Roy Haddad

Leading the business development with a clear strategy across Europe, North America, and Australia markets, directing sales and marketing management, market analysis and building road map, trade and consumer insights/behavior management, and maximizing equity of the brands in the assigned territories. Designing and implementing annual operating plan and budget, preparing periodic forecast updates, developing regional performance plans and projections, reviewing and summarizing business data, and identifying opportunities in regional distributors to improve sales and develop reliable reporting systems. Analyzing regional and key continent performance data to determine growth opportunities and provide direction on investment returns and operating e(ciency, developing trade marketing strategies for each category, market, and channel, and analyzing business performance, markets, and competitors in line with the company guidelines Coaching distributors and the group sales managers to drive profitable growth and achieve desired targets Developed best route-to-market across the group for the MENA region through channel coverage to enable sales growth of trade channel per market, assessed the RTM to ensure the right actions are taken, identified different opportunities by trade channel by market, while strategically guiding business objectives and providing support and consultation.

Handled the traditional trade channel covering 7, 000+ outlets of wholesalers, supermarkets, self-service stores, convenient stores, and HORECA Class C and D, and led a sales team of 7 supervisors, 7 sales reps, 40 cash van sales reps, and 24 helpers. Drove sales KPIs and selling fundamentals to maximize sales, visibility, and market share; developed periodic sales plans to achieve the company objectives and managed the sales projections in coordination with the management. Monitored and evaluated sales growth, identified prospective opportunities and threats, took corrective decisions when necessary, managed key accounts growth, conducted periodic channel/category analysis, and identified key sales drivers. Created metrics, analyzed and reported channel marketing spend and ROI by account, adjusted plans and objectives when appropriate, and planned accurate forecasting through data analysis and collaboration with demand and supply teams. Led the sales management of the Lebanese market for all the channels that reached more than 10, 000 POS/doors excluding the chain supermarkets, supervised a team of more than 85 members.

Handled Cash Van operation covering more than 6, 000+ outlets, led a team of 45 members, and coordinated with Mondelez team to set the entire cash van operation strategy and budget for Lebanon and Jordan for three years. Defined the sales and distribution strategies to realize the top-line and bottom-line profit targets, took full P&L accountability, defined and implemented the annual budget, and carried out financial analysis for solid decision-making. Developed and analyzed business plans and test scenarios with comprehension of current financial position, determined the sales forecast, and established objectives for the sales force during the demand sales review.
WORK EXPERIENCE
EARLIER CAREER

Traditional Trade Manager Trade Development and Strategic Planning Manager - Gandour (Lebanon, 2013 - 2015)

ACHIEVEMENTS
Led the transformation of the European market export business model, shifting from a trading approach to a distribution strategy. This strategic change resulted in achieving triple-digit growth within less than 2 years. Strategically analyzed the North American export business module through targeted meetings and order trials, leading to a paradigm shift from the existing module to a distribution strategy. This transformative approach resulted in an exceptional triple-digit growth achieved at an accelerated pace. Conducted in-depth analysis of the Australian market through extensive communication and negotiations with customers and orders/SKU trials. Implemented strategic changes in the portfolio mix, leading to a substantial double-digit growth within 2 years. Assigned as the Project Leader for Anuga Germany and SIAL Paris, the worlds premier food and beverage trade fairs. Successfully orchestrated all planning and execution, resulting in substantial exposure to the European market and generating approximately 200 potential leads across the world.