Commercial Manager MEA
R M S Import and Export
Total years of experience :18 years, 2 Months
R M S Import and Export based in the UAE is a sister concern of Lagoon Import and Export Egypt, managing sales and distribution of Healthy food products in the GCC countries
Products Handled
• Food Products - Garcia Baquero Spanish Cheese Leader Brand
Lactose & Gluten intolerance food products, wheat & Milk allergy food products, Rice, Lentil, pulses , pasta, canned food, instant coffee, Spanish cheese
• Fresh Produce - potato, onion, oranges, mangoes, strawberries
Highlights
• Successfully managed a business and focused on maintaining efficiency in operations & achieving 20% imported cheese market share in Egypt & 5% imported cheese market share in UAE.
Key Responsibilities
Strategic Management
• Conducted detailed market studies including identification of current and future opportunities, market trends, sales forecasts and prepared comprehensive strategic plans.
• Formulated detailed budgets with revenue and expenditure plans and allotted funds to various regions and product categories based on business potential and priorities.
• Monitored execution of business plan including budget utilization and compliance ensuring effective on-field implementation to secure best return on investments.
• Developed, implemented, reviewed and updated policies, procedures and internal controls designed to ensure efficiency and effectiveness in operations.
• Monitored and ensured consistent compliance with all corporate processes, systems, policies and procedures and applicable statutory and regulatory frameworks.
• Built and sustained the company’s image and reputation through fostering of good relations with stakeholders like customers, government agencies and employees and enforcing standards of ethical business.
Marketing and Sales
• Determined sales key performance indicators (KPI), established overall and individual KPI targets based on overall business targets and ensured achievement of sales, revenue and growth targets.
• Managed all pre-sales activities including gathering customer requirements, coordinating with offices in the UAE and Egypt for developing bids/proposals and negotiating and closing sales.
• Planned and implemented effective daily routes for sales people to ensure complete coverage of the market including all customer segments.
• Formulated and executed promotional campaigns and schemes to grow sales and revenues with optimum investment of the marketing budget.
• Analyzed potential and performance of key accounts and customer segments to developed a weighted strategy for cost-effective management of sales and marketing budget.
• Organized systematic market research and analyzed data on market trends, customer preferences, product opportunities and competitive scenario to formulate effective business strategies and plans.
Key Account Management
• Managed a portfolio of key accounts, ensuring systematic follow up for generating steady business by understanding and fulfilling requirements and expectations.
• Coordinated investigation of customer complaints related to products, quality, service and delivery and evolved satisfactory solutions to issues and problems.
• Implemented programs to improve customer service delivery to reinforce customer loyalty and expand a base of satisfied customers across the region.
Staff Management
• Developed and implemented manpower plans including recruitment, training and deployment ensuring effective coverage of all major markets in the GCC region,
• Conducted periodic performance reviews of staff, identified training needs and arranged delivery of in-house and external training programs.
• Built and sustained a work environment promoting competitive teamwork and enthused staff in enhancing productivity and achieving all performance targets.
Lagoon specializes in the import and export of food products like rice, pasta, lentils, pulses, instant coffee, Spanish cheese and certain types of fresh produce. http://www.lagoontrading.com/
Overview
Products Handled
• Food Products - rice, pasta, lentils, pulses, instant coffee, Spanish cheese
• Fresh Produce - potato, onion, oranges, mangoes, strawberries
Import/Export Destinations
• Imports from - Canada, Turkey, Spain, Thailand, China
• Exports to - France, Canada, Czech Republic, Saudi Arabia, UAE, Kuwait, Bahrain, Yemen, Jordan
Key Accounts
• Retail distributor: Qebaa
• Retail chains: Carrefour, Spinneys, Hyperone, Fatallah, Seoudi, Ragab Sons, Gourmet Egypt and Dina Farms
Highlights
• Delivered a business growth of 70% during the tenure as DGM - Sales & Marketing.
Key Responsibilities
• Formulated and implemented the company’s annual plan and conducted monthly reviews to assure efficient execution and delivery of predefined outcomes.
• Developed overall business strategies related to product range, positioning, pricing, discounts, promotions and credit to ensure competitiveness along with profitability.
• Coordinated with sales, marketing and logistics teams in planning and executing distribution activities ensuring coverage of all markets and key accounts with availability of products to meet customer demands.
• Supervised all import and export activities including documentation, clearance of air and sea shipments, warehousing and forwarding to customers.
• Developed and executed all marketing activities including advertising, promotions, ATL/BTL campaigns to build strong brand equity for various product categories.
• Participated in creating operational, sales and distribution budgets and monitored budgetary compliance and cost saving plans to improve overall financial performance.
• Contributed to strategic business decisions related to investments, optimizing cash flows and utilization of long and short term debt to obtain best returns on investment.
• Built and maintained relations with the customer base consisting of wholesalers, distributors, key accounts and HORECA segment facilitating sustainable business growth.
• Participated in business development initiatives to acquire new clients, launch new products and services and expand into new export and import markets.
• Managed staff matters including assessing manpower requirements, approving hiring of new personnel, periodic performance approvals and training and development of staff.
Key Responsibilities
• Provided overall direction and control to sales activities, supervising and coordinating with sales supervisors supporting the achievement of predefine sales and revenue targets.
• Participated in formulation of annual sales objectives and developed monthly sales targets for each sales supervisor based on forecasts and market analysis.
• Conducted quarterly reviews of sales performance with relation to current market and economic indicators and coordinated appropriate adjustments in the plan.
• Coordinated with other company departments like buying, finance, logistics, supply chain and finance ensuring cohesive efforts in delivering business goals and targets.
• Conducted weekly reviews of sales performance of individual sales supervisors, evaluated percentage achievement of plans and recommended remedial actions to achieve monthly targets.
• Planned and executed periodic performance appraisals of sales supervisors and sales representatives, identified training needs and organized required development programs.
• Led the review and updating of sales processes, systems, policies and procedures to deliver overall improvements in performance and productivity.
• Monitored and ensured effective implementation of the company’s credit policy and on time collection of payments minimizing aging and overdue receivables.
Key Responsibilities
• Led and managed a team of sales representatives in selling a range of food products like rice, pulses and canned food items in the assigned sales territory.
• Analyzed overall business targets fixed by the company management and cascaded targets to individual sales representatives.
• Supported sales representatives with required marketing strategies and sales tools in ensuring consistent achievement of targets on a month-to-month basis.
• Organized and led weekly review meetings with sales representatives to analyze percentage achievement of monthly targets, assess variances, identify causes for slippages and recommending corrective action plans.
• Accompanied sales representatives in meeting clients, identifying their requirements, discuss and resolve complaints and issues and reinforce business relationships.
• Developed and delivered presentations on the company, its range of products and services and competitive advantages to customers as part of initiatives to acquire new customers.
• Conducted regular market studies in the territory to identify and report trends, customer behavior, new product opportunities and competitive threats to the management.
• Participated in the launch of new products in the markets including activities like presentations to customers and promotional campaigns to achieve sales and market share targets.
• Monitored and ensured adherence to all company policies and procedures including implementation of the credit policy for control of outstanding payment in the market.
Tamoil distributes machinery, equipment and supplies required by the oil and gas industry
Key Responsibilities
• Managed sales of protective coatings for various applications in the oil and gas industry dealing with clients in the Suez Canal region of Egypt.
• Identified prospective business opportunities, followed up with clients to generate leads, gather requirements, provided proposals and negotiated and closed deals.
• Coordinated with supply chain and logistics department and ensured on time delivery of customer orders and ensured collection of payments as per contract.
• Provided technical support to clients in selection of appropriate products and trained client personnel in proper application to deliver best results.
• Monitored market and identified scope for introducing new products and services and participated in successful launch of products and services.
• Developed and implemented effective strategies and plans for achieving business plan objectives, reviewed performance and initiated measures for recovering variances if any.
• Participated in business development activities for acquiring new clients and maintained productive relations with all clients for sustainable business growth.
• Prepared and submitted periodic comprehensive management information system (MIS) reports covering all key performance areas.
Bachelor’s Degree in Geophysics, Sep 1994 – Sep 1999 - Cairo University- Egypt Studying Business Strategy , March 2018 - August 2018 - Cornell university , NY , USA