رأفت عزالدين

Middle East’s leading distributor of building materials, luxury bathroom products, high-quality tiles, superior hospitality equipment, beautifully designed tableware, gift items, and home accessories.​

ATHEER is a leading full-line wholesaler of building solutions including (Electrical, Mechanical, Consumer Electronics, Sanitary ware, Heating Elements & Solar Energy Equipment) serving projects & retailers all over KSA.

Spearhead all aspects of Business Development and Commercial Operations across 5 regional offices.
Maintained Sales Volume, Product Mix, and Selling prices in line with supply and demand, Market trends, Economic indicators, and Competition. Assumed full responsibility for overall P&L and productivity of the business, covering process optimization, policies & procedures. Generating new business through building trusting relationships with consultants & contractors. Steer global sales operations through concerted efforts of highly skilled teams while directing the delivery of high-quality customer service. Design as well as develop sales and marketing programmes, formulate a robust annual business plans in line with strategic goals, and maximize revenue generation by penetrating international market. Deliver effective sales Training and technical support. Enabling technologies (CRM/ERP) at all levels of the organisation.

Selected Contributions / Achievements:
● Enabled the company to gain market competitive edge by introducing value proposition in line with projects expectations and future market requirements via collaboration with other departments.
● Substantially grew ROI by 32% in limited time period of one year.
● Improved company’s revenue figures by delivering sales solutions and overseeing complete sales cycle process.
● Credited for achieving large contracts (JODP, NEOM) by using contract negotiation, and commercial acumen.
● Accomplished business short- and long-term goals by devising action plans based on market intelligence data.

Saudi joint stock company manufacturing, wholesale, and retail trade of polypropylene yarn and thread, carpets, furniture, and textiles.

Designed policies and operating frameworks for sales and marketing activities of 65 countries and eight regional offices.
Identified areas for improvement and delivered training to the sales team regarding consultative selling techniques and solution selling to improve sales. Calculated and controlled expenses by formulating marketing budgets and ensuring strict adherence. Fostered relations with clients to generate avenues for additional business. Generated significant revenue by ensuring maximum brand visibility and capturing optimum market shares. Developed consumer preference and achieved organisational defined targets by conceptualizing and implementing sales and marketing strategies.

Selected Contributions / Achievements:
● Presented expert insights to raise investment capital by transforming from private owned to Public offering (IPO).
● Developed and implemented strategic five years business plans for commercial sector.
● Globally expanded business distribution operations across 65 countries in limited time period of two Years, boosting annual revenue growth by 200% while exceeding all sales quotas.
● Increased profitability by establishing and enforcing CRM / ERP systems at all levels of the organisation.
● Designed and implemented the sales management systems to track leads, manage contacts, and monitor progress.
● Maintain a trajectory of growth while avoiding obstacles that arise from changing demands of staff and operations.
● Structured an operations management framework with a focus on service excellence and efficiency.

Sealy Mattress Middle East Licensee of Sealy Inc. USA, Patent Sleeping System Manufactures.

● Recognized for increasing territory sales revenue by 25% in the first quarter.
● Managed Contract Business with Hospitality Chains & Government tenders.
● Responsible to meet and exceed assigned sales targets & organizational strategic objectives.
● Support existing channels to grow business .
● Developed an Exclusive Supply Contracts agreements.
● Senior Sales Operation manager in charge.
● Customer Service duties supervision (accounts opening, transfers, withdrawals, and reports).
● Manage operational details of a marketing mix, including the budget and a variety of projects and initiatives aimed at generating leads and supporting direct selling initiatives.
● Building a growing sales force, responsible for setting their monthly targets and execution thru solid KPI standards

Mobily is a pioneer in Telecom & Information Technology & one of the fastest growing companies in in Saudi Arabia.

● B2C (Build and develop commercial relationship)
● Provide training for new sales team.
● Sell products and services to customers in assigned segment to ensure complex solutions for them.
● Develop, present, or respond to proposals for specific customer requirements.
● Coordinate activities and participate on solving customer’s issues and problems.
● Maintain customer database and keep it updated.