Ahmed Esmail fattah

• Lead Retail and B2B sales operations across two subsidiaries, Blanco and Shamim, ensuring unified commercial
direction and performance alignment.
• Own full P&L with a SAR 100M annual target, driving profitable revenue growth.
• Oversee 42 branches and lead the expansion of 35 new branches in 2026.
• Develop and control annual budgets, revenue forecasts, and cost structures to maximize margin performance.
• Drive profit optimization through pricing strategies, operational efficiency, and sales productivity improvements.
• Design and execute branch-level marketing strategies to enhance traffic, conversion, and brand positioning.
• Lead, structure, and performance-manage cross-functional retail and B2B sales teams to exceed targets.
• Recruit, train, and develop high-performing sales teams to support expansion and scalability.
• Monitor KPIs and commercial performance, providing executive-level reporting and strategic insights

« Developing a solid and trusting relationship between major key clients and company
+ Forecasting, raining, Team Management, Sales planing, Negotiation.
« Anticipating key account changes and improvements
= Meeting al client needs and deliverables according to proposed timelines
« Strategic planning to improve client results
• Negori nt and establishing a timeline of performance
« Collaborating with the sales team to maximize profit by up-selling or cross-slling
« Planning and presenting reports on account progress, goals, and quarterly initiatives 10 share with team members,
contracts with the

stakeholders, and possible use in future case studies or company training
« Organized regular sales meetings o review progress, share best practices, and set achievable targets for continued success.
Managed key accounts with sirategic planning and relationship building. resulting in increased customer loyalty and repeat
business.
« Handled customer relations issues, enabling quick resolution, and client satisfaction.
« Increased sales revenue by developing and implementing effective sales strategies.
Maintained relationships with customers and found new ones by identifying needs and offering appropriate services
« Implemented CRM systems for beter tracking of leads, improving follow-up processes and communication within the
team.
+ Evaluated competitor offerings to adapt sales strategies and maintain competitive advantage.
« Provided ongoing raining and mentorship for junior sales staff, fostering professional development and career growth
« Collaborated with marketing teams to create targeted promotional campaigns, driving customer engagement and sales
growth.
= Overcame objections from potential clients by addressing concems effectively and offering customized solutions based on
their unique needs.
« Developed comprehensive product knowledge, enabling tailored solutions for clients specific needs.
« Assisted in recruiting top talent for the sales team, contributing to a high-performing work environment.
« Improved sales forecasting accuracy, utilizing data analytics to predict market trends and adjust sales strategies accordingly.
« Exceeded sales targets consistently, through strategic planning and execution of targeted sales nitatives.
« Spearheaded launch of new products, conducting market research and guiding development team on customer needs.
« Built long-lasting client relationships through excellent customer service and consistent followups.
Led a successful sales team by providing motivational coaching and performance-based incentives.
«Analyzed market trends to identify new business opportunities, leading to expansion into profitable teritoris.
» Consistently met or exceeded quarterly sales targets through diligent effort and persistence in closing deals.
Negotiated contracts with vendors and suppliers, ensuring the best pricing and terms for company profitability.

+ Spearheaded the sales and marketing strategy for luxury perfumes and traditional incense lines, increasing
«Led product launches tailored to Saudi market preferences, enhancing brand positioning in high-end retail
« Designed promotional campaigns combining heritage scents with modern packaging, boosting customer er
« Cultivated key accounts in malls, high-street retailers, and niche fragrance boutiques across the GCC.
« Collaborated with perfumers and product developers to align new scents with market trends and customer
«Built and led a high-performing sales team, driving consistent revenue growth across regional and national
«Implemented CRM systems for better tracking of leads and customer engagement, improving team comm
« Conducted market trend analysis to refine pricing strategies and promotional planning.
«Negotiated high-value contracts and partnerships to expand retail footprint and optimize supply chain effici

• Led national Modern Trade operations across KSA, managing key accounts including Panda, Carrefour, Tamimi,
Lulu, Danube, Othaim, and Nesto.
• Owned channel P&L and drove revenue growth through pricing and promotions.
• Developed national GTM and channel strategies aligned with corporate objectives and GCC expansion plans.
• Led key account negotiations covering pricing structures, promotional calendars, contracts, and credit terms.
• Oversaw fresh produce portfolio governance to ensure availability, quality compliance, and pricing discipline.
• Drove category development and shelf expansion to increase market share, visibility, and retailer value.
• Collaborated cross-functionally to enhance forecasting accuracy, inventory turnover, and margin performance.
• Monitored sales KPIs and performance analytics, delivering actionable insights and executive-level reporting.

• Pioneered the first Oud & Incense FMCG category in Saudi Modern Trade, building a scalable and profitable
business with undisputed market leadership.
• Delivered three consecutive years of strong revenue growth, reaching SAR 45M in 2024 (+30% above plan).
• Expanded nationwide distribution to 2, 500+ POS, securing strong visibility and sustained sell-out.
• Managed a diversified portfolio of ~180 SKUs across oud, fragrances, cosmetics, personal care, detergents, and
hygiene.
• Led parallel B2B (Modern Trade & Key Accounts) and B2C (Retail) operations to ensure balanced growth.
• Held full commercial ownership, including GTM, pricing, forecasting, P&L, procurement coordination, ERP control,
and team leadership of 56 employees.

Managed a successful sales team, consistently achieving and exceeding monthly sales targets.
+ Expanded market share through effective prospecting. lead generation, and negotiation skill.
« Provided exceptional customer service, addressing inquiries and resolving issues in a timely manner.
« Identified potential partnership opportunites with complementary brands or businesses within the beauty industry
« Increased regional sales by developing and implementing strategic sales plans tailored to the local marke.
« Implemented data-driven decision-making processes to identify sales trends and optimize performance.
« Recruited trained. and mentored a high-perfoming sales team that consistently exceeded targets.
= Worked closely with senior leadership on annual budset forecasting based on historical revenue, anticipated growth, and
market trends.
« Enhanced customer satisfaction by providing top-notch account management and resolving clint issues promptly.
« Maintained open lines of communication between internal departments to ensure seamless collaboration on shared
objectives.
« Negotiated contracts with vendors to secure optimal pricing and terms for the companys benefit.
+ Collaborated with cross-functional teams to develop marketing strategies that boosted product awareness and demand.
« Led sales region to increase sales and boos team morale.
+ Established strong relationships with major accounts and key decision-makers o increase sales in designated teritory.
« Self-moivated, with a strong sense of personal responsibilty.
« Excellent communication skis, both verbal and writen.
« Expanded customer base through cold calling, networking. and relationship building.
« Enhanced client satisfaction by addressing concerns promptly and providing exceptional service.
« Increased sales revenue by identifying and targeting high-potential accounts.
+ Conducted product demonstrations to educate customers on features, benefit, and competitive advantages.
« Developed tailored solutions in response to unique customer needs, increasing overal satisfaction rats.
« Maintained up-to-date knowledge of industry trends for informed decision-making during client interactions.
« Uilized CRM software to manage client information, track leads, and monitor sales progress.
+ Collaborate with marketing to create impactful promotional materials for increased brand awareness.
« Consistently met or exceeded quotas by implementing strategic sales plans and effective time management.

• Managed national Modern Trade and Retail performance across Saudi Arabia.
• Built long-term executive relationships with key retailers based on trust and commercial alignment.
• Designed national commercial playbooks covering pricing, promotions, and execution models.
• Owned category stewardship for oud and fragrance portfolios.
• Used market intelligence to guide inventory planning, service levels, and revenue forecasting.
• Integrated marketing, supply chain, and finance to ensure unified execution.

• Held regional accountability for Modern Trade portfolios across perfumes, incense, cosmetics, and household
products.
• Governed branch operations, ensuring sales growth, cost control, and operational consistency.
• Managed relationships with key retailers and distributor partners.
• Developed sales teams through coaching, performance management, and leadership development.
• Applied merchandising, inventory, and promotional controls to improve sell-through.
• Ensured consistent brand and customer experience standards.

• Managed Modern Trade cosmetics portfolios and delivered consistent category growth.
• Built senior-level relationships with retail decision-makers.
• Controlled promotions, pricing alignment, and volume planning.
• Ensured shelf execution, stock availability, and visibility across accounts.
• Collaborated with marketing, supply chain, and finance teams for coordinated delivery.

• Built a consistent sales pipeline through structured prospecting, cold calling, and relationship management.
• Managed end-to-end customer interactions, driving satisfaction, retention, and repeat business.
• Converted high-potential accounts into revenue-generating customers, supporting market growth.
• Delivered product demonstrations and value-based sales presentations to support informed buying decisions.
• Monitored market trends to strengthen selling effectiveness and customer advisory discussions.

« Expanded customer base through cold calling, networking, and relationship building.
« Enhanced client satisfaction by addressing concerns promptly and providing exceptional service.
« Increased sales revenue by identifying and targeting high-potential accounts.
+ Conducted product demonstrations to educate customers on features, benefit, and competitive advantages.
« Developed tailored solutions in response to unique customer needs, increasing overal satisfaction rats.
« Maintained up-to-date knowledge of industry trends for informed decision-making during client interactions.
Generated additonal sales opportunities with upselling and cross-selling techniques.
Achieved top performer status consistently through dedication to meeting goals and exceeding expectations.
Implemented CRM tools to track customer interactions and sales progress.
Boosted team morale and productivity by leading weekly sales strategy meetings.
Fostered collaborative environment, sharing best practices among sales eam.