VP Commercial MEA & Africa
Beverly Hills Polo Club Consumer Goods _& with ( Clasico Brands ) - Dubai
Total years of experience :28 years, 8 Months
With BHPC & Clasico Brands, accountability for leading the New Markets business expansion in MEA & Africa, onboard new distribution partners, by preparing and effectuating strategical expansion plans. Managing entire business activities, drive operations, deliver holistic solutions to build a new successful & profitable business in highly competitive segment, and constantly deliver sustained growth & profits - P&L
⫸ build a rapport / Network with more than 150 + prospective distributors in MEA & Africa, And partnered with the major distributors groups ( Fatal MEA - Aujan Kuwait & Bahrain -UTC / ATS / Binzagr; KSA - Risha Group Libya - Arem Group Tunisia - Dembe Group East Africa, Satguru Group West Africa, etc..) to develop deeper and wider footprint in targeted regions.
Key Deliverables:
⫸New Market Expansions: Enter new markets, expand into new territories and lead strategic channels acquisitions, Introduce products portfolio, build new brands development and dominance, and achieve a competitive edge.
⫸Distribution Network: Onboard and lead the new distribution partners across different Markets & channels - networks to optimize the new brands business performance across all markets defined segments and sectors .
⫸Revenue Generation: ü Define commercials strategies to drive recurring revenues & value from exciting and expansion customers in MEA & Africa.
⫸Annual Business Planning: Devise and effectuate the annual business plan for growing the businesses. Ensure business progress forward through multiple Effective tactics that lead to broader strategic vision objectives .
Key Achievements:
⫸Successfully penetrated 26 + markets by strategizing, assessing, and tapping the new markets Dynamics, Parameters, Characteristics and Fundamentals
⫸Played a key role in developing and strengthening a distribution network across multiple markets by identifying, qualifying, and appointing around 36 + distributors (Including Most of the biggest Group Distributors in MEA).
⫸Developed, prepared, and rolled out the business plan which diversified the business growth by 160% - 180% YOY.
🔶As Regional Business Manager - Middle East & North Africa, I was entrusted with the overall accountability of achieving higher Revenues, brand building equity, solid market shares, profit margins targets, and increased the dollar value of the product portfolio by aggressively handling the Business performance, development of new territories, partners & channels, new products launch execution plans . Also provided leadership into new & creative GTM strategy, implementation of new initiatives & brands fundamentals execution excellence - KPIs.
Additionally, I achieved higher sales volumes, brands growth, and solid profitable P&L by leading an aggressive & ambitious strategical business growth plans / profitability, managing to increase a 100 million+ USD business
⫸ Built Dettol & the Pharmaceutical Range business for Reckitt Benckiser in North Africa:
-Strategized and customized the “Dettol” Brand household Awareness / Equity, Through multiple commercials drivers.
-Expanded the Pharmaceutical business Into different Pharma & Clinical channels to increase footprint, expansion, And the Penetration through the health-pharma sector in North Africa, and build consumer cognizance - satisfaction
Key Deliverables:
⫸Drove efforts in accomplishing higher sales revenues, brand growth and P&L profitability by leading the business growth strategy acceleration, managing a 100+ million USD business, & developing strategical new conceptual execution plans
⫸Dexterously Steered the team into ingenious RTM strategy, inspired executions of new concepts & mastering smart KPI's. Leading by example & motivation, and working into the drive of breakthrough results.
⫸Recorded a significant rise in brand building equity, market shares, higher revenues, profit margins targets, by handling the Business expansions, new products launch execution plans & development of exciting & new territories partners & channels.
Key Achievements:
⫸Acted as a transformative leader, revamped the business growth by around 125 - 135% every fiscal year and surpassed the company’s goals & objectives.
⫸Progressively steered company products which resulted in a rise in market share across the region by 7-11%.
⫸Played a significant role in handling the new business expansion: % percentage of number of Markets - New 6 - 8 Categories - Developed new potential Market Channels / Segments - routes, dealers & cliental.
🔶 As Regional Commercial Director - E Europe, I was held responsible of restructuring the company with all the Required multinationals standards, systems & Procedures .
Also, acquiring new territories in E Europe by identifying & onboarding new distributors, retailers, channel partners, WS & dealers - as part of the commercial expansion plans. Entered into new business verticals across geographies inflating the sales revenues, coverage - distribution, Equity, shares by executing the professional GTM parameters and aggressively accelerating a healthy business expansion performance .
Additionally, I facilitated to establish the professional fundamentals decisions for long term business plans, marketing strategies, distribution networks/ coverage, pricing policy, promotions tactics, and trade marketing.
⫸ Recorded significant Rise in the Regional expansion for Zone Int in East Europe Countries vs planned and targeted expansion objectives .
Key Deliverables:
⫸Established a standardized company with all the required elements to have a healthy commercial performance & operations, Setting up the Strategies, tactics & plans, engaged in revamping the business procedures to multinational standards - levels
⫸Diversified business by making entries to new business verticals across geographies in E Europe inflating the sales revenues, coverage, market shares, brand equity and household penetration by executing the GTM parameters by new scopes.
⫸Displayed business acumen in executing the professional decisions of business fundamentals for long term business plans, marketing strategies, distribution networks, pricing policy, promotions tactics and trade marketing, ATL / BTL Activities
Key Achievements:
⫸Identified, penetrated new markets and diversified the business in 7+ new countries in (3-6 months period) and handled a business of 120+ M USD.
⫸Steered efforts in pivotally augmenting the ROI, P&L, margin & contribution targets that showed a positive % trend of 140 - 150 % as compared to initial plans & Targets .
🔶 As Regional Business Development Manager - Kuwait & North Africa, I displayed business intelligence in driving the country's business turnaround/expansion in North Africa after Kuwait
by onboarding the distributors/partners, agreeing on joint business plans, KPI's and consistently meeting the financial targets and P&L.
⫸ Built the Heinz Family portfolio.
⫸ Meticulously led the Food Service business for Heinz in MENA: Capitalized on special FS SKUs and new tools / concepts to build the Heinz FS business in major HORECA - Chains
⫸ Dexterously steered the NPD launch for Heinz top seller SKUs in the USA, UK, France for MEA: Rolled out the (Home trade) project in N AF Region as test plan for the whole business in the Geography
Key Deliverables:
⫸Entrusted with the overall accountability of setting up and steering the business in Kuwait & N African region while delivering countries commercial plans by mentoring and leading the sales teams, Handling / Leading the distributors, channel partners and network, ensuring delivery of IMS, shipments & profit margin targets.
⫸Strategized and led the countries expansion in N Africa by studying & selecting the new distributors, launch the business and Lead the establishment of a new strong profitable business.
⫸Supported businesses in new scopes by envisioning and executing the strategic Heinz family portfolio establishment as key players into the multiple different categories of the company segments .
⫸Significantly contributed to rolling out and driving the NPD (Home trade) project of the USA, UK and France Heinz top-selling SKUs for the region.
Key Achievements:
⫸Achieved a tremendous business growth of around 135 - 145% YOY while ensuring top-line and bottom-line objectives, contribution margins and profitability.
⫸Pivotally grew the business presence and reach by setting up 8 + new distributors, penetrating 7 + new Markets, and developing 8+ new categories.
Grew the market share by 5-9% on all the major core products of the company.
A regional Saudi Arabian company in MEA, Africa, Asia, that supplies edible oils, sugar, fresh dairy products
⫸ Effectuated the Channel expansion strategy by incentive scheme program :
Designed to gain new customers on different sales channels by providing an Incentive on MSL & Visibility - Sales $ Value .
⫸ Adopted CIP program basket & volume:
as a new approach to penetrate special lower trade channels convenient, WS & Groceries & build enhanced shares..
Key Deliverables
• Identifying new business building prospects through new market fundamental strategies to ensure financials targets and business objectives are achieved along with IMS & shipments.
•Proactively drove channel strategy expansion plan Kpis’s by applying the channel incentive scheme program, basket MSL, visibility, volume, leading to stronger brand equity & growth
•Exceptional ability in initiating and executing strategic marketing & promotional activities to enhance equity, shares & revenues while working on new creative - innovative concepts
Achievements
• Adopted multiple business strategies & KPI’s to increase market share from 16% to 27%.
•Introduced a fighter brand in the lower segment representing 50% of the whole business and gained 12% market share with 2 newly major brands in 4 P.
• Escalated business progressively by accomplishing a YOY increase of 147% over 2002. Grew the business in 2004 by 135% over the increased base in 2003 and 137 % in 2005 over 2004
•Providing leadership to the team to supply food to rationalize cost and bring operational efficiency. Designing & developing systems/procedures for inventory control and transport services to ensure timely availability of supply at the site, ensuring soldiers full satisfaction.
•Planning & controlling all phases of supply chain cost-benefit analysis, measures and SOP
A top American & multinational consumer goods company headquartered in Ohio.
⫸ Lead the category management - ECR approach, the first successful enterprise / implementation of its type for P&G breakthrough in GCC
Key Deliverables
• Progressively augmented the market dominance and grew into multiple categories by preparing and introducing the Whole P&G products portfolio in the different market channels .
•Proficiency in developing P&G products in the market by mastering the sales & marketing fundamentals execution, successfully exceeding budgets & achieving company strategy.
•Out of the box thinker in providing insights to plan and execute promotional projects on category basis that lead to increase footprint, market share and overall brands growth.
Achievements
•Conceptualization & execution of strategies to drive sales by achieving a growth rate of 122% in the sector as compare to national average of 109% & retain highest market shares
•Being a strong executive leader always committed to the field of creating new categories in 5/7 of Acc (90% in weight of business) Vs a national average of 2/6.
•Proven track record of developing conceptual presentations in fixing fundamentals issues and executing brands visibility schemes (80% of Section Business Retail Visibility Program contracts Vs 37% Y.A)
AUB Co-Op offers widest range of Office supplies, crafts, gadgets & school stationery / books
•Developing new business concepts that addressed students needs & want, satisfaction &
Providing creative and innovated solutions for their academic requirements and lifestyle.
•Leading the team to ensure the best experience in the Co-op & as a one stop destination
🛑 Bachelor of Business Administration - BBA: American University of Beirut - Lebanon Trainings: 🔶Procter & Gamble ※Sales College I, II, (P&G, October 1996, March 1997) Proctor & Gamble ※Work & development plan (P&G, March 1998), Proctor & Gamble ※Efficient Consumer Response (P&G, August 1998), Proctor & Gamble ※Category Management (P&G, February 1998), Proctor & Gamble 🔶Afia International - Savola Group ※Practical Business Account Management (July 04), (Savola Afia International) 🔶Heinz ※Store wars ※The relationships between suppliers and retailers in the FMCG industry ( Heinz ) ※Transform information into profitable decisions ※Provide trading customer with the most appropriate info for effective decision-making ( Heinz ) ※Use enhanced negotiation skills to arrive at win-win situations ※Operate more effectively in a cross-functional environment ( Heinz ) 🔶Reckitt Benckiser ※FMCG for Management Consultants and Business Analysts ※Lean Organization Management Techniques Level 2
URL removed due to policy violation. Please contact support for further information.