareness, visibility, availability & volume targets of Intel products & categories are met and/or exceeded. Manage BTL & ATL budget & advertising agencies.
♛ Key Accomplishments:
• Acknowledged for formulating & implementing strategic marketing plans, national advertising & media plans that contributed to share & volume growth targets.
• Praised for developing retail training collateral (Leader Guide, Program Guide, Toolkit) & implementing training & development programs with partners, retailers & OEM's & acknowledged as best practices.
• Developed & executed retail account “Joint Business Plans” & strategies that allowed Intel entrance to prior untapped channels for CPU’s & peripherals.
• Successfully set up & implemented E-Commerce (Jelly-bean) for the Intel peripherals category.
• Developed & implemented tailored & specific CE strategies, value creation strategies & activities in retail POS across sub-Sahara Africa.
• Successfully conceived, developed & deployed retail marketing tools & materials in the trade by effectively leading merchandising agencies & manufacturers.
• Effectively developed & managed Intel participation & execution at IT trade fairs or media events (received award for best stand at SA IT Expo (Y2001).
• Praised for developing & launching LAN gaming/tech events that attracted 2, 000+ gaming fans to increase the awareness of Intel CPU's & peripherals.
• Applauded for developing & implementing the most successful SMS/Tech based competition in Y2001 with Vodacom telecom in retail that attracted 60K+ entries in SA.
• Exceeded the 80% QCP target for retailer merchandising & compliance rates by achieving 100%.
• Acknowledged for launching successful ATL & BTL marketing & category strategies that led to total retail SOM growth from 79% to 96%.
Digital Strategies for Business: Leading the Next Generation Enterprise (Columbia Business School). Digital Transformation: Platform Strategies for Success (MIT). Digital Marketing: Consumer Engagement , Social Media , Planning & Analytics (Columbia Business School).
Communication Science, Business Management, Economics, HR Management, Commercial Law, E-Commerce, Marketing Management, Strategic Management, Accounting, Entrepreneurship, Strategic Sourcing, Public Relations, Financial Strategy & Management, Production & Operations Management, Relationship Marketing , Promotions Management, Fundamentals of Information Technology, Research Methodology, Industrial Psychology.
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