ceo
Mehbaj- Al Muhaidib Group
Total years of experience :22 years, 11 Months
Upscaled and transformed Al Mehbaj to a solid competitor in the KSA Market:
- Team Culture: created a culture based on transparency, enthusiasm and business ethics
- Cost: Cut discretionary direct spend (Raw Material and Overhead cost); re-designed processes/operating model (optimized activities, automated/digitized processes); Simplified organizational structure (spans and layers, redundancies);
- Financial: Committed to capital allocation strategy to strengthen market perception; Increased cash reserves; Increased frequency of financial planning, forecasting, and performance reporting; Optimized working capital for better cash management;
- Innovations: Innovated business model to enhance product value; Renovated technology to improve products and processes; Innovated consumer approach through new channels (Sensory experience through live roasting); New Products development.
- Operations: Diversified suppliers for critical raw materials/components; Increased inventory to create supply buffers; Innovated product mixes to utilize convenient set of raw materials; Re-designed production processes to increase operational efficiency; Re-negotiated contracts with current suppliers
Key Accomplishment:
Turned around the New Acquisition of Mehbaj Company into a profitable Corporate Business Model for AMG.
Re-built Operational Capabilities: built advanced manufacturing facility, improved quality and variety, restructured logistics.
Re-vamped the Brand ID and established New distribution distribution and fixed commercial fundamentals. Started Mehbaj Mega Store with live roasting and sensory experience. This have led to a growth of 12% in Top Line 22vs21 improving Market share across all categories.
Re-engineered a smart financial model, with best practice on economies of scale which improved the Gross Margin by 6%, Managed the working Capital, reduced on loosing branches, reduced on over-staff, Created Profit Centres. This have resulted to improve EBITDA by 2%
Key Accomplishments:
NPD: Established, structured, and managed the NPD department and played a crucial role in launching innovative product lines in the GCC and enabling Nada Dairy to become the first local company to produce and launch high protein- based dairy and healthy juices. As a result, Nada is currently leading the protein Greek Yogurt category with 45% market share and over SAR180 million in revenues, and high profitability.
Products Re-engineering: Led a team of experts to reformulate our current juices to non-sugar added, avoiding 50% excise taxes on juices with added sugar in KSA. Rebalanced the milk fat contents and used the butter oil to improve our cream capacity generating an added income of SAR45 Mlns as of 2020.
Co-Packing & Branding: Have Created the Co-Packing department, approached and signed agreements with multinational brands such as Al Marai (UHT Filling); Bel (Kiri Cooking Cream- UHT), Nestle (Nan Kids Milk), Dose Coffee Chain (Barista Ready Mixes -UHT). The co-packing business line became an important profit centre at Nada Dairy, exceeding annual revenues of SAR40 Mln in 2021.Co-Manufacturing: I have lead the Development of an advanced Dairy & Juices facility with aseptic and UHT filling in Iraq, a SAR100 million project, with a capacity of 160KTns/year; budgeting a revenue of SAR350 Mln (for year1) and 4 years ROI. The project was described as the fastest and most organized project in the group's history.
Developed the Business Accelerator Plan and restructured the Business Model with practical aspects.
Launched the Brand in 4 regional markets KSA/Bahrain/UAE/Tunisia with Growth of 38% in Turnover.
Differentiated business through extensive follow-up to assess client requirements and foster relations.
Designed a Franchise System and a retail business model and have acquired new franchisees.
Planned, Developed and Launched 2 New coffee categories: Espresso and Instant
Initiated the strategy of private labeling and created a special business unit to assist the PL customers in Building their brands and Blends.
Reworked the Procurement Structure to match the right seasons allowing the factory to save on Green beans cost and thus penetrate the market in more agility
Developed Business acceleration plans with strong Marketing and commercial strategies which helped in opening 10 markets in the MENA Region with 30% growth in revenues in 4 years.
Delivered high-impact and high-value B2B commercial results leading a strong and diverse team of marketing professionals
Developed and executed marketing integrated campaigns based on the Home Made and Heritage of Canadian Cookies.
Have led a team of strategic and creative thinkers setting communication plans -
Executed successful marketing Integrated Campaigns for International FMCG and Retail Brands: Knorr, Clorox, Geant hypermarkets.
Rewarded for Best Regional Campaigns: Sword Award 2005/Lynx Award 2006/AAA
Planned and executed Regional Total Branding Campaigns for Lipton and Kit-Kat.
Executed many proven successful activation Plans for Dove 1/4 Milk & Comfort Cloth Dolls Love story.
Planed and launched Corporate and service focused campaigns for Saudi Telecom-STC; Glaxo Smith Klein; Novartis (Voltaren Emulgel)
Responsible for introducing OCE Office & Printing Technologies to Lebanese Market (engineering offices, universities and copy centers) during the reconstruction phase after the civil war.
Awarded for introducing OCE technologies to new markets in the MENA region and for achieving high sales results.
URL removed due to policy violation. Please contact support for further information.